The eight questions
1. "Show me your last 5 closed transactions in this area."
You want specifics: building, BR/BA, sale price, date, days on market. If they hesitate or generalise, they don't have the depth.
2. "What does your marketing standard include?"
Specific deliverables expected: - Professional photography (not phone) - Wide-angle floor plans - 3D virtual tour (Matterport or equivalent) - Drone for villas - Listing on PF + Bayut + Dubizzle minimum - Database matching to qualified buyers - Social media reels - Performance reviews weekly
If they shrug at any of these, they're not full-service.
3. "Can you commit to weekly performance updates?"
Good listing agents provide structured weekly reports: portal views, enquiries received, viewings conducted, comparable activity, recommended adjustments. If they say "we'll keep you informed," they won't.
4. "What's your commission, and what's included?"
Standard: 2% + 5% VAT, paid by seller, due at trustee office.
Beware: - Agents undercutting (1.5%) often deliver less marketing and effort - Agents adding "administration fees" or "listing fees" beyond commission
5. "Do you do exclusive or multi-agent listings?"
For most properties, exclusive (60–90 days) wins. Multi-agent listings dilute marketing effort, create inconsistent presentation, and signal seller indecision.
If they push you to multi-agent without explaining benefits, they may not be confident in their own marketing.
6. "What's your qualified-buyer database depth?"
Strong listing agents maintain a database of 200+ pre-qualified buyers actively looking by area, budget, type. Often the actual buyer comes from this private channel.
Ask: "How many buyers in your database actively want a property like mine?" Specific numbers indicate real depth.
7. "What's your typical days-on-market?"
Compare to area median (we publish this; data also available on Property Monitor). Agents materially better than median have process advantages worth choosing.
8. "What's your post-listing performance review process?"
Good answer: "After 30 days, we review portal stats, viewing feedback, and comparable sales. If we're not getting offers, we discuss price adjustment or marketing refresh together."
Bad answer: "We just keep promoting it."
Red flags
- Promising specific high prices to win the listing — over-promise → eventual price reduction → DOM stigma
- Contracting for 6+ months exclusive — too long; market dynamics change
- No clear commission breakdown — fee transparency is basic professionalism
- No track record in your specific area — area knowledge matters
- Reluctance to provide reference clients — happy clients are willing references
Contract terms to negotiate
Standard Dubai listing agreement:
| Term | Standard | Negotiate? |
|---|---|---|
| Commission | 2% + 5% VAT | Below 2% only with specific service trade-off |
| Exclusivity period | 60–90 days | Yes, can negotiate down to 30 if uncertain |
| Termination notice | 14–30 days | Yes |
| Renewal clause | Auto or expressly | Make explicit, not auto-renew |
| Marketing budget | Included or separate | Confirm included |
| Open house permission | Optional | Both parties' approval |
When to switch agents
Don't keep an underperforming agent through their contract just to be polite. If after 30–60 days: - Portal views are below comparable listings - Enquiries are minimal - Photos look amateur - Communication is reactive only - No structured performance review
Have a frank conversation about adjustment. If no change in 30 more days, terminate per contract terms (typically 14–30 day notice). The cost of a wrong agent compounds — better to switch.
What good listing agent does in 30 days
| Day | Activity |
|---|---|
| 1 | Contract signed; brief reviewed |
| 2–3 | Photographer scheduled and booked |
| 4–5 | Photography done; 3D tour booked |
| 5–7 | Listing copy drafted and approved |
| 8 | Live on PF + Bayut + Dubizzle; database broadcast |
| 8–14 | First wave of viewings; first feedback collected |
| 14 | First weekly review with seller |
| 21 | Second weekly review; viewing trends analysed |
| 28 | Decision point: continue, refresh marketing, adjust price |
| 30 | Median of our listings receive their first acceptable offer |
Mediocre agents do half this in 30 days.
Our standard
Al Amman listing engagements include all 8 questions answered explicitly upfront. Marketing budget is included; we don't charge extra. Weekly performance reviews are scheduled at signing. We're happy to provide reference clients (recent sellers) on request.
Frequently asked
Exclusive 60–90 days for most properties. Single accountable agent, consistent marketing, focused effort. Multi-agent makes sense only for unusual properties where wide audience is needed and seller can't choose between brokers.
Sometimes. Below 2% is rare for full service. We sometimes structure milestone-based commission (e.g. 1.5% if closes within 60 days, 2% otherwise) to incentivise speed. Frame any negotiation around service trade-offs, not just price.
Generally not recommended. Real estate transactions require professional skill — comparable analysis, marketing, negotiation, contract drafting, RERA compliance. Unprofessional handling costs more than the commission saved.
Muhammad Adnan founded Al Amman Properties in 2012 after a decade in Dubai's brokerage and property-management space. Under his leadership, Al Amman has closed 500+ sales transactions and built a 2,000-unit management bo…