PropDirect Opens Hala, Its UAE-Built AI Property Assistant, To Brokerages And Agents, Starting In Dubai

PropDirect today opened Hala, an AI assistant built in the UAE for property agents, to brokerages in Dubai. Deal workflows for all seven emirates are already built and will open as Hala completes testing in each one. Hala takes on the work that sits between an enquiry and the keys: replying to buyers and tenants, following up, booking viewings, moving each deal through its steps, preparing the documents and handling tenant requests after the move.

The UAE’s agents face a squeeze. Dubai alone has 33,873 licensed agents across 10,050 brokerage firms, and 90% of those firms have five agents or fewer, according to DXBinteract. Between 2022 and 2025, engagement per listing fell 36% while the number of active agents grew 30% a year, according to Property Finder. Most agents still run their deals by hand, across WhatsApp, spreadsheets and paper.

What Hala does

• Answers every lead: replies and follows up over WhatsApp, email and chat, day and night, and hands the conversation to the agent when it matters.
• Runs the deal journey: step-by-step journeys for ready sales, off-plan, rentals, holiday homes and hotels, each adapted to the emirate.
•  Prepares the paperwork: Form A, B, F and I, the Trakheesi advertising permit, NOC, SPA and Ejari are prepared in the platform, and signatures are collected there. The agent files them under their own licence.
• Looks after tenants: handles maintenance, renewals, rent increases, move-outs and cheques.
• Keeps people in charge: every step involving money, a signature or a legal commitment waits for a person to confirm it

Hala runs on seven AI models that PropDirect trained itself, served from its own GPUs in Dubai. No third-party AI service is used, so client conversations and data stay in the UAE. “The portals bring an agent the lead. What happens after that is still done by hand, and that is where deals are lost,” said Deepak Chandra, Founder and CEO of PropDirect. “Hala does that work for them, from the first reply to the keys. The agent keeps the parts their licence covers: advice, negotiation and the signature.” Hala, the CRM and the full deal flow cost AED 599 per agent per month, billed monthly, with unlimited listings within fair use. Property owners list free. Brokerages and agents can start a 100 day free trial at propdirect.ae.