July 21, 2026 | RT Bureau | UAE | Developer
Ritesh Lamba, Marketing Director at Dugasta Properties, does not spend much time on the stability conversation. Not because it does not matter, but because he believes the market has moved past the point where stating it carries any weight. What interests him more is what comes after, how developers prove it, how buyers now evaluate it, and what the next phase of Dubai’s real estate market will actually be defined by.
For Lamba, the stability narrative has run its course as a differentiator. “The conversation around Dubai’s stability has matured,” he says. “What was once a key differentiator is now largely expected, so the most effective developers demonstrate stability rather than promote it,” he adds. Buyers, he explains, are no longer moved by broad claims. “They respond to tangible indicators such as strong infrastructure, well-established communities, transparent regulation, consistent project delivery, and long-term urban planning,” he notes.
The shift in tone is deliberate. “Marketing is shifting from promotion to reassurance, focusing on proven performance, trust, and community outcomes. Stability is most credible when buyers experience it for themselves rather than being told about it,” he adds.
The rise of the end-user buyer has fundamentally changed how Lamba’s team communicates. “Golden Visa holders, entrepreneurs, professionals, and international families are increasingly purchasing homes to live in alongside their investment purpose,” he says. That shift has made marketing more human in its orientation, with lifestyle, family needs, and long-term aspirations becoming central to the conversation.
“Buyers are increasingly asking not just ‘What’s the return on investment?’ but ‘What’s the return on living here?’” he shares. “The most successful developers understand that creating desirable communities strengthens both resident satisfaction and long-term asset value,” he adds.
Lamba believes the most significant shift ahead is behavioural rather than regulatory or geopolitical. “Dubai is increasingly seen as a destination for residency rather than purely investment capital,” he says. Tools like WhatsApp and CRM platforms have, in his view, evolved into something more strategic. “They have evolved into strategic engagement platforms that enable faster, more relevant, and highly personalised interactions,” he notes.
His outlook for the remainder of 2026 and beyond is focused on transparency and consistency. “Buyer sophistication has increased significantly, supported by AI tools and global access to information,” he says. “The next phase of Dubai’s real estate market will be defined by the ability to deliver a complete, credible, and long-term residential experience,” he concludes.
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