Masterkey Blog

Cityscape Global 2015 Recap: The region’s first Multi-listing System now fully integrated with Masterkey


Watch: Daniel Hart, CEO, Masterkey Cityscape Global Conference, Dubai. September 5, 2015.


Speaking at the recent Real Estate Brokers programme at Dubai's annual Cityscape Global conference, CEO of Masterkey, the leading UAE real estate management software, discussed the huge amount of time, money and resources wasted from duplicate listings.

Let's start with a quick definition. Listings are considered to be duplicates when a single property is listed more than once by multiple brokers or agencies. These and other online listings whose physical locations match but the agent details vary, are considered duplicates. Every year, at least US $272 million (AED 1 billion) is lost within the UAE’s online real estate market due to duplicate listings.

Daniel and our team at Masterkey calculated this figure using data from the Land Department and guesstimates from several brokers and agencies. Keep in mind that the number also takes into consideration the amount of time, office overheads, and extra marketing expenses that firms waste as a result of duplicate listings.

 “It is a major headache in our industry, and evidence suggests that the AED 1 billion our team has calculated is likely a conservative figure,” he said.

To combat these issues, we've created a centralized location within Masterkey where agents have access to the MLS and to over 75 different property portals, both within the UAE and internationally. This portal zone is a place where users can create one listing, publish it to multiple portals (both free and paid) as well as manage their individual accounts with each respective portal. Masterkey users can also monitor and maintain theirs and their colleague's listings as well as search the entire public database (owners details are kept private).

We've recently made this dream a reality when we launched the region's first Multi Listing System (MLS) in 2014 and it is now fully integrated for Masterkey users to use to full advantage. The platform allows agents and admins to easily distribute and share listings, increase visibility of advertisements and helps manage agents’ expansive portfolio of properties and contacts.

To inquire more about Masterkey, our services or products, please email:

Masterkey to sponsor Real Estate Brokers Conference at Cityscape Dubai 2015






Masterkey, Dubai’s leading real estate CRM software and solutions provider, has signed on to sponsor the Real Estate Broker’s Summit (REBS), taking place at the Conrad Hotel in Dubai on Monday September 7th, in conjunction with the city’s annual and highly anticipated Cityscape Global exhibition.

This year’s REBS will focus on critical topics of discussion, including the growth and development of the real estate brokerage industry in 2015 and a comprehensive overview of the market looking towards 2016. The keynote speaker, Eng. Marwan bin Ghulaita, head of RERA, Dubai’s Real Estate Regulatory Agency will discuss new regulations to the market, their impact on brokers, and the progress of already established legislation.

Masterkey’s CEO, Daniel Hart, will join the summit’s featured panel discussion with Mr. Sultan Al Akraf, Senior Manager of Registration Services at the Dubai Land Department and other key industry leaders. Mr. Hart said of the conference;

“This year, I’m looking forward to help facilitate communication and debate between real estate professionals. This platform will give the industry the opportunity to discuss with peers as well as government authorities”  He pointed out, “the programme is well designed to address the challenges and changes in the industry as well as to put in place the groundwork for the future collaboration.

With over 11 years experience in Dubai’s real estate market, Masterkey has established itself as the region’s leading Software as a Service (SaaS) provider, encompassing all sectors of the industry; from agents and brokers to property managers and developers. In addition to CRM software solutions, Masterkey also provides customised integrations and consultancy services to aid in advancement of their clients’ businesses.

For more information on the Real Estate Broker’s Summit, please visit the Cityscape website and RSVP to secure your space at the conference.






Contact Information

For any PR related inquiries for Masterkey please contact:

Kayla Couture

Marketing & Communications Manager

Masterkey Systems

PO Box 333415

Dubai UAE

tel: +971 4 425 7733

Renowned Managing Director of Emirates Homes Real Estate Brokers, dies tragically in hotel dispute.

We at Masterkey were extremely shocked and saddened to hear of the untimely passing of Mr. Mahendran Yadav, the owner of Emirates Homes Real Estate Brokers, who has served his company as Managing Director for over the last 13 years and became a prominent figure within the real estate community in the UAE. 

Mr. Yadav's death came to a shock to many,  as news was released on Tuesday August 11th that the prominent businessman of Indian descent was involved in a dispute with another Arab national guest while both were attending a shisha lounge at The One and Only Royal Mirage on Sunday August 9th. Allegedly, the two were involved in a row over group pictures Mr. Yadav's group had been taking. Apparently the battle became embroiled and an attack took place where Mr. Yadav was struck over the head with a mobile device. 

An ambulance was called and Mr. Yadav was placed on life support at Rashid Hospital on Sunday night. His wife and family arrived on Monday and he was shortly after pronounced dead at 7:30 pm. It was noted in the press that a large group of people were gathered outside Rashid Hospital once the announcement of his death took place. 

Mr. Yadav earned a business degree from India’s Maduri Kamarj University, arrived in Dubai and was employed as a driver before we worked his way up the ladder and made his fortune as a real estate broker, heading up the Emirates Homes Real Estate Brokers firm since 2003.

Many of his colleagues, friends and industry acquaintances have commented on various news outlets and publications to show their respect for the outstanding nature of this unique man:

"Mahendran you were a star in the real estate industry of Dubai, you will be a star in heaven. I pray for you and I am so sorry i didnt get to see you before you passed away. Bless your sweet honest soul. Keep smiling my lovely and dearest friend. You will be missed greatly, justice needs to be done for this terrible crime. You're in my heart and my memories. Rest in peace."

- Nicole via Arabian Business 

"have known Mahendren since 1998. He has been to my home in the USA several times. I have never met anyone who was more happy and unlikely to be involved in this kind of incident. I hope that justice is served. Mahendren, may you rest in peace. You, your wife, and children are in our prayers."

- J.E. French via Arabian Business

"I have dealt with Mahendran in 2002 and he came with me to each and every unit in the greens till we made the choice, later on he made me rent the same , sell the same and move on ahead . He was always helpful , genuine and never lied about the pros and cons. He was highly respected and will always be respected by one and all."

- Masooma via Arabian Business 

"A great person and he will be missed by us all. Mahendran brought the highest level of etiquette to our business and was a support and friend."

- Lucy Bush, Cluttons LLP via Arabian Business


We would like to offer our condolences to Mr. Yadav's family, colleagues and industry acquaintances for this tragic loss and wish peace and healing during this difficult time. 

Source: Arabian Business


Rank higher! What you need to know about dubizzle’s new content scoring system has introduced a new content scoring system which assigns a quality score to each of your listings based on the quality of the content you input into your advertisements.

This new quality scoring system was put into place in order to maintain relevant listings and to give dubizzle users a quality experience.

The higher the score you achieve, the higher ranking your ads will receive and thus, the more your ads will be seen by your potential clients.

We’ve broken down the top five factors that contribute to your dubizzle ranking and the requirements for each below:

  1. Ad Title - Keep your titles between 20 & 50 characters. Using ALL CAPS in your title will negatively impact your score.  

  1. Price - Property prices such as 1000 AED and 1,111,111,111 are obviously fake and will hurt your score, as well. Be honest and upfront with your buyers by stating the real listing price.

  1. Photo Count - An ad with no photos gets a score of 0%. A big no-no. You must upload a minimum of five photos to score well.

  1. Description - Your description should have at least 750 characters or about 150 words. You can use ALL CAPS but do so sparingly.

  1. Overall Score - Your overall score is a combination of the above factors; however, keep in mind that factors such as the photo count are more influential than others, according to dubizzle.

Bottom Line: The more effort you put into creating quality content for your listings, the more you’ll get out of your ads.

Dubizzle is actually not the only site to implement a ranking system for their advertisements. has also enforced similiar measures. In case you missed it, check out our last blog post: Top 10 Ways to Get the Best Quality Score on Property Finder.

**PRO TIP: Keep in mind that different portals have varying requirements to post your listings while achieving a decent quality content score. For example, propertyfinder requires a maximum of 1000 characters for description length while dubizzle sets theirs at a minimum of 750 characters. You can drastically reduce time and be super efficient by using in addition to your current CRM or listing service.

What is Airlist? is the first and only free listing tool that allows real estate agents to upload their property listings across all property portals. provides all agents the ability to manage their properties in one space, drastically reducing the time it takes to post listings across dozens of property portals.

10 ways to get the highest ranking on


Propertyfinder has announced the implementation of a new ranking algorithm which assigns a quality score to each of your listings based on the content you input into your advertisements. Propertyfinder describes their quality score ranking system as a "...dynamic, real-time calculation that defines the position in which your properties are displayed in propertyfinder’s search results page.”

Why the change?

Well, quality scoring systems aren’t new. These types of algorithms are common among pay-per-click advertising portals such as Google and Bing and are enacted in order to maintain relevant listings in an effort to give clients a quality user experience.


So, how can you get the best quality score and ensure your real estate listings are consistently ranking in the top slots?

Let’s take a look at some of the factors that will contribute to higher quality scores:

  1. Post multiple images that are of good quality. Adding a minimum of five images is required; however, listings with more images perform better. Ensure all images are of a high resolution.

  1. Don’t stretch your watermark over the entire image. Pick a small, obscure area of the image and let your watermark live there. Wide scaled, gaping watermarks distract the user from seeing the actual image of the property.

  1. Avoid using ALL CAPS. Using only capital letters is considering yelling and is not professional. Even if you think it will make your listing stand out, it’s a big no-no.

  1. Keep your listing title short and accurate. 
Recommended title length is 60 characters maximum. Do not place the contact information inside the title of the listing.

  1. Ensure the description is unique and relevant. Only describe the actual property; do not include other information about your brokerage, the listing agent, or things not directly relevant to the property.  The description should be unique and not copied from other listings or the developer’s homepage.

  1. Provide an accurate location using the location tree. Provide the full location of the property according to propertyfinder’s location tree and make sure the location is accurate.

  1. Use the correct price when listing rentals. Indicate the frequency of a rental property correctly; per week, per month or per year. Refrain from misleading information; such as, breaking the total cost down into installments and publishing it as the actual price.

  1. Provide additional content. Listing the property’s amenities as well as providing a virtual tour will help the ad perform better.

  1. Get a “Verified Agent” account. Listings perform better if the individual agent account has been created within their backend with photo, name, license number.

  1. Enlist your colleagues to do the same. Propertyfinder also considers an “Agency score” which will reflect your overall level of service as a company and thus impact all your listings equally.

In addition, it is important to note that propertyfinder also looks at how users interact with your real estate listings when determining your overall quality score.

Bottom line: the better the content of your listing, the better it will rank.

Happy listing!

Maximize Your Reach with the New Portal Zone

At Masterkey, we understand that your time is valuable and every second in the real estate industry counts.  That’s why we developed an in-depth control panel designed to give you a complete overview when it comes to where and how you list your properties online.

In the new Portal Zone, we’ve centralised access to over 50 web portals, all in one convenient location within Masterkey, allowing you to manage, monitor and market your properties, easily and efficiently.

Simply login to Masterkey, click on the “Marketing” module  and select “Portals”.


With the simplified Portal Zone, you can:

  • View and manage all of your listings, as well as your company’s totals


  • See the status of your listings and when the portal was last updated


  • Contact the portal directly through the Masterkey application



Ready to get listing?

Log in to Masterkey now.



Check out the new and improved dashboard

We’ve revamped the look and feel of the dashboard, and it is looking great so far!


The dashboard is the first thing you see when you log in, so the idea is to make it clean and simple, while giving you quick access to the important information you need most.


Go ahead and click the ‘switch to new dashboard’ link at the top of your dashboard to check it out


We’re adding new widgets with every release, but for now, you can start using these great features right away:



Search (Contacts and Units)


You can easily search for a Contact or a Unit through the ‘Quick Search’ widget, saving you the time (and clicks) it takes to navigate through different zones. See a unit summary or find a contact’s email or phone number in a matter of seconds.



Send SMS




Need to send an SMS to one of your clients or prospects? Try the new Send SMS widget, and quickly send a text message to any mobile number right from the dashboard. Better yet, we’ve given each customer 10 FREE SMS credits, so fire away!



Listings per Portal





The Listings per Portal does exactly what it says on the tin. It shows you the number of units published to your top four web portals as well as your company website.   



Customizing the Dashboard


To customize your dashboard, just click the edit button at the top right to add or remove widgets. You can also drag and drop your widgets to organize them any way you like.  


The dashboard is also designed to suit any platform you work on, whether you’re using a desktop, iPad, or even your mobile phone.


Don’t love the new dashboard yet? Don’t worry. You can still switch back to the old dashboard while we continue perfecting the new one. We’re adding more widgets based on user feedback, so we’re pretty sure that once it’s all said and done, you won’t want to switch.  If you have a particular widget in mind that you’d like us to work on, feel free to drop us a line


For more updates on the Dashboard, stay connected via our blog or social media.   You may also ask your questions during one of our regularly scheduled webinars or Open Houses.  

Deal Alert: EZHeights offers an exclusive deal for Masterkey clients

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Is your competition killing your online listings by posting multiple listings a day for the same property? Sick of seeing four-bedroom villas being listed on Palm Jumeirah for AED 1? With EZHeights, UAE’s most reliable property listing portal, listings are manually approved so you’re guaranteed of quality listings.

Take advantage of the two-month free trial with EZHeights and enjoy the following benefits:

  • Posting of unlimited property listings

  • Properties highlighted on the Recommended Property section

  • 1 impact banner on the detail page

  • 100 refreshes a day

This free trial is valid until July 31, 2015.  


For more information about this offer, simply email or contact +971 50 911 8728.


Company Profile

EZHeights is an innovative, one-stop online portal for buying and selling. It’s a dynamic destination for hundreds of new listings and thousands of red-hot buyers.    


With an advanced, built-in technology and user-friendly design, EZHeights makes it simple for sellers and buyers to find exactly what they’re looking for. Ensuring the quality of listings, EZHeights manually approves its property listings making them one of UAE’s most reliable property portals.  

Get notified instantly when someone exports your data

Data security is paramount to any system, CRM or otherwise, especially when multiple parties are involved. At Masterkey, we have a rule: The customer’s data is exclusively that, the customer’s.

In past updates, we’ve shared with you how to restrict access to users from the System Admin Module. With restricted access, your users can have access to data only to the extent that they need for their jobs. This includes the ability to restrict access to the data export feature.

In line with efforts to keep your data secure, we’ve recently released a feature that allows administrators to be notified when someone from within the organization exports data from Masterkey.

For example, when a user exports contact details from the contact zone, the group administrator will instantly receive an email notification containing the details of  this activity. Simultaneously, Masterkey is able to log this activity and identify what data file was  exported, together with the date and the time it was exported.

This is just one of the many measures that Masterkey has implemented to ensure the highest levels of security. All sensitive data is encrypted using above-industry-standard encryption, restricting even staff within Masterkey to access it without you  specifically granting Support access to your system.

More security features are planned in the coming weeks. Stay connected via our blog, or ask your questions during one of our regularly scheduled webinars or Open Houses. Here is some suggested reading in the meantime around defining and managing user access in Masterkey knowledge-based articles.   

Deal Alert: Get started with and sign up for a free trial!



Interested in listing on Sign up now and enjoy the benefits. has just announced an exclusive deal for Masterkey customers.

Discover how easy it is to post and promote your listings using proprietary professional terminal.  No monthly subscription.  No exit clauses to tie you in.

Your free trial will include:

  • Mobile listing display

  • Bilingual listing display

  • Secure login to your Professional Terminal (back end listing management system)

  • Central listings dashboard

  • Centralized leads activities

  • Beta exclusive one additional language to your Professional Terminal  


This free trial is valid for the Beta duration which is a minimum 3 month period from the sign-up date and is subject to terms and condition.  The free trial is only for the first 30 companies so hurry and sign up now.

Please visit to register or send an email to to know more about the promo.  

Company Profile is an Arabic and English property search engine focused on the Residential, Commercial, Industrial and Agricultural sales and rental market in the United Arab Emirates. It is owned and operated by Property Wifi LLC a Limited Liability Company, a member of the Sheikh Khalifa Fund for Enterprise Development and Dubai SME.

Launched in February 2015, the beta was developed by Propertywifi’s in-house talents, dedicated team of design, programming and business specialists, using the latest technology to enable a detailed and visually stunning showcase of property advertising. will be announcing a series of innovative products over the next several months that will expand UAE real estate professionals reach and ability to communicate and sell into new markets.