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Amid a challenging economic environment where developers are faced with a softer property market and higher inflation, it has become imperative for the big boys in the industry to come up with brand campaigns which will set themselves apart from their competitors.
One of these developers, Gamuda Land Sdn Bhd, is noted for its innovation. Gamuda Land has introduced a Safety 123 campaign to highlight the brand values of all its townships ranging from mature projects such as Kota Kemuning in Shah Alam, Bandar Botanic in Klang, Valencia in Sungai Buloh to its luxury properties in Horizon Hills, Johor, and Jade Hills in Kajang, Selangor.
The campaign was launched via radio and the Chinese newspapers about three months ago. 
Senior general manager of group marketing and branding, Angela Tham, says safety represents one of the four pillars under the company’s design philosophy. The other components are quality design, community and amenities as well as healthy lifestyle.
“Safety is part of Gamuda Land’s DNA,” says Tham. To give residents peace of mind, Gamuda Land has incorporated a three-tiered security system as part of the comprehensive amenities provided for many of its gated communities (such as Bandar Botanic) and other award-winning townships. Panic buttons are installed in the homes of its gated and guarded townships such as Jade Hills.
There will be a guardhouse at the main entrance and advanced closed circuit televisions (CCTV) surveillance placed at the entrance of the residential precincts to monitor all incoming and outgoing traffic.
The CCTV footage can be viewed at a security control centre. There is only a single point of entry and exit at each of the precinct to tighten security. The residents are also provided with personalised smart tags for entry into the townships.
There is also perimeter fencing with camera surveillance surrounding its developments to prevent intruders from climbing in.
To further strengthen security, Tham says Gamuda Land has provided not only 24-hour patrolling but also put in place a clocking system at designated checkpoints to ensure that all areas are thoroughly covered by the guards.
Its Safety 123 measures include concealed drainage to provide safe walkways for pedestrians and curbs or speed breakers along the roads to slow down traffic.
A cul-de-sac system has also been adopted to separate primary traffic from residential roads to minimise traffic passing through the clusters of homes.
In the case of Horizon Hills, besides the cul-de-sacs, wider crosswalks and roll-over kerbs have been built for the safety of pedestrians.
Tham says a lot of thought has been given to ensure residents enjoy a wholesome environment complete with amenities and quality lifestyle befitting their exclusive enclaves.
Gamuda Land’s concern for the environment is mirrored in the master plan of many of its award-winning townships, which emphasised the preservation of natural landscapes.
Its Kota Kemuning project won the Planning, Innovation and Concept Award 2000, before clinching the Urban Redevelopment, Conservation and Rehabilitation Award 2003 for its Wetlands Park. Both were awarded by the Malaysia Institute of Planners.
Kota Kemuning also won the Landscape Community Park Award 2003 from the Selangor government for its Hillpark development. That same year it won the Best Maintained Township Award from the Ministry of Housing and Local Government as well as the Landscape Planning Award and International Award for its Wetland Park from the Singapore Institute of Landscape Architects.
The following year, Bandar Botanic Central Lake bagged the National Landscape Award in Best Landscape Township Category from the Malaysia Landscape Association.
Features such as lush and scenic thematic parks and lakes have been incorporated in many of Gamuda Land’s townships.
Tham says the natural topography of the land and undulating hills have also been preserved. While both outdoor and indoor living is given equal emphasis, subtle touches have been applied to the home designs to make its indoor living an extension of outdoor living. For instance, one can be sitting in your dining area while enjoying the view outside.
With all these advantages, Gamuda Land property owners have been able to enjoy average capital appreciation of between 20% and 40% on their investments and command high rents.
Horizon Hills: One with nature
Horizon Hills, a gated development spread across 1,200 acres of freehold land in Nusajaya in South Johor, has seen capital appreciation of between 12% and 18% when the first parcel of its 475 homes under Phase One of the Gateway precinct were handed over to the purchasers in the middle of this year.
As the name suggests, this precinct represents the entry point to the project. Its 20ft by 70ft 2-storey link houses were sold at RM280,000 during its launch in 2007.
A random check on the Internet showed that these units, with a built-up of 1,845 sq ft, are on the secondary market from RM313,000 to RM330,000. They have four bedrooms and three bathrooms.
Its cluster homes, sold at RM380,000 during the launch three years ago, are being marketed today for around RM500,000, according to a real estate agent. Partially furnished units with a built-up of 2,495 sq ft are being rented at RM3,000 to RM3,300. These units come with four plus one bedrooms.
Some of these homes, with land area of 32ft by 70ft and a built-up of 2,213 sq ft, are being resold for RM450,000.
A clubhouse and an 18-hole golf course designed by Ross Watson have helped to boost property values in Horizon Hills.
Membership to its Horizon Hills Golf and Country Club is open to select purchasers only.
Unlike Kota Kemuning where the golf course is located smack in the centre of the development, the fairway in Horizon Hills meanders through the whole residential area to give residents a feel of the open space surrounding them, says Tham.
When Horizon Hills’ golf precinct, covering 80 acres, was launched at end-2007, there was initial public scepticism that the sale of its 600 units, including bungalows, which fell within the economic hub of Iskandar Malaysia, would do well.
But Tham says the scenario has changed today, with the surge in growth in Nusajaya and Iskandar Malaysia incorporating developments such as Puteri Harbour and Kota Iskandar, and the Johor state new administrative centre.
Works on infrastructure and educational projects are nearing completion. Among them is the Newscastle University Medical Malaysia, which has started to recruit students for the September 2010 intake for its Bachelor of Medicine or Bachelor of Surgery programmes. The university is expected to be completed in September 2011.
Iskandar Investment Bhd has also recently inked an agreement with De Ruyter Maritime Institute and Willem Barentsz Maritime Institute to establish a Dutch Maritime University at its EduCity by June 2012.
Meanwhile, the Malboro College Malaysia is expected to open its doors by September 2012. Besides these projects, Legoland and an indoor theme park are scheduled to be completed by 2012. All these developments augur well for Horizon Hills.
Tham says it has been proven that properties sited near universities, such as Universiti Putra Malaysia, Universiti Kebangsaan Malaysia, Universiti Tenaga in Serdang and University Teknologi Mara in Johor Baru, have seen strong appreciation of capital values.
Meanwhile, a three-tiered security system ensures the safety of the residents. With generous provisions of parks, lakes and open spaces, including thematic gardens and a 30km cycling path network, the theme-based Horizon Hills is a picture of a green and healthy lifestyle.
Tham says the theme for each precinct has been carefully selected to give it a proper representation. For instance, the Greens, which refers to “open spaces”, comprises a secondary forest that will be left untouched.
The Island will have water features while the Peak indicates the highest point of the development.
Since Horizon Hills’ natural water catchment is located on higher ground, the water will be filtered into its lakes and ponds.
The other precincts include The Valley, The Waterfall, The Woodlands, The Heart and The Hills. Surrounded by generous landscaping and other amenities, they create an enriching living experience for residents.
The total gross development value (GDV) of Horizon Hills is RM3.8 billion.
Although many concepts from the Kota Kemuning project have been replicated in Horizon Hills, Tham says many new ideas have been incorporated into the latter to make it a distinctive township.
Overall, the density at Horizon Hills is considered low, with four units per acre for the semidees, three units per acre for the bungalows and eight units per acre for the link houses.
Jade Hills: By the hills, by the lakes
This boutique development in Kajang, Selangor, covering 386 acres, is sited on hilly terrain, with its topography kept intact to ensure its natural settings. Some 20 acres are allocated for green lungs and open spaces to ensure a healthy lifestyle.
Jade Hills, with a GDV of RM1.5 billion, has 12 thematic gardens with walkways and recreational facilities. They are complemented by three lakes: Misty Lake, Willow Sweeps and Water Spring. Hence, its tagline: By the hills, by the lakes.
Another low density development, this project features 3.5 units per acre, says Tham.
About 60% of the development comprises bungalows with semidees and garden terraces making up the rest.
The Jade Hills homes are built in split-levels around the natural contours of rolling hills. Its freehold bungalows are priced from RM1.6 million to RM2.6 million.
The bungalows, originally priced at RM1.5 million, are said to be worth about RM3.5 million on the secondary market, with a monthly rent of RM15,000.
The Jade Hills homes reflect an oriental theme. Its completed clubhouse, Jade Hills Resort Club, features a contemporary Chinese teahouse.
This gated and guarded project features, among others, cul-de-sacs and a three-tiered security system.
Like Horizon Hills, its homes are built in clusters that are linked by walkways.
“A lot of our homes are weaved into a fluid manner because we want to reduce traffic. Practicality has always been mportant to us,” says Tham.
This article appeared in Luxury Living, the special focus pullout of The Edge Malaysia, Issue 782, Nov 23-29, 2009.
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