By Khaled El Sherif, Founder & CEO, K Estates Dubai
In Dubai’s luxury real estate market, off-plan sales are about more than fancy renders and sales pitches. They’re about trust. Buyers are making major investment decisions before a single brick is laid. That means your reputation, knowledge, and ability to educate the client are just as critical as the project itself.
I started my real estate journey in Paris, working with one of the most ambitious ultra-luxury development projects in the world that currently holds the record for the most expensive home ever sold. From day one, I was exposed to a level of quality where every element told a story. When you are representing the works of some of the most talented craftsmen from around the world you learn how to communicate value with precision and confidence. That foundation shaped the way I approach off-plan sales today in Dubai’s fast-moving market.
Choose the Right Developers
The first step to winning trust is choosing your developer partners intentionally. At K Estates, our pool of developers is purposely small. We work only with those who have a proven track record of delivering projects on time and to the quality promised. If a developer hasn’t delivered successfully before, we won’t represent their projects. While we monitor promising new players closely, our clients trust us to prioritise reliability over risk, and that means partnering only with developers who have a proven record of top-quality delivery.
Our internal selection process for developers focuses mainly on two things: track record and price positioning. We look at how previous developments from the same developer have performed in the market and how the new project is priced compared to ready properties in the same area. If an off-plan property is priced 30% to 50% below a ready equivalent with a strong delivery history, the investment case becomes clear.
Once you’ve identified the developers you want to work with, move from what’s promised to what’s proven. The fastest way to build confidence is to let your clients see what the developer has already delivered and compare it against what’s available in the market today.
Show, Don’t Just Tell
Selling an off-plan property is ultimately about helping clients see what they’re investing in. The role of a great real estate advisor is to make them feel confident, not just convinced. That’s why I take the time to show them what the developer has already delivered, to turn a promise into something they can touch and imagine.
Seeing a completed project side by side with what’s upcoming allows clients to visualise their future home and understand why waiting a few years can mean owning something truly exceptional and forward-looking.
There’s now a noticeable gap between projects built before COVID and those being launched today. With the surge in off-plan development, developers are raising their game: investing more in design, amenities, and modern finishes. Buyers who choose ready properties are often purchasing homes designed for an earlier market cycle, while off-plan buyers are investing in the next generation of living spaces built for the future of Dubai.
Educate, Don’t Just Sell
Off-plan isn’t for everyone, and that’s why education is crucial. Before I talk numbers, I help clients understand how we got here in the first place: why demand is strong, why prime locations often have older inventory, and how upcoming areas are raising the bar. Real estate buyers who understand the context are more comfortable making informed decisions.
One of the first things I discuss is risk mitigation. It begins, again, with the developer’s track record, but it doesn’t end there. I show clients transaction reports to prove historic performance. I show them previous projects or, when needed, images of the finished product. And I make sure the pricing proposition is compelling. If the numbers don’t make sense, we’d rather advise clients to wait for the right opportunity. That honesty always pays off in the long run.
Three Pillars of Trust
In off-plan sales, we know trust isn’t earned through marketing. It’s earned through proof. Every successful deal we complete is built on three simple but powerful pillars:
- Listening to the client. Before we talk about any project, we make sure the client feels heard. That’s how the dynamic shifts from “we’re selling” to “we’re advising.” It’s also how we uncover what truly matters (whether it’s location, yield, flexibility, or legacy).
- Developer credibility. There are many promising new developers entering the market, and we’re always watching their progress. But for our luxury clients, we only work with developers who have a proven record of delivery. Clients need to know their investment is in capable hands, supported by a track record they can verify. Dubai’s regulations already protect buyers, but we go further, by choosing partners who consistently deliver quality that exceeds expectations.
- Price positioning. If the pricing doesn’t make sense within the market, trust is lost immediately. Whether it’s an investment property or a forever home, clients want to know the numbers add up. They need to understand the logic behind the price and see that real market data support it, whether that’s a meaningful gap to comparable ready properties, a solid projected yield, or a clear long-term value proposition.
When those three elements align, clients gain the clarity they need to commit. Without them, even the best product struggles to convert interest into action.
Handling Objections with Facts
Even when a deal is perfect, questions are a normal part of the process. The difference is in how you respond. I’ve learned to keep emotion and opinion out of it. Facts build confidence.
For example, concerns about delays are common. I explain how post-2008 regulations changed the game. Buyers’ funds go into escrow accounts, not to the developer directly. If a project is delayed or cancelled, their money is protected.
I also pay close attention to payment plans. A strong payment plan puts pressure on the developer, not the buyer. When 50–60% of the payment is due at handover, the developer is incentivised to deliver faster. Payment plans tied to construction milestones are another way to protect clients. If developers don’t build, clients don’t pay.
I’ve found that if you really listen to your clients and handle their concerns well, with facts not hype, you earn their business long-term. That’s how single transactions turn into long term lasting relationships.
Prioritize Retention and Reach
Lead generation is important, but retention matters more. I’ve had clients who bought from me more than a decade ago who are still with us today. That loyalty comes from doing right by them, helping them buy at the right time, at the right price, with the right developer.
As a boutique brokerage, word of mouth and referrals remain our strongest lead source. But Property Finder is a major driver of new client acquisition. It extends our reach and reinforces our reputation before the first call. For many buyers, Property Finder is their first touchpoint with K Estates.
Of course, Property Finder plays a major role in acquiring new clients. It’s often the first place people see our portfolio, our team, and the standard of properties we represent. It’s essentially our business card online. Beyond visibility, it also provides valuable market insights that help us track performance and benchmark against competitors.
When people Google your company, they don’t just see your website, they see your Property Finder profile. That’s where your ratings, reviews, and property listings tell your story before you ever meet the client. In our experience, a strong presence on Property Finder not only generates more inbound enquiries but also increases credibility.
Property Finder also gives us valuable insights that help us benchmark our performance against competitors, spot gaps in visibility, and identify where we can expand market share. It’s more than a listing platform. Property Finder is a strategic tool that shapes how we grow. And with the right partners and positioning in place, you can shift focus to assessing the market and trends, so you’re better guiding clients toward the best opportunities for them.
Opportunities in the Market
The Dubai off-plan market has shifted dramatically since 2020. Beachfront properties with private access are among the most desirable and scarce assets today. Ultra-luxury remains a strong opportunity because the number of completed units is still limited compared to demand. I also see growing opportunities in Grade A office spaces, where supply still trails demand, as well as in villas and townhouses, which remain undersupplied compared to buyer interest.
Long-Term Vision Over Short-Term Gains
For anyone entering this space, our advice is simple – play the long game. Don’t chase trends or short-term hype. Build a reputation for representing quality projects that hold their value over time. Focus on guiding clients toward stability when the market slows, not just during the boom. When trust is the foundation, success follows naturally.
Key Takeaways
The off-plan market in Dubai rewards brokerages that lead with trust, not just sales tactics. Start with developers who have proven track records. Give clients tangible proof through past projects and data, not just renderings. Educate buyers about the market cycle and risk mitigation, especially around pricing and payment plans. Use platforms like Property Finder to strengthen your digital reputation and reach new clients while refining your performance against the competition. And finally, build for the long game, because in off-plan real estate, reputation compounds over time.
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