A value proposition

LOCATION and convenience may be a top priority for property buyers as they shop for a new home, but value is key to the future of the property market. Holding firmly to this belief since day one, Trinity Group Sdn Bhd has successfully completed six projects in the last decade focusing on delivering value-driven homes. Going forward, this homegrown boutique property developer is set to continue doing what it does best: providing affordable luxury to the middle-income segment.

Despite the general market slowdown in recent years, Trinity Group has been enjoying satisfactory results due to increasing demands for value-added properties. Datuk Neoh Soo Keat, managing director of Trinity Group, explains, “What buyers really want is value. We create all our properties with value-added elements, whether through product innovation or community-building efforts. That way, buyers get more luxury features without paying a fortune.”

With the Klang Valley being a major attraction point for property investors, it has also become a highly-competitive market for developers. Nevertheless, Trinity Group is charging full speed ahead with the launch of two new projects in Kepong and Mont’Kiara in 2017.

Buyers can expect the same emphasis on value for the new projects, if not more. “Our new projects are built to offer two types of value to buyers. Firstly, value in the monetary sense where the absolute price of the property is affordable with steady capital appreciation. Secondly, value in enhancing the overall quality of living to make a positive difference in their lives through facilities and the living environment,” says Neoh.

When it comes to developing new projects, it is all about differentiation for Trinity Group. Drawing from its expertise in transforming the surrounding environment of a property, the developer is determined to offer a different lifestyle experience to buyers by incorporating community and sustainability elements into its projects.

Plans are already in the pipeline for Trinity Group to integrate a host of lifestyle concepts into new projects to improve convenience, accessibility and safety for buyers, especially for projects that are located within close proximity to public transportation. They include creating bicycle lanes and designated parking bays to encourage residents to cycle as a means of transportation for commuting to work or to the nearest train station. The developer is also exploring the idea with local authorities to implement a self-service bike-hiring system where residents can hire a bike, ride it to the train station and return it to the docking station nearby.

Trinity Group has also set its sights on leveraging technology by equipping buyers with a mobile application to monitor the security system in their homes or to contact emergency services when required. This service is particularly handy for residents who travel frequently for work or leisure.

Upcoming projects in Kepong and Mont’Kiara

Most of the new facilities will be included in the upcoming projects, such as the one in Kepong. With an estimated gross development value of RM300 million, this residential project is strategically located and will be supported by a plethora of key amenities and conveniences. If the high take-up rate of recent launches in Kepong is any indication, Neoh is certain the new project will be well-received upon its launch in 2Q2017. He points out: “The potential for development in Kepong is growing, especially the expanding middle-income segment. With the right concept, right location, right market and right price, our project will surely be a hit among the mass market.”

On the other hand, the upcoming Mont’Kiara project will be Trinity Group’s first foray into high-end development. Targeted to launch in 1Q2017, it will be competitively priced to entice the emerging middle-market homeowners with an affordable luxury concept and an upmarket address. Buyers can look forward to a landscape designed to seamlessly integrate nature, living and community, alongside luxury elements such as a concierge service offered at a minimum cost.

Buyers who expect a fancy facade for the Mont’Kiara project will be disappointed as the developer is focusing instead on elements that bring long-term value, such as quality living, space and facilities. For instance, spatial layouts are designed to eliminate inefficient areas, making every inch of the home usable. “By the time we launch the project in the market next year, we believe that it will be irresistible due to the overall concept and value. It will no doubt be another iconic project for Trinity Group,” Neoh reveals.

The Mont’Kiara project has an estimated GDV of RM500 million, a figure which the developer remains conservative about. “We don’t foresee a huge improvement in the slow property market and we don’t expect to have a 100% take-up rate, but I am confident our team will be able to achieve the targeted figure,” Neoh expresses.

Although the property market has remained soft for the last couple of years, Neoh is optimistic about the future. He observes: “The combination of an influx of newly-completed properties, fall in the ringgit and the tightening of property lending policies have contributed to the market slowdown. On the bright side, there are many opportunities for buyers to get good deals at the moment and it is a good time to buy. Property prices may start to rebound in 2017 and I foresee the market will eventually recover in 2018.”

Ultimately, Neoh believes that having a good brand which consistently delivers value, integrity as well as quality products will enable a company to weather the storm. “We always deliver on our promises,” he states. “In fact, I think boutique developers like myself are now on par with the big players in the market in terms of building quality products. That’s because we work towards delivering value and quality living experiences to the buyer.”

In the near future, Trinity Group is gearing up to unveil three additional projects in the Klang Valley, namely in Serdang, Ampang and USJ, as well as a residential project in London. For now, the developer is also focusing its priority on corporate social responsibility and assuming its commitment to not just developing living spaces, but also building communities and enriching lives. “We are always looking for ways to continue engaging with our buyers by supporting community-driven projects and philanthropy,” Neoh says. “As a developer, we play a role in changing our values to create a better society for the future.”

This story first appeared in TheEdgeProperty.com pullout on Oct 7, 2016, which comes with The Edge Financial Daily every Friday. Download TheEdgeProperty.com pullout here for free.