The rise of commission-free apps in Dubai is transforming the real estate landscape, presenting a powerful challenge to traditional brokers. As direct buyer-seller models gain traction, these innovative platforms are fostering greater accessibility and affordability in property transactions. This shift mirrors the disruption seen in the travel agency sector over a decade ago, marking a pivotal moment in Dubai’s real estate industry.
“We’re not approaching disruption; we’re already in it,” said Ainsley Duncombe, founder of Off Market Listing Dubai and a 17-year veteran of the emirate’s property scene. “Think back to the travel industry. How often do people still use traditional travel agents? That same transformation is already underway in real estate.”
His comments come as Dubai witnesses a surge in digital platforms that connect buyers and sellers directly, bypassing the traditional broker model that has long dominated property transactions.
The New Matchmakers
Leading this transformation is BuyHit, a platform founded by former professional footballer Thomas Gasmi, who transitioned into Dubai’s real estate sector in 2013. Launched in April last year, BuyHit operates with a dating app-inspired interface, allowing users to “swipe” on properties that pique their interest.
“When you buy property in Dubai, your reflex is to go on Property Finder,” Gasmi told Arabian Business, referring to the region’s dominant property portal. “We want to create the same reflex on your phone.”
What sets BuyHit apart is its flat fee of AED 5,000 (approximately $1,361) per transaction, regardless of property value. This contrasts sharply with the traditional commission model, where brokers typically charge 2-4 percent of the property’s value.
“If you sold any villa on the Palm, the minimum cost is between AED 500,000 up to AED 1 million as a commission, whereas here it will be only AED 5,000,” he explained.
BuyHit’s app includes verification measures similar to Apple ID, requiring phone verification and email confirmation to ensure user authenticity.
The platform has already secured partnerships with several developers, including Select Group, granting BuyHit exclusive access to certain inventory. Currently, BuyHit features approximately 100 registered secondary market listings alongside around 400 off-plan properties, totaling over 500 listings.
“The idea is to start from Dubai and, of course, to go to all the emirates here, like Abu Dhabi,” he said. “And after to cover the market of the Middle East, because you see what is going on around us, like Qatar, Bahrain, and even now what’s happening in Saudi Arabia.”
Gasmi is optimistic about BuyHit expanding throughout the region in the next three years, eyeing markets that are reforming real estate laws and encouraging greater foreign investment.
Emaar Joins the Fray with VYOM
Further underscoring this transition, Dubai’s largest developer, Emaar Properties, recently launched a digital resale platform aimed at facilitating the buying and selling of Emaar homes without relying on traditional intermediaries.
The platform, named VYOM, enables homeowners to list properties, upload photos, set pricing, and manage buyer inquiries through what the company describes as an “intuitive interface.”
“As the real estate landscape shifts, so must we. VYOM is more than a platform—it’s a new way of thinking about property resale. It puts autonomy, trust, and speed into the hands of our customers,” said Emaar’s founder Mohamed Ali Alabbar during the announcement.
According to Emaar, VYOM offers a secure and transparent alternative to traditional resale methods, addressing persistent market issues such as pricing inconsistencies, limited visibility, and poor communication between stakeholders. The developer has also announced plans to expand its functionality to encompass rental listings and develop a dedicated mobile app.
The launch of VYOM reflects a significant evolution in the market dynamics of real estate transactions in Dubai.
The 90% Prediction
For those closely following Dubai’s real estate market, these developments may not come as a surprise. Duncombe had forecast this transformation several months ago, predicting that up to 90 percent of real estate brokers could lose their jobs in their current formats within the next 18 months.
“There’ll still be the 10 percent of brokers that will continue to transact in a similar way to what they’re doing now. That’s more going to be in the luxury segment,” he stated on Arabian Business’ flagship podcast series AB Majlis.
“We’re heading into a fully AI-integrated ecosystem: CRMs, lead generation, nurturing, and even content creation will be automated and performance-optimized.”
“Imagine a broker simply telling their AI platform, ‘I need 100 leads this week and here’s my budget.’ That’s where we’re going… from manual hustle to intelligent, predictive systems.”
The reality seems to echo this prediction. BuyHit has already amassed over 500 property listings, and according to Gasmi, the platform has the capacity to soon list “10,000 to 20,000 units,” inclusive of developer inventory.
Winners and Losers
As with any major market disruption, the emergence of commission-free apps indicates a division of winners and losers in the evolving real estate landscape.
“Consumers will be the clear winners [with] faster access to accurate information, 24/7 and lower prices,” Duncombe foresees.
However, traditional real estate brokers face critical challenges. While both Duncombe and Gasmi agree that brokers won’t vanish entirely, their numbers are anticipated to dwindle significantly. Survival will likely hinge on adaptability.
“There will still be brokers, but fewer, and only those who evolve will survive. The ones with deep relationships, strong personal brands, and a commanding presence on social media will continue to add value,” said Duncombe.
Gasmi offered a more conciliatory perspective: “We are not trying to destroy the agency. It’s [an] alternative. You choose. You can find tomatoes everywhere—Spinneys, organic, in the farm. It’s the same product but at different prices and tastes.”
Dubai Property Market Context
This disruption occurs amidst a historically vibrant period for Dubai’s real estate market, characterized by record transaction volumes and an influx of high-net-worth individuals.
“The direction of the state is to reach what’s happened per square meter in Paris, London, and Vegas,” Gasmi remarked, suggesting the emirate’s real estate sector is evolving towards greater maturity.
The property market in Dubai is projected to maintain its upward trend this year, with prime residential capital values expected to surge by 8 to 9.9 percent, the highest among 30 global cities tracked by Savills in a recent report. This surge is driven by strong demand from high-net-worth individuals and family offices, alongside a robust supply pipeline, indicating a shift towards institutional investment and diversified sector performance.
Both entrepreneurs note that the Dubai Land Department’s efforts to digitize licensing and regulation processes signal governmental support for streamlined property transactions.
“We are following the wave of the state,” Gasmi elaborated. “The state wants more transactions, so the apps are there to make more transactions.”
For consumers fatigued by high commissions and the opacity that sometimes permeates property transactions, these new commission-free platforms provide a captivating alternative.
“Technology is rewriting the rulebook in real estate, and those who cling to the old model will be left behind,” Duncombe concluded. “We’re not talking about gradual decline; we’re discussing an overnight industry reset.”