The Home Builder Association has adjusted its plans for the Online Home Building Expo 2021 in hopes of expanding marketing channels for its members. This decision comes after the postponement of the Home Building and Materials Expo 2021, originally scheduled for August, to the last quarter of the year. Worawut Kanjanakul revealed that a survey of 400 consumers found that 72% were affected by COVID-19 in their decision to build a home, with over 60% taking more than six months to consider and decide on building a home ready for occupancy.

Mr. Worawut Kanjanakul, President of the Home Builder Association (HBA), stated that the association has decided to postpone the “Home Building and Materials Expo 2021” from August to the last quarter of 2021. However, to support its members, the association will hold the Online Home Building Expo 2021 as a Virtual Online Exhibition, focusing on creating a database of new potential home builders. The event is scheduled to take place from August 27 to September 6, 2021. It is expected that this activity will stimulate marketing and sales ahead of the year-end event. At the same time, target consumers will find it easier and more convenient to access the exhibition, helping to prevent the spread of the pandemic, especially COVID-19. Additionally, this initiative will modernize the image of the Home Builder Association and provide more opportunities for construction companies in provincial areas to participate in association activities.


Mr. Worawut Kanjanakul, President of the Home Builder Association (HBA)


The decision to hold the Online Home Building Expo 2021 prior to the Home Building and Materials Expo 2021 is partly based on a survey conducted with over 400 consumers, revealing some interesting data:
 ➢ The COVID-19 pandemic has significantly impacted the decision to build a home, with 72% of respondents indicating it affected their choices, while 28% reported no impact. This data suggests that the higher-end home market remains viable, unlike the smaller or mass market homes priced below 5 million baht, which have been more adversely affected by the pandemic. Consequently, some construction companies that previously focused on the mass market are now shifting towards the higher-end market starting at 10 million baht.


➢ When asked how long they would take to build a home ready for occupancy, it was found that 24% would be ready to build within 6 months, while 65% would take more than 6 months up to 2 years, and 11% would take 2-3 years. This indicates that most individuals looking to build a home are likely to do so in 2022-2023, a period when the COVID-19 pandemic is expected to ease.


➢ Regarding preferred locations for building homes, the top three areas are still in Bangkok and its vicinity, accounting for 37%, followed by the Central and Southern regions at 18%. This data shows that over 55% of customers looking for home builders still prefer locations in Bangkok and its surrounding areas, as well as the Central region.


 
Additionally, Mr. Worawut noted that the survey indicated that 84.2% of consumers still trust the companies that are members of the association, reflecting consumer confidence. Therefore, the association is enhancing access between its members and consumers through its website, www.hba-th.org, making it a central hub for those interested in building homes to find information and access various house designs along with member promotions more easily and conveniently. The website will also be continuously promoted and updated with useful content for both members and consumers.
 
“2021 is another year where the home building industry faces numerous negative factors, forcing companies to adapt. However, if the COVID-19 outbreak is not controlled, the industry will continue to struggle, and consumers who initially planned to build homes may have to delay their plans,” Mr. Worawut concluded. He added that as of July 2021, the pandemic situation has not improved, with over 10,000 new cases reported daily. The association will need to monitor the outbreak situation along with government measures announced daily to assess the feasibility of its activities moving forward.