Abu Dhabi-based developer Ohana Development has officially unveiled its Emirati Broker Programme, a strategic initiative designed to bolster the presence and professional capabilities of UAE nationals within the local real estate market. The announcement, made during the LIVEX 2026 event at the Abu Dhabi National Exhibition Centre (ADNEC), underscores a broader industry shift toward empowering local talent to take a more central role in the nation’s rapidly expanding property sector.
The program arrives at a pivotal time as Abu Dhabi’s real estate market experiences record-breaking growth. By providing a structured pathway for career development, Ohana Development aims to bridge the gap between emerging local talent and the high-demand luxury property market, starting with its flagship AED 15 billion Manchester City Yas Residences project.
Empowering Local Talent Through Digital Integration and Professional Training
Central to the initiative is a comprehensive support system that integrates modern sales methodologies with traditional market expertise. Recognizing that the modern real estate landscape is increasingly data-driven, Ohana Development is positioning this program to help brokers leverage advanced market analytics and CRM tools.
The developer will host quarterly training sessions at its dedicated Experience Centre. These workshops are specifically tailored for Emirati brokers, focusing on in-depth product knowledge, advanced negotiation techniques, and modern market positioning strategies. By equipping local professionals with these high-level skills, Ohana intends to ensure that Emirati brokers are at the forefront of the digital transformation currently reshaping the UAE’s property landscape.
Furthermore, the program offers a tangible incentive structure to encourage high performance. Top-performing Emirati brokerage firms stand to receive significant financial rewards, while the leading individual brokers will be granted fully sponsored professional development trips to Manchester. This competitive framework is complemented by a licence sponsorship initiative, which aims to lower the barrier to entry for local firms and individual agents, ensuring they have the necessary regulatory backing to compete at a high level.
Strategic Advantages for Emirati Partners
Beyond educational support, the Emirati Broker Programme offers practical operational advantages designed to optimize the sales process. Participating brokers are granted preferential access to new property inventory and priority status during major project launches. This level of access is critical in the fast-paced Abu Dhabi market, where securing prime units for clients requires agility and early-stage engagement.
Ohana Development has set an ambitious internal target to ensure that 10 percent of its total sales volume is generated through Emirati brokers. By prioritizing these partnerships, the company is not only investing in the local workforce but also ensuring that its sales network reflects the unique cultural and economic fabric of the UAE. According to Mustafa El Sammak, Chief Operating Officer of Ohana Development, this initiative is a long-term play to solidify the role of local professionals in the emirate’s ongoing development.
Alignment with National Economic Objectives
The launch of this program aligns with the strategic vision of the Abu Dhabi Real Estate Centre (ADREC). As Ohana Development scales its operations, it intends to work closely with government bodies to ensure that its broker initiative is fully synchronized with the emirate’s overarching economic goals.
This partnership-first approach demonstrates a growing trend among major developers to align their private business strategies with national Emiratization mandates. By creating a sustainable ecosystem where Emirati brokers are supported, trained, and rewarded, Ohana Development is helping to cultivate a more self-sufficient and locally driven real estate economy. As the next phase of the Manchester City Yas Residences project approaches its launch at the Etihad Arena, the industry will be watching to see how this new generation of empowered Emirati brokers impacts the market’s performance and sets a new benchmark for local participation in high-stakes real estate development.
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