How We Sold Coastal Breeze Residences

Hey there!

I’m Alan Koh, the Listing Lead from the PropertyLimBrothers team.

Today, I will be sharing how our team sold a listing at Coastal Breeze Residences, and the challenges and solutions we faced along the way.

Coastal Breeze Residences is a condominium located in the estate of Loyang Besar, Paris Ris. Built-in 2012, it is a relatively new condominium within the area. Also, the residence is just a 5-minute walk away from the neighbourhood mall, Downtown East.

The previous owners of the unit, Siong San and Rebecca, were looking to upgrade their lovely home to landed property. Thus, the married couple has decided to sell off their unit at Coastal Breeze.

Here are some initial problems faced when we saw the listing:

1. Inaccessibility of the residence; there was a lack of public transport driving into the vicinity.

2. The residence is located beside a church, and the unit is viewing the Cherry Loft chalet.

3. The unit has an open kitchen concept, which may not be favoured by many.

4. Many competitors were located around the same area.

What solutions did we plan for?

1. Emphasize to potential buyers on that the residence is just a 5-minute walk away from Downtown East.

2. Assured and invited viewers to come during weekends to take a look if the residence was crowded / noisy from amenities around the residence.

3. Reinstatement costs of the open kitchen concept to a close concept kitchen.

4. Made use of promotional tools (YouTube videos) as a form of advertising, to differentiate the unit between competitors.

Despite having found productive solutions to the initial problems we first faced; there were many new problems when the listing was being marketed to the public.

This included:

1. Having a healthy viewership on promotional videos but had no offers.

2. The unit can be messy during viewings, due to the tenant living in the apartment.

3. When the tenant moved out, the unit is empty with no furniture – making it hard for viewers to visualize.

New solutions we planned for:

1. We decided to re-launch the whole marketing plan after 10-months, due to the low/stagnant viewings.

2. Re-film the promotional videos of the unit with home staging, to give viewers a better visualization of the unit with furniture.

3. Made use of an interior designer to draft out 2D / 3D renderings of the unit.

With the revamp of our marketing approach, we have managed to sell the unit after a total of 12 months!

The unit was eventually sold to a Malay family, who stumbled upon our Facebook post. The family had decided to buy the unit as they appreciated the view, layout, and breeze of the apartment.

The unit was sold at $1.16 million, after a valuation from major banks (UOB, DBS).

From this experience, I have learnt that although a unit may seem tough to execute, with the right amount of determination, and proper marketing strategies – it is never impossible to sell off a unit!