Developer Somboon Chayavichitsilp says success comes with one's ability to deliver promises.

"Many builders say the are building the best condominiums, but not many know what that means and entails," says the entrepreneur who over 25 years has built a modest jewellery and real-estate empire.

His Hansar Rajdamri leasehold condominium on Soi Mahadlek Luang 2 in Bangkok is a staggering undertaking valued at Bt3 billion, with a 43-storey tower offering 196 luxury apartments.

Piling has started on the three-rai plot behind the Four Seasons Hotel. He is also building a 60-room luxury boutique hotel next to the condominium tower.

The prices for Hansar's 30-year lease units start from Bt6 million for a 65-square-metre furnished one-bedroom unit.

While leasehold properties are often regarded as being less valuable, Somboon argues that buyers who desire quality over quantity will see great value in his apartments.

"The whole idea is to provide privacy, convenience and comfort," he says. "My customers are mostly business people who value efficiency and a quality lifestyle. They don't want to waste time being stuck in traffic. They want to be able to enjoy life and, as they are successful people, they believe in going first class."

As Hansar can deliver this first-class lifestyle, he adds, they will buy into the project. Already, 70 of the 196 units have been booked by global buyers.

"They enjoy 5-star hotel service but they don't want to be over-serviced to the point where it becomes intrusive, where every little thing they do is being watched."

The difference between Hansar and the others is in this unique approach and the almost scientific manner which Somboon, an electrical engineer by training, is using to make his buyers feel happy.

While the leasehold units are not cheap by many locals, he says, the price is still reasonable by global standards. Above all, buyers can appreciate the value they bring.

With floor space selling a tad under Bt100,000 a square metre, the units provide one of the city's most desirable residential locations.

Hansar residents will also be able to enjoy the convenience of frequenting several five-star hotels within a 300-metre radius, such as the Four Seasons, Hyatt, Intercontinental, St Regis Holiday Inn and Anoma.

Somboon says he is speaking from experience.

Through his years in servicing top clients, whether making custom jewellery pieces or providing apartments such as Park View on Soi Sarasin, which he owns, he has come to understand the needs of his clients.

"I frequently travel and stay at top hotels the world over. I know what most successful people desire."

"When they leave the stage, they want privacy, to be left alone and not be bothered. They don't check into big five-star hotels, but prefer boutique residences because they want to avoid the crowds.

"Hansar Rajdamri aims to deliver this philosophy of providing quality homes with good service in the most unimposing manner," says Somboon.

Hansar Rajdamri

Product type: Leasehold condominiums

Developer: Somhansar

Agent: CB Richard Ellis

Location: Soi Mahadlek Luang 2, Rajdamri Road

Total land area: Two rai, 364 square wah

Number of units: 196

Number of floors: 43

Sizes of units: From 65 square metres

Price of units: Bt6 million to Bt75 million

Facilities: Swimming pool, fitness centre, hotel services

Monthly maintenance fee: Bt50 a square metre

Sinking fund: Bt500 a square metre

Contact number: (02) 654 3300

Itthi C Tan

The Nation