Founded 2018. Still mid-size, deliberately.
DubaiHomes was started in Business Bay in October 2018 by Farida Al-Suwaidi, a then-32-year-old Emirati broker who had spent nine years at one of Dubai's largest brokerages handling Downtown inventory. She left after a specific incident — a Saturday morning, a client flown in from Abu Dhabi, a viewing arranged at the Address Downtown for a unit that had already been sold two hours earlier. The client was gracious about it. Farida was not.
Rohan Mehta, formerly head of JLL's residential secondary desk for Marina, joined three months later. The firm's founding commitment, written out in long-hand on a whiteboard in the first office, survives unaltered: respond to every enquiry within nine minutes during office hours; write a buyer brief before every viewing; tell the client when the property is wrong for them.
How we work
Our team rotates a shared inbox during office hours. Median first-reply time during 2025 was 7 minutes 40 seconds — the number we track weekly in the team meeting.
Before any viewing appointment, the assigned consultant writes a three-page brief on the property for the buyer — strengths, structural concerns, comparable sales, and a candid recommendation. We bring it to the viewing.
If a brief we cannot serve — Jumeirah Golf Estates villas, for example, or a Palm frond villa — comes to us, we refer it out with a disclosed arrangement. We don't run inventory we cannot represent well.
The team
Farida spent nine years at a major Downtown-focused brokerage before co-founding DubaiHomes in 2018. She handles our largest transactions personally and sits on the firm's transfer committee. Farida reads every contract before it goes to the DLD, and she has a standing rule that no client of ours signs an MOU on a Friday afternoon without sleeping on it first. She is RERA-certified and holds a BSc in Finance from the American University of Sharjah.
Rohan ran JLL's residential secondary-market desk for Dubai Marina for four years before joining Farida at DubaiHomes in 2018. He handles the bulk of our Marina inventory and our Indian-diaspora buyer network. Rohan's signature is his three-page buyer brief — a written document he prepares before any viewing appointment that lists the property's strengths, its structural concerns, and his candid recommendation. He has sold over AED 740M in Dubai residential since 2014.