The First Group was established in 2005 by Joint Chairmen, Danny Lubert and Gary Shepherd, who had already built a hugely successful multinational property sales and marketing business in the UK.
Having marketed properties in Spain, Hungary and Northern Cyprus it was soon realised that the next developing global property market was Dubai, UAE.
Lubert and Shepherd moved quickly to introduce freehold ownership to overseas investors, which proved the catalyst for the market and revolutionised the regions investment opportunities for property professionals.
Group operations in Dubai started in 2005 following land acquisition and early marketing of “The Diamond” in Dubai Sports City – the Group’s first signature development. The early enrolment of international football star Michael Owen as the inaugural brand ambassador set the stage for a global marketing and brand association campaign with the development of “The First Team”.
That foundation year saw a carefully structured conversion programme enabling migration of operations, and key personnel, from the United Kingdom, simultaneously with the appointment of Board level officers to facilitate, adapt and align the aggressive yet strategic business objectives.
In order to create a common brand and corporate image it was decided to incorporate “The First Group” and to use this company as the brand image and holding company for much of the group’s activities.
In early 2007 the opening of the sales centre in Dubai heralded the commencement of the next level of expansion to match critical mass objectives and creation of a platform from which to leverage the business in line with direct response marketing strategies.
A team of target focused personnel were charged with the expansion and development of departmentalisation into a multi-national, multi-lingual, sales and marketing operation, with a dedicated customer service team.
Also in 2007, the introduction of a regulatory framework for the Real Estate industry in Dubai required the establishment and registration of “TFG Real Estate LLC” so as to be licensed by the Real Estate Regulatory Agency (RERA) and the centre of sales and marketing operations “trading as” The First Group.
By Q2 2008 the success of the company was clear, with The First Group outperforming publicly quoted competition, confirming the Group’s position as a major marketing force in the Middle East.
Sales volumes have shown a consistent and dynamic increase, quarter by quarter, as new marketing initiatives, couple with exciting new developments, take effect.

Under the experienced leadership of Danny Lubert and Gary Shepherd, The First Group is currently expanding its operations into Africa, with “The One Kempinski Abuja” – a deluxe development in the Nigerian capital. Supported by Nigerian football star NwankwoKanu, these bespoke serviced apartments are already proving hugely popular with the savvy international property investor.

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