After crowds queued in 40C summer heat to get their hands on its previous release, Emaar chosen for a slightly more high-tech process for dealing with the anticipated spike in need associated with its newest buy dubai properties launching.
The designer behind the world's tallest structure is selling 253 villas at an extension of its Arabian Ranches scheme off the Emirates Road. But purchasers can sign-up to buy only online.
Audience interested in Emaar's 3,100 to 3,750 square feet villas may register online via the firm's web site from today to attend a sales launch on Saturday.
The development of Moroccan-style three and four-bedroom villas dubbed Casa - inspired by the Moroccan town of Casablanca - is likely to be located next to Emaar's existing Arabian Ranches scheme but diagonally opposite the polo club.
The new plan is understood to be located on the block of land bought from rival property developer Dubai Properties Group (DPG) in July. It's found in what was earmarked to be part of DPG's stalled Dubailand development.
This week, Dubai's largest contractor Arabtec announced it was hired by Emaar to develop 33 villas and 62 townhouses at Arabian Ranches.
The new Casa community that nearby agents state is established to be finished by the end of 2014 is also set to also include schools, a fitness center, and restaurants and cafes. Homes will not have their own swimming pools but with plot dimensions of about 5,000 square ft, agents say they will be large enough for inhabitants to install them.
"The additional improvement of Arabian Ranches reflects our growth strategy to develop residential projects that include value to the stakeholders. It will lend further push to Dubai's real estate market," said Ahmad Al Matrooshi, the Emaar managing director.
"This is a huge historic year for Emaar, as we state our credentials in developing world-class real property assets in Dubai, our home-market." The fresh sales launch follows that of The Address The Blvd, a plan of 542 serviced apartments in Downtown that sold out within days, prompting scenes of long lines outside the company's sales building.
"We anticipate that you will have lots of fascination with this scheme," said Mario Volpi, the head of revenue and renting at Cluttons Dubai. "Now we'll only need to see whether the website crashes with all this desire."
On Monday, Emaar announced in its comprehensive accounts to the Dubai bourse that revenue from apartment revenue more than tripled in the third quarter of the year, to Dh567 million (US$154.4m) from Dh183m last yr. But, revenue from commercial properties plummeted at once from Dh798.4m to simply Dh109m leading the business to announce a 37 per cent profits dip compared with all the preceding quarter plus a 5 per cent fall year on year.