BY UMAR BIN FAROOQ, FOUNDER & CEO, ONE BROKER GROUP
When I first entered the sales arena, it was clear: a compelling brochure and a prime location were enough to fuel interest. Dubai’s buyers trusted the city’s growth narrative, and developers focused more on scale than soul. But the world shifted. And with it, so did the people walking into our showrooms. Post-Covid, Dubai’s property market didn’t just recover—it redefined itself. And the buyers? They became unapologetically sharper, more nuanced, and more emotionally driven. I’ve worked with dozens of developers over the years as their exclusive sales agency. And I’ve never seen this level of expectation—and depth—in the buying psyche.
Buyers Think in Layers Now
Today’s buyer doesn’t just look at square footage and price per unit. They zoom in on ventilation, sunlight orientation, ceiling height, community soul. They want spaces that breathe—homes that feel intuitive, emotionally balanced, and functionally flexible. A spare room must be multipurpose. A balcony isn’t just for views—it’s for mental reset.
ROI Is Important. But So Is Meaning.
Earlier, ROI headlines drove traffic. Now, meaning drives decisions. During Covid, people sat within their four walls and asked hard questions about lifestyle. Those reflections didn’t fade—they became part of the buying DNA. This is why projects with thoughtful design, serene master plans, and embedded lifestyle benefits stand out. Emotion sells now. And it sticks.
Intelligent Doesn’t Mean Flashy
We used to celebrate “branded everything.” Now, buyers want integrated intelligence—not just gimmicks. Is your project future-proof? Are the materials honest? Is the branding there because it matters, or just for marketing flair? People dig deeper. They’ve become investigators, not just browsers. If your answers don’t match your claims, they walk.
Sales Isn’t Selling Anymore
In today’s climate, selling is only 30% of the job. The other 70% is listening, educating, and guiding. We’re no longer transactional partners—we’re strategic navigators. My team now finds itself explaining zoning, delivery risk, community upkeep, and even developer reputation history. This isn’t over-explaining—it’s building trust.
Digital Buyers Have the Edge
Before they even speak to us, today’s buyers have compared 12 projects, read 20 reviews, and scrolled 50 Instagram posts. The showroom is no longer their first impression—it’s their final checkpoint. Developers must understand this: information transparency is your best asset now. If you aren’t open, you aren’t chosen.
In my journey, I’ve watched projects succeed not because they were the biggest, but because they were the most thoughtful. As agencies, we sit in the middle—translating developer intent into buyer resonance. And that translation now requires more authenticity than ever.
