The verdict in three sentences
In Dubai, a luxury real estate agency that asks for quotes without a requirements checklist gets offers that cannot be compared, from USD 5,000 to 60,000 as a 2026 ballpark. The document to write fits in three pages and isolates the items that move prices: Arabic version and RTL layout, listings feed, CRM, viewing bookings. Each complex item sits on its own line, so that three agencies price exactly the same scope.
Which sections should you write, and in how much detail?
The list below suits an agency active in Downtown, Dubai Marina, Palm Jumeirah or Dubai Hills, with international buyers and investors.
| Section | What to write | Example wording |
|---|---|---|
| Goals and audiences | who should act, and how | "international buyers: viewing or call request" |
| Pages and templates | closed list | "7 templates: home, listings, property, community, off-plan project, team, contact" |
| Content ownership | writing, approval, compliance | "copy approved by the director, compliance review before publishing" |
| Languages | languages and translated pages | "full EN, full AR in RTL; Russian or Chinese priced as options" |
| Integrations | one line per tool | "listings feed, CRM, viewing calendar, newsletter: each priced separately" |
| Accessibility | verifiable target | "WCAG 2.2 AA on the main templates" |
| Personal data | fields, consent, retention | "4 fields, explicit consent, 24-month retention" |
| Hosting and domain | holder | "domain, hosting, analytics in the agency's name" |
| SEO migration | if a site exists | "URL inventory, 301 map, Search Console checks" |
| Acceptance, timeline, budget | criteria and range | "LCP under 2.5 s, zero 404s, live in 6 weeks, budget USD 10,000 to 25,000" |
On compliance, brokers are registered with RERA under the Dubai Land Department, and property advertising requires permits: your checklist should include a field for the permit number on each listing. Personal data falls under Federal Decree-Law No. 45 of 2021 (PDPL). Listings describe properties fairly, with no invented prices achieved or sales volumes. This is not legal advice.
How much does a vague brief cost in quote spread?
Ranges as a 2026 ballpark, based on typical Dubai agency quotes (AED amounts converted approximately into USD, USD 1 ≈ AED 3.67).
| Item | Vague wording | Precise wording | Typical gap avoided |
|---|---|---|---|
| Arabic version | "maybe Arabic" | full AR, RTL, reviewed by a native speaker | USD 3,000 to 8,000 |
| Listings feed | "show our properties" | named portal or CRM feed, on quote | USD 2,000 to 10,000 |
| Off-plan projects | missing | dedicated template, PDF brochures | USD 1,500 to 4,000 |
| Advertising permit | missing | mandatory field per listing | rework after delivery |
| 3D tours, videos | "some multimedia" | embed existing links | USD 1,000 to 5,000 |
| Total quotes received | USD 5,000 to 60,000 | USD 14,000 to 28,000 | spread cut from x12 to x2 |
Photography, video, drone footage and floor plans remain third-party costs (local studio), outside the website.
How do you score three quotes on an equal scope?
Weights and scores out of 5, illustrative example:
| Criterion (weight) | Quote A | Quote B | Quote C |
|---|---|---|---|
| Checklist coverage (25%) | 4 | 3 | 5 |
| Clarity of Arabic and RTL scope (20%) | 2 | 4 | 4 |
| Integrations detailed line by line (20%) | 3 | 4 | 4 |
| Domain and code ownership (15%) | 4 | 3 | 5 |
| Budget fit (20%) | 4 | 3 | 2 |
| Weighted score out of 5 | 3.40 | 3.40 | 4.00 |
A and B are tied: break the tie on the quality of the Arabic version, the item most often underestimated. C stays ahead despite a less favourable price.
For the Kolonell fixed grid, the mapping is direct: Starter USD 2,900 for a compact single-language site, Growth USD 4,900 for listings and community pages, Premium USD 8,900 (the multilingual tier, languages set in the quote, RTL scope set in the quote). Listings feed, CRM and calendar stay on quote at every tier, as does maintenance after the 3 included months of support. A project manager in your time zone, native English or French copywriting and delivery in 3 to 4 weeks once content is ready are included: details on the international offer. Kolonell built the website of Orven Properties (orvenproperties.com), a real estate business in Dubai.
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Mini case study
Illustrative example: Rashid founds "Marina Crest Realty", a fictional agency in Dubai Marina. His first one-page brief brings three quotes at USD 7,500, 22,000 and 48,000. With the checklist above, local quotes become USD 15,000, 19,500 and 26,000.
He prices the Kolonell grid: Premium USD 8,900 + independent native Arabic translator, about USD 1,500 (third-party cost, market assumption) = USD 10,400, listings feed and CRM on quote. Gap with the local median of USD 19,500: USD 9,100, to weigh against his need for in-person meetings.
FAQ
Do we need a full Arabic version at launch?
It depends on the target clientele. If the decision is made, write "full AR in RTL": a partial version added later often costs USD 3,000 or more in rework.
Should the advertising permit number appear on the site?
Plan a dedicated field on each property page, often 50 to 300 listings to fill in. Check the current requirements with the Dubai Land Department.
Is the listings feed included at Kolonell?
No, it stays on quote at every tier, from Starter at USD 2,900 to Premium at USD 8,900. Pricing depends on the source tool and the data direction.
How long to get and compare three quotes?
Allow 7 to 14 days with a precise checklist. Kolonell production then takes 3 to 4 weeks once content is ready.
What data should a contact form collect?
Four fields are enough: name, contact, property type sought and rough budget. Add explicit consent and a written retention period, for example 24 months.
Let's scope your project. Send us your checklist: EN and AR scope, on-quote lines and go-live in 3 to 4 weeks. See the international offer or request a free quote: detailed reply within 48 hours.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
