Thailand's property firms are adapting their marketing strategies to meet the new information-technology era, and are cementing an image change from property market operators to lifestyle businesses.
Although they have not abandoned traditional marketing media, many firms are using integrated marketing with increasing emphasis on new online channels.
For example, Land & Houses (L&H) has launched an Internet homepage, www.my1sthome.in.th, aimed at attracting first-time homebuyers. The company is reaching out to a younger market, such as new members of the workforce, who expect to use the Internet to obtain information.
Sansiri has begun using the wildly popular social-networking power of YouTube, Facebook and Twitter as a means of attracting people to its main website www.homeandicom. It hopes to be able to create a social network between the company and its customers.
Meanwhile, LPN Development plans to bring an online social-net-working atmosphere to its new website, www.30happydays.com. The company has now developed more than 60 residential projects, and it hopes the website will become a centre for communication between the company and its customers.
Property Perfect launched its latest marketing tool via a social online network after 15 per cent of its customer were found to visit its projects through Facebook and Twitter, said project-planning director Thongchai Piyasantiwong.
The company also launched a miniseries that can be viewed at www.thehappylivingstory.com, to help drive its sales, he said.
LPN Development managing director Opas Sripayak said his company's website would create a close relationship between the company and its customers, providing a channel through which the company could learn by direct contact what its customers wanted in order to suit their lifestyles.
Suparat Veerakul, vice president for communications at L&H, said her company's homepage was aimed at tapping customers aged 25-35 who were probably first-time home-buyers.
The page includes tips on how to buy houses. It also provides games to test people to see whether they are ready to own a home. Other content includes promotions and details of L&H products. LH Bank will also provide online consultation services to people on home financing, she said.
People who sign up as members of the homepage will receive a special loan rate from LH Bank when buying residences advertised on the site.
She said it should fit with the lifestyle of the "young adult" group.
"We think the Internet is the most effective way to reach them," she said.
Samatcha Promsiri, senior marketing manager at Sansiri, said after opening its digital-era marketing media earlier this year that integration between new media channels would help the company to respond faster and provide information directly to customers.
Research by the University of the Thai Chamber of Commerce shows demand for Internet access has become increasingly popular, especially among college students, who these days do their research and seek information on the Internet for their papers and careers.
The number of Internet users in Thailand reached nearly 13 million at the end of last year, according to a survey by TT&T.
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