The much-anticipated launch of Sim Lian Group’s Emerald of Katong two weeks ago was met with resounding success, as 99% of its 846 units were sold over just three days.
Latest records show that 825 units (97.5%) have been snapped up at the 99-year leasehold private condominium located on Jalan Tembusu, with an average price of $2,617 per square foot (psf).
Although there were 13 units that were not taken up due to some buyers withdrawing their purchases after the launch weekend, which kicked off with VIP and multiple-unit sales on Nov 15, followed by a public launch on Nov 16 and 17.
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Find out the latest updates on available units and prices for Emerald Of Katong.
In response to the buyers backing out, the developer held a balloting session for the 13 units on the morning of Nov 30. “With the overwhelming response of over 800 interested buyers, all 13 units were swiftly sold,” stated Ismail Gafoor, CEO of PropNex.
The launch of Emerald of Katong had a significant ripple effect on neighbouring projects in the prime District 15’s East Coast area. The adjacent Tembusu Grand, developed in a joint venture by City Developments Ltd (CDL) and MCL Land, boasts a whopping 638 units.
Since the beginning of November, 52 units have been sold, bringing the total sales to 581 units (91%) at an average price of $2,445 psf. This 99-year leasehold development on Jalan Tembusu was launched in April 2023.
Source: EdgeProp Buddy, URA Realis
On the other hand, at the 1,008-unit Grand Dunman by SingHaiyi, 18 units were sold since Nov 11, adding up to a total of 731 units (72.5%) sold at an average price of $2,531 psf. This 99-year leasehold condominium on Dunman Road was launched in July 2023.
Source: EdgeProp Buddy, URA Realis
However, the biggest beneficiary of the Emerald of Katong’s launch was The Continuum, an 816-unit freehold condominium along Thiam Siew Avenue, developed by joint venture partners Hoi Hup Realty and Sunway Developments.
Since Nov 9, a total of 126 units have been sold, bringing overall sales to 528 units (64.7%) as of Nov 30, based on caveats lodged. The average price of units sold is $2,788 psf.
Find out the latest transactions for The Continuum.
In the mid-November weekend, The Continuum recorded strong sales, with 13 units sold on Nov 15, 38 on Nov 16, and 22 on Nov 17, totalling 73 units.
According to caveats lodged, 126 units have been sold since Nov 9, with 528 units sold so far, equivalent to 64.7%.
Before the launch of Emerald of Katong, The Continuum was already 49% sold, leaving 51% of its units still available. “With a greater number of available units, buyers had more options,” explained Ismail Gafoor, CEO of PropNex. “In comparison, many of the smaller units at Grand Dunman had already been sold.”
Another factor contributing to The Continuum’s strong take-up was its pricing, according to Gafoor. The average price at the 99-year leasehold Emerald of Katong was $2,617 psf, while The Continuum, being freehold, achieved an average price of $2,788 psf, representing a premium of just 6.53%.
“Typically, a freehold project commands at least 15% to 20% premium over a 99-year leasehold project in the same area,” Gafoor illustrated. “Homebuyers recognized the value proposition and were quick to switch to The Continuum.”
The highest psf prices were achieved for the 484 sq ft one-bedroom and 624 sq ft two-bedroom units on high floors at Emerald of Katong, specifically from the 16th to 21st floors. During the launch, 21 such units recorded prices ranging from $2,901 psf to $2,958 psf according to caveats lodged.
Meanwhile, at The Continuum, 13 caveats lodged so far show prices exceeding $3,000 psf. Of these, 11 units were sold this November, including nine two-bedroom, high-floor units ranging in size from 646 to 721 sq ft. These units fetched prices from $3,003 psf to $3,084 psf. Additionally, two compact three-bedroom units measuring 872 sq ft were sold at $3,003 psf and $3,060 psf, respectively.
For lower-floor units, some three- and four-bedroom units ranging from 1,066 sq ft to 1,270 sq ft were sold at prices between $2,667 psf and $2,681 psf during the past month.
“November has been a strong month for new home sales, providing a significant boost for the year before the December holidays,” said Gafoor. To date, new home sales in November have hit 2,805 units. However, this figure is not yet final.
The current numbers have already surpassed the previous peak of 2,793 monthly private new home sales recorded in March 2013, according to Hutton Data Analytics.
“The robust take-up in November will have a positive impact on the sales rate in 2025,” added Gafoor. He cited Emerald of Katong as an example, with more than 800 interested buyers for just 13 units on Nov 30. As a result, many unsuccessful buyers will now be looking for other options. “This will undoubtedly boost new home sales in early 2025,” he concluded.…