By Eyal Ashur, Sales Consultant – AQUA Properties
It happens to most of us – you’re looking for a property, and that search begins online. You might speak to friends, family and acquaintances about good areas, the price range, schooling and other facilities that are important to you.
Those friends and family that overflow with advice, often unwarranted, are sharing opinions clouded by a variety of factors. Their desire for you to buy in a certain area will more than likely be based on their own likes and dislikes, not yours.
If you seek out a knowledgeable and experienced agent in the district or city you are looking in, then you immediately gain access to a host of relevant options, with the factors that matter to you. And the more experienced the broker, the wider the potential range of suitable properties they can show you.
It is up to the agent to show relevant options so the buyer is informed. Using an agent means your property search not only becomes more strategic, it’s more personal, too.
It’s all about nuance
Experienced brokers, like me, have shown so many apartments, have seen so many different layouts and different views, that we can rapidly let you know – with honesty and impartiality – which properties are good to buy and at what price.
For example, I know which units are off market, which are negotiable and which have great potential for capital appreciation. We know where the sun goes up and where it goes down all year long, we know who the neighbours are, and which contractors are best to use for your renovations.
Of course, we live in a digital world now, and you might think searching online is effective and useful. But where’s the human touch? Do those site search filters really allow you to drill down to find that dream home or perfect investment?
A human real estate agent brings empathy. Property deals don’t always go smoothly. If it’s your first property purchase, getting an agent on side means you’ve got someone fighting your corner; helping you along every step of the way. That agent will have a good understanding of your situation, your spending power and your lifestyle choices, for example. And with their experience comes the reassurance that you will be dealing with other reliable, trustworthy professionals throughout the process, and being guided through the complexities of purchase.
What online searches can’t provide
The Dubai real estate market can feel like a maze.
Often, buyers and sellers are simply seeking reassurance, through a reliable and reachable contact person. Having a representative that will not only take the time (24/7), but will always be honest and provide value is crucial.
When it comes to off plan purchases, calling upon the services of an agent is quite straightforward, as they will show you several alternatives. When the agent is honest and good, they will only offer options that are best for you – not for them.
In the secondary market, I’ve noted that it’s becoming increasingly difficult to find the right property for the right price without a specialised agent. In 2025, owners rarely put a property on the market themselves, increasingly relying on agents to sell their property. How will you find that specific dream house without an agent with insider knowledge to help?
Having a background in the luxury hospitality sector, I pride myself on taking the time to understand how and when clients like to communicate, whether it’s a call, voice mail or WhatsApp message, for example. I ensure I’m always flexible, and always aim to go the extra mile. Many clients, of course, are abroad, so I’m mindful of time differences too.
As an impartial assistant in your buying process, I can offer insight that you might not have. I’ve often helped people steer away from the emotions involved in a property purchase, taking the time to help them understand the financial side of things better. For example, a young couple might buy a property based purely on its design or the surrounding lifestyle advantages, without considering the long term future rental value.
And it’s equally important to look at factors such as sunlight, floor level, age of the building, potential noise from neighbours or nearby construction or traffic, and layout, rather than just the obvious matters like views, size and location.
I see my work as a kind of choreography, a dance between buyer and seller, need and desire, and the buyer’s family dynamics. I respect what everyone brings to the table, and view my role as one which enables people to negotiate and bring all their hopes, dreams and desires together into one coherent vision.
My job is to facilitate purchase decisions that please everyone, and provide value through good communication, while ensuring I paint an honest picture of the locality, its upsides and downsides.
Through all of the above, I have built up a good name in Dubai’s real estate sector. And this includes giving the highest levels of service, even after the purchase. Satisfied buyers can quickly become your ambassadors, providing you with more clients in the long term. I’ve always said that word of mouth is the strongest marketing tool, so always ensure you use it well.
Identifying the right agent
A great agent takes care of your unspoken needs. Someone who knows the right people to recommend to you. I have worked numerous times with great lawyers, conveyancers, mortgage advisors and handymen, for example, which I know are reliable. This invaluable knowledge, gleaned over my career, will save buyers time, money and most importantly – a headache.
And a great agent is always just a phone call away with the right answer. You deserve a broker who doesn’t disappear and will not charge you for unnecessary things; one who will not settle for a less-than-perfect deal for you and for themselves. A great agent will be a confidante, a trusted advisor, and a problem solver. Can an online search do that?