This past week, a highly anticipated gathering took place at Etihad Town, bringing together the core sales force and the leadership behind one of Lahore’s most promising real estate projects. It wasn’t just any ordinary meetup—it was the Strategic Sales Partners (SSPs) Meeting, and all eyes were on what’s coming next: the Pre-Launch of Etihad Town Phase III.
Held in an upbeat and somewhat intense atmosphere, the event was a mix of strategy, vision, and a reality check of market expectations. With the industry facing rapid shifts and growing buyer demands, the timing of this session couldn’t have been better.
Setting the Scene: A Real Estate Power Meetup
As the attendees settled in, the mood was one of quiet excitement. Dozens of trusted Strategic Sales Partners, or SSPs, gathered under one roof to hear directly from the top leadership of Etihad Town. It wasn’t about showcasing glossy brochures or running promotional reels—it was about real talk and solid planning.
Sheikh ShujaUllah Khan, the CEO of Etihad Town, took center stage and didn’t waste time diving into the details. He opened the session by acknowledging the efforts of the SSPs during earlier phases, appreciating their role in shaping Etihad Town’s growth and brand name in Lahore’s competitive real estate market.
What’s Coming: Pre-Launch of Etihad Town Phase III
One of the biggest reasons this meeting stood out was because of the upcoming launch of Phase III. Now, let’s be honest—Phase I and Phase II both created strong ripples in the market, with plots being booked quicker than expected and infrastructure being delivered steadily. So naturally, the question on everyone’s mind was: What’s new in Phase III?
While not all details were disclosed (you know how pre-launch stuff goes—some things are kept under wraps), Sheikh ShujaUllah Khan did drop enough insight to get the room buzzing.
Key Points from the Briefing:
- Phase III will introduce new plot categories (both residential and commercial)
- There’s a bigger focus on connectivity and accessibility—likely closer to major city routes
- More attention is being given to green spaces, schools, and commercial convenience
- Stronger emphasis on smart development, possibly hinting at tech-integrated infrastructure
It was clear that Phase III isn’t just a continuation of what’s been done—it’s a level-up.
Strategic Approach: It’s All About the Right Messaging
As the session moved forward, the focus shifted toward how the upcoming phase will be rolled out to the public. That’s where strategy came into play—and this is where the SSPs were brought into the inner circle.
The sales and marketing blueprint is being carefully crafted. The message? Sustainable urban living, secure investment, and value-driven development.
The CEO emphasized one core idea throughout: “We’re not just selling plots—we’re offering lifestyle promises.”
That resonated deeply with the audience. In today’s real estate game, buyers aren’t just looking at square footage—they’re looking for reliability, long-term value, and livable communities.
Expectations from SSPs: More Than Just Selling
In what felt like a refreshing shift from the usual corporate tone, Sheikh ShujaUllah kept things candid. He didn’t sugarcoat challenges. He addressed the market pressures, inflation concerns, and investor hesitation head-on.
Then, he turned to the SSPs with a challenge of his own.
“You’re not just our sales force—you’re our voice on the ground. You represent our values. We need smart selling, but more importantly, we need honest selling.”
This was perhaps one of the most powerful takeaways from the meeting. It wasn’t just about pushing bookings—it was about understanding buyer psychology, addressing concerns transparently, and building long-term trust.
Implementation Plan: Laying the Groundwork
The conversation moved toward execution—because, as we all know, planning without implementation is just daydreaming.
The internal team shared a preliminary rollout strategy which included:
- Teaser campaigns and early-bird marketing within 2-3 weeks
- Limited initial inventory to create healthy demand
- Priority bookings for existing Etihad Town customers and investors
- On-ground readiness with project visuals, location demarcations, and site visits
There was also mention of updated digital sales tools being developed to support SSPs—everything from a plot selection interface to real-time inventory updates. Basically, they’re going full throttle on the digital side, which is a welcome shift in a sector that still sometimes runs on spreadsheets and WhatsApp images.
A Few Honest Moments
Now here’s the part that made the meeting feel human and not just another corporate show-and-tell. There were questions—tough ones. Some SSPs asked about delayed payments in previous phases, others brought up investor skepticism due to wider economic uncertainty.
Instead of brushing them off, Sheikh ShujaUllah addressed each one, admitted where improvements were needed, and promised more clarity in the upcoming phase.
One SSP even cracked a joke about how clients ask, “Will this project actually get built, or is it just another file in the wind?”—which brought laughter across the room. But the underlying message was serious. Trust is everything.
Wrapping Up: A Confident Step Forward
As the meeting wrapped up, the energy in the room had shifted from curious to confident. SSPs walked away with a sense of purpose, knowing what’s expected and what’s coming. The leadership walked away with clearer feedback on how to improve.
All signs point toward Etihad Town Phase III being a major milestone—not just for the company, but for Lahore’s growing demand for planned, premium communities.