"Lalin Property" has announced its business plan for 2022, moving forward to expand its business with the aim of becoming a National Housing Company and a leader in the country's horizontal real estate market. The company targets to achieve outstanding growth above the overall market for the seventh consecutive year, planning to launch 10-12 new projects valued at 7-8 billion baht, with a sales target of 8.5 billion baht and expected revenue of 7.2 billion baht, reflecting a continuous growth of 10%.
 


Mr. Chaiyan Chakarakool, CEO of Lalin Property Public Company Limited (LALIN), stated: In 2022, it is expected that the overall economy of Thailand will grow by about 3-4%, which is still not back to normal levels before the pandemic due to risks from new COVID-19 variants.

The real estate sector is supported by government measures that have extended the reduction of transfer fees and mortgage fees for residential properties priced below 3 million baht until the end of 2022, along with relaxed LTV criteria from the Bank of Thailand. Additionally, the horizontal market continues to benefit from changing consumer behavior, shifting from a preference for high-rise housing to horizontal housing, which better meets living needs in the New Normal era.
 

Although the economic outlook for 2022 may not be very favorable, the company remains confident in its strategic plans, management, and expertise, especially in the horizontal market. Therefore, it is assured that this will be another year of expansion, preparing to launch an additional 10-12 projects valued at 7-8 billion baht, with a sales target of 8.5 billion baht and expected revenue of 7.2 billion baht, reflecting a continuous growth of 10% from the previous year, which performed better than expected. This is part of the company's goal to become a National Housing Company and to be among the top five brands in the Thai real estate market that consumers think of when looking for horizontal housing priced between 2-8 million baht.
 

 

Mr. Churachart Chakarakool, Managing Director of Lalin Property Public Company Limited (LALIN), stated that the business direction for 2022 will continue to focus on the horizontal housing market that meets real demand, addressing the lifestyle needs of consumers in the New Normal era. The company will enhance its digital marketing strategies to reach consumers according to their lifestyles and utilize big data for customer insight analysis. The company places great importance on developing product designs that are aesthetically pleasing and functional for a perfect living experience.

            In terms of financial status, the company is very strong, with a debt-to-equity ratio (D/E Ratio) of only 0.6, which is lower than the industry average of 1.4-1.5. Additionally, it has cash reserves of over 1 billion baht to support business expansion. In 2022, the company has allocated a budget of approximately 1.1-1.3 billion baht for land purchases and is ready to adjust this amount according to the situation to support business expansion plans and sustainable growth.

 

            Last year, the company was the first real estate brand to spark the trend of French-style homes in Thailand with its French Colonial Style design, combining the elegance of French architecture with functional creativity that meets urban lifestyle needs in prime locations at affordable prices.

            Furthermore, the company will continue to drive the organization under the "Lalin The Next" strategy to become a real estate brand for Thai people, offering a better living experience that encompasses three main approaches to create sustainable growth from the present to the future:

Next Dynamic Sustainable - Management based on ESG principles for sustainable growth, being an organization that cares for the environment and values energy conservation, focusing on maximizing resource efficiency for a better quality of life.

Next Living Experience - Emphasizing customer importance, selecting project locations in prime areas, creating designs with modern architecture and trend-setting vision, choosing quality materials for construction that meet functional needs, reflecting every aspect of life as desired by customers, and delivering quality homes.

Additionally, the company has introduced living innovations LI (Lalin Innovation for Living) covering three aspects: 1.LI-Smart & Security - enhancing convenience and security systems.

2.LI-Eco System - delivering environmentally friendly homes to customers for sustainable living.

3.LI-Lively & Healthy - "healthy homes" focusing on air circulation, considering wind and sunlight directions, and selecting materials that help reduce the accumulation of germs to set new standards for living.

And Next Innovative Co-Creation - recognizing that the most valuable asset is "human resources," the company emphasizes the development of its members' potential, providing opportunities to fully utilize their capabilities. The establishment of the Lalin Academy supports personnel with continuous training in New Skill, Re-Skill, and Up Skill, preparing them for all changes. The company utilizes Data Analytics technology across the organization, transitioning from offline to online marketing effectively, and adapting to the New Normal work environment quickly and conveniently.