Realty agent invests to reverse slide

International property agency Knight Frank Chartered (Thailand) has set aside a Bt50 million budget for an aggressive marketing campaign to boost sales and achieve a target of between Bt2.5 - Bt3 billion. The plan follows a tough period which has seen a drop in both domestic and foreign buying.

The company’s managing director, Phanom Kanjanathiemthao recognised the purchasing power of buyers had been hit by the global recession, concluding marketing must be taken directly to the customer target.

The company plans to launch two big events at Siam Paragon:’Taste of Living’ on April 22-May 3 and another in November . The company also plans smaller events on a project by project basis every month in Bangkok - to boost sales substantially from the Bt200 million total of the first quarter of this year.

knight-frank

The company’s director of residential department, Frank Khan, said t the company must change its marketing strategy from mass media and traditional media such as billboards and print advertising. Instead it will adapt to a direct and event marketing strategy, offering a special promotion campaign to customers.

More than half of its sales now come from event marketing, the rest from customers who visit project sites.

Knight Frank Chartered (Thailand) manages sales for four residential projects worth nearly Bt10 billion, including Boathouse Hua Hin, worth Bt5 billion, Phuphatara in Rayong province, Bt2.5 billion, Baan Chaan Talay in Cha-Am, Bt1.4 billion, and My Resort Bangkok, Bt1.8 billion.

The company also plans to sign new contracts as a sales agency with two new residential projects worth between Bt1.7-Bt1.8 billion in May and November this year. One project, worth nearly Bt1 billion, is in Bangkok and the other, worth between Bt700 million and Bt800 million, is in Sriracha, Chon Buri province.

‘Taste of Living’ in April-May will offer seven property projects worth more than Bt10 billion. They include its four projects: Boathouse Hua Hin, Phuphatara, Baan Chaan Talay, and My Resort, together |with The Star Estate @ Pattanakarn 69, Supalai Casa Riva, and Park Lane Jomtien Resort.

Khan said the company expects - from a marketing budget of Bt5 million - sales of between Bt800 - Bt900 million from the 12 day event.

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