Dubai’s real estate industry is getting another dose of artificial intelligence. This time it is aimed at the everyday workload of property agents.
UAE-based property technology company PropDirect has opened Hala, its locally developed AI property assistant, to real estate brokerages and individual agents, beginning in Dubai. The platform aims to handle customer enquiries and follow up with potential buyers. It coordinates property viewings and simplifies the administrative work involved in property transactions.
The idea is to give agents more time to focus on clients and negotiations instead of spending hours responding to messages and managing appointments. They also spend hours chasing paperwork. However, this approach may change with automation.
Hala AI Aims to Reduce the Workload of Dubai Real Estate Agents
Dubai’s property market is crowded, and agents face growing pressure to respond quickly to potential buyers and tenants. A delayed WhatsApp reply or missed follow-up can mean losing a customer to another brokerage.
PropDirect sees an opportunity to address that problem with automation. Its Hala AI property assistant is designed to manage repetitive tasks that often consume an agent’s working day. For instance, it responds to initial enquiries and maintains contact with interested customers.
The company cited figures showing that Dubai has 33,873 licensed real estate agents operating across 10,050 brokerage firms. Around 90% of these businesses have five agents or fewer, making operational efficiency particularly important for smaller firms.
With more agents competing for customer attention, PropDirect believes AI-powered assistance could help brokerages maintain faster response times. They can do so without expanding their administrative teams.
What Can the Hala AI Property Assistant Do?
Hala goes beyond answering basic questions about available properties. The system is designed to assist with different stages of a real estate transaction. These stages include customer communication, property searches, appointment coordination and document preparation.
Agents can use the platform to respond to enquiries through WhatsApp, email and chat, even outside normal business hours. Hala can also follow up with prospective buyers and tenants. When professional intervention is needed, Hala transfers conversations to human agents.
The assistant supports several property categories, including ready properties, off-plan developments, rentals, holiday homes and hotels. PropDirect has also developed workflows intended to accommodate real estate regulations across the UAE’s seven emirates.
Document management is another major part of the platform. Hala is designed to assist with paperwork such as Forms A, B, F and I, Trakheesi advertising permits, No Objection Certificates, Sale and Purchase Agreements and Ejari-related documentation. Licensed agents remain responsible for reviewing and submitting the necessary documents.
For property managers and landlords, the platform also includes features covering tenant communication, maintenance requests, lease renewals, rent adjustments and move-out procedures.
PropDirect Uses Seven UAE-Developed AI Models to Power Hala
One feature that sets Hala apart from conventional property chatbots is its underlying technology. PropDirect says the platform runs on seven internally developed AI models supported by the company’s own GPU infrastructure in Dubai.
Rather than relying on external AI providers for its core operations, the company says Hala processes customer interactions and associated information within the UAE. This approach is intended to give brokerages greater control over sensitive client and transaction data.
PropDirect describes Hala as an agentic AI platform, meaning it can coordinate multiple activities to complete a workflow instead of simply producing text responses. Its specialist functions cover areas such as property searches, affordability assessments, customer relationships, regulatory checks and transaction management.
Some capabilities remain under development, including certain integrations and automated document functions. That means brokerages adopting Hala may still need to handle parts of their existing workflows manually.
Human Agents Remain Responsible for Property Transactions
Despite its automation capabilities, Hala is not intended to replace licensed real estate professionals. PropDirect has structured the platform to support agents rather than independently make decisions involving legal or financial commitments.
The system can assist with customer communication and administrative procedures. However, actions requiring payments, signatures or legally binding agreements must receive human approval.
Deepak Chandra, Founder and CEO of PropDirect, has highlighted the amount of manual work that follows a property enquiry. While listing platforms help agents attract potential customers, converting those enquiries into completed transactions still requires consistent communication and coordination.
Hala is designed to reduce that workload while allowing agents to concentrate on negotiations, professional advice and client relationships.
Hala AI Launches in Dubai With a 100-Day Free Trial
PropDirect is introducing Hala to Dubai’s real estate market with a 100-day free trial for participating agents and brokerages. The offer gives businesses an opportunity to test the platform’s automation features before deciding whether to continue with a paid subscription.
After the trial, the service is priced at AED 599 per agent per month, billed monthly. The subscription includes access to Hala, customer relationship management features and transaction workflow tools. Unlimited property listings are also available, subject to fair-use conditions.
Property owners can list their properties on the platform without charge.
Dubai serves as the starting point for the rollout, although PropDirect says it has already developed workflows covering all seven UAE emirates. Wider availability will depend on local testing and operational readiness.
Brokerages interested in the platform can find more information through the official PropDirect website.
AI Is Becoming Part of Everyday Real Estate Operations
Artificial intelligence is gradually moving beyond property recommendations and automated listing descriptions. Companies are now exploring how AI can manage the less visible work behind real estate transactions. This includes customer follow-ups, document handling and administrative coordination.
Hala reflects that shift. Instead of functioning only as a property search assistant, the platform attempts to connect several stages of the transaction process through one AI-powered system.
Its success will depend on how well those capabilities perform in actual brokerage operations. Real estate transactions involve regulatory requirements, financial decisions and customer expectations that leave little room for errors.
PropDirect has outlined an extensive range of features, although independent results demonstrating improvements in transaction completion rates or agent productivity have not yet been established in the announcement.
For Dubai’s smaller brokerages, the appeal is clear. If Hala can reliably handle routine enquiries and administrative work, agents could spend less time managing their inboxes. Therefore, they may spend more time closing deals.
Sources
- ZAWYA — PropDirect Opens Hala, Its UAE-Built AI Property Assistant, to Brokerages and Agents, Starting in Dubai.
https://www.zawya.com/en/press-release/companies-news/propdirect-opens-hala-its-uae-built-ai-property-assistant-to-brokerages-and-agents-starting-in-dubai-2275130 - PropDirect — Official Website.
https://www.propdirect.ae/ - PropDirect — AI Platform Information.
https://www.propdirect.ae/ai
