Introduction
Emerald of Katong, developed by Sim Lian Group, is set to become a standout residential development in District 15’s Tanjong Katong area. Utilizing the QPE (Quality, Price, Exit Strategy) framework, this analysis examines whether Emerald of Katong is a sound investment opportunity or an ideal choice for personal residence. Insights from neighboring developments and market trends provide a comprehensive perspective on its potential.
About the Development
Situated in the heart of Tanjong Katong, Emerald of Katong benefits from a prime location in Singapore’s East Coast. Sim Lian Group acquired the land at $1,069 per square foot per plot ratio (psf ppr), which is approximately 18% lower than the nearby Tembusu Grand plot and 20% lower than Grand Dunman. This cost advantage is significant and suggests potential savings for buyers.
Due to new harmonization rulings—where air-conditioner ledges are no longer counted as part of the strata area—the actual break-even price is estimated around $2,063 psf. This positions Emerald of Katong favorably against other new launches in terms of pricing.
Quality Analysis
Land Size and Facilities
Emerald of Katong occupies a generous land area of approximately 220,000 square feet, allowing for comprehensive facilities and ample open spaces. In an area where many developments are smaller, this extensive land size is a distinct advantage, promising residents a range of amenities that enhance livability and appeal to future resale buyers.
Design and Layout
While Sim Lian may not be renowned for cutting-edge architectural designs, the developer excels in creating practical and efficient layouts. Previous projects like The Botany at Dairy Farm and Treasure at Tampines have been praised by consumers for their functional unit designs. Buyers can expect thoughtfully planned floor plans that maximize space, especially in three-, four-, and five-bedroom units.
Location and Accessibility
Located just a 5- to 7-minute walk from the upcoming Tanjong Katong MRT station, Emerald of Katong offers excellent connectivity. It’s also a short drive to the East Coast Parkway (ECP) Expressway, providing easy access to the Central Business District (CBD) and other parts of Singapore.
Residents will enjoy the vibrant culture of Tanjong Katong, with a rich array of dining options, shopping centers, and recreational facilities nearby. The area is known for its heritage and lively atmosphere, adding to the appeal of living in this locale.
Views
The development is expected to offer attractive views:
- South-facing units may have partial sea views beyond the Amber area.
- East-facing units overlook the neighboring landed enclave and Katong Shopping Centre.
- West-facing units might receive afternoon sun but offer pleasant vistas of the Mountbatten estate.
Exit Strategy
Supply and Demand Dynamics
District 15 consistently experiences strong demand due to its desirable location and limited supply of new developments. The target audience includes local families, permanent residents, and expatriates seeking homes for personal use.
Educational Institutions
Proximity to reputable schools enhances the attraction for families. Nearby institutions include:
- CHIJ (Katong) Primary
- Tanjong Katong Primary School
- Haig Girls’ School
While these schools are well-regarded, they may not rank among the top-tier options like Kong Hwa School, but they still contribute positively to the area’s family-friendly reputation.
Potential for Growth
The East Coast area already enjoys robust demand without requiring significant transformation projects to drive property values. However, future developments—such as the potential redevelopment of the nearby golf course—could further enhance property values by adding vibrancy and new amenities to the neighborhood.
Price Analysis
Pricing Expectations
Given the lower land acquisition cost and estimated break-even price, Emerald of Katong is expected to be competitively priced. Anticipated selling prices may range between $2,250 to $2,350 psf. This presents a considerable price gap compared to nearby developments like Tembusu Grand and Grand Dunman, which average around $2,450 psf at launch.
Hypothetical Price Estimates:
| Unit Type | Size (sq ft) | Estimated Price Range |
| 2-Bedroom | 646 | $1.58M – $1.68M |
| 3-Bedroom | 904 | $2.25M – $2.35M |
| 3-Bedroom Flexi | 990 | $2.42M – $2.57M |
| 4-Bedroom | 1,152-1,259 | $2.8M – $3.3M |
Comparison with Resale Properties
When comparing to nearby freehold resale properties like One Amber and The Esta, which list two-bedroom units around $2.4M to $2.5M, Emerald of Katong offers more bedrooms and efficient layouts at similar or lower price points. For example:
- Emerald of Katong’s 3-bedroom unit may be priced similarly to a larger 2-bedroom unit in these older developments.
- Buyers gain the benefit of a newer property with additional bedrooms, modern facilities, and efficient design.
One Amber FH 2br – 958sqft Asking $2.4mil
https://www.propertyguru.com.sg/listing/for-sale-one-amber-25188673
Esta FH 2br – 1001sqft Asking $2.5mil
https://www.propertyguru.com.sg/listing/for-sale-the-esta-25372409
This comparison highlights the value proposition of Emerald of Katong for buyers prioritizing functionality and modern living spaces without the premium of a freehold title.
Comparison with Other New Launches
Emerald of Katong is likely to be priced approximately 10% lower than other new launches like Tembusu Grand and Grand Dunman. This lower entry price makes it the most affordable new launch in District 15, appealing to buyers who are price-sensitive yet desire a prime location.
Conclusion
Emerald of Katong presents a compelling opportunity as an affordable entry point into a prime residential area. If the development delivers on quality and maintains pricing around $2,300 to $2,400 psf, it stands out as a strong buy. Buyers gain access to:
- A strategic and vibrant location in District 15.
- Efficient and practical unit layouts suitable for families and individuals.
- Competitive pricing compared to both resale properties and other new launches.
Considerations for Buyers:
- For Investment: The strong demand and limited supply in the area suggest good potential for capital appreciation and rental yield.
- For Own Stay: The combination of location, amenities, and efficient unit designs make it an attractive option for long-term residence.
Potential buyers should align their decision with personal financial plans and long-term goals. With its strategic advantages and competitive pricing, Emerald of Katong is well-positioned to meet the needs of discerning buyers seeking value and quality in a prime Singaporean locale.
