Frasers Property Thailand unveils its residential business strategy to strengthen its brand positioning with new products, brands, and features for modern urban living

FPT's plans for its residential business come amid improved performance in the first quarter of FY2025 ¹. Despite challenges in the Thai real estate market, its residential business generated THB 2,003 million in revenue for 1Q FY2025, a year-on-year increase of 15.7%. This success stemmed from FPT's strong strategies and operations, as well as several high-potential projects, including Grandio Bangna Km.5, Grandio Kaset-Nawamin, Grandio Future-Rangsit, Golden Town Siriraj-Ratchaphruek, and Golden Neo Sukhumvit-La Salle.

Performance was augmented by the company's marketing campaigns aimed at boosting brand awareness and stimulating purchasing decisions by demonstrating a customer-centric approach and showcasing home designs catering to modern urban lifestyles.

Mr. Somboon Wasinchutchawal, Chief Financial Officer and Acting Chief Executive Officer of the Residential Business, Frasers Property (Thailand) Public Company Limited said, "This year, FPT aims to grow by 23%, targeting revenue of THB 11,200 million in its residential business. The company aims to appeal to discerning homebuyers while strengthening its brand positioning with its new projects, brand offerings, and innovative functional designs focused on the premium and luxury segments."

The six new projects FPT plans to launch across prime locations in Bangkok, Nakhon Ratchasima, and Khon Kaen include:

• Five low-rise housing projects valued at THB 9,353 million, consisting of single-detached and semi-detached houses in the premium to luxury segments under the brands The Grand, Grandio, and the newly launched Gramour, which has been well-received by the mid-to-high-end customer segments. Additionally, a new premium townhome brand, Goldina, will further reinforce FPT's leadership in the townhome market.
• One condominium project under the brand KLOS Ramindra-Fashion, building on the success of the previously launched KLOS Ratchada condominium.

Including currently launched projects under development, FPT's overall residential business in 2025 is expected to comprise a total of 79 low-rise projects and 2 condominium projects totalling THB 114,738 million. The company also plans to expand more small-scale urban projects to meet the needs of existing customers and attract new ones with three main strategies under its 'Together for the Greater Living' brand positioning:

1. Function and Care - FPT emphasises attention to detail to appeal to the modern sustainability-minded homebuyer. This is reflected in features such as the integrated light channels, enhanced ventilation, and higher-than-standard ceilings in its new home series, which improve air circulation and reduce indoor temperatures during the day. Additional features include the Clean and Cool Air filtration system, which removes mold, volatile organic compounds, dust and PM 2.5 particles. Solar panel installation services are also available for residents. Homes are equipped with indoor laundry, drying, and ironing rooms to address concerns about dust and rain while drying clothes. Public garden spaces are designed to suit modern lifestyles, incorporating pet parks and areas for growing vegetables alongside decorative plants within the project's green spaces.
2. Real Estate as a Service - FPT's strategy aims to provide a holistic experience for homebuyers by offering comprehensive services and amenities. This includes accessible after-sales support and leveraging technology to enhance the customer experience. The Frasers Property Thailand Experience (FTX) application, available to residents of FPT homes, provides access to planned neighbourhood activities, exclusive resident privileges, and a convenient way to report repairs and track their status.
3. Sustainable Living - FPT is committed to promoting sustainable living through its product offerings. The Grand Riverfront Ratchaphruek-Rama 5 homes were recently recognised with LEED v4.1 Gold certification for Residential Single-Family homes, making it the first housing project in Thailand and Southeast Asia to be certified under the globally recognised green building standard. Moving forward, FPT intends to incorporate LEED design standards into all its projects. The company is also committed to elevating Thai residential standards by applying for Thailand's Rating of Energy and Environmental Sustainability (TREES) certification, the country's official assessment of energy and environmental sustainability issued by the Thai Green Building Institute (TGBI).

"Our commitment aligns with FPT's strategy of 'Secure Core, Embrace Future,' which focuses on retaining existing customers through increased engagement with residents while also attracting new customers with new products, brands and features. This dual approach enhances our ability to connect with younger customers. We offer high-quality homes and condominiums designed to prioritise customer needs, catering to their lifestyles today and anticipating their needs for tomorrow, in line with Frasers Property's Purpose - Inspiring experiences, creating places for good," Mr. Somboon concluded.

^{1 October - December 2024}

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