At a glance
- Industry
- Real estate brokerage
- Based in
- Dubai, UAE
- AI employees
- 3, all outbound voice
- Markets called
- UK, US and UAE
- Calls
- 10,000+
- Use case
- Outbound voice AI
AX Premium Properties, the Dubai brokerage ranked first by Reportage two years running, deployed three xAIa AI employees to work its outbound calling. One qualifies campaign leads and registers the serious ones for an advisor. One promotes AX's property events to investors across the UK, the US and the UAE. One calls clients after they have dealt with AX and records what they thought. Together they have handled more than 10,000 calls, so AX's advisors spend their day with buyers who are ready to talk.
At a glance: from cold lists to warm conversations
| Stage | Before | With xAIa's AI employees |
|---|---|---|
| Lead qualification | Advisors dialled every campaign lead themselves, most of whom were not ready to buy | Every lead is called and qualified by AI, and only the serious ones reach an advisor |
| Events and launches | Invitations to international investors depended on how many calls the team could fit around viewings | Investors in the UK, US and UAE are called at scale, with interest and attendance confirmed on the call |
| Client feedback | Asked for occasionally, rarely recorded | Called after every interaction, captured and logged as structured data |
| Visibility | Outcomes lived in advisors' heads and phones | Every call recorded, summarised and reported on one platform |
What did it change for AX?
The work that fills the top of a brokerage's funnel is high volume and repetitive. Moving it to AI employees gave AX's advisors their hours back and made every campaign measurable.
- Advisors only speak to live buyers. The qualifier filters out the no-answers, the not-nows and the wrong numbers, so an advisor's first call is with someone who has already said they are in the market.
- Speed on every campaign. A new campaign list is worked in days rather than weeks, while the lead still remembers why they responded.
- One team, three markets. Event invitations reach investors in London, New York and Dubai without AX adding headcount in any of them.
- A record of every conversation. Each call leaves a recording, a summary and an outcome, so AX knows which campaigns and events produce real buyers.
About AX Premium Properties
AX Premium Properties is a Dubai real estate brokerage, led by CEO Nadeem Sufy, advising buyers and investors on off-plan, resale and investment property across the city. It is an authorised sales partner for leading developers including Emaar, DAMAC, Nakheel, Sobha, Select Group and Reportage, and its advisors work in fourteen languages for clients buying from the UAE and abroad.
AX has been named Reportage's number one agency for two consecutive years and placed second for top sales at the DAMAC Annual Awards 2025, alongside more than 25 honours from master developers.
Why did AX move its outbound calls to AI?
A brokerage at AX's pace runs constant campaigns, and every campaign produces a list that someone has to call. Three problems made that hard to do with people alone.
- Most leads are not ready, but all of them need a call. Advisors were spending a large share of their day reaching people who were browsing, busy or unreachable, before getting to the buyers who were ready.
- Leads cool by the hour. Someone who responded to a campaign this morning has forgotten it by next week. The list needs working while it is warm, which is hard when advisors are out on viewings.
- The investors are international. Many of AX's buyers live in the UK and the US. Inviting them to events and launches means calling across time zones, at volume, on a deadline.
- Feedback was nobody's job. After a viewing or a deal, asking the client how it went mattered, but it always lost out to the next sale.
What did xAIa build for AX?
xAIa designed and deployed three outbound AI employees, each built for one job, sharing one platform where AX's team can launch campaigns, listen to calls and see the outcomes.
AI employee 1
Alyssa, the lead qualifier
Alyssa calls everyone who has responded to an AX marketing campaign. Her job is one thing: find out whether this person is in the market to invest now, and if they are, register their interest so an advisor can take it forward. She opens by reminding the lead which campaign they answered, learns what they are looking for, why, and on what timeline, and replies in English or Arabic depending on how the lead speaks. A short call that ends with "not interested" is a successful call for her, because it saves an advisor from making it.
AI employee 2
The event promoter
When AX holds a property event or a developer launch, the event promoter calls its investor lists in the UK, the US and the UAE. It introduces the event, answers the questions people ask before they commit their evening, captures who is interested and confirms who is attending, so AX knows its numbers before the doors open and its advisors know who to expect.
AI employee 3
The feedback agent
After a client has dealt with AX, the feedback agent calls to ask how it went: the advisor, the service and anything that could have been better. Responses are captured as structured data and logged, giving AX's management a steady read on client experience, an early warning when something went wrong, and a natural moment to ask a happy client for a referral.
A brokerage like AX lives on how fast it reaches the right person. We built three AI employees that each own one part of the outbound funnel, so every lead is called while it is warm, every investor hears about the event, and every client is asked how it went. The advisors only pick up the phone when there is a buyer on the other end.
How are the calls run?
Outbound calling only works if the person on the other end does not feel ambushed. Every AX agent is built around that.
- Calls with a reason. Every person called has a real prior interaction with AX, a campaign response, an event list or a recent deal, and the agent says so plainly.
- No pressure, ever. The agents never push past a clear no, never negotiate price and never promise returns. A request not to be called again ends the call and is logged.
- Short by design. Each call is built to earn its first thirty seconds and to finish as soon as the outcome is clear.
- Every call reviewed. Calls are recorded, summarised and used to keep tuning each agent, with logs and analytics open to AX throughout.
Why outbound AI fits brokerages and developers
Every real estate business that markets runs into the same wall: campaigns create lists faster than people can call them. The same three roles apply across the sector.
- Lead qualification Every campaign and portal lead called within hours, with the serious buyers passed to sales.
- Launches and events Investor invitations and attendance confirmations at volume, across markets and time zones.
- Client feedback Post-viewing and post-deal calls that turn service quality into data and referrals.
- Re-engagement Old leads and past buyers called back when a new project fits what they asked for.
xAIa deploys AI employees for brokerages, developers and property operators in the UAE, running on one platform with call recordings, campaign reporting and connections to the CRM those teams already use.
Frequently asked questions
What is an outbound AI voice agent for real estate?
An outbound AI voice agent is an AI employee that places calls on a brokerage's behalf, to campaign leads, event invitees or recent clients, holds a natural conversation, and records the outcome for the sales team. At AX Premium Properties, three of them qualify leads, promote events and collect feedback.
Can an AI agent qualify property leads in Arabic and English?
Yes. Alyssa, the qualification agent xAIa built for AX Premium Properties, replies in the language of the lead's last sentence and switches between English and Arabic turn by turn, with no menu.
How does the AI agent decide a lead is qualified?
It establishes whether the person is in the market to invest now, captures what they are looking for, and registers their interest so an AX advisor can take it forward. Leads who are not ready are thanked and logged, so advisors only spend time on live buyers.
Can AI voice agents call investors in the UK and US?
Yes. AX Premium Properties runs its event promotion campaigns to investors in the UK, the US and the UAE from one platform, with every call, response and confirmation logged in one place.
What happens when someone says they do not want to be called?
The agent never pushes past a clear no. A request not to be called again ends the call politely and is logged, so the number is not dialled again.
Which businesses can use the same approach?
Any business that runs campaigns into a large contact list and needs the warm ones found fast: brokerages and developers, wealth and investment firms, education, automotive and event organisers.
