Luxury Off-Plan Sales Surge in Dubai; 244 Deals Worth 3.4 Billion Dirhams

Dubai’s luxury residential market logged 244 off-plan sales above AED5 million in July alone, generating a combined AED3.42 billion. That volume, spread across multiple price brackets and property types, tells a more complete story about the sector’s health than any single headline transaction.

The breakdown, according to analysis by Keturah, shows 151 off-plan apartment sales worth AED2.3 billion alongside 93 villa transactions generating AED1.1 billion. Within the apartment segment, the AED5-10 million bracket led in transaction count with 81 sales totaling AED552.6 million. Activity at higher price points was equally meaningful: 41 sales between AED10 million and AED20 million generated AED593.6 million, while 24 transactions in the AED20-50 million range produced AED708.5 million. Four apartment sales fell into the AED50-100 million bracket, averaging AED69.9 million each, with one transaction reaching AED166 million.

The villa segment showed comparable spread. Sixty transactions in the AED5-10 million range totaled AED387.4 million. Twenty-two sales between AED10 million and AED20 million generated AED317.2 million, and ten villa transactions in the AED20-50 million range were worth AED334.1 million, with one additional villa selling for AED72.7 million.

By contrast, a market dependent on isolated trophy deals would show concentration at the top and thin activity below it. July’s data shows the opposite.

Talal M. Al Gaddah, CEO and Founder of Keturah, frames resilience in luxury property as the capacity to maintain meaningful activity across different segments, with buyers continuing to commit substantial capital across both apartments and villas at varying price points. That framing holds up against the three-month picture: Dubai developers recorded 942 off-plan residential sales above AED5 million between May and July, with combined value of AED12.11 billion and an average of AED12.9 million per property. A single month can flatter or mislead; three months of consistent volume is harder to dismiss.

Meanwhile, demand for completed homes ran alongside the off-plan activity. In July, developers recorded 43 ready property transactions above AED5 million worth AED552.8 million, averaging AED12.9 million per sale. Buyers engaging simultaneously in both off-plan and ready segments add another layer of depth to the demand picture.

For developers operating in this environment, the practical implication is clear. The market is rewarding those who can deliver residential communities capable of justifying substantial long-term commitments from investors, not just those who can price aggressively or market effectively.

Keturah’s own development strategy reflects that reality. The company launched in 2022 with a focus on residential communities built around wellbeing, design and personalized experience, grounded in how residents increasingly use their homes and the growing demand for environments where architecture, nature, hospitality and lifestyle converge. The company currently has two luxury communities under development in Dubai: Keturah Reserve, a billion-dirham bio-living community in Mohammed Bin Rashid City’s District 7, and the Ritz-Carlton Residences at Keturah Resort, situated on the shores of Dubai Creek adjacent to the Ras Al Khor Wildlife Sanctuary.

What July’s data ultimately surfaces is a market whose strength runs through its breadth. The open question for the months ahead is whether that distribution across price points and property types holds as new supply enters the market and developers compete for the same pool of committed buyers.