October 27, 2025 · By Thomas Bakker
Top 10 Marketing Tactics in the Dubai Property Market
The property market in Dubai is growing rapidly, but this also means that many clever marketing tactics are used to convince new investors. Here are the ten most common tactics you should be aware of:
Guaranteed Rental Yield of 10%
Project developers or real estate agents often attract buyers with a guarantee of high rental income, for example 10%. What is not mentioned is that this guarantee is usually only valid for one or two years. After that, the actual rent often drops significantly, meaning the yield is nowhere near the promised figures.
No Commission
"No commission" seems advantageous at first glance. In reality, the commission is usually already included in the sale price. This means you still pay the costs indirectly. Always compare with other projects to be sure of what you are actually paying.
It is useful to know that with off-plan property, the developer pays the commission (the selling party) and not the buying party. The commission is therefore always the same.
Post-Handover Payment Plan
Post-handover payment plans allow you to pay only after the property is handed over. That sounds ideal, but if you cannot rent or sell the property immediately, you are left with monthly expenses. Furthermore, if the project is delayed, you must bear the costs for longer yourself.
Attractive CGI Images
Many projects are presented with impressive computer-generated images. Especially with off-plan property, these images are often too good to be true. The reality on the day of handover is rarely as perfect as in the images.
Everything is Called "Luxury" Nowadays
Virtually every project is labelled as "luxury", but this says little without concrete information. Pay attention to factors such as the quality of the finishing, materials used, and amenities. Only then can you assess whether the project is truly luxurious.
Promises About Up-and-Coming Areas
New or up-and-coming areas are often sold with attractive future plans. Think of new infrastructure or shopping centres. But future visions are not guarantees. Visit the area and look at the current amenities and living environment before you decide.
Hidden Service Charges
Service charges are sometimes described as "reasonable" without further details. Always ask for the exact amount per m2 and what is included. This will prevent surprises after the purchase.
Green Views
A "green view" sounds attractive, but in reality it can mean there is just one tree outside your window. Visit the project yourself to see what your view will actually be.
Close to the Metro
The term "close" is often used, but in practice it can sometimes mean a 20-minute walk in the full sun. Check the location and distance to the nearest metro station yourself.
Guaranteed Investment
Some developers use the word "guaranteed" to suggest certainty. In reality, nothing in property is guaranteed. The market depends on supply and demand, and prices can fall.
Therefore, rely on your own analysis and ensure you are well informed.