Work
EngagementReal estate, UAE

RHK Properties

The platform behind RHK Properties, a RERA-licensed Dubai real estate brokerage: a CRM that runs the sales cycle from the first lead to the commission, a public investor website and a mobile app.

WebsiteGoogle PlayApp Store
RHK Properties product mockup
RoleProduct Owner and Business Analyst
TimelineSept 2025 to present
PlatformCRM, website and mobile app
StatusIn production

At a glance

100+new leads every day, all handled in the CRM
Instantcall and text to the lead, and a call to the agent, the moment a lead lands
Instantlistings pushed from the CRM to Property Finder, Dubizzle and other portals

What I owned

  • The roadmap and prioritised backlog for the CRM, website and mobile app
  • Requirements, user stories and acceptance criteria that engineering built from
  • Integration requirements: UAE Pass, Entrust, Dubai Land Department, WhatsApp Business
  • UAT scope and sign-off, plus demos and training for teams in Dubai and the Philippines

Three decisions that shaped it

  1. The deal is a controlled workflow, not a status fieldEach stage shows the next required action and counts missing documents, so no deal skips a compliance step.
  2. Verify the buyer before the seller sees an offerThe agent checks identity and endorses first. Sellers only receive verified offers, and the check is auditable.
  3. A human stays accountable for AIThe assistant qualifies and routes. Every qualified lead goes through a handoff queue where a manager decides.

What the platform now does

  • Every lead is routed by rules or the AI assistant, and the assigned agent is called the moment it lands.
  • No offer reaches a seller without an identity check, and deposits and receipts are tracked inside the deal.
  • Operations change approvers, routing and permissions without waiting for a release.
  • Every channel, agent and listing can be measured, against Land Department market data.

Why it mattered

A brokerage that sells on data needs the same discipline inside. The platform had to solve four problems at once: capture demand from more than ten sources and reach every lead within minutes; place each lead with the right specialist; control the money, identity checks and signed documents of every offer and deal; and leave an auditable record of who did what. It also had to do this for internal teams, owners and investors on the web, in the client portal and in a mobile app.

Tech stack

The technologies and services behind the platform.

Frontend

  • Next.jsApp Router
  • React
  • Tailwind CSS
  • Swiper
  • Lucide
  • Zod
  • RobotoTypeface

Backend

  • Node.js
  • ExpressREST API
  • Socket.IOReal-time

Infrastructure

  • CloudflareCDN, analytics, media

Analytics and marketing

  • Google Tag Manager
  • Meta Pixel
  • Mixpanel
  • Cloudflare Web Analytics

Calling and messaging

  • FreeSWITCHSoftswitch
  • TelnyxSIP trunk
  • WhatsApp Business API
  • Meta lead forms

Integrations

  • UAE PassIdentity
  • EntrustSigning
  • Dubai Land DepartmentMarket data
  • Property FinderPortal
  • BayutPortal
  • DubizzlePortal
  • Google Maps

Product documentation

Representative documentation for the platform: how I specify requirements, decisions, use cases, stories, edge cases, tests and technical designs. Written from the product's observed behaviour.

The platform at a glance

RHK Properties is a RERA-licensed Dubai brokerage that sells on data rather than on pitch. The platform behind it unifies a public investor marketplace, client and owner portals with a mobile app, and an internal CRM that runs the full commercial cycle: lead capture, routing, calling, listings, offers, deals, commission and approvals.

I own the product as Product Owner and Business Analyst: roadmap and backlog, PRDs, user stories with acceptance criteria, integration requirements, UAT scope and sign-off, and stakeholder alignment.

23CRM workspaces
27Roles with scoped permissions
11Lead pipeline stages
7Configurable approval chains
7Deal stages with compliance gates
3Data access levels: own, team and all

Counts taken from the QA environment.

From enquiry to commission

Capture1
Ten or more sourcesDuplicate detection
Route2
Rules and AI assistantSpeciality, area, language
Reach3
Auto-callback, WhatsAppCall window, retries
Qualify4
Telesales, handoff queueManager accepts
Offer5
Identity check, endorseKYC before seller
Deal6
Deposit, MOU, NOC, transferCompliance gates
Transaction7
Commission and ledgerApproval chains
Insights, comparison reports and the immutable audit log across every stage

Swipe sideways to see the whole diagram.

From first enquiry to commission: each stage has a control that cannot be skipped, and Insights and the audit log run underneath all of it.

Inside the product

InsightsFunnel and lead flow
Market dataLand Department sales
RoutingCapacity-aware assignment

Workspace map

Twenty-three workspaces grouped by the job they do.

Capture and growth

  • Public website and investor tools
  • Landing pages (Go Pages)
  • Meta lead forms and conversions
  • Prospecting enrichment
  • Insights and channel comparison

Lead handling

  • Lead pipeline (list, card, board)
  • Duplicate detection and scoring
  • AI assistant qualification
  • Rules-based routing
  • Unified inbox: WhatsApp and Messenger

Calling

  • Softswitch telephony console
  • Click-to-dial and recordings
  • Speed-to-lead auto-callback
  • Outreach campaigns and contact lists
  • Handoff queue with call playback

Inventory

  • Developers and projects
  • Secondary and project listings
  • Listing stages and quality score
  • Permit numbers and portal publishing
  • Owners and properties

Transactions

  • Offers with identity checks
  • Controlled deal workflow
  • Cheque custody and receipts
  • Commission and ledger
  • Approval workflows

Control

  • Roles and permission scopes
  • Teams and bulk transfer
  • Platform reference data
  • Immutable activity logs
  • Weekly team summaries

CRM

Internal and client side

Internal side

  • Role-scoped workspaces for agents, telesales, managers and admins
  • Offer endorsement, deal custody, commission ledger and approvals
  • Telephony, WhatsApp and AI-assisted routing in one inbox
  • Audit trail on every configuration and call-centre action

Client side

  • Client and owner portal on the same platform: enquiries, offers with identity documents, list-a-property
  • A customer role with portal-only access and no back-office permissions

Website

Client side

Client side

  • New projects and listings with payment plans and handover dates
  • Dubai Land Department transaction history by area
  • Valuation, RHK Estimate, mortgage, ROI, service charge and Golden Visa calculators
  • Call, email and WhatsApp on every project card

Mobile app

Internal and client side

Internal side

  • The same CRM in the app: agents and managers work leads and follow-ups from a phone
  • Role-scoped access: the app respects the same roles and data scopes as the web CRM

Client side

  • Track and lock in listings from a phone
  • Enquiries arrive in the CRM tagged Mobile App
  • Live on Google Play and the App Store

List With Us

The trademark feature. An owner lists a property in under three minutes, then watches it sell or let, stage by stage, from their phone. The film below is one I made myself with Remotion.

Made by me with Remotion, which builds video from code.

The owner journey

  1. Two fields to startThe owner picks a building and a unit number. The unit is identified from Land Department records, and the title deed and Emirates ID are uploaded once.
  2. Verified and permittedRHK checks the documents and applies for the Trakheesi advertising permit on the owner's behalf, since no lawful Dubai listing can run without it.
  3. Priced with evidenceThe valuation comes from sold transactions in the building and community. The owner chooses fast sale, market price or above-market, each with an estimated time to sell.
  4. A dedicated agent takes overPhotography is booked, the listing is prepared and portals are queued, with one accountable person.
  5. Live everywhereThe listing publishes on rhkproperties.com and syndicates to Property Finder and Bayut. A price or photo change syncs to all three.
  6. Performance in viewThe owner sees views, clicks, viewings and offers as they happen, plus how fast the agent responds.
  7. Viewings and offers on the owner's termsViewing requests arrive in the app for the owner to accept or counter. Offers reach the owner with the buyer already verified.
  8. Tracked to closingListing submitted, agent assigned, photography done, live on portals, offer endorsed, deal closed: every stage visible.

What sits behind it

  • Every submission lands in the CRM as a lead tagged with its source, then moves through the listing stages: Sourced, Photoshoot, Contract A pending, Contract A signed, Editing, Complete, Live.
  • Stage changes pass through an approval chain, so what the owner sees reflects verified status.
  • Offers use the same identity-gated flow as the rest of the platform: verify the buyer, endorse to the owner, then deposit and receipt.
  • The permit number is stored on the listing and checked before anything is published or filmed.

Notice

RHK Properties, its name, logo, product designs, screens and content are the property of RHK Properties. This case study describes my work as Product Owner and Business Analyst on the platform. It is published with the permission of RHK Properties, for portfolio purposes only. It is not an official RHK Properties publication.

Screens are from a QA environment and contain test data. Names and logos of third-party services and technologies, including UAE Pass, Entrust, Dubai Land Department, Property Finder, Bayut, Dubizzle, Telnyx, Cloudflare, Meta, Google and others, are trademarks of their respective owners. They appear only to identify the technologies and integrations used.

Nina

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