Property Finder price explained for brokerages

Why there is no public price

Property Finder is a UAE property portal where agencies list properties and receive enquiries. Bayut is the other major UAE portal and Dubizzle is the classifieds site from the same group as Bayut. All three sell to brokerages through agreed packages and credits rather than a public price list. Dubizzle's own support page says package options and pricing vary by category and city and are subject to frequent change, and recommends contacting its team. To choose between the two main portals, see Property Finder vs Bayut.

You will see AED ranges quoted on marketing agency blogs. I found none that cite a portal source, so I have left them out. When you need a real figure, ask your account manager for a written quote.

How the money works on each portal

Property Finder

• Credits. Property Finder's customer agreement says unused credits lapse at the end of each credit term and do not roll over, and top-up credits expire at the end of the term they were added to. Read your own contract for the exact term.
• Exposure products. Premium and Featured placements, Spotlight (the top three search positions, won through bidding) and Community Top Spot. Which you can use depends on your available credits.
• Credit Optimizer. An AI tool inside PF Expert, Property Finder's agent workspace, that suggests which live listings to upgrade and predicts the lead increase. Property Finder says these predictions guide decisions and do not guarantee results, and credits are never applied without your approval.
• Roles. In PF Expert, the Decision Maker role can manage credits and the Admin role can manage and assign them. Check who in your office holds those roles.
• Partner tiers. A programme with four tiers (Emerald, Sapphire, Ruby, Diamond) based on annual contract value, with benefits that include training, relationship management and priority support. The thresholds are not published.

Bayut and Dubizzle

• Credits. Bayut's help centre says credits are used when a listing is published or a product is applied, and the amount depends on the purpose, location and price of the listing. So the same package buys fewer listings in a high-value area than in a cheaper one.
• Boosts. Signature, Hot and Property of the Week on Bayut, and Refresh and Featured on Dubizzle, as described in Bayut's announcement of Profolio, its agent app (see the Bayut Profolio guide).
• Quality work that is not a fee but costs time. Checked and TruCheck badges (Bayut's marks for listings it has verified) improve ranking. Bayut says TruCheck lasts 45 days on sale listings and 30 days on rent listings, so someone has to keep renewing it.

Hidden costs to ask about

1. Expired credits. Ask what percentage of last year's credits went unused. That is money gone.
2. Top-ups. What a top-up costs compared with the original package.
3. Agent seats. Whether each agent needs a paid seat or a verified profile, and what happens when an agent leaves.
4. Renewal terms. Contract length, notice period and whether prices can change at renewal.
5. Staff time. Photographing for TruCheck, renewing listings, refreshing posts. This is real cost even though it never appears on an invoice.
6. Lead handling. A lead answered in two hours instead of two minutes is a lead you paid for and lost.

The cost per lead and cost per deal method

I am giving you the method with blanks, not invented figures, because your numbers are the only ones that matter. For one quarter and one portal:

1. Total spend = package fees + credits bought + boosts + any other portal charge.
2. Leads = enquiries from that portal, by agent.
3. Deals = closed deals whose first enquiry came from that portal, by agent.
4. Cost per lead = total spend divided by leads.
5. Cost per deal = total spend divided by deals.
6. Return = commission earned from those deals divided by total spend.

Then split by agent. In most brokerages a few agents generate most of the deals while others consume credits on listings that never convert. That is the conversation to have, kindly, before the next renewal. A fuller owner view is in the KPI dashboard guide.

When it is worth paying up a tier

Move up a package or add boosts when your own data shows the extra spend was followed by extra closed deals, not just extra enquiries. A boost that doubles calls from people who never view a property has not paid for itself. Hold back when response times are poor, when listings lack photos and verified badges, or when a large share of credits expired unused. Fix handling first, then buy more exposure.

Software and AI: matching portal spend to closed commissions

This is the one place where portals leave a gap: they know what you spent and how many enquiries came in, but not what your agents later earned. Your CRM (the system where you keep clients and deals) or deal sheet knows the commissions. Joining the two is a job for a reporting layer.

• What the software does. It takes monthly spend per portal (entered by you, since I found no public way to pull credit data from Property Finder's Enterprise API, the connection for outside software, where its documentation lists credit data as planned), takes leads and deals from your CRM, and shows cost per lead, cost per deal and return by portal and by agent. I build this kind of reporting layer; the idea is covered in KPI dashboard.
• What AI can do. Summarise the table in plain language for your Monday meeting, point out agents whose spend is far above their deals, and draft the questions to take to your account manager. It must be told the real figures; it cannot know them.
• What stays with you. Judging whether a weak quarter was the portal, the agent or the market, and negotiating the next contract.

Do it yourself with Claude

Make a small table with one row per agent: portal spend attributed to that agent, leads, deals, commission. Remove personal client data. Paste it into Claude, an AI assistant, and ask: "Calculate cost per lead, cost per deal and commission-to-spend ratio for each agent, rank them, and list three questions I should ask my portal account manager about renewal." Check the arithmetic on two rows by hand, because a language model can slip on sums.

A renewal checklist for the owner

When the account manager calls about renewal, the strongest position is knowing your own numbers. Bring these:

• Total spent last term and credits that expired unused.
• Leads, viewings and closed deals from the portal, by agent.
• Average time to first reply, because slow replies are your cost, not the portal's.
• The number of active listings that have no photos, no verification or no recent update.
• Your plan for next term: how many listings, which areas, how many boosts.

Ask for any offer in writing, with the term, the credit amount, the expiry rule and what a top-up costs. Compare it to what the other portal offers on the same day, not from memory. None of this guarantees a better deal, but it stops you renewing by default, and renewing by default is how brokerages end up paying for exposure they never measured.

A worked example (illustrative numbers)

These figures are made up to show the method. They are not portal prices. Say one agent used 100 units of spend in a quarter on Property Finder, generated 40 leads and closed 1 deal worth 3 units of commission. Cost per lead is 2.5 units, cost per deal is 100 units and return is 0.03. Another agent spent 40 units, generated 25 leads and closed 2 deals worth 6 units of commission. Cost per lead is 1.6, cost per deal is 20 and return is 0.15. The first agent looks busy; the second is five times cheaper per deal. One quarter is a small sample, so before acting ask why: was the first agent working weak listings, slow to reply, or just unlucky? The point of the table is to start that conversation, not to end it.

If you searched this as a seller or buyer, not a brokerage

The phrase "Property Finder price" also draws people asking what a property will sell for. Two facts help. Property Finder's own blog says sellers pay nothing to register for its Sell or Rent My Property matching feature, which pairs them with agents who work in their community. The agent's commission is set separately, in the agreement you sign with the agent (Form A, the Dubai listing agreement), so read the figure there. And asking prices on portals are not sale prices: one comparison page I read advises checking closed transactions on a Dubai Land Department based tool such as DXBinteract, which is its own recommendation and not an official valuation. If you own a brokerage, this matters because your sellers are comparing your asking price advice against the same data.

What to do in what order before renewal

1. Pull last term's spend and expired credits, a week before the call, not on the day.
2. Run cost per deal by agent and by portal, and mark agents whose numbers are clearly off.
3. Fix what is yours first: reply times, listings without photos, expired verification.
4. Ask the account manager for the package structure in writing, including how the credit plan is described. One source I read refers to Property Finder's credit subscription as PF Flex; I could not confirm the name or terms on a Property Finder page, so ask what your package is called and what it covers.
5. Get the other portal's offer on the same day and compare like for like.
6. Decide, then diarise the next review date, so renewal never happens by default.

How I'd approach this

Before you renew, get three things in writing: your actual package and credit terms, your unused credit total, and the price of a top-up. Run the cost per deal numbers for the last two quarters. Then negotiate from your own data, not from what another broker said. If you cannot produce the numbers because leads and deals live in different places, that is the first problem to fix, and it costs far less than a wasted package.