Post on 18-Jul-2015
Case Study 4: Residential Site @ Prince Charles Crescent
Presenters: Clarissa Chua Dexter Sim Jocelyn Ng Lei Xiao Sarah Tan Xiang-Ling
Date of Presentation: 22 Aug 2014 Prepared for: Guest Speakers from ERA & RE4204 Advanced Real Estate Marketing
Outline
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Development Info
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Amenities
Schools Gan Eng Seng Secondary School (0.17 km) Crescent Girls' School (0.7 km) Henderson Secondary School (0.81 km) Alexandra Primary School
Recreation Delta Swimming Complex Mount Faber
MRT EW17 Tiong Bahru MRT Station (0.72 km) EW18 Redhill MRT Station (0.74 km) NS22 Orchard MRT Station (1.77 km)
Parks Alexandra Canal Park Tiong Bahru Park
Shopping Malls Valley Point Shopping Centre Tiong Bahru Plaza Great World City ION Orchard
Expressway CTE AYE
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Surrounding Developments Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Mon Jervois
Echelon
Alex Residences
The Crest
UIC, Singland 135,000 sqft
99 years June 2016
CDL, Hong Leong 525,000 sqft
99 years Nov 2016
Wing Tai 538,000 sqft
99 years June 2018
SingLand 343,000 sqft
99 years Feb 2019
Mon Jervois
Echelon
Alex Residences
The Crest
Luxurious finishings Range of activities for
everyone
Panoramic views High, lofty ceilings Prestigious lifestyle
Premium, luxury quality
International architect Heritage & modernity
Hotel-inspired Boutique lifestyle
Range of fitness & recreational activities
Mon Jervois
Echelon
Alex Residences
The Crest
Mon Jervois
Echelon
Alex Residences
The Crest
500-3000 sqft ~ $2.5m
Upmarket homebuyers
450-4000 sqft ~ $1.7m
Investors & Upmarket buyers
600-2000 sqft ~ $2.2m
Investors & Homebuyers
400-1500 sqft ~ $1.4m
Investors & Upmarket buyers
Prince Park Residences
Ø A notch lower than surrounding developments
Ø Focus on value and practicality
Ø Conveniently located near to CBD and schools
Ø Conducive & green living environment
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Target group
Ø Middle to upper-middle income households
Ø Smaller families with kids Ø Professionals who works
in the CBD Ø Savvy investors Ø Foreign investors
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Site Plan LANDSCAPING • Vertical greenery • Sky terraces RECREATION • Sports club • Indoor gym • Fitness area • Therapy pool, wading pool FACILITIES • BBQ pits • Al Fresco dining • Kid’s activity zone • Meeting lounges • Function rooms
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
NAME 500 units
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Marketing the Product Site Analysis
Surrounding Development
Analysis
Proposed Development
Marketing Plans
Optimal Location Site Analysis
Surrounding Development
Analysis
Proposed Development
Marketing Plans
Customisable Design Themes Site Analysis
Surrounding Development
Analysis
Proposed Development
Marketing Plans
Quality Lifestyle Site Analysis
Surrounding Development
Analysis
Proposed Development
Marketing Plans
Educating our Buyers Site Analysis
Surrounding Development
Analysis
Proposed Development
Marketing Plans
Promotional Features
Marketing Channels: social media, private launches, internet, signage in CBD, quality showrooms with excellent services
Early Bird Discounts: 15%
Business Networking: hold events in our showroom during the evening “as venue sponsor” eg. ERA Networking
Referrals : Incentivise existing buyers by either small rebates or free furnitures
Site Analysis Surrounding Development
Analysis
Proposed Development
Marketing Plans
Thank you
Appendix Slides
Nearby Developments
Alex Residences Mon Jervois The Crest (at Prince Charles)
Echelon@Alexandra
Project Details
SingLand 69,981 sqft 342,900 sqft 99 years LH
UIC & SingLand 96,400 sqft 135,000 sqft 99 years LH
Developer: Wing Tai Area: 256,000 sqft GFA: 537,654 Tenure: 99 years LH
CDL, Hong Leong 107,000 sqft 524,750 sqft 99 years
product features, facilities
high rise (40-storey) hotel-style-inspired development, boutique lifestyle, quality finishings
luxurious, inclusive 5-block, 5-storey development located in a good class bungalow enclave, top finishings, sizable units
interweaving aesthetics of heritage with comfort modernity Premium, quality design, luxurious
Focus on award-winning modern design, prestigious living
Facilities Fitness facilities, range of pools, facilities for families, alfresco dining and bars, meeting area, sky park, basement car park
array of pools, lawns, fitness facilities, kid’s play zone
Top furnishings, range of fitness activities available
Sky Terraces with fitness facilities Array of recreational pools High ceilings Panoramic views
unit mix 1BR 2BR 3BR 4BR 5BR/PH
429 (avg 770sqft) 87 (480sqft) 114 (660sqft) 150 (900sqft) 78 (1000sqft) (3BR+Utility)
109 (avg 1400 sqft) 16 (620sqft) 44 (1100sqft) 17 (1450sqft) 8 (1950sqft) 19 (2325-3000 sqft)
469 (ave size) 57 (700sqft) 127 (900sqft) 187 (1300sqft) 78 (1650sqft) 10 (1900sqft)
508 (ave size) 68 (452sqft) 152(732sqft) 246 (1000sqft) 48(1500sqft) 4(4050sqft)
pricing $1450 - $2100 psf $1800 - $2150psf $1500 - $1800psf >$1700psf
target audience
Investors Upmarket buyer
Upmarket homebuyers Investors Homebuyers
Investors Upmarket buyer
launch date, TOP, # of units left
TOP: Feb 2019 TOP: June 2016 TOP: June 2018 Launch: Dec 2012 TOP: Nov 2016
Nearby Developments
Alex Residences Mon Jervois The Crest (at Prince Charles)
Echelon@Alexandra