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Tenet Executive Condominium
The Mission
Grow Public Relations ran a property launch PR campaign in Singapore for Tenet Executive Condominium, a 618-unit development in the developing Tampines North enclave.
The work turned a three-phase media strategy, contracted originally for just two press releases, into 33 pieces of coverage across 16 titles, driving over 5,000 preview-weekend visitors and a 72.3% day-one sell-out.
Client
Tenet Executive Condominium, a 618-unit EC by Qingjian Realty, Santarli Realty and Heeton Holdings
Sector
Property and real estate
Services
Media relations, exclusive show flat previews, three-phase press release campaign
Headline Result
33 pieces of coverage across 16 titles, over 5,000 preview-weekend visitors, 72.3% of units sold on launch day
The Challenge
Launching a condominium in Singapore means competing for attention in one of the noisiest property markets anywhere. Tenet EC sat in the developing Tampines North enclave and needed three things fast: public awareness, heavy foot traffic to the show flat, and day-one sales.
Singapore property buyers are careful and rely on expert analysis before they commit. Advertising alone would not move them. Tenet needed third-party validation from trusted news outlets and property portals to get its family layouts and premium amenities in front of first-time buyers and HDB upgraders.
33
Pieces of Coverage Across 16 Titles
By running a three-phase campaign across pre-launch, launch day and the sales result, it built awareness beyond the original two-press-release brief
What we did
Grow Public Relations went beyond the original brief. Contracted for two press releases, we ran a three-phase campaign covering the pre-launch, the launch day and the final sales result.
Before launch, we arranged exclusive show flat tours for specialist property media. StackedHomes published a full review of Tenet's appeal for families. EdgeProp ran an early preview announcement with pricing.
For the launch, we hosted lifestyle and national media at the development. Uchify published a first-look at the project. Dollars And Sense ran a deep-dive on how Tenet reflects the future of public-private housing in Singapore.
The Results
The campaign secured 33 pieces of coverage across 16 titles.
The media push drove over 5,000 prospective buyers to the show gallery during the preview weekend, a milestone The Straits Times reported directly. On launch day, Tenet sold 447 units, 72.3% of the project, at an average of $1,360 psf. The Business Times, Lianhe Zaobao and Property Guru amplified the sales result across the financial and property press. Tenet became one of the most successful property launches of 2022.
Frequently Asked Questions
How does PR work for a new property launch in Singapore?
PR for a property launch builds credibility and foot traffic before the show flat opens. Singapore buyers rely on expert reviews and news coverage before they commit, so third-party validation matters more than advertising. For Tenet Executive Condominium, Grow Public Relations ran a three-phase campaign across the pre-launch, launch day and sales result. Exclusive show flat previews gave specialist media like StackedHomes and EdgeProp early, hands-on coverage. National and lifestyle titles followed at launch. The approach put Tenet's family layouts and amenities in front of first-time buyers and HDB upgraders, and helped drive over 5,000 visitors to the preview weekend.
What results can a condominium launch expect from a PR campaign?
A well-run launch campaign can turn media coverage into measurable sales. For Tenet Executive Condominium, Grow Public Relations secured 33 pieces of coverage across 16 titles, drove over 5,000 prospective buyers to the show gallery during the preview weekend, and supported a launch day where Tenet sold 447 units. That was 72.3% of the 618-unit project, at an average of $1,360 psf. The Straits Times reported the preview turnout, and The Business Times, Lianhe Zaobao and Property Guru carried the sales result. The lesson is that property PR should be judged on footfall and conversion, not coverage volume alone.
What is an exclusive show flat media preview?
An exclusive show flat media preview is a private tour of a development for selected journalists before the public launch. It lets specialist property media inspect the layouts, finishes and pricing in person, then publish detailed, first-hand analysis that carries more weight than a press release. For Tenet Executive Condominium, Grow Public Relations arranged pre-launch tours that produced a full StackedHomes review of the project's appeal for families and an early EdgeProp preview with pricing. Because the coverage is independent and hands-on, it builds buyer confidence ahead of launch day and helps drive early foot traffic to the show gallery.
How long does PR for a property launch take?
Property launch PR usually runs across several months and phases, not a single announcement. Tenet Executive Condominium's campaign ran from October to December 2022, structured in three phases: pre-launch previews to build anticipation, launch-day media hosting for mainstream reach, and a final phase amplifying the sales result. Grow Public Relations delivered this three-tier approach even though the original brief covered only two press releases. Spreading the work across phases keeps a development in the news through the whole buying decision, from first awareness to the day units go on sale, which is when coverage does the most to support conversion.
Which PR agency in Singapore works with property developers?
Grow Public Relations is a Singapore PR agency that works with property developers and real estate launches. For Tenet Executive Condominium, a 618-unit project by Qingjian Realty, Santarli Realty and Heeton Holdings, the agency ran a three-phase launch campaign that secured 33 pieces of coverage across 16 titles. The work drove over 5,000 visitors to the preview weekend and supported a 72.3% day-one sell-out, reported by The Straits Times, The Business Times and Property Guru. The agency's strength is linking media coverage to commercial outcomes, so developers see the return in footfall and sales, not just clippings.
How does PR reach HDB upgraders and first-time condo buyers?
PR reaches HDB upgraders and first-time buyers through the media they actually use to research a purchase: property portals, review sites and national news. For Tenet Executive Condominium, Grow Public Relations placed hands-on coverage where these buyers look, including a StackedHomes review of the family layouts, an EdgeProp preview with pricing, and a Dollars And Sense deep-dive on public-private housing. That mix answers the practical questions upgraders ask about value, space and location. Meeting buyers with independent, detailed coverage at the research stage is what turned interest into the 5,000-strong preview turnout and Tenet's launch-day sales.
