A First Sale That Changed Everything

A First Sale That Changed Everything

There are hundreds of developers active in the Emirates. Many of them are professional and build solid projects. But after everything I’ve seen up close, there are really only two developers in Dubai that stand out to me personally: Sobha and RAK Properties. Not just because of their size or name, but because of the consistent quality they deliver time and time again.

My own journey in Dubai real estate began at Sobha Hartland 2. I had just completed an intensive training programme that lasted almost a year and was eager to put my knowledge into practice. My very first client was a Dutch investor — someone I’ll never forget. He had worked incredibly hard for years, juggling three jobs, slowly building a small property portfolio in the Netherlands. A true example of perseverance.

But things started to shift. The rules in the Netherlands were changing. Taxation in BOX 3 was increasing, and with the introduction of the Affordable Rent Act, things were looking even worse. One day, he sat down and ran the numbers — just a simple calculation on the back of a beer mat. What had once been an annual return of 8% was now barely 2% after taxes and new regulations. And with inflation factored in, he was actually losing money. He realised: this is no longer sustainable.

He decided to sell his Dutch properties before the masses caught on. But he wasn’t done investing. He looked around and soon turned his attention to Dubai. What struck him — and what we later discussed at length — was how Dubai had come out of the pandemic stronger than ever. The economy was growing, international investor confidence was high, and the city was globally regarded as a safe and stable place to live and invest. The numbers were undeniable: Dubai was leading the world in transaction volume, capital appreciation, and ROI.

When I introduced him to Sobha, his interest was immediate. I explained that Sobha is Dubai’s largest private developer and that Hartland 2 is one of their most ambitious and well-rounded master communities. A week later, he called me.
He asked, “When are you going back to Dubai? Can you fly next week? I’ll bring my son.”
And so we did. He ended up purchasing two units. The trust was there, and the story made sense.

What struck him most was the stark difference between new-builds in the Netherlands and what was offered in Dubai. In the Netherlands, "new-build" means completely bare — no kitchen, no flooring, no bathroom, no wardrobes. Everything must be installed separately. At Sobha, it’s the exact opposite. You receive a fully finished apartment. A modern kitchen fitted with Siemens or Bosch appliances. Built-in wardrobes in every bedroom. The walls are plastered and painted white. The bathrooms come fully tiled, complete with fixtures, vanities, a shower, and often even a bathtub. Air conditioning and ventilation systems are integrated. Even the washer and dryer are neatly tucked away in a separate utility cabinet. Flooring, recessed lighting — all included. And the parking space? Also included in the purchase price. Compare that to cities like The Hague or Amsterdam, where you can easily pay €55,000 to €85,000 extra just for a parking spot.

What really surprised him, even more than the finishes, were the facilities. In the Netherlands, service charges cover insurance and basic maintenance. In Dubai, the same fees give you access to a whole range of additional amenities — swimming pools, padel courts, gyms, zen rooms, music studios. After a long workday, you can swim, play, relax in the sun, or simply unwind. Everything is designed with comfort and quality of life in mind.

At Sobha, nothing is left to chance. They are transparent about every detail, even the ones you can’t see. In their experience centre, they show you exactly how the homes are constructed — from door thickness to the six-layer concrete floor structure, from soundproofed walls to elevator systems that put the sluggish lifts in many Dutch buildings to shame. Everything feels solid and well thought-out.

But what truly sets Sobha apart is that they do everything in-house. While most developers in Dubai outsource to contractors and subcontractors, Sobha controls the entire process — from design and planning to construction and finishing. That gives them total control over quality. And they stand behind it too: every home comes with a ten-year structural warranty and 24/7 service, even after handover.

My first coach at Sobha was someone with an MBA and a sharp eye for quality. He taught me everything about the brand. Thanks to him, I learned what really matters, what to look for, and why Sobha’s reputation is so well-deserved. Not every project in their portfolio excites me equally, but one thing is certain: Hartland 2 remains my absolute favourite in Dubai.

As an investment, it's a top-tier opportunity for those who value long-term security. Master communities of this scale and quality are no longer being developed at this pace, and the location — with direct views of the Burj Khalifa — gives you that unmistakable Dubai feeling.