DUBAI // Hundreds braved heat of 40°C to queue 24 hours early outside Emaar's offices for the chance to invest in a new development.
Lines began to form outside Emaar Square 3 about 6am yesterday and grew to about 400 people by early afternoon.
By far most were labourers paid by property agents and brokerages to stand in the heat on behalf of buyers desperate not to miss out on Emaar's new off-plan project, The Address The BLVD, in Downtown Dubai.
"I came here at about 8am and there were already people in lines," said Narayan, 44, an Indian property agent. "The vast majority of these people are labourers drafted in by brokerages so that they have a presence in the line." He also paid a few labourers and was ensuring they had enough food and water for the day.
"I came here on Thursday as well and there were about 400 people outside the offices," Narayan said.
"It turned out to be a waste of time because Emaar said the properties go on sale on Saturday, but people are so desperate to buy that they will do anything to make sure they have the chance."
Investors have been attracted by the location of the apartments and the range of flats available, from studios to three-bedroom.
"Emaar has a good reputation in terms of developments and with this one being Dh2,500 per square foot, that is very tempting," Narayan said.
People were lined up along the wall near the car park area to Emaar Square, but were not allowed to go to the main office until 6pm. After that they will be allowed to wait directly outside until Saturday morning.
"We had about 400 people here on Thursday and we are expecting a lot today as well," said an Emaar worker. "There is huge demand but it won't on sale to the public until Saturday."
Ahmad Alam, who works for a property agency, said: "We had about 30 people in the line today and it will probably be about 25 on Saturday. I've been here to make sure that they are all OK and bring them refreshments.
"It's very hot but the demand for these properties is so great that no one wants to miss out."
Mr Alam said his company had two sets of people that would stand in the queues so no one was there all day.
Akash Kanjwani works for his family's investment company and was in the line to buy up to four two-bed properties for himself and friends from the UK.
"The worry for people is that they don't want to be the 400th person in line and end up not having a chance to buy anything," Mr Kanjwani said.
Emaar's website describes The Address The BLVD as a 63-storey tower that features studio, one, two and three-bedroom apartments, or four-bedroom penthouses.
They are fully serviced with "every extravagance that the annexed five-star hotel facilities afford".