Edin & People Fuses Real Estate Investment With Entertainment at LAFF PER SQMs

Edin & People has continued to explore new ways of engaging its clients and stakeholders, combining real estate investment conversations with entertainment at the second edition of its LAFF PER SQMs event.

The event, held on August 1 at the Transcorp Event Centre, Transcorp Hilton, Abuja, brought together property investors, business leaders, professionals, clients and other stakeholders for an evening that combined discussions on investment and wealth creation with comedy and entertainment.

Unlike conventional real estate events, where discussions are often centred on location, titles, infrastructure, payment plans and property appreciation, LAFF PER SQMs 2.0 adopted a more experiential approach.

The programme featured thought-leadership sessions, a business masterclass, panel discussions, client testimonials, corporate presentations, awards and comedy performances.

Speaking on the concept behind the event, Arc. Ijahenda James Margimari, Managing Director/CEO of Edin & People Limited, said the initiative was designed to create a stronger connection between the company and its audience while maintaining conversations around property investment.

“Real estate is a serious business, but the people we serve are not just investors; they are individuals with aspirations, families, businesses and dreams. We wanted to create an environment where people could learn, connect, celebrate and still have meaningful conversations about investment,” Arc. Ijahenda said.

The event featured performances from comedians including JK, Bob & Shortcut, MC Nappy and Funny Razaq, as well as Sarkin Dariya and other entertainment acts.

However, the entertainment was complemented by conversations focused on entrepreneurship, investment and wealth creation.

A thought-leadership session and masterclass led by Mr Ezekiel Solesi provided participants with insights into business and investment, while the panel session, titled “Building Wealth Beyond Real Estate,” featured Dr Hyeladi, Engr John, Arc. Ijahenda James and Mr Ezekiel Solesi.

The panel examined ways individuals could approach wealth creation beyond conventional real estate investment while highlighting the importance of strategic financial decisions.

Arc. Ijahenda said the decision to incorporate comedy into a real estate-focused event was deliberate, noting that brands needed to understand the importance of creating memorable experiences for their customers.

“People connect with brands through experiences. We believe that when people feel comfortable, engaged and valued, they are more open to conversations that matter. The laughter is part of the experience, but the bigger conversation is about building trust, creating opportunities and helping people make informed investment decisions,” he said.

Another feature of the event was the participation of clients, who shared their experiences through testimonials and live interviews.

The programme also provided an avenue for the recognition of employees, corporate milestones and partnerships, bringing together the company’s clients, staff, leadership and other stakeholders.

For Edin & People, the event represented an attempt to move real estate engagement beyond conventional property presentations and create a platform where investment education could take place alongside social interaction.

Arc. Ijahenda added that the company’s relationship with its clients should extend beyond the completion of property transactions.

“Our relationship with our clients does not end when a transaction is completed. We want to build a community where people can continue to learn, interact with us and understand the opportunities available to them. LAFF PER SQMs gives us the opportunity to do that in a different and memorable way,” he said.

Industry observers have increasingly pointed to the role of experiential engagement in strengthening relationships between brands and their customers, particularly in sectors where trust and long-term decisions play significant roles.

For many property buyers and investors, real estate decisions go beyond acquiring land or buildings. They are often connected to long-term financial security, family aspirations, business expansion and wealth creation.

This human dimension was reflected in the structure of LAFF PER SQMs 2.0, where discussions about investment were placed alongside entertainment and opportunities for networking.

The event therefore went beyond the presence of comedians on a real estate stage. It provided Edin & People with a platform to engage its audience through investment conversations, customer experiences, entertainment and corporate recognition.

As the company continues to strengthen its presence in the real estate sector marking its 4th year anniversary, the success of LAFF PER SQMs 2.0 could signal a growing emphasis on experiential engagement as part of how property businesses connect with existing and prospective investors.