Show houses to boost sales

THE RM2mil Hartamas Regency show residence looks like a big double-storey detached house from outside. However, the moment you step inside this air-conditioned building, you’ll be surprised to find that it houses a penthouse, an apartment and a sales office complete with water features, lounge area, and even mock-up lifts. 

There is also an interactive community portal to simulate how residents of the proposed luxury condominium could communicate with each other and do online bookings and video on demand. 

If there is an award for the best show unit in the country, the PJD Group may win the honour. The two luxuriously furnished units come complete with a sophisticated security system. 

The show residence is located on the site of the Hartamas Regency condominium development in Sri Hartamas, one of KL’s affluent residential addresses where bungalow developments like Duta Nusantara and Hartamas Heights were launched recently. 

PJD Management Services Sdn Bhd senior general manager of marketing Lim Lian Seng said the group wanted to show people a “true to life” end product in its efforts to build a brand name in a niche market. 

Indeed, many visitors were impressed with the show residence particularly the double-volume ceiling of the duplex unit. According to Lim about 30% of the 246 units in Hartamas Regency 1 had been sold during the soft launch. The official launch was held on Saturday. 

The glass-panelled window showroom entrance to the Equine Home Gallery.

“I believe people like to see beautiful things. Hence our show residences will enable one to have a true to life feel of the product before they make their decision. For instance we have mock-up lifts that open out into a lobby and to the apartments,” he said, adding that sales had picked up since the completion of the show residence recently. He said the show residence would later be converted into an arcade with shops and a café. 

Another eye-opener is the Equine Group’s new 5,000 sq ft Equine Home Gallery in Putra Permai in Seri Kembangan, Selangor. Billed as Malaysia’s largest property showroom, it boasts of the first of its kind concept where technology, aesthetics, customer service and convenience for home purchasers are placed under one roof. 

Equine Group executive chairman Datuk Patrick Lim Soo Kit said the gallery would also serve as a one-stop centre where a buyer could select a project, have access to a panel of lawyers, communicate with the banks online without leaving his seat. 

“We showcase all our products in a very conducive environment where the purchaser is made to feel like a King. Our philosophy is one of continuous commitment and innovation by exploring every aspect of the industry to see how and where we can fulfil the needs of today’s discerning buyers and exceed their expectations.” 

“That is why we also organise site visits where potential buyers can see how our houses are built. It has been a huge success with many people ended up buying our products,” he said, adding that the group would be building more such galleries and show units for its future developments. 

The Equine Home Gallery has been designed using glass-panelled windows to allow sunlight to stream in resulting in a spacious, aesthetically pleasing ambience for customers. 

The last property boom in the early 1990s saw many show houses, property showrooms and show villages sprouting in many developments. Whenever there is a new house design to be launched, the developer would usually build two show units. One unit would be fully furnished while the other would be empty. The aim is to give buyers some ideas on how to furnish their house and utilise space. The empty unit would show how the completed house would look like without the frills. 

Show villages have become part of the Malaysian property development scene. Developers would use their show village as the venue for sales launches, tea parties, events and other social gatherings for residents. Some are large and had between a dozen to over 20 show houses complete with landscaped gardens, streetscapes, gazebos, and children’s playground. 

The spacious interior of the Equine Home Gallery showroom.

In order to give purchasers an idea of what a “Green Street” concept looks like, show houses are built within cul-de-sacs where drains and utility cables are covered with pedestrian walkways and jogging tracks. Some show village concepts are based on the development theme such as parkland (Bandar Botanic) central park (Setia Indah and Bukit Indah, Bandar Nusajaya) and Green Street concept (Bukit Rimau). 

Examples of new show villages and those that were built a year to two years ago include the lovely show village at Bandar Botanic (fountains, water spouts, playground, some show houses, bridge over an artificial pond and a nice sales office); Lestari Mansions (two fully furnished and four semi-furnished semi-detached show houses have been built); Setia Indah and Bukit Indah, Bandar Nusajaya (both projects by the S. P. Setia Group have a large show village with a central park each). 

One of the earliest show villages in the Klang Valley was Land & General Bhd’s lovely show village in its Bandar Sri Damansara. The developer would build a few show houses with each launch of its many house designs in this township. The show houses were tastefully furnished and drew large crowds during weekends. They were demolished with the opening of the Damansara-Puchong Highway. 

Another popular show village among house buyers was the one up in Bukit Antarabangsa where mock up units of the Atheneaum-at-the-Peak condominium units, Canterbury Heights, Tropicana City, Kyoto Gardens condos and other designs were put up and some were luxuriously furnished. The show units were so appealing that some purchasers bought on the spot.  

Bukit Rahman Putra also had a nice show village but recent checks showed that the place had been neglected and several show houses were being demolished.  

Most sales offices today have one or two mock up units. The nicer ones include Damansara Perdana, Mont’ Kiara Damai show village (it is actually a building with a sales office, some mock up units and some water features); and Far East Group’s sales office in Sri Hartamas. 

The IGB Corp Bhd has a modern “Property Showcase” at The Boulevard, Mid Valley city in KL while visitors to Gita Bayu near Seri Kembangan can view some furnished bungalows and the lovely clubhouse.  

There is also a big property showroom in Seremban 2. Similarly, S.P. Setia has built a modern sales office at the site of its Duta Nusantara development in Sri Hartamas, Kuala Lumpur. It is building some show bungalows. 

Even some low-cost apartments like the Pangsa Rakyat in Pajam, Negri Sembilan that is under construction, has a block where three units had been furnished to suit different budgets. 

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