{
  "id": 12139757,
  "title": "PRYPCO Blocks wants to change the way people talk about property ownership",
  "url": "https://urgent.news/2026/10/05/prypco-blocks-wants-to-change-the-way-people-talk-about-property",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-05T11:22:42.000Z",
  "source": {
    "name": "The National UAE",
    "slug": "the-national-uae",
    "url": "https://www.thenationalnews.com/in-focus/2026/10/05/prypco-blocks-wants-to-change-the-way-people-talk-about-property-ownership/"
  },
  "original_language": "en",
  "account": "Pryco Blocks, a leading fractional ownership platform, is revolutionizing real estate investing in Dubai with a new campaign called \"Habba Habba.\" The initiative aims to make property ownership more accessible to the public by using an everyday Arabic phrase to describe the concept. PRYCO Blocks' platform allows investors to purchase fractions of professionally managed rental units for as little as Dh500, receiving monthly rental payouts in return. This approach enables individuals to participate in Dubai's dynamic real estate market without needing substantial capital or extensive financial knowledge. The \"Habba Habba\" campaign, which launched on October 1, aims to challenge the perception that property investment is only for wealthy or knowledgeable individuals. To introduce the concept, PRYCO Blocks released a comedy-led \"hero\" film featuring characters like a sushi chef and a Viking, explaining how investing in a \"Habba\" of property works. By making the idea relatable and entertaining, the campaign encourages people to engage with the topic of fractional ownership. PRYCO Blocks stresses that the platform is fully regulated by the Dubai Financial Services Authority and offers investment opportunities to both local and international investors. The company assures that investing in real estate involves risks and does not provide investment advice, but its products and services are approved by PRYCO Blocks' Sharia Supervisory Board. The campaign's playful language and conversational tone reflect the UAE's diverse audience, making the concept of fractional ownership more accessible and understandable for people from various backgrounds and experiences.",
  "summary": "PRYPCO Blocks, the leading fractional ownership platform, is making real estate investing in Dubai even more accessible with a playful new campaign based on an everyday regional phrase. The fully digital real estate ownership platform has been successfully enabling the public to make investments in managed homes from just Dh500. Now PRYPCO Blocks is adding a fresh perspective to Dubai's…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "The National Business",
        "title": "PRYPCO Blocks wants to change the way people talk about property ownership",
        "url": "https://urgent.news/2026/10/05/prypco-blocks-wants-to-change-the-way-people-talk-about-property-12142365",
        "published": "2026-10-05T11:22:42.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}