Dubai property agents under pressure as real estate market heats up in 2025

Dubai: Dubai's property market has been heating up more than ever, with foreign buyers pouring in, Golden Visa still drawing investors, and demand for luxury homes soaring.

So it’s another banner year for real estate in the emirate. But while headlines paint a picture of unstoppable growth, real estate agents on the ground are facing a very different reality: more pressure, tighter rules, and smarter clients.

Dubai-based real estate brokerage eXp Realty Dubai points out that behind the city’s booming property numbers lies a major shift — one where agents must evolve quickly to stay in business.

Last year saw a record-breaking Dh528 billion in property transactions, according to the Dubai Land Department (DLD) — a 17% jump from 2023. But with over 12,000 registered brokers now operating in the city and international agencies entering the fray, it’s no longer enough just to have a RERA card and a car.

“Competition has become intense,” say industry insiders. “Standing out now requires deep market knowledge, digital know-how, and client servicing that goes beyond just closing deals.”

The Real Estate Regulatory Agency (RERA) has stepped up compliance measures. Agents must renew their licenses annually, pass mandatory exams, and follow strict rules for marketing under the Trakheesi system. Missteps — even unintentional — can lead to fines or suspension.

“Gone are the days of running ads freely or making claims without evidence. Clients expect transparency, and the regulators demand it,” explains a senior broker.

Buyers today — especially global high-net-worth individuals — come armed with data from platforms like DXBinteract, Property Finder, and Bayut. They know what’s selling, at what price, and often compare multiple communities and projects before making a move.

“There’s no room for vague pitches. Agents now need to show community trends, yield comparisons, and price histories on the spot,” says Dounia Fadi, Managing Director of eXp Realty Dubai.

From Palm Jumeirah to JVC and Dubai South, real estate growth isn’t uniform. Off-plan sales dominate headlines, but concerns about handover delays and rising service charges are making some buyers cautious.

For agents, this means guiding clients not just through deals, but around risk — helping them choose credible developers and avoid oversupplied areas.

As Dubai cements its status as a global investment hub, one thing is clear — the property market may be thriving, but only the most prepared agents will thrive along with it.