36-hour wait, camping overnight at Dubai property launches: Are long queues still relevant?
Long queues at property launches have been a longstanding tradition in the UAE real estate market. However, with advancements in technology and changes in consumer behavior, many are questioning the relevance of these queues in today's digital age.
One real estate agent, Jeff Kuruvilla, reminisces about his experience waiting in line for 36 hours during the launch of the Mudon project in 2016. Despite the excitement of securing multiple properties for his clients, the agonizing wait highlighted the drawbacks of traditional launch events.
While some developers continue to rely on long queues to generate hype around their projects, many experts argue that this approach is outdated and inefficient. In the age of social media and digital marketing, there are more effective ways to create buzz and attract buyers.
According to a property agent who preferred to remain anonymous, long queues were once used to showcase Dubai's thriving property market to the world. However, with Dubai's reputation as a desirable real estate destination well-established, there is little need for developers to rely on such tactics.
Long queues at property launches have several negative aspects, as pointed out by Liam Chase, a Senior Developer Property Consultant. Buyers may approach multiple agents to improve their chances of securing a unit, leading to competition and mistrust among agents, buyers, and developers. The rushed nature of the process can also undermine trust and rapport among all parties involved.
Many real estate agents share their experiences of waiting for hours in long queues at property launches, highlighting the frustration and inconvenience caused by this outdated practice. Tina Angelo from A1 Properties describes the experience as "unpleasant" and emphasizes the need for a better approach.
However, there is hope for change as developers adapt to the evolving landscape of the real estate market. Tina cites examples of developers like Emaar and Dubai Properties, who have implemented more sophisticated methods for property launches. Emaar, for instance, prioritizes VVIP repeat customers on the first day and invites top-performing agents on the second day, eliminating the need for long queues.
Similarly, Dubai Properties has introduced a digital token system for property launches, allowing buyers to register online and receive tokens for unit selection. This streamlined approach reduces waiting times and ensures a fair and efficient allocation of units.
Other developers, such as Aldar and Ellington, have also embraced innovative strategies like token systems and expression of interest programs to manage their launches effectively.
In conclusion, long queues at property launches are becoming increasingly obsolete in today's digital age. With technological advancements and changing consumer preferences, developers must adopt more efficient and customer-centric approaches to attract buyers and drive sales in the competitive real estate market.
By: Sahiba Suri
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