The flat is on a lower floor and faces the MRT track.
Case study
53 Strathmore Avenue: selling a lower-floor flat on what was specific to it
A 4-room flat on a lower floor, facing the MRT track, in an area where buyers had other flats to choose from. I marketed what was specific to this flat and its location, not Queenstown in general.
- Published
- 5 Oct 2026
- Reading time
- 1 min
- Property
- 4-room HDB flat, 87 sq m, Strathmore Avenue, Queenstown
Filed underQueenstownHDB resale
Key takeaways
- The flat was on a lower floor and faced the MRT track.
- The marketing led with the flat itself, a 2020 lease and sheltered access to Queenstown MRT, not Queenstown in general.
- The flat was sold.
The property
A 4-room premium apartment of 87 sq m with three bedrooms and two bathrooms, at Block 53 Strathmore Avenue in Queenstown, with sheltered access to Queenstown MRT. HDB's records show the lease began in 2020. I acted for the seller.
What the client wanted
To sell and upgrade to a bigger property.
The challenge
James's view
My assessment
My view was that a buyer comparing flats in the area needed a reason to pick this one. Marketing it as a Queenstown flat would not give that reason, because the flats it was competing with could say the same.
The strategy
I focused the marketing on the specific attributes of the flat and its location, and not on generic Queenstown branding.
What I led with was a newer flat, with a lease that began in 2020, and sheltered access to Queenstown MRT.
The result
The flat was sold at seller’s price target.
James's view
Why I think it worked
Specific positioning gives buyers a reason to choose one unit over another, even when there are many alternatives nearby.
What others can take from this
- Market the flat, not only the town. Buyers comparing nearby flats already know the town.
- A lower floor or a facing is something buyers will see for themselves. Give them the reasons to choose the flat alongside it.
- When there are many similar flats nearby, be specific about what is different in yours.
The sold home
SoldHDBCase study available
53 Strathmore Avenue: 4-room premium apartment sold
Queenstown · 4-room premium apartment · 87 sq m
A 4-room premium apartment of 87 sq m at Block 53 Strathmore Avenue in Queenstown, with sheltered access to Queenstown MRT, has been sold.
- Seller's 3X Advantage™
View sold story
Every property and owner is different. This outcome depended on the conditions described and should not be read as a guaranteed result for another sale or purchase. Details are anonymised unless the client gave written consent.
Sources
- 1.Resale flat prices
Housing & Development Board, via data.gov.sg · Period: Oct 2023 – Jul 2026 · Extracted 5 Oct 2026
Block 53 Strathmore Avenue: lease commencement year and flat model.
General information only, not financial, legal or tax advice. Figures reflect the data period shown and may since have changed; your own circumstances will differ. Full disclaimer.
Related analysis
Guide
Sell your HDB flat first, or buy the next home first?
Sell first: for ABSD, your flat counts as sold once the Option to Purchase for its sale has been exercised, so you can commit to the next home before the sale completes. You may need interim housing or an extension of stay.
Updated 3 Oct 2026
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