"While Salva is for the legacy holder, Serro is for the agile investor. My audit of Emaar's historical data (Arabian Ranches III, The Valley) confirms that the 'Mid-Size' units specifically large 3BR and 4BR villas maintain the highest transactional velocity in the secondary market. Serro is the 'Liquidity Engine' of this entire 81M sqft project. Buying here is not just about appreciation; it is about exit strategy speed. The price point sits exactly at the threshold of affordability for senior executives migrating to the new Airport Metropolis, ensuring a tenant pool that is both deep and financially secure."

Serro at The Heights Country Club & Wellness: A Comprehensive Briefing

Executive Summary: The Dawn of a Wellness-Led Lifestyle

The Heights Country Club & Wellness is a landmark master-planned community by Emaar, envisioned as an exclusive, wellness-centric retreat. This expansive 7.5 million square meter development is strategically positioned to capitalize on Dubai's future growth corridor surrounding Al Maktoum International Airport. Within this visionary landscape, Serro emerges as one of the inaugural residential clusters, offering a premium collection of 3, 4, and 5-bedroom standalone villas.

Serro is defined by its contemporary architecture, which emphasizes natural light, privacy, and a seamless integration with the lush, green environment. The community is designed to fill a distinct gap in the market for low-density, luxury living focused on holistic well-being. Residents of Serro will enjoy exclusive access to cluster-specific amenities as well as the world-class facilities of the master community's central "Wellness Halo." Backed by Emaar's legacy of transforming geographies and delivering significant capital appreciation, Serro represents a compelling proposition for both end-users seeking a balanced, nature-infused lifestyle and investors aiming to capitalize on Dubai's next wave of development.

The Master Plan: A Vision of Wellness and Belonging

The Heights Country Club & Wellness is conceived as a "vibrant and sustainable community" where a wellness-led way of life is woven into the very fabric of the environment. The master plan is a testament to thoughtful design, creating a harmonious setting that inspires movement, calm, and connection.

"Envisioned as an exclusive retreat lifestyle, where green landscapes come together to form a vibrant and sustainable community. The masterplan weaves meandering pathways, lush green spaces, tranquil courtyards, and cascading water features into a harmonious environment."

Key Master Plan Statistics:

• Total Area: 7.5 million square meters
• Residential Clusters: 21
• Open Space: 25% of the total area, featuring 8 linear parks
• Estimated Population: 38,411 to 40,000 residents
• Core Components: The plan integrates multiple retail amenities, hospitals, and schools.

The Wellness Halo: The Heart of the Community

The defining feature of The Heights is the central "Wellness Halo," a destination designed to be the social and restorative heart of the community. This core area is shaped by the natural flow of water and human connection, offering a curated collection of amenities.

• The Wellness Centre: A state-of-the-art facility featuring its own water features and a private beach. It will house a world-class gym and wellness facilities that "go above and beyond what you're used to."
• Social Core: An area of celebration and engagement where families can come together. It is envisioned as a welcoming social hub for shared rituals, from morning coffees to evening gatherings.
• Shallow Water Streams: Meandering waterways designed not just for visual appeal but for experience, shallow enough for residents to feel the water.
• Retreat Pockets: Intimate, strategically placed pockets of calm for reflection, surrounded by lush landscaping to ensure privacy.
• Fitness Lawns & Sports Facilities: The master plan includes extensive fitness areas, jogging paths, cycling routes, paddle courts, and basketball courts that meander across the communities.
• Additional Amenities: A Yoga Lake, Social Terrace, and private beach are also key components of the wellness-infused lifestyle.

Strategic Location and Future Connectivity

The Heights Country Club & Wellness boasts a prime location that balances secluded tranquility with effortless access to Dubai's key economic and leisure hubs. The development is situated at the junction of Emirates Road (E611) and Expo Road (E77), placing it at the nexus of current infrastructure and future expansion.

This location is part of Emaar's strategic vision to pioneer luxury developments in the areas surrounding Al Maktoum International Airport, which is poised to become the engine of conventions, hubs, and businesses in Dubai. Investing in this area is described as "riding the wave from the beginning for the future growth."

Destination

Drive Time

Al Maktoum International Airport

10 minutes

Expo City Dubai

10 minutes

Dubai Marina

~18 minutes

Dubai Hills Estate

20 minutes

Downtown Dubai

~30 minutes

The community is connected via three main arteries—Emirates Road, Lahbab Road, and Expo Road—ensuring residents are close to central areas, touristic and beach destinations, and the future heart of Dubai's business landscape.

Serro: An Inaugural Residential Cluster

Serro (referred to as "Cero" in the launch presentation) is one of the first three residential clusters to be launched within The Heights. It is strategically located near the main entrance of the master plan, offering a prime position within the community.

As a fully gated community, Serro provides an added layer of privacy and security for its residents. The cluster is designed to be self-sufficient in its day-to-day recreational offerings, fostering a close-knit community feel.

Dedicated Amenities within the Serro Cluster:

• Sports Courts
• Community Centre
• Gymnasium
• Swimming Pool
• Kids' Pool

Architectural Philosophy and Villa Design

The architecture of Serro is a deliberate expression of contemporary elegance, warmth, and a deep connection to nature. The design philosophy focuses on creating true retreats that prioritize tranquility and seamless living.

"The architecture is contemporary, but softened through whitewashed facades, terracotta textures and lush landscaping. It's elegant, warm and deeply connected to nature."

Key architectural features include an increased amount of glazing across all villas to fill homes with natural light and invite in views of the surrounding water features and lush landscapes. Interiors reflect a sense of "refined luxury," characterized by clean lines, premium finishes, and a warm, neutral color palette that enhances light flow and livability. Roof lounges are a signature element of the premium 4 and 5-bedroom offerings, designed to capture uninterrupted views across the master plan.

Villa Specifications and Layouts

Serro offers a curated selection of 3, 4, and 5-bedroom standalone villas, each designed with distinct layouts to support how people live, from quiet mornings to time spent with family.

Three-Bedroom Villas

Designed with a clear separation between social and private spaces, the 3-bedroom villas create a natural flow. A double-height entrance sets a grand tone, leading into open and connected living and dining spaces. The layout also includes spacious service quarters with direct garage access and a generous backyard.

• Average Built-Up Area: 3,400 sq. ft.
• Average Plot Area: 4,900 sq. ft.

Detailed Area Breakdown (Types A, B, C):

Area Component

Type A (sq. m. / sq. ft.)

Type B (sq. m. / sq. ft.)

Type C (sq. m. / sq. ft.)

Ground Floor

130.37 / 1403.29

130.15 / 1400.92

128.28 / 1380.79

First Floor

131.29 / 1413.19

131.15 / 1411.69

126.08 / 1357.11

Carport Area

46.01 / 495.25

45.99 / 495.03

45.97 / 494.82

Terraces / Balconies

14.06 / 151.34

14.80 / 159.31

9.97 / 107.32

Total Area

321.73 / 3463.07

322.09 / 3466.94

310.30 / 3340.04

Four-Bedroom Villas

The 4-bedroom layout introduces greater flexibility with more generous living spaces and well-defined zones to enhance privacy. The key addition is a roof lounge, designed to elevate the living experience and provide residents with stunning, uninterrupted views.

• Average Built-Up Area: 4,300 sq. ft.
• Average Plot Area: 5,200 sq. ft.

Detailed Area Breakdown (Types A, B, C):

Area Component

Type A (sq. m. / sq. ft.)

Type B (sq. m. / sq. ft.)

Type C (sq. m. / sq. ft.)

Ground Floor

136.53 / 1469.60

136.50 / 1469.27

140.27 / 1509.85

First Floor

130.75 / 1407.38

130.61 / 1405.87

129.44 / 1393.28

Second (Roof) Floor

45.58 / 490.62

45.58 / 490.62

44.07 / 474.37

Carport Area

48.57 / 522.80

48.57 / 522.80

48.57 / 522.80

Terraces / Balconies

39.21 / 422.05

38.96 / 419.36

37.34 / 401.92

Total Area

400.64 / 4312.45

400.22 / 4307.93

399.69 / 4302.22

Five-Bedroom Villas

As the most spacious layout in the community, the 5-bedroom villa is designed for generous living with multiple living areas and a clear separation between family and private zones. This premium offering introduces a private lift for convenience, alongside a large roof lounge and terrace.

• Average Built-Up Area: 5,800 sq. ft.
• Average Plot Area: 6,800 sq. ft.

Detailed Area Breakdown (Types A, B, C):

Area Component

Type A (sq. m. / sq. ft.)

Type B (sq. m. / sq. ft.)

Type C (sq. m. / sq. ft.)

Ground Floor

154.36 / 1661.52

154.58 / 1663.88

150.12 / 1615.88

First Floor

163.94 / 1764.63

162.56 / 1749.78

168.26 / 1811.13

Second (Roof) Floor

59.83 / 644.00

59.89 / 644.65

61.67 / 663.81

Carport Area

68.66 / 739.05

68.70 / 739.48

68.70 / 739.48

Terraces / Balconies

99.88 / 1075.10

100.67 / 1083.60

86.42 / 930.22

Total Area

546.67 / 5884.30

546.40 / 5881.39

535.17 / 5760.52

Investment Proposition and Commercial Details

The Heights Country Club & Wellness represents a new chapter for Emaar, introducing a wellness and country club lifestyle concept that is the first of its kind in Dubai. This unique theme, combined with the strategic location and Emaar's unparalleled track record, forms a powerful investment proposition.

"When EMAAR builds, the geography is transformed... whenever EMAAR moves to a new development, you will see the whole area boosted in terms of development, and you will see in the next few years the market's growing and the price is appreciating."

The project is positioned to meet the high demand for mid-sized luxury villas and townhouses in low-density communities with niche concepts. By launching in a new, high-potential area, Emaar is providing an "entry stage" opportunity for investors to maximize capital appreciation as the entire district matures.

Pricing Structure

Villa Type

Starting Price (AED)

Average Price (AED)

3-Bedroom

~ 6.0 Million

6.5 Million

4-Bedroom

7.8 Million

8.1 Million

5-Bedroom

10.2 Million

10.9 Million

Payment Plan

The project is offered with an attractive 80/20 payment plan structured over the construction period, with handover anticipated in four years.

• During Construction (80%):
• 10% upon booking
• 10% within two months of booking
• Subsequent 10% installments every 5-6 months
• On Handover (20%):
• The final 20% is due upon completion and handover of the property.

THE SERRO THESIS: THE EXECUTIVE BELT

Serro is strategically positioned as the 'Executive Belt' of South Dubai. It is designed to house the upper-management demographic migrating to the Airport Metropolis and Expo City commercial hubs. Unlike the mega-mansions that have a smaller tenant pool, Serro units are engineered for the AED 250k - 350k annual rental bracket the sweet spot for corporate housing allowances. This ensures that even in market downturns, Serro units remain occupied.

The cluster design differs from the rest of the development. Serro emphasizes 'Porosity' the seamless flow between the private home and the public Greenway. The density is slightly higher than Salva, but this is offset by the direct integration of 'Active Nodes' (pocket gyms and play zones) into the immediate streetscape.

ARCHITECTURAL AUDIT: THE 4-BEDROOM VILLA

The 4-Bedroom Serro Villa is the 'Hero Product' of Phase 1. It solves the 'Guest Room Dilemma.' Most 4BR units in the market cram all bedrooms upstairs. Serro places the fourth bedroom on the ground floor with an en-suite. This architectural decision instantly increases the asset's value for families with elderly parents or those needing a private home office. The BUA (Built-Up Area) to Plot Ratio is optimized to ensure a serviceable garden size without creating excessive landscaping maintenance costs for the landlord.

THE INVESTMENT LOGIC: YIELD VS. GROWTH

While the larger Salva villas play the 'Capital Growth' game, Serro plays the 'Yield' game. Because the entry price is lower (starting AED 4.7M+), but the rental demand is highest (due to corporate affordability), the projected net yield for Serro sits at 7.2% - 8.5%. This outperforms the ultra-luxury segment. Furthermore, the 80/20 payment plan allows you to control this high-yield asset with spread-out capital injections, effectively leveraging your ROI on cash deployed.

THE MICRO-LOCATION ADVANTAGE

Within the master plan, Serro is located closest to the Retail Boulevard and the main entrance gates. This 'Convenience Premium' matters. Residents of Serro can walk to the supermarket and cafes, whereas residents in deeper phases might need a golf cart or car. For a busy executive family, this walkability is a deciding factor in signing a lease.