{
  "id": 12142365,
  "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",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-05T11:22:42.000Z",
  "source": {
    "name": "The National Business",
    "slug": "the-national-business",
    "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": "PRYPCO Blocks, a leading fractional ownership platform, is revolutionizing property investment in Dubai with a new campaign centered around the phrase 'Habba Habba'. This initiative aims to make real estate investing more accessible by offering smaller sums of money, starting at just Dh500, to invest in professionally managed rental units. The term 'Habba', which can mean a small part or piece, is used repeatedly in the campaign to symbolize gradual progress, making the concept of fractional ownership more relatable and easier to understand for the average investor. The platform's 'Ownership for Everyone' campaign challenges the notion that property investment is exclusive to those with substantial capital or financial expertise. Through a comedic 'hero' film, PRYPCO Blocks introduces its concept by portraying a wife buying a 'Habba of property' and her confused partner's attempts to explain it, featuring various absurd interpretations before revealing the actual idea of fractional ownership. This humorously relatable approach aims to engage audiences and spark their interest in the subject. PRYPCO Blocks' platform, regulated by the Dubai Financial Services Authority, provides both novice and experienced investors with an affordable and practical route to participate in Dubai's dynamic real estate market. The platform emphasizes that while investing in real estate carries risks, its products and services have been approved by the Sharia Supervisory Board, ensuring compliance with Islamic laws. By connecting an accessible entry point with a familiar idea, PRYPCO Blocks' campaign aims to make the first step towards property investment more understandable and appealing to the UAE's diverse population.",
  "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 UAE",
        "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",
        "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."
}