Dubai Land Department introduces new rule for property sale ads
Did you recently close a property deal in Dubai? Brokers must now meet a new requirement before announcing it.
Dubai’s property brokers are no longer permitted to immediately post ‘Just Sold’ ads after completing a deal. As per the latest directive from Dubai Land Department (DLD), these ads can only be published after the property is formally transferred to the buyer.
“The circular targets brokerage houses and agencies, ensuring that ‘Just Sold’ announcements are only made after the transaction is officially transferred,” said Lewis Allsopp, Chairman of Allsopp & Allsopp Group. “This step is vital for maintaining market transparency and trust among buyers, sellers, and investors. It prevents any misleading information in the market.”
Clear rules for property advertisements
Authorities in Dubai have made it clear that misleading ads related to property sales or rentals will not be tolerated. Brokers must follow specific procedures and obtain permits for advertisements. This new requirement ensures that ‘sold’ ads meet the same stringent standards.
Previously, brokers often used ‘Just Sold’ posts as a promotional tool, even before legal formalities were completed. Now, such ads must reflect actual legal transfers backed by DLD data.
While brokers don’t need approval to advertise sold properties, they must adhere to the new regulation or face penalties, according to Allsopp. Initial property ads also require permits.
Mandatory advertising permits
RERA (Real Estate Regulatory Agency) mandates permits for all property listings. Brokers must use the Trakheesi system on the DLD website to generate a unique ID for each listing, confirming its legitimacy and connection to a valid property listing agreement.
Stricter rules on ad accuracy
RERA has also tightened guidelines on the information brokers can include in property ads. Every detail must accurately represent the property.
“In the past, misleading ads caused frustration among buyers and tenants, wasting time and creating mistrust,” said Allsopp. “With these stricter measures, brokers posting inaccurate ads now face fines and penalties.”
Limits on duplicate listings
RERA also introduced restrictions on multiple listings of the same property. Only one authorized broker or agency can list a property, and duplicate ads are banned. This ensures a smoother search process for buyers and tenants.
Impact on property listings
The stricter regulations have reduced the number of property listings, according to market sources. While this may have affected revenues for some property portals, it has significantly improved the quality and accuracy of listings.
Allsopp noted, “In individual residential communities, we see fewer but higher-quality listings. Although some issues remain, the progress has been substantial.”
