Special Feature

Marcus Ramsey Goh – Singapore’s go-to agent for boutique condos

March 29, 2024 3:00 PM SGT

I have always felt a personal affinity for boutique projects, and I have made it the foundation of my 15-year career as a real estate agent, says Goh. (Picture: Albert Chua/The Edge Singapore)

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The market for boutique private residential developments in Singapore has seen a dramatic evolution over the past 15 years. However, only a handful of property agents boast the relevant developer connections and knowledge buyers need today to capitalise on this growth market.

Leading the pack is veteran agent Marcus Ramsey Goh, associate group district director of PropNex Realty. Over his 15year career in real estate, he has carved a niche for himself connecting buyers to the right boutique projects and by being a close confidant of developers here. For many developers marketing boutique projects, Goh is their goto choice when it comes to marketing their projects.

Boutique condos today are no longer the cramped shoebox apartments that were popular in the 2000s. We have seen a new generation of local developers, as well as millennial homeowners, enter the market with fresh new ideas and design concepts that have turned boutique condos into lifestyle-centric and affordable alternatives, says Goh.

Today, in addition to being investment assets that can hold and appreciate their capital value on the secondary market, boutique condos tick many of the criteria that selective homeowners are looking for, he says.

“Typically, boutique developments make up the bulk of freehold new launch projects each year as prevailing land prices and developer ABSD rates make it difficult for develop ers to secure freehold collective sale sites,” says Goh, adding that belief in the value of a freehold property is still deeply entrenched among local homeowners.

Goh’s experience and speciality in marketing boutique projects have allowed him to be the PIC on several projects.

“When shoebox boutique projects were popularised in the 2000s, the target group of buyers were generally landlord investors. But today, they are quickly overshadowed by a group of younger home buyers who are often dual income, no kids (Dink) couples and young families,” says Goh.

He says that these buyers generally shy away from megasized condo projects, preferring locations that are near amenities like schools and transport networks. “They prioritise privacy for themselves and their families and value the personal space that new boutique projects offer”.

Developers have also picked up on these lifestyle needs to transform the way they plan, design and develop their latest boutique projects. They have also relied on feedback from specialist agents like Goh to continuously improve their products.

“I have always felt a personal affinity for boutique projects, and I have made it the foundation of my 15year career as a real estate agent,” says Goh. He has been living in a boutique condo in Jalan Anak Bukit for several years now and as an agent, he has been appointed the Project In Charge (PIC) for several boutique launches over the past five years.

His experience and speciality in marketing boutique projects have allowed him to be the PIC for projects such as the 50-unit Noma on Guillemard Road, the 51-unit The Iveria on Kim Yam Road, the 71-unit Fyve Derbyshire on Derbyshire Road, the 87-unit Neu at Novena along Moulmein Rise, Residence TwentyTwo at 246 Telok Kurau Road and the 34-unit Zyanya at Lorong 25A Geylang.

“I am grateful that my speciality in the boutique segment has been recognised by many local developers. This has granted me the chance to forge longlasting and meaningful personal connections with all their development teams,” says Goh. He is one of the few agents active in this segment to have weekly meetings with developers to understand the positioning of their projects.

These meetings have given him a first-hand look at the roadmap of how boutique developments have changed, as well as upcoming trends as developers find new ways to improve their offering — injecting high-quality design, aesthetics, facilities, and lifestyle elements as more boutique condo buyers look at these homes for their own stay.

The unit mix and design of Sanctuary @ Newton reflects how far improved boutique projects have come in the last decade, says Goh. (Picture: Amara Holdings, Santarli Realty and Kay Lim Realty)

Among his ongoing projects is Sanctuary @ Newton on Surrey Road in prime District 11. Jointly developed by Amara Holdings, Santarli Realty and Kay Lim Realty, this 38-unit development will be completed in 1Q2025. Goh and his team are the exclusive marketing agents for Sanctuary @ Newton which has a Sales Gallery on the third floor of 100AM Mall.

“Sanctuary @ Newton reflects how far improved boutique projects have come in the last decade. Comprising two- to four-bedroom units of 775 sq ft to 1,249 sq ft, this project caters to homeowners,” says Goh. “The fact this project will be completed in 1Q2025 adds to its appeal, especially among buyers who would like to move in as soon as possible,” he says.

He adds: “Sanctuary @ Newton will likely be the last freehold new launch project with 3.1m to 6.1m high ceilings in the Newton area for a while and as land prices have climbed in recent years, future projects will be selling at much higher prices”.

Two other projects he is marketing this year are Koon Seng House and Jansen House by Macly Group. The 17-unit Koon Seng House is a freehold, boutique development on Koon Seng Road in District 15. Meanwhile, the 21-unit Jansen House is a 999-year leasehold project on Jansen Road in District 19.

“Koon Seng House and Jansen House are the latest projects by Macly Group under its series of ‘House’ branded boutique developments. The homes it is creating in this series are at forefront in incorporating new design styles and concepts into its residential projects in the past few years,” says Goh. “Despite its size, this project excels in its efficiency and space utilisation throughout all unit layouts, and its design and flair will appeal to homeowners,” he says.

“The greatest satisfaction of my career as a property agent specialising in boutique developments is the opportunity to convey well intentioned concepts and ideas from the developer, and finding the right buyer who will appreciate it as their new home,” says Goh.

Unlike the hustle and rush of megasized new launches, developers of boutique projects want to understand the needs and concerns of their buyers, he adds. “I have often found myself working closely with the developer and a prospective buyer to accommodate personalised needs”.

Moreover, his success as an agent and IC stems from his “open doors” attitude, welcoming registered agents regardless of agency affiliation. This approach, centred on delivering the best results for developers, subsequently opened up other opportunities such as exclusives.

“I’m grateful to have had the chance to forge many personal connections with boutique developers in Singapore. My expertise has enabled me to quickly ramp up market traction for any boutique project,” says Goh. He says the market for boutique condos has evolved and he expects it will be an emerging growth market as local homeowners are increasingly exposed to this segment.