Despite the overall housing market for low-rise properties being affected by various factors such as the economic situation, interest rates, and rapidly changing consumer behavior, Frasers Property has adjusted its strategy to better understand the area and its residents. This has resulted in all three new projects—GOLDINA Sukhumvit-Bearing, GRANDIO Khon Kaen-Mitrphap, and GRANDIO Korat-Terminal—achieving total pre-sales of over 1 billion baht within just two days.

The three main strategies are:

1. Prioritizing consumer needs - Focusing on consumer demands in every aspect, with each townhome or single-family home project from Frasers being the result of in-depth data collection that incorporates consumer insights from each area. For example, the premium townhome project GOLDINA Sukhumvit-Bearing attracts a new urban demographic with the concept of “Urban Energy with Inner Peace,” blending simple modern design with practical functions for real life, from indoor laundry and drying areas to versatile multipurpose rooms that adapt to lifestyles, including pet-friendly spaces for families with pets.

2. Creating tangible value - Providing concrete value to residents, such as the single-family homes under the GRANDIO brand in a Luxury European style located in prime areas of provincial cities like Khon Kaen and Korat, with the concept “A Dream Comes True,” making the home a space of happiness every day.

3. Financial stability - Maintaining a strong and sustainable financial position with a solid business foundation through comprehensive operations in residential, commercial, and industrial sectors.

In the first half of the year, total sales across all projects, both low-rise and high-rise, reached 20 billion baht, with four low-rise projects already launched and an additional four set to open in the second half of the year.

The market for single-family homes remains strong and is a key driver for the organization, followed closely by new premium townhomes like GOLDINA, with ongoing development even during market fluctuations. It is also the first in Southeast Asia to receive LEED Gold certification for residential properties.

For instance, GOLDINA Sukhumvit-Bearing has received the Energy Saving Home Certificate.

1. Insulation installed on the roof to prevent heat.

2. Use of low-heat-conducting wall materials.

3. Installation of ventilation systems.

4. Selection of high-performance electrical appliances.

5. Use of heat-reflective paint.

6. Roof designed to support solar panel installation.

7. Increased proportions of air and light openings.

This emphasizes a genuine commitment to both “quality of life” and “the environment,” reflecting Frasers Property Thailand's medium to long-term adaptability.

1. Cost reduction in various materials that are equivalent but cheaper.

2. Reducing various expenses, such as changing construction methods, like using wall forms on-site instead of precast. While aesthetics and speed may not match precast, it aligns with the current market situation that does not require rapid construction as before.

3. Launching new products that attract more customer interest.