SET-listed developer Sansiri is shifting its strategy towards niche services to compete in the luxury housing market, where some developers are offering discounts of more than 25% amid intense competition.
Sriamphai Rattanamayoon, chief marketing officer, said the company recently launched Life Curator, a service targeting buyers of homes priced from 50 million baht, focusing on post-sale engagement rather than price competition.
"There is price competition in the luxury segment, but buyers in this group do not primarily choose based on price," she said.
Ms Sriamphai said Sansiri will avoid deep discounting and instead enhance after-sales services to differentiate its offerings in a segment where product features are increasingly similar.
"Time is wealth for luxury buyers, so services that anticipate needs and improve convenience are becoming more important," she said.
The Life Curator service includes lifestyle and support offerings such as education-related activities, event organisation, and assistance with personal requests, reflecting a broader shift towards service-led differentiation.
It will be offered under the Sansiri Luxury Collection (SLC), which includes single detached houses priced from 50 million baht and ultra-luxury condos.
"At the product level, many homes are comparable, leading to increased competition," she said. "Developers are now focusing more on services to create long-term value beyond the point of sale."
Sansiri's SLC portfolio currently comprises 16 projects, including 12 single detached-house developments and four condos, with additional launches planned.
The company also plans to introduce a new SLC project worth 2.5 billion baht, following earlier launches this year, including projects in Krungthep Kreetha and Borommaratchachonnani.
Some projects have recorded early sales momentum, reflecting continued demand in the segment despite competitive pricing strategies.
"Our focus is on delivering value that supports long-term asset holding, rather than competing on price alone," she said.
