Frasers Property Home (Thailand) is aggressively entering the horizontal housing market, aiming for sustainable growth. The company is fully committed to the single-detached home market with the launch of a new project called “Grandio,” designed to strengthen its presence throughout the city and meet customer demands effectively. The focus is on the City Home segment, establishing a foothold in prime urban locations, and positioning itself as a market leader in single-detached homes, with plans to unveil 25 new projects worth over 29.5 billion baht.

 

           Mr. Sanphin Sukhi, CEO of Frasers Property Home (Thailand) Co., Ltd. stated that the overall real estate business is expected to continue growing due to the demand for housing, particularly for horizontal homes such as townhomes and single-detached houses. In 2022, the company adjusted its strategy by increasing the proportion of high-end single-detached homes under the “Grandio” brand and the City Home brand, such as “The Grand Vibhavadi 60.”

            The company has also redesigned its homes to meet the needs of customers looking to elevate their living standards, expanding its market coverage as much as possible. Additionally, the company will maintain its strengths in the townhome market to reach those aspiring to own a home.

            The business plan for 2022 aims for revenue of 13 billion baht, a 13% increase from the 62 projects already on sale, with 25 new projects worth 29.5 billion baht, including 10 townhome projects, 2 neo-home twin house projects, 10 single-detached house projects, and 3 projects in provincial areas.

 

Currently, sales figures are not as critical since they cannot accurately predict revenue. What is more important is customer confidence in the products when purchasing homes, which will lead the company toward true sustainability. Therefore, we have consistently prioritized developing homes that fulfill the dreams of all customers, whether through outstanding and appealing designs, high-potential locations, or comprehensive and satisfying functions, which are key factors in customers' purchasing decisions.

By increasing the proportion of single-detached and twin houses by 60% and reducing the share of townhouses to about 34%, along with increasing provincial projects to 12%, the company aims to foster growth during this economic crisis, as the single-detached home market remains stable, and customers have a significantly higher loan approval rate.

 

 

As for condominiums, the company expects to launch its first project in 2023, targeting the Ratchada area with an 8-story condominium of approximately 200 units for privacy and less crowded common areas. The condominium development will focus on price ranges of 3-5 million baht, targeting Gen Y and Gen X customers who seek convenient living near public transport and high privacy.