Property developers in Singapore rely on technology to safely market projects

To help flatten the curve, some have resorted to 3D walkthroughs and other digital solutions 

As potential buyers are derailed by the COVID-19 pandemic, real estate developers have adopted other means to securely advertise residential projects, particularly through online marketing. 

According to Jason Gregory, managing director of PropertyGuru FastKey, “the movement restrictions imposed from the COVID-19 crisis has prevented developers from adopting traditional means of selling projects, they are now seeking other avenues to engage potential customers without the use of their Sales Galleries.”

“For the past few months, we have witnessed a huge increase in developers’ interest in employing our software to engage with buyers online in facilitated webinars or conference calls. Most of these developers are particularly interested in our capacity to virtually showcase all projects, manage potential leads and close deals – using a single platform,” he added.

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Senior director of research and consulting at Edmund Tie & Company Alice Tan shared the same sentiment to SGSME, saying that these developers are looking to implement interactive e-brochures, curate content for social media and utilise 3D walkthroughs so potential buyers can virtually walk through their showflats.

As for ERA Realty, head of research and consultancy Nicholas Mak said that they have released a health declaration form and digital contact tracing through their mobile application to identify whether anyone is at risk of infection or at the very least, pinpoint close contacts in the event of a confirmed case.

Some developers have also decided to cut down visiting hours of their Sales Galleries for clients who prefer to visit.

UOL Group said that viewings of their two projects are available by appointment only from Monday to Thursday. Meanwhile, Wing Tai Asia revealed that they schedule potential buyers at different times and limit the number of people coming to their gallery to avoid large crowds.