Page 229 - SOBHA REALTY PR REPORT - AUGUST 2024

8/26/24, 1:08 PM 12. Francis Alfred, Managing Director, Sobha Realty - Construction Business News Middle East
As a dynamic individual with a goal-oriented mindset, Francis has steered the company to

success, especially spearheading Sobha Realty’s innovative concept, ‘Backward Integration’,
in the sector, which has redefined industry standards. This model has further optimised the

company’s supply chain and resource utilisation. He promotes digitalisation, advocates for

lean manufacturing and business processes, and the adoption of various state-of-the-art

technologies, including ConTech, PropTech, robotics, AI, and data analytics, to optimise
operations and enhance project delivery. His focus on cutting-edge technologies has

positioned Sobha Realty at the forefront of industry innovation.

With a deep-rooted understanding of the industry, Francis is renowned for his forward-

thinking approach and capability to drive strategic expansion. Under his leadership, Sobha
Realty has successfully diversified its portfolio and expanded its operations globally. His

expertise spans diverse facets of the business, from managing and overseeing the

execution and delivery of large-scale projects to spearheading global expansion and

diversification.

Francis’s commitment to excellence and delivering exceptional results weaves an

indispensable thread in the rich tapestry of Sobha Realty’s success. 2023 Sobha Realty

achieved record-breaking sales, logging all-time high sales of AED 15.5 billion. The

company also recorded a 51 per cent growth in sales across its diverse portfolio of
residential and commercial developments in Dubai, reaching its sales target of AED 15

billion. It aims to achieve sales of AED 18 billion in 2024.

A hands-on leader, Francis is committed to ensuring and delivering exceptional quality and

timely project completion. His focus on critical thinking, collaboration, and talent
development has cultivated a high-performance culture within the organisation. His

intellectual curiosity and passion for knowledge are reflected in his leadership style,

inspiring teams to achieve ambitious goals.

Under Francis’s guidance, Sobha Realty achieved impressive customer satisfaction ratings,

which have improved significantly, demonstrating its unwavering commitment to
excellence and quality. Based on an independent survey, the company is the 2nd most

recalled brand amongst premium real estate intenders in the UAE market, a testament to

its dedication to customer satisfaction.

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