Property developers are finding more unique ways to promote their projects. For instance, the developers behind the Heron Bay executive condominium (EC) in Upper Serangoon View (pictured) are offering prospective buyers a brochure that could easily pass for a coffee table book, according to a Business Times report.
The book has a light brown cover and features sketches of dandelions, dragonflies and butterflies. At 140 pages, the marketing brochure is believed to be the thickest one around.
Vincent Ong, Managing Partner at Evia Real Estate Management, one of Heron Bay’s developers, said hard-copy publications are an important tool for enticing buyers, even in this digital age.
Most brochures, including those from other developers are considered mementos of what is probably someone’s largest purchase in their lifetime. Notably, prospective home buyers still prefer printed brochures over digital versions.
“Comparison of floor plans and simultaneous reference to the site plan simply cannot be done on a digital brochure,” said Ong.
At the same time, the consortium behind the development, comprising Evia, CNH Investment, See Hup Seng and Ho Lee Group, employed a design firm to create the Heron Bay brochure.
Tiah Nan Chyuan, Director at design firm Farm, said it took three months to produce the brochure, which involved research on the flora and fauna around the site. This is how the collared kingfisher, grey heron and flowering Lantana camara came to be featured.
Furthermore, the brochure also has discount coupons that can be used at various establishments in the area such as Uncle Leong Seafood restaurant and SmileArts dental studio.
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