SET-listed developer Sansiri has partnered with Siam Commercial Bank (SCB) to increase sales of residential units priced more than 10 million baht, targeting young affluent homebuyers who are not existing SCB wealth clients, with a goal of generating 13 billion baht in sales within one year.
Sriamphai Rattanamayoon, chief marketing officer at Sansiri, said the company aims to expand its wealthy customer base beyond Sansiri Priority members, whose purchases are typically priced at 80 million baht and higher.
"Over the past several years, particularly after the pandemic, a significant amount of new wealth emerged among people aged 25-40," she said. "This group has been growing by around 30% annually."
Many in this segment are focused on wealth planning, early retirement and exploring investment opportunities, but often lack wealth recognition and face difficulty accessing SCB Wealth services, said Ms Sriamphai.
"The partnership with SCB will allow us to offer exclusive banking privileges to these customers," she said. "As SCB Wealth clients, they will be able to expand and diversify their investments more quickly."
The campaign targets buyers of residential units priced from 10 million baht under the Sansiri Luxury Collection and other luxury projects, covering 37 condo, single detached house and townhouse developments nationwide.
Buyers of units priced between 10-20 million baht are eligible for SCB Prime membership, while those purchasing units priced 20-50 million baht qualify for SCB First membership.
Buyers of units priced more than 50 million baht receive SCB Private Banking membership, with each tier offering different privileges and benefits.
The criteria align with SCB Wealth's existing client segments, which require assets under management (AUM) of 10-20 million baht for SCB Prime, 20-50 million baht for SCB First and more than 50 million baht for SCB Private Banking.
Customers are required to use mortgages from SCB to participate in the campaign. They also receive integrated wealth management privileges and solutions from SCB, including wealth privileges, advisory services, portfolio solutions and liquidity planning.
Sansiri targets 13 billion baht in sales from the campaign, which is slated to run for one year starting July 1, 2026.
If buyers decide to purchase and get unit transfers before the official launch period, Sansiri will discuss with SCB extending the privileges to them in advance, said Wichan Wiriyaphusit, the developer's chief financial officer.
"The behaviour of modern wealth customers has shifted significantly, with greater emphasis placed on access, experiences and exclusivity rather than solely on asset ownership or financial returns," added Ms Sriamphai.
Poramasiri Manolamai, head of high net worth and affluent banking at SCB, said the bank has 1.2 million wealth customers across three segments, with about 92% in SCB Prime, 7% in SCB First and 1% in SCB Private Banking.
"Real estate remains one of the core asset classes for wealth customers, with luxury homes serving not only as residences but also as strategic life assets and an important part of their wealth journey," she said.
The company has 500 Sansiri Priority members, a programme launched six years ago, with combined assets worth more than 60 billion baht and an average holding of 150 million baht per member.
Of the total, 70% are repeat buyers, purchasing for owner-occupation, asset accumulation and investment, while 52% are investment buyers generating annual rental yields of 6-9%. Foreign buyers account for less than 5% of the total.
The member with the highest asset holding owns three super-luxury condo units at 98 Wireless, with a combined value of 1.2 billion baht.
