Case Study: Residential Site @ Prince Charles Crescent (22 Aug 2014)

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


Analysis


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


Analysis


Marketing Plans

Surrounding Developments Site Analysis Surrounding Development

Analysis


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


Analysis


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


Analysis


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


Analysis


Marketing Plans

NAME 500 units


Analysis


Marketing Plans


Analysis


Marketing Plans

Marketing the Product Site Analysis

Surrounding Development

Analysis


Marketing Plans

Optimal Location Site Analysis


Analysis


Marketing Plans

Customisable Design Themes Site Analysis


Analysis


Marketing Plans

Quality Lifestyle Site Analysis


Analysis


Marketing Plans

Educating our Buyers Site Analysis


Analysis


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


Analysis


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

Case Study: Residential Site @ Prince Charles Crescent (22 Aug 2014)

Real Estate

Transcript of Case Study: Residential Site @ Prince Charles Crescent (22 Aug 2014)