Forget the standard AED 50k booking tokens. For the highly anticipated Phase 1 of The Heights (featuring the Serro & Salva clusters), Emaar is demanding serious commitment.
We have received the internal salesroom directive confirming the Minimum EOI (Expression of Interest) Amounts required to even enter the allocation pool.
Official EOI Requirements by Villa Type
Villa TypeMinimum EOI Amount (AED)Ali's Assessment3 Bedroom VillaAED 600,000Represents ~10% of value. High volume entry point.4 Bedroom VillaAED 750,000Filters out speculative flippers. Serious end-users only.5 Bedroom VillaAED 1,000,000The "Golden Ticket." Highest priority in the salesroom.
1. Why Are the Amounts So High?
Typically, Emaar asks for AED 100k-200k. Asking for AED 1 Million for a 5-bed is a deliberate move to purify the order book.
Emaar wants to avoid "Ghost Bookings"buyers who reserve units but drop out when the actual 10% down payment is due. By asking for ~10% upfront as the EOI, they ensure that every registrant has the liquidity to close the deal immediately.
Insight: This indicates Emaar expects *massive* over-subscription. They are using the high entry bar to reduce the queue to manageable numbers.
2. The "Manager's Cheque" Advantage
Here is the secret sauce. Do not submit a personal cheque.
In a chaotic salesroom, a Manager's Cheque (Cashier's Order) is treated as "Cleared Funds." A personal cheque takes 3 days to clear. When two buyers are fighting for the same prime corner unit, the sales director will *always* allocate to the Manager's Cheque because the money is guaranteed instantly.
My Advice: Go to your bank today. Issue a Manager's Cheque for the minimum amount (e.g., AED 750k for a 4-bed). Send me a photo of it. That photo is my ammunition to fight for your unit in the back office.
3. Timing the Submission (The 24-Hour Rule)
Allocations are often done on a "First-Cleared, First-Served" basis.
The EOI portal usually opens 24-48 hours before the public launch event. By the time the public event starts, the system is often locked.
The Protocol: We need your EOI in the system *before* the official email blast goes out to the general database. Once the EOI amounts are public knowledge (like in this blog), the window is closing.
4. The Exit Strategy: Is it Refundable?
Yes. This is critical to understand.
Submitting an EOI cheque does NOT legally bind you to buy. It simply buys you a "Seat at the Table."
If you are offered a unit you don't like (e.g., bad view, wrong floor), you can reject it.
If you don't get an allocation at all, Emaar returns the cheque physically without cashing it.
Zero Risk, High Reward.
Prepare Your Cheque Now
I am collecting the priority batch of EOIs today. If you are serious about a 4 or 5-bed in Serro/Salva, I need the AED 750k/1M cheque scan by close of business. WhatsApp me to secure your slot.
