This article first appeared in City & Country, The Edge Malaysia Weekly on December 6, 2021 - December 12, 2021

The enthusiasm of Kedah-based developers Imperio Group founder and director Lee Woei Nen and Aman Setia Group managing director Tan Chong Ming can be felt even through the laptop screen during a recent virtual interview with City & Country.

Both companies have launched a joint campaign/brand called “Senang” to make it easy, as the name suggests, for people to own homes and thus increase homeownership in the northern state. Projects in the pipeline under this series include The Tenz in Simpang Kuala and Midtown @ Bandar Sejahtera in Pokok Sena, both in Alor Setar, and The Mirra in Sungai Petani. All three projects will be launched on Dec 12.

The collaboration came about because both companies have common shareholders and can leverage internal and external connections to garner a bigger market share.

The partners aim to offer affordable entry-level housing consisting of spacious homes with innovative interior designs. As such, the main focus will be to launch products priced below RM400,000 to cater for first-time homebuyers.

The current market is not conducive for the launch of new projects because of high construction costs, low market affordability and low loan margins. Imperio’s Lee says, “Construction costs have risen 10% to 15%, but we cannot pass that on to buyers. So, we rely on innovation, where the space in smaller units will be used efficiently to keep the property price low while providing buyers with functional layouts. We will also apply new construction methods and source for cheaper and suitable building materials to reduce costs.”

Because Kedah experienced one of the longest lockdown periods in the country, buyers were unable to view show units physically at the sales gallery, which delayed purchases. Lee notes that it is important to digitise Imperio’s and Aman Setia’s consultative process and communication framework for potential and existing homebuyers, such as providing a virtual reality experience to view show units.

Despite the large overhang of properties in the northern region, Lee and Tan believe the population in Kedah are still keen to own a home.

Tan says, “With Senang, buyers can own a property with a loan approval of at least 80% and up to 18 months’ instalment, with no down payment required, and the legal fee and stamp duty will be borne by the developers.

“We will offer fully furnished packages for most of the projects to reduce the hassle of renovation and help homebuyers save on costs. Subsequently, buyers can move into their property three months from the issuance of the certificate of completion and compliance (CCC).”

He explains that after-sales service will be done digitally via a smart home application called Kiple Live, which allows residents to make facility and guest reservations, request cleaning and handyman services, enquire about landscape maintenance and community management, and make defect submissions. Lee and Tan believe this service will help build long-term customer relationship and loyalty.

For future collaborative projects, both companies have a combined land bank of 200 acres in Alor Setar, Sungai Petani and Langkawi, with an estimated gross development value (GDV) of RM2.5 billion. “Not all projects will come under the Senang series. We will launch a different series or campaign for certain projects to cater for specific markets, and this will keep us occupied for the next five to 10 years,” says Tan.

The Tenz, which has an estimated GDV of RM350 million and is due for completion in 3Q2026, sits on a 3.97-acre freehold parcel in Simpang Kuala. 

The mixed development comprises three towers of 32, 14 and 13 storeys, which will house 364 serviced apartments, 126 service suites and a 178-room hotel. It will also have 63 shops and offices in a five-storey podium.

The Tenz — whose name is derived from the beginnings of Simpang Kuala, which was originally called “Ten Shops”, from the Hokkien phrase “chap keng tiam” — will be launched in four phases. Phase 1, to be launched on Dec 12, is called Vivre Residence. It has a GDV of RM150 million and will comprise serviced apartments.

The Tenz is the first integrated mixed development in Alor Setar, says Lee. “Noting the gap in supply for integrated and lifestyle developments in Kedah, we wanted to offer a new and different experience where people can live, work and play.

“Mixed developments are very common in Kuala Lumpur, and there are also a few in Penang. But, for now, there are no such developments in Alor Setar. So, we are looking at creating a family-oriented leisure and entertainment place for the local population to visit in Alor Setar.”

As the market is recovering and movement restrictions have gradually eased, sales will eventually pick up. Thus, Lee and Tan hope to achieve a take-up rate of 90% for Vivre Residence within three months of its launch.

The 2- to 4-bedroom units at Vivre Residence will have built-ups of 774, 881 and 1,565 sq ft (duplexes) respectively. Selling prices start from RM288,000. “As the units are affordably priced, they are expected to see a capital appreciation of 15% to 20% when completed in 2026,” Lee notes.

He says the units will feature functional and open-concept layouts with an abundance of natural light and ventilation to promote a healthy lifestyle. Each unit will have a spacious living area that is 14ft wide and integrates seamlessly with the kitchen area. The bedrooms, meanwhile, wlll have ample space to fit a queen- or king-size bed.

He adds that the additional room can be used as a bedroom or converted into a home office, children’s room or hobby room. All units will be fitted with kitchen cabinets, wardrobes, air conditioners and water heaters. The target market is mainly the M40 (middle 40% income group), including first-time homebuyers, young couples, working professionals, families and the elderly looking to downsize.

Designing smaller units requires more thought than it does for bigger units, as efficient use of space is important. “We spent a lot of time planning and redesigning the layouts to ensure they are functional and that space is maximised to make the units appear spacious, and carve out a more organised space,” says Lee.

“We are also developing a smart application for residents to register their guests and book facilities from their personal devices, which will help reduce the risk of exposure to Covid-19.”

The development will provide 24-hour, four-tier security and offer facilities for the health and well-being of residents. They include a swimming pool, wading pool, children’s playground, gymnasium, gourmet kitchen, barbecue deck, jogging trail and an urban farm (spice/herb garden), which will be spread over the sixth and 30th floors. The estimated monthly maintenance fee starts from RM155.

Phase 2 will comprise serviced suites with built-up areas of 474 to 732 sq ft and will cater for investors. “The units will be fully furnished, and we are still finalising the pricing,” says Lee.

Phases 3 and 4 will be the commercial and hotel components. The retail shops, which will occupy the five-storey podium, will have built-ups ranging from 446 to 3,827 sq ft and be priced from RM580,000. “We are looking to bring in retailers such as food and beverage (F&B) outlets, convenience stores, clinics, pet shops, a pre-school centre and a supermarket. The anchor tenant will be the supermarket and take up 22,077 sq ft. We will keep this space for investment purposes,” says Lee.

The offices, on the third floor of the podium, will have built-ups of 700 to 8,557 sq ft and be priced from RM450,000. The space will be sold to start-ups, small and medium enterprises (SMEs) and law and consultancy firms. Meanwhile, the 13-storey four-star hotel will have a total built-up area of 135,561 sq ft and offer facilities such as a meeting room, gymnasium, swimming pool, landscape deck, workstations and a banquet hall with a seating capacity of 1,000.

“We are in talks with international hotel operators, retail operators, supermarkets and pre-school operators to become tenants at the development. The details have yet to be firmed up,” says Lee.

“This will create a sustainable cycle for business owners and residents at The Tenz, where residents and the working population will be able to enjoy conveniences at their doorsteps and retail businesses can continue to be vibrant with increasing footfalls.”

The development will also feature a 12,421 sq ft central courtyard on the first floor. “There will be dinosaur sculptures and a children’s playground as well as al fresco dining areas to offer an urban leisure experience,” Lee notes.

He points out that choosing the right location and developing the right product that is priced affordably are key factors that attract buyers. As such, he is confident that The Tenz will be well received.

The development is near shopping malls such as Aman Central and Alor Star Mall; educational institutions such as SRJK (C) Peng Min, SMK Simpang Kuala, Keat Hwa High School and Open University Malaysia; and healthcare facilities such as Putra Medical Centre and Kedah Medical Centre. Accessibility to the area is via the North-South Expressway.

The 20-acre freehold Midtown @ Bandar Sejahtera has a GDV of RM85 million and will comprise 148 two-storey terraced houses, 32 one-storey cluster homes and 40 two-storey shops. It is expected to be completed in 4Q2026.

Lee says, “These houses will cater for low-middle-income buyers who are looking for affordable landed properties in Bandar Sejahtera, families and residents from the surrounding area. The pandemic has changed people’s lifestyle and what they want in a home, thus it is important to provide homebuyers with sufficient work and private spaces in a landed property.”

The four-bedroom cluster homes and terraced houses will have built-ups of 1,120 and 1,760 sq ft and are priced from RM348,000 and RM338,000 respectively. The intermediate units of the cluster homes will have a 670 sq ft private garden, whereas the corner units will come with a 1,416 sq ft private garden. The terraced houses will have bigger interior layouts than the cluster homes.

“The homes will have functional layouts with ample space for family and personal time. They will also offer flexibility in design and layout,” Lee says.

He adds that the houses will be built using the Industrialised Building System (IBS). “It is an alternative option in maintaining sustainability in construction, which can result in better control of human resources and cost, a shorter construction period, better finish, optimum material usage and waste reduction compared with conventional construction methods.”

The shops will have built-ups of 3,080 to 7,718 sq ft, with prices starting from RM688,000. Lee says, “We plan to bring in businesses such as F&B outlets, supermarkets, convenience stores and clinics. There are two shops that will be used as a drive-through fast-food restaurant. We are still in discussions with a few well-known fast-food operators.”

Facilities at Midtown will include a football field, public park with jogging track and children’s playground. “Since the houses are individual-titled, the monthly maintenance fee is estimated at RM100 or less,” Lee says.

The Mirra, which will offer individual titles, occupies 110 acres of freehold land in Sungai Petani and has a GDV of RM360 million. It will comprise 732 two-storey terraced houses, 168 one-storey semi-detached houses, three 1-storey bungalows and 16 two-storey shopoffices. It will be launched in 10 phases, with the first on Dec 12. The entire development is expected to be completed in 4Q2031.

Phase 1, which occupies 5.5 acres, has a GDV of RM18.6 million and will comprise 36 one-storey semidees and three 1-storey bungalows. Priced from RM390,000, the semidees will have built-ups of 1,400 to 1,807 sq ft, and the bungalows will measure 1,941 sq ft. This phase is slated for completion in 2023.

Tan notes that the layouts of the units are designed with the kitchen at the front portion of the house. “The entry leads to an open-concept kitchen area, which is separated into two dedicated zones, wet and dry, as well as the living area, followed by the bedrooms at the back portion of the house. The layout is designed to facilitate the placing of groceries after shopping.”

Houses at The Mirra will cater for the M40 group. “Nowadays, this group of buyers are unable to own a property because of the lack of affordability. These units will appeal to them, as the price is affordable,” Tan says, adding that the houses will also be constructed using IBS.

Residents will have easy access to facilities within the gated and guarded community, which include a jogging track, children’s playground and an 18,384 sq ft, two-storey clubhouse, which will consist of a swimming pool, gymnasium, sauna and Jacuzzi. The maintenance fee is estimated at RM100 a month.

“We want to build up the population first and then launch the commercial component,” says Tan. “The tenant mix for the shopoffices will be the same as Midtown’s, which will include businesses such as F&B outlets, convenience stores, clinics and supermarkets, and be priced from RM550,000.”

The development is near Mydin Hypermarket, C-Mart Hypermarket, Sultan Abdul Halim Hospital, Hospital Sungai Petani and Taman Rekreasi Bandar Perdana. It is easily accessible via Jalan Lencongan Timur and the North-South Expressway.

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