EdgeProp START launches with support from bank, property developers, industry leaders

• The initiative was made possible through strategic partnerships with trusted solution providers including AFFIN BANK, the official mortgage partner; Livspace as official interior design partner; Samsung for official home appliances; StashAway as official investment partner; and JBL for official audio devices.

KUALA LUMPUR (June 8): EdgeProp has launched START, a first-of-its-kind homebuyer reward programme in a closed-door event attended by more than 150 including property developers and industry leaders held at the auditorium of Menara AFFIN @ TRX today.

"It's very rare to get an occassion where you find so many industry leaders in one place, so it's a positive START to mark the collaboration among AFFIN BANK, EdgeProp and the property developers," said AFFIN BANK managing director for mortgage business Jessie Wong Yen Yee.

The initiative by EdgeProp was made possible through strategic partnerships with trusted solution providers including AFFIN BANK, the official mortgage partner; Livspace as official interior design partner; Samsung for official home appliances; StashAway as official investment partner; and JBL for official audio devices.

In his opening speech, AFFIN BANK executive director for group community banking Nazri Othman said the partnership embodies both parties’ shared commitment to make the journey of property shopping more accessible through EdgeProp START’s business partners and EdgeProp’s dynamic property data bank.

“We recognise it is not easy for both our developer partner sales team and our own mortgage sales consultants to secure a deal – only to find the buyer’s financial standing does not pass the minimum standard of credit assessment. With EdgeProp START, it helps to close the gap and make the homebuying process less stressful. 

“With START’s unique proposition, a potential homebuyer will enjoy a one-stop solution of the buying process: from credit screening to offering of financing, and the ability to cherry pick from a range of housing projects to actual fitting and decorating of their dream home,” said Nazri.

Meanwhile, EdgeProp managing director Alvin Ong, in his opening speech, said as a homebuyer himself, he could identify with the emotions shared by all homebuyers, including the thrill of seeing a place that catches your eye, the nervousness and uncertainty of applying for a loan, the joy of having the loan approved, the anticipation as you wait to move in, and that overwhelming sense of achievement as you unlock the door to your new home for the very first time.

“Yet, in all seriousness, the journey can be tough. It takes time, requires effort, and more often than not, it involves hard decisions.

“That’s where START comes in. We want to make the journey easier, more rewarding and more fun,” Ong said.

(Read how START can enhance your homebuying experience here.)

Positive response from property developers

The partner developers that have jumped on the START bandwagon are Aspen Group, BON Estates, Eccaz, Ideal Property Group, IJM Land, JKG Land, KLK Land, Low Yat Group, MCT Bhd, OSK Property, Paramount Property, Platinum Victory, SkyWorld Development, S P Setia, Tropicana Corporation and UEM Sunrise.

During the launch event today, many of them gave their thumbs-up to START.

“We are confident that the START platform provides a holistic approach to anyone who wants to learn about the property market and choices available in a professional manner. With this, house buyers are able to make an informed choice of their dream home.

“OSK is happy that we can fulfil these requirements and we have attractive projects to be listed to complement the START programme.

“Coupled with AFFIN BANK’s Home Step Fast, it makes homeownership even easier for the first five years for owners to set up their dream home,” said OSK Property chief operating officer for property development Seth Lim Sow Wu.

“We strongly believe that EdgeProp START is an exceptional platform that significantly facilitates and expedites homebuyers' purchasing decisions through its provision of reliable data and enticing lifestyle rewards.

“We are honoured to come on board as one of the preferred developers on this platform. We firmly believe that our extensive selection of properties, ranging from cosy studio apartments to luxurious 4-bedroom high-rise residences and spacious landed homes, will cater to the diverse needs of first-time homebuyers and individuals looking to upgrade their living spaces,” said Tropicana Corporation Bhd executive director for marketing and sales Krishnamoorthy Kuppusamy.

“The EdgeProp START campaign is very close to our hearts because it is synonymous with our tagline ‘Find Your Happy’, which is about helping customers find their happy along the journey of owning a home.

“As we all know, buying a home is one of the most difficult decisions, like it’s shown in the START video clip – it’s about ‘adulting’, so it’s good for us developers – together with companies like EdgeProp and banks – to create an ecosystem where we can lend a hand to make that journey less painful and more enjoyable,” said UEM Sunrise chief marketing officer Kenny Wong.

“START is a very innovative programme. It allows potential homebuyer to ride on the support and give them a good kick start towards the homebuying journey,” said S P Setia senior manager for sales and marketing Chris Choy Ying Loong.

“It’s a journey made easy for homebuyers all the way, especially with the loan financing support from AFFIN and we as developers providing the homes, whether for own stay, investment or for your children.

“START allows us to work together to provide a platform for all the buyers and we do not want to miss the fun,” said Paramount Property general manager for sales and marketing Chan Jy Mei.