Beyond the Sale: Elevating Dubai’s Luxury Real Estate with a World-Class Hospitality-Driven Approach

With a background in luxury hospitality, bespoke realtor Eyal Ashur brings a meticulous, service-first mindset to Dubai’s high-end property market. From securing prime waterfront investments to forging deep client relationships, he redefines luxury real estate as a seamless, highly personalised experience. Here, he shares his exemplary service philosophies with Victor magazine…

1.How has your background in luxury hospitality shaped your approach to real estate?

Coming from a luxury hospitality background, especially with a prestigious brand like The Ritz-Carlton, the biggest takeaway has been the value of exceptional service and attention to detail. In hospitality, it’s all about creating unforgettable experiences, and I’ve taken that mindset with me into real estate. Whether it’s guiding a client through the buying process or negotiating the final terms of a sale, the goal is to make the entire journey feel seamless and tailored to everyone. I always focus on delivering high-touch service, anticipating needs, and exceeding expectations. It’s not just about selling a property, it’s about going the extra mile for your clients, every time, whatever it takes.

2.What does being known as “Mr. Jumeirah” on Instagram mean to you, and how do you leverage social media to connect with luxury buyers?

The title “Mr. Jumeirah” has evolved naturally as I’ve spent so much time in the Jumeirah area, building relationships and specialising in waterfront properties there. It’s become a brand, one I’m proud of. And although social media, and especially Instagram, is an incredible platform, I am more interested in building real life connections.

 3.What do you believe today’s luxury buyers in Dubai are truly looking for in a property?

Today’s luxury buyers are all about exclusivity and privacy. Beyond the size of the property or the amenities, they are seeking something that aligns with their personal values and aspirations – whether that’s stunning views, proximity to the beach, or access to a community with like-minded people. Increasingly, I’ve found that many are also looking for smart, sustainable homes that offer cutting-edge technology and a forward-thinking approach to living.

 4.How have you seen demand evolve in freehold areas on the Jumeirah coastline?

These areas have seen significant demand due to their prestige and breathtaking waterfront locations, while still being close to Downtown and DIFC. The growth is driven by the desire for serenity and privacy, and for escaping the city buzz while still being just 15 minutes away from work. Another positive aspect is also a recognition of the long-term investment value. For example, Port de La Mer offers the only “affordable” freehold waterfront apartments in Jumeirah. With an average of AED 3,500 per sq. ft. there is still plenty of room to grow. Another example of good investment would be the townhouses of Sur La Mer (147), Amalfi (68) and Nikki Beach (6), which are all very limited and the only freehold townhouses in Jumeirah; with Sur La Mer being most accessible. There are several new freehold projects coming to Jumeirah worth looking at. And it’s worth mentioning that plot owners in La Mer South, Jumeirah Bay – and to a lesser extent Pearl Jumeirah – have seen a very significant return on investment.

 5.How do you tailor your sales strategies for Dubai’s diverse clientele?

Most of my clients are Europeans and being the only brokerage firm to have an office in Port de La Mer, I encounter many of my clients through personal interactions. Nonetheless, I believe in full immersion and would go out of my way for any of my valued clients. For example, it’s true that Europeans like a ‘no-nonsense’ approach, while Middle Eastern investors value relationship building more. I believe I offer both by truly listening to the individual. One thing is common, I believe all people deserve transparency, authenticity and my constant availability.

 6.What distinguishes a truly luxurious property from simply an expensive one?

For me, a truly luxurious property isn’t just about the price tag – it’s something much deeper. It’s the way a space makes you feel, the energy, the emotion it evokes through light, design and special features that touch you. When I walk into a property that feels truly luxurious, it’s not just about opulence; it’s about a sense of connection. There’s a moment when you realise the space was created with the kind of care and attention to detail that’s meant for someone with the most refined tastes, someone who values quality, exclusivity and a truly unique experience.

 7.What’s the secret to maintaining long-term trust with high-net-worth buyers and sellers?

Trust is the foundation of any relationship. Dubai’s real estate market can truly be a jungle. I believe wealthy individuals are looking for an honest agent, who will provide value, put their best interests above all and be at their disposal around the clock. I keep communication clear and consistent, always following through on promises. I also make sure I am aware of new developments going on in the area and have first-hand market insights that give clients a competitive advantage. Honesty, transparency, availability…

8.What are some key trends or investment strategies you advise your clients to consider in 2025?

Always look at limited availability, location and developer’s track records. Clients often ask me if they should buy in areas or buildings with hundreds if not thousands of units. For me that is a no-go. You have no leverage over others when properties come to the market. Location-wise you need to be realistic, and of course, budget-related. You cannot go wrong with waterfront property in my opinion, and if you decide to invest with a government-backed developer your finances are also much safer. Look at a developer’s track record, similar developments and neighbouring areas.

 9.Can you share the story of a particularly unique or challenging sale that stands out in your career?

Service is key, and the following will illustrate this. I had been following up with potential buyers of a three-bedroom apartment in Port de La Mer for over four months. While on holiday, I received a message saying they are ready to buy. After I was unable to find a colleague to show them the property, I terminated my holiday and flew in the next morning. The property itself was not yet handed over, so viewing it was challenging.  I managed to negotiate the price down to AED7.275 but then the seller backed off. Within 24 hours, I found a very similar property, and we closed a sale at AED7.25. Then a delay was announced, and the buyers were abroad for over two months. Because of the buyers’ concern for mould on the property, I visited the apartment every Sunday evening, video calling them to show them the property remained in good condition. Safe to say, these buyers now speak highly of me wherever they go.

10.How do you see Dubai’s luxury real estate sector evolving in the next five years?

Prices per square foot for luxury properties are still miles behind major cities around the world, thus there is still much room to grow. In the next two to three years, I expect Dubai’s luxury real estate sector to continue to climb. The concept of branded residences will remain integral to high-end residences, offering more security with regards to service quality and finishings. I believe supply and demand are the most crucial determinants for market forecasts, and the city is still seeing more people moving here than suitable apartments being delivered.