ARRAY HOMEBUILDER is aggressively entering the luxury home market priced at 20 – 30 million baht across the country, responding to the demand for homes from the 'Young Millionaire' demographic who have achieved success in business. The insight into this success is art, reflecting identity through living spaces under the concept 'Art for Living, Design for You' to create homes with unique identities that meet the criteria of 'Exclusive Design – New Functionality – Value for Money'. The company is ramping up its efforts to win over customers by offering a comprehensive design service, professional construction standards, and ARRAY CARE for after-sales support, guaranteeing structural integrity for 20 years while ensuring value from construction costs per square meter, aiming for 15 homes per year.

Mr. Parinya Thaninthirakul, Managing Director of ARRAY HOMEBUILDER Co., Ltd., revealed that after 20 years in the home construction business, starting as an architect designing homes, the company has expanded into home construction, interior decoration, and renovation, providing a complete service at every stage from pre-construction to post-occupancy care to ensure that each home is the perfect fit for the customer. “We are committed to maintaining quality and offering comprehensive services with skilled personnel to create homes that are livable, safe, and meet customer expectations. We are preparing to expand our business strategy to reach new customer bases, having previously focused on clients looking for homes priced at 10 million baht and above in Bangkok and its vicinity. We now aim to expand our customer base to those seeking homes priced at 20 – 30 million baht, which is experiencing high growth and a positive trend,” Mr. Parinya stated.

Demand for Luxury Homes Priced at 20 – 30 Million Baht Continues to Grow

The growth of homes in the 20 – 30 million baht market is driven by the demand from young business professionals, averaging 30 years old, who have rapidly succeeded in their ventures, leading to a need for new primary residences and the financial capability to purchase them, often in cash. This has resulted in a diverse market for homes priced at 20 million baht and above, including both developed projects and custom-built homes on vacant land. Building a home within a budget of 20 – 30 million baht allows for an ideal size and suitability.

“Currently, consumers planning for a new home have a better understanding and can compare the differences between the two options than before, such as the impact of location in the city versus the outskirts on home prices. For example, a 500 square meter home in a developed area can cost over 40 million baht, including land, while building a similar-sized home could cost around 12 million baht, plus approximately 10 million baht for land, totaling 25 million baht. This effectively reduces costs while allowing for personalized design and material choices, saving on maintenance fees, and achieving a more satisfying home,” Mr. Parinya explained.

Introducing ARRAY HOMEBUILDER's Unique Strategy: Art for Living, Design for You

Mr. Parinya stated that the challenge this year is to aggressively market the distinctive design that embodies the concept 'Art for Living, Design for You', targeting the new market segment of homes priced at 20 – 30 million baht and expanding service coverage nationwide, beyond just Bangkok and its vicinity.

The strategy of ARRAY HOMEBUILDER aims to tap into the purchasing power of the 'Young Millionaire' demographic across multiple fronts, starting with expanding home construction services nationwide for homes priced at 20 – 30 million baht. This approach will enhance brand awareness through all communication channels, aiming for a target of 15 homes built per year in this segment.

Additionally, the company emphasizes offering comprehensive services at accessible prices, including design, construction, interior decoration, and renovation, with over 60 standard house designs available, such as VILLADEL, a luxurious modern style, and THE MOST-D, a newly designed modern villa. Custom designs are also available for homes ranging from 500 to over 1,500 square meters, with average construction costs between 23,000 and 30,000 baht per square meter.

Regarding after-sales services, ARRAY CARE is a significant strength of the business, offering support from pre-construction, design, and financing assistance for up to 100% of the home's value, as well as coordination with government agencies.

“For every home, we conduct soil testing, which is often overlooked by other companies due to perceived costs. We check soil quality, test every foundation pile, and follow six inspection steps according to ISO 9001:2008 standards, along with a 20-year structural warranty, two years of system maintenance, and a five-year roof warranty, including three free maintenance services per year for five consecutive years, as well as repainting for homes that reach two years of age to ensure customer confidence in building with us,” Mr. Parinya stated.

Insights into the 'Young Millionaire' Demographic: Investing in Lifestyle and Home Functionality

Each home built is unique and charming, with different functionalities. The key is to understand the needs of the 'Young Millionaire' demographic.

Trends among this younger generation, typically 30 years and older, who have succeeded in modern (online) businesses and enjoy a luxurious lifestyle, mean that homes are seen as works of art that reflect their identity. Many of these new millionaires begin collecting art at a young age, using it to decorate their homes, which also serve as spaces for content creation, leading to the home-building concept of 'Art for Living, Design for You'.

Moreover, luxury homes in demand must include features like shoe and bag rooms of at least 6 square meters with a capacity for 1,000 pairs of shoes, show kitchens for warming food and hosting parties for 15 – 20 people, wellness rooms for the elderly, large enough for nursing care, and spaces for pets.

High-demand functionalities include rooms for storing jewelry and valuables, with some homes placing these near bedrooms for easy access, while others situate them in guest areas with robust security systems. Additionally, the installation of passenger elevators and specialized energy systems, such as solar panels, is becoming common.

Mr. Parinya noted that competition in the luxury home construction market is quite high, with each company having its unique style and offerings that meet customer demands. The company aims to expand its customer base in the 20 – 30 million baht home segment while increasing brand awareness among the younger generation. “When thinking of modern homes, we want ARRAY to be the first name that comes to mind,” Mr. Parinya concluded.

As a member of the Home Builders Association, ARRAY HOMEBUILDER regularly participates in association events and is currently preparing to join the Home and Garden Fair Living Festival 2024 from Friday, October 25 to Sunday, November 3, 2024, for a total of 10 days at the Challenger Building, Impact Muang Thong Thani.