Landy Home, Thailand's leading home construction center, is dedicated to enhancing the quality of life for Thais by providing high-quality homes at reasonable prices. The company is transforming the home construction industry by integrating AI technology to drive business growth, while also launching three new businesses: Solar Leasing, Interior, and Precast Center, with the goal of becoming a comprehensive housing leader and achieving 2.7 billion baht in home sales by 2024.

Ms. Parrat Maniratnaporn, Director of Sales and Business Development at Landy Home (Thailand) Co., Ltd., revealed that the outlook for the home construction business in 2024 remains positive due to the Thai economy, which is expected to grow at an average rate of 3.4% per year from 2024 to 2026. This growth is particularly supported by the ongoing recovery of the tourism sector and government policies that promote real estate growth, such as reducing property mortgage registration fees. In 2023, Landy Home's home construction business achieved total sales of 2.45 billion baht, with sales distribution across its three brands as follows:

  • Landy Grand: Luxury homes priced at 20 million baht and above, accounting for 20% of sales.
  • Landy Home: Medium-sized homes priced between 8-20 million baht, accounting for 50% of sales.
  • Trendy Home: Small homes priced between 3-8 million baht, accounting for 30% of sales.

A significant part of last year's sales success was the implementation of AI technology through a world-class CRM system to analyze customer behavior, which informed marketing strategies, products, and services tailored to different target segments with varying needs, including budget, home style, functionality, and location. AI has also been utilized for personalized marketing.

The most sought-after homes remain those from the Landy Home brand, particularly medium-sized homes priced between 8-20 million baht, which emphasize a product positioning strategy of “Beautiful design, complete functionality, and great value.” The brand highlights its stability with a registered capital of 200 million baht, the highest in the home construction sector, and continues its collaboration strategy with leading businesses to expand its diverse customer base, focusing on home designs that meet various needs, including Minimal Luxury, English Cottage, and Modern Classic styles, along with the innovative “Healthy Home” concept featuring CAP+ air purification systems free from PM 2.5 dust, and smart home technology to enhance living convenience.

For the Trendy Home brand, which targets customers interested in small home construction, the positioning is “Trendy Home: Affordable homes with stylish designs for the New Gen.” This brand has shown significant growth compared to the previous year, focusing on modern lifestyle trends and understanding the true needs of contemporary living through studying and analyzing the customer journey from the initial home construction phase to completion, ensuring that it meets the expectations of the new generation regarding home construction services and desired home styles and functionalities.

The Landy Grand brand, which focuses on luxury large homes starting at 20 million baht, continues to grow steadily with a strategy to enhance brand awareness and recognition in the high-end market segment. It communicates with luxury segment customers through leading brand ambassadors and influencers, emphasizing its premium comprehensive services for building large homes that stand out with innovative living solutions at reasonable prices. This year, the brand plans to target business owners with land in high-end development projects.

Additionally, new home designs in Modern Luxury style will be launched to cater to the lifestyle of new-generation businesspeople, as well as classic-style homes designed according to feng shui principles, aimed at large families looking to build homes as investments to create value for future generations.

In 2024, Landy Home will continue to expand its business for sustainable growth under the vision of “Always ahead”, aiming to comprehensively develop both upstream and downstream operations. The company is committed to research and development, offering new solutions to become a leader in comprehensive housing. This year, it will launch three new businesses:

Nova Modular (Precast Solution Center) After the Precast Solution Center under the name NOVA Modular opened its factory in the Rama II area, it continues to enhance production quality through research and development in collaboration with the Civil Engineering Department of Chulalongkorn University. NOVA Modular has received positive feedback from the real estate sector, including small to large home construction companies, and has seen a significant increase in orders from Landy Home, reaching full production capacity. This helps alleviate labor shortages in the current situation, leading to plans for a second factory in Wang Noi, Saraburi Province, in the second quarter of 2024, strategically located to reduce transportation time and increase efficiency.

It is anticipated that the combined production capacity of both factories will exceed 200,000 structures per year. Nova Modular also plans to open several factories for casting structural components specifically for home construction across various regions of the country to support the company's home construction business, which aims to expand its service areas nationwide in the future.

Landy Solar Leasing

Landy Home prioritizes environmental issues and is committed to developing an ecosystem in every step of home construction to be as environmentally friendly as possible. The company is moving towards sustainable housing by promoting green energy through the establishment of “Landy Solar Leasing,” a business that leases solar panel systems for businesses and residences (focusing on customers and businesses that use electricity during the day) interested in owning solar rooftop systems that can immediately reduce electricity costs without requiring significant upfront capital. With low-interest rates and long repayment periods of up to 7 years, customers can save on monthly electricity bills that can be used to cover installment payments.

RUDOLF by Landyhome

This interior design and decoration company aims to revolutionize the industry by making interior decoration easy for everyone, offering a comprehensive one-stop service that meets standards at a reasonable cost. Key factors contributing to “RUDOLF”'s anticipated success include:

Stability

“RUDOLF” is an interior design and decoration company under Landy Home (Thailand) Co., Ltd., Thailand's number one home construction center, ensuring that all customers can trust in our professionalism and commitment to completing projects. With over 6,000 homes built, we understand customer needs well.

Design that Meets Needs

“RUDOLF” features beautiful and unique standard designs created by professional designers, focusing on making construction easy and quick. Customers can mix and match designs to meet diverse needs within their living spaces, including living rooms, reception areas, or bedrooms, to create a perfect living experience.

Modern Production Innovations

“RUDOLF” is committed to producing high-quality pieces, emphasizing standard manufacturing technology and modern design programs, while ensuring accuracy and speed in every production step, with a warranty of up to 5 years.

“RUDOLF” plans to officially open a showroom in the second quarter of 2024 to serve customers building homes with Landy Home first, helping to reduce the hassle of finding interior decorators independently. The focus will be on the company's credibility and professionalism, allowing for seamless integration of interior decoration with the home construction process nearing completion. Following this, the market will expand to target general customers emphasizing value, such as condominium and apartment clients, with projected sales of 100 million baht in the first three years.

These three new businesses are crucial components in elevating Landy Home to become a leader in comprehensive housing solutions, with a commitment to research and development of innovative living solutions to enhance the quality of life for Thais in the future.

For those planning to build a home, Landy Home invites you to join the Landy Home Open House event, “Build Your Home for Good Fortune in the Year of the Dragon,” offering discounts of up to 10 million baht on home construction. The event will take place from March 4-10, 2024, at all Landy Home branches. Special registration is available for a feng shui seminar with Professor Thanawat Jirajaroenweth on March 9 at the Landy Home Lat Phrao branch. To reserve a seat, call 02-938-3456-7 (limited availability) or read more details at www.landyhome.co.th.

*Source: Thai Business and Industry Trends 2024-2026 www.krungsri.com