Following the acquisition of Golden Land Property Development Public Company Limited by Frasers Property Limited, the residential real estate group Golden Land has rebranded itself as Frasers Property Home. This change aims to cater to all customer segments while reinforcing its leadership in innovative, beautiful, and value-for-money homes in prime locations. The company plans to launch 24 projects in 2021, with a total project value of 29.8 billion baht and a revenue target of 16 billion baht, representing a 10% increase compared to 2020.

Currently, Frasers Property Home remains in the TOP 5 in the country within the residential real estate sector, with a total of 60 residential projects. From January to September 2020, the company reported a revenue recognition of 10.894 billion baht, which is considered strong despite the challenges posed by the COVID-19 pandemic. It is projected that revenue recognition for this year could reach 15 billion baht, and in the fourth quarter of 2020, the company plans to launch 3 new projects, including Neo Home with 2 twin house projects and a townhome project, totaling 3.05 billion baht.

4 Missions to Achieve TOP 3 Status in 2021-2023
- Mission 1: Become the 3rd leading real estate market player by revenue.
- Mission 2: Be the 1st choice for customers looking for townhomes in urban locations.
- Mission 3: Be the 1st in twin house projects (Neo Home).
- Mission 4: Expand into provincial markets to become the top seller in regions such as Nakhon Ratchasima, Chiang Mai, and Pattaya.

For the business plan in 2021, the revenue target is 16 billion baht, a 10% increase compared to this year, with revenue proportions from townhomes at 42%, Neo Home twin houses at 23%, single houses at 21%, and provincial projects at 14%. The plan includes acquiring approximately 20 plots of land with a budget of 10.72 billion baht and launching 24 new projects valued at 29.8 billion baht, including 9 townhome projects worth 9.7 billion baht, 5 Neo Home twin house projects worth 7 billion baht, 7 single house projects worth 11 billion baht, and 3 provincial projects worth 2.1 billion baht.

The land acquisition plan for 2021 also includes plans for developing condominium projects.

Strategies to Achieve Goals in 2021
Marketing strategies will be divided by product groups:
- Townhomes: Expand into new locations, enhance projects in existing areas, focus on better locations than competitors, and maintain construction quality while introducing new designs that emphasize functionality.
- Neo Home: Focus on twin houses near urban areas, offering single-house-level functionality at affordable prices.
- Single Houses: Introduce new products suitable for increasingly expensive land, focusing on project quality, functionality, and luxury to match lifestyle and socio-economic status (SES), while enhancing brand recognition.
- Provincial Areas: Focus on better locations than competitors, aiming to lead in provincial markets. Additionally, new product designs will be developed to cover all segments and customer needs.




Project Plans for 2021
- City Home: Urban locations with convenient access, providing an alternative to Condo Penthouse or Luxury Condo.
- Condo: Targeting urban workers (Real Demand) in areas unsuitable for townhomes, offering beautiful, functional designs at a good value.
- Development Programs: Plans to develop various programs and applications for employees covering all processes, including land acquisition, construction management, sales and marketing, financing, and post-transfer customer care to enhance efficiency, speed, accuracy, and modernity. Additionally, the Home+ application will be launched for customers of Frasers Property Home and the general public, providing customer care from pre-purchase to post-move-in, along with various special benefits.

Strategies for Townhomes
- Expand into new locations and replenish products in existing areas.
- Focus on better locations than competitors and maintain construction quality.
- Introduce new designs while emphasizing functionality.


Strategies for Twin Houses
- Focus on locations near urban areas.
- Offer single-house-level functionality at affordable prices.


Strategies for Single Houses
- Introduce new products suitable for increasingly expensive land.
- Focus on project quality, functionality, and luxury to match lifestyle and socio-economic status (SES), while enhancing brand recognition.



Mr. Sanphin Sookhee stated that in 2021, he expects the economy to grow compared to this year, but the market will remain highly competitive with fierce promotions as every company seeks growth. Low loan interest rates continue to stimulate purchasing demand, while household debt remains high. Additionally, the COVID-19 situation has created uncertainty, leading to delays in purchasing decisions. In such conditions, operators must be cautious and precise in product development, adapting and responding to every situation. This is truly an era for professionals.