Quick answer: An off-plan project page is one page per development on your site that answers what a buyer asks before paying: the developer, DLD registration, where payments go, build progress, the payment plan and what the buyer receives. Build it from the developer’s documents and DLD tools, show the permit, and add WhatsApp and Arabic.
Dubai brokers announce launches on LinkedIn, Instagram and WhatsApp every week, and then send the buyer to a brochure PDF or a portal listing. The buyer who’s about to wire a deposit has a different question: can I check this? Most of the answers already exist in public DLD tools and in the developer’s paperwork, so a broker’s website only has to collect them in one place, in plain words, with a date. This guide shows how to build that page for an off-plan project, in English and Arabic, and what to leave out.
Key takeaways
- Make one page per project, not one page per post: a launch post disappears in days, a project page stays searchable.
- Answer the escrow, registration and handover questions first, and link the DLD tools so the buyer can check.
- Show what the buyer receives after paying and what the DLD fees are, with the source and a last-checked date.
- Put the advertising permit number and QR code on the page, because a project page is an advert.
- Write the Arabic version; very few broker sites have one.
Sources: Khaleej Times, 5 April 2026 (Q1 report cited to fäm Properties; 47,996 sales) · DLD, Request to register the initial sale, checked 4 November 2026 · OXEDGE study of 100 Dubai broker websites, 20 October 2026
What an off-plan buyer wants to check
An off-plan buyer pays for something that doesn’t exist yet, so the questions are about trust and timing. Which developer? Is the project registered? Where does my money go? How far along is it? What happens if I pay and the stage hasn’t been reached? The DLD answers several of these itself. Its FAQ explains that buyer payments go into an escrow account opened in the project’s name and used only to develop that project, and that the money may not be withheld in favour of the developer’s creditors. It also says a buyer can search the DLD’s project status tracker by plot number, project number or project name to see the completion percentage, and that a buyer isn’t obliged to pay a milestone if the project hasn’t reached the stage in the payment schedule.
Source: DLD, Frequently Asked Questions (Law No. 8 of 2007 on escrow accounts, project status tracker), checked 4 November 2026.
A broker’s page doesn’t replace the DLD. It points to it, in the order a buyer thinks, and adds the developer’s own figures: handover date, payment plan, unit types. The buyer who can confirm the basics in two minutes is easier to talk to than one who has to ask for proof.
A launch post makes someone interested. A project page lets them check, and that’s what turns interest into an enquiry.
The off-plan project page, part by part
One screen on a phone should show the project name, the developer, the handover date and a WhatsApp button. Everything below answers a question. Take each figure from the developer’s documents or the DLD, and write the date you last checked it.
| Page part | What it does | What to write |
|---|---|---|
| Project summary | Says what and where in one screen | Project name, developer, area, unit types, expected handover as the developer states it |
| Registration and escrow | Shows the money is protected and the project is on record | The project number and escrow agent from the developer’s documents, a link to the DLD project status tracker, a last-checked date |
| Build progress | Answers how far along it is | The completion percentage from the tracker, with the date, not a render |
| Payment plan | Shows what is paid and when | The developer’s schedule as milestones, with a note that payments follow the stage reached |
| After you pay | Explains what the buyer receives | The initial sale is registered with the DLD, and the purchaser receives a provisional registration e-certificate by email |
| Fees | Removes surprises | The DLD fees for the initial sale, quoted from the DLD page, with the date checked |
| Permit and QR | Makes the page a compliant advert | The advertising permit number and QR code for this project, pulled from the listing record |
| Contact | Lets the buyer ask a short question | A WhatsApp button with a prefilled message naming the project |
Sources: DLD, Frequently Asked Questions · DLD, Request to register the initial sale, checked 4 November 2026; page layout reflects OXEDGE experience with UAE brokerages.
What the buyer receives, and what it costs
Buyers often don’t know what happens after the deposit. The DLD’s service page says the developer registers the units sold off-plan in the provisional register, that the sale and purchase contract must be registered within 90 days of signing, and that the output is a provisional registration e-certificate sent to the purchaser by email. Say this on the page in two sentences. A buyer who knows what document to expect will ask for it.
| Item | What the DLD page says | How to word it |
|---|---|---|
| Registration window | Contract registered within 90 days from the date of signing | “The developer registers your sale with the DLD within 90 days of signing.” |
| Fee, each side | 2% of the sale value for the seller and 2% for the purchaser | “The DLD lists a 2% fee for the purchaser. Ask us for your exact total.” |
| Small fees | AED 10 knowledge fee and AED 10 innovation fee | Quote them with the 2%, and link the DLD page |
| Your document | Provisional registration e-certificate, emailed to the purchaser | “You receive an e-certificate by email. Keep it with your contract.” |
Source: DLD, Request to register the initial sale, checked 4 November 2026. Fees change; re-read the page before you publish and each month after.
The permit rule applies to this page too
A project page is an advert. RERA’s Real Estate Brokerage Practice Guide (second edition, November 2024) says brokerages must obtain a permit through the Trakheesi system for any real estate advertisement or marketing material, electronic adverts included, and that the permit number must be shown. The DLD also requires a QR code on adverts. In our October study of 100 Dubai broker websites, only 10 of the 38 listing pages we could open showed a permit number or QR code, so a project page that carries both already stands out. Put the number and QR in the page template, fed from the listing record, so a new project can’t go live without them.
Source: DLD, Real estate ad permit service (electronic advertisements are covered), checked 7 November 2026.
Source: DLD, Madmoun QR code service for real estate ads (18 April 2023)
Sources: OXEDGE guide to broker websites and the DLD permit rules · OXEDGE study of 100 Dubai broker websites, 20 October 2026.
From launch post to live page: five steps
Workflow reflects OXEDGE experience with UAE brokerages.
Step 1: collect the documents
Ask the developer for the project name as registered, the project number, the escrow agent, the handover date and the payment plan in writing. Don’t publish a figure you can’t match to a document.
Step 2: check the DLD tools yourself
Search the project status tracker with the plot number, project number or project name and note the completion percentage and the date you looked. If the tracker doesn’t show the project, find out why before you publish.
Step 3: write the page, answer first
Open with one sentence: the project, the developer, the area and the handover date. Then the registration and escrow block, the payment plan, what the buyer receives and the fees. Keep each part to a short paragraph or a table row.
Step 4: add the permit, QR and WhatsApp button
Put the permit number and QR code next to the project name, and add a click-to-chat link with a prefilled message such as “I am interested in the project and would like the payment plan”. If enquiries are many, a WhatsApp AI agent can answer the first questions out of hours and pass real buyers to an agent.
Step 5: write the Arabic version
Have an Arabic writer produce a real Arabic page with its own title and link the two versions to each other. Our Arabic website study shows how rare this is, and Gulf and Arabic-speaking buyers are the audience a portal listing in English reaches least.
How OXEDGE does this
We build a project page template for a brokerage, ready for each new launch.
- A page template with the registration and escrow block, build progress, payment plan, fees and a last-checked line.
- The advertising permit number and QR code pulled from your listing record, so no project goes live without them.
- A WhatsApp button with a prefilled message per project, and an optional first-reply assistant.
- A written Arabic version linked to the English page, with its own title and description.
What not to put on the page
Don’t promise returns, price rises or rental yields as facts; if you quote a figure, name the source and the date. Don’t copy a developer’s brochure claims you can’t check, and don’t show a completion percentage from memory. Don’t show a project number or escrow agent that you haven’t matched to a document. This is general guidance, not legal advice; check current DLD and RERA rules before you publish.
Score your project page
Tick what’s true for your latest launch page today. Below five, start with the first three items.
0 of 8
- The project has its own page, not only a social post
- The page names the developer and the handover date from a document
- It links the DLD project status tracker and shows a last-checked date
- It explains the escrow account and what the buyer receives after paying
- The DLD fees are quoted from the DLD page with the date
- The permit number and QR code are on the page
- A WhatsApp button opens a prefilled message naming the project
- An Arabic version exists with its own title
Our work
Vent: a photo-first property search website
For Vent we designed a property search around photos and short paths to the enquiry, with mobile layouts first. A project page follows the same rule: the proof and the photos first, then one clear way to ask.
More sites we have designed are in the OXEDGE portfolio.
Questions Dubai brokers ask
Do we need a new website for this?
No. A project page is a page template and a few fields in your listing record. Most brokerages can publish the first one in a day or two.
Can we show the escrow account number?
Show what the developer’s documents give you, such as the escrow agent, and link the DLD tools. Ask the developer which details they’re happy to publish, and never show an account detail you can’t match to a document.
How do we keep the page current?
Name one person to update the completion percentage, the fees and the last-checked date every month, and remove the page or mark the project sold out when units are gone.
Is an Arabic version worth it?
Yes. Few broker sites have one, and Arabic-speaking buyers search in Arabic. Use a written Arabic page, not a machine translation.
Work with OXEDGE
Get a free project page plan for your brokerage, in English and Arabic.
We review one of your launch posts, your permit and QR setup, WhatsApp and Arabic coverage, and send back a short plan for your brokerage website.
Request the free planWhatsApp usExplore real estate websites
