July 15, 2026 | Nadezhda Kirienok | UAE | Developer
For Kirienok, Dubai's institutional stability is the starting point of every investor conversation, but not something developers need to argue. "Investors do not need developers to tell them that Dubai is stable. They can see it in the city's sustained population growth, continued influx of global talent, ongoing infrastructure investment, and record transaction volumes," she says. Increasingly, the conversation goes beyond financial metrics. "Buyers are placing greater value on quality, legacy, and trust," she notes. For MERED, that is substantiated through the calibre of its partners.
Content That Moves Buyers
Kirienok is clear about what content actually works in the luxury segment. "The most effective content today is content that helps buyers understand the character of a project rather than simply showcasing the product itself," she says. "These conversations go beyond floorplans and amenities. Buyers want to understand the identity of a development and the experience it will deliver five or even 20 years from now. The developers who succeed are those who provide meaningful insights throughout that journey," she explains.
Buyers want to understand the identity of a development and the experience it will deliver
On Broker Enablement and Metrics
The shift in broker strategy, Kirienok says, has been the move from transactional engagement to relationship-driven partnerships. MERED responded by hosting an exclusive padel tournament bringing together senior brokers from 32 leading brokerage firms across the UAE. "The objective was not simply networking. It was about creating an environment where relationships could develop organically and where industry leaders could exchange perspectives outside traditional business settings," she explains.
The same thinking applies to how success is measured. "Two years ago, the industry was still heavily focused on lead volume," she says. "Today, the conversation is increasingly centred on buyer intent and engagement quality," she adds. The most telling indicators, according to her, are qualified lead rates, engagement depth, and the quality of conversations generated through campaigns. "With HNWIs, purchases are rarely impulsive. Buyers may engage with a project over several months while evaluating design, location, lifestyle, and long-term value. Success is increasingly measured by the strength of the relationship being built long before a transaction takes place," she concludes.
Real estate in Dubai sits where capital, regulation and international confidence meet, and it is the one sector where the entity is scrutinised as hard as the asset.
DHG Properties CEO Milos Antic explains why liveability, green spaces and integrated communities are becoming more important than location alone in shaping long-term residential value in Dubai.
Keturah CEO Talal M. Al Gaddah explains why disciplined capital, wellness-led design and proven execution are redefining Dubai's luxury real estate market as global investors prioritise long-term value over speculation.
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Andrea Corsini, CEO and Founder of Render Atelier, explains how architectural visualisation has evolved from a marketing asset into a strategic design tool. As Dubai's luxury real estate market matures, developers are increasingly using visualisation to refine design decisions, enhance buyer appeal, and create globally competitive projects.
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Owners Associations (OAs) play an increasingly instrumental role in influencing how communities operate and evolve. Their operational decisions, spanningOwners Associations (OAs) play an increasingly instrumental role in influencing how communities operate and evolve. Their operational decisions, spanning
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If you could take a time machine back to 2006 when the Dubai freehold law was implemented, would you buy the property?
Author- Mohammed Kaiser, Emaar Community Management L.L.C
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