Not just growing but growing up: Q1 data reveals a shift in Off Plan strategy

Dubai's property market isn’t just expanding, it’s growing up. More families are choosing to settle long term and that shift is changing the face of real estate in the city. Communities designed for real life, not just investment, are seeing record activity and the numbers from Q1 2025 tell a clear story.

Read on to uncover the clear patterns emerging from the Q1 2025 market reports and what they mean for your next move.

Off Plan Dubai: market in review

Dubai’s Off Plan sector recorded nearly 25,000 transactions and AED 53.8 billion in total sales in Q1, signalling strong investor activity. But the real story is in the details: townhouse transactions rose 77% year-on-year (YoY), while villa prices climbed 26.9%. Apartments continued to dominate the Off Plan market, accounting for 86.7% of all transactions, with the price per sq.ft holding steady YoY.

When it comes to buyer profiles, different property types attract distinct audiences. Apartments remain the top choice for investors and first-time buyers, especially those targeting properties around AED 2 million to qualify for the Golden Visa and capitalise on attractive rental yields.

The surge in townhouse sales reflects a shift among buyers upgrading from apartments, particularly families seeking more space and longer term value. Meanwhile, villa sales rose as investors looked to lock in long term capital growth in high demand, low supply segments.

“Investors aren’t just chasing yield anymore,” said Simon Baker, Managing Director at haus & haus. “They’re watching where long term demand is headed and right now, it’s in family sized units, lifestyle communities and infrastructure backed locations. That’s why villas and townhouses are outperforming. It’s an exciting shift in strategy.”

Who are Dubai’s top developers?

When it comes to Off Plan sales in Dubai, one name continues to stand well ahead of the rest: Emaar.

In Q1 2025, Emaar Off Plan sales generated nearly as much value as the next six developers combined, underlining just how far ahead they are in the market. The gap between Emaar and its nearest competitors has only widened and the numbers reflect a growing investor preference for developers with a strong reputation, consistent delivery and lifestyle focused masterplans.

What’s driving this performance? It’s more than just branding. Buyers are clearly prioritising trust, quality and long term value with Emaar continuing to deliver across all three.

Why you should factor in developer when choosing a property

Trust matters more than ever in a market where speed and volume are rising. Many Off Plan buyers are investing with long term returns in mind, not short term speculation. This is why well-established names like Emaar continue to outperform, even as the broader market expands.

Other developers in the top 10, including Nakheel, DAMAC and Sobha, are gaining momentum. But the gap between them and Emaar remains significant.

As Off Plan average prices and transaction volumes continue to grow, knowing who is building and what they consistently deliver should be a key part of any investor’s strategy.

Want to go beyond the numbers?

If you're looking to make sense of the market, don’t miss our latest Q1 2025 Market Reports. With over 35 reports covering Dubai’s key residential areas, there’s a good chance your community is one of them.

Your next step? The Investment Playbook. Whether you're working with AED 2 million or scaling across multiple properties, it’s designed to help you act with clarity and confidence.

Inside, you'll uncover: