Which DLD permits does an off-plan launch page need?
In Dubai, property advertising is regulated by the Dubai Land Department (DLD) and its Real Estate Regulatory Agency (RERA). The DLD has stated that companies must obtain permits before launching any real estate marketing campaign, and that the permit number must appear in the ads. Its advertising permit service covers electronic advertising as well as print, outdoor, launch events and promotional campaigns. Since 24 April 2023, a Madmoun QR code issued through the Trakheesi system must also appear on print and audiovisual property ads, so buyers can scan it and check that the ad is approved.
For off-plan projects, there is a further layer. Developers register projects with the DLD and open an escrow account for off-plan sales, and the DLD's permit terms state that off-plan properties not registered with the Escrow Account Department may not be showcased at exhibitions. Before you advertise a launch, confirm the project registration and your marketing agreement with the developer.
| Item | Where it comes from | Where to show it |
|---|---|---|
| Trakheesi advertising permit number | DLD Trakheesi system | Clearly on the launch page and in every ad pointing to it |
| Madmoun QR code | Issued with the permit in Trakheesi | Next to the permit number, scannable size |
| Broker / company licence details | Your DLD registration | Footer or contact section |
| Developer name and project registration | Developer and DLD | Project facts block |
This is a practical summary, not legal advice. Rules and permit types change, so check current requirements with the DLD before the campaign. Our Trakheesi and Madmoun website checklist goes into detail. It matters: in our broker website study, only 8% of homepages showed any Trakheesi or permit information.
What project details must an off-plan page show?
Off-plan buyers compare many launches in a short time. A page that hides the basics behind a form loses serious buyers and attracts poor leads. Show these openly:
- Payment plan: down payment, instalments during construction, amount on handover and any post-handover plan, as a simple table or timeline.
- Expected handover: quarter and year as stated by the developer, labelled as expected.
- Unit types and sizes: studios to penthouses, with sizes in square feet and starting prices per type.
- Floor plans: viewable on the page, with a downloadable PDF as the lead magnet if you want one.
- Developer and location: who builds it, their track record, and the exact location with travel times to key points.
- Amenities and service charges: where known, an estimate of service charges builds more trust than silence.
Use real renders and plans supplied by the developer and keep claims factual. Phrases such as "guaranteed returns" create compliance and trust problems.
How should off-plan leads be captured and routed?
Launch leads lose value by the hour. Buyers often enquire with several brokers at once, and the first useful reply usually wins the conversation.
| Element | Good practice |
|---|---|
| Form | Name, phone, preferred unit type and budget; nothing more |
| A visible button with a pre-filled message naming the project | |
| Routing | Leads go straight to the assigned agent or a round-robin in the CRM, with a notification |
| Auto-reply | Instant confirmation with brochure or floor plan link |
| Response target | Personal contact within minutes during launch hours |
Ask for the buyer's language and nationality only if your team uses it to assign the right agent. Our guide to real estate leads in Dubai covers follow-up in more depth.
How fast, and in which languages, should a launch page be?
Most launch traffic comes from paid social and search ads on mobile phones. A page that takes several seconds to show its main image wastes ad budget before the visitor sees a price. Aim for Google's "good" Core Web Vitals thresholds: the main content visible within 2.5 seconds on mobile. Compress renders, avoid autoplay video at the top, and do not load heavy page builders or sliders for a single page. Our article on website speed in the UAE explains the details.
Language depends on the buyer pool. English is the base. Russian and Arabic are common additions for Dubai off-plan, and other languages make sense when the developer targets specific countries. Each language should be a full version with its own URL, not an automatic translation widget. See which languages a Dubai website needs.
What should you track during an off-plan launch?
- Form submissions, WhatsApp clicks and phone taps as separate conversions.
- Campaign source on every lead (UTM parameters stored with the lead in the CRM).
- Cost per lead and, after a few weeks, cost per qualified lead and per reservation.
- Page speed on mobile during the campaign, as new tracking scripts often slow pages down.
Set up and test tracking before the first ad goes live. Fixing it mid-launch means losing the data from the most expensive days.
The complete off-plan launch checklist
| Area | Check |
|---|---|
| Compliance | Trakheesi permit number and Madmoun QR code shown; company licence details; project registration confirmed |
| Project facts | Developer, location, unit types, sizes, starting prices, expected handover |
| Payment plan | Clear table or timeline, consistent with the developer's official plan |
| Media | Approved renders, floor plans, location map; compressed for mobile |
| Leads | Short form, WhatsApp button, CRM routing, instant auto-reply |
| Speed | Main content visible within 2.5 seconds on mobile; no heavy sliders or builders |
| Languages | English plus the buyer languages your team can serve |
| Tracking | Forms, calls and WhatsApp tracked with campaign source |
EmirateSites builds launch pages as part of our real estate website work, with permit fields, payment plan tables and lead routing set up as standard.
Planning an off-plan launch?
Send us the project details. We will reply within 48 hours with a free concept for the launch page and a fixed AED price.
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How quickly can an off-plan launch page go live?
A focused landing page can be built in days once the permit, floor plans, renders and payment plan are final. The usual delay is not design but missing approved material, so collect it before the build starts.
Should each off-plan project get its own website?
Not necessarily. A dedicated page on your main domain usually ranks faster and builds your brand. A separate microsite makes sense for large master-planned projects with heavy advertising and their own brand.
Can I use the developer's brochure text on my launch page?
Only with permission, and it is rarely the best choice. Many brokers copy the same brochure, so Google sees near-identical pages. Add your own analysis: the area, comparable projects, who the units suit and your view on the payment plan.
What should happen after a lead submits the form?
The lead should reach the right agent immediately, by WhatsApp or CRM notification, and the buyer should receive an instant confirmation with the brochure or floor plans. A personal reply within minutes is ideal during a launch.