Real Estate Leadership in Dubai: Marcela Guarin Toro on Building an Off-Plan Team That Thinks

What does real estate leadership in Dubai actually look like from the inside? We sat down with Marcela Guarin Toro, who leads one of our off-plan teams at Elite Merit, to talk about how she grew into the role, how she develops the agents around her, and what she believes sets the best professionals apart in one of the world's most competitive property markets.

Her answer kept coming back to one idea: understanding comes before selling.

Never Settling for "Good at Selling"

For Marcela, leadership was not the goal. It grew out of how she chose to work from the start.

"I think one of the reasons I grew into a leadership position was that I never wanted to be just good at selling properties. I wanted to understand the market, the numbers behind every investment, why certain projects perform better than others, and what actually makes an opportunity worth recommending.

Over time, that approach became a big part of how I worked with clients, but also how I started guiding other agents."

For an investor, that difference matters. An agent who knows why one project outperforms another can tell you not just what is available, but whether it deserves your money.

Developing Professionals Who Think Beyond the Pitch

Today, Marcela's focus is on the people around her. Rather than building a team that follows a script, she is building one that can form its own view.

"Today, leading an off-plan team, my focus is on developing professionals who can think beyond a sales pitch. I want my team to understand the market, question opportunities, negotiate confidently, and build their own judgment rather than just follow instructions."

What Separates Good From Great in Off-Plan

Off-plan is a market built on projects that do not exist yet. Buyers are committing to a developer, a location, a payment plan and a handover date, often from overseas. In that environment, Marcela is clear about where the real edge lies.

"Dubai is an extremely competitive market, and I believe that what makes the difference isn't how many projects you can sell, but how well you understand what you're selling."

What Real Estate Leadership in Dubai Means to Her

Asked how leading a team has changed her approach, Marcela describes it as a continuation rather than a change of direction.

"For me, leadership has been a natural extension of that mindset. It's no longer just about my own performance, but about helping an entire team perform at a higher level."

It is a useful lens for anyone choosing who to work with. Strong real estate leadership in Dubai is not measured by one person's sales figures, but by whether every agent on the team can give you an informed, honest view of an opportunity.

Considering an off-plan investment in Dubai? Speak with Marcela and our off-plan team for a clear view of the market and the projects worth your attention.