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Rebranding Bandar Seri Putra’s Blueprint

After two decades, this township rises from its slumber to become a unique thriving hub of activities, given the new marketing initiatives for the area

BY YVONNE YOONG

Bandar Seri Putra is a strategic residential location suited for elite Malays in the Southern Klang Valley. Sitting in the developed town area of Bangi, it is one of the ideal townships and preferred location for many home buyers, especially elite Malays.

The Malays have an endearing quaint but pertinent saying – “Tak kenal maka tak cinta” which resonates with a truth that can be applied to Bandar Seri Putra. To the unacquainted, the township spanning 898 acres of freehold land which is developed by Bangi Heights Development Sdn Bhd, a subsidiary of United Malayan Land Bhd (UM Land Bhd) since 1997, is viewed as being situated in a rustic, far flung area in Bangi tucked within the Hulu Langat constituency in Selangor – some 2.5km from the Selangor-Negeri Sembilan border.

To the astute though, this unchiselled raw jewel has all the makings of a thriving township in the future – given its easy accessibility via the dedicated Putra Mahkota Interchange EXIT 213 from North South Highway (PLUS). In addition to this, the township which includes Bukit Mahkota, Taman Impian Putra, Bangi Avenue and the Nilai Industrial Park in the border state of Negeri Sembilan as its neighbour has also seen its population count rising throughout the years – with the younger generation and first time homeowners choosing to stay close to their parents in this township.

The township which originated from a rubber and palm oil plantation estate 23 years ago – when its master layout plan was first approved – is now a township brimming with infinite potential.

Hadyan Ibrahim, Head of Subsidiary of Bangi Heights Development Sdn Bhd says:- “We started selling 261 bungalow lots and shop offices in 1997 before the construction of the PLUS Toll Interchange which is a joint development with LION Group was completed.

Bangi Heights Development, a subsidiary of UMLand Berhad incidentally represents a joint venture company between UMLand and Capitaland from Singapore.

He adds that the first handing over of vacant possession was in 2000 and in the beginning, it was an uphill task trying to sell the bungalow lots. Over the years, things have improved and as to date, 85% of the township has been developed and handed over to its purchasers.

In terms of completion of its project, to date – 4,822 units of residential and commercial units have been handed over in this self-contained township which comprises terrace houses, town houses, bungalow lots, semi-detached units, bungalows, cluster homes, shop offices and apartments.

Properties in Bandar Seri Putra have a propensity of fetching promising capital appreciation over the years given the potential of the township

Promoting the 4Ps of Price, Product, Promotion and Place

His four-pronged strategy encompasses the 4Ps of “Price, Products, Promotion and Place” represented by four pillars of the strategy he has put in place to be implemented for Bandar Seri Putra’s rebranding exercise.

“Under my tenure, I have plans to develop another 15 per cent of the remaining land of approximately 150 acres within 10 years’ time,” he says adding that the initiative would include redeveloping, revamping and rebranding the entire township.

Hadyan, being a result-oriented person, has again demonstrated his accomplishments and in getting things done for the recently completed development of Putra1 Apartment.

Sales of Putra1 Apartment which was initially slow, has picked up and the take up rate as of now is 86% since he spearheaded the operations for Bangi Heights Development.

“In terms of place or location, Bandar Seri Putra’s growth will be enhanced by the proposed upcoming High Speed Rail (HSR) Kuala Lumpur – Singapore – Putrajaya Station project. Since the project is still in KIV stage, we are hoping that the project will proceed, as it will contribute significantly towards this area – and especially Putrajaya, Cyberjaya, Nilai and Bangi’s future economic growth.

“This will help to transform Malaysia as a whole, into a “high-income developed nation” he opines.

Elaborating on the finer points of his rebranding strategy, he intends to reposition Bandar Seri Putra as the nearest township to Kuala Lumpur by capitalising on its location – being situated in the heart of the South Klang Valley.

“This is a brownfield area and Bandar Seri Putra is a self-sustained township that has been here since 20 years ago. Moving forward, we are now in the midst of rebranding the township with 150 acres worth of land to be developed,” he adds.

In terms of the product and pricing, he opines that properties at Bandar Seri Putra are attractive for first-time home buyers given its attractive positioning.

For instance, its Putra1 Apartment freehold low density units are priced at a competitive RM376 per sq ft.

“When we talk about property development and strategies – we talk about the 4Ps. The pricing for Putra1 Apartment units with built-up areas ranging from 854 sq ft to 1,224 sq ft are priced from RM351,000.

“Each of the unit comes with two parking bays and three swimming pools,” he says highlighting the value added offerings for the low-density apartment development spanning across 8.9 acres.

The tallest block is 23 storeys high – offering elegant “semi-dee” layouts which is designed for the upper floor levels to provide more privacy and to enhance resident’s lifestyle through the competent use of space for comfort and convenience.

The highlight of this development that was launched in December 2013 is its strategic location situated just a short drive away from the Putra Mahkota toll plaza and Seri Putra (SP) Retail Centre which forms the township’s commercial hub.

The development is centrally located between KLIA, Putrajaya, Cyberjaya and the Bandar Baru Bangi education hub where educational institutions such as Universiti Kebangsaan Malaysia, Kolej Universiti Islam Antarabangsa Selangor and Universiti Tenaga Nasional are located.

Putra1 Apartment enjoys direct access from the Kuala Lumpur – Seremban Highway via the dedicated Putra Mahkota interchange.

In addition to this, it is situated within nearby distance of major highways such as the Kajang Dispersal Link Expressway (SILK), North-South Expressway and the North-South Central Link (ELITE).

Hadyan (Standing third from right) with the senior management team of Bangi Heights Development Sdn Bhd (From left: Assistant General Manager of Sales & Marketing Au Kar Sheng, Senior Manager of Contracts Mas Ayu Manan, Deputy General Manager of Finance Mun Choong Jan, Deputy General Manager of Projects Wong Weng Sing and Assistant General Manager of Township Management Yasmin Daud.

The project with a gross development value (GDV) of RM216 million comprises a total of 505 units spread across six blocks. The total development comprise five low rise blocks and one high rise tower complemented by value added features including a three-acre garden courtyard and full condo-style facilities.

Hadyan says the developer’s competitive edge lies in its quick delivery, with units in Blocks 3, 4 and 5 being handed over in end of April this year.

Blocks 1, 2 and 6’s units were fully sold and handed over to purchasers in September 2017.

Meanwhile, 42 units of three-storey Putra Sentral shop offices that was launched on 11 August are priced competitively from RM1.47 million as compared to others in the surrounding area. Some are selling twostorey units at around RM2.1 million respectively.

“Our future development comprises terraces, cluster residences, semi-dees and bungalows. Our ‘super bungalows’ of the future development named Sebayu Hill Villas that will offer 81 exclusive units with built-up sizes ranging from 4,188 sq ft to 6,413 sq ft will be launched in the second quarter of next year and have a bigger land area spanning from 13,000 sq ft – 20,000 sq ft. Currently, other competitors are offering a smaller land area while their biggest land size is only 10,000 sq ft,” he adds.

The highlight of the bungalows lie with the Samsung Smart Homes and rainwater harvesting as well as security systems put in place. Besides the value added benefits, the developer ensures that all of its developments will follow a quick turnaround delivery time.

Quick Turnaround Time

The unique selling proposition of the developer lies in its quick ability to deliver ahead of time. “One good thing is that we target owner occupiers and will start construction even before selling. Most of our products are already 50 per cent in construction progress before we start to sell in order to instil confidence in our purchasers. For instance, Block 4 of Putra1 Apartment has already been completed so the moment the bank approves the loans, buyers don’t have to pay interest,” he shares.

“We have already started the construction of Sebayu Hill Villas prior to sales. The first phase comprising 17 units have recorded construction progress of some 70 per cent. We ensure that we only deliver quality homes and aim to address all of our customers’ needs,” he asserts.

Promotion-wise, Hadyan says events are frequently organised for purchasers such as the recent Putra1 Ice Cream Fiesta, with a Lantern Festival event to be held on 22 September to attract Chinese purchasers in conjunction with the Mid-Autumn Festival as currently, around 90 per cent of Malays reside here.

“We are maintaining a ratio of 70:30 of landed versus high-rises within our residential components as we feel this is reflective of the demand here. We will be concentrating on design, quality and branding elements to differentiate our products as we believe in design elements that promote health and well-being.”

Growing Township Attracting Younger Buyers

The township he says, has grown by leaps and bounds over the two decades and now has a total population count of over 26,000 people. This is a far cry from the year 2001 – when people first started moving into Bandar Seri Putra which had a population back then of less than 500 people after the completion of the Group’s first strata development here called Vista Seri Apartment.

The capital appreciation of the prices of properties here he says is promising, with the example of the double-storey Anjung Suasana bungalows launched in October 2009 that was priced within the range of RM800,000 – RM843,000 now fetching over RM1.6 million.

“Being in the heart of the Southern Klang Valley, we are focusing on the location factor and easy accessibility to all the other surrounding major highways,” elaborates Hadyan.

“We intend to invite established food and beverage (F&B) outlets including Toastbox other than the standard fast food chains such as McDonald’s, Pizza Hut, Dominos and KFC as well as convenience stores and more banks to open up their branches at Bandar Seri Putra to properly address all of the residents needs.”

Above all, Hadyan intends to reposition the township by striving to create a niche for Bandar Seri Putra in the middle to high range income group. He reckons that Bandar Seri Putra can be compared to the Kota Kemuning, Bukit Jelutong, and Cahaya Alam townships given its potential.

“Our landed properties are usually 100 per cent sold upon the issuance of the Certificate of Completion and Compliance (CCC). In our area, the transaction of sub-sales is less as compared to other areas showing that people buy to stay here. We have many repeat buyers as they are happy to stay here and are willing to buy the second or third house within BSP for their children. Some also represent upgraders,” he sums up attributing the target market as mostly hailing from the middle income group who are owner occupiers and not property flippers.

Rising Through Reputable Real Estate Ranks

Hadyan Ibrahim, Head of Subsidiary, Bangi Heights Development Sdn Bhd may just be 39 but already, a steady list of achievements precedes him. To his credit, he has a penchant for understanding what works in real estate – having transformed greenfield developments into townships with thriving property potential.

Backed by 15 years of experience in property development, counted among his portfolio of projects are work undertaken on marina developments, high-rises as well as townships encompassing commercial, serviced apartments and five-star hotel developments totalling an overall GDV of RM5 billion.

Amari Hotel, Johor Bahru and Sommerset Puteri Harbour in Nusajaya in Johor are key highlights in the property enthusiast’s cap undertaken for UMLand from 2016 – 2017. He joined UMLand as Senior Manager and Person-In-Charge of this project. The successful completion of this project saw him being promoted to Assistant General Manager within six months and Deputy General Manager within a year.

Upon completion of Amari Hotel which was opened to the public in May 2017, Hadyan joined Bangi Heights Development Sdn Bhd in June 2017 and was promoted to General Manager in September 2017. In February 2018, he assumed the Head of Subsidiary role here.

He believes strongly in “people management” as one of the ways “to achieve business outcome” while being involved in “”training the best people to unleash their potential” which brings him lots of satisfaction.

Married with three kids, Hadyan, who cuts a boyish figure, describes himself as a result-oriented person who consistently sets himself a few key goals to be accomplished over the progression of the coming year.

“I am a fair person to my staff and business associates. Being a go-getter and team player, I don’t mind addressing the root of the problem assertively,” says this alumni of Universiti Malaya who graduated with a Bachelor (Hons) of Estate Management from Universiti Malaya.

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