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
Discussions: http://sg-realestate-sg.blogspot.com/
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| La Fiesta & QBay Residences |
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| 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
Huttons Asia Pte Ltd
Mobile: (65) 9184 0208
Website: http://www.SGrealestate.sg
Sales Enquiry: mervintang@SGrealestate.sg
Discussions: http://sg-realestate-sg.blogspot.com/
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