Pruksa Real Estate, the leading player in the real estate sector, has unveiled its key strategies for the second half of the year, moving forward with new marketing approaches and planning to adjust its portfolio to aggressively target the condo market with long-term revenue goals. The company is set to launch numerous highlight projects while also expanding sales channels to align with the behaviors and lifestyles of various customer segments.

Ms. Supattra Paopiemsub, Deputy CEO of Pruksa Holding Public Company Limited, stated, "In the first half of the year, the company recorded total sales of 24,376 million baht, with revenue of 19,282 million baht and a net profit of 2,426 million baht. We have launched 26 new projects valued at 19,900 million baht, and in the second half, we plan to introduce an additional 42 projects worth a total of 41,500 million baht. There are several highlight projects in both the premium and value business segments, such as ‘The Reserve Sathorn’, ‘Passorn Bangna-Ring Road’, ‘The Privacy Chatuchak’, and ‘Pruksa Ville Ramkhamhaeng-Ring Road’. We will employ a new marketing strategy that emphasizes quality and amenities in our projects, creating product differentiation tailored to each customer group, while also increasing the proportion of digital media usage to reach target audiences. Additionally, in the townhouse segment, we aim to maintain our market leadership by expanding into provincial areas in major cities and the EEC region.

The company has also introduced New Sales Channels, adding three new avenues: “Brokers”, which will help reach condominium customers who are foreigners, “B2B”, offering special discounts to partner organizations, with 1,314 partner organizations (including subsidiaries) already on board. In the first half of the year, sales from these two new channels accounted for 28% of total sales. Another new sales channel is Pruksa Member, which encourages Pruksa members to refer buyers, with referrers receiving special privileges under specified conditions. It has been found that 47% of referred customers end up purchasing Pruksa properties. Importantly, we have a large database of over 1 million customer records, which will help us reach various customer segments to drive sales even further.

Regarding the progress of investments in the healthcare business, construction of the Vimut Hospital is currently underway, with an expected opening in the third quarter of 2020. In the meantime, there are plans to open the “Vimut Doctor's House”, a clinic providing general medical services and health consultations for community residents. This is another business extension from Vimut Hospital, with the first pilot project set to launch in the Rangsit area, Khlong 3, Pathum Thani, by the end of this year. The Rangsit area is a large community with numerous Pruksa projects, and we plan to expand to other communities in the future.

Mr. Piya Prayong, CEO of Pruksa Real Estate Value Group, Pruksa Real Estate Public Company Limited, revealed, "In the second half of the year, we will adjust our portfolio to focus more on launching condominium projects to set long-term revenue targets. We will introduce an additional 10 condominium projects, accounting for 40% of the total portfolio, located in various areas including the city center and along the BTS line. This is expected to significantly increase our market share in the condominium segment. For single houses, we will focus on creating differentiation in design, functionality, amenities within the projects, and living innovations to best meet customer lifestyles. In the second half of the year, we anticipate recognizing revenue from the transfer of four condominium projects, namely Plum Condo Pinklao Station, Plum Condo Ramkhamhaeng Station, Urbano Ratchavithi, and Chapter One Eco Ratchada-Huai Khwang, valued at approximately 12,200 million baht. Coupled with the low bank rejection rate of 4.6% for Pruksa customers in the first half of the year, due to our Ready to Move in and Pre-Approved strategies for both single houses and townhouses, we are confident that we will achieve our revenue targets as planned."

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