Haidy Ashraf, Senior Sales at DIG, on building her career alongside the company step by step
Not every employee feels like part of the company they work for, but Haidy Ashraf, Senior Sales at DIG — the company behind projects in the New Administrative Capital — told Proplix, in a candid conversation, how she’s spent 3 years building alongside the company step by step, from when its projects were still bare land to fully built ones.
The First Thing That Came to Mind
We asked her what the first thing was that came to mind when she knew she’d be working at DIG:
“I get really happy, especially since I’ve been at the company for 3 years now, so I’m literally the daughter of the company. I get even happier when I start talking about the company’s projects, especially since I was there from the very beginning, from when projects were still just land. Now I’m starting to see them in districts nine, ten, and eleven. I’m literally building with them, step by step.”
Three years was enough for her to stop feeling like just an employee — in her own words, she became the daughter of the company, watching every building turn from bare land into something fully built, right in front of her.
Her Proudest Moment
We asked her about the moment she feels proudest talking about DIG with a client:
“When I sit down and talk about our track record — what we’ve achieved, what we’ve delivered, how far our construction work has come. For me, it’s about going to the project site, seeing the thing I once saw as bare land, and then suddenly it’s on the ground, fully built and finished. That’s the thing I’m proudest of, and I genuinely talk about it with love.”
Her pride isn’t in talking about the company — it’s in having watched the transformation with her own eyes, from empty land to a finished building, and that’s what lets her talk about the project with love, not just as a job.
The Client Concern She Hears Most
We asked her about the biggest concern she faces from clients, and how she reassures or convinces them:
“There’s usually some confusion for them — the idea that we, as DIG, entered the New Administrative Capital and acquired plots of land. So, it was all about the idea of an acquisition at first, and the concept of an acquisition wasn’t widely understood back then. For them, what mattered was that the registry with the New Capital authority still carried a certain name, while the company I represent is DIG. What was a bit hard for them to grasp was what it means for one company to acquire another, until we started walking them through it step by step. What they came to understand about the acquisition is that we came in and fully acquired the company — so its name stays on the registry, but the owners, who are DIG, are the ones actually behind it.”
A simple misunderstanding around the word “acquisition” was enough to worry a client, until Haidy walks them through it step by step: the old company’s name stays on the official registry, but the owners now running it are DIG. That same kind of clarity is what comes up in real estate buying tips in Egypt for any buyer who wants to know who’s actually behind the project they’re about to buy.
How She Wants to Be Remembered
We asked her: after years of working at DIG, what does she want people to remember her for?
“They should keep remembering me — I stay in touch with clients continuously. The main thing I want them to remember me for is that when they start receiving their unit and start achieving their own successes, I want to go visit them while they’re using the place or living in it.”
Her relationship with a client doesn’t end at the sale — it carries on until they receive the unit and start living their own success, and that’s when she goes to see them herself.
What Makes a Client Stop at DIG’s Booth
The last question was about the exhibition: if a client walked by, what would make them stop at DIG’s booth?
“For me, our company offers you more than one product — commercial, administrative, medical, residential. Even off-plan units are available, and finished, fully built units are available too. For example, I have off-plan units — the Downtown projects are all still off-plan, and they’re at various construction stages, up to the tenth, ninth, and eleventh floors, plus units already built in the mall, and immediate delivery in R3. So, for me, I have more than one thing to offer, aside from the residential compound in R8 of course. So, for me, I have variety in what I offer, and the payment plan too — the thing you’ll always find us talking about is the payment plan. I always put together a payment plan that fits every client.”
Her variety isn’t just in unit type — commercial, administrative, medical, residential — it’s also in the construction stage itself, from units still off-plan to immediate delivery in R3. That’s part of a bigger picture about the New Administrative Capital that keeps coming up whenever we talk to salespeople working in it, like a sales Manager at another company with projects in the same area, who said it’s flexibility in the payment plan that makes the real difference for a client in the end.
