News > How Emerald of Katong Boosted Sales for New Launches in District 15

How Emerald of Katong Boosted Sales for New Launches in District 15

5 December 2024

District 15 (D15) has long been a favourite among property buyers for its unique blend of seaside charm, rich heritage, and excellent connectivity. The successful launch of Emerald of Katong in November 2024 has significantly impacted the sale activities within D15, especially for previous new launches like The Continuum, Grand Dunman, and Tembusu Grand.

Emerald of Katong – New Launch Condo in D15

When Emerald of Katong launched in November 2024, it achieved an extraordinary milestone, selling 99% of its units (841 out of 846 units) and emerging as one of the most successful launches of the year. Offering a wide variety of 1- to 5-bedroom units, the leasehold project catered to diverse buyer preferences.

Situated just a 10-minute walk from both Katong and Marine Parade MRT stations, and in close proximity to East Coast Park and numerous dining options, Emerald of Katong provided unmatched convenience. Units have been transacted at an average price of $2,636 per square foot (PSF) in November. The project's success was a catalyst for renewed attention to the D15 property market, boosting sales across other new launches.

Image: Emerald of Katong on Map View. Source: RealInsight

The Ripple Effect on District 15's New Launches

The buzz generated by Emerald of Katong’s success created a ripple effect, reviving sales momentum for earlier launches. This was especially evident in the performance of The Continuum, Grand Dunman, and Tembusu Grand, as buyers redirected their interest toward these developments after Emerald of Katong’s near sell-out.

Image: Monthly Transaction Volume of The Continuum, Grand Dunman and Tembusu Grand in 2024. Source: RealInsight

The Continuum

The Continuum recorded a significant spike in sales in November 2024, with 135 transactions—its highest monthly sales since its launch in May 2023. This surge followed months of more modest volumes, with just 10 units sold in September and 8 in October.

Buyers who missed out on Emerald of Katong were drawn to The Continuum, enticed by its position as the only freehold new launch option in District 15. Remarkably, its average PSF in November is $2,609 – a 2% lower than Emerald of Katong’s, a stark contrast to the historical gap of 38% between freehold and leasehold properties. This attractive pricing significantly enhanced its value proposition, representing a great alternative to Emerald of Katong for those looking to live in D15.

Image: Monthly Transaction Volume and Price PSF of The Continuum in 2024. Source: RealInsight

Grand Dunman

Grand Dunman also saw its sales volume increase in November, recording 19 transactions compared to 8 in October and 7 in September. As a large-scale development offering comprehensive amenities and a range of 1- to 5-bedroom units, Grand Dunman benefited from the heightened attention District 15 received during Emerald of Katong’s launch. Since its launch in July 2023 to date, 73% of its 1,008 units have been sold, with transactions averaging $2,544 PSF.

Image: Monthly Transaction Volume and Price PSF of Grand Dunman in 2024. Source: RealInsight

Tembusu Grand

Similarly, Tembusu Grand experienced a notable uptick in sales, doubling its October figures to record 54 transactions in November, making it the project’s best month since its launch in April 2023. With 91% of its total 638 units sold to date, Tembusu Grand’s transactions average $2,463 PSF, further solidifying its appeal.

Image: Monthly Transaction Volume and Price PSF of Tembusu Grand in 2024. Source: RealInsight

*Data is accurate as of the published date of this article.

*Disclaimer: Our real-time database is updated every time a transaction is submitted by an agency. While we strive to maintain the accuracy and completeness of the data, please note that transactions may not always be completed, and information provided may be subject to change or error.

All analytical and visually interpreted data in this report is powered by RealInsight, a powerful tool for property developers, investors and institutions. It offers a complete solution for development planning or portfolio building by providing access to real-time data regarding properties, developers, land sales and data analytics tool for market research and reports. Find out more about RealInsight here.

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