When counting real estate companies in the northeastern region of Thailand that have been around for over 30 years, there are likely only a few. One of the names that locals are most familiar with and trust is Pimarn Group, a major real estate developer that has been alongside the people of Khon Kaen for over 38 years. They have created nearly 100 projects in various forms spread throughout Khon Kaen, with over 9,000 families living in homes developed by Pimarn Group. The company has also expanded its projects to other provinces such as Udon Thani, Roi Et, and Lamphun.

The brand has crossed nearly four decades, and if it were a person, it would have experienced both hardships and triumphs, accumulating rich experience. Today, it is under the management of the second generation, led by Charnnarong Buristrakul, Managing Director of Isaan Pimarn Group, a businessman deeply connected to and having grown up in Khon Kaen.

Pimarn Group Grows Gradually with Khon Kaen

“Pimarn Group has grown gradually, starting from my father. We have developed alongside the city's economy. As the economy improves and regional development increases, more people begin to move in, especially when my father received the Gold Lotus Pillar Award from the Land Department for Pimarn Thani Village. This was a source of pride that motivated us to continue developing housing.”

“Today, Khon Kaen has government centers, health service centers, educational institutions, retail and wholesale centers, transportation hubs including buses, planes, and trains, as well as leading financial institutions, making it a central city of the northeastern region.”

“Khon Kaen is not a tourist city, but rather a medium-sized cultural city that is simple and comfortable to live in. It has everything that supports a quality lifestyle, as Khon Kaen offers great food, convenient transportation, close-knit communities, and plenty of recreational activities,” Charnnarong highlights the transformation of Khon Kaen.

Understanding and Connecting with Residents

Being a local for two generations, the Pimarn Group brand has grown alongside Khon Kaen. This is seen as a key to the brand's success because they ‘know until they understand’ the location, especially ‘understand until they connect’ with the needs of their target residents. They have initiated numerous projects with notable brands such as Pimarn Buri, Pimarn Place, Pimarn Chon Koey, Kanaree Ville Nong Phai, North Park Condo, HYDE CONDO, LAKE SIDE CONDO, etc. They can confidently say they have developed every type of housing in every location for every customer group, including single-family homes, townhouses, and condominiums at reasonable prices, allowing the brand to continually innovate new functions to meet the evolving needs of residents.

“We have been developing villages for a long time and have seen many families grow from young couples to adults, from getting married to their children growing up. They come back to buy another house, and when they have extra money, they invest in a condo with us for rental. Sometimes they even have a second home, creating various forms of connection.”

“When people come to buy a house, initially they may have low income and high payments. The first few years can be tough, but as time goes on and the debt is paid off, they become millionaires without realizing it. A house helps save money, but we also don’t want people to be in too much debt. In the past, buying a house required a 30% down payment, and the mortgage would be paid off in just a few years. Nowadays, down payments are less common, and mortgages are longer, but at least the interest rates are very low,” Charnnarong reflects on the buying behavior of homebuyers, ultimately showing that a home can become a long-term savings plan in one’s life.

Through the experience of creating numerous projects, Pimarn Group has learned and understood its customers better. Even small requests, such as asking for extensions or changes in design or materials, lead to improvements in future projects.

“Being close to our residents creates a bond, and we take care of each other as if we are neighbors and co-owners of the homes. We care about the community and society because we believe that development cannot be done in isolation; the environment must improve together.”

More than Quality Projects, We Need a Good Society

With Charnnarong's vision, Pimarn Group does not just focus on building houses or quality residential projects, but aims to deliver a quality society and a livable community. This concept is reflected in their choice of locations, project designs, after-sales service, and ongoing CSR and CRM activities, emphasizing strong relationships with residents and promoting a society for the elderly, as Khon Kaen has a senior population of about 20%, and the northeastern region has a relatively high elderly rate.

“When selecting locations, Pimarn Group strives to find a balance between costs and customer satisfaction, considering both existing residents and those expected to move in the future. First and foremost, we must ask ourselves: Will people want to live here? Is it convenient for living? Will they be happy living here? Are there good environmental conditions and amenities? Is it close to the community? It may not need to be next to a main road, but it should be easily accessible.”

Because they care about the well-being of their residents, even in small matters, many projects under Pimarn Group do not just develop from the gate to the security post like typical real estate developers. They also take care of public utilities from the security post to the main road, such as installing water systems, lighting, and road improvements, ensuring that residents have convenience and safety in a good environment.

“We prioritize good communities, promote a society for the elderly, and the culture here means that if you are in an active age, you will naturally visit each other. However, when entering a senior society, we need to think about creating more active living spaces in our projects, promoting health activities, exercise, and social activities to provide more areas for relaxation and socializing, creating new places to accommodate this community.”

“The nature of our customer base comes from people who know each other or have similar backgrounds. Our communities still have a neighborly atmosphere where people exchange gifts and help each other. I believe this may be a fundamental trait of the people here who love fun and camaraderie.”

Elevating to the Role of Urban Development

With an understanding of customers and a commitment to creating quality projects, Charnnarong reveals that since most customers are locals from this region with simple backgrounds, the signature design of projects under Pimarn Group emphasizes uncomplicated designs that are easy to maintain, comfortable, and of good quality, with well-utilized spaces. Some projects even focus on Universal Design to accommodate the elderly.

To further Charnnarong's vision and the Pimarn Group brand's goal of elevating communities to quality societies, many of Pimarn Group's projects often participate in various sectors to organize social activities.

This includes expanding Charnnarong's role as a board member of Khon Kaen Urban Development and honorary president of the Khon Kaen Real Estate Association to promote infrastructure that supports the city's growth, whether it be transportation systems, conference centers, urban planning, or even environmental projects.

“We believe that if the city is good, the economy is good, and customers and employees will also benefit. Our business will thrive alongside it. Business and society must progress together. Wherever there are gaps and we can help, we will assist and contribute. Some tasks cannot be done alone, so we invite friends to join us, whether it be the Chamber of Commerce or Khon Kaen Urban Development, to elevate Khon Kaen's economy so we can grow together.”

With the approach of “Growing Together,” Pimarn Group's next goal remains to develop alongside customers and the city, prioritizing the happiness of residents.

Because the pride of the brand is ‘when consumers move into our projects and find happiness.’

Explore the projects: https://pimangroup.com/