Chanuntorn Development Group has announced its 2023 plan, setting its sights on the Kanchanaphisek-Rama 2 area, targeting 3 locations in the Kalpapruek – Kanchanaphisek - Rama 2 zone to capture the high purchasing power market across all segments priced between 4-29 million baht. This follows the success of 2022, where the company closed sales on 3 housing and condominium projects in the Thonburi area, totaling over 3 billion baht, employing a comprehensive online marketing strategy aimed at the GEN Y demographic.

Ms. Sirinya Ruangpanyawut, Managing Director of Chanuntorn Development Group Co., Ltd., revealed that Chanuntorn is a real estate developer specializing in single houses, townhomes, and condominiums in Bangkok and its suburbs. The company aims to develop in all aspects to become a leading real estate developer in the country, as reflected in its performance in 2022, achieving sales worth over 3 billion baht from 3 projects, including:

  • MOTTO Kanchana - Rama 2, a modern twin house project located at the intersection of Kanchanaphisek - Rama 2, valued at 1.6 billion baht.
  • PE:LA Wutthakat Condominium, just 100 meters from the BTS Wutthakat station, valued at 475 million baht.

Another project, BE-MOTTO Kanchana - Rama 2, features luxury single houses at the intersection of Kanchanaphisek - Rama 2, with a project value of 900 million baht. Currently, only 2 units remain, and the project is set to close in the fourth quarter of this year.

“The positive response from all 3 housing and condominium projects reinforces customer confidence in our company, which we will leverage to develop new projects. Recently, we launched a new twin house project in Scandinavian style, MEWS Tientale 15, which saw overwhelming sales in the third quarter,” Ms. Sirinya stated.

Targeting the Online Market to Appeal to GEN Y

The sales success achieved even during the COVID-19 pandemic is attributed to the hard work of the management and marketing teams, who chose effective platforms and communicated directly with the target audience. The online marketing strategy aims to resonate with GEN Y, positioning the Chanuntorn brand as synonymous with enhancing quality of life and living standards through creative concepts and innovations, crafting the creative life.

This year, the company is focusing more on online communication to raise awareness of its projects among the primary target group, Generation Y (Gen Y). Additionally, it emphasizes the strategy of utilizing KOLs or Key Opinion Leaders who have influence and play a role in the online community to help promote the projects and increase sales opportunities.

“KOLs will help disseminate project information to the real demand group looking for homes and residences, keeping them updated on project news. We will also adjust campaigns, such as giveaways and discounts, every 3 months, along with engaging activities for customers who visit and book projects,” Ms. Sirinya explained.

2023 Plans to Target Every Segment

Regarding the real estate market situation in 2022, Ms. Sirinya observed a positive trend, noting the return of tourists to Thailand and a noticeable increase in hotel bookings, indicating a return to normal consumer behavior and urban lifestyles. This has led to continuous investment expansion in the real estate sector since early 2022.

For 2023, the company will continue to focus on developing residential projects across all segments, aiming to enhance the potential for residential development to meet customer needs, with a breakdown of 40% single houses, 40% twin houses, and 20% townhomes.

Additionally, the company plans to develop new projects on land awaiting sale in 3 locations: Kalpapruek zone, Kanchanaphisek-Rama 2 intersection zone, and Bang Bon-Ekkachai 139 zone, with price segments starting from 4.9 to 29 million baht, including twin houses and single houses. The potential of the Kanchanaphisek-Rama 2 area is enhanced by its rapid connectivity to the city, thanks to expressways and the Rama 3 - Dao Khanong - Outer Ring Road of Bangkok, which is currently under construction.

Setting Sights on Kanchanaphisek - Rama 2

The decision to develop new projects in the Kanchanaphisek - Rama 2 area is due to ongoing developments of the Rama 3 - Dao Khanong - Outer Ring Road of Bangkok, which will serve as a major route to alleviate traffic congestion between Thonburi and Phra Nakhon. Once completed, the project will increase land value in the Rama 2 area and further boost demand for housing in the region.

Moreover, the Rama 2 area has long been a popular residential location for homebuyers, offering quick access to the central business district and comprehensive amenities compared to other suburban areas of Bangkok.

With a vision focused on quality in every project and improving customers' quality of life, Ms. Sirinya clearly stated the company's path towards significant growth through a clear marketing strategy targeting specific demographics. The potential of each project's location differentiates it from competitors in the same area, both in terms of functionality that meets the new normal lifestyle and unique project concepts. Additionally, the Chanuntorn Smart Home Application has been developed as a service app for after-sales support for residents of all projects.

“Throughout the past year, our company has achieved significant success, and I am confident that next year will be another year where we can deliver results according to our planned objectives, under the concept of developing and delivering value in both price and quality, providing customers with residences that meet the highest consumer demands,” Ms. Sirinya concluded.