In the UAE real estate market, the concepts of “Launch”  ;and “Pre-launch” are of key importance, especially in the context of selling properties at the development stage.
- Launch means the official start of sales. This term is used to refer to the moment when a developer begins to openly sell apartments, villas, and offices to the general public. At this stage, the developer already has all the necessary permits and documents, as well as enough information about the project to offer potential clients. Often at this moment certain stages of construction are already underway or even completed.
- Pre-launch, in turn, is a preliminary stage preceding the official start of sales. At this stage, the owners offer square meters at special prices for early investors or interested investors before the official start of sales. At this time, construction work may not yet begin on the project territory; only 3D visualizations of future apartments are provided. Pre-launch involves the opportunity to book apartments, make a deposit, and draw up an expression of interest agreement (EOI), which allows you to select and reserve the desired object before the official start.
The essence of both concepts is that they represent different stages of a sales marketing strategy. The benefits of pre-launch for investors include lower cost, the ability to select the best properties. However, this comes with higher risks associated with the lack of guarantees that construction will be completed on time or meet expectations. Launch, on the other hand, offers more certainty and protection to buyers since the project is already in a later stage of development.