BOLD MOVES
by Lim Lay Ying
Property Times, New Straits Times
15th May 2004

The Chinese follow the saying ‘When no one ploughs the field, no one enters; but when one ploughs, everyone does it’.

Therefore when a few developers began experimenting with creative ways to use amenity packages such as a central park or lake as a means to market their new development schemes, many others entered the market. So did the multitudes who wasted no time in declaring that they too are providing gated and guarded concepts in their residential developments, but have little inkling about the enormous responsibility (and liability) that comes with the offering.

These are not necessarily new companies. Many are seasoned real estate developers whose corporate goal is to either protect or create their development’s long term competitive edge and profit potential. They have always been aware of factors such as crime, the need for shopping convenience and schools, and even subtleties such as deterioration of the living environment, which are the homebuyer’s prominent concerns.

However, few realize that changing the product, reinventing the concept, and creating a new way of life that attempts to match consumer needs, demand a deep understanding of the new social planning role that comes with the process. And these involve much more than traditional maintenance and accounting functions – they involve many other issues such as social-related ones never before imagined.

Pioneering New Concepts

And if ever there’s any residential developer who has been more aware of this than anyone else, it must be Tan & Tan Development Bhd. which pioneered the concept of luxury condominium living in the country. Its track record built on years of experience in condominium development and management (dating back to the early 1980s when its maiden luxury condominium scheme, Desa Kudalari made its debut in the city’s real estate sector), is confidently endorsed by the Malaysian public which responded with repeated overwhelming support for the company’s new project launches.

With each new project, the company experimented with new ideas – concepts which were foreign to the Malaysian way of life then. Desa Angkasa proved an instant hit with the foreign diplomats and expatriates in the city with its low-rise low-density theme. 33 Ampang Hilir-Tara and 39 Lingkungan U-Thant introduced super-sized apartments to city folks – at a time when most developers were still apprehensive about the condominium market.

Micasa kicked off the serviced/hotel apartments concept in the city, and its resounding success prompted the launch of Sucasa Corporate Apartments in January 1992. Completed in late 1993, options to buy or lease the serviced suites which were equipped with hotel facilities including a business centre and conference rooms, were offered to interested parties.

Satisfying High Expectations

It is with this undisputed reputation of being able to consistently satisfy the high expectations of the well-to-do consumer that the company boldly created the first private gated and guarded residential community in the country, Sierramas.

Sierramas, located in the fast-emerging Sungai Buloh suburb, introduced the Greenstreet concept to residential development in the country. The concept features covered drains and sewers and underground cables, and maintains a theme of luscious greens and uninterrupted views. Within the development, Tan & Tan Development Bhd. initiated the “zero-lot line” concept to its homes – a concept which has since garnered several followers from amongst Malaysian real estate development companies. Spurred by the demand for homes in Sierramas, the company launched Sierramas West – a 28-acre development which carries through the original Greenstreet concept.

Through a related subsidiary, Johan Kekal Sdn. Bhd., the management unveiled another jewel – this time in the prime area of Federal Hill, off Jalan Travers in Kuala Lumpur, last year.

In total, only 148 homes styled in various forms from bungalows, semi-detached houses, townhouses, to condominiums, over a land area of 18 acres, can lay claim to the Sri Bukit Persekutuan address. Resident privileges include access to a clubhouse which features a swimming pool, gymnasium, and function rooms, in addition to a resident park reminiscent of tropical gardens.

Prices start from RM1.25million for the 80 condominium units to close to RM5million for the 24 bungalows. The six semi-detached homes and 38 townhouses which were snapped up in a month from their launch, went for RM2.65 million up and RM1.4 to RM 1.8million respectively.

Easing Consumer Concerns

For all its developments, Tan & Tan Development Bhd. employs new initiatives to address consumer fears both about crime and personal safety, and concerns about the trustworthiness of the developer and the property manager. They include, amongst others:

• forward-thinking site plans that create smaller neigbourhoods within a community and houses that feature a strong orientation to the street
• association-controlled and -managed video monitoring of all cars entering and leaving the community, complemented by an integrated security system
• association-managed security, including manned entries and roving security patrols with a team of dog handlers with guard dogs who patrol the community through the day and night
• homes equipped with panic buttons and security alarms that are linked to a central monitoring system at the guard house
• perimeter security system with video monitor detectors and security cameras encircling the community boundaries

Because the company has been able to build upon whatever it has achieved year after year since 1971, it has been able to trigger positive responses continually – each time the Tan & Tan brand name is mentioned. The way its products are presented, the way they are designed, and the way their quality is maintained, are all reflected in the mind of their consumers.

It is one company which will start to plough the field when no one else dared to or even thought of doing so.