In 2021, I founded AHS Properties with a vision of redefining ultra-luxury living in Dubai. When I consider how much we have achieved during this period, it is hard to believe that less than four years have passed since the company was established. At the same time, when I think of our long-term ambitions, it feels like we are just getting started.
n its first year, AHS Properties made a name for itself by developing a portfolio of high-end renovated villas in some of Dubai’s most sought-after neighbourhoods. We then launched three ultra-luxury residential projects, growing our gross development value (GDV) to $2.7 billion. Last year, AHS Properties was crowned Dubai’s number-one developer for premium residential sales valued between $5 million and $10 million. This monumental milestone not only reflects the talent and dedication of our team but also shows that we are turning our vision into a reality.
When it comes to making your mark on Dubai’s super-competitive luxury real estate segment, let me assure you – there are no shortcuts. There are, however, certain fundamentals that maximise your chances of success. Here are some of the factors that helped AHS Properties become the market leader…
We know our audience
In what seems like the blink of an eye, Dubai has firmly cemented its position as a global wealth hub and investment destination, with international buyers increasingly viewing our Emirate as a long-term home and business base. As a result, our city is witnessing an ongoing influx of high-net-worth individuals (HNWIs) from the United Kingdom, Europe and beyond. In fact, according to Henley & Partners, more than 72,500 millionaires, 212 centi-millionaires and 15 billionaires called our Emirate home in 2024.
This growing concentration of wealth corresponds to skyrocketing demand for high-end properties. While investors are drawn by Dubai’s tax-free environment and impressive returns (with super-prime villas renting for more than $3 million per year), end users are prioritising long-term capital appreciation, levels of service, brand and developer reputation – all of which represent key priorities for AHS Properties.
What’s more, the limited availability of ready luxury homes is driving demand for highly reputable off-plan offerings, as we have seen with our sell-out developments: One Canal, One Crescent and Casa Canal. Securing plots in perennially desirable locations such as Palm Jumeirah and Dubai Canal has played a central role in our success because this is exactly what our customers are looking for.
We have defined our brand
Another indispensable component of AHS Properties’ strategy was to rapidly establish our unique selling proposition (USP) and distinguish our brand in the market. Our strengths – which include a meticulous approach to design and opulence, strong brand partnerships and a commitment to outstanding customer service – have given us an edge in an immensely competitive market.
Communicating our values through effective branding and marketing has enabled us to attract the right clients and create emotional connections while driving sales and business growth. Of course, selling a dream is not enough. In Dubai’s high-stakes ultra-luxury property segment, a developer’s offering must be equal to its vision.
Since launching AHS Properties, we have built a rock-solid reputation by doing exactly that – providing superior-quality homes in premium locations that meet the requirements of HNWIs. By delivering on our promise and exceeding customer expectations, we have strengthened loyalty, built long-term trust and encouraged invaluable word-of-mouth recommendations.
We go above and beyond
While market trends shape the sector, individuals’ perceptions and experiences secure sales. It goes without saying that AHS Properties’ target customers are discerning and have exacting requirements when it comes to their real estate investments. But this eye for quality means they also have a keen understanding of value – so if you are going to market a residence for $5-10 million, it is vital to ensure your end product is worth every cent.
While demand for apartments and penthouses is extremely strong in Dubai, AHS Properties has taken ultra-luxury to new heights with the creation of our Sky Villas, Sky Mansions and Sky Palace at Casa Canal. Through our villa renovation projects, we created additional value by reimagining existing homes in incredible locations, elevating them beyond buyer expectations.
Ultra-luxury projects often come to be defined by their architecture and interior design, and we have been fortunate enough to forge strategic collaborations with some of the most prestigious and accomplished outfits in the business, including FENDI Casa, Hirsch Bedner Associates, Killa Design and B8 Architecture. Each of these partnerships has unlocked unique expertise and innovative ideas, further solidifying the lasting market appeal of AHS Properties’ offerings.
Dubai is a land of opportunity for ultra-luxury real estate developers, provided they have the acumen and integrity to seize it. However, this is also an immensely competitive market. Success requires in-depth industry knowledge, a strategic mindset and the ability to deliver world-class developments coupled with an unparalleled customer experience.
These are the fundamentals that have enabled AHS Properties to rise to the top of its segment in less than four years, and I have no doubt the same elements will lead us to even greater success over the coming decade.
