The highly-anticipated launch of Emerald of Katong resulted in remarkable sales figures over the launch weekend. Developer Sim Lian Group reported that out of the 846 units available, 835 units were sold within the first two days, with an impressive 98.7% take-up rate. The project’s VIP sales on November 15th saw 401 units (47%) taken up, followed by another 434 units on November 16th. The average selling price for units sold over the weekend was recorded at $2,621 psf. The developer declined to comment on its sales.
Mark Yip, CEO of Huttons Asia, noted that the project could potentially break the record for the most number of units sold in a single day, surpassing J’Gateway’s record of 738 units sold in June 2013. Only 11 units remain available at Emerald of Katong, consisting of nine one-bedroom and two five-bedroom units. All two-, three-, and four-bedroom units have been sold out. Yip added that buyers showed preference towards the larger units with study or flexible layouts, indicating that they were purchasing for owner-occupation and needed the additional space for their lifestyle needs.
For interested buyers, the latest details on available units and prices for Emerald of Katong can be obtained from the advertisements. According to real estate agents, the top-selling project of 2024 is none other than Emerald of Katong, with an unprecedented number of units sold and a high percentage sold during the launch weekend. The high demand for the 99-year leasehold project, located at Jalan Tembusu in District 15, was particularly notable as it coincided with the launch of two other projects on the same weekend.
Nava Grove, a 99-year leasehold development by MCL Land and Sinarmas Land, reportedly sold 359 units on November 16th, representing 65% of its total units. On the same day, Novo Place, a 504-unit executive condominium (EC) at Plantation Close in Tengah, by joint developers Hoi Hup Realty and Sunway Developments, also achieved a high sales rate of 57%. These three projects concluded an unprecedented six new residential projects (including the EC project) launched over the past two weeks.
Ismail Gafoor, CEO of PropNex, commented that they were initially concerned that launching six projects within 14 days might result in some projects being overshadowed by others. However, with a total of 3,551 units on offer, homebuyers had the opportunity to visit all the developments before choosing their preferred one. He added that having many options in a short span seemed to help buyers make decisions more quickly and that the interest might not have been as intense if the launches were spread over two months. He also noted that it helped that Kingsford Group moved forward the launch of Chuan Park to November 10th from November 16th. Gafoor explained that those who were initially interested in Chuan Park but couldn’t secure a unit there had the opportunity to consider Emerald of Katong. If the two projects had been launched on the same weekend, prospective buyers might have been torn between them. By bringing forward Chuan Park’s launch, both projects benefited.
The buying frenzy wasn’t limited to just Emerald of Katong. Nava Grove achieved a sales rate of 65% on its launch day, recording an average selling price of $2,448 psf. As for Chuan Park, it sold 696 units (76% of its total units) on the same day, with an average selling price of $2,579 psf. Despite the overwhelming response, the developer of Emerald of Katong did not raise their selling prices from the initial price list, which reassured buyers and their agents that they still had an opportunity to secure a unit at the same price, even if their queue number was as high as 3,000.
According to caveats lodged, District 15 is among the top districts to reside in Singapore, said Huttons’ Yip. The attractive East Coast lifestyle and limited number of large projects have attracted buyers to Emerald of Katong. In comparison to other new projects in the Rest of Central Region, with a median price of $2,955 psf, Emerald of Katong’s starting price from $2,423 psf is considered very attractive.
ERA Singapore CEO Marcus Chu also shared the same sentiment and added that buyers who were unable to secure a unit at Emerald of Katong turned to other major condo projects in the vicinity, such as the three projects launched last year: the 1,008-unit, 99-year leasehold Grand Dunman; the 638-unit, 99-year leasehold Tembusu Grand; and the 816-unit, freehold The Continuum. All three projects reported good sales on Saturday, according to Huttons’ Yip. From November 11th to 16th, The Continuum registered 22 new sales, Tembusu Grand saw 12 units sold, and Grand Dunman recorded five new sales.
Huttons’ Yip attributed the strong sales momentum to better economic growth and lower interest rates, which have attracted more buyers to the new homes market. He added that lower returns from other investment assets may have encouraged more buyers to consider property as a preferred investment.
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Huttons estimates that developers’ sales in November will reach up to 2,200 units, approaching the levels recorded in March 2013 when 2,793 units were sold. According to on-the-ground observations, there is a growing number of prospective local and foreign buyers utilising trust structures to acquire homes for their children, said Yip. He added that investing in residential property may serve as a form of wealth planning and preservation, reflecting the rise in wealth among local buyers and an influx of overseas funds into Singapore. Figures from the Monetary Authority of Singapore (MAS) show that the number of single-family offices grew to 1,650 as of August 2024, an increase of 250 from the end of 2023. During the same period, the M1 money supply, which includes cash, demand deposits, and other liquid deposits, rose by $10.2 billion in the first nine months of 2024.…