Sharjah: 2,000 homes worth Dh5.6 billion sold out within 3 hours of launch

Master developer Arada sold out all four phases of its Masaar 2 project just three hours after the forested master community was launched for sale on Thursday.
Prospective customers began queuing outside Arada's sales centres from 2am onwards and by noon, all 2,000 homes worth Dh5.6 billion had been snapped up, making Masaar 2 by far the fastest-selling off-plan project in Sharjah, and one of the fastest-selling projects in the UAE overall.
Masaar 2 follows in the footsteps of Masaar megaproject in the Suyoh district of Sharjah. Spanning 10.5 million square feet and featuring serene woodlands, nature-inspired architecture and world-class amenities, Masaar 2 contains 2,000 contemporary homes, ranging in size from two-bedroom townhouses to five-bedroom villas.
Residents of Masaar 2 will have a swimmable forest lagoon with a waterfall, sports and fitness facilities, a woodland jogging track, an adventure trail, a community mosque and an outdoor cinema. The project will contain 40,000 trees.
Construction at Masaar 2 will start before the end of the year. The first homes are scheduled for completion by the end of 2027, and the full community with all its amenities will be completed by 2028.
'The original Masaar has been one of the UAE's most transformative communities, seamlessly blending a forested landscape with an urban master plan and it is no surprise to see the exceptional level of interest in Masaar 2, which also reflects the impressive strength of the Sharjah market, and the wider interest in the UAE as an exceptional investment destination overall,' said Prince Khaled bin Alwaleed bin Talal, Executive Vice-Chairman of Arada.
Ahmed Alkhoshaibi, Group CEO of Arada, said: 'The first iteration of Masaar has been one of the UAE's most popular off-plan success stories of recent years, with both homeowners and investors alike praising the high quality of the finished homes, the good capital appreciation and impressive return on investment. We've been receiving daily requests about a second Masaar project since the original version sold out, and the significant pent-up demand in the market has resulted in the record-breaking sales that we have seen today.'

Try Our AI Features

Explore what Daily8 AI can do for you:

Learn with AIFact CheckingText to SpeechAI Summary

Related Articles

The National

4 days ago

• The National

UAE investors warn about red flags to avoid in a property transaction

Gunjan Chaurasia, a Dubai resident since 2006, purchased a four-bedroom villa in Sharjah's Masaar 2 community for more than Dh4 million ($1.08 million) in March. The project is scheduled to be delivered in 2027. The Canadian, 41, decided to buy based on the project's amenities and facilities, developer Arada's credentials and infrastructure around the community. She also owns apartments in Dubai's Jumeirah Lakes Towers, India and Canada. Citing the biggest red flag to a property purchase, she says if something sounds too good to be true, it probably is. If a property is big in size, but comes at a very low price point, then there is a hidden issue that you're not aware of, she warns. 'Another issue is that a lot of buyers look at the price of the unit, but don't look at the service charges. Also, always check the price per square foot. A unit may be very reasonably priced, but the area may be small,' she says. 'Always go for a good location and a good building. You need to check for plumbing and do a thorough inspection, but I wouldn't be too concerned about the cabinet colour, for instance, because these issues can be fixed. Most importantly, check the surrounding infrastructure, facilities and amenities such as schools, hospitals, entry and exit points.' Last month, a report by New York-based Fitch Ratings predicted that Dubai's real estate market would enter a 'moderate correction' in the second half of 2025 as a record number of projects launch. The ratings agency also estimated that residential prices could fall by as much as 15 per cent this year. However, industry experts remain confident in the market's potential, citing Dubai's record population growth, continuing housing demand and maturing real estate sector as indicators that any correction will likely be moderate. Clarity of purpose Ms Chaurasia urges buyers to always think about the reason behind their property purchase. Agreeing with her, P.P. Varghese, head of professional services at Cushman & Wakefield Core, says that for investment purchases, the decision framework should follow yields. The rule of thumb is straightforward: if your rental yield can cover your mortgage, you have a sustainable foundation. If the rent cannot cover your mortgage payments, the investment must make sense purely as a capital appreciation play, he says. The ideal scenario combines sufficient yield to cover the mortgage with surplus cash flow, plus capital appreciation potential, he reckons. For end-use purchases, Mr Varghese urges buyers to start by identifying their purchasing power, then take a look at whether that price point can achieve their dream home. Ms Chaurasia warns buyers not to overleverage and have a financial backup to service their mortgage in case of an emergency. Have an idea of what percentage of your income you can commit towards housing, she adds. Developer's track record Similarly, Elena Yurgeneva, a property owner, deters people from buying from a developer with no proven track record in the UAE. 'If you can't physically visit or verify their previous projects, it becomes very hard to assess build quality, delivery timelines, or even how reliable they are in honouring handover commitments,' she says. Citing a 'regrettable investment' in the Golf Views project by Seven Tides, Ms Yurgeneva says construction has been delayed multiple times and is currently stalled. 'The project has been frozen at least twice since my purchase, and to date, there's no clear communication or visible progress on site. It's a painful reminder that even projects that look promising on paper can face serious execution risks,' she warns. When purchasing property anywhere in the world, including the UAE, buyers should watch for red flags across all stages of the transaction. These could manifest as disparities between listings and viewings, poor maintenance and high-pressure sales tactics, among others. Inspect broker credentials Even within Dubai's structured and well-regulated real estate market, the margin for error lies in process shortcuts, documentation gaps and intermediary inconsistencies, explains Farooq Syed, chief executive of Springfield Properties. 'In Dubai, all brokers are required to be licensed by the Real Estate Regulatory Agency. Buyers should always request the broker's Rera ID. A lack of transparency around this, refusal to facilitate physical viewing, or reliance on heavily staged or misleading visuals should be treated as a red flag,' he warns. 'Payment channels are equally non-negotiable. In the off-plan segment, the project must be officially registered with the Dubai Land Department, and all payments are to be made directly to the project's escrow account. For resale transactions, payment must be made directly to the seller, not to the broker or any third-party entity.' Unpaid service charges Zacky Sajjad, director of business development and client relations at property consultancy Cavendish Maxwell, picks legal issues such as unpaid service charges, unresolved mortgages, or invalid power of attorney as some risks, and also building-level concerns like developer or owner's association disputes, excessive service charges, and incomplete utility connections. He also urges caution dealing with offshore ownership structures. To mitigate these risks, buyers should always engage a licensed conveyancer or valuer, insist on official Rera forms and no-objection certificates, and verify the property's legal ownership, title deed and presence of any mortgage or disputes by scanning its QR code through the DLD or the Dubai Rest app, Mr Sajjad recommends. Request a formal, RICS-compliant or bank-approved valuation before agreeing to the price, he adds. Also, inspect the property in person to confirm condition, maintenance and ensure everything is as per the listing. Understand total cost of ownership One of the biggest risks for any buyer is pricing decisions driven by sentiment rather than data, Mr Varghese warns. Valuations should be anchored to recent comparable sales, rental yields and projected supply, particularly for off-plan properties, he explains. Buyers must also remember that the total cost of ownership extends beyond service charges to include maintenance reserves, insurance, potential major repairs (especially for older buildings), while for new developments, it includes community fees, sinking funds and utility connections, according to Mr Varghese. 'For investment properties, factor in vacancy periods and property management costs. These hidden costs can significantly erode returns if not properly accounted for upfront,' he says. Confirm handover timelines Mr Syed of Springfield Properties says completion dates must be clearly defined and contractually stated in off-plan deals. A lack of specificity around handover timelines should be treated as a material risk, he warns. 'In investment properties, tenancy terms must be reviewed. Properties with unpaid rents, invalid eviction notices, or leases that fall short of the legal 90-day notice requirement may lead to complications post-transfer,' he says. 'Similarly, unauthorised modifications, particularly in villas, should be reviewed closely. A snagging expert can help identify defects or alterations not captured in the marketing narrative.' Consider area development Mr Varghese warns buyers not to avoid undertaking due diligence on area development. Understand the broader area's development pipeline, as oversupply can hurt both rental yields and capital appreciation, he says. Research infrastructure development plans, new transport links, and zoning changes that could enhance or diminish property values over your intended holding period, he adds. 'Beyond price, buyers should negotiate holistically: payment schedules, escrow arrangements, delivery guarantees, and any fit-out or completion obligations can carry substantial financial implications and should be scrutinised as part of any transaction,' he suggests. Tips for non-resident UAE investors While there are no hidden fees for non-resident UAE investors, broker commission, DLD registration and trustee fees apply as standard, Mr Syed says. However, he warns that paperwork requirements can be extensive and processing may take longer due to additional documentation. Mortgage access remains limited for non-residents, and timelines may be affected depending on nationality, financing method and complexity of regulatory approvals, he explains. Cross-border fund transfers may also be subject to regulatory or institutional constraints, he adds.

Campaign ME

11-06-2025

• Campaign ME

How luxury branded residences transform a label into a lifestyle

The luxury landscape is witnessing a shift from scarcity-driven exclusivity to distinct curated experiences. However, these experiences need to better align with the values and lifestyles of consumers within the 1 per cent who purportedly invest in luxury. In response to this, luxury brands, especially those not associated with property development, are ingraining themselves into the very homes of their core audiences. This is coming to life in the form of luxury-branded residences with projects such as Cipriani's Mr. C Residences by ALTA Real Estate Development, Armani Beach Residences by ARADA and the Trio Isle Interiors by Missoni undertaken by DURAR OCTA – a collaboration between DURAR Group and development management firm OCTA Development – all of which take the glamour of luxury brands into residential living, creating spaces that resonate with individuals who live life on their own terms. The incentive for luxury buyers To explain why ultra-high-net-worth-individuals (UHNWIs) value these luxury branded residences, Rosa Piro, Senior Director of Business Development, ARADA says, 'UHNWIs tend to view these developments as trophy assets within their real estate portfolios, with strong potential for capital appreciation.' 'They also see these properties as safe investments that align with their lifestyle aspirations, offering both status and security,' she says. For real estate marketers, the golden opportunity lies in showcasing how a luxury brand's equity can be activated to connect better with luxury buyers. Elias Qarut, Head of House (Marcoms), House of OCTA, says, 'When they buy a residence branded by a fashion house or luxury automotive brand, it's not about the logo on the door; it's about living in the ethos of the brand.' 'They're aligning with a brand that reflects their personal narrative. It's a lifestyle statement and, increasingly, a status symbol. If these individuals admire a brand, they tend to be deeply loyal to them,' Qarut adds. 'We've seen that for many buyers, this kind of real estate is a way of authentically expressing their identity. It's emotional, aspirational and deeply personal.' However, leaders also opine that it's not only about status or the cost of an asset anymore. 'In this region, exclusivity is less about price tags and more about intention, refinement and legacy. Buyers here want access to something that feels globally recognised but locally rare – something you can't replicate or repackage,' says Abdulla Al Tayer, Managing Director, ALTA Real Estate Development. According to a recent report from Knight Frank, people buy branded residences in the region because they promise more than prestige. They invest in properties that offer world-class management, instant access to a certain lifestyle and a home that doubles as an asset – luxury they can live in or lease out. ARADA's Piro says, 'Buyers are often drawn to the reassurance and familiarity of a trusted brand while still seeking a product that feels unique and elevated.' Al Tayer adds, 'When done well, a branded residence becomes more than a real estate offering; it becomes a living extension of a brand's identity,' He reiterates the notion that high-net-worth-individuals (HNWIs) are 'not just purchasing a home, they're investing in a lifestyle ecosystem that reflects their values, habits and global footprint.' Luxury branded curated experiences Across the board, developers agree that HNWIs and UHNWIs in the Middle East are highly discerning and expect a blend between brand and lifestyle through seamless experiences. The onus lies on real estate marketers to offer an experience that does not start and end at the front door, but extends across service, community and brand-led access. 'With Mr. C Residences, for example, the added value is deeply embedded in the experience architecture. Residents don't just benefit from design cues or curated amenities – they gain access to the Mr. C Private Office, a global concierge platform that connects them to the family's network of properties, services, and lifestyle privileges,' Al Tayer says. 'Whether it's securing a table in Monte Carlo, coordinating a private event in Beverly Hills, or arranging bespoke services in Dubai, the brand's global reach becomes a natural extension of home.' This level of integration and access fosters brand trust but, more importantly, it creates emotional utility that helps residents feel seen, known and connected across borders. 'That's the real value: not just a beautiful home, but a seamless, elevated way of living anchored in the identity of a brand they already believe in,' Al Tayer adds. ARADA's Piro also suggests investing in sophisticated sales centres that allow potential buyers to experience the fit-out, furnishings and location first-hand. Real estate sales and marketing consultant Sean McCauley, Chief Executive Officer at Devmark, who has launched and marketed luxury branded residences across the UAE, also makes the case for the effectiveness of these curated experiences. 'Luxury-branded residences thrive on the perception of rarity, and the most effective marketing strategies are those that heighten this narrative through controlled access, immersive experiences, and a highly curated journey,' says McCauley. 'We find that creating an immersive brand world from the first touchpoint to post-sale engagement is key.' Mutually beneficial for brand and developers Beyond better brand experiences for consumers, McCauley also discusses the impact of branded residences on business outcomes. He references Savills' 2024-2025 Branded Residences Report, which shows that branded residences command an average global premium of 30 to 35 per cent, compared with non-branded residences, with Dubai seeing premiums of up to 45 per cent. The report also anticipates 270 per cent increase in branded residential supply in the Middle East by 2030, highlighting robust regional momentum. 'We've seen this first-hand with projects such as Kempinski Residences The Creek, where the brand's heritage in European luxury hospitality helped us drive outsized demand,' McCauley says. 'The product sold out within hours, achieving more than AED 1 billion in sales. The success was due to a combination of not just branding, but also prime location, robust design narrative and curated features.' 'This halo effect lifts both parties: the brand gains cultural relevance in a new geography, while the development commands a price premium and elevated perception,' he adds. However, Qarut advises caution, explaining that real estate developers have an inherent responsibility to uphold the reputation of a luxury brand during and after the partnership, especially given their control over a brand's environment. 'For luxury brands to confidently step into the real estate sector, the credibility and track record of the developer are non-negotiables,' he explains. 'A trusted, on the ground presence – demonstrated through consistent delivery, past project performance and operational excellence – is what provides the foundation for such partnerships' Strategies for successfully marketing luxury living Marketers are also leaning into a spectrum of other strategies such as storytelling, high-impact visualisation, influencer collaborations and engagements with celebrity brand ambassadors. Storytelling: Sharing her thoughts on effective storytelling techniques, Piro says that it 'involves highlighting the journey of the brand alongside the evolution of the design concept. This narrative strengthens the perception of exclusivity. Positioning the development as highly tailored and personalised is key to reaching UHNWIs.' Piro also suggests delivering storytelling through trailers or teasers featuring brand ambassadors, designers or architects. Consistency: However, McCauley takes this a step further, calling for consistency across the consumers' entire digital and physical journey. He says, 'The entire lead-to-close pipeline should evoke the brand's exclusivity, including bespoke CRM flows, private appointment scheduling, personalised gifting and continued white-glove service after the transaction.' Qarut adds, 'Branded residences must add holistic value to the building – curated experiences, long-term community engagement, and elevated daily living. This requires a meticulous approach to design, delivery and marketing – one that truly understands both the DNA of the brand and the expectations of the buyer.' McCauley also notes that it falls onto the marketer to maintain consistent messaging across all stages of the marketing funnel. 'We educate brokers with tailored toolkits so they can convey the narrative correctly, preserving the brand equity at every touchpoint,' he says. 'Scarcity is not simply about limiting supply – it's about reinforcing the unique value of what is offered through every layer of the sales and marketing strategy.' Brand within the media mix: Leaders also suggest holding on to traditional media outreach and targeted PR, including placements in elite publications across international luxury markets, roadshows at international property events and exclusive branded events. Piro says, 'Positive media coverage and the ability to cross sell other brand products – such as branded wallpaper or furniture and also contribute to the overall success.' 'For the brand, success is reflected in securing licensing or royalty fees, which support income diversification. A successful project also broadens the brand's customer base across its core offerings – whether fashion, jewellery, hospitality or other sectors,' she adds. However, Piro also calls for strict adherence to brand standards that translate the brand's ethos into a high-quality, differentiated product. She adds, 'Equally important is maintaining brand integrity and visibility throughout the project's life cycle, ensuring consistency across all touchpoints.' Ultimately, a successful luxury brand partnership is measured not only in terms of the premium achieved on sales prices compared with non-branded projects, but also in terms of long-term asset value retention, enhanced buyer trust and loyalty, and the potential to unlock future partnerships or replicate and scale the model. Qarut says, 'It's not merely about affixing a luxury name to a building; it's about bringing the brand to life in three dimensions, through design, experience and enduring quality.' To achieve this success, industry leaders reach a consensus that marketing strategies must encompass exclusivity, tailored experiences, consistency and culturally relevant storytelling, without losing the essence of brand in luxury living.

The National

04-06-2025

• The National

Where to watch Eid Al Adha 2025 fireworks in the UAE

Both private and public sector workers in the UAE have been granted a long weekend for Eid Al Adha, with the public holiday starting on Thursday, June 5. The religious festival officially begins on Friday, June 6 and runs until Sunday, June 8. Fewer venues than usual have announced plans to put on a fireworks display to mark Eid Al Adha this year, but some places will still be lighting up the sky and putting on a show. Fireworks in Abu Dhabi Yas Bay Waterfront Yas Bay Waterfront will host fireworks on Friday, Saturday and Sunday, starting at 9pm. It is free of charge, but a more comfortable viewing experience can be secured by booking a table at a surrounding restaurant like Daikan, Bua Thai Cafe, Cafe Del Mar Abu Dhabi, Barbossa or Paradiso. Fireworks in Dubai Riverland Dubai Riverland, located within the Dubai Parks and Resorts complex, is celebrating with daily laser shows at 7.30pm and 8.30pm, and adds a fireworks display at 9.30pm. Park entry costs will apply. Fireworks in Sharjah Developer Arada has put together a series of celebrations at its Sharjah communities Aljada, Masaar and Nasma Residences, including fireworks. They will take place at 8pm on Friday, lighting up the skies above Aljada, while family-friendly celebrations will run from 6pm to 10pm daily across all three days of the Eid holiday. No fireworks A number of popular locations have confirmed to The National that there will be no fireworks for Eid Al Adha due to the hot weather. These include Dubai locations such as The Beach in JBR and Bluewaters Island. The adventure-focused Hudayriyat Island in Abu Dhabi has also said it will not host displays this Eid.