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Tend Resources
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Practical guides on WhatsApp, lead response and CRM for Dubai brokerages. Real numbers, no fluff.
Tend Resources
Resources
Practical guides on WhatsApp, lead response and CRM for Dubai brokerages. Real numbers, no fluff.
Published real estate CRM rates in Dubai run from about AED 150 to AED 800 per user each month, and many vendors publish no price at all. Tend charges per agency rather than per seat: AED 499, 999, 1,999 and from 3,499 a month, including 3 to 30 agents, with extra agents at AED 99.
Most real estate CRM vendors selling into Dubai do not publish a price. The shortlist below carries actual AED figures, the arithmetic behind them, and the one structural question that decides the bill: whether you pay per seat or per agency.
Published rates in this market cluster between AED 150 and AED 800 per user per month, before implementation. The spread is wide because the products are not the same shape — a per-seat brokerage CRM and a per-agency AI messaging platform are priced on different units.
| Product | Published price | Pricing shape |
|---|---|---|
| PropSpace | AED 220 per user/month, AED 500 minimum invoice | Per user |
| Jexa | AED 200-500 per user/month | Per user |
| Jexa + Alto | AED 150-400 per user/month | Per user |
| Salesforce + real estate add-on | AED 300-800 per user/month | Per user |
| WIYO | AED 1,000 solo; AED 2,650 for 5 agents | Per plan tier |
| Tend | AED 499 / 999 / 1,999 / from 3,499 per month | Per agency |
| Custom build | AED 120,000-250,000 basic; 250,000-500,000 advanced; 500,000-900,000 enterprise | One-time capital cost |
PropSpace figures come from its own pricing page, accessed 8 September 2026, and include a 12-month minimum term with prepayment discounts of 10% for one year and 25% for two. Note that the third-party roundup below lists PropSpace higher, at AED 250-600 per user, so the vendor's own page is used here as the more authoritative figure. The Jexa, Jexa + Alto, Salesforce and custom-build ranges are as published by Codingclave on 3 April 2026; the WIYO tiers from its own article dated 15 May 2026.
Per-seat pricing behaves badly in Dubai because of the size of the average brokerage. The Dubai Land Department recorded 32,294 registered brokers across 9,785 brokerage offices at the end of 2025. That is 3.3 agents per office — the typical Dubai brokerage is a handful of people, not a floor of them.
Per-seat pricing is designed for the exception. At 3 agents a per-user product looks inexpensive, and the cost only becomes visible at the moment a firm hires, which is the moment it can least absorb a step change. At AED 220 per user, growing from 3 agents to 8 adds AED 1,100 a month to the bill — a 167% increase for a 167% increase in headcount, with no volume relief at any point.
The two numbers move on different clocks. Software cost tracks headcount exactly, while revenue tracks closed deals, and the two do not move together month to month. A firm that hires three agents in January and closes nothing until April pays the full increase for three months.
Tend prices per agency, with a block of agents included in each tier and a flat AED 99 for any agent beyond it. Prices exclude VAT, and Meta's WhatsApp messaging fees are billed separately by Meta.
| Included | Starter | Team | Growth | Pro |
|---|---|---|---|---|
| Monthly price (AED) | 499 | 999 | 1,999 | From 3,499 |
| Agents included | 3 | 5 | 15 | 30 |
| Maximum agents | 5 | 15 | 30 | No fixed ceiling (set per agreement) |
| Extra agent / month | AED 99 | AED 99 | AED 99 | AED 99 |
| AI conversations / month | 300 | 1,000 | 3,000 | 10,000 |
| WhatsApp numbers | 1 | 1 | 2 | 5 |
| One-time onboarding | — | — | AED 1,500 | From AED 3,000 |
Two lines need reading carefully. On Starter, Team and Growth the maximum is a real ceiling, not guidance — the backend refuses to provision an agent login past it, so a plan is upgraded rather than stretched. Pro has no fixed ceiling; its seat count is set per agreement. And Growth and Pro carry a one-time onboarding fee billed as its own line, never folded into the recurring price. Starter and Team carry no onboarding fee at all, so the monthly figure is the whole subscription cost from the first invoice.
The headline price is not the comparable number. Dividing by agents is, and it is the calculation per-seat vendors do not need to publish because their answer is fixed.
| Tier | At included agents | At maximum agents |
|---|---|---|
| Starter (AED 499) | AED 166 per agent | AED 139 per agent (5 agents, AED 697) |
| Team (AED 999) | AED 200 per agent | AED 133 per agent (15 agents, AED 1,989) |
| Growth (AED 1,999) | AED 133 per agent | AED 116 per agent (30 agents, AED 3,484) |
| Pro (from AED 3,499) | AED 117 per agent | Lower as the team grows |
Those per-agent figures are this page's own arithmetic on the published prices, not a separate published rate. The pattern they show is the point: cost per agent falls as a team grows, from AED 200 at the top of Team to AED 116 at the top of Growth. Per-seat pricing is flat by construction — AED 220 per user is AED 220 per user at 3 agents and at 30.
The ladder is also built to converge. Starter filled to 5 agents costs AED 697 against Team's AED 999 base; Team filled to 15 costs AED 1,989 against Growth's AED 1,999; Growth filled to 30 costs AED 3,484 against Pro's AED 3,499. Upgrading never costs meaningfully more than staying and paying for extras, so a growing firm is not penalised for moving at the right time.
On published rates, Tend is the lower bill at every team size in the table below — AED 499 against AED 660 at three agents, and AED 2,494 against AED 4,400 at twenty. The gap widens as a team grows, because the ranking inverts: per-seat cost rises with every hire while per-agency cost per head falls. At 3 agents, a per-user product at AED 220 costs AED 660 a month against Tend Starter at AED 499. At 10 agents the same per-user product costs AED 2,200 against Tend Team at AED 999 plus 5 extra agents, or AED 1,494.
| Team size | Per-user CRM at AED 220 | Tend |
|---|---|---|
| 3 agents | AED 660 | AED 499 (Starter) |
| 5 agents | AED 1,100 | AED 697 (Starter, 2 extra) |
| 10 agents | AED 2,200 | AED 1,494 (Team, 5 extra) |
| 20 agents | AED 4,400 | AED 2,494 (Growth, 5 extra) |
Both columns are this page's arithmetic on published rates, and the left column ignores the AED 500 minimum invoice that would raise the smallest team's bill further. Free CRM tools exist and are a rational starting point for a solo broker; they stop being one at the point two agents need to see the same conversation.
The subscription is rarely the whole cost. Four lines are routinely missed at shortlist stage.
A custom build sits outside this frame. Codingclave's AED 120,000-900,000 tiers are a capital cost, but the same source puts ongoing hosting and maintenance at AED 5,000-20,000 a month — over five years the running cost alone can approach the build price.
Four steps remove most of the guesswork, and the first is the one that changes answers.
Because the product is built around one channel. Tend is an AI WhatsApp agent with a CRM behind it: leads arrive over WhatsApp — Click-to-WhatsApp ads, the number on a listing, referrals — and the AI replies at any hour in English and Arabic, qualifies against real inventory rather than inventing answers, and books viewings against a calendar. Conversations belong to the agency, not to the agent's handset, so a departing agent does not take the thread.
That channel choice is why the allowance is counted in conversations rather than seats. An AI conversation is one conversation thread that had at least one message in the calendar month, however many messages are exchanged within it — a lead who chats across three days is one conversation, not three. The allowance is also not a cut-off: exceeding it warns and reports rather than stopping sends, because cutting off a brokerage's WhatsApp mid-conversation damages that brokerage's business and its Meta quality rating.
Off-plan structure is first-class rather than bolted on. Developers, projects, units, payment plans and handover milestones are real records with their own fields and relationships, not free-text notes attached to a deal, so a unit's price, availability and payment schedule are queryable rather than remembered. That is what lets the AI answer an enquiry about a specific tower from inventory instead of improvising, and it is what makes an off-plan pipeline reportable at the project level.
Projects carry RERA permit, DLD registration and escrow details as structured fields, so a compliance question is answered from the record rather than from someone's inbox. (RERA and DLD license brokerages and brokers, not software — no CRM in this market is approved by either.) Handover milestones sit on the project record, which is what makes a post-handover follow-up something the system can schedule rather than something an agent has to remember.
Two, stated plainly, because the pricing shape is the fit test.
A brokerage that deliberately runs a large unlicensed bench. If most of your headcount is not meant to touch leads, you are buying capacity you will not use, and a per-seat product bills closer to that shape.
A brokerage whose enquiries do not arrive by message. If the channel is inbound calls or walk-ins, a conversation allowance is the wrong unit and a conventional per-seat CRM is better value.
Tend's prices come from its own published pricing page. Competitor prices are quoted from each vendor's published material — PropSpace's pricing page accessed 8 September 2026, Codingclave's ranges as published 3 April 2026, WIYO's tiers as published 15 May 2026. None has been independently verified, and several are ranges rather than quoted rates. The Jexa, Salesforce and custom-build figures are third-party ranges rather than vendor-published rates, and are the oldest on this page.
Broker and office counts come from Dubai Land Department data for the end of 2025. The 3.3 agents per office figure, every per-agent cost, and every team-size comparison in this article are this page's own arithmetic on those published totals and rates, and are labelled as derived where they appear. WhatsApp pricing mechanics are from Meta's published documentation, effective 1 July 2025.
No customer results, conversion rates or performance claims appear anywhere on this page, for any product including Tend, because none is independently verifiable. Tend's tiers, seat ceilings and conversation allowances are on the pricing page; price yours at headcount plus five before you shortlist.
Tend replies in seconds, qualifies the lead and books the viewing — on your own WhatsApp number. From AED 499/month, 30-day free trial.
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