‘Anankorn Amorvathee’ , President of the Home Builder Association (HBA), has revealed his vision to create awareness, understanding, and accessibility for “consumers” as part of his 3-year agenda (2025 - 2027).

His goal is to build acceptance and credibility for the Home Builder Association among consumers nationwide through three missions: brand awareness, quality member development with comprehensive services, and establishing a deep data database for analyzing strategies to enhance capabilities and elevate business standards in the modern era, while emphasizing operations under the ‘ESG’ framework to lead the organization and related sectors towards sustainable growth.

Anankorn Amorvathee, President of the Home Builder Association (HBA), disclosed the vision and driving force of the association for the years 2025 – 2027, stating that for the past 20 years, the association has been committed to establishing standards in home building that are recognized by consumers. This year, it continues to innovate as a vital force in driving the home building business and the real estate industry, contributing to the economic growth of Thailand amidst challenges in the economy, competition, and consumer behavior.

The vision is to build acceptance and credibility among consumers nationwide, driven by three main missions: “B-Q-O.” These consist of:

B (Brand Awareness): Creating awareness about the operations of home building businesses, the products, and services offered by member companies, and how they differ from construction or other real estate businesses. For instance, how ready-to-sell homes are built. The Home Builder Association delivers value in products and services to consumers through communication via new media channels to enhance awareness, understanding, and accessibility, thereby building consumer confidence in using services from member home builders, which are increasingly distributed nationwide.

Q (Quality): Focusing on developing member quality by selecting quality member companies nationwide and providing knowledge through various training sessions, enhancing academic work in collaboration with educational institutions, such as creating construction standard manuals with Chulalongkorn University, which can be applied to ensure quality standards in construction and improve consumer service.

O (Organization): Developing an efficient member data collection system for the Home Builder Association to create a beneficial database for industry operations, enhancing business capabilities, competitiveness, and better meeting consumer demands.

“The association is moving forward to increase consumer acceptance nationwide, emphasizing the quality standards of products and services from member home builders, which are ready to support market expansion in Bangkok, surrounding areas, and provinces. Consumer demand for home building varies across different price levels; we must address consumer needs effectively. I believe that under this concept and mission, we will create awareness, understanding, and acceptance among consumers nationwide,” Anankorn stated.

The development of the organization as the Home Builder Association has established a business framework for members to operate under the ESG (Environmental, Social, Governance) concept, which emphasizes environmental concerns, community coexistence, and governance, conducting business with honesty and transparency, and being sincere towards consumers, leading to sustainable growth and creating a livable society.

In the past, the association has continued its sustainability efforts under the ESG framework in various dimensions, receiving the Excellent Trade Association Award for 2024 from the Department of Business Development and the Thai Chamber of Commerce for two consecutive years. Last year, it initiated a project for an energy-efficient house design competition to raise environmental awareness among the youth and the general public, as well as the “Home Builder Association Creates Future for Thai Children” project, continuing for the 11th year through scholarship donations, library construction, restroom repairs, and providing educational opportunities for schools in rural areas every year.

Regarding marketing for member companies, the association has organized events such as “Home Building and Materials Focus” and “Home Building and Materials Expo” as marketing events twice a year, at the beginning and end of the year, to allow member companies to directly showcase their products and services to consumers. This year, plans are in place for a roadshow in provinces as a proactive approach to reach consumers.

As for the home building market situation in 2025, if assessed by segmenting according to price levels, in the segment of homes priced below 5 million baht, purchasing power in this group is expected to slow down and shrink due to rising household debt resulting from increased living costs and insufficient income to cover expenses.

Meanwhile, the segment of homes priced between 5 – 10 million baht is also affected, as banks are tightening credit assessments, leading to loan applications being denied or approved for less than the desired amount.

In the segment of homes priced between 10 – 20 million baht, the impact is moderate, as economic instability may indirectly affect decision-making, causing delays in home construction decisions.

For homes priced above 20 million baht, this market is less affected, as this group typically has savings. However, due to uncertainties in the political and economic situation, some consumers are delaying their decisions.

The missions for this year and the coming years will continue to require adaptation to changes. However, based on the vision and planned missions, consumers will increasingly recognize, understand, and access the standardized products and services from member home builders, expanding their reach even further.

“In the future, the Home Builder Association will be an organization with knowledge about home building, a central hub for information, statistics, and innovations related to the home building business that is trustworthy and recognized by consumers. It will be a central organization that helps enhance capabilities and increase market opportunities for member companies, gaining broad acceptance and cooperation from both public and private sectors. All of this will be part of a 3-year agenda to ensure that the Home Builder Association contributes to sustainable economic growth alongside all sectors,” Anankorn concluded.