Emerald Katong Boosts District 15 New Home Sales Continuum Emerges Top Beneficiary
Robust weekend sales were seen at the recently launched Emerald of Katong by Sim Lian Group, with 99% of its 846 units snapped up over three days. As of November 30, 825 units (97.5%) have been sold at an average price of $2,617 psf. 13 units were not taken up following the launch, but the remaining units were quickly snapped up in a balloting session that same morning. The launch of Emerald of Katong had a positive impact on neighbouring projects in the prime East Coast area of District 15: Tembusu Grand, Grand Dunman, and The Continuum. Transactions at these projects have seen healthy activity since November, with prices ranging from $2,531 psf to $3,084 psf. The Continuum, in particular, has shown strong performance, with 126 units sold in a month, signifying a 64.7% sales rate. The average price at Emerald of Katong is $2,617 psf, while The Continuum, being freehold, has an average price of $2,788 psf, representing a premium of only 6.53%. This has resulted in a higher demand for units at The Continuum, resulting in 49% of its units being sold prior to the launch of Emerald of Katong. This creates a favourable situation for buyers, who will have more available units to choose from. Additionally, The Continuum has seen healthy sales in November, with 13 units moving within three days. Overall, new home sales in November 2025 have reached 2,805 units, surpassing the previous peak of 2,793 units in March 2013. With an expected uptick in take-up rates now that the November sale results are known, PropNex expects this to have a positive impact on 2025’s take-up rate. As an example, many unsuccessful buyers from the Emerald of Katong launch are now seeking alternatives, leading to a boost in new home sales at the start of 2025.
Launched a fortnight ago, Sim Lian Group’s Emerald of Katong saw robust weekend sales, with 99% of its 846 units snapped up over three days.
As of Nov 30, caveats lodged for Emerald of Katong show that 825 units (97.5%) have been sold at the new 99-year leasehold private condominium on Jalan Tembusu, achieving an average price of $2,617 psf. Despite the good sales result, there were 13 units that were not taken up following the launch, due to buyers backing out of their purchases. This was because the units were not snapped up as fast as they expected. However, in response to the buyers backing out, the developer held a balloting session for the 13 units on the morning of November 30. “Over 800 expressions of interest were received, and all 13 units were taken up,” says Ismail Gafoor, CEO of PropNex. This is a testament to the strong demand for units at Emerald of Katong.
Emerald of Katong’s launch created a ripple effect on neighbouring projects in the East Coast area of prime District 15. Adjacent to Emerald of Katong is the 638-unit Tembusu Grand, developed jointly by City Developments Ltd (CDL) and MCL Land, which is situated at Jalan Tembusu. Since the start of November, 52 units have sold, bringing cumulative sales to 581 units or 91% to date. Currently, the average price achieved is $2,445 psf. Moreover, the 1,008-unit Grand Dunman by SingHaiyi is located on Dunman Road. Since November 11, the 99-year leasehold development has seen 18 units sold, bringing cumulative sales to 731 units (72.5%). This was achieved at an average price of $2,531 psf. Meanwhile, The Continuum, which is an 816-unit freehold condominium along Thiam Siew Avenue, was developed by joint venture partners Hoi Hup Realty and Sunway Developments. Since Nov 9, a total of 126 units have been sold at The Continuum, and the overall sales figure has reached 528 units (64.7%) as of Nov 30, based on caveats lodged. The average price achieved by The Continuum stands at $2,788 psf. The strong sales results at the recently launched Emerald of Katong have had a positive impact on neighbouring projects that are situated around District 15. Transactions at these projects have seen healthy activity since November, with prices that range from $2,531 psf to $3,084 psf.
The biggest beneficiary of Emerald of Katong’s launch was The Continuum, which is an 816-unit freehold condominium along Thiam Siew Avenue developed by joint venture partners Hoi Hup Realty and Sunway Developments.
Since Nov 9, a total of 126 units have been sold, bringing overall sales to 528 units or 64.7% (Photo: Samuel Isaac Chua/EdgeProp Singapore).
Prior to the launch of Emerald of Katong, The Continuum was 49% sold, leaving 51% of its units still available. “With more available units, buyers had more choices,” says Ismail Gafoor, CEO of PropNex. “In comparison, many of the smaller units at Grand Dunman were already sold.” Moreover, Gafoor believes that the pricing at The Continuum has been a factor that has driven its strong take-up rate. The average price at the 99-year leasehold Emerald of Katong is $2,617 psf. In comparison, The Continuum, being freehold, achieved an average price of $2,788 psf – a premium of just 6.53%. “Typically, a freehold project commands at least a 15% to 20% premium over a 99-year leasehold project in the same neighbourhood,” Gafoor explains. “Homebuyers recognized the value proposition and were quick to switch to The Continuum.” This trend is further testified by the recent sales turnover, as the highest psf prices were achieved for the 484 sq ft one-bedroom and 624 sq ft two-bedroom units on high floors. Specifically, 21 such units were snapped up during the launch at an average price that ranged from $2,901 to $2,958 psf, based on caveats lodged. By contrast, The Continuum transacted 13 units that were priced above $3,000 psf. Of these, 11 units were sold this November, including nine two-bedroom, high-floor units with sizes ranging from 646 to 721 sq ft. These units were sold at prices ranging from $3,003 to $3,084 psf. In addition, two compact three-bedroom units measuring 872 sq ft were sold at prices that ranged from $3,003 to $3,060 psf. Furthermore, for occupants who are on lower floors, some three- and four-bedroom units ranging from 1,066 sq ft to 1,270 sq ft were sold at prices that ranged from $2,667 to $2,681 psf during the past month.
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“November is shaping up to be a strong month for new home sales, providing a significant uplift for the year before the December holidays,” says PropNex’s Gafoor.
Based on caveats lodged to date, new home sales in November 2025 have reached 2,805 units, exceeding the peak of 2,793 monthly private new home sales that were recorded in March 2013, according to Hutton Data Analytics. The robust take-up seen in the month of November will have a positive impact on take-up rates in 2025. Emerald of Katong is a prime example: with over 800 cheques received for just 13 units on Nov 30, many unsuccessful buyers will now be seeking alternatives. “This will undoubtedly boost new home sales at the start of 2025,” Gafoor concludes.