54 Sales Was Captures During The Launch Weekend Of Florence Residence

Over the weekend break of March 2-3, a total amount of 200 units were launched at The Florence Residences. Of the number, 54 devices were snapped up. “That’s close to 30% sales,” states CB Chng, Logan Home executive director.
” Buyers these days are much more cautious with their purchases as well as they would certainly often call for a longer time to consider all variables,” includes Chng. “Newbie buyers need to time to familiarise themselves with the job.”
A redevelopment of the former Florence Rule privatised HUDC estate, the 1,410-unit The Florence Residences situated at Hougang Avenue 2, is thought about the very first launch of a “huge job”– over 1,000 devices – in 2019.
The Florence Residences “is valued suitably” at an average of $1,450 psf. Some devices have prices beginning with below $1,400 psf.
Challenges encountering programmers
One of the greatest obstacles that designers encounter today is that “customers have a great deal of choices in between brand-new launches as well as already released tasks”, according to Ismail Gafoor, Chief Executive Officer of PropNex Real estate, one of 5 designated joint advertising firms at The Florence Residences. The others are PERIOD, Huttons Asia, OrangeTee & Connection and also SRI.
In January as well as February this year– prior to the launch of The Florence Residences – there were no substantial suv projects introduced. Because of this, 4 neighbouring projects in the Serangoon-Hougang locations– Affinity at Serangoon, The Yard Residences, The Tre Ver and also Riverfront Residences– gathered sales completing about 200 units over the past four weeks, says Gafoor.
The pick-up in transactions at the 1,052-unit Affinity at Serangoon and the 613-unit The Garden Homes could be greatly attributed to the Jan 25 statement of the 12 stations on the very first stage of the Cross Island Line (See Map listed below). One of the 12 forthcoming stations on the line is Serangoon North, where one of the exits is located just 350m from Fondness at Serangoon, and 532m from The Yard Residences.
Considering that its launch last June, 460 units (43.7%) at Fondness at Serangoon have actually been marketed. Over the past weekend break (March 2-3), 30 systems were offered. Average rate accomplished at Affinity at Serangoon is $1,475 psf.
” The current statement on the MRT terminals of the Cross Island Line has actually been a crucial aspect,” says Eugene Lim, supervisor of advertising and marketing and sales, Oxley Holdings, which belongs to a consortium of programmers at Fondness at Serangoon and Riverfront Residences. “Some representatives have likewise reported that, having checked out various other recent launches, some buyers have returned as they prefer our project in regards to layout and also finishes.”
2 other tasks that were introduced in 2014– the Riverfront Residences, launched on July 5 (the eve of the imposition of the residential or commercial property air conditioning procedures), and also The Tre Ver, released in August– also saw a constant pick-up in sales energy.
At the 1,427-unit Riverfront Residences, 35 units were marketed last weekend, bringing overall sales to date to 935 units (65.5%). Typical price of systems sold is $1,350 psf. “Sales have actually been extremely motivating,” says Oxley’s Lim.
The Tre Ver likewise saw “good sales momentum” in the first 2 months of 2019. The 729-unit condominium situated at Potong Pasir Opportunity 1, launched last August, has actually achieved close to 45% sales to day. Typical cost achieved is said to be $1,558 psf. “Customers are brought in to the city edge location and solid item offering designed by WOHA,” says Jesline Goh, primary investment and possession police officer, UOL Group.
Developers of some tasks launched in late 2017 and 2018 likewise elevated the payment rates supplied to representatives from 1-2% to a variety of 3-5% in order to move the remaining units, according to residential or commercial property representatives that decreased to be named. This determined agents to “divert potential purchasers over to those jobs”, he includes.
Setting itself apart
” A few of these various other tasks in the vicinity were launched as early as April 2018 and also there have been a series of different marketing methods used specifically,” notes Logan Home’s Chng. However, he believes that The Florence Residences will certainly be able to set itself in addition to the various other jobs.

The Florence Residences is offered by 2 well-connected MRT stations, mentions Chng. “We believe that our target audience will understand the investment possibility, with the future Cross Island Line simply a six-minute walk to Hougang MRT Interchange. We are confident of the job’s features, from the conceptualisation of the design as well as landscape layout, to the development of a fulfilling way of life for our locals.”
Programmers have commonly concentrated on sales at the launch weekend break. “It’s going to be a long-drawn fight in today’s market,” says Ken Low, taking care of partner of SRI.
With a minimum of 50 new jobs slated for launch this year, programmers will need to transform their approach, keeps in mind PropNex’s Gafoor. “As opposed to putting all their advertising and marketing as well as promo budgets on the launch weekend break as well as focusing all their fire power on the initial weekend of launch, they will certainly have to rate their marketing & promo over the long-term. On-the-ground advertising has also become critical.”