The Agentic Era: How AI is Rewiring Real Estate in the Middle East

Property demand is surging, but legacy workflows can’t keep up. Enter Salesforce Agentforce – autonomous AI agents redefining how real estate operates at scale. 

By Femi Adeboye, Territory Sales Lead & Client Partner, Horizontal Digital  

A few years from now, buying or renting a property in the Middle East will feel radically different, and the shift has already begun. 

Imagine this: a family in Riyadh browsing for a new villa online receives personalized recommendations within seconds, in Arabic, complete with full payment plan projections.  

An overseas investor in Singapore books a unit viewing in Dubai Marina through a 24/7 multilingual digital agent that instantly matches their budget, preferred handover window and returns profile.  

A sales advisor receives only pre-qualified appointments – not a single cold lead – with every requirement, preference and previous interaction already summarized. And when handover day arrives, snagging tickets, Dubai Electricity and Water Authority (DEWA) activation, digital key release and warranty schedules are orchestrated automatically, end-to-end. 

This isn’t science fiction. This is the Agentic Era, powered by Salesforce Agentforce, and for the Middle Eastern real estate sector, it couldn’t be arriving at a more pivotal moment. 

The real estate super cycle 

The region is in the midst of one of the most extraordinary real estate cycles the world has seen, fueled by a perfect convergence of sustained demand from international investors, an influx of ultra-high-net-worth individuals, and the rapid rise of sought-after branded residences – luxury homes developed with global hotel and lifestyle brands. 

Official data from the Dubai Land Department shows Dubai’s real estate market reached a record AED 917 billion in total transactions in 2025 – a 20% year-on-year increase and the highest level in the emirate’s history. 

Across the border, Saudi Arabia is undergoing a real estate transformation on a scale the world hasn’t seen before, with mega-projects accelerating demand across residential, hospitality and retail, and Knight Frank forecasting more than 660,000 new homes, 289,000 hotel rooms and over 5 million square meters of retail space by 2030. 

But this super cycle comes with an undeniable operational cost. The sheer volume of transactions, handovers and rising service expectations is putting unprecedented pressure on the real estate industry, exposing the limits of processes that were never built for this level of velocity.  

Know Your Customer (KYC) compliance, Expression of Interest (EOI) intake, lead routing and handover orchestration, once manageable at smaller scale, are now creating bottlenecks across the entire lifecycle. And it’s here, in the gap between market momentum and operational capability, that the cracks in the traditional model begin to show. 

Scale meets operational friction

Look past the transaction volumes, and the operational strains become immediately visible. The vast majority of inbound enquiries arrive with limited intent or inaccurate information, forcing sales teams to sift through noise instead of progressing real buyers.  

Enquiry to conversion rates remain stuck in low single digits because buyers aren’t being matched efficiently with the right inventory at the right time. And on the customer side, the experience is equally strained: many receive several duplicated outreach attempts each day from competing brokers and developers, eroding trust in a market where credibility should be a differentiator.  

These pressures are not temporary side effects of a boom; they are symptoms of an outdated, fragmented system struggling to keep pace with demand. Unless the model evolves, the gap between market momentum and operational capability will only widen, which is why a shift to agentic, intelligent operations is no longer optional, but essential. 

Turning enquiries into real buyers 

Agentforce closes this gap with intelligent, always-on, multilingual agents connected to data that already lives in your Salesforce ecosystem. Enquiries are qualified instantly – KYC and EOIs completed in minutes and leads routed to the right sales advisor based on budget, timing and property fit. Teams stop filtering noise and focus only on buyers ready to move. 

1. Faster decisions, zero delay 

Once a buyer engages, the process accelerates. Quotes, payment plans and financing options are generated immediately, replacing slow back-and-forth with real-time clarity. Follow-ups are tailored to each buyer and matched to relevant units, creating a smoother, higher-conversion journey. 

2. Handover made effortless 

As handover volumes surge, Agentforce automates what used to break teams: snagging tickets, DEWA/chiller setup, defect resolution, title-deed tracking and digital key release – all coordinated end-to-end. The result is fewer delays and a stronger brand impression at a critical moment. 

3. Concierge-style service for every resident 

Post-sales becomes a differentiated experience, not an afterthought. With Agentforce, warranty management, vendor dispatch, preventive maintenance and amenity bookings run as one seamless ownership journey. Agentforce moves beyond answering questions to scheduling viewings, guiding property tours and supporting customers 24/7, freeing humans for the moments that matter. 

Why this matters for Salesforce CRM customers 

The true “unfair advantage” for existing Salesforce customers is that the hardest work is already behind you: you have an ingrained Salesforce environment. This means your intelligence can be extrapolated instantly into your customers' preferred communication channels.  

While your competitors struggle to stitch together third-party AI through complex, fragile integrations, you are simply activating a native capability that already understands your data, your leads and your customers. With Agentforce, that intelligence becomes operational – instantly and at scale. We aren’t building a new house; we are installing a high-performance engine into a vehicle you already own. 

To help organizations move quickly and safely, Horizontal Digital has built a structured approach: an executive (re)Ignite session to pinpoint value, an architecture and data readiness review to validate foundations, and a 90-day roadmap that turns agentic workflows into measurable outcomes. Because in this market, strategy isn’t the differentiator; execution is. 

The Agentic Era isn’t coming. It’s already here. 

The Middle East’s real estate boom brings both opportunity and complexity. The organizations that win will be those that respond instantly, qualify intelligently and deliver ownership experiences that turn buyers into advocates. Agentforce makes that possible, not by replacing people, but by removing the noise that keeps them from doing their best work.