Short answerOn property portals in Dubai, buyers often see the same unit listed by several agencies, so every lead is contested. An agency's own website wins the leads portals do not hand out: owners who want to sell or let, and buyers who already know the agency. It needs current listings with their Trakheesi permit number and Madmoun QR code, agents with their broker numbers, area pages and viewing requests on WhatsApp.
An owner in Dubai Hills wants to sell their villa. They do not browse portals for an agent. They ask two friends for a name, then search it. What they find in the next minute decides whether they call.
Shared leads and missing names
Portals are where buyers search, and every agency needs them for reach. The trade-off is that a buyer sees your listing next to other agents offering the same unit, and the conversation goes to whoever answers first.
Owners choose differently. A landlord or seller picks an agency, not a listing. They look for a track record, the areas you know and the people who will handle their property. A portal profile shows little of that. Your own website can show all of it.
What the rules require
In Dubai, property advertisements need a permit through the Dubai Land Department's Trakheesi system. Since 24 April 2023, the DLD has required real estate companies to feature a Madmoun QR code on their print and audiovisual advertisements. Buyers scan it to check that the advertisement is approved and to see the advertiser and the status of the property.
The portals show the permit number and QR code on their listings, and your own website should too, along with each agent's broker registration number on their profile. Let your compliance officer confirm the current rules once. After that, every new listing carries the fields automatically.
What an agency website needs
- Listings you update from your phone. Price, status and photos. Mark a unit sold or let with one tap, so old listings stop bringing calls.
- A search that works on a phone. Buy or rent, area, bedrooms, off-plan.
- Viewing requests on WhatsApp. The buyer picks a property and a day, and the request lands in your chat.
- A valuation request for owners. The lead no portal hands you.
- Agents with their areas, languages and broker numbers.
- Area pages. A short, honest guide to each community you know: what sells, what rents, schools and commutes nearby. Buyers look for this local knowledge, and so do AI assistants answering their questions.
- Off-plan projects as their own group, with the starting price, the payment plan and a request button.
Keep it current, or take it down
An agency website full of last year's listings does more harm than an empty one. Buyers call about sold units, and owners see an agency that does not keep track. Whoever lists a property should be able to update or remove it from the phone in the same minute.
This week
- Search your agency's name and your main community, and see what comes first.
- Check every live listing on your website for its permit number and current status.
- Add a valuation request with a WhatsApp button.
- Write one area page for the community you know best.
Questions
How much does a website for an estate agency in Dubai cost?
At MM², AED 2,500 setup and AED 449 a month on the Medium plan, or AED 5,000 setup and AED 799 a month on the Premium plan. Hosting, the domain and one small change a month are included.
Do estate agents in Dubai need a permit to advertise a property?
Yes. Property advertisements in Dubai need a permit through the Dubai Land Department's Trakheesi system, and since 24 April 2023 the DLD has required a Madmoun QR code on print and audiovisual property advertisements. Confirm the current rules with RERA or your compliance officer.
Do I still need the property portals if I have a website?
Yes, for reach. Your website is where buyers who already know your name, and owners looking for an agent, come to you directly.