Established in 2004, Trinity Group Sdn Bhd has forged a path as a boutique developer in the country’s highly competitive property development landscape, developing residential properties that cater to modern urban dwellers.
“Over the last 20 years, we have completed nine developments with a focus on delivering value- driven homes to our buyers. The Zest @ Kinrara 9 delivered 107% in capital appreciation [in 2012 when it was completed. The project was launched in 2009 with a starting price of RM231,000.] The Z Residence in Bukit Jalil delivered 98% in capital appreciation [in 2014 when it was completed.
The project was launched in 2011 with a selling price from RM333,988],” Trinity Group founder and managing director Datuk Neoh Soo Keat tells City & Country in an interview.
“We have also achieved several firsts in Malaysia such as the country’s first air-conditioned bus stop at The Zest @ Kinrara 9 and the first all-glass-facade sky deck at Zeva @ Equine South. “As a property developer that constantly sets new standards in the property development industry, we are always pushing the boundaries to deliver exceptional living experiences for our customers. Now, as we continue to grow and evolve, we recognize the need to stay ahead of the competition.” Towards this end, Trinity Group has unveiled a new direction and branding. “The refreshed branding, which includes a new logo and tagline, represents a natural progression for the company as we continue to grow and evolve,” he says.
The new tagline, “Building Excellence. Creating Legacies”, reflects a much bigger goal than the previous one, Neoh explains.
With this tagline, we are emphasising our build quality, the creative-themed design, craftsmanship, attention to detail, innovation and timelessness that are built into every Trinity Group project.
“Meanwhile, the value creation of the brand’s ‘Creating Legacies’ [philosophy] represents the long-term value creation and investment potential of every Trinity Group property that is to be passed down to the next generation.”
Neoh adds that with the new vision, it is reaffirming its commitment to delivering value to its current customers and the generations that will come after them, while at the same time being open to
venturing into different segments of the industry.
The next step “We will focus on being a visionary and value-driven property developer, emphasising our high attention to detail, high standard of quality, and customer-centric approach through excellent customer service,” Neoh says.
He elaborates that as part of Trinity Group’s approach to create legacies for the generations to come, the group’s rebranding includes a new logo and tagline, “Building Excellence. Creating Legacies.”, with an emphasis on the company’s philosophy of creating legacies for the next generation.
“An important part of our rebranding is how we will leverage these qualities to attract investors and homebuyers alike for our upcoming projects.”
Trinity Group will emphasise the use of timeless architectural design in its developments as well as structural designs that fit the property in the surrounding region, Neoh explains. “With the new branding, we are confident that the company is moving in the right direction as we continue to grow and evolve,” he says.
Capturing market demand Neoh believes that Trinity Group has differentiated itself through its commitment to customer satisfaction, innovative designs and creating vibrant communities by catering to modern lifestyles, including incorporating health and wellness elements. These efforts have resulted in a good response to its projects.
For instance, Trinity Wellnessa, which was launched in September 2021, achieved a 100% take-up rate for its first phase of 237 units within the first six months of launch. Sales for that phase amounted to RM156 million.”
Trinity Pentamont achieved 95% sales ahead of its completion in 2022 and Trinity Aquata similarly achieved a 95% take-up rate ahead of its completion at the end of 2018.
Neoh elaborates that Trinity Group often gets repeat buyers at its new launches. “Our first project was The Heron Residency in Puchong. Then we saw some of the same buyers for one of the following projects, which was The Z Residence in Bukit Jalil.”
He expects the same with its other upcoming projects as well, adding that the group aims to achieve a 70:30 owner-occupier to investor ratio for its projects.
“We’ve remained relevant and competitive by being agile and responsive to market demand, developing projects that offer our buyers long-term value for money,” Neoh says. He adds that Trinity Group will be expanding its portfolio over the next few years. “From this year leading up to 2028, we will be launching several exciting projects that focus on health and wellness, and creating liveable affordable luxury homes for people in the urban areas.” Over the next five years, the developer will be rolling out projects with a combined gross development value (GDV) of RM7.3 billion.
This year, it will launch Trinity Rainfora in Bandar Kinrara and Trinity Sensoria in Ampang, which will focus on wellness and nature.
The RM388 million Trinity Rainfora is a high-rise residential development comprising 535 units. The Rumah Selangorku units have a built-up of 577 sq ft while the open-market units have built- ups from 739 to 1,184 sq ft and are priced from RM536,000.
The project previously known as Trinity Elita before the developer decided to revise its design concept and facilities. It will be launched this month.
“Trinity Rainfora exemplifies our commitment to sustainability. The development is designed to be a vibrant community hub, with over 40% of its podium dedicated to verdant spaces, while 53% of the sky terrace offers breathtaking natural vistas.
“Here, sustainable living is at the forefront, with rooftop edible gardens and in-unit food waste disposers, while the TOD (transit-oriented development) aspects emphasises sustainable mobility. This project aims to create a harmonious balance between modern living and nature, providing residents with a healthier and more sustainable lifestyle,” says Neoh.
Trinity Sensoria, also a high-rise residential development, comprises 737 units ranging in size from 1,008 to 2,591 sq ft, spread across three towers. The project sits on 6.07 acres of freehold land in Ampang, near Beverly Heights. The project has a GDV of RM568 million and the selling price of the units starts at RM608,000. Trinity Sensoria will be launched in the fourth quarter of 2024.
Next year, the developer has four projects lined up: Trinity Zia @ Bukit Serdang with a GDV of RM545 million; Lot 847 @ USJ19 with a GDV of RM278 million; at Permas Jaya in Johor (Phase 1) with a GDV of RM264 million; and Trinity Activerse @ PJ Section 16 with a GDV of RM1.03 billion.
In addition, Trinity Group will be launching a mixed-use development, MA Land, at Section 51a, Petaling Jaya, in 2026. The project, which has an estimated GDV of RM2.6 billion, will be rolled out in three phases in 2026, 2027 and 2028.
Neoh says the 17.26-acre development will be an “integrated lifestyle hub suitable for live, work, and play”. MA Land will have 2,964 units ranging from 550 sq ft to 1,200 sq ft. Two residential projects — Lot 850 @ Ampang (Phase 1) with a GDV of RM853 million and at Permas Jaya in Johor (Phase 2) with a GDV of RM275 million — will also be launched in 2026. In 2027, the third phase of development at Permas Jaya in Johor, with a GDV of RM297 million, will be developed while in 2028, the second phase of Lot 850 @ Ampang, with a GDV of RM197 million, will be developed.
The developer’s current land bank stands at 55.6 acres. “We do not evaluate our standing in the business community based on the size of our land bank or the extent of our property projects. What is important to us at the end of the day is the value that we bring to the marketplace,” Neoh says.
“At Trinity Group, we believe that value is key to the future of the property industry. Being able to actually deliver value to our customers will not only help us to sell our products and services, but more importantly, also build a strong brand that will position our company for sustainable growth and profitability.”
