Prepared by: Clarissa Chua, Dexter Sim, Jocelyn Ng, Lei Xiao and Sarah Tan NUS Project: RE4204 - Advanced Real Estate Marketing 2014

1. Case Study 4:
Residential Site @ Prince Charles Crescent
Date of Presentation: 22 Aug 2014
Prepared for: Guest Speakers from ERA &
RE4204 Advanced Real Estate Marketing
Presenters:
Clarissa Chua
Dexter Sim
Jocelyn Ng
Lei Xiao
Sarah Tan Xiang-Ling

2. Outline
Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

3. Development Info

4. Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

5. 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

6. Surrounding Developments Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

7. 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

8. 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

9. Mon
Jervois
Echelon
Alex
Residences
The
Crest

10. 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

11. 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

12. 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

13. 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

14. NAME
500 units
Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

15. Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

16. Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

17. Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

18. Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

19. Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

23. Marketing the Product Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

24. Optimal Location Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

25. Customisable Design Themes Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

26. Quality Lifestyle Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

27. Educating our Buyers Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans

28. 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
Site Analysis
Surrounding
Development
Analysis
Proposed
Development
Marketing
Plans
Referrals :
Incentivise existing buyers
by either small rebates or
free furnitures

30. Thank you

31. Appendix Slides

32. Nearby
Developme
nts
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

33. 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
Investors
Upmarket homebuyers Investors
audience
Upmarket buyer
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
Developme
nts
Alex Residences Mon Jervois The Crest
(at Prince Charles)
Echelon@Alexandra