BANGKOK, 22 February 2022
Frasers Property Home (Thailand) Company Limited is set to go all out on the horizontal residential market as it moves towards sustainable growth by shifting its main focus to single detached houses. For the year ahead, it is set to launch 25 additional projects, worth 29,500 million baht. Adding to its strength are the new-style single detached house projects “Grandio” located across the city, fulfilling real customer demands. It is also targeting the City Home segment in downtown areas, cementing its place as a leader in single detached houses.
Mr. Saenphin Sukhee, Chief Executive Officer of Frasers Property Home (Thailand) Company Limited, said: “2021 was another challenging year. A new wave of COVID-19 impacted businesses in several sectors, especially tourism which contributes significantly to Thailand’s GDP. Other businesses were also severely affected, leading to an increase in household debt, changes in consumer behavior, rising costs of daily expenses and a decrease in purchasing power. This inevitably affected the real estate sector, as banks rejected more loan applications and competition became fiercer in the landed house market.”
“A recent housing demand survey found the demand for landed houses remains strong, especially for townhomes, and single-detached houses. Due to challenges brought on by a number of factors and current market demands, in 2022 the Company re-adjusted its strategy by increasing the share of high-end, single detached house segment under the brand “Grandio” and City Homes under the brand “The Grand Vibhavadi 60”. It has reshaped home design to better meet the needs of customers looking for a higher quality of living and expanded the market to launch projects in more areas. At the same time, the Company strives to maintain the strength of its existing townhome market to make sure it reaches aspiring homeowners,” he added.
For its 2022 business plan, the Company has set a revenue target at 13,000 million baht, an increase of 13%, from 62 projects already available for sale. It also plans to launch 25 new projects, worth 29,500 million baht, consisting of 10 townhome projects, two Neo Home twin house projects, 10 single detached house projects and three projects located outside of Bangkok. For single detached houses, it has a new City Home project in downtown Bangkok, “The Grand Vibhavadi 60”, and adds a high-end, super-luxury product under the brand “The Royal Residence.” The 2022 business plan shows an increase in the proportion of single detached houses and an expansion of the downtown City Home segment, as the Company remains its focus on the landed home market.
Frasers Property Home (Thailand)’s 4 strategies for sustainable growth:
- Land Bank Development
The Company has an advantage with already-purchased land to develop projects from, which reduces the risk from expected inflationary increases in land prices for better cost control.
- Portfolio Diversification
The Company diversifies its portfolio and introduces a variety of brands by adjusting the proportion of products, to distribute income and product shares of the Company. Its strategies for each product are as below.
- Single Detached Houses & City Homes
Develop new-style single detached houses that better meet customer demands. Elevate the standard of living with design, functions, and high-potential locations, such as projects under the brand “Grandio” scattered all over the city and City Homes under the brand “The Grand Vibhavadi 60”. Add super luxury products under the brand “The Royal Residence”.
- Townhomes
Maintain the townhome market and position as a leading provider of high-quality, innovative townhomes, with outstanding functions that win the hearts of customers, located in high-potential areas.
- Neo Homes
Twin homes with a luxury matching that of single detached houses, located near the city and offered at affordable prices.
- Outside of Bangkok
Enter new markets in provinces with potential and maintain existing client bases in provinces Frasers Property Home (Thailand) is already operating in. Focusing on home designs that cater to living needs, new projects will be launched to make up for existing projects about to be sold out.
- Condominiums
Buy and develop land, focusing on real demand in areas with convenient access to public transport.
- Single Detached Houses & City Homes
- Quality
Improve and maintain the standard of construction in all projects, for both the houses and the infrastructure, overseen by skilled personnel from the Quality Development team to provide double inspection and services that create positive impressions at all levels. Fiber optic cable installation service is also offered to residents.
- Technology
Develop HOME+ (Home Plus), a mobile application, which invites everyone to a new experience of having an assistant for living solutions available 24 hours a day. HOME+ will make living more fun as it comes with a special feature that allows users to collect loyalty points and redeem various privileges, rewards, and deals. It also offers fun facts and trivia for residents, one-stop services, and other privileges. The application can be used by both residents and the general public.
New innovations for single detached houses
- Clean and Cool Air
A superior technology of clean, cool and energy-efficient air conditioning from Japan that comes with a filter to remove impurities and fine PM2.5 particles, reduce heat and indoor air pollution, and enable better sleep waking fresh every morning.
- Wired anti-theft system
Add an extra layer of security with more precise alerts and no noise interference. The system is controlled via a mobile application.
- Spa & Endless Pool
A private pool with a countercurrent system for light exercise where you can swim at a slow pace as if against the current, which makes you feel like swimming in an endless pool. The current can also give you a spa-like experience of underwater massage.
- EV Charger
A home EV charger for electric cars is installed in every house.
Mr. Saenphin further shared: “What is important is having the homebuyer’s trust and confidence in our products, which will help us deliver sustainable growth and business. This has always been our priority, developing dream homes for every customer, whether in terms of design, location, and functions.”
