The Truth Behind Fake Listings in Dubai | Noor Nabulsi

From Amman to the Top of UAE PropTech

Noor Nabulsi did not take a straight line to one of the most visible PR roles in the Middle East. She started her career in marketing in Jordan before making the move to the UAE — a transition that, as she tells it, reshaped everything she thought she knew about brand building and stakeholder trust.

Today, as Head of PR & Strategic Partnerships at Bayut & Dubizzle Group, she sits at the communications centre of a platform that millions of UAE residents rely on every time they search for a home to rent or buy.

The Fake Listings Problem Nobody Wants to Talk About

It is one of the most persistent complaints in Dubai real estate: a property listed online that does not actually exist, priced to pull in enquiries that lead nowhere. For a platform like Bayut & Dubizzle, the integrity of listings is not just a product issue — it is a reputation issue.

Noor's role puts her at the intersection of both. Getting ahead of that conversation publicly, rather than waiting for the criticism to arrive, is the kind of strategic communications work that defines her approach. Trust, she argues, is the hardest thing to build in this market and the easiest to lose.

Leading PR in a Market That Never Stands Still

Dubai's property sector moves at a pace that makes most communications playbooks obsolete before they are finished. New developers, new regulations, new buyer demographics arriving from every corner of the world — the messaging has to keep up.

What Noor brings to that challenge is a background that spans both traditional PR disciplines and the partnership-building that modern PropTech demands. At a group that operates two of the UAE's most recognised property portals, her work is as much about relationships — with media, with industry bodies, with the developer community — as it is about press releases.

What It Actually Takes to Lead

Her journey also surfaces something less often discussed: the personal cost of building credibility in a competitive, largely male-dominated industry. The lessons she has drawn from her own career — about when to push, when to listen, and how to anchor a team around a clear sense of purpose — are as relevant to anyone navigating a leadership path as they are to those in PropTech specifically.

Listen to the Full Episode

There is a lot more in this conversation than a summary can hold — including Noor's candid take on what the industry gets wrong about public trust and the career moments that shaped her thinking. Catch the full episode now on Spotify, Apple Podcasts, or wherever you listen.

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