Property analysts said developers will probably have to get more creative in
order to move sales after the introduction of new cooling measures
recently.
One developer told Channel News Asia that it is planning to
complete its condominium project a year ahead of schedule to entice
buyers.
To date, 380 of the 500 units launched at
La Fiesta at Sengkang
have been sold. There are 810 units at
La Fiesta in total.
Most of the
deals were done before the cooling measures kicked in on January 12.
Since then, sales have cooled and just eight units were sold over the
weekend.
Its developer, EL Development, has offered discounts of up to 24% off the selling price.
On average, a unit at
La Fiesta cost
about $1,125psf after discount.
It hopes to deliver the new
units a year ahead of schedule by June 2016.
The committed date for
delivery of the units was originally set at June 2017.
It will start work
earlier and adopt more efficient construction techniques.
Lim Yew Soon,
managing director at EL Development, said: "Initially, we are thinking of
starting in April, May. We will speed up our construction progress, we intend to
commence construction in March, early March. By completing our project earlier,
we believe we will be able to draw buyers who are looking for
self-occupation."
Mr Lim said this could raise construction cost by two
to five per cent, which it will absorb fully.
The developer will also
roll out its new marketing campaign for the project this week.
Going
forward, EL Development will also devote more resources to explore opportunities
in overseas markets like the Iskandar region in Malaysia, Myanmar and China.
Meanwhile, analysts said many developers have offered extra discounts to
cushion the impact of the increase in Additional Buyer's Stamp Duty
(ABSD).
Colin Tan, director of research and consultancy at Chesterton
Suntec International, said: "If you are in the midst of a launch, the developer
can't have sales stagnating. The best thing they could do is to absorb the ABSD.
That is why the discounts that they are giving is around five to seven per
cent."
Singaporeans buying their first home will not be affected by the
latest round of cooling measures and some analysts said developers can look at
packaging their products to target this group of buyers.
Beyond current
projects, analysts expect developers to work at right sizing units and
maximising space usage or explore other property segments.
Chia Siew
Chuin, director of research and advisory at Colliers International, said: "The
way to go is still catering to families with room types catering to them but
because of the affordability issue, developers may be prompted to look at
smaller sizes of apartments. This is of course not to the extent of Mickey Mouse
apartment."
Nicholas Mak, executive director at SLP International
Property Consultants, said: "Another way is that the developers may start to
look at developing outside the residential market. For example, they may be
looking at the commercial property market or industrial property market
locally.
"If the developers were to venture into the industrial
development market, they have to be aware that they should build industrial
units that are suitable for end-users and not retail
investors."
Creativity aside, analysts said developers must be careful
that their marketing activities do not contradict the intention of the cooling
measures.
Source: Channel News Asia