Nai Fong Co., Ltd. decodes the success of the Salaya One Residence project, a premium condominium brand that has become a best-seller in the Salaya area. The project highlights five key factors that contributed to the phenomenon of pre-sales for buildings A and C exceeding targets, with residents moving in by the end of this year. The company is moving forward with the sale of the new building B after achieving over 80% sales in the previous buildings, confidently raising the standard of condominium living with innovative features like Smart Room and Smart Building, showcasing its potential as a top choice in Salaya, meeting the needs of both homeowners and investors, with rental rates soaring to 90-100%.

Ms. Potjaman Vorakitpokathorn, Head of Project Marketing at Nai Fong Co., Ltd., a leading real estate service provider in Thailand, revealed that the company has achieved significant success by presenting the Salaya One Residence project in the prime location of Salaya, Nakhon Pathom, which has generated a lively response with pre-sale bookings amounting to 800 million baht.

The success stems from five main factors that have made Salaya One Residence a top choice for customers in the Salaya area:

  1. The project's concept features a unique mixed-use area that includes residential units, a hotel, serviced apartments, a women's dormitory, a lifestyle mall, and various amenities within the project.
  2. The project's location is strategically situated at the mouth of Tangsit Alley, on the same side as Mahidol University, with convenient access to major roads like Borommaratchachonnani Road and connections to Phutthamonthon Sai 4 and 5, making travel easy, including access to the new red line train project.
  3. The room design is functional and spacious enough to comfortably accommodate two people.
  4. It offers exceptional value, catering to customers looking to live comfortably or invest with satisfactory returns, starting at just 77,600 baht per square meter, fully furnished and ready for occupancy by the end of this year.
  5. A marketing strategy that directly targets buyers through both online and offline channels, including providing purchasing advice to customers, resulting in referrals and repeat purchases.

“This success is due to Nai Fong's keen market insight, understanding what customers want through on-site market studies and rental market research, which revealed that there are very few premium projects available, mostly targeting the C market. The information gathered will be used to develop premium products that meet the needs of two main groups: homeowners and investors,” she added.

Nai Fong is set to launch a new building, reinforcing its success.

In addition to its prime location, one of the highlights of the Salaya One Residence project is the design of spacious 34.9 square meter rooms that provide ample living space, comfortably accommodating two residents.

Compared to the average room sizes in the same area, which range from 22 to 32 square meters.

Regarding the development plan for building B, Ms. Potjaman stated that it aims to build on the success by offering a new living experience surrounded by comprehensive amenities, enhanced by cutting-edge innovations like Smart Room and Smart Building, which will elevate the quality of life. Features include a video door phone for added security, allowing residents to communicate with visitors from the lobby without having to go downstairs, and access to some CCTV cameras in common areas. Additionally, there are smart switches that can be controlled by voice or set to turn on and off via mobile devices, ensuring convenience no matter where you are, along with smart air control that can also be managed similarly.

Easy to Rent, Comfortable to Live In

Ms. Potjaman stated that the company targets two main groups: those buying to live in and those buying for investment, including students from Mahidol University and Mahidol Wittayanusorn School, whose families have high purchasing power, as well as medical personnel. The rental market in the Salaya area also plays a significant role in the decision to buy for personal use or rental. The company presents customers with new opportunities while comparing investment costs with potential returns. For condominiums in the CBD area, current returns are only 3-4% per year, while investing in the Salaya project offers an average return of 5-6% per year (with high rental demand and a new demand group emerging every year from new student enrollments at surrounding universities, allowing for accurate predictions of tenant numbers, with most leases being long-term, typically four years).

“Currently, premium apartments in the Salaya area have rental rates of approximately 10,000-15,000 baht per month, with a rental occupancy rate of 90-100%. In contrast, other apartments in the market have rental rates of about 3,000-7,500 baht per month, with an occupancy rate of 70-80%,” she noted.

For Salaya One Residence, buildings A and C have already achieved over 80% booking, totaling more than 800 million baht. Nai Fong and the project owner, Mee Nam Development Co., Ltd., are committed to developing a project that truly meets the needs of living and investment, with retail spaces currently in collaboration with various shops, including convenience stores, restaurants, coffee shops, bakeries, nail salons, and stationery stores.