Marketing a property in Dubai starts with one thing not the creative, not the media plan, and not the launch date. It starts with a Trakheesi permit. Without it, even the most polished campaign cannot legally go live. Every property advertisement, whether it is on Property Finder, Instagram, Google Ads, WhatsApp or a printed brochure, must carry a valid permit number issued through Dubai’s regulatory system. Failing to do so can result in campaigns being pulled down and fines that can start from around AED 50,000 per violation.
For developers, brokerages, campaign managers, and real estate marketing agencies, this changes how campaigns are planned. Creative excellence alone isn’t enough. A launch can be visually outstanding and still fail the compliance check before buyers ever see it.
The smartest marketing teams build compliance into the campaign from day one. They secure approvals before production begins, ensure every asset carries the correct permit details and create workflows that prevent costly mistakes. When compliance becomes part of the process instead of an afterthought, campaigns move faster, stay live longer, and protect both the brokerage’s reputation and the client’s investment.
What Is Trakheesi?
Simply put, what is Trakheesi? It is the Dubai Land Department’s electronic permit system for regulating real estate advertising. Every approved property advertisement receives a unique permit number that must appear on the marketing material before it is published. The system operates under RERA and helps ensure property advertising remains accurate, transparent, and legally compliant.
You will often hear marketers mention both Trakhees Dubai and the Trakheesi system. While the names are sometimes used interchangeably, Trakheesi refers specifically to the advertising permit platform that sits within the wider Dubai Land Department ecosystem.
In practice, it governs:
- Which Dubai properties can legally be advertised.
- Which marketing channels those adverts can appear on.
- What mandatory disclosures must be included.
- How every advert is linked back to a verified property.
That unique permit number creates accountability. Buyers can trust that the property being promoted has gone through the required verification process rather than being advertised without authorisation.
Who Needs a Trakheesi Permit — and for Which Ads?
If you’re advertising a specific Dubai property, you almost certainly need a Trakheesi permit before publishing anything.
The rule applies across virtually every marketing channel, including:
- Property Finder and Bayut listings
- Instagram and TikTok posts
- Facebook advertisements
- Google Ads
- WhatsApp marketing broadcasts
- Email campaigns featuring individual properties
- Printed brochures and flyers
- Hoardings and outdoor advertising
The main exception is general brand-building content. If you are posting about market trends, neighbourhood insights, company culture or educational content without promoting a specific property, a permit isn’t normally required.
That’s why experienced teams always start real estate ad campaigns with compliance—not design. If the listing cannot be legally advertised, there is little point creating the campaign first.
The Three Trakheesi Permit Types
| Permit Type | Covers | Who Applies |
|---|---|---|
| Primary Project | Marketing an entire off-plan development | Developer |
| Primary Unit | Individual units within an off-plan project | Developer or authorised sales partner |
| Secondary | Ready or resale properties | Brokerage with signed Form A |
A few supporting documents are equally important.
For resale properties, brokers need a signed Form A marketing agreement from the owner before applying for the permit.
For off-plan developments, developers or authorised brokers generally require the appropriate developer approval or NOC before advertising individual units.
Choosing the right permit from the start saves a lot of back-and-forth later and helps your campaign get approved faster.
What Marketers Must Clear Before a Campaign Goes Live
Step 1 — Confirm the Listing Is Permit-Eligible
Before anyone starts designing ads or planning media, make sure the property can actually be advertised.
For resale listings, check that a valid Form A is in place. For off-plan projects, confirm the developer has issued the required approval or NOC. It is also a good idea to make sure your brokerage’s DLD account is ready to apply for the permit.
Do:
- Check Form A or developer approval first.
- Make sure the brokerage can issue the permit.
- Don’t start creative until everything is approved.
Step 2 — Obtain the Permit Number & Madmoun QR
Once everything's approved, apply for the permit through the Trakheesi system.
You will receive a permit number and, where required, a Madmoun QR code that buyers can scan to verify the listing. Also keep an eye on the permit’s expiry date, especially if the campaign will run for a while .
Permit fees vary depending on the ad type and permit category, so always check the latest DLD fee schedule before you launch.
Do:
- Secure the Trakheesi permit number.
- Generate the Madmoun QR code where required.
- Record validity and expiry dates.
- Verify current DLD fees before budgeting.
Step 3 — Display the Permit Number on Every Asset
Receiving the permit is not the finish line. The permit details must actually appear everywhere the property is advertised.
That includes portal listings, social-media creatives, paid ads, brochures, flyers, WhatsApp creatives, outdoor billboards, and every other campaign asset. Rather than relying on individual designers to remember, the smartest marketing teams simply make the permit field mandatory inside every creative template.
Do:
- Add the permit number to every design template.
- Include the QR code wherever regulations require it.
- Make permit verification part of the internal approval workflow.
Step 4 — Match the Ad to Approved Details
Getting the permit is only half the job. Every advert must accurately reflect the information approved under that permit . Even small inconsistencies can lead to rejections, ad removals or compliance issues.
Do:
- Match the price, location, unit size and property details exactly to the approved permit.
- Use only approved images and avoid misleading visuals or exaggerated claims.
- Ensure every piece of copy follows RERA advertising guidelines.
- Give portal listings one final check before they go live—most platforms review them for compliance.
Step 5 — Track Expiry & Keep Records
A Trakheesi permit is not valid forever. Once it expires, any live campaign linked to it becomes non-compliant. That is why permit tracking should be part of every marketing workflow, not something you remember at the last minute
Do:
- Record permit validity dates in a shared campaign tracker or calendar .
- Keep a central log of permit numbers, QR codes and campaign assets for future audits.
- Renew or apply for a fresh permit before extending or relaunching a campaign .
- Archive expired permits so your team always knows which campaigns are safe to run.
Pre-Launch Compliance Checklist
| Marketing Asset / Channel | Permit Required? | What Must Appear |
|---|---|---|
| Portal Listing | Yes | Trakheesi permit number and approved property details |
| Instagram / TikTok Post | Yes | Trakheesi permit number (and Madmoun QR where required) |
| Paid Social / Google Ad | Yes | Valid permit number linked to the advertised property |
| WhatsApp Broadcast | Yes | Trakheesi permit number for every advertised listing |
| Brochure / PDF | Yes | Permit number and approved property information |
| Hoarding / OOH | Yes | Trakheesi permit number and required regulatory disclosures |
| Personal Brand Content (no property promotion) | No | No permit required unless a specific property is advertised |
Penalties for Getting It Wrong
Ignoring the rules does not just delay a campaign; it can become an expensive compliance issue. A missing or invalid Trakheesi permit can result in fines, ad removals and damage to your brokerage’s credibility.
- Fines can start from around AED 50,000 per violation, with repeat offences attracting stricter penalties.
- Property portals may remove non-compliant listings without notice .
- Serious or repeated breaches can lead to disciplinary action against the broker or brokerage.
- Buyers are far less likely to trust ads that disappear or contain inaccurate information.
- The easiest way to avoid all of this? Make permit approval the first step of every campaign not the last.
How Mint & Co. Keeps Dubai Campaigns Compliant
Launching a successful property campaign in Dubai isn’t just about great creative. Launching a great campaign isn’t just about eye-catching creative—it also needs to tick every compliance box before it goes live.
At Mint & Co., compliance is part of the process from the very beginning. Whether it is real estate performance marketing, real estate social media marketing, PR, paid campaigns or OOH advertising for real estate, every campaign is planned around the latest DLD and RERA requirements.
The result? Real estate advertising campaigns that launch faster, stay compliant and let your team focus on what really matters, bringing in quality enquiries.
On a summarising note
A brilliant campaign still needs permission to go live. In Dubai, that permission comes in the form of a valid Trakheesi permit.
Build compliance into the process from the beginning, display the permit correctly across every channel, and your campaigns can launch with confidence—without unnecessary delays or costly penalties. That’s exactly how Mint & Co. approaches every Dubai property campaign: creative work backed by a process that’s built to stay compliant.
Got Questions? We've Got You.
What is a Trakheesi permit?
A Trakheesi permit is an advertising approval issued through Dubai Land Department’s Trakheesi system. It authorises a property advertisement and provides a permit number that must appear on the ad before it can be published.
What is Trakheesi in Dubai real estate?
If you have ever wondered what is Trakheesi, it is essentially the DLD’s online advertising approval platform, managed under RERA. The Trakheesi system verifies that a property is authorised to be marketed before it appears on portals, social media, print or any other advertising channel.
Do social media and WhatsApp property ads need a Trakheesi permit?
Yes. If the post or message promotes a specific Dubai property, it needs a valid Trakheesi permit. That applies to Instagram, Facebook, TikTok, WhatsApp broadcasts, Google Ads and other promotional channels.
How much does a Trakheesi permit cost?
The fee actually depends on the permit category, advertisement format, and property type. Since DLD periodically updates pricing, one must check the latest fee schedule through the official Dubai Land Department or Trakhees Dubai portal before applying.
What happens if you advertise a Dubai property without a Trakheesi permit?
Advertising without a valid Trakheesi permit can lead to substantial fines, removal of listings and disciplinary action by the Dubai Land Department or RERA . It can also affect buyer confidence and delay your real estate ad campaigns .
What is the difference between Primary and Secondary Trakheesi permits?
A Primary Project permit covers marketing for an entire off-plan development by the developer.
A Primary Unit permit is used for advertising individual units within that primary project.
A Secondary permit applies to resale or ready properties marketed by brokers and typically requires a signed Form A before approval.
