EOI explained - What is an expression of interest in Dubai real estate, and how does it work?

Property advice | 13.02.2026 | Leanne Ruscoe

Dubai's off-plan real estate market moves quickly, especially for prime developments where demand often exceeds supply before a project even officially launches. This is where an Expression of Interest (EOI) comes into the picture.

If you have questions about EOI in Dubai, such as how it works or if it's refundable, you are probably preparing for a new launch and want to know the process before investing money. This guide explains the EOI, its cost, safety standards, and how it differs from a Sales & Purchase Agreement (SPA), with real insights from Dubai's developers.​

What is an EOI (Expression of interest) in the Dubai property market?

An EOI is an initial, refundable amount that is paid by a buyer to show serious interest in buying an off-plan property in Dubai, usually before or during a project's official launch phase. It allows buyers to enter the allocation process early, especially for developments where demand is expected to outgrow the supply segment.

Also, unlike a booking amount or down payment, an EOI:

• Is not a legally binding contract
• Is usually collected before the last and final prices, unit numbers & layouts are released
• Does not guarantee unit allocation, but significantly improves priority during the launch phase

​So, from a developer's perspective, EOIs help to regulate genuine market demand, shortlist serious buyers, and manage allocations more efficiently, in particular to high-demand, oversubscribed launches.​

Why do developers ask for EOI?

In Dubai, EOIs are very commonly requested in the following cases:

• Developments with limited inventory, where demand is expected to exceed supply
• Upcoming or pre-launch projects that have not yet been officially opened for sale
• High-demand locations, such as waterfront properties, branded residences and major communities

When a project receives a number of EOIs, developers can:

• Prioritise serious buyers for unit allocation
• Refine pricing strategies based on genuine buyer interest
• Streamline the allocation process to ensure a smoother, more precise launch​

How does the EOI process work in Dubai?

The EOI process in Dubai is quite clear but requires careful attention to detail. Here's a typical step-by-step process:​

1. Project announcement/Pre-launch

Developers usually open EOIs quietly through selected, authorised brokers before the official project launch. This helps to generate a genuine buyer interest.​

​2. EOI Submission

Interested buyers can submit the required documents and payment, usually including:

• Completed EOI form
• Passport copy
• Refundable EOI cheque or bank transfer​

3. Launch and allocation

• On the project's launch day, developers typically:
• Release unit layouts, pricing and available options
• Allocate units based on EOI queue, buyer intent and availability

​4. Conversion to booking

If a buyer is successfully allocated a unit, the EOI is either:

• Adjusted against the initial payment

or

• Converted into the booking amount

​5. Refund (If unsuccessful)

If no unit is allocated, the EOI is fully refundable within the agreed timeframe, usually 30-60 days.

This process ensures buyers can securely get early access while keeping their commitment flexible and at a low-risk.​ ​

What is the value of EOI in Dubai?

Most EOIs in Dubai usually range across:

• AED 20,000- AED 50,000 for apartments
• Higher amounts for villas or ultra-luxury launches

The amount typically depends on:

• Project demand
• Developer
• Property type​ ​

Note: A higher EOI does not always guarantee allocation, but can showcase stronger intent in competitive launches.​

​Is the EOI refundable in Dubai?

Yes, EOIs in Dubai are generally refundable, but the refund is usually subject to specific terms and timelines that are set out at the time of submission. This is why understanding the conditions beforehand is important before placing an EOI.

In most cases:

• EOIs are refunded within 30 to 60 days if a unit is not allocated
• Refundterms, timelines and conditions are clearly stated in theEOI form issued by the developer

​The refund is usually processed back to the same account or cheque provided, once all the allocations are finalised.​

Situations where refunds might be delayed

• Highly popular launches, leading to potential delays in allocation and reconciliation
• Insufficient or inaccurate documentation was provided during the EOI stage
• Unverified intermediaries can complicate the understanding of EOI terms in a report

This is the reason you need to place an EOI through an authorised agent with direct developer access, ensuring transparency, proper documentation and timely follow-ups if refunds are required.

EOI v/s SPA: What are the major differences

What are some common mistakes to avoid when paying an EOI?

Here are some reasons where buyers can often go wrong, especially in the case of international investors:

• Assuming EOI guarantees a unit
• Allocation is never guaranteed; EOI just improves priority, especially in oversubscribed launches
• Paying an EOI to an unverified agent

EOIs should always be placed through authorised brokers with direct developer access. Paying funds to unverified intermediaries increases the risk of refund status and allocation issues.

Missing launch-day readiness

Even with an EOI, buyers who delay document submission or booking confirmation can lose allocations.

• Not checking the refund clause
• Refund timelines must always be clearly stated in writing; hence, never rely on WhatsApp messages

Advantages of having an agent: Why local developer access matters

In Dubai's off-plan market, EOIs work best when placed strategically and not just vaguely. Oversubscribed launches rarely rely on timing alone; they depend on developer relationships, real-time communications and active allocation management.

A Dubai-based office allows direct coordination with developers, making sure:

• EOIs are submitted with proper information and on time
• Quicker allocation confirmations in competitive launches
• Live updates during fast-moving launch days
• Clear escalation if refunds or clarifications are delayed

For buyers, especially in the case of overseas investors, local developer access reduces risk and ensures the EOI process stays transparent, efficient and well-managed.

Should you place an EOI?

An EOI can make sense if:

• You want early access before public pricing
• The project is expected to be oversubscribed
• You understand the refund terms clearly
• You're working with a verified, developer-approved agent

Explore active off-plan opportunities in Dubai

In a market where the best units often sell out even before the official launch, understanding how EOIs work and choosing the right set of team can make a real difference. With local expertise and direct developer access, the EOI process becomes even clearer, safer and far more effective.

If you're looking to submit an EOI for an upcoming off-plan launch, our Benham and Reeves UAE office can help. We work directly with top-most leaders to help buyers secure priority access in highly competitive projects.

Also, our on-ground team ensures a transparent and well-coordinated process, especially for oversubscribed launches, by correctly placing EOIs and managing allocations and timelines.