At the THAILAND Real Estate Leader event presented by Asia Plus Group Holding: Home Buyers x The NEXT Real on March 24, 2026, Khun Traitecha Tangmattatham, Managing Director of Supalai Public Company Limited, shared his experiences in the real estate business as it transitioned from father to son.

One significant story from Khun Tae recounts an important event after he took on the role of Managing Director at Supalai Public Company Limited, which demonstrated that in the business world, sales indicate short-term success, but the quality of an organization is defined by the trust of its customers. “An organization will be remembered for how it handles problems when they arise.” This was evident during the explosion at the Mingti Chemical factory on Soi Kingkaew 21, Bang Phli, Samut Prakan, on July 5, 2021, which affected over 300 homes in the project, causing an average damage of 500,000 baht per house, impacting both property and customer confidence. The company decided on the same morning to provide temporary accommodation for customers, renting hotels to accommodate them, and executives personally monitored the situation for over two weeks to ensure close oversight, employing the principle of “Jae or Jiah”—if damages exceeded insurance, the company would cover the difference, and if within the insurance limit, customers would receive full compensation.

During the crisis, including the explosion, flooding in Hat Yai, and earthquakes, employees did not ask whether they would "help or not" but rather "how to help", reflecting the organization's DNA and shared responsibility.

Khun Tae likened himself to "Spider-Man", stating that “with great power comes great responsibility”, and believes that assisting customers in difficult times creates lasting impressions and strong relationships.

In times of crisis, organizations must prepare in advance:

  • Control costs from the outset, plan before purchasing land, and assess figures from all dimensions.
  • Stable financial structure with low debt and high cash flow allows for flexibility in decision-making.
  • Strict investment selection, choosing only about 40 plots from 4,000–5,000 plots of land each year.
  • Project development strategies involve real market studies and long-term business operations.
  • International expansion focuses on investing in transparent countries like Australia to elevate standards.

As a result, the company has been able to maintain high profit margins consistently.

Supalai emphasizes setting prices that are appropriate for the real market, not just focusing on boosting sales.

  • Prices must be sellable and profitable.
  • No support for speculation, such as selling entire floors.
  • Adjust down payments during high demand to filter genuine buyers.

Life lessons that have shaped work ethics stem from experiences during a family economic crisis, where expenses had to be cut, and working three jobs a day was necessary to fund education abroad. These experiences instilled discipline, responsibility, and an understanding of the value of opportunity in Khun Tae, including:

  • His father taught him about honesty and hard work, often working 24/7, traveling on weekends to oversee projects in various provinces.
  • His mother taught him about patience and life management.

Summary

  • Our DNA is what our parents give us, but “the handwriting” reflects how we choose to act, as we make our own decisions. Therefore, what we do reflects our identity, according to Khun Traitecha Tangmattatham, Managing Director of Supalai Public Company Limited.
  • A Chinese proverb states, “The waves behind push the waves in front” (长江后浪推前浪), meaning that the younger generation must always surpass the older generation. This is true because today there are many learning opportunities and aids, and the previous generation must build a foundation and create a ladder for the younger generation to climb more easily.—Dr. Prateep Tangmattatham, Chairman of the Board and CEO of Supalai Public Company Limited.
  • The previous generation creates opportunities, and the new generation must build upon them to go further.
  • Business growth comes from trust, not just numbers. Ultimately, what organizations gain from every decision is not just revenue, but the trust of customers, which is a key factor for sustainable business growth.