The Malaysian Reserve – Friday, 23 November 2012
PROPERTY development is a dynamic and intensely competitive industry and Trinity Group Sdn Bhd, which has a strong foothold in the Klang Valley, stays ahead of the game by delivering quality and high value projects. To deliver real value to its customers, it strives for excellence through the highest standards it expects from its consultants, contractors and suppliers.
In addressing competition, it recognises that excellent companies take an outside-inside view of their business and that the marketing environment is constantly spinning out new opportunities and threats.
To do well in the industry, it continuously monitors the ever changing environment and adapt accordingly by aligning its people, structure and processes to keep up with the changes in the marketplace.
Its formula of success: It is very much aware that buyers in general have evolved in the last few years. Today, they are better educated, well read, well travelled, better exposed and thus are more discerning in their choice of products and services.
So it believes that to build a strong brand name in the industry, it must be able to continuously deliver on its promises because pricing and location may not be the only key considerations when people make buying decisions. Other factors such as strength of a developer’s brand and its track record are becoming important purchase considerations.
Since its inception in 2004, Trinity Group has been delivering projects ahead of schedule without compromising on the quality. Examples include The Heron Residency condominium (eight months ahead of schedule), 19 Residency semi-dees (10 months) and The Zest @ Kinrara 9 mix-use development (three months), all located in Puchong, Selangor.
Another instance of Trinity Group’s commitment to delivering on its promises is the RM7 million access ramp it built for The Zest @ Kinrara 9: It was completed and opened for public use just before the serviced apartment component was due to be handed over to buyers.
Last but not least, its innovative thinking is clearly seen in many ways, from the quality of its products and services to its consistently progressive attitude including its people talents who keep abreast by creating fresh products or innovating unmatched ones while others play catch-up.
Such new thinking should ultimately put Trinity Group on top of the league in planning, designing and building projects that are functional, contemporary and alluring.
One of the most common challenges we face is to be able to plan, design and develop product concepts that will appeal to our target audience,” says Dato’ Neoh Soo Keat, founder and managing director of boutique developer Trinity Group Sdn Bhd.
“For us to achieve a strong market position, we need to be aware of the marketing opportunities and emerging trends in the industry in order to design and develop products that are practical, up-to-date and desirable.
“We have a specialised team that conducts and analyse market research to uncover new and unmet needs and emerging trends. We recognise that as Malaysians become more affluent, their housing requirements will evolve to become more sophisticated.”
He notes Trinity Group makes sure that its new product offerings not only provide basic accommodation but also lifestyle experiences with facilities for self-indulgence as well as for family and community bonding.
“This approach is evident in all our product offerings from condominium projects (Z Residence @ Bukit Jalil) to our latest mix-use development (Zeva @ Equine South).”
Enriching communities
The Z Residence @ Bukit Jalil, launched in mid-2011 and planned for completion by mid-2014, is Trinity Group’s most ambitious undertaking to date. With a gross development value of RM520 million and offering “premier living experience at down-to-earth pricing”, it is located at Bukit Jalil, a popular place with working professionals due to its proximity to Kuala Lumpur and emerging city centres.
The 1,136 units come in built-ups between 1,032sq ft and 1,407sq ft priced from RM347,888. Some 90% of the units in the first two blocks were snapped up within 72 hours.
All elements of its design are crafted to enhance the lives of its residents and the greater community it serves, says Neoh, citing the floating garden, infinity pool, sky lounges with stunning views, and lush greenery that covers 50% of the development.
It is also eco-friendly with an efficient waste disposal system and double-glazed windows to reflect heat and insulate the units from sound, as well as safe with state-of-the-art three-tier security system.
Breaking new ground
Trinity Group’s latest undertaking is the RM260 million Zeva @ Equine South located in Bandar Putra Permai, Seri Kembangan. Comprising 766 units of serviced apartments to be housed in three blocks as well as 12 units of shops and retail spaces, it is poised to enliven the neighbourhood.
“We hope to set a new benchmark for ourselves in introducing a unique lifestyle concept to the fast growing Seri Kembangan area,” says Neoh.
Facilities for residents at the development include a 50m Olympic length swimming pool, three-tier sky terrace, sauna, floating gym and sky club with a garden café and WiFi hotspot.
Recently opened for sale, Neoh says 30% of the buyers are repeat customers, “a testament of its customers’ confidence in the Trinity Group brand”.
Meanwhile, The Zest @ Kinrara 9 mix-use development is Trinity Group’s “most notable campaign” as it was unveiled during the 2009 economic slowdown, yet was sold out within six months of launch attributed to good products pegged at very competitive price points and effective marketing, Neoh notes.
The serviced apartment units with built-ups of 1,100sq ft to 1,419sq ft, for instance, were priced at RM270,000 for a 1,205sq ft unit. The sub-sale price of the same unit in 2011 was RM510,000, 89% higher than the developer price.
Unconventional industrial units
Trinity Group branched out into industrial development in 2010 with its first low-density, gated-and-guarded project called Latitude @ USJ 19 comprising 15 factory-warehouse units located in Petaling Jaya and targeted at end-product manufacturers and high-tech businesses.
The Latitude design is a breakaway from conventional industrial building designs as the units feature floor-to-ceiling windows that allow in natural light, trailer-accessible entrance, additional land for business expansion or storage and two upper levels that can be used for operations, office space or storage area.
