Launching: The Scala at Serangoon Avenue 3

HDB upgraders are expected to be the majority of buyers, while price is pegged at an average of $1,100 psf.

Property name: The Scala by Hong Leong Holdings (HLH)

Location: D19, 131 Serangoon Avenue 3, Singapore 556112

Tenure: 99 Years

Launching: July-August 2010

T.O.P.: Mid 2014

Type: The Scala is located at Serangoon Avenue 3. This project takes up 17-floors with 468 units ranging from 1 to 4 bedrooms of 473 to 1270 sq ft. Earmarked for its cutting edge agricultural design, it is within walking distance to Lorong Chuan MRT, as well as the major CTE expressway and has amenities such as local and international schools and the upcoming $1.3 bn NEX Shopping Mall in the vicinity. Pricing is expected to be an average of $1,100 psf.

Analyst's forecast: This hotly contested land in 2009 which attracted 15 bidders where Hong Leong paid about $529 psf per plot ratio for the land area is an indicator of the potential of this site. Most of the buyers are expected to be HDB upgraders.

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