PropertyGuru investing Bt20m to promote DDproperty.com
June 27, 2012 00:00 By Somluck Srimalee
DDproperty.com, a Web portal that is part of Asia's PropertyGuru Group, has budgeted Bt20 million to launch a major marketing campaign alongside innovative services aimed at changing the way people buy, sell and rent property in Thailand.
Group chief executive officer Steve Melhuish said it was delighted to have grown DDproperty to become the No 1 property website in Thailand. As a result, the company has decided to expand its investment in Thailand by promoting the DDproperty brand and new services for home-buyers, real-estate agents, developers and sellers. By 2015, PropertyGuru expects more than 15 per cent of its revenue to come from Thailand.
“Our plan is to build the DDproperty brand into the most recognised brand in its sector so that when people think of property, they think of DDproperty,” he said.
He added that the company had launched mobile applications and rejuvenated the website to bring it into line with the PropertyGuru brand image. The site’s search system has also been simplified, making it easier for customers to find properties.
The company has also added the English language to the website. This is not merely a translation of Thai content into English; it offers information, property listings and daily news that is specifically targeted to non-Thai customers, whether in Thailand or around the world.
“In Thailand, the numbers of online and mobile users are growing very fast. This can be seen from Google statistics where the growth rate of people searching for homes online is up by 300-500 per cent since 2009. This number is growing faster than that of other countries in the region,” Melhuish said.
Google research highlighting consumer behaviour in Thailand shows that the number of people in Thailand searching online for property has increased 500 per cent since 2009 – with Thailand leading Indonesia, Malaysia and Singapore for the number of property searches online. This number is expected to increase over the coming years, driven by the rapid adoption of the Internet and smart phones in Thailand.
A recent report by Nielsen showed that 24 per cent of total media consumption in Thailand was now via the Internet or mobile devices. Currently, 16 per cent of all visits to DDproperty.com are via mobile devices.