Optima @ Tanah Merah, Singapore
Located in the eastern part of Singapore, Optima @ Tanah Merah consist of 5 blocks of 297 units. Situated right next to the Tanah Merah MRT Interchange, the development is only a station away from the upcoming fourth university and Changi International Business Park and 2 stops to the Changi International Airport. Optima @ Tanah Merah offers buyer a choice from 1bedroom to 4 bedroom units and limited number of Sky Villas.
The brief
Savills was appointed as one of the joint marketing agents to spearhead the marketing campaign for the launch Optima @ Tanah Merah. The project was completely sold out within 3 days ahead of its expected launch date and achieving a record breaking price in the vicinity.
The client
TID Pte Ltd (JV between Mitsui Fudosan & Hong Leong Group)
What the client said
“Client was extremely please with the way Savills conducted the entire launch. The advice on the pricing was marked to the market and the way Savills handled the launch demonstrated its professionalism and abilities to handle massive projects and achieve results way above expectation.”
Our solution
Savills was appointed as the joint marketing agent for 297 units at the Optima @ Tanah Merah. Our key duties were to offer advice to the client on realistic pricing and planning the marketing campaign ranging from advising on the marketing collaterals, showflat layout as well as the timing and procedure for the launch.
How we added value
Some of the key elements to our success were our ability to strategically coordinate the pre-marketing effort and generate interest in an area where there have not seen any launches for the past years. The interest generated from the pre-marketing effort resulted in a queue of potential buyer queuing for the development days ahead of the launch. Due to the overwhelming response from the pre-marketing effort, Savills further advice the client to implement a first in the market balloting exercise for 297 units. The projects was eventually sold out within 3 days ahead of its launch and achieving record breaking price both in the vicinity and for the market.
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