Sansiri looks ahead and sets its sights on 2022, declaring it the People Year by embracing the trend of individualism and transforming the real estate marketing landscape with the concept of “YOU-Centric”. This approach places you at the center of home and service development, addressing the diverse needs, lifestyles, and ways of living, emphasizing that brands must prioritize every individual, marking the end of the Customer-Centric era.

  •  “Sansiri”, the leading real estate brand in the country, is launching an aggressive campaign for 2022! It announces the “YOU-Centric” concept, making ‘you’ the focal point in developing housing projects, condominiums, and townhomes, aiming to win the hearts of all target groups and segments, covering all diversity, lifestyles, and ways of living.
  •  It identifies 2022 as the People Year, where brands must delve into the needs of people, including customers, employees, consumers, and society. With the rising trend of individualism, people are increasingly valuing equality and authenticity, as consumer groups become more diverse in terms of gender identity, physicality, age, interests, lifestyles, and the recognition of the value of individuality, prompting a shift in product development, services, or marketing communications.
  •  Sansiri is set to kick off the most significant marketing communication campaign of the year and unveil ‘YOUniform’, a new sales staff uniform designed based on an understanding of the diversity of employee identities and a commitment to sustainable environmental friendliness this March!

Thosaporn Karakij, Head of Brand Team at Sansiri Public Company Limited, stated that Sansiri is attentive, understanding, and prioritizes every need, establishing a new marketing communication strategy that will transform the way real estate communicates with customers in a way never done before with the “YOU-Centric” concept. Over the past year, we have observed insights regarding the individualism of consumers, which has become more diverse and complex.

Today, our world is much more open compared to the past, so we strive to understand customers through their true identities and use that as a starting point for developing projects and services that meet every aspect of ‘you’. This has always been a priority for Sansiri. Moreover, ‘YOU’ or ‘you’ in Sansiri's context also includes employees, partners, and society. We emphasize being a Global Citizen by conducting business alongside environmental and social responsibility, from using eco-friendly materials to supporting communities. Larger entities must assist smaller ones, reduce disparities, and promote equality to create a better quality of life, a happy community, and sustainability for the Sansiri family, reinforcing the essence of ‘People’ as one of the key drivers under the ‘STEP BEYOND’ business plan for this year.

“For Sansiri, we view the “YOU-Centric” strategy not as something new but as an evolution that combines a deep understanding of customer identities, which are now undeniably more complex. The traditional concept of Customer-Centric is no longer sufficient. Today, our world is open in many aspects, whether it’s true identities, gender, interests, or even age, all of which have much broader perspectives compared to before. Therefore, setting the question of who our customers are based on old criteria may not yield good results compared to getting to know customers through their true identities. This serves as a bridge to connect with customers, as understanding their true selves is one of the Key Success factors for the brand. Developing projects and services from understanding and paying attention to details and customer needs has always been our approach because we recognize that each person is diverse, with complex identities, interests, and ages, leading to the “YOU-Centric” strategy,” Thosaporn added.

According to the report ‘Decoding 3 Consumer Trends in 2021’ by Wisesight, Thailand's leading social media analytics service provider, individualism is one of the key trends that marketers must watch in 2021 and 2022. Consumer behavior has changed, with people increasingly valuing and being open to the individuality of each person, clearly evident in aspects such as age, gender, body shape, status, appearance, and skin color. Particularly in the context of beauty standards related to the Miss Universe 2021 pageant, this topic became the third most discussed issue last year, with 24,000 messages and an engagement rate of up to 10 million. This has sparked a movement to raise awareness of the value of individuality on social media and to stop valuing any single standard, instead emphasizing the importance of all values of diverse identities. Additionally, people today seek more happiness in their lives, making homes a place that fulfills every need and lifestyle of each individual.

Thus, the “YOU-Centric” strategy will be conveyed through the presentation of Sansiri's projects and services, stemming from a process of understanding and genuinely valuing the essence of ‘you’ in everyone. This will be showcased through the launch of 46 new projects worth a total of 50 billion baht, covering every segment and price range, featuring designs and functions that meet every need and lifestyle, from condominiums priced under one million baht to homes starting at two million baht, up to new residential projects under the Sansiri Luxury Collection. Customer care will be prioritized from the very first step and throughout the living experience with Sansiri, ensuring comfort and peace of mind for ‘you’ every step of the way, such as ‘YOU Financial Support’ for financial consulting, joint loans, and finding the best offers from various banks, ‘Sansiri Smooth’ providing the smoothest home-buying experience from selecting a home, securing a loan, transferring ownership, and moving in, ‘Plus Property’, experts ready to address all real estate service needs, and ‘LIV 24’, a real-time 24-hour security service from a control center.

“In addition to presenting projects and services that are genuinely conceived from the essence of ‘you’ as a customer, we believe that the “YOU-Centric” strategy will introduce a new dimension that will add vibrancy to the Thai real estate industry. We will witness diverse and distinctive designs in terms of Uniquely Design, such as the new series of townhomes under the brand ‘Siri Place’ called ‘Dream Destination’, inspired by dream travel destinations like New York City, Tokyo, and most recently, Paris and Amsterdam. Soon, we will kick off the first item of “YOU-Centric” with the ‘YOUniform’, a new uniform for Sansiri sales staff designed based on an understanding of the diverse shapes of employees, suitable for real-world use and friendly to customers and our world. Additionally, Sansiri is preparing to create a buzz with many marketing communications, launching a grand campaign throughout 2022,” Thosaporn concluded.

Stay tuned for the latest brand campaign that will address every diversity, lifestyle, and way of living, reflecting the essence of ‘you’ from Sansiri, coming soon!