There’s a universal truth about Dubai: the best things are always spoken for before you even know they exist.

Picture this: you’ve been craving dinner at the hottest new restaurant in town. You didn’t think you needed a reservation, until you arrive and see the dreaded fully booked sign. You stand there, helpless, watching as a woman effortlessly walks past the line, name already on the list, straight to the best table with a view. She knew the secret, you don’t wait for a seat, you claim it before everyone else even realizes it’s available.

And that, my friends, is exactly how Dubai’s real estate market works.

By the time the public launch of a new development is announced, the best apartments? Gone. The penthouse with the Burj Khalifa view? Spoken for. The corner unit with the biggest balcony? Long taken.

The secret to getting ahead? An Expression of Interest (EOI).

If you’ve ever missed out on a dream home because you waited too long, this is the strategy that could change everything.

What is an EOI, and Why Should You Care?

An Expression of Interest (EOI) is the real estate equivalent of putting your name down before the list even goes public. It’s a small deposit you place before a project officially launches, signaling to the developer that you’re interested.

It’s not a final commitment to buy, but it does give you priority access to the best units before the general market rush.

Here’s how it works:

1. You submit a deposit (usually 5-10% of the property price).
2. You get early access before the project is released to the public.
3. You have time to review the final prices and options before deciding.

Now, before you think “Great, I’ll just put down an EOI and get my money back later if I change my mind,” let’s talk about the terms and conditions. Because just like in life, not all exits are free.

The Fine Print: Terms & Conditions of an EOI

EOIs in Dubai are fairly straightforward, but developers set their own refund rules. This is where doing your due diligence matters.

What You Need to Submit an EOI

1. A refundable (or partially refundable) deposit – Typically 5-10% of the property price.
2. Copy of your passport – Developers need to verify your identity.
3. Your contact details – So you don’t miss your selection window.
4. Unit preferences – If you have a specific layout, view, or floor in mind, this is the time to mention it.

Once your EOI is in, you’re first in line for unit selection. But what if you decide to back out?

Backing Out of an EOI: Can You Get Your Money Back?

Things change. Maybe the price is higher than you expected. Maybe another project steals your heart. Maybe you just get cold feet.

Can you get your EOI deposit back? The answer: it depends.

Cases Where You Get a Full Refund:

1. Project details changed – If the developer alters key aspects like the unit sizes or price structure, they typically allow refunds.
2. The final price isn’t what you expected – Some developers let you withdraw if the final pricing doesn’t align with what was initially communicated.
3. Your preferred unit is unavailable – If the unit type or location you wanted isn’t available, some developers refund your deposit.

Cases Where You May Not Get a Full Refund:

1. Administrative or cancellation fees – Some developers deduct a small fee for processing your EOI withdrawal.
2. Backing out after unit selection begins – Once the official launch happens and units start selling, some developers make the deposit non-refundable.
3. High-demand projects – If a project is selling out rapidly, developers may enforce a strict no-refund policy to discourage people from backing out last minute.

Bottom line: Always read the refund policy before submitting an EOI. If you’re unsure, ask your real estate advisor to explain the details.

Why an EOI is Still the Smartest Move in Dubai Real Estate

Even with the fine print, submitting an EOI is still one of the most effective ways to secure prime real estate in Dubai.

Here’s why:

1. It gets you ahead of the crowd – The best units always go first. An EOI ensures you have the first pick.
2. Pre-launch pricing is almost always lower – Public sales often come with price increases.
3. It gives you more flexibility– You get time to evaluate the project without the pressure of immediate commitment.

Final Thoughts: The EOI Advantage in a City That Does Not Wait for Anybody

Dubai is a city built for those who seize opportunities. Whether it’s getting a table at a Michelin-starred restaurant, securing VIP seats to an exclusive event, paying a premium price for a coveted number plate, or landing a dream property before the rest of the market even sees it, the winners are always the ones who act first.

And let’s be honest, who wants to be standing outside that restaurant, watching someone else get the seat you had your heart set on and who wants to see others lock in the property you had envisioned yourself living in, while you’re still googling "if it's good to invest right now?".

In a market where timing is everything, an EOI isn’t just a smart move, it’s your only move.