From EOI to keys: how new launches are allocated in Dubai

For the most popular Dubai launches, there’s no longer a simple “first come, first served” sales day. Developers increasingly open an Expression of Interest (EOI) period first. If you want a good unit in a sought-after project, it helps to understand how this works.

What is an EOI?

An EOI is a deposit you place with the developer to register your interest in a project before units are formally released. It isn’t a purchase. It secures your place in the queue for when unit selection opens.

How it usually works

1. EOI opens. You pay a set deposit through an authorised agent. Priority is often based on the date and time your EOI is submitted.
2. Launch and unit selection. When the project launches, buyers choose units in priority order, subject to availability.
3. Booking. Once you’ve chosen a unit, the EOI amount is usually put towards your booking deposit, and you sign the sales agreement.
4. Registration. The sale is registered with the Dubai Land Department, and your payment plan begins.

If you don’t secure a unit, EOI deposits are generally refundable, but always confirm the developer’s terms in writing before you pay.

A real example: Bay Estate, Dubai Islands

When Nakheel opened the EOI for Bay Estate on Dubai Islands in September 2026, the minimum deposit was AED 100,000, with priority given by submission time. Bay Estate has since officially launched, offering townhouses, villas and beachfront plots, on a 20/40/40 payment plan: 20% on booking, 40% during construction and 40% on handover.

Tips if you’re considering an EOI

• Decide your criteria early: budget, unit type, view and floor or plot size. Selection day moves quickly.
• Have a first, second and third choice in case your preferred unit goes before your turn.
• Check the payment plan against your cash flow, not just the price.
• Use an agent with direct developer access, so your EOI is submitted promptly and your choices are communicated clearly.

This article is general information, correct at the time of writing. Developer terms vary by project.