Abu Dhabi Developers Introduce Ramadan Deals to Boost Sales Amid Market Slowdown

As Ramadan commences, the Abu Dhabi real estate market experiences a temporary slowdown, with the majority of buyers fasting and adjusting to new routines. However, developers strategically leverage this period by offering exclusive promotions to attract investors and homebuyers.

Market Trends During Ramadan

Ben Crompton, Managing Partner at Crompton Partners Estate Agents, noted that "with people fasting, the market tends to slow down a bit—probably 70 to 80 per cent of buyers in Abu Dhabi are fasting." This trend is particularly evident at the beginning of Ramadan when people are adapting to their new schedules, leading to a dip in market activity.

Despite this slowdown, developers see Ramadan as an opportunity to stimulate interest. "We see many Ramadan offers from developers who have stock they want to move. It’s a great time to offer something new, interesting, and different—discounts, free service charge periods, and rebates on transfer fees," Crompton explained. "These incentives help drive engagement in the lead-up to and during the holy month."

Exclusive Ramadan Offers in Abu Dhabi

Several developers are offering attractive deals to encourage property purchases. At Mangrove Village, buyers can benefit from two years of free service charges and a 2 per cent rebate on transfer fees for five-bedroom villas. "That’s probably one of the best offers I’ve seen," Crompton said, adding that similar promotions can be found in other areas such as Al Raha.

While these Ramadan promotions mainly target property sales, the rental market remains unaffected. "The rental market is strong right now; I haven’t seen many Ramadan-specific offers there. Rentals move quickly, and if a property is priced correctly, it gets rented," Crompton observed.

Increased Digital Engagement

Ramadan also sees a rise in online engagement, with shorter working hours leading to increased screen time. Developers ramp up their social media advertising to keep their projects visible to potential buyers. "People are on their phones more, so digital marketing campaigns become even more crucial in reaching audiences during this period," Crompton explained.

For many developers, linking promotions to significant events like Ramadan, Eid, and Christmas allows them to present incentives in a structured manner. "It gives developers a way to offer incentives without appearing desperate to move stock," Crompton noted. "Real estate is a commodity like any other—it’s just a bit more expensive."

Notable Ramadan Deals in 2025

This year’s Ramadan deals include a major offer on Al Naseem Villas by Modon Properties, featuring four, five, and six-bedroom villas on Hudayriyat Island. Additionally, Modon’s Muheiram on Reem Island offers one, two, and three-bedroom apartments. A post by UAE Property Show—Abu Dhabi highlights discounts of up to 30 per cent on new project launches.

Khaled Al Najjar, a seasoned Abu Dhabi realtor, emphasized that March and Ramadan are crucial periods for property decisions. "Most resales happen at the beginning of the year when residents confirm they’re staying at least another year," he said. However, he noted a market shift compared to previous years. "Last Ramadan, up to eight off-plan projects launched. This year, there are only two."

Al Najjar observed that many buyers are now prioritizing resale properties over off-plan investments, as numerous projects from the last four to five years are now reaching completion. Despite fewer off-plan launches, Ramadan promotions remain an effective strategy. "Even a small discount, like 1 per cent, or a reduced down payment can make a big difference. Waiving the first down payment, in particular, is a game-changer for buyers who struggle to meet upfront costs."

High-End Developers Take a Different Approach

While Ramadan promotions are popular among mainstream developers, luxury real estate firms take a different stance. "At Lead Development, our strategy doesn’t rely on discounts or seasonal promotions," said Mahmoud Dandashly, Chief Business Officer at Lead, the developer behind Jubail Island. "We emphasize the intrinsic value of our communities—low-density, waterfront living with world-class finishes."

Dandashly stated that demand for properties like Jubail Island remains steady during Ramadan. "We’ve observed continued interest from discerning buyers who prioritize quality, exclusivity, and long-term value. Instead of broad promotions, we focus on strengthening client relationships through curated experiences, private viewings, and personalized communication."

He further explained, "Real estate isn’t like consumer goods. Seasonal offers might work for FMCG products, but our buyers are looking for more than just a deal."

Ramadan Sales Activity Remains Strong for Some Developers

Bloom Holding’s CEO, Carlos Wakim, highlighted that Ramadan continues to be an active period for transactions. "Our recent launch of Carmona, the eighth phase of Bloom Living, has witnessed significant interest from both customers and investors, showing that Ramadan can be a period of high engagement."

According to Wakim, premium real estate demand remains strong, with well-designed projects in prime locations continuing to attract buyers. "Our strategy includes flexible payment plans and competitively priced premium units. Whether it’s Ramadan or any other time of the year, these approaches have been highly effective in boosting sales."

Bloom Holding’s flagship project, Bloom Living, has demonstrated exceptional sales performance not just during Ramadan but throughout the year. Wakim concluded, "Ramadan serves as an excellent period for engagement, and we see continued buyer interest due to strategic planning and effective sales incentives."

Conclusion

The Abu Dhabi real estate market experiences a seasonal slowdown during Ramadan, yet developers continue to capitalize on this period through targeted promotions. From flexible payment plans to service charge waivers, these incentives help reinvigorate interest in property investments. While mainstream developers leverage discounts and offers to attract buyers, premium real estate firms maintain their focus on exclusivity and long-term value. Regardless of market conditions, strategic promotions and well-positioned projects ensure continued momentum in Abu Dhabi’s dynamic real estate sector.