QWC product walkthrough · April 2026

A platform for Dubai real estate brokers, built on DLD, Reidin, and AI.

We looked at every tool a Dubai broker uses today. Then we designed something better. This is the blueprint.

QWC Data Team

Hero screenshot

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The opportunity

Brokers are doing analysis manually that should take seconds.

As we've discussed in our Data Monitization chats, as well as what was found in Kiko's research, Dubai is one of the largest real estate markets in the world. Brokers here close millions in deals every month. But some tools they use to do it are either stale, too niche or haven't changed in a decade.

Market reality

2.79B

Global real estate lead management market, 2025

Projected to hit 6.6B by 2037. Dubai is one of the fastest growing slices.

The pain

15+ hrs

Average broker time spent on lead management per response

Most of it copy pasting between Excel, WhatsApp, Property Finder, and Bayut.

The signal

21x

More likely to qualify a lead if you respond within 5 minutes

78% of buyers work with the first agent who responds. Speed wins.

"Existing tools are either basic CRMs or generic property portals. There is no platform built for the Dubai broker who actually closes deals."

Conclusion from our investigation, October 2025 to March 2026

How we got here

A lot of agentic research... and some gut feeling.

To build the right thing we started asking: what's already out there, what works, what doesn't, and what would the perfect tool look like for someone closing deals in Dubai every day.

Investigate

15 feature areas. 30+ competitors. Every Dubai and global tool we could find.

Decide

Picked what we'd build, what we'd skip, and what we'd do better.

Design

Built a design system from scratch. Three principles, no compromises.

Prototype

Built the entire platform in Figma - most interactions are working.

The numbers behind the research

Feature areas analyzed in depth

30+

Competitors mapped with pricing, features, gaps

17,287

Lines of design specification written (not just basic AI UX)

Main pages, fully designed and prototyped

Competitive landscape

15 feature areas, every competitor we could find.

Click any card to read the full analysis. Each one covers competitors, pricing, what they do well, what they miss, and how we decided to position QWC.

ROI Calculator

Shareable yield calculators as lead magnets. Free preview, gated full report.

Top players: Propwise, AirDNA, generic Excel templates

Client Survey

Investment preference questionnaires that qualify leads and capture details in one flow.

Top players: Provident InvestMatch, involve.me, Typeform, Marquiz

Market Reports

Branded PDF reports as gated lead magnets. Market updates, investment briefings, opportunities.

Top players: Cloud CMA, Henry AI, Asteroom, IRIS CRM

Ad Campaign Manager

Launch ad campaigns that drive traffic to gated tools and capture leads at scale.

Top players: Rechat, Ylopo, Adwerx

Lead Qualification Dashboard

Single dashboard with scored leads and AI chatbot nurturing in the background.

Top players: Follow Up Boss, Lofty, Ylopo, CINC, PropSpace

Client Profiling

Rich investor and end user profiles with budget, intent, risk tolerance, and preferences.

Top players: RealScout, Lofty, PropSpace

Deal Finder

Surface undervalued properties using DLD transaction data and confidence scoring.

Top players: Mashvisor, Roofstock, Reonomy

Investment Deck Generator

Auto generate property specific investor presentations with comps and ROI.

Top players: Cloud CMA, Henry AI, Smart CRE

Next Best Actions

AI suggested next steps per lead and per client based on activity patterns.

Top players: Cloze, Freshsales (Freddy AI), Lofty, Rechat

Smart Listing Builder

AI assisted listing creation with photos, copy, and optimal pricing suggestions.

Top players: Listing Copy AI, Restb.ai, ListAssist

Multi Portal Publisher

Publish to Property Finder, Bayut, Dubizzle from a single workflow.

Top players: PropSpace, Reidin, Property Boulevard

Listing Performance Engine

Track which listings get views, leads, calls, and conversions across portals.

Top players: Property Finder Insights, Bayut Pro, custom dashboards

Schedule Planner

Smart calendar that batches viewings by area and pulls travel time from Maps.

Top players: Showing Time, ShowMojo, calendar plugins

Performance Hub

Broker level KPIs: conversion, time to close, deal value, source attribution.

Top players: Brokermint, BoldTrail, custom Tableau dashboards

Chatbots, Internal and External

AI assistants for brokers (internal data) and for investors (lead nurturing).

Top players: Structurely, ChatBot, custom GPTs, REM

The competitors

Every player we mapped, in one place.

54 companies. Dubai locals, US giants, niche tools, AI startups. Click any card to see everything we extracted: pricing, features, strengths, weaknesses, screenshots, all verbatim from our research notes.

The platform

Seven main pages. Every workflow a broker actually does.

We designed only what brokers will use every day. We merged overlapping tools into single experiences. We made the AI invisible until it's needed.

Built

What we kept

Home: lead generation tools and recent activity
Client Hub: pipeline plus full client workspace with chatbot transcript
Analyze: ROI, Cash Flow, Exit Strategy, Portfolio in one place
Explore: Properties, Communities, Developers in one place
Market Digest: weekly briefings to your clients
Market Reports: branded PDF reports as lead magnets
Chat: AI assistant available everywhere via floating bubble or full page

Skipped or postponed

What we left out

Smart Listing Builder: brokers in Dubai use Property Finder and Bayut directly. Not a competitive moat for us.
Multi Portal Publisher: PropSpace already does this. Not differentiating.
Listing Performance Engine: better as a v2 add on once we have user data.
Schedule Planner: brokers will use Google or Outlook. Not core for now.
Performance Hub: deferred to v2 once we have real broker activity.
Standalone Lead Qualification: merged into Client Hub. The pipeline is the dashboard.

The full navigation map

Everything a broker needs, organized by what they're trying to do. Not by what type of feature it is.

Sidebar navigation showing the full app structure

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Page tour

One section per main page. Click through what the broker actually sees.

Home

The lead generation dashboard.

This is where brokers start their day. They see how many leads came in this month, where they came from, and what they should do next. We could also make Client Hub the home page, let's debate. You'll see two states: empty (to simulate when you're starting out) and active (when leads are flowing).

This month metricsTotal leads, sources breakdown, conversion rate, comparison to last month.
Lead generation toolsROI Calculator, Market Reports, etc. We could add more here.
Recent leads tableThe latest captures with source, context, and timestamp.
How it worksFour step explainer for new users. Dismissable for experienced ones.

Home page

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Client Hub

A live command center, not a static CRM.

Every client and every lead, in one place. Switch between Kanban pipeline and table view. The broker sees who is online right now, who is typing, who is calculating ROI, who is viewing properties, who is talking to the chatbot. It is a live view of activity, not a static list of names. Click any client to open the workspace drawer with the full profile, shortlisted properties, activity timeline, chatbot transcript, and recommended actions.

Five stage pipelineCold Clients, Lead, Qualified, Viewing, Negotiation. The Cold Clients column holds everyone just lurking in the chat without active buying intent yet.
Real time presenceGreen dot on the avatar when a client has an active chat session.
Live activity lineEach card shows what the client is doing right now: typing, calculating ROI, viewing properties, talking to chatbot.
All Clients table viewSame data, sortable columns, same presence and activity indicators.
Add Client and ImportAdd a client directly into the pipeline or bulk import a CSV.
Workspace drawerScore breakdown, chatbot transcript, lead intelligence, recommended actions, all one click away.

Client Hub, pipeline view

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Client Hub, presence

See what every client is doing, the moment it happens.

Because the chat and every module are tied to the broker's account, Client Hub becomes a live view of every client's activity. A client opens the chat, a green dot lights up. They start typing, the card shows "typing...". They run a calculation, the card updates to "calculating ROI...". The broker can jump in at exactly the right moment, or just watch the pipeline breathe.

Online presenceGreen dot on the avatar when the client has an active chat session.
Activity lineReal time status: typing, calculating ROI, viewing properties, talking to chatbot, idle.
Cold Clients columnA separate lane for clients who are just browsing the chat without buying intent yet. Perfect for low pressure nurturing.
Stage movementDrag a client between columns to move them through the pipeline. The activity timeline updates automatically.

Client Hub, real time presence and activity

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Client Hub, drawer

The client workspace.

Every interaction, every preference, every property they cared about. The chatbot transcript is the killer feature. No competitor lets a broker read the entire AI conversation before picking up the phone.

Score breakdownProfile completeness plus behavioral engagement, weighted.
Chatbot transcriptWhatsApp style conversation between AI and lead, with handoff marker.
Investment profileBudget, areas, intent, target yield, risk, timeline, financing, Golden Visa eligibility.
Shortlisted propertiesWhat the client cared about. Click to run ROI or generate briefing.

Client Hub, drawer open

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Analyze

Four calculators, one filter panel.

Return on Investment, Cash Flow Projector, Exit Strategy Analyzer, Portfolio Simulator. Switch between them with a dropdown. The filter panel on the left stays the same. The results on the right change.

Return on InvestmentGross yield, net yield, annual rental, monthly cash flow, gated 5 year projection.
Cash Flow ProjectorMonthly and annual cash flow with mortgage amortization and break even analysis.
Exit Strategy AnalyzerOptimal hold period, scenario modeling (best, base, worst case), market momentum.
Portfolio SimulatorMulti property allocation, risk scenarios, sensitivity analysis.

Analyze, Return on Investment

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Analyze, sharing

Preview and share calculator buttons.

Brokers can preview what the investor will see, then share a link. The investor opens it on their phone, sees the analysis, fills in their details to unlock the gated section, becomes a lead in Client Hub. Closed loop.

Preview buttonSee the public investor view before sharing.
Share Calculator dropdownCopy link, WhatsApp, email, customize branding.
Investor viewBranded with broker name and RERA BRN. QWC subtle in footer.
Gated 5 year projectionVisible but blurred. Form unlocks it.

ROI Calculator, public investor view

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Explore

Properties, Communities, Developers.

Three explorers in one section. Properties shows listings with optional below market filter. Communities shows scorecards with comparison mode. Developers shows track records with project timelines and community footprint.

PropertiesGrid or map view. Photos, prices, yields. Click for full drawer with confidence scores, comparable transactions, PSF distribution.
CommunitiesMarket temperature gauge, hero metrics, pricing and yield trends, type breakdown. Compare two or three side by side.
DevelopersHero metrics, projects timeline (Gantt style), performance vs market, community footprint with premium analysis.

Explore, Properties

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Explore, Communities

Market temperature, pricing trends, comparison.

Communities have their own scorecard. Market temperature gauge from Cold to Very Hot. Hero metrics for PSF, yield, and price change vs Dubai average. Pricing chart by property type. Compare with another community without leaving the page.

Temperature gaugeVisual indicator of market state based on price momentum, transaction volume, days on market, vacancy rate.
Hero metricsAverage PSF, gross yield, year over year price change, all benchmarked against Dubai average.
Pricing trendsMulti line chart by property type with period selector.
Compare communitiesToggle to add up to three communities side by side.

Explore, Communities

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Explore, Developers

Track records and community footprints.

Pick a developer from the left panel. See their hero metrics, project timeline, and how their pricing performs vs market. Compare developers side by side to help clients pick.

Hero metricsUnits delivered, average PSF, gross yield, 5 year CAGR, on time delivery rate.
Projects timelineGantt style chart of completed, under construction, and announced projects.
Performance vs marketPSF and yield charts comparing developer to Dubai average over time.
Community footprintWhere the developer is active and what premium they command in each community.

Explore, Developers

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Market Digest

Weekly briefings, automated.

Brokers configure once, then a branded weekly market summary goes out to all their clients automatically. Pulls from DLD transactions, Ejari rentals, and market intelligence.

Email previewSee exactly what your clients will receive.
Settings panelFrequency, coverage areas, sections to include, branding.
Forward toggleSend to specific client segments or all clients.
Property type filtersApartments only, villas only, or everything.

Market Digest

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Market Reports

Branded PDF reports as lead magnets.

Three report types: Market Update, Investment Briefing, Opportunities Report. All branded to the broker. Configurable sections. Auto generated narrative. Lead capture gate built in.

Grid viewAll reports as preview cards with cover images, lead counts, view counts.
Report wizardFour step drawer: type, target, branding, generation.
PDF previewPage sidebar, cover photo with overlay, executive summary, charts, recommendations.
Investor viewPublic link with gated content. Investor fills form to read the rest, becomes a lead.

Market Reports grid

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Market Reports, PDF preview

Inside the PDF.

Cover page with photo, broker branding, key stats. Executive summary with narrative. Market metrics. Pricing trends. Yield analysis. Risk assessment. Recommendations. All from one click.

PDF preview

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Chat

AI assistant, available everywhere.

An always-on "Ask QWC" option in the bottom right of every page. Click it for a quick chat. Click maximize for the full chat experience. Four agent personas: Explorer, Analyst, Strategist, Broker. The broker mode reads your pipeline and clients.

Mini chat bubble400x500 panel for quick questions. Doesn't disrupt your work.
Full chat pageLinear style. Bottom bar with conversation tabs visible from any page.
Agent selectorSwitch between Explorer, Analyst, Strategist, Broker depending on what you need.
Streaming responsesTool processing visible. Source attribution shown. Follow up suggestions inline.

Chat full page

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The unlock

Chat isn't a feature. It's the interface.

Every analysis tool, every explorer, every report in the platform is designed to be embeddable. The AI understands what the client is asking and pulls the right module inline, directly into the conversation. Clients interact with real data without leaving the chat.

One message in. A fully interactive module out.

A client asks "what's the ROI on a 2BR in Dubai Marina?" The chat recognizes the intent, picks the right module, embeds it inline with sensible defaults, and lets the client tweak the numbers without leaving the thread. The broker can see the same conversation and jump in whenever.

Every page of the platform is designed as a full experience. The unlock is making each one modular so it can render as a compact, interactive card inside a chat bubble. Same data, same logic, different container.

What's the ROI on a 2BR in Dubai Marina?

QHere's a quick analysis based on recent DLD data. Tweak the purchase price and I'll update everything in real time.

ROI Calculator

Standard

Gross Yield

7.2%

Net Yield

5.8%

Monthly Cash Flow

3,525

Annual Income

85,000

Purchase Price1.85M AED

A few more examples.

Same chat container. Different modules. Each one picks the smallest possible interface that still lets the client do something useful without leaving the conversation.

When does this property actually break even?

QHere's the trajectory. You turn cash positive in year 3, month 4.

Cash Flow Projector

Standard

Net Monthly

3,525

Cash on Cash

6.8%

Break Even

3y 4m

Break even · Y3

Y1Y3Y5Y7Y10

Nice. Can you also show the cash purchase scenario?

I have 5M AED to invest in Dubai. How should I spread it?

QHere's a balanced allocation across Dubai segments for a 5 year horizon.

Portfolio Simulator

Pro

Conservative

Moderate

Aggressive

Entry Level

22%

Mid Market

30%

Premium

28%

Luxury

15%

Ultra

Avg Yield

6.5%

5Y CAGR

5.4%

Love it. What if I want to be more aggressive?

Tell me about Dubai Marina as an investment.

QIt's running hot right now. Strong appreciation, solid yield, active transactions.

Dubai Marina

Standard

Market Temperature

Cold

Cool

Warm

Hot

Very Hot

Avg PSF

1,247

Yield

7.2%

Price YoY

+12.3%

How does it compare to JBR?

Every module in one place

16 modules designed for the platform. Some live as full pages and as chat embeds. Four are designed to live only inside the chat. Every module has a short hook the AI listens for, a default state it renders with, and a gating tier that controls who can use it.

ROI Calculator

Standard

Purchase price slider with live gross yield, net yield, monthly cash flow.

Cash Flow Projector

Standard

Break even point, year by year cash flow, financing comparison.

Exit Strategy

Pro

Optimal hold period, best / base / worst scenarios, annualized returns.

Portfolio Simulator

Pro

Risk profile allocation, segment breakdown, sensitivity analysis.

Community Scorecard

Standard

Market temperature, hero metrics, price trend chart, type breakdown.

Community Comparison

Pro

Side by side metric table, price and yield trends overlaid.

Developer Track Record

Pro

Units delivered, on time delivery rate, community footprint.

Below Market Alerts

Standard

Properties flagged below median, confidence score, carousel of deals.

Property Listing Card

Free

Photos, specs, price, yield. Tap to run ROI or request a viewing.

Market Report Teaser

Standard

Three preview metrics, download PDF, share with broker.

Weekly Digest Settings

Standard

Subscribe toggle, section picker, delivery time selector.

Lead Generation Hub

Pro

Broker only. Create calculator links, track lead sources, view recent leads.

Shortlist Review

Free

Client reviews saved properties, requests info, schedules viewings.

In chat

Viewing Scheduler

Standard

Broker's available slots, one tap to book, calendar confirmation.

In chat

Document Request

Standard

Emirates ID, salary certificate, proof of funds. Drag and drop upload.

In chat

Daily Market Snapshot

Standard

Top appreciating, highest yield, biggest mover. 30 second read.

In chat

The business model (just an idea, let's debate)

The broker pays for a tier. Their clients inherit access to whatever modules the broker's tier allows. Brokers can also restrict specific modules for specific clients. Gated modules still show up in chat as blurred previews with an upgrade prompt, so clients always know there's more.

Plan 1

Free

The broker signs up, gets the basics, starts capturing leads.

Property Listing Card
Shortlist Review (basic)
Read only ROI Calculator
Community Scorecard
Cash Flow Projector
Market Reports
Pro only modules

Plan 2

Standard

Most brokers sit here. Full analysis, full client chat access.

Everything in Free
Full ROI Calculator (interactive)
Cash Flow Projector
Community Scorecard
Below Market Alerts
Weekly Digest
Market Report generation
Viewing Scheduler
Document Request
Exit Strategy, Portfolio Simulator
Community Comparison
Developer Track Record

Plan 3

Pro

Serious brokers, luxury markets, institutional investors.

Everything in Standard
Exit Strategy Analyzer
Portfolio Simulator
Community Comparison
Developer Track Record
Lead Generation Hub (Ad campaigns, link analytics)
Full Weekly Digest customization
Broker only tools (pipeline actions, templates)

Every module has states

A module doesn't just render data. It loads, responds to input, handles errors, and gracefully shows gating when a client's tier doesn't include it. Same component, different context.

State: Ready, unlocked

Community Scorecard

Standard

Avg PSF

1,247

Gross Yield

7.2%

Price YoY

+12.3%

Temperature

HOT

State: Gated, broker on lower tier

Exit Strategy Analyzer

Pro

Optimal Exit

Year 7

Annualized

11.4%

Net Profit

892K

CAGR

6.2%

🔒

Pro plan unlocks exit timing and scenarios

Ask broker to upgrade

Why this wins

For the client

Zero context switching

They ask a question, they get a working tool in the same message. Tap the slider, see the number change. No new tab, no new login.

For the broker

Retention and upsell, built in

Free clients see what they're missing. The broker controls access per client and per module. Upgrades happen in chat, not in support tickets.

For the product

One codebase, many surfaces

Each module is a component used on the full page, in the chat, and eventually in email and WhatsApp. Build once, render anywhere.

User journeys

Two stories that show how it all comes together.

The platform is built for real workflows. Here's how a broker uses it on a typical day, and how an investor experiences the other side of the link.

Journey 1, the broker

Sarah captures a lead and converts it to a closed deal.

Sarah is a Dubai broker. She runs an ROI calculator for a 2BR in Dubai Marina, shares the link on LinkedIn, and goes about her day.

Share the calc

Sarah opens Analyze, picks ROI, configures the property, hits Share. A link goes out.

Lead lands

Zé Pedro opens the link, sees the analysis, fills the form to unlock projections. He's now a Lead in Client Hub.

Chatbot nurtures

QWC sends Zé Pedro a WhatsApp intro within an hour. He responds. The bot gathers his preferences.

Sarah gets pinged

Zé Pedro's score crosses 50. He asked about 3BR. The bot can't go further. Sarah gets a notification.

Sarah closes

She reads the chatbot transcript, calls Zé Pedro, schedules a viewing, generates a briefing report. Done.

Journey 2, the investor

Zé Pedro receives a calculator link and becomes a client.

Zé Pedro is browsing LinkedIn. He sees a post from Sarah with an ROI calculator link for Dubai Marina. He's curious.

Click the link

Opens on his phone. Sees the property analysis, branded by Sarah. Clean, professional, real numbers.

Read the analysis

Gross yield, net yield, monthly cash flow, comparable properties. He's interested.

Hit the gate

5 year projection is blurred. He fills the form to unlock it. Name, email, phone, investor type.

WhatsApp ping

Within an hour, he gets a message from Sarah's QWC bot. Not pushy. Just helpful. He responds.

Real conversation

Sarah picks up the chat where the bot left off. Zé Pedro feels seen, not spammed. They schedule a viewing.

What comes next

The design is well thought out. Now we build.

Here is what the path to launch looks like. What we validate in the next few weeks, who we need to hire, and when each milestone lands. No budgets yet, just who does what and when.

Before we build: validate.

I propose that we stop developing until we know what we designed survives contact with real brokers. Three parallel workstreams happen in the next few weeks.

Salvador in the field

Salvador walks into at least N Dubai brokers (30?) with the Figma prototype and this presentation. Every broker clicks through every screen. We listen, we take notes, we ask what is missing and what they would actually pay for. Anything that half the brokers reject, we rethink. (The result will also serve us good for other QWC initiatives)

Target: 30+ brokers · Weeks 1 to 3

Math and data validation

Every calculation in the app (ROI, yield, cash flow, exit return, CAGR, sensitivity) gets cross checked with Hugo, Manuel, and potentially a real estate expert. We also expand our data sources: Property Finder, Bayut, Dubizzle, and any other Dubai specific feed we can legally access.

Leads: Salvador + data scientist (ideally) · Weeks 1 to 4

Ongoing market research

Weekly deep dives into Substack, Reddit, X, and competitor changelogs. We watch Lofty, Follow Up Boss, PropSpace, and the Dubai locals for any shift that changes our positioning. Nothing kills a product faster than a competitor shipping your differentiator three months before you do.

Owner: product + marketing · Ongoing

The roadmap.

Three phases, twelve months from kickoff to general availability. Each phase has a clear definition of done.

Months 0 to 3

MVP

Something we can put in a broker's hands and have them try it for real. Not generally available. Closed pilot with the 30 brokers from the validation phase.

Home, Client Hub, Analyze (ROI and Cash Flow), Explore (Properties)
Chat with ROI Calculator embed working end to end
Ensure our existing data is properly wired up
Basic auth, basic broker and client accounts
One hosted URL for the pilot brokers

Months 3 to 6

Beta

The rest of the platform ships. Real pilot brokers use it every day. We collect feedback, fix issues, iterate fast. Still invite only.

Full Explore (Communities, Developers), Market Reports, Market Digest
Exit Strategy and Portfolio Simulator shipped
Chat embeds for all modules, live in production
WhatsApp chatbot for lead nurturing
Mobile web experience polished

Months 6 to 12

Generally available

Full launch. Self serve signup. Marketing push. Mobile app. Onboarding flow. Public visibility. The platform becomes a product people can find and buy.

Self serve broker signup and billing
Native mobile app (iOS and Android)
Marketing site, social presence, content engine
Onboarding flow and in app tutorials
Analytics, observability, customer support tooling

The team we need.

A lean team of specialists. One lead, five engineers, one data person, one product person, one marketing person. Design is in house. Domain knowledge comes from people already on the team.

Head of Product

Product and technical lead for the whole build

Owns the product direction and the architecture. Sets the roadmap, makes the stack decisions, drives shipping velocity. Hands on enough to write code, senior enough to unblock anyone. Also the hiring bar for all other engineers.

Full time · Starts month 1

Full stack engineers

Frontend, backend, infrastructure

Turn the Figma prototype into a production React app, build the API, wire up DLD and Ejari ingestion, own the data layer, handle deployments. Comfortable jumping across the stack and owning a feature end to end.

Full time · Starts month 1

Data scientist

Calculations, modeling, analytics

Validates every calculation in the app. Owns the ROI, yield, cash flow, exit, and CAGR models. Builds the scoring engines for leads, below market alerts, and developer track records.

Full time · Starts month 1

Product contractor

6 month contract, hands off to Salvador

Senior product person who has shipped SaaS products before. Owns roadmap, prioritization, and user research for the first six months. Hands over to Salvador once he is ready to take the reins.

Contract · Months 1 to 6

Marketing

Positioning, content, launch

Owns the narrative. Builds the story, the website, the launch campaign, the content engine. Starts part time during beta, full time for GA.

Part time month 3 · Full time month 6

The intel we already have.

We probably don't need to hire a real estate expert or a main advisor right now. We already have that intel in-house with Salvador, Zé, and the rest of the team to unblock most hard calls.