If I am SP Setia, who really targeted own stay buyers only and not speculators or investors, I would probably do the same strategy.
With a sudden SMS sent at morning and sales on the same day, the buyer who very keen to buy for own stay, will try all his or her best to go there with the hope of securing one unit. It may be a heartbreak for those working but unable to runaway with sudden MC or sudden half day leave or so ...
If they announce the ballot day which falls on 7 days later, investors / speculators would have plenty of time to prepare multiple cheques and asked staffs or volunteers to go que and ballot.
At the end of the day, my thought would be the SPS would be unable to please everyone with the heavy demand against a not so low supply.
But it could be paid off, if the strategy paid off with home buyers really able to secure their units instead of investors / speculators as these group might be feel too mafan, timing too tight, lazy to drive so far in sudden early morning and etc ...
I put myself into the shoe of a potential buyer, if I really wanna buy it for own, since the price is well fair compare to any other new landeds, I would do all my best to skip my work and try to secure a unit for future home.
If I am buying it for investment, I very hopeful to get one but I will put myself off if I needed to go NOW when the SMS arrives at wee hour or early morning.
I think this is good strategy in order to reduce the investor but more own stay buyers..imagine if let say sp setia inform 1 week earlier, sure lots of big bosses will try his best to arrange all the relatives that he can use to help to queue up since early morning....
so with this sudden surprise strategy..if u are the real buyer who wish to buy for own stay, and u only need 1 unit, u will not mind to take a day off in order to secure the unit...those big bosses of course cannot suddenly arrange so many relatives to help him to submit the cheuqe..and himself come alone also only can submit one cheque on his own...so one unit not enough for investor la..normally will just give it a pass...so more units will leave it for real own stay buyers...