Frasers Property Thailand has revealed that the overall market for horizontal housing continues to face challenges from various factors, including economic conditions, interest rates, and rapidly changing consumer behavior. The key factor in overcoming volatility is the "understanding of the area and residents," which is considered the core of developing residential projects that can truly meet the needs of modern consumers, as evidenced by pre-sales of 3 new projects totaling over 1 billion baht.

Mr. Pawarun Udomsiri, Deputy Chief Executive Officer of the Residential Property Group at Frasers Property (Thailand) Public Company Limited, or "FPT," stated that although the trend in the horizontal housing market remains fraught with challenges, such as household debt burdens and increasing non-performing loans (NPLs), as well as an economy that has not fully recovered, there are still positive factors supporting consumer decisions. These include government measures to stimulate the real estate sector, a trend of easing interest rates, and the development of transportation infrastructure in various areas that enhance connectivity from suburban areas to the Central Business District (CBD). Amidst these challenging market conditions, the company successfully achieved pre-sales for new projects launched between May and June, totaling over 1 billion baht within 2 days of opening for sale. This includes the premium townhome project under the new brand Goldina (GOLDINA) in Sukhumvit-Bearing, which generated pre-sales of 350 million baht, and 2 single-house projects under the leading brand Grandio (GRANDIO), namely Grandio Khon Kaen-Mitr Phat, with pre-sales of 350 million baht, and Grandio Korat-Terminal, which achieved pre-sales of 300 million baht. This success is attributed to the implementation of 3 main strategies:

  1. Prioritizing consumer needs – Frasers Property Thailand places great importance on understanding consumer insights in each area and target group. The company utilizes this data in every process, from conceptualization and design of homes, usable spaces, and functions to after-sales service design. For example, the Goldina Sukhumvit-Bearing project presents a new home design under the concept "Urban Energy with Inner Peace," reflecting the target demographic of modern individuals seeking simplicity and style. The interior is designed to meet real living needs, such as indoor laundry spaces that mitigate issues related to rain and dust, multifunctional areas that can be adapted into workspaces or additional bedrooms, and communal spaces that accommodate pet ownership, along with the use of materials and innovations that consider sustainability and energy efficiency for the well-being of residents.
  2. Creating tangible value – Frasers Property Thailand focuses on delivering homes that are not just assets but living spaces that facilitate and fulfill the dreams of residents. The company continues to expand quality projects from Bangkok to major provincial cities like Khon Kaen and Nakhon Ratchasima with the Grandio brand, designed under the concept "A Dream Comes True," featuring Luxury European-style homes that reflect the beauty of dream homes combined with prime locations in terms of transportation, utilities, education, and healthcare.
  3. Financial stability – With a strong and sustainable financial foundation from a comprehensive business model covering residential, industrial, and commercial real estate, the company can continuously invest in and develop new projects in prime locations, even in a market facing pressures.

At the same time, Frasers Property Thailand remains committed to enhancing the quality of life for residents while caring for the environment through sustainable practices, including the use of eco-friendly construction materials and the rapid installation of solar panels in various projects. It is also the first real estate company in Thailand and Southeast Asia to receive LEED Gold certification for residential properties, setting a model for future developments.

All of this reflects the trend of modern consumers seeking homes that offer more than just shelter but can fully address all aspects of living, including safety, functional design, and adaptability to ever-changing lifestyles. This is the value that Frasers Property Thailand is committed to delivering in every project, aligning with its mission to create spaces that provide inspiring experiences and foster good living. Mr. Pawarun concluded.