A property campaign needs a permit before it needs traffic.

Dubai Land Department issues real estate advertising permits through the Trakheesi system. The permit types include electronic advertisements, classified advertisements and promotional campaigns. A broker also needs a marketing contract with the property owner for these permits.

For example, a broker who plans online ads for a villa in Dubai needs the permit and the owner’s marketing contract before the ads go live. The listed fee for most permits is AED 1,000 plus an AED 20 Knowledge and Innovation Fee.

Your campaign brief can include the permit number before the ads start. This works because the campaign starts on a compliant basis, and delivery does not need to stop later for a missing permit. Other emirates have their own rules, so each property campaign needs a check for its location.

Property ads can attract many people who browse without a plan to buy. These visitors click on attractive photos and leave when they see the price. Their visits make the campaign look busy without adding leads.

For example, an ad with a sea view and the words “luxury living” attracts browsers. An ad that adds “2-bedroom apartments from AED 1.6 million in Dubai Marina” speaks to people with a matching budget.

Your ads and landing page can show the starting price, location and unit type. This works because the price removes people with a different budget, and your sales team receives fewer but better requests.

A page view does not show buying interest in property. A buyer may read a listing several times before contacting the broker. Counting visits rewards the campaign for attention, not for interest.

For example, a campaign with 5,000 visits and 10 viewing requests produces more requests than one with 20,000 visits and 3 requests. Request quality and campaign cost still determine which performs better.

Your campaign can count viewing requests or callback requests as the main result. This works because the report then measures the step that leads to a sale, and the budget moves to the sources that create it.