Enticing showflats attract more buyers, say experts

Developers are aware that aside from a good location, an attractive showflat can also lure buyers into acquiring a property.

“Generally, the showflat is the primary marketing tool for developers to promote their new condominium,” said Elson Poo, General Manager of Marketing and Sales at Frasers Centrepoint Homes.

Albert Foo, General Manager of Marketing at Keppel Land, said: “Showflats are modelled closely after actual units.”

“The interior design styling, fittings and finishes also mirror the actual product. There are clear indications where modifications have been made to the showflat or when a particular product is not included in the purchase,” added Foo.

According to Joyce Sng, Assistant General Manager of product development at UOL Group, building showflats within the development site provides buyers with a clearer picture of the actual property as well as attributes of its surroundings.

Developers usually hire interior designers to carry out their design plans for the showflat and one or more firms can be involved depending on the number of showflats needed.

Sng said that in order to meet the needs and aspirations of customers, “we select interior designers based on the target customer segment”.

“To nail the interior design that exudes the lifestyle we envisage, communication with the designer is key. Once the interior designer understands our product positioning, we usually give him the free hand to unleash his creativity,” she added.

Developers and interior designers do no usually disclose the cost of showflats. As a general guide a two-bedder costs around S$90,000 to S$120,000 while a four-bedroom apartment showflat can range from S$120,000 to over S$400,000.

For some projects, developers have even created an outdoor setting to attract potential buyers, just like Frasers Centrepoint Homes’ Soleil@Sinaran showflat which comes with a spa pavilion complete with aromatherapy oils and massage beds to make it more realistic.

Source : PropertyGuru – 27 Jul 2012


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