7 Questions With Fadi


7 Questions: Fadi Kreiker, CEO of the Prime Lands Investment Group

  1. You joined Prime Lands Investment Group since a short time. This year you’ve picked up the best CEO in the Middle East in the real estate sector award, which is truly impressive. What were the main challenges that you — as the CEO — had to overcome during this time?

I've been working in this field for 20 years; I worked in Lebanon, Saudi Arabia, Oman, and Dubai before I joined Prime Lands Group in Qatar

The main challenges as CEO are as follows:

  • Managing the departure of the outgoing CEO
  • Lack of feedback
  • Leading former peers and being less accessible to former reports
  • Establishing the right pace of change

What was the best lesson that you’ve learned along the way?

Innovation is harder than copying what you already know. The lessons I've learned as a CEO reflect that unavoidable truth: the harder choice is usually the better choice.

  1. Recently, at the Property Awards 2020, the Prime Lands Investment Group won an impressive number of significant awards — 5.

What does it mean for the company to be recognised by the Arab Real Estate Awards?

Winning a Real Estate & Property Award such as The International Property Awards,  provides you with all the evidence you need to prove you are better than the rest, as well as to use the platform to promote your award through use of visual reminders and online endorsement.

To showcase the hardworking firm in ensuring that our clients find and fabricate their dream homes and properties.

Show and Recognise our achievements.

  1. The Prime Lands Investment Group certainly had its fair share of interesting, challenging projects. Which project was the most interesting one for you personally?


  1. When all things are considered, the real estate development and investment sphere is very dynamic and constantly changing. Yet, Prime Lands Investment Group always manages to stay on top of the game and is a market leader. What is the secret behind this? Are there any particular skills that you need more than others while working at the Prime Lands Investment Group?

Prime Lands secret behind this is honesty and flexibility.

And of course we must have skills such as the ability to relate and trust others, knowing how and when to show empathy, active listening skills, keeping an open mind, a great sense of humor, knowing your audience, proactive problem solving, good manners and someone who can be supportive and motivate others.

  1. In 2018, the Prime Lands Investment Group established a global division, and just a year later it witnessed a growth rate of over 200 percent. Did you expect such a big success in such a short period? What was the main strategy for going international?

Prime Lands Group Global company offer a standardised product worldwide and have the goal to maximise efficiencies in order to reduce costs as much as possible. We are highly centralised and subsidiaries are often very dependent on the HQ. Their main role is to implement the parent company’s decisions and strategies.

  1. You once mentioned that “Our adherence to the real values of life has been the driving force for Prime Lands recognition.“ Could you explain more about the most important values that are implemented in the company and how this certain approach helps to achieve and maintain collaborations with clients?

In 2018, Prime Lands adopted a company culture called ‘Prime Lands, great place to work,’

The model is about embracing collaborative and non-hierarchical working. All managers focus on coaching rather than commanding. According to all evidence we looked at, this approach best harnesses the creativity and innovative potential our employees have as well as ensuring greater employee and client satisfaction.

Let’s start with management culture. We changed our operations and management structure to give staff more power and autonomy. Our managers should see themselves as coaches, motivating staff to improve, offering support and rewarding staff on merit.

Our most important target when thinking about is what we call ‘peripheral decisional autonomy’ – which means that staffs are actively encouraged to make decisions based on their own informed judgment.

We also want employees to reach their own personal goals, not just company goals. This approach is backed up by ensuring staff have access to high-level training at all time.

Respect and responsibility are two key words for us when thinking about employee-relationships at all levels of the organisation. Everyone in the organisation needs to have and show respect for others, and everyone needs to take responsibility for decision-making.

Generally, I think employees are happier working in an environment that fosters respect, improvement and career advancement. Passion is a motivating force for the company, and it is important for people to feel that they are making a difference – are having a social impact and making change for the better. We encourage people to smile – this improves wellbeing across the company. A true smile is contagious, and it is the identity of Prime Lands Group  and its concept of the company being a great place to work.


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