On­line plat­form brings home good ad­vice about res­i­den­tial prop­erty

The Nation - - BUSINESS - JIRAPAN BOONNOON

BAANIA, a com­pany that pro­vides on­line com­mu­ni­ca­tion and data to sup­port prop­erty busi­nesses and their cus­tomers, ex­pects to of­fer its plat­form to the in­ter­na­tional mar­ket in 2020.

An­chana Val­li­pakorn, co-founder of Baania (Thai­land), said the prop­erty tech firm of­fers an in­tel­li­gent plat­form with big data management de­signed for prop­erty busi­nesses and peo­ple who want to buy houses and con­do­mini­ums.

The firm pro­vides an in­te­grated on­line mar­ket­place that al­lows cus­tomers to ac­cess in­for­ma­tion about homes from data an­a­lyt­ics via a web­site and a mo­bile ap­pli­ca­tion.

Home­buy­ers can ac­cess per­son­alised in­for­ma­tion to sup­port their de­ci­sions about which house or con­do­minium to buy.

The plat­form aims to be a source of com­pre­hen­sive real-es­tate in­for­ma­tion of­fer­ing to­tal so­lu­tions.

An­chana said the plat­form thor­oughly un­der­stands the re­quire­ments of new-gen­er­a­tion cus­tomers and re­sponds to those searching for any res­i­dence, whether they want to buy, sell, rent or even ob­tain a prop­erty for rental.

She said that for prop­erty busi­nesses that want to com­mu­ni­cate with cus­tomers, the firm pro­vides a busi­ness in­tel­li­gence plat­form with cus­tomer-de­mand and sup­ply anal­y­sis, com­pe­ti­tion anal­y­sis, mar­ket pre­dic­tions and brand value anal­y­sis, which would give prop­erty busi­nesses a com­pet­i­tive edge.

An­chana said cus­tomers who want to buy a new house or con­do­minium have changed their be­hav­iour over the years. Most cus­tomers will spend time ac­cess­ing home in­for­ma­tion via the in­ter­net be­fore they go to a sales of­fice to make a pur­chase.

More than 95 per cent of cus­tomers will ac­cess the in­ter­net in or­der to com­pare house prices be­fore they make a de­ci­sion, and cus­tomers nor­mally study 11 dif­fer­ent prop­erty projects. They use the in­ter­net to ac­cess in­for­ma­tion about trans­port, in­fra­struc­ture and fea­tures of the home, and com­pare prices be­fore they make their de­ci­sion.

The firm has so far had about 1.6 mil­lion users and ex­pects to reach a to­tal of 5.6 mil­lion users by the end of the year.

It cur­rently pro­vides in­for­ma­tion about more than 5,00 prop­erty projects in Chi­ang Mai, Chi­ang Rai, Lam­phun and Nakhon Ratchasima prov­inces, as well as Bangkok and its out­skirts. It ex­pects to pro­vide in­for­ma­tion about prop­erty projects na­tion­wide next year and ex­pand to other coun­tries in 2020.

She said that the to­tal prop­erty mar­ket this year would have a value of around Bt768.5 bil­lion, and about 58 per cent of prop­er­ties are in the Bangkok metropoli­tan area.

Prop­erty busi­nesses will spend 1-3 per cent of their bud­gets – or Bt7- 10bn – on marketing by the end of this year, with dig­i­tal marketing costs con­tin­u­ing to grow.

Baania be­lieves there is high po­ten­tial in pro­vid­ing an on­line com­mu­ni­ca­tion plat­form, dig­i­tal marketing, busi­ness plat­form and busi­ness in­tel­li­gence so­lu­tions to sup­port the mar­ket.

By the end of this year, the firm ex­pects to reach rev­enue of around Bt100 mil­lion this year, with to­tal rev­enue three times that in 2018 when the firm ex­pands its marketing base to the whole coun­try.

She said the firm is ne­go­ti­at­ing with busi­ness partners in Malaysia and Viet­nam in or­der to ex­pand its busi­ness to those coun­tries. It is also ac­cess­ing an­gel fund­ing from Rain Tree Dot Com and 500 Tuk Tuks.

“We analy­ses big data on hous­ing projects over the pre­vi­ous five to 10 years,” An­chana said. “This in­volves things such as cur­rent pric­ing and fu­ture price trends. It also com­pares in­for­ma­tion on hous­ing projects with the search be­hav­iour of cus­tomers.

“It is a good op­por­tu­nity to de­liver a use­ful ser­vice and in­for­ma­tion to cus­tomers and house sup­pli­ers or prop­erty busi­nesses.”

AN­CHANA

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