There’s no denying that the real estate industry, long considered a cornerstone of Dubai’s economy, is facing a critical turning point. Daniel Daggers, better known as “Mr. Superprime” and star of Netflix’s Buying London, has issued a bold warning: the service industry, particularly real estate agents, is under threat. As technology and data revolutionise how business is done, Daggers is urging agents in Dubai and beyond to adapt quickly – or risk being left behind.
“I think there’s threats to real estate agents across the world,” Daggers shared in an exclusive interview with Arabian Business. “If your business doesn’t allow you to build your personal brand, then I fear for your role in the future.” The celebrated luxury realtor highlighted how the increasing availability of information and advancements in data-driven tools are reshaping customer expectations.
One key strategy Daggers advocates for is content creation, which he believes is essential for agents to remain indispensable. “The only way that agents can really protect themselves is if they produce content,” he stressed. By generating meaningful and content and building a robust digital footprint, agents can establish themselves as experts and trusted advisors, creating a personal connection with clients that technology alone cannot replicate. Something at the very heart of his agency DDRE Global.
Daggers who has been in the property industry for almost three decades has sold in excess of $6 billion worth of real estate. He founded the high-end real estate firm DDRE and starred in the hit Netflix show Buying London, which showcased his reputation for handling some of the world’s most prestigious property deals (three of which took place in the UAE).
The prominent property expert foresees a future where real estate agencies leverage data inputted by agents to create systems that could potentially bypass their human workforce. “What we want to do as the business is enable our agents with great technology and media so that they can grow their business, and they are the business,” he emphasised. “But I’m concerned that people work the other way, where agencies focus solely on profitability and cutting out the agent – the most expensive part of the transaction.”
Despite the challenges, Daggers expressed admiration for Dubai’s progressive approach to transparency and innovation in the real estate sector. “I love how Dubai is attacking transparency in information, because more transparency creates more fluidity in the marketplace,” he told Arabian Business. This openness, he explained, benefits all stakeholders, ensuring smoother transactions and greater trust between buyers, sellers and agents.
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