IMO, the Icon sales are struggling because of a few reasons:
- their floor plans are not that well designed.
- they're quality is low and their prices are as high as any Claridge project, meaning the value is low. Claridge relied on their locations to sell their project without ever changing the specification (or making very minor changes to it), and I feel this has finally caught up to them.
- their floor premium is too high for a 45 story building - let's say you're charging $300k for a 600 sq. ft. 1 bdrm, at an increase of $1k/floor, that caps it out at $340k for the same suite with almost the same view as the one on the 30th, 25th, 20th and so on - is there any reason to buy at that price?
Very few local builders have built a project that caters to the specific market place where the project is being built. Little Italy isn't the ByWard Market or downtown, it's near Dow's Lake and the Civic Hospital area - those areas naturally attract Baby Boomers. Baby Boomers don't want sub-1000 sq. ft. 2 bdrms or sub-650 sq. ft. 1 bdrms. They want space, convenience and lower maintenance. The Icon offers lower maintenance, but convenience (being located at one of the busiest intersections in the city) and space (see their website) are not offered.
Domicile's Hom sold very well, as has/is Soho Champagne - both of those sites are a little more Baby Boomer friendly than the Icon. And their results speak for themselves.
Quote:
Originally Posted by S-Man
I've heard around that the Claridge Icon is struggling for sales, and I can probably see why - price, saturated market, lack of demand, or all three.
At this point, in the short term anyway, I think we'd be lucky to see Soho Italia built. There must be a limit on the number of people itching to buy a 1-bedroom condo for $300-400K in this town.
But, I could be wrong.
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