Jeffrey Asselstine, Real Estate Entrepreneur and Founder & Managing Director of NelsonPark Property LLC, explains that one of the most costly mistakes in the property market is assuming all luxury buildings age in the same way.
He notes that many clients frequently ask whether they are paying for the apartment itself or simply the brand name when considering branded residences. According to him, this is a valid concern, as buyers often pay 30–40% more than for comparable non-branded units, making it important to assess whether the premium is justified.
Based on his analysis of multiple projects in Dubai and Doha, Asselstine found that branded properties tend to hold their value better in volatile markets. He explains that this is not just due to the brand name, but because of the service standards tied to it. Branded residences typically operate under hospitality-level agreements, ensuring consistent maintenance, trained staff, and regularly updated common areas.
He adds that these factors significantly impact property valuation. Even after 10 years, a branded unit that maintains the look and functionality of a newer property can command higher resale prices compared to a non-branded unit showing signs of aging. Data also indicates that branded properties in Dubai depreciate 15–20% more slowly than comparable non-branded units over a 10-year period.
Asselstine highlights that in regions like the Middle East, where maintenance standards can vary widely, guaranteed service levels carry tangible value. With markets continuing to adjust, he says buyers should consider whether they are building a portfolio reliant on timing and quick exits, or one designed to retain value over time.
He concludes that the key question is not whether a brand is worth a 40% premium, but whether guaranteed long-term quality justifies the higher cost. For many buyers, he says, the answer is yes.
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