Mah Sing launches Eazy to Own campaign, eyes RM1.6bil sales

  • Property
  • Wednesday, 19 Feb 2020

Lion dance troupe performs at Southville City's Chinese New Year open house event earlier this month. Mah Sing is targeting to achieve RM1.6bil this year.

KUALA LUMPUR (Bernama) -- Mah Sing Group Bhd today launched its ‘Eazy To Own’ sales campaign covering the group’s new and completed residential projects nationwide.

In a statement, the company said the campaign offers easy entry with low upfront costs, peace of mind by locking in current prices, and affordability with incentives and savings for house buyers who are looking to own their ideal homes.

The campaign has been crafted to address the needs of four key demographics with specific pain points.

The first group is people with the intention of buying, but are unable to afford a high down payment.

"This younger cohort is within the 25-40 age group which makes up three million population across Malaysia. They work in urban centres but reside in suburbs due to affordability issues.

"The second group consists of people who are currently renting. This is a varied demographic straddling lower-income workers and highly mobile professionals, and trends towards the younger cohort aged from 25 to 35,” it said.

The third key demographic are those who face difficulties in getting their loans approved.

This will target the B40 to lower M40 segment, mainly aged between 30 and 45, with household incomes of up to RM6,000 per month.

The fourth group comprises first-time house buyers who are millennial centric, urbane and educated with individual incomes of RM8,000 and below.

Meanwhile, Mah Sing has targeted to achieve RM1.6 billion sales for 2020, with a key focus on the affordable housing segment, as 84% of its full-year target sales are for residential properties priced below RM700,000.

"Our internal survey finds that the buyers’ key concerns are mainly pricing and affordability, location and creative or practical layouts.

"Thus, our latest sales campaign is in response to what the buyers want, which is in line with our growth strategy as a market-driven developer to be flexible and quick to adapt to the rapid changes in the market,” said founder and group managing director Tan Sri Leong Hoy Kum.

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