What Dubai Holding Asset Management residential portfolio rebrand means for the business

Rebrand reinforces its position as one of Dubai’s largest residential leasing businesses

The new identity marks a key milestone in the company’s over two-decade journey of shaping the city’s residential landscape

In Dubai’s dynamic residential landscape, demand continues to spike with few signs of slowing down. As competition accelerates, housing providers are evolving offerings to capture the widespread opportunities – particularly as the emirate’s population proliferates. In Q1 of 2024 alone, the city welcomed more than 25,700 newcomers pursuing new economic and investment opportunities.

Among the significant announcements impacting the leasing segment, earlier this week, Dubai Holding Asset Management (DHAM) announced the renaming and rebranding of its residential leasing portfolio, formerly known as Dubai Asset Management, as Dubai Residential. This rebrand follows on the heels of the integration of Nakheel and Meydan into Dubai Holding, which resulted in the significant expansion of its leasing portfolio with 40,000 homes serving over 150,000 residents.

The new identity marks a key milestone in the company’s over two-decade journey of shaping the city’s residential landscape, underpinned by its commitment to enhancing the quality of life for its residents in line with Dubai’s continued urban development. Established in the early 2000s, the group has consistently evolved through strategic expansions, transitioning into Dubai Asset Management. A major milestone occurred in 2020 with the integration of Meraas under Dubai Holding, significantly broadening the residential vertical’s influence and market presence.

The portfolio expansion further accelerated in 2024 with the inclusion of Nakheel and Meydan, solidifying the newly branded Dubai Residential as one of the largest residential leasing portfolios in Dubai. Its extensive geographic footprint represents a diverse range of communities spread from Dubailand and Jebel Ali all the way to Mirdif.

Dubai Residential’s complete portfolio now includes City Walk Residences, Bluewaters Residences, Remraam, Shorooq, Ghoroob, Badrah, Manazel Al Khor, Ghoroob Square, Meydan Residence 1, Layan, Bayti Villas, Nad Al Sheba Villas, Dubai Wharf, Meydan Heights, The Gardens, Garden View Villas, Garden View Apartments, Al Khail Gate and International City.

This milestone chapter in Dubai Residential’s journey aligns with Dubai’s strong residential real estate performance, which continues to see high demand heading into 2025. Industry reports underscore the emirate’s strong residential market performance, with Savills reporting that Dubai remains a global leader in prime rental market growth, driven by pro-business policies, accessible visa programmes, and geopolitical stability, which contribute to strengthening investor and talent confidence.

This demand presents valuable growth opportunities for the leasing organisation across its diverse leasing portfolio, catering to premium home-seekers, families, professionals, and corporates. In contrast to Dubai’s headline-making luxury residential sector, Dubai Residential’s rebrand draws attention to the emirate’s leasing landscape, which affords the emirate’s rapidly expanding population diverse and tailored housing solutions.

Residents of established leasing organisations like Dubai Residential enjoy unique benefits, such as state-of-the-art digital services, including contract renewals, maintenance, and payments via a dedicated resident app. Community-based retail centres, sporting amenities, and events

enrich the living experiences, as do value-added benefits such as exclusive discounts and offers from leading streaming brands, service providers, retail hubs and relevant partners.

Navigating a complex residential landscape with leasing organisations

Dubai’s housing market offers a diverse range of options, providing exciting opportunities for residents to find their ideal home. Thanks to enhanced regulatory frameworks, transparency and security for both landlords and residents have been significantly strengthened, making the process smoother and more reassuring—especially for those new to the city.

Large-scale residential leasing organisations like Dubai Residential can be reliable rental options for those unfamiliar with Dubai’s housing ecosystem. Due to their size and reputations, such organisations closely adhere to high global and regulatory standards with stable leasing and renewal agreements that preserve tenants' rights and obligations.

With resident retention a critical priority in its growth plans, Dubai Residential is leveraging its rebrand to ensure consistent communications and services across its expanded portfolio. The whole portfolio of residential communities will be integrated within its digital platform—also reintroduced with the rebranded name—to streamline resident rental payments, contract renewals, maintenance requests and communications.

Sustainability remains a key focus for the group, which has launched and implemented several initiatives this past year, including improved waste management and recycling services and community awareness events to promote sustainable living. It adds to Dubai Residential’s overall agenda to drive resident happiness and belonging, complemented by fully integrated infrastructure that includes 24-hour security, gyms, pools, sports courts, children and dog parks, landscaped areas and events to promote safe and active living.

The rebranding to Dubai Residential also involves a refresh of the brand’s visual identity, ensuring all assets unite under a distinctive brand umbrella. Representing the group’s commitment to innovation, the exercise aims to emphasise its market dominance and shore up its legacy as one of the key players in Dubai’s competitive residential leasing sector.