Sunday 27 January 2013

Options in a Semi-Cooled Real Estate Market

Balloting in Progress for Alexandra Central

Property Market Reactions DESPITE Cooling Measures Implemented


Best Regards,
 
Mervin Tang
Marketing Manager
Division Lead Trainer, Project Sales
CEA Reg No. : R030951Z
Huttons Asia Pte Ltd

Mobile: (65) 9184 0208 
Website: http://www.SGrealestate.sg
Sales Enquiry: mervintang@SGrealestate.sg

Tuesday 22 January 2013

Cooling Measures... Really? La Fiesta, QBay and Alexandra Central - SUCCESSFUL PREVIEWS!!

 
Much has been said about the latest round of cooling measures, their desired outcomes, and their desired effects.

This summary is overdue in its writing, but here they are and with it their reflections.
 
11th Jan - Announcement of latest, and likely harshest round of cooling measures / La Fiesta Crash Preview
 
At 6pm, Huttons Management and the developers for La Fiesta make the decision to do a crash launch.
 
Make no mistake, to do a preview launch on a 800++ unit project takes time, deliberate planning, and co-ordination of multiple moving parts to ensure a successful launch.  Huttons pulled it off in a span of 3 hours.  The preview which was initially planned for the following week was executed and pulled off, from the time the button was pressed to the first sale transacting, in 3 hours.
 
50% of the whole project SOLD in a span of 4 hours.
 
18th Jan - First Project Launch after Cooling Measures Announced / QBAy Preview
 
Following the announcement of the cooling measures, QBay would be the first project launch to feel the full effects of the cooling measures.  In this launch, there were many buyers who had previously placed buying interest on the launch were presently affected.  Of the 630 units in the development, 1/3 were sold on preview day.  At present, Mar 2013, only very few select units remain.
 
 
21st Jan - First Commercial Strata Project - Alexandra Central Preview
 
Again, and it seems that we are starting to make a habit of crash launching, the Alexandra Central project was originally slated to launch on the Thursday following the weekend on the showflat opening.
 
The decision to launch came on Saturday evening, and on Monday, the full project launched.  In this project, it was also a test given that one variable was different from the first two launches.  This was a co-marketing project, by Knight Frank and Huttons, thus the desired outcome here would be to see if the results in La Fiesta and QBay were a function of the cooling measures, or, the Huttons effect.
 
The result here:  Huttons Asia Pte Ltd outsold Knight Frank on equal terms, MORE than 300%.
 
It was a proud moment to wear the dark blue lanyard.
 
In short, the Division Mobile Team worked all the above 3 projects AT THE SAME TIME, from the marketing phase which started in late November, to its cumulation in the short week of January where the results were materialised.
 
11 Units transacted in La Fiesta
11 Units transacted in QBay
2 Restaurants and 1 Shop transacted in Alexandra Central
 
Quite a decent result given that the average age of the team is below 12 months in the Real Estate Industry!! Many doubted we would have survived beyond the first preview, and that IT could not be done, I guess they are all believers now.
 
Best Regards,
Mervin Tang
Marketing Manager
Division Lead Trainer, Project Sales
CEA Reg No. : R030951Z
Huttons Asia Pte Ltd

Mobile: (65) 9184 0208
Website: http://www.SGrealestate.sg
Sales Enquiry: mervintang@SGrealestate.sg



La Fiesta & QBay Residences

Alexandra Central







Best Regards,
 
Mervin Tang
Marketing Manager
Division Lead Trainer, Project Sales
CEA Reg No. : R030951Z
Huttons Asia Pte Ltd

Mobile: (65) 9184 0208 
Website: http://www.SGrealestate.sg
Sales Enquiry: mervintang@SGrealestate.sg

Tuesday 15 January 2013

La Fiesta - The Aftermath, Cooling Measures + 5 days

After the dust settles…
To my Gallant Core Team Members..
On Friday, 11th Jan, we became part of real estate history in the crash launch of La Fiesta. To read the news the following morning says nothing of the magnitude of the feat that was achieved that only Huttons would have been able to pull off.
This is something that all of you were part of. No other agency would have been able to pull of what we did in that night. Within 2 hours of the cooling measures being announced, we launched and sold out 50% of La Fiesta that night. That is the equivalent of a full sized Kovan Regency.
For the LF team, with or without cheques that night, you came together as one and pulled through for each other. In an unforeseen blessing, this sudden crash launch turned out to be a blessing in disguise. Our team had 9 declared cheques submitted for the preview that was originally slated for this coming Tuesday, we successfully converted 10 units. This is an amazing result given that we have lagged behind in terms of hyping and are at a disadvantage to other teams that have been focusing solely on this project. 10 units is the average result for the rest of the core teams in LF, the difference being, we have interests in another 2 projects that we have yet to harvest.
Special thanks and mention to Joanne and Casey for managing and assisting the team closing within the show flat proper, the team on the outside assisting with co-ordination on the logistics. 90% of our field team have been in real estate for less than 12 months, and each of you pulled together with the confidence and focus of industry veterans. To see how far you guys have come and grown in so short a time is my proudest moment in our journey thus far.
We have fought and forced a good result with our first battle, we have another two battles to fight in the next coming week.
In 3 days, we will make Huttons history again to fight for our deals in the first ever FEO-FCL-HTNS project of QBay Residences.
5 days later, we fight one more time in Alexandra Central.
Leading you in this magical adventure has been my magnum opus, my greatest privilege.
We have worked very hard to come this far, and yet we have not yet completed this journey. Let’s keep our focus, and give these last few days our best effort!
QBay, and then Alexandra Central.
Ladies and Gents, Let’s Work.
--
Best Regards,
Mervin Tang
Marketing Manager
Division Lead Trainer, Project Sales
CEA Reg No. : R030951Z
Huttons Asia Pte Ltd

Mobile: (65) 9184 0208
Website: http://www.SGrealestate.sg
Sales Enquiry: mervintang@SGrealestate.sg

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