Property News · February 14, 2020

Developers exploring ways to safely market projects amid Covid-19


Developers are eyeing to ramp up efforts in areas like online marketing, such as interactive brochures, curating content for social media and 3D video walkthroughs to simulate showflat visits. Photo: Parc Canberra EC
Despite having implemented precautionary measures previously at their showflats, developers in Singapore are exploring different means to market their residential projects safely after Singapore’s Disease Outbreak Response System Condition (DORSCON) was raised to Orange amid the Coronavirus outbreak, reported The Business Times.
Even with the virus, life goes on
Edmund Tie & Company’s Senior Director (Research and Consulting) Alice Tan said developers are eyeing to ramp up efforts in areas like online marketing, such as interactive brochures, curating content for social media and 3D video walkthroughs to simulate showflat visits.
“We have seen a rise in enquiries from developers keen to step up digital solutions to market and transact with buyers who are naturally apprehensive of crowds or contact,” said Chief Executive Officer of Showsuite Karamjit Singh.
“These include allowing them to view their showflats virtually through 360-degree photography, having the buyers sign pre-sale documents digitally and paying deposits electronically using our e-payment feature from the comfort of their homes.”
Nicholas Mak, Head of Research and Consultancy at ERA Realty, shares a similar sentiment, saying that developers mulls using technology along with other methods to reduce the risks for prospective buyers. But he noted that most buyers still want to visit a showflat before deciding on a purchase.
For its part, ERA has introduced a digital contact tracing and health declaration form through its mobile app, enabling clients to provide their details and submit it to their property agents digitally.
Through such app, agents will be able to trace their clients’ viewing records. The data will also help the company identify close contacts, who may be at risk of infection in the event there is a confirmed case of the virus.
Meanwhile, in preparation for upcoming launches, developers are discussing with Showsuite on the best implementation of either digital or live video-streamed balloting for buyers to preserve transparency and fairness, said Singh.
For instance, executive condominium (EC) Parc Canberra’s co-developers Hoi Hup Realty and Sunway Developments opted to live-stream the balloting process. After asking their applicants to personally drop off their ballot tickets over two days at the sales gallery in the presence of an auditor, the balloting process will be broadcasted live at Parc Canberra’s Facebook page on 14 February.
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Successful applications will then be asked to visit the sales gallery during specified time slots on 15 February to book their preferred unit.
Aside from digital measures, reduced operating hours for sales galleries are likewise being explored.
As an example, UOL Group’s projects The Tre Ver and Avenue South Residence, are only available for viewing on appointment-basis from Monday to Thursday, while the showflat remains open from noontime to 6pm from Friday to Sunday.
Another developer, Wing Tai Asia, who will be launching its 522-unit The M condominium for public preview on Saturday, will schedule potential buyers to visit the sales gallery at different times as well as limit the number of people inside to avoid the build-up of large crowds.
While others are exploring ways to avoid personal contact, EC OLÁ Residences in Sengkang by Evia Real Estate and Gamuda Land is set for launch on 15 February and assures a “carnival atmosphere” with jugglers, dancers and stilt walkers within a 17,000 sq ft interactive sales gallery.
However, “should the situation turn more serious, we have prepared videos for buyers and online bookings to enable buyers to select units”, said Vincent Ong, managing partner of Evia.
When it comes to marketing residential projects digitally, the positioning of the project matters. In the case of high-end projects, the look and the feel of the showflat is important to entice buyers.
Hence, “high-end projects may still have to stick to an on-site strategy as prospective buyers also need dedicated face-to-face time with agents and bankers”, said Tan.
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Victor Kang, Digital Content Specialist at PropertyGuru, edited this story. To contact him about this or other stories, email victorkang@propertyguru.com.sg

Source : proppertyguru.com.sg/Property Market
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