Rakbank was one of the first banks in the country to offer mortage loans to this segment. Taking a loan to purchase property in Dubai was a new concept for them and one that was not easy to understand.There the main competitors of Rakbank Mortage Loans were not other banks, but landlords charging rent. A targeted direct mailer was placed on the doorstep of households we knew were rented by expatriates.

Although very cost-effective, 30,000 mailers generated over 15% response, 55% of which resulted in approved loans. This made it the Bank's most successful product launch, ever.