How to Read a Sales Brochure: Hong Kong Property Tips

Learn how to critically evaluate a Hong Kong property sales brochure, from floor plans and location maps to fine print, so you can separate marketing claims from facts before you visit a show flat.

When you pick up a sales brochure for a new Hong Kong development, you see glossy photographs, artistic renderings, and promises of a luxurious lifestyle. Developers spend millions of dollars on these booklets. At KSummit Property Guide, we believe that a brochure is a marketing document, not a factual disclosure. To make an informed decision, you must learn to read between the lines. This article will teach you how to parse every section of a typical Hong Kong sales brochure, from the cover page to the disclaimer in tiny font.

We will focus on the specific practices common in Hong Kong's residential market, including the use of saleable area, the inclusion of common areas, and the role of the Consent Scheme for pre-sale units. By the end, you will be able to spot omissions, question assumptions, and compare properties on an apples-to-apples basis.

1. The Cover and Branding: What They Are Selling You

The cover of a sales brochure is designed to evoke an emotion. You will see a stylised image of the building, often with a dramatic sky or a view of Victoria Harbour. The project name is prominent, sometimes in English and Chinese. The developer's logo is usually present. Pay attention to the developer's name. In Hong Kong, major developers include Sun Hung Kai Properties, Henderson Land, New World Development, Cheung Kong Property (part of CK Asset Holdings), and Nan Fung Group. Each has a reputation for certain quality standards and pricing strategies.

Look for phrases like "luxurious living", "prestigious address", or "exclusive clubhouse". These are not factual claims. They are positioning statements. The brochure is trying to associate the property with a certain lifestyle. Your job is to ignore the emotion and focus on the data inside.

2. The Location Map: Understanding Distance Claims

Almost every sales brochure includes a location map. In Hong Kong, these maps are rarely drawn to scale. They may show the development surrounded by green spaces, even if the actual site is next to a busy road or a construction site. The map will highlight nearby MTR stations, shopping malls, schools, and parks. The distances are often stated as "walking distance" or "a few minutes' drive".

Do not trust these claims. Verify the distances yourself using Google Maps or the Hong Kong government's GeoInfo Map. For example, a brochure may say the development is "2 minutes from MTR Tsuen Wan West Station" but that could mean a 2-minute drive, not a 2-minute walk. In dense urban areas like Kowloon, a 10-minute walk is common. Also check whether the route is pedestrian-friendly. Some maps omit obstacles such as pedestrian bridges, staircases, or construction hoardings.

Look for the "site plan" which shows the actual layout of the development within its lot. This is more reliable than the artistic location map. The site plan will show the building footprint, the location of driveways, and the boundaries of the lot. Compare it with the location map to see if any nearby roads or buildings have been cropped out.

3. Floor Plans: The Most Important Section

The floor plan is the core of any sales brochure. It shows the layout of individual units, the dimensions of rooms, and the orientation of the building. In Hong Kong, floor plans are usually drawn to scale. The scale is often stated as 1:100 or 1:150. You can use a ruler to check if the dimensions printed on the plan match the scale. If they do not, the developer may have distorted the plan to make rooms appear larger.

3.1 Saleable Area vs. Gross Floor Area

This is the most critical distinction. In Hong Kong, the saleable area is the floor area that you can actually use inside your unit. It includes the internal floor area plus the area of balconies, utility platforms, and air-conditioning ledges (though the latter are often tiny). The gross floor area (GFA) includes the saleable area plus the share of common areas such as lobbies, corridors, staircases, lift shafts, clubhouses, and even car parking spaces. The difference between saleable area and GFA can be 20% to 30% or more.

Since 2013, the Hong Kong government has required developers to disclose the saleable area in all sales brochures and price lists. This is regulated under the Residential Properties (First-hand Sales) Ordinance (Cap. 621). The ordinance also requires that the saleable area be expressed in square metres and square feet. Look for the line that says "Saleable Area" or "可售面積". Ignore any reference to GFA when comparing units. A unit with a GFA of 800 sq ft may have a saleable area of only 580 sq ft. The price per square foot based on saleable area is the only meaningful metric. For a deeper understanding, see our guide on Gross vs Saleable Area: What You Need to Know.

3.2 Room Layout and Furniture

Floor plans in Hong Kong often show furniture layouts. A plan may include a double bed in the master bedroom, a sofa in the living room, and a dining table. These are not guarantees that the furniture will fit. Developers sometimes use smaller-than-standard furniture to make rooms look spacious. For example, a bed shown as 1.5 metres wide might actually be 1.2 metres. A sofa might be 2 metres long when a standard 3-seater is 2.2 metres.

To check, measure the dimensions printed on the plan. The plan should include the overall length and width of each room. Multiply them to get the floor area. Then compare with the size of standard furniture. A standard double bed in Hong Kong is 1.35 metres by 1.9 metres. A queen bed is 1.5 metres by 2.0 metres. If the bedroom dimension is 2.5 metres by 2.5 metres, a queen bed will leave only 1 metre on each side, which is tight.

Also look at the window wall or bay window. Many Hong Kong apartments have large bay windows that are not counted as floor area but are part of the saleable area. You cannot place furniture on a bay window. The actual usable floor space is smaller than the saleable area suggests. Check the floor plan for the depth of the bay window. If it is 0.6 metres deep and 3 metres wide, that is 1.8 square metres of unusable space. For more on interpreting layouts, refer to our article on Understanding Floor Plans and Layouts.

3.3 Orientation and Views

The floor plan should indicate the direction of north. Use this to determine the orientation of the unit. In Hong Kong, south-facing units are generally more desirable because they receive more sunlight and are cooler in summer. North-facing units may be darker and colder. East-facing units get morning sun, west-facing units get afternoon sun and are hotter.

The plan may also show the view from each window. Look for labels like "harbour view", "mountain view", "city view", or "internal view". A harbour view facing Victoria Harbour commands a premium. A mountain view may be of a green hill or a cemetery. An internal view means you look at another building or a wall. Some brochures use artistic renderings of the view, which are not accurate. Check the actual building height and the surrounding developments. A unit on the 5th floor may have no view if a taller building is directly in front.

4. The Finishes and Specifications

Most brochures include a section on finishes and specifications. This lists the materials and appliances that will be installed in the unit. Common items include:

Flooring: wood, marble, ceramic tiles, or engineered wood
Kitchen: cabinets, countertops, sink, hob, hood, oven, refrigerator
Bathroom: toilet, basin, shower, bathtub, mixer taps, mirror
Air conditioning: window units or split-system
Doors: main door, internal doors, balcony door
Windows: double-glazed or single-glazed, casement or sliding

Look for brand names. A developer may specify "Siemens" or "Miele" appliances in a luxury development, and "Mitsubishi Electric" or "Daikin" air conditioners. In mid-range projects, you may see "Panasonic" or "Hitachi". If the brochure says "or equivalent", the developer reserves the right to substitute a different brand of similar quality. This is common. You cannot enforce a specific brand unless the contract states otherwise.

Check the warranty period. Appliances usually come with a manufacturer's warranty of 1 to 3 years. The developer may offer a structural warranty of 10 years for the building, but this is separate.

Also look for "smart home features". Many new developments in Hong Kong, such as The Pavilia Farm in Tai Wai or Montara in Lohas Park, include smart locks, intercom systems, and home automation. These are often listed in the specifications. If the brochure says "smart home system" without details, ask the salesperson for a written list of functions.

5. The Clubhouse and Facilities

Hong Kong developments often boast extensive clubhouse facilities. The brochure will show a swimming pool, a gym, a children's playroom, a function room, and maybe a karaoke room or a library. These facilities are part of the common areas and are maintained by the owners' corporation. You will pay for them through monthly management fees.

Read the fine print about the clubhouse. The developer may state that the clubhouse is "subject to government approval" or "for reference only". This means the actual design and size may change. Some facilities may be delayed or cancelled. In recent years, the Hong Kong government has required developers to submit the clubhouse plans to the Buildings Department. You can check the approved plans on the Buildings Department's website (BD.gov.hk) using the building's address or lot number.

Also check the management fee. The brochure may quote a preliminary management fee per square foot per month. For example, a development in Kowloon may charge HK$4.50 per square foot of saleable area per month. For a 600 sq ft unit, that is HK$2,700 per month. This fee usually covers cleaning, security, maintenance of common areas, and the clubhouse. It does not cover utilities or rates. Ask if the fee is fixed for the first year or subject to increase. For more details on these costs, see Management Fees and Other Recurring Costs.

6. The Price List and Payment Terms

The sales brochure often includes a price list or a reference to the price list. In Hong Kong, developers must publish a price list for all first-hand residential units at least 3 days before the start of sales. The price list must show the unit number, floor, saleable area, and the price in Hong Kong dollars. The price is usually expressed as the total price and the price per square foot of saleable area.

Look for discounts. Developers offer various discounts, such as:

Early bird discount: 2% to 5% off for early purchasers
Payment method discount: higher discount if you pay in cash or take a smaller mortgage
Loyalty discount: for previous buyers of the same developer
Special scheme: such as a "100% mortgage" scheme where the developer provides a second mortgage

The net effective price after all discounts is what you will actually pay. Compare this across different units and different developments. Do not compare list prices. Also check the stamp duty. For Hong Kong residents buying a first home, the stamp duty is up to 4.25% of the purchase price for properties up to HK$6 million, and higher for more expensive properties. Non-residents pay an additional 15% buyer's stamp duty and 7.5% ad valorem stamp duty. These costs are not included in the brochure price. Learn more about Stamp Duty Categories Explained.

Check the payment schedule. Most new developments require a deposit of 5% to 10% upon signing the preliminary agreement, followed by further payments at specified milestones (e.g., upon foundation completion, upon top-up, upon certificate of compliance). The final payment is due upon handover. The brochure should list these milestones. If it does not, ask for the "Schedule of Payments".

7. The Fine Print and Disclaimers

The last few pages of the brochure contain disclaimers in very small font. This is where developers hide important caveats. Common disclaimers include:

"The photographs, images, and drawings are for illustration only." This means the actual building may look different. The colour of the facade, the landscaping, and the interior finishes may change.
"The area measurements are subject to final survey." The saleable area stated in the brochure is an estimate. The actual area may vary by up to 5% under the Residential Properties (First-hand Sales) Ordinance. If the variance is more than 5%, you can terminate the contract.
"The development is sold on an 'as is' basis." This applies to second-hand units, but occasionally appears in new developments for the clubhouse or car park.
"The government lease may contain restrictions." This refers to the land lease. In Hong Kong, most residential land is leasehold. The lease may have conditions such as a building height restriction, a requirement to provide public open space, or a restriction on commercial use. You can check the land lease at the Land Registry for a fee of HK$30 per document.
"The information is correct as of [date]." The developer is not liable for changes after that date.

Read the "Important Notes" section carefully. It will list the government approvals obtained, such as the Consent to Sell under the Consent Scheme or the Certificate of Exemption for pre-sale units. If the development is pre-sale (sold before completion), the brochure must state the estimated completion date. Delays are common in Hong Kong. The developer is allowed a grace period of up to 6 months under the Sale of Goods Ordinance. If the delay exceeds that, you may have the right to rescind the contract. For a broader view, read about Understanding Leasehold and Freehold in Hong Kong.

8. Cross-Checking with Other Sources

A brochure is just one source of information. To make a sound decision, you should cross-check the claims with independent data. Here are some steps:

Visit the site in person. Walk around the neighbourhood at different times of day. Check for noise, traffic, and nearby amenities. A brochure may show a park that is actually a construction site for the next three years.
Check the Hong Kong property market trends. Is the market in an upswing or a downturn? If prices are falling, you may be able to negotiate a better deal. If prices are rising, the developer may not offer discounts.
Compare the development with second-hand units in the same area. A new development may be priced 20% to 30% higher than a comparable second-hand unit. The premium may or may not be justified by the newer finishes and facilities.
Check the leasehold terms. Most Hong Kong residential land is leasehold for 50 years, 75 years, or 999 years. The remaining lease term affects the property's value. A lease with less than 50 years remaining may be harder to mortgage.
Look at market cycles. Hong Kong property has experienced cycles of boom and bust. Buying at the peak of a cycle can lead to negative equity if prices drop. The broker may not tell you this.

You can also use the government's OneMap portal (map.gov.hk) to check the exact location, zoning, and nearby government facilities. The Rating and Valuation Department publishes transaction records for all properties. You can search by address to see recent sale prices. This will help you evaluate whether the brochure's price is reasonable.

9. Common Red Flags in Brochures

Over the years, we have identified several red flags that should make you cautious:

No floor plan dimensions. If the brochure does not show the length and width of rooms, the developer may be hiding that the rooms are very small.
Artistic renderings instead of photographs. Renderings can be manipulated to show a view that does not exist. Insist on seeing actual photos of the show flat or the completed building.
Vague descriptions. Phrases like "luxury finishes" or "top-of-the-line appliances" without brand names are meaningless.
No mention of the saleable area. This is illegal under the Residential Properties (First-hand Sales) Ordinance. If the brochure omits it, walk away.
Pressure to sign quickly. A common tactic is to say that units are selling fast and you must decide today. In reality, developers often have many unsold units. Take your time.
No disclaimer about the show flat. The show flat may not be representative of the actual unit. The ceiling height may be higher, the walls may be thinner, and the furniture may be smaller. Always ask for the "show flat disclaimer" in writing.

10. The Role of the Salesperson

The brochure is usually handed to you by a salesperson. In Hong Kong, salespersons are licensed under the Estate Agents Authority (EAA). They are required to act in your best interest and disclose material information. However, they are also paid by commission, which is a percentage of the sale price. Their incentive is to close the deal, not to protect you.

Ask the salesperson direct questions:

"What is the exact saleable area of unit A?"
"What is the management fee per square foot?"
"Is the clubhouse approved by the government?"
"What is the estimated completion date?"
"Are there any upcoming developments next to this site that will block the view?"

If the salesperson cannot answer or gives vague answers, that is a red flag. You can also check the EAA's public register to see if the salesperson has any disciplinary record.

Conclusion

A sales brochure is a starting point, not a final document. It is designed to present the property in the best possible light. To protect yourself, you must read it critically, verify the claims, and consult independent sources. Focus on the saleable area, the floor plan dimensions, the location map, and the fine print. Compare the price with similar properties in the area. And never let the glossy images rush your decision.

If you are new to the Hong Kong property market, we recommend reading our The Complete Guide to Buying Property in Hong Kong: Independent Education for Buyers before you visit any show flat. That guide covers the entire process from mortgage pre-approval to handover.