Golden Land Property aims to become top choice for hombuyers

“We want to build our products and corporate brand to be in the minds of our customers when they want to buy residential properties residences,” Thanapol said in an interview with The Nation this week.

He said that after the Sirivadhanabhakdi family firm Univentures Plc took a major stake in Golden Land Property Development in 2013, the first step was to restructure the business by separating good and bad assets and then revising the business strategy.

“We took about a half a year to develop a business plan until finally the company focused on the property business to develop both the sale of residential properties and property to generate recurring income,” he explained.

After revising the business and taking a major stake in Krungthep Land last year, the company kicked off its business strategy by setting up its subsidiary Goldenland Residence as its business arm to develop residential property for sale by focusing on low-rise residences such as single detached houses and townhouses. Goldenland Residence also combines the business of Krungthep Land to develop low-rise residences to cover the middle and upper market.

This year, the company plans to launch 13 new residential projects worth Bt12.28 billion. This is part of its efforts to boost its total revenue to Bt8 billion by the end of this year.

Meanwhile, Golden Land Property Development is also developing property projects that generate a recurring income, such as offices. It is currently developing offices worth Bt5 billion that will apply for a Gold certification from United States-based LEED (Leadership in Energy and Environmental Design).

“Our business goal is to drive total revenue to achieve Bt30 billion in 2019 from both the sale of residential properties and property projects that generate recurring income,” he said.

To achieve that business goal, Thanapol said the company has to develop its residential properties business brand in the minds of homebuyers when they want to buy their homes. They have to view residential properties from Golden Land before they make their decisions. This brand loyalty will take three to five years for us to achieve.

Thanapol, 48, has experience working with top-three property firm Sansiri Plc and Univentures Plc for more than ten years. He believes his long experience in the property business will give him the skills to build the Golden Land residential brand into a market leader in the minds of homebuyers.

“I learned from Sansiri and Univentures how to build a brand. It is not easy and it also takes time to do. But I believe that in three to five years Golden Land will be a brand in the minds of our customers,” he said.

Meanwhile, he is confident that the property market this year will recover better than last year. That will drive the firm's total revenue towards the target of Bt8 billion this year.

The company is aiming for Bt8 billion in revenue this year, of which Bt7.28 billion will come from the sale of residential properties and Bt720 million from rental income from its office buildings.

For last year, the company reported total revenue of Bt4.4 billion and net profit of Bt305.3 million.