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An Expression of Interest (EOI) is not a sale. A full-page ad is not a guarantee. A viral 'sold out in 48 hours' headline may be nothing more than clever timing and a cleverer spin. Urgency, experiences, and 'exclusive opportunities' are packaged like FOMO shots, quick, shiny, and designed to bypass your better judgement. You don't change your analysis because the music got louder. Hype will pass. Contracts will remain. Let the facts set the pace, not the reels. Let the basics guide your decision, not the glitz.
"Things are not always what they seem; the first appearance deceives many; the intelligence of a few perceives what has been carefully hidden"- Plato Advertisement
An Expression of Interest (EOI) is not a sale.
A full-page ad is not a guarantee. A viral 'sold out in 48 hours' headline may be nothing more than clever timing and a cleverer spin. In an age where PR and marketing blur into one long reel, urgency, experiences, and 'exclusive opportunities' are packaged like FOMO shots, quick, shiny, and designed to bypass your better judgement. Like The Wizard of Oz, once you peek behind the curtain, it's rarely as grand as it looked. And that's fine when the stakes are a movie ticket. But when it's your life savings and your family's home that are at stake, that's far from alright.
Campaigns lean on tried-and-tested buttons like scarcity, safety in numbers, the lure of a "found deal." With strategic media spends and planted stories, even unlikely sellouts can look inevitable. So how do you avoid the trap without missing a real opportunity?
You don't change your analysis because the music got louder. You return to the interesting basics, quietly, consistently and factually.
So how do you see past the smoke and mirrors?
1. Freeze your criteria first
Budget, location, timeline, specs, maintenance costs, builder track record. Don't move the goalposts because a campaign is slick.
2. Validate signals, not slogans
Check RERA filings, stage of construction, housing finance loans and approvals. Ask about the actual sales and executed agreements, not EOIs or "priority tokens."
3. Interrogate the show flat.
It's a set. So get the complete blueprints (flooring, fittings, ceiling height), and confirm what's standard vs. a paid upgrade.
4. Watch the pricing tricks
"Launch price," freebies, parking waivers, attractive loans all seem like a great deal, but don't forget to run the all-in number (base + floor rise + parking + GST + registration + maintenance deposit+legal expenses).
5. Challenge the herd
Influencer posts, awards, countdowns, "only 12 units left", are all meant to push you to buy, so ask for real inventory figures, RERA updates, registered sales before believing it all.
6. Sleep on it.
Create a 24-48 hour cool-off rule before paying anything non-refundable. Urgency is a sales tool, not your compass.
7. Bring in objective third party experts Independent lawyers for due diligence, third-party inspection from an architect are all important and saving a few thousands on these today, can risk crores tomorrow.
Hype will pass. Contracts will remain. Hence, let the facts set the pace, not the reels. Let the basics guide your decision, not the glitz.
This is Real Estate and Us, helping you make clear, grounded decisions when the lights are bright and the promises are louder. Dreams are worth chasing. Just make sure they're seen in daylight, not smoke.
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