SEMENYIH: UEM Sunrise Bhd believed right products at the right locations with attractive prices would bring in customers, amid the challenging property market.
Managing director and chief executive officer Anwar Syahrin Abdul Ajib said property development is a unique market where people are being selective on their purchase.
“The appetite of house ownership is different. When people talk about affordability, there is a lot of debate on price point. People say everything above RM300,000 is not affordable but we can’t look at the market in that way,” he told reporters after officiating the first handover of vacant possession for Serene Heights Bangi Development, here today.
Anwar Syahrin said most importantly buyers want to be more in control of their pockets and ensure cost of living and maintenance not too expensive.
“We believe at RM400,000 is still affordable range. Property is a tough business as they are lot of players in the industry. We have seen transaction trend over the years has been on downtrend,” he added.
Although the economy has seen a recovery, he said the property developer would remain cautious on the industry, citing that developers have been reviewing their sales target.
“We need to find ways to make sure people from all groups to either own homes or live in comfortable homes. We have to give time for the new government to address the needs of the rakyat,” he said.
Meanwhile, UEM Sunrise yesterday held its 'Begonia Handover Celebration' for purchasers of Begonia homes, the first handover of vacant possession for Serene Heights Bangi development.
Anwar Syahrin said the developer's Begonia homes received positive take ups during its initial launch in June 2015.
“Begonia sits on a 15.46-acre of land with a gross development value (GDV) of RM170.6 million. The project comprises 153 units of double-storey houses with lot sizes varying from 22x70 for intermediate units at 2,204 sq ft and 22x75 for end/corner/angular lot units ranging from 2,380 sq ft to 2,756 sq ft each.
“Our 121 units Acacia homes and 153 units Begonia homes were launched simultaneously in June 2015 and both phases were taken up within two days. Our 162 units of Camelia homes, launched in August 2016 were also fully taken up,” he said.
Meanwhile, the company's 170 units of Dahlia homes, launched in July 2017 has seen about 80 per cent take up for Dahlia (92 units) and 55 per cent take up for Dahlia 2 (78 units).
UEM Sunrise also offers its 'Houzkey' scheme for Serene Heights Bangi development, a collaboration with Maybank for easy financing for purchasers.
Houzkey is designed to assist those who have difficulties in attaining home ownership due to the high initial cost.
The scheme features low initial investment with only three months security deposit is required and customers can rent throughout the full tenure offered as well as they can choose to migrate to a mortgage facility.
Through this scheme, UEM Sunrise managed to generate interest among purchasers and have concluded several sales for its Acacia, Begonia and Dahlia homes.
UEM Sunrise chief operating officer Datuk Roslan Ibrahim said the company remains committed to developing Serene Heights Bangi into a sustainable and thriving community.
“With our strong track record in building sustainable communities that add value to the lives of those within our built environment, I’m confident that our residents here will happily call this place home,” he said.