Real estate is the busiest field we track in Dubai. Brokerages post often, because every new listing is a reason to post. That makes standing out a matter of what you post rather than how much.
What the count shows
Across 13 Dubai real estate brokerage accounts in the 90 days to 13 October 2026, the median account posted 2.33 times a week. 69% posted twice a week or more. Single photos drew a median of 0.2 likes and comments per 100 followers, Reels 0.1.
A brokerage posting three times a week is normal here. One posting three times a week with something besides listings is not.
A weekly mix
- Two listings, each with its permit and QR code, chosen because they are worth featuring.
- One area guide or explainer. No unit, no price, real information with its source.
- Stories from viewings and the street. Quick and unpolished, with the permit details on any unit shown.
- One team post or Story set. An agent’s area, a handover with consent, a day at the office.
The listings sell this month’s stock. The other posts make people remember the brokerage when they are ready to buy or rent.
Too much?
Instagram does not punish posting often. It does show fewer people posts that nobody stops on. Ten near identical listing photos a week teach Instagram that your followers scroll past. Fewer, better posts often reach more people.
Time zones
Many Dubai buyers live elsewhere. Check your audience locations and active hours in Insights. A brokerage selling to Europe may do better posting in the European morning.
Ramadan and summer
Activity shifts in Ramadan, with peaks later in the evening. Many residents travel in summer. Plan explainers and area guides for those months, when listing traffic is lighter and buyers are researching.
Keeping quality up
Volume is easy in real estate. Quality takes time: checking every permit, writing explainers with sources, filming areas. That is the work brokerages most often hand to someone else, while agents keep the viewings and the clients.