Prospective buyers at Heron Bay, an executive condominium (EC) development not only get a tour of the showflat, but come away from that with a paperback too.
The book, with its light brown, textured cover, has sketches of butterflies, dragonflies and dandelions floating in the air on it.
Together with the words heron bay river.refine.relax on its cover, it could easily pass for a coffee-table book.
At 140 pages, this marketing brochure for the EC in Upper Serangoon View is believed to be the thickest one around.
Such brochures, distributed to entice buyers and retail information on the project, generally contain a location map, artistic renderings of the facade and other common areas, a list of facilities, the different types of apartments available and their floor plans, specifications on materials used in the units, terms and conditions on the purchase and photographs of the surroundings.
Many brochures, including those produced by other condo developments, become mementos of what is probably one's biggest purchase of a lifetime.
Mr Vincent Ong, managing partner of Evia Real Estate Management, one of Heron Bay's developers, said such hard-copy publications are still a key marketing tool, even in the digital age.
He said most home buyers still prefer printed brochures when it comes to making an investment as big as one's home.
"Comparison of floor plans and simultaneous reference to the site plan simply cannot be done on a digital brochure," he said.
The consortium behind Heron Bay, comprising Ho Lee Group, See Hup Seng, CNH Investment and Evia Real Estate Management, engaged a design firm to produce the brochure for the 394-unit project.
Mr Tiah Nan Chyuan, a director at design firm Farm, said three months went into its production, including research into the wildlife found around the condo site; the National Parks Board and Nature Society were sources of information.
This is how African fountain grass, the flowering Lantana camara, butterflies, ladybugs, the grey heron and collared kingfisher came to feature in the pages.
The brochure also has discount coupons valid in businesses in the area, such as SmileArts dental studio and the restaurant Uncle Leong Seafood.
Evia Real Estate's Mr Ong said: "We wanted a marketing brochure that is not just sleek and glossy; by incorporating a lifestyle guide into the brochure, we hope to give potential buyers a bigger picture of the area where the project is located."
The discount coupons are an invitation to interact with nearby merchants, he added.
Global Property Strategic Alliance, the developer behind Watercolours EC in Pasir Ris, produced not one, but two brochures with starkly different covers - one in black and the other in white - which buyers could choose.