The Sen, a new residential project in Jalan Jurong Kechil, launched over the weekend, selling 80 out of its 347 units, marking a 23% sales rate. The average price was approximately $2,358 per square foot (psf). This launch concludes a bustling year for Singapore’s property market, with 27 projects introduced in 2025.
The sales performance at The Sen was more measured compared to recent launches, attributed to buyer fatigue and seasonal distractions as the year-end approaches. Kelvin Fong, CEO of PropNex, noted that potential buyers might be pausing to consider upcoming projects in Q1 2026. Despite this, all 10 one-bedroom units were sold, with prices starting at $993,900. Two- and three-bedroom units, which accounted for 79% of sales, began at $1.54m and $2.06m, respectively.
Fong highlighted that the price range of $1.5m to $2.5m is attractive to HDB upgraders and property investors. The Sen’s pricing is competitive for the Rest of Central Region (RCR), where new non-landed private homes averaged $2,770 psf this year. The easing interest rates could further boost sales.
Although not within walking distance to Beauty World MRT station, The Sen is accessible by a short bus ride and offers ample amenities, including the upcoming Bukit V mall. Its proximity to nature reserves and schools enhances its appeal to families.
This launch caps a remarkable year for Singapore’s private housing market, with new home sales reaching a multi-year high. Developers sold an estimated 10,379 new units by 9 November 2025, the first time in nearly four years that sales have surpassed 10,000 units. PropNex remains optimistic about continued sales momentum into 2026, supported by favourable interest rates and strategic pricing.
