This is imperative in order to survive in today’s highly competitive market, said Bukit Kiara Properties (BKP) Sdn Bhd group managing director, N.K. Tong, who spoke at the Eighth Surveyors Congress in Kuala Lumpur last week. In his speech titled “Innovations in highend condominium projects”, Tong said new ideas should always be intertwined with meeting and exceeding customers’ needs and wants.
“While having innovative features are sure ways to side-step competition, not fulfilling the functional requirements of a homebuyer spells disaster for any development,” he said. “Therefore, it is vital for innovation to have a holistic coverage in the areas of marketing, design and customer service.” Tong told participants the traditional method of just using advertisements and commissions to drive sales in a project are no longer sufficient.
Today, there is a need to apply longer term marketing strategies, such as setting up impressive showrooms or show units, to create an appealing lifestyle impression to cater to an increasingly design-conscious public.
As an example, he said some of BKP’s projects managed to garner interest and sales without media advertisements due to their unique features. Hijiuan Kiara’s spa island – for the exclusive use of residents – was marketed as “your private oasis” and was a hit among buyers.
Similarly, the company’s latest Verve Suites project will feature a unique sky lounge called Vertigo Lounge, which it expects to be a major selling point.
On customer service innovations, Tong said there is a need to go the “extra mile” to incorporate value-added support, such as setting up dedicated management teams to focus on homeowners’ needs.
“This can go a long way to bring longterm benefits to customers as well as ensure continuous capital appreciation for their investments.” However, he added, innovation alone is not enough – or as effective – unless it is integrated with other company values in order to develop and maintain true success and customer loyalty.
