From discounts to flexible payment plans: Abu Dhabi developers offer Ramadan deals to offset 'slowdown'

Khaleej Times

10-03-2025

As Ramadan begins, the Abu Dhabi real estate market experiences a quieter period, with majority of buyers fasting and adjusting to new routines. However, developers use this period strategically, rolling out special promotions to attract investors and homebuyers.
'With people fasting, the market tends to slow down a bit—probably 70 to 80 per cent of buyers in Abu Dhabi are fasting,' said Ben Crompton, Managing Partner at Crompton Partners Estate Agents. 'Particularly at the start of Ramadan, when people adjust to their routines, there is a noticeable dip in activity.'
However, developers often turn this period into an opportunity. 'We see many Ramadan offers from developers who have stock they want to move. It's a great time to offer something new, interesting, and different - discounts, free service charge periods, and rebates on transfer fees. In the lead-up to Ramadan and during the holy month, these offers help reinvigorate interest in projects.'
At Mangrove Village, one of Crompton's projects, buyers are currently offered two years of free service charges and 2 per cent rebate on transfer fees for five-bedroom villas. 'That's probably one of the best offers I've seen,' he said, adding that similar deals can be found in other areas, such as Al Raha.
While these promotions are mostly targeted at property sales, the rental market behaves differently. 'The rental market is quite strong at the moment; I haven't really seen many Ramadan offers there. Rentals move quickly and are very price-sensitive—if you price something right, it rents.'
This period also sees an increase in online engagement; 'People are on their phones more due to shorter working hours, so developers ramp up social media advertising to put their projects back in front of potential buyers' eyes,' he added.
For many developers, tying offers to holy month is a strategic move as people expect offers around significant occasions like Ramadan, Eid, and Christmas. 'It gives developers a way to present incentives without appearing desperate to move stock,' Crompton explained. 'Real estate is a commodity like any other—it's just a bit more expensive.'
Ramadan deals this year include an offer on Al Naseem Villas by Modon Properties, which offers four, five, and six-bedroom villas on Hudayriyat Island. Another offer by Modon features Muheiram on Reem Island, which offers one, two, and three-bedroom apartments. A post by UAE Property Show—Abu Dhabi promises up to 30 per cent discounts on new launches.
Khaled Al Najjar, an Abu Dhabi realtor, said March and Ramadan typically mark an important time for property decisions. 'Most resales happen at the beginning of the year when residents confirm they're staying at least another year.' He said there has been a significant shift in the market compared to previous years. 'Last Ramadan, up to eight off-plan projects launched. This year, there are only two.
'Many clients are now looking at resale options rather than off-plan, especially as many projects from the last four or five years are now ready for handover.'
Despite the slowdown in off-plan launches, Al Najjar said Ramadan promotions are still a valuable tool for developers. 'Even a small discount, like 1 per cent, or a reduced down payment can make a big difference for buyers. An exemption on the first down payment, in particular, is a game-changer for many buyers who might otherwise struggle to meet upfront costs.'
Premium developers play it differently
While Ramadan promotions are widespread, some high-end developers said they avoid seasonal offers altogether. 'At Lead Development, our strategy doesn't rely on discounts or seasonal promotions,' said Mahmoud Dandashly, chief business officer at Lead, the developer behind Jubail Island. 'We emphasise the intrinsic value of our communities—low-density, waterfront living with world-class finishes.'
Dandashly said demand for Jubail Island remains steady during Ramadan. 'We've observed continued interest from discerning buyers who prioritise quality, exclusivity, and long-term value. Instead of broad promotions, we focus on strengthening client relationships through curated experiences, private viewings, and personalised communication.
'We believe real estate isn't like consumer goods. Seasonal offers might work for FMCG products, but our buyers are looking for more than just a deal,' he concluded.
Ramadan transactions strong for some
At Bloom Holding, CEO Carlos Wakim said Ramadan continues to be an active period for transactions. "Our recent launch of Carmona, the eighth phase of Bloom Living, has witnessed significant interest from both customers and investors, showing that Ramadan can be a period of high engagement.
'Demand for premium real estate remains robust, and thoughtfully designed projects in prime locations continue to attract buyers.'
Bloom Holding offers flexible payment plans and competitively priced premium units. 'Whether it's Ramadan or any time of year, these strategies have been highly effective in boosting sales,' he explained. 'Our flagship project, Bloom Living, is a testament to that, showing exceptional sales results during Ramadan and throughout the year.'