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Friday February 22, 2013 MYT 12:00:00 AM
Saturday April 20, 2013 MYT 3:41:19 PM
by cheryl hew
CHINESE New Year is a time when many people buy festive foods and clothes to celebrate the occasion, but there are some who set their sights on bigger things — property.
Sensing the opportunity, enterprising developers have taken advantage of the festive atmosphere and influx of outstation visitors by increasing their advertising expenditure during the season.
Andaman Group sales and marketing head Datuk Dr Vincent Tiew said property developers in Perak generally choose to ramp up their advertising efforts during the Lunar New Year due to the large number of people travelling home from other states.
“At Andaman, we have launched four projects, which are the Taipan@Slim River, Taipan@Pantai Remis, Taipan City@Ipoh and Westlake View@Sungai Siput this Chinese New Year.
“The launches were timed to coincide with this period,” he told The Star.
Tiew said in Perak alone, the Andaman Group had spent about RM500,000 in newspaper and billboard advertisements as well as leaflets and in organising events throughout February.
“This is five times more compared to our Chinese New Year advertising expenditure in previous years due to the number of project launches we have at the moment.
“It has, however, paid off handsomely as our sales figure stands at about RM100mil since the beginning of this month,” he said.
Kinta Real Estate Sdn Bhd managing director Datuk Poo Tak Kiau, who has been in the property business for 25 years, said the good response generated during Chinese New Year was something unique to states like Perak.
“This situation is not possible in big cities such as Kuala Lumpur where it is deserted during festive seasons because workers leave town to be with their families back home.
“As these workers return en masse to states such as Perak, local property developers jump at the chance to heavily promote their projects in hopes of snagging potential purchasers shopping around for property.
“This seasonal boom can be clearly seen in our sales this year where 40% of the units in Phase One of our Tin City project in Falim was sold out just four days into Chinese New Year,” he said.
Poo added that the company’s other projects, The Majestic and Meru Desa Park, also did well during the period.
Kaizen Holdings Sdn Bhd chief executive officer Dr Tan Chin Yong said efforts to increase the number of advertisements through newspapers and billboards as well as putting up buntings during Chinese New Year had always paid off.
“The population of the city almost doubled when those working outstation returned to Ipoh to visit their parents and relatives.
“It makes perfect sense to increase our efforts in advertisements as we can reach more people during this period.
“The response this year is especially good due to Chinese New Year falling on a long weekend,” he said, adding that the company had sold quite a number of units of The Dorset Place and Somerset projects on Jalan Raja Dr Nazrin Shah and Jalan Sultan Azlan Shah, respectively.
Meanwhile, Total Investment Sdn Bhd managing director Tan Fun Kwai said its advertisements this Chinese New Year were focused on its upcoming Bandar Meru Raya project, even though the project was only slated to be launched in June.
“Based on my experience, those who return from outstation to Ipoh in search for property usually aim to buy houses for their parents or themselves.
“We launched an awareness campaign for the Bandar Meru Raya project in newspapers, magazines and billboards, in the hope of capturing the attention of potential purchasers,” he said.
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