As we observe the second wave of COVID-19, we must consider whether it will follow the severe pattern seen in Japan during its first wave, which was followed by a third wave, or if it will resemble Singapore's second wave, which was milder than the first, with a subsequent third wave similar to South Korea. Therefore, it is crucial for everyone in Thailand to remember that there is a high likelihood of a third wave occurring within 2021.

Source: https://www.worldometers.info

Thus, real estate entrepreneurs should take similar actions in 2021 as they did in 2020, emphasizing that Cash is King. Everyone must expedite the sale of homes, condos, and existing stock. If planning to launch new projects, they should be innovative and tailored to consumer behavior, especially with the expectation that vaccines will likely be completed by October 2021.

1. Home Design: Adapt designs to accommodate working from home or to promote a work-life balance by reconfiguring living spaces to include home offices, playrooms, and high-speed internet services.

2. Energy-Efficient Homes: Design homes to be open to natural airflow and sunlight, or incorporate energy-saving technologies.

3. Increase Green Spaces: Include large trees and green areas in common spaces to allow residents to exercise within the project instead of going to public parks.

4. Kitchen Areas: Redesign kitchens to be practical, as they are the heart of family fun.

For effective marketing strategies during this crisis, where consumers need housing due to their current homes being inadequate for the entire family or located in high-risk areas, it is essential to consider the financial constraints of consumers whose incomes have decreased. An attractive promotion during this time could be “Move-in Ready Homes with Decoration + 0% Interest for the First Year and Fixed for at Least 3 Years”, which helps consumers manage their budgets and provides financial relief. Additionally, aligning with the Thai preference for strong government promotions, entrepreneurs might consider offering promotions like “Half Price for Everyone”, assisting customers with half of their payments for the first two years.

When planning project developments, choose locations that are suitable for living, as the meaning of “Good Location” for customers is being in a community with an environment that allows for a 24-hour lifestyle, not just a place that facilitates commuting to work in the morning.