Units fetch average price of $1,150 psf

The public launch of The Scala yesterday drew a huge turnout and defied official data of slowing private home sales in recent months. Over a thousand property buyers turned up and balloted for a chance to make a purchase.

The developer, Hong Leong, said it had sold over 75 per cent of the 468 units available as of yesterday. It said the units, sized between 474 and 2,142 square feet, were sold at an average of $1,150 per square foot.

Hong Leong also said that the buyers comprised a good mix of HDB upgraders and investors, with local buyers making up the majority.

Buyers who spoke to MediaCorp said properties in the central area were out of their price range. Instead, they picked The Scala because of its suburban location.

One of them is Mr Andrew Low, 43, an IT manager at an insurance firm, who wanted to buy a two-bedroom unit for investment. He said: “The Scala should not be affected by the recent dip in private sales. It is close to the Lorong Chuan MRT and near the NEX Mega Mall. I see a 10- to 20-per-cent increase in prices in two years.”

Some buyers were also encouraged by the potential rental yields as they reckon that the units can attract expatriates due to their proximity to international schools.

“If I rent it out, I’m looking at a monthly rent of between $3,000 and $4,000 a month. If not, I can move in here myself,” said Mr Low.

Also looking for a two-bedroom unit was Mr Zhao Han, a permanent resident from China, who had been working here as a technical specialist in the automotive industry for three years.

He said: “Mainland Chinese have too much cash but they can only invest in property because other sectors like manufacturing and enterprises in China have not been fully developed yet.”

Ngee Ann Polytechnic real estate lecturer Nicholas Mak said that bullish property investors may be willing to pay a premium and push the property prices higher still. “At $1,150 psf, the price can still go up to $1,200 and some units may even reach $1,250,” he said.

Source: Today, 29 Jul 2010

200 units at The Scala in Serangoon snapped up at launch yesterday

HUNDREDS of eager buyers yesterday braved the early morning rain, making a beeline for the public launch of Hong Leong’s The Scala, as keen interest in mass market condominiums shows no sign of abating.

Demand for the 300 or so remaining units of the 99-year leasehold project near Lorong Chuan MRT station was so strong that balloting was needed to sort out who got to enter the showflat first.

By late morning, more than 800 property agents and potential buyers who had submitted blank cheques had packed the balloting tent at the condo site in Serangoon Avenue 3. This is the biggest turnout at a mass market public launch since Trevista in Toa Payoh and Hundred Trees in the West Coast area were launched late last year.

A private preview was held on Tuesday for Hong Leong staff and buyers who had registered their interest with the developer. About 150 units were sold then.

Hong Leong said that as of yesterday, more than 75 per cent of the project’s 468 units had been sold. That means more than 350 were sold, of which about 200 went yesterday.

Ngee Ann Polytechnic real estate lecturer Nicholas Mak said the condo had set a benchmark price for new projects near MRT stations in the north-east.

‘There is a demand for mass market homes among investors and they generally feel more comfortable buying projects near MRT stations,’ he said.

Mr Colin Tan, research and consultancy director of Chesterton Suntec International, said: ‘The market is still hungry, and the proximity of the project to the Circle Line has given (buyers) a reason to buy.’ He said worries over the euro debt crisis had receded so buying sentiment had turned positive again.

Property experts say the strong demand for mass market homes is expected to continue, with prices set to rise about 7 per cent in the second half of this year.

The Government is rolling out a record number of residential sites in the second half of this year, and has assured buyers that there will be no shortage of homes.

Units at The Scala, in five residential towers, are between 474 and 2,142 sq ft each and range from one- to four-bedroom apartments. They were sold at an average of $1,150 per sq ft (psf).

In terms of total price, the smallest units were priced from $600,000 while the four-bedders were from $1.5 million.

Hong Leong said the buyers, mainly locals, comprised a good mix of HDB flat upgraders and investors.

Most buyers The Straits Times spoke to listed as key selling points the project’s close proximity to newly opened Lorong Chuan MRT station and the range of amenities such as the NEX mega mall due to be completed next year.

Some buyers also cited nearby schools such as the Australian International School and the Stamford American International School. They said this could mean high rental yields.

Sales executive Tammy Lim, 30, bought a two-bedroom unit. She said the project is near her parents’ home.

In addition, the project is close to schools that her three-year-old daughter could attend later, she said. ‘Prices keep increasing. We decided to buy now rather than keep waiting.’

Nearby Chiltern Park condo, completed in 1995, saw an average selling price of $746 psf for five units sold last month, according to caveats lodged with the Urban Redevelopment Authority.

The Scala is expected to be completed in the first quarter of 2014.

Source: Straits Times, 29 Jul 2010

MORE than 75 per cent of the Hong Leong group’s latest residential project, The Scala, has been sold at prices averaging $1,150 per square foot.

The 468-unit development in Serangoon Avenue 3 was publicly launched yesterday.

Hong Leong said yesterday that the units sold at the 99-year leasehold project are spread across five residential towers that feature one to four-bedroom units ranging from 474 square feet to 2,142 sq ft.

Buyers comprise a mix of Housing & Development Board upgraders and investors, with the majority being Singaporeans.

Betsy Chng, Hong Leong’s head of sales and marketing, attributed the strong response to the project’s location, unique features, finishing and pricing.

The Scala is next to the Circle Line’s Lorong Chuan MRT Station and near several schools, including St Gabriel’s Primary, Yangzheng Primary, Nanyang Junior College, the Australian International School, Stamford American International School and Lycee Francais de Singapour.

It is also close to a bus and MRT interchange at Serangoon Central, and the soon-to-be-opened NEX mega mall.

The project is slated for completion in the first quarter of 2014. Apart from the usual condominium facilities, The Scala will have features such as pavilions with wood-fired pizza ovens and teppanyaki hotplates, a Harvest Garden and a Green Gazebo.

Source: Business Times, 29 Jul 2010

Toppish price may send inadvertent signal to restart confirmed list sales

EVEN as the dust settles on Hong Leong Group’s top bid at last week’s tender for a 99-year condo site at Chestnut Avenue, a discussion in some circles now centres on whether Hong Leong overpaid for the site.

As expected, Housing & Development Board said yesterday evening it has awarded the site to Sunny Vista Developments (a subsidiary of City Developments) and Hong Realty.

The two companies are part of the Hong Leong Group and teamed up to place the top bid of $143.68 million, which works out to a much-higher-than-expected land cost of $280 psf per plot ratio (psf ppr).

Some rival developers believe Hong Leong’s breakeven cost may be around the $600 psf mark and its projected average selling price near the $700 psf level. Sources, however, suggest the group may have been eyeing a much higher average price, in the high-$800 psf range, when it cast its bid.

That would set a benchmark for a 99-year leasehold condo in the area.

Hong Leong Group executive chairman Kwek Leng Beng said in a written reply to BT: ‘We can see potential in an area where some others may not… We are very familiar with this locality… There is now a lack of good and affordable residential developments in the vicinity. We are confident that there is a vibrant market there.’

The tender attracted 13 bids and marked the first time in about a year that the government had sold land for private residential development. Clearly, developers are famished for land after a stretch of strong housing sales over the past six months. The Chestnut Avenue plot in the Bukit Panjang area was on the government’s reserve list when it was triggered for release after a successful application by a developer that undertook to bid at least $62 million or about $121 psf ppr.

Here are some indicators of Hong Leong’s bullishness. Its bid was 2.3 times the minimum price. Seven of the 13 bids were bunched in the $169-182 psf ppr range; the winning bid was 54 to 66 per cent above this.

Hong Leong’s bid was 11.3 per cent higher than the next highest offer of $251.60 psf ppr placed by rival Far East Organization. The site is not near an MRT station but one advantage of its location is that units on the upper floors of a condo on the site will enjoy views of the nature reserve next to Upper Peirce Reservoir. Hong Leong’s new project on the site is expected to be profitable, but it remains to be seen just how high a price it will be able to achieve.

The aggressive winning bid has set the stage for toppish bids at next month’s tender for a ‘hotter’ site at Dakota Crescent next to an MRT station, fronting Geylang River and much closer to the city. It will also raise pressure on other reserve list sites that are triggered. In other words, land prices are set to escalate. Ditto for the prices at which developers later market new projects on these sites.

Mr Kwek insists that the outcome of the Chestnut Avenue tender shows the reserve list system – where the government launches a site for tender only upon successful application by a developer – is working well. ‘The property market has still not fully recovered yet and although the economy is improving, it has not recovered too,’ he added.

Last October, the government suspended sales of sites on the confirmed list, where sites are launched for tender according to scheduled dates. Instead, it has offered sites solely through the reserve list; this market-led approach was thought to be suitable amid the housing sales slump at the time.

However, in the first seven months of this year, developers sold a stunning 10,017 private homes – more than double the 4,264 units they sold in the whole of 2008. This has enabled developers to flex their muscles. Prices of mass-market condos today are about 10-15 per cent higher than the lows of Jan-Feb 2009, according to one developer’s estimate.

One reading of last week’s tender result is that some developers do not believe the pace of land sales from the reserve list will be fast enough for them to replenish their mass-market housing landbanks – despite the fact that three such sites had already been triggered in the one month preceding last week’s tender close. And the likes of Mr Kwek thus need to bid aggressively to get their hands quickly on some much-needed land.

Here’s a possible signal he may have inadvertently sent to the authorities, who are keen to assure the home buying public there is enough supply of private homes and land: please expedite the release of more land.

There may be a case now for government to transfer a few of the nicer sites from the current reserve list to the confirmed list, and start launching them soon. It could also replenish the reserve list.

But selling land only through the reserve list – where government waits for a developer to apply for a site and undertake to bid at a minimum price acceptable to the state before it launches the site – can take some time.

It may be opportune for government to take the unprecedented step of restarting confirmed list land sales midway through the current suspension for H2 2009.

Time is of the essence now as developers run out of land to build entry-level private condos on. And keeping the dream of upgrading to a private condo within reach of HDB upgraders is an important part of the Singapore housing story.

Source: Business Times, 26 Aug 2009

With 1,423 private homes sold in H1, it is far ahead of all other developers

Brisk weekend sales indicate continuation of strong momentum

SALES of new condominium projects continued at a robust pace last weekend, despite some developers starting to test the market with slightly higher prices.

Buyers picked up 120 units at Waterfront Key in Bedok Reservoir at an average price of $735 per sq ft (psf), even though that price is higher than that at the neighbouring Waterfront Waves condo, where units are going at $700 psf on average.

Both are 99-year leasehold projects and are being jointly developed by Far East Organization and Frasers Centrepoint.

In the Upper Changi area, Hong Leong Group sold 50 more units of The Gale on Flora Road at prices ranging from $650 to $725 psf – up from $650 to $700 psf the previous weekend. This makes 265 units sold to date at the 329-unit freehold development, or about 80 per cent.

In the higher-end segment of the market, City Developments (CDL) has also raised prices for its newly launched Volari@Balmoral by 2 per cent, after it saw a fairly good take-up rate over the weekend.

CDL released 65 units out of a total of 85, and sold about 55 of them. The average price of the units sold was over $2,000 psf, it said in a press release.

The developer added that almost half the buyers were foreigners. Prices start from $2.7 million for a two-bedroom unit.

The transactions over the weekend indicate that this month’s home sales figures are likely to maintain the strong momentum started in February, which has seen more than 1,000 new homes sold every month.

Another interesting point: fewer buyers appear to be taking up the interest absorption scheme, which allows them to defer the bulk of their payments until their apartment is completed but often at a higher price.

Only a third of the buyers at The Gale took up the interest absorption scheme. About 20 per cent of Volari@Balmoral‘s buyers opted for the scheme, which means they paid 2 per cent more for their units.

At Waterfront Key, ‘practically all’ the buyers went with the normal progressive payment scheme, said Far East Organization’s chief operating officer Chia Boon Kuah. This could be because interest absorption for this project comes at a 4 per cent premium.

When asked why the prices were higher at Waterfront Key than at Waterfront Waves, Mr Chia mentioned the project’s ‘thoughtful facilities’, including three outdoor villas and two ‘island villas’, as well as the fact that all units would have views of either the park, reservoir or pool.

The developers released 176 units at Waterfront Key last Friday. A further 102 units will be released during the project’s public launch this Saturday. The condo has 437 units in all.

Of the buyers last weekend, about 60 per cent were HDB upgraders, said Mr Chia. They bought mainly the smaller units: all the 57 two-bedroom units from the first to 15th storeys have been sold, at prices starting from $593,000. The four-bedders, which are 1,518 sq ft in size, are going for up to $1.42 million each.

Source: Straits Times, 21 July 2009