‘Dubai Real Estate Offers Exceptional Value Compared to Top-Tier Cities’

Rohit Bachani, Co-Founder & Director of Merlin Real Estate, speaks to REM TIMES about his journey from the tech industry to Dubai's luxury real estate market

A dynamic entrepreneur who has seamlessly transitioned from technology to real estate, Rohit Bachani is a prominent figure in Dubai’s luxury property market today. With over 25 years of experience, Rohit has co-founded and leads several successful companies, including Soft Magic Systems Computers LLC, Merlin Digital General Trading LLC, SAI Craft Calligraphers LLC, and Merlin Real Estate LLC. 

As the Co-Founder & Director of Merlin Real Estate, Rohit has played a pivotal role in shaping the company’s mission to redefine luxurious living in Dubai, focusing on state-of-the-art infrastructure and stunning residential developments. A recent highlight of his career was facilitating a sale of $53 million for an exclusive penthouse at Nakheel's Como Residences, underscoring his prominence in the luxury real estate sector.

In an interview with REM TIMES, Bachani talks about his journey so far and his constant efforts to drive innovation and growth in Dubai’s real estate industry.

Q. How has your experience with Merlin Digital and Soft Magic Systems shaped your approach to the real estate sector?
It's been an incredible journey. When Soft Magic Systems and Merlin Digital started in 1997 as a small computer shop in Bur Dubai, we were focused on assembling PCs. Looking back, that period really laid the foundation for everything that followed. Customizing computers allowed me to immerse myself in technology in a hands-on way, and it taught me an invaluable lesson about the importance of user experience long before it became a common industry term.

We used to teach people how to surf the internet, manage manufacturing and fix their fax machines. Over the years, technology has evolved drastically, but one thing has remained constant: customer experience is everything. 25 years in, this focus on understanding and meeting customer expectations has shaped everything we've done, from electronics to sustainable greenhouse farming and, of course, real estate.

Real estate, in many ways, feels like a natural extension of this focus on the customer. The fundamental concepts of understanding user needs, designing for experience, and building trust have carried over seamlessly. The technology sector taught me how to adapt quickly to shifts in market demands, and that agility has been key in navigating the real estate market, where timing and customer insight are everything.

Today, I apply these same principles—along with a more sophisticated understanding of consumer behaviour, data, and digital tools—to make smarter decisions in real estate. As technology continues to influence home design, smart cities, and digital platforms in real estate, my background in tech allows me to stay ahead of trends and create innovative solutions for our clients.

Q. What have been some of the key challenges you've faced while transitioning from technology-based businesses to the highly competitive real estate market in Dubai?
I’d actually put it the other way around. Trading consumer electronics is far more cutthroat and challenging, which is why real estate feels somewhat easier to navigate. In the tech sector, price wars, rapid innovation cycles, and the constant pressure to stay ahead of global competition make it an intense space. Real estate, while still competitive, has a more straightforward rhythm, with greater opportunities to build long-term relationships and make more thoughtful, deliberate decisions.

While many view the real estate market as tough, I don’t find it as challenging as brand-building in tech. Real estate, however, is incredibly rewarding. It allows you to forge lasting connections, gain a deeper understanding of consumer preferences, and engage with the nuances of personal space and diversity. Plus, it gives you a unique chance to contribute to the broader vision of a rapidly growing city like Dubai, which has ambitious plans for the future.

Q. How do you see the luxury property market evolving over the next few years?
Dubai's luxury market is evolving at a rapid pace, driven by world-class design, sustainable building practices, and cutting-edge technology. With top architects and developers flocking to the city, homes are becoming more than just places to live - they are experiences. The level of luxury we're seeing today has surpassed even royalty traditions of the past. As Dubai continues to attract the global elite, we expect the luxury market to grow even more sophisticated, offering unparalleled living spaces that blend style, sustainability, and innovation.

Q. What are the top three factors that you believe define a luxurious real estate experience in Dubai, and how does Merlin Real Estate incorporate these into its developments?

The top three factors in luxury all boil down to the age-old adage – location, location, location. Once the location is fixed, it is about understanding the lifestyle of your customer and giving them options that match up. For example, the lovely Palm Jumeirah or Dubai Hills Mansions, overlooking scenic views, international golf courses etc., is a perfect option for those who love greenery. Our jobs become much easier once the clients tell us their location preferences.

Another interesting trend I am seeing is a growing demand for sustainable construction. This is a new change we look forward to honing in, especially given that we have another arm in our business that supports sustainable greenhouse farming.  


Q. From an investor’s perspective, what factors are driving the demand for luxury real estate in Dubai, and how can realtors align their offerings with these demands?  

Dubai offers exceptional value compared to top-tier cities like New York, London, and Hong Kong. For example, a penthouse in Palm Jumeirah with superior finishes and a larger footprint costs a fraction of one in New York's Upper East Side. All that with larger room sizes, better location, facilities and thriving communities. 

The global elite see Dubai’s combination of luxury, value, stability, and security as unbeatable, compared to cities like Hong Kong, Shanghai and Singapore. The stability and lifestyle that Dubai offers is second to none. Thanks to the esteemed leadership of our nation, this place is one of the most secure cities in the world. And there is a growing influx of investors with very little inventory left even. Realtors should embrace Dubai's unique appeal and the demand from international investors by understanding the city's luxury market better and confidently selling high-value properties while educating buyers of the potential long term returns of operating in a dynamic market.

Q. What are the key trends and innovations in real estate development that you believe will shape the industry in 2025, particularly in the luxury sector?
As we move toward 2025, there are quite a few trends to look forward to. We believe smart technologies and data transparency will be central to Dubai’s real estate evolution. The recently launched Smart Rental Index from the Dubai Land Department is a prime example. It brings real-time pricing data, offering more accurate, fairer rent models—especially in mixed-age areas—by reflecting property-specific characteristics rather than broad neighbourhood averages.

For investors and tenants, this means more predictable pricing and protection from arbitrary rent increases, especially in areas like Downtown and Business Bay. Brokers will benefit from clearer, data-backed pricing, leading to greater trust and more informed decisions. This initiative is part of a larger trend toward sustainability, transparency, and innovation in Dubai's luxury real estate market. We are excited to support these advancements, which align with the city’s vision for a more transparent and fair real estate market.

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