Asia Property Development features custom designs
Customised designs for residential projects both condominium and low-rise, including detached houses and townhouses, is the theme guiding Asian Property Development until next year.
Vittakarn Chandavimol, chief marketing officer, said in an interview with The Nation yesterday that the company is concentrating on designing residential projects that match customer demand. But now demand is changing along with evolving lifestyles, so it has to design projects to have more functions and details.
"Earlier, we designed residences to have functions to serve mass-market demand, but now we have to be concerned with both function and design to match the demands of our customers who have different lifestyles and need unique designs," he said.
AP has formed a product-design team to work with independent architects and interior-design firms to custom-design its projects.
For example, its latest detached-house project, The City Ratchaphruek-Charan Sanitwong 13, worth Bt1.03 billion, has only 82 units with prices starting at Bt9.9 million, and four designs to match the different requirements of its target customers.
The first design, called "Finch", is geared towards single owners who need privacy and lead a unique lifestyle. The "Pitta" design is for married couples who need more space than singles. The third type called "Lark" is for families with children, and the "Heron" is for successful people who need a signature property.
"We learned from experience to stay in touch with our customers. Although they buy residences from property firms, they also need a unique style as if they had built the home by themselves. So we have to create a new business model to cover all of our customers’ demands," Vittakarn said.
This concept will be used for all residential projects launched this quarter and next year. This will drive growth to meet the target of at least 10 per cent a year, he said.
AP plans to launch five residential projects worth nearly Bt6 billion this quarter. Three of them are townhouse projects, one is a detached-house project and one is a condo project. This is part of its business plan to kick off 17 residential projects worth Bt20.3 billion this year.
This also will propel its presales to the target of Bt20 billion this year after the company reached presales of Bt16.3 billion in the first nine months. Up to 55 per cent of total presales in the first nine months, or Bt9.02 billion, came from condo projects, while the remaining Bt7.3 billion came from low-rise projects.
