Mr. Sawit Ketroj with 7th Annivesary The Emerald Group
When it comes to property development in Phuket, first who come to mind is the Emerald Development Group, a lead-ing and successful developer which has been in the field for the past six years. Here, Khun Sawit Ketroj, the CEO of the group, will talk about his company and their plan for the future.
Please tell us about Emerald Development Group
We have been very successful so far thanks to the experience of our long-term executives and staff. Our first project was the Kathu Golf Condo, followed by many condominium projects, mostly located in Phuket, with one exception being our build in Ao Nang, Krabi. So far we have developed seven projects including The Emerald Terrace in Patong, The Emerald Central, The Emerald Ao Nang, The Emerald Nirvana, The Jade Villa, The Emerald City Life Condo Patong and our newest project, which is about to be launched, The Emerald Oceanfront Residence.
Along with our construction division, we have a quality control team, property management team, and an Emerald team who takes care of rental service for our buyers.
Emerald’s properties always have their own gimmicks. We always add something different to each project to match it with the location and our target customers, many of which are foreigners. We design each room from head to toe for convenient living in a beautiful atmosphere which makes it easier for buyers who expect a return on the property. We build only about 200 units per project as we want to create sufficient living spaces for the residents. For the exterior design, we do not want people to feel like they are living in a concrete box, so we create different designs for all the common areas including swimming pools and green areas making everyday life feel like a vacation.
For the location, we look at the demand of buyers and the convenience of living in that particular area; that is why we have many projects in Kathu and Patong. Even the one in Krabi is located in the middle of Ao Nang city.
Freehold and leasehold units are available for foreigners as usual. Our price, even though the properties are sea view, is still affordable compared to many other sea view projects. We also offer a full interior package that comes with a great design allowing the buyers to move in or rent out their place easier. For post-sale service, we have our in-house manage-ment team for any maintenance as well as a team who is professional in rental management.
What has Emerald done for the Phuket community?
Our CSR program is a priority we set on the calendar every year. We make annual donations to and arrange activities for orphanages or homes for the elderly. Another type of activity we always do is cooperating with the local govern-ment whenever there’s a requirement for support such as during the Vegetarian Festival which our staff joins and helps every year.
One of our upcoming activities is a housing project for or-phans and underprivileged children. There are so many orphans who live with elders in houses that are unhealthy. We as a property developer have tools to help them out, so we are now cooperating with local authorities. The children nominated from each community will be chosen for a brand new house. So far, there are three houses in our hands. We will operate with our own materials and manpower for the construction.
Tell us more about business management transparency and environment management
For the environment management, we use the EIA (Environ-ment Impact Assessment) as our guideline. However, we al-ways like to push the boundaries and improve on the stan-dards, especially in areas nearby the beach which are very sensitive. For transparency, we have invested millions of Baht on a very strict accountancy and purchasing system so that all working processes can be tracked down easily.
How do you guarantee your buyers ROI and what are the future projects?
Initially, we have a complete dataset to show our customers how much the rental price is in the same area and how many have been rented. We have an interesting estimated return. We offer a high opportunity for renting or even selling that gives a great return on investments to our buyers.
We currently have five projects that are either waiting for EIA or are already under construction. The Emerald Ocean-front Residence is our newest plan mixing touches of hotel and house. We are now more passive on our strategy com-pared six years ago; we have developed many projects and now it’s time to make the in-house management continue to run as smooth as possible to get ready for our next grand step.