Dubai Property Brokers Face New Competition: Can AI and Human Expertise Keep Them in the Game?

Should Dubai Property Brokers Worry About AI?

Dubai’s property market is shifting as major developers bring more sales activities in-house. Emaar’s launch of Vyom, a digital resale platform, lets owners list their properties directly, bypassing traditional brokers. Once a property is listed, an Emaar sales associate takes over, signaling a new approach to handling resale transactions.

Though Vyom currently handles only Emaar-built properties, plans to include rental listings mean more competition ahead for brokers. Other developers like Damac have similar platforms, and more are expected to follow. The question brokers face: how will this affect their role, especially in high-value deals?

Broker Commissions in Dubai

Commissions typically range between 5% and 10%, with higher incentives for exclusive or hard-to-sell properties. For agents closing deals worth tens of millions of dirhams, these commissions are significant.

How Brokers Are Responding

Many brokers are adapting quickly. Some expect commission rates to soften, but others are turning to AI tools to stay competitive. For example, Unique Properties recently partnered with AI Realtor, investing $20 million over two years to integrate AI-driven services.

AI isn’t about replacing agents. Instead, it acts as an assistant during early property searches. Buyers can interact with AI through WhatsApp to get recommendations and manage logistics like scheduling viewings and follow-ups.

Human agents step in at critical moments such as negotiations and closing deals, while AI handles background tasks to keep the process smooth. This hybrid approach helps brokers focus on providing expert advice and personalized service, especially across multiple projects.

Why AI Is Not the Enemy

AI will impact many job roles, particularly entry-level tasks that can be automated. In real estate, AI supports routine work, freeing agents to focus on higher-value activities.

New ventures like Percent&Co, backed by UAE-based Mira Developments, combine AI-driven investment recommendations with top brokerage and marketing professionals. This blend targets international investors, showing how AI and human expertise work together in Dubai’s market.

Ultimately, brokers who embrace AI to enhance their services—not replace them—will thrive. The future lies in balancing technology’s efficiency with the trusted insight only skilled agents can provide.

What This Means for Sales Professionals

• Expect digital platforms from developers to grow, reducing some traditional brokerage roles.
• Adopt AI tools to improve client engagement, property matching, and administrative efficiency.
• Focus on relationship building, negotiation skills, and providing comparative market insights.
• Consider training in AI applications relevant to sales to stay competitive. Resources like Complete AI Training for Sales Professionals can help.

Dubai’s property market is evolving. Brokers who leverage AI to support their expertise will maintain their edge in this competitive environment.