Dubai’s real estate sector is experiencing an unprecedented surge of small-scale developers entering the market, though industry experts caution that not all newcomers will withstand the intensifying competition. The market expansion, driven by massive influxes of expatriates, investors, and millionaires over the past five years, has created fertile ground for emerging developers from Asia, Middle Eastern nations, and Europe.
According to Cavendish Maxwell data, the first half of 2025 witnessed approximately 325 new projects introducing over 87,900 residential units to the market—averaging nearly 490 units launched daily. This remarkable growth trajectory has positioned Dubai as what industry leaders call “the most wanted brand” in global real estate.
Imran Farooq, CEO of Samana Developers, expressed concerns about the sustainability of many new entrants’ business models. “The mainstream developers are thriving because they can sell whatever they produce,” Farooq noted. “The challenge lies with the mushrooming small developers who may lack the necessary resources and global promotion strategies that define successful operations in this market.”
The competition is intensifying as market performance continues to break records. By October 2025, apartment sales had already exceeded the previous year’s totals with 99,758 units sold compared to 94,459 during the same period in 2024. Projections indicate 2025 could see approximately 120,000 apartment sales, representing a 27% growth in off-plan apartment transactions.
Wissam Breidy, CEO of HRE Development, emphasized that reputation building remains crucial in this free market environment. “Reputation surpasses monetary value in importance,” Breidy stated. “Once you establish credibility as a developer, trust follows naturally. Our focus remains on client relationships and data-driven decisions rather than obsessing over competitors’ movements.”
Industry analysts attribute Dubai’s sustained growth to strategic government initiatives, including the Golden Visa program introduced during the COVID-19 pandemic. This long-term residency option has transformed the demographic of property seekers, with more families seeking permanent homes rather than temporary accommodations. The UAE’s effective pandemic management and forward-thinking policies have bolstered investor confidence, creating what developers describe as “an era of strategic growth” for the emirate’s property market.