By Lucy Barnard

Property brokers and investors are bracing themselves for simultaneous sales events in Dubai, Abu Dhabi, London and Jeddah as Emaar’s latest crop of serviced apartments go on sale.

Potential buyers hoping to get their hands on 178 serviced apartments set to be built by the Dubai listed property developer have been told they will have to register online and receive a token before they can turn up at the company’s four sales centres in the UAE, London and Saudi Arabia on Friday.

“One has to imagine that there will be a VIP sales launch first which is likely to mean that only some of those 178 apartments are actually put up for sale,” said Mario Volpi, the managing director of Prestige Real Estate. “So your chance of actually getting sent a token and being able to turn up and buy an apartment here are about as high as getting one of Willy Wonka’s golden tickets.”

Emaar has been rethinking its sales strategy after police were called to control the crush as hundreds of people queued at the company’s sales office in Emaar Square in April to buy off-plan property. More info

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