The annual GSS (Great Singapore Sale) may have started only on May 25. But for property new launches, the GSS started much earlier. The sale is now on With the steam of an overheated property market dying down, the buzz has now shifted to developers playing discount games to push new projects or clear old stock. With so many 'great deals', buyers are spoiled for … [Read more...]
The changing faces of property new launch
With property developers rushing to launch new projects, the once quiet market is buzzing again. I spent a few Saturdays visiting the sales galleries of some property new launches, including the Jewel@Buangkok, Sant Ritz, Bartley Ridge, the Panorama, etc. I also went to see some mixed development like the VE NUE Residences, Midtown Residences and Nine Residences. When the … [Read more...]
Top 5 gimmicks of new launch (part II)
Besides gathering a crowd there and creating the urgency to buy, there are other marketing gimmicks you may find familiar at a new launch. Gimmick 3: Make some noise To draw the attention of potential buyers, media coverage is a better alternative than advertising. It sounds more convincing and also helps to save the budget to buy airtime. The public relations department … [Read more...]
Top 5 gimmicks of new launch (part I)
There are many tactics deployed by property developers and their marketing agents during the launch of off-plan properties. The five most commonly seen marketing gimmicks are: 1. Gather a crowd; 2. Create the urgency; 3. Make some noise; 4. Dangle the carrot; and 5. Promise good return. Gimmick 1: Gather a crowd When it comes to buying big ticket items like … [Read more...]
Why developers can sell at future prices
Do you ever wonder why new projects from developers are able to command a large premium in asking price, sometimes up to fifty percent higher than nearby projects built in recent years? Below is an abstract from my interview with a VIP customer (as compared to the usual retail buyers). Me : How do you manage to buy before everyone do? VIP: After developers set the prices, … [Read more...]