Real estate companies in the United Arab Emirates have launched aggressive promotional offers during recent weeks, providing buyers with discounts reaching 30% on cash purchases and guaranteed annual investment returns of up to 9%. The promotional campaigns, which intensified during Ramadan 2026, also included reduced down payment requirements and special seasonal discounts of 3%, with one developer even offering cars to Emirati citizens who purchased property units.
According to data from the Dubai REST application operated by Dubai Land Department, real estate sales in Dubai during Ramadan 2026 grew 39.16% year-on-year, exceeding 50.1 billion dirhams compared to 36 billion dirhams during the same period last year. Meanwhile, Sharjah’s real estate sector recorded exceptional performance with transactions reaching approximately 4.6 billion dirhams, representing a robust growth of 71.8%.
Real Estate Promotional Offers Drive Market Competition
The surge in real estate promotional offers reflects heightened competition among developers seeking to capture larger market shares. Industry experts speaking to local media outlets explained that these incentives have significantly boosted sales volumes while providing added value to buyers navigating an increasingly diverse property market. The offers ranged from substantial cash purchase discounts to flexible payment plans tied to property handover dates.
Abdullah Kazim Al Nuaimi, founder and CEO of AKN Real Estate, stated that Dubai’s real estate market maintained its upward trajectory throughout Ramadan 2026, continuing momentum from previous years. He emphasized that this growth persisted despite exceptional current circumstances, reflecting increased awareness among investors and end-users in making more informed purchasing decisions.
Investor Awareness Shapes Buying Behavior
Real estate professionals noted a marked shift in buyer behavior during Ramadan 2026, with purchasers demonstrating greater sophistication in their investment approach. Al Nuaimi observed that purchase decisions are no longer made randomly but are based on careful study and precise selection. Buyers now focus more intently on property unit details such as floor plans and space allocations, indicating elevated real estate awareness levels.
However, the market saw limited availability of post-handover payment plans during this period. Al Nuaimi attributed this to developers’ focus on accelerating cash flows amid strong demand conditions. He expressed hope that upcoming periods would see more flexible payment schemes extending beyond property delivery dates to support new investors and end-users.
Market Dynamics and Transaction Volumes
The strong demand environment has intensified competition among real estate companies to introduce additional offers and facilities for securing larger market shares. Safwan Al Salamat, real estate expert and executive director at Al Soum Real Estate Company, confirmed that recently launched offers substantially enhanced competitiveness in the real estate sector and notably supported sales growth, particularly through buyer-friendly payment facilities.
Additionally, real estate broker Majdi Abdulaziz highlighted that property markets are characterized by high project diversity, which has maintained strong demand levels. This variety has led to increased competition among companies offering promotional deals and additional payment facilities to capture greater sales volumes of their available units.
Ready Properties Dominate Sales Activity
Ready properties captured the largest share of total real estate sales in Dubai during Ramadan 2026, valued at 25.78 billion dirhams, according to statistics compiled from Dubai Land Department data. In contrast, off-plan properties recorded 24.33 billion dirhams in transactions. The total sales encompassed 12,054 residential units and 1,327 buildings across various emirate locations.
Real estate broker Ahmad Bakr described the promotional offers as positive indicators that accelerated sales growth at exceptional rates. He explained that strong demand in the real estate sector served as one of the primary motivators encouraging numerous companies to launch expanded offers, enabling them to attract additional new buyers into the market.
Industry observers expect promotional campaigns to continue in coming months as demand remains robust and competition intensifies among developers. The extent and structure of future offers will likely depend on market absorption rates and developers’ strategies for maintaining sales momentum while managing cash flow requirements.
