SET-listed developer SC Asset Corporation plans to relaunch 16 housing projects with redesigned homes to better reflect changing consumer preferences and stimulate demand amid a sluggish market.
Nattagit Sirirat, senior executive vice-president of marketing and innovation, said the new home designs are expected to accelerate sales of unsold units, injecting fresh momentum into the market amid subdued demand.
"The market size remains largely unchanged, so the challenge is to increase our market share," he said. "Our research found that homebuyer preferences have shifted, with more people choosing homes designed for spending more time at home."
A new feature is the addition of more than one master bedroom in detached houses. Detached homes usually feature only one master bedroom, with the other bedrooms significantly smaller.
"We've enlarged children's bedrooms to almost the same size as the master bedroom, while reducing the number of bedrooms to one or two from three or four, as modern families are smaller," Mr Nattagit said.
The ground floor continues to offer a bedroom for elderly family members, as he said modern homes must still accommodate multi-generational living, with at least three generations often sharing a house.
The redesign includes a pantry on the second floor in addition to a spacious kitchen on the ground floor, catering to households in which more than one family member enjoys cooking.
The upstairs pantry is designed as a flexible space that can be converted into a home office, depending on residents' needs.
Following the pandemic, homeowners want space to exercise at home, and one new design offers a larger balcony as an exercise area, Mr Nattagit said.
SC plans to introduce the new home designs at 16 low-rise housing projects across all price segments in the second half of 2026, expecting to generate 2 billion baht in sales by year-end.
"The market gradually improved in the first half of the year, but competition remains intense while demand has weakened," he said. "We need to stimulate the market with fresh concepts that better reflect changing consumer lifestyles and help differentiate our projects."
SC remains optimistic about market conditions in the second half of the year, particularly in the luxury housing segment, where demand has proven more resilient than the broader residential market.
The Grand Bangkok Boulevard Ratchaphruek–Phrannok, valued at 2.45 billion baht, is scheduled to launch tomorrow. The project occupies a 38.5-rai site on Phrannok–Phutthamonthon Sai 4 Road, comprising 51 luxury single detached houses priced from 50 million baht. The company targets 350 million baht in sales during the third quarter.
