DEVELOPERS' SALES STRATEGY IN RESIDENTIAL PROJECTS

Abstract

Determining the right time to launch a new residential project is critical to the success of a developer as it will determine if the company will attain the level of expected profits planned for the development. This study aims to investigate sales strategies of developers in Singapore and the relationship between rate of sales and pricing and supply strategies of developers. The questions (objectives) it aims to examine are (1) to analyse market timing and property types and market conditions. (2) To test the correlations between Selling Price and property and market specific variables. (3) To examine the degree of market leadership by major developers in influencing market pricing and launch decisions. Data of residential property launches in the last 5 years were collected via REALIS and the 25154 observations were processed. Hedonic regressions ran for the studies shown that the supply and pricing decisions are influenced largely by factors representing time performance and location of the properties. Lastly, while it is evident from all the models that developers are indeed price takers with no statistically significant result suggesting that they influences the selling price. It is also evident that the major developers do have a certain amount of market leadership in selling their units via Pricing and Supply strategies.