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GREM investigates Emaar: The Strengths and Weaknesses
Emaar Properties is a leading developer in Dubai with a strong brand name, solid financial performance and high-quality projects in prime locations. Nevertheless, the company has structural bottlenecks in internal communication and after-sales service, which leads to complaints from customers and employees.
Emaar Properties: Research by GREM into Structure, Performance and Reputation
Emaar Properties is a listed real estate developer (PJSC) on the Dubai Financial Market. The company has a broad shareholder structure. Around 30% of the shares are held by Dubai government entities: the Investment Corporation of Dubai (~ 22%) and the Emirate of Dubai itself (~ 7.5%). The remaining 70% is freely tradable (free float) among private and institutional investors (SCA, 2023).
Internal Communication & Transparency
Emaar has a hierarchical organizational culture with top-down communication and limited collaboration between departments. There is little room for employees' own input and no open-door policy. This view is confirmed in interviews with employees, which also raised concerns about language barriers, high workload and the absence of follow-up — particularly within after-sales and maintenance teams. This indicates structural internal friction that can negatively affect the quality of service, according to research by GREM.
At the same time, Emaar is remarkably transparent towards investors. The company publishes quarterly results and integrated annual reports in accordance with the guidelines of the Securities & Commodities Authority (SCA, 2023). This explains financial results, risks and strategic choices in detail. Important project developments are also regularly communicated via press releases (Emaar Properties, 2023).
Customer Satisfaction & After-Sale
Customer satisfaction with Emaar's projects in Dubai is mixed. Customers value the living environment, location and facilities, but at the same time strongly criticize aftercare. Interviews with buyers repeatedly revealed complaints about poor communication, unexpected additional costs, and slow or inconsistent after-sales service (Khaleej Times, 2022). These experiences have been confirmed both online and in customer interviews, according to research by GREM.
Although Emaar offers facilities such as a 24/7 customer line, the digital portal “My Emaar” and community managers, the quality of after-sales appears to vary. Complaints are sometimes only addressed after multiple reports, or not at all. Several buyers interviewed indicated that action was only taken when they were physically present in Dubai themselves — telephone contact from Europe, they said, yielded little result.
Reputation among Brokers & Investors
Emaar has a strong brand name in the Dubai real estate market. Brokers regard their projects as popular products, thanks to their design, location and proven returns. Owners of Emaar homes are also regularly approached unsolicited by real estate agents, which contributes to the owner's marketability and negotiating position. This brand preference has been widely supported within the brokerage networks, according to research by GREM.
Build Quality and Safety
The research shows that EMAAR projects are generally of high structural quality. There are no known cases of structurally unsafe structures in Dubai. However, there are signs of maintenance problems in older neighborhoods, such as Arabian Ranches Townhouses and The Greens. Interviewees confirm that they had a defective finish or technical defects after a few years of use. One known incident was the facade fire at The Address Downtown hotel in 2015, which led to significant damage at the time (BBC News, 2015).
Financial Results
In 2023, Emaar reached record financial highs. Revenue grew to AED 26.7 billion (approximately €6.7 billion), while net profit increased by 70% to AED 11.6 billion. This is mainly due to the growing real estate demand in Dubai and the interest of foreign investors (Emaar Properties, 2024).
Summary
Emaar offers high-quality residential projects in prime locations and has a strong position in Dubai's real estate market. At the same time, the experiences of buyers and employees show that internal communication and after-sales service have structural shortcomings. In particular, accessibility, follow-up to complaints and transparency around costs are points of interest. These conclusions are based on both public sources and discussions with those directly involved, according to research by GREM. For investors, Emaar remains an attractive choice, provided that they remain critical during the purchase process and are properly guided in the legal and practical handling.
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Geen fake advertenties van makelaars, verborgen commissies, bevoordelen van de ontwikkelaar die de hoogste commissie betalen aan de verkopende makelaar, maar echt onafhankelijk.
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