Dounia Fadi, Managing Director and Country Leader of eXp Realty reveals why there is still immense room for growth in the MENA’s proptech sector, how the region is still in the early stages of smart city development and digitization of real estate, and explains just how the metaverse is offering new opportunities for virtual real estate and immersive property experiences.
What are the key proptech trends to look out for in the UAE this year?
Looking at the proptech landscape in Dubai and the Middle East, several trends are likely to define the next year. First, we’ll see the continued rise of AI-driven property management and customer service solutions. With Dubai’s real estate market being incredibly dynamic, AI tools that offer predictive insights, optimize operational efficiency, and enhance client interaction will become even more essential. Blockchain technology will also gain further traction, especially as Dubai continues to position itself as a hub for blockchain adoption in real estate transactions, making the process more transparent and secure.
Another key trend is sustainability tech. The UAE government’s strong commitment to sustainability initiatives, including the ‘Net Zero by 2050’ initiative, will drive demand for smart technologies that reduce carbon footprints in buildings. Lastly, virtual reality (VR) and digital twins will become crucial for international buyers, as the Middle East remains a hub for foreign investment in real estate. These technologies allow potential buyers to experience properties virtually, offering immersive experiences without needing to be physically present.
Is there still room to grow for MENA's proptech sector? Or are we entering a saturated market?
There is immense room for growth in the MENA proptech sector. While we’ve seen rapid expansion, especially in Dubai, the market is far from saturated. In fact, the Middle East is still in the early stages of smart city development and digitization of real estate. With landmark projects like NEOM in Saudi Arabia and new, ambitious developments in Dubai, the demand for innovative, tech-driven solutions will only increase.
What’s also crucial to remember is the ongoing digital transformation across the region. Technologies like AI, blockchain, and IoT (Internet of Things) are still being explored and refined within real estate, which leaves a lot of space for start-ups to introduce disruptive solutions. As more governments and private sectors push for sustainable urban growth and smart living solutions, the opportunities for proptech to thrive are only going to expand.
What about data when trying to secure relevant property listing on websites, is this still a bit of a challenge?
Data remains a challenge, but we’re seeing progress, particularly in markets like Dubai, where the demand for real-time, accurate property listings is high. One of the main obstacles is data fragmentation—information across different platforms can be outdated or inconsistent, making it difficult for both buyers and agents to rely on listings. However, AI and machine learning are now being used to address this issue, ensuring that listings are up-to-date and accurate in real-time.
Moreover, blockchain has the potential to revolutionize how property data is stored and shared, offering transparency and reliability in property transactions. In Dubai, where international buyers make up a significant portion of the market, having reliable and secure data is crucial for maintaining trust. We’re not entirely there yet, but with the Dubai Land Department and other authorities investing in smart technologies, we’re on the right track to overcome these challenges.
What about the metaverse and how has this changed the real estate market?
The metaverse is making waves in the real estate industry, and Dubai is at the forefront of this digital transformation, I personally really enjoy using this technology since eXp Realty operates on the cloud using the metaverse technology to work, train and collaborate with the rest of our global team. In the Middle East, where real estate is a key driver of economic growth, the metaverse offers new opportunities for virtual real estate and immersive property experiences. One aspect is the rise of virtual property ownership—people are buying digital land within the metaverse, which has created a new, speculative investment space.
However, in the traditional market, the metaverse is changing how we market and sell properties. Through virtual reality (VR) and 3D property tours, buyers—especially those from abroad—can now explore homes, offices, or entire developments from the comfort of their own homes. This is a game-changer for places like Dubai, where foreign investment in real estate is significant. The ability to experience properties virtually makes it easier for developers to engage potential buyers early on, particularly in off-plan projects. The metaverse is still evolving, but it’s clear that it’s set to play a significant role in how we market, buy, and sell properties moving forward.
Tell us about the market opportunity and whether there is a rise in proptech start-ups across the Middle East. Are we seeing more women-led proptech start-ups?
Absolutely, and this is one of the most exciting developments in the region. We are seeing a strong emergence of women-led proptech start-ups, especially in Dubai and Saudi Arabia. The UAE has been leading the way in empowering women in business, with government-backed programs and accelerators focused on female entrepreneurship. Women leaders in the Middle East are increasingly shaping the proptech sector by developing solutions around smart city infrastructure, AI tools, and digital real estate services.
The rise of women entrepreneurs in proptech is a reflection of the region’s commitment to creating inclusive business environments and supporting gender equality. These women-led ventures are not just thriving but are also pushing boundaries in terms of innovation, particularly in areas like property management solutions, data analytics, and sustainability technologies.
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