Amidst COVID-19 pandemic which affected everyone worldwide, business in all sectors has been affected and was forced to adapt to survive. However, the pandemic had almost no effect on the growth of Land and Propoerty Group or LP Group under “Sayam Lersloomphreephunt”.

Started from deep in red to become leader in real estate.

Sayam Lersloomphreephunt told us that when started, Land and Propoerty Group or LP Group was very much different from the other business. It started with about 200 million Baht in debt which was caused by the “Tom Yum Kung” crisis in 1997 and with that the executives have made a turnaround with new business plan much different from others by following the principle of sufficiency economy philosophy of the late King Rama the Ninth.

“We started business facing the Tom Yum Kung crisis and learned from being in huge debts. So we had a very different picture from others. We had our own agenda and think out of the box to turn it around. Today you would call it a startup business strategy.”

“We started business facing the Tom Yum Kung crisis and learned from being in huge debts. So we had a very different picture from others. We had our own agenda and think out of the box to turn it around. Today you would call it a startup business strategy.”

Sayam who just graduated with first class honor from Bachelor of Business Administrator program in Finance and Banking, Faculty of Commerce and Accountancy from Chulalongkorn University at the age of 21 had to step in to manage company during one of the worst era of economy. He had to re-learn everything about real estate business which he claimed that one of the most important parts that got him through was teamwork. Everyone in his family fully supported him and helped him by going in the same direction.

“Land and Property Group is a family business. We cannot accomplish success alone so we built strong teamwork as back then in 1997 every project were put to halt and none of the partnerships were willing to move forward with us. Our family did not give up and continued to push forward together. We sell textile and did not have much capital on hand but we still had many customers who were still paying their house debts bounding their life savings with them. If we gave up then hundreds would fall along with us.

Started from deep in red to become leader in real estate.

Positive thinking is the key to success

It is clear that Siam’s success is admired by many while Sayam himself viewed his success as a product of well balance in every aspects.

“The way to create balance for each organization is different because location is different, employee is different, and many factors are different. Right balance for one organization might not be the best balance for another organization. It is the management’s job to find their own ways to create their own balance.”

Each and every step is a satisfaction. This is the life sufficiency in a way of Siam and the result turned out to be accomplishment with ease even during the Covid-19 pandemic. The Balance Zigma just opened in February 2020, a few weeks before government announced country lock down. Other organization would definitely be affected by the crisis, but LP Group reached its own target without fail.”

“We were happy with each step we took and by that we became sufficient. We set a target of 250 million Baht and we reached 300 million Baht. Next year we set it at 500 million Baht.”  

Satisfaction in every step we took makes us sufficient.

Adaptation is necessary to keep up with the fast-moving digital age

One of the most important strategies of Sayam is to prepare to be ready. He observed changes and as the online aspects became major part of our daily lives, we have to integrate online business into our offline business with the right balance for the past 7 years.

“We started online marketing 5 years ago but we took 2 years prior to that to prepare and set up our CRM. We took online to offline approach as our Thai clients would have to see the model house before making their decision.”

Success online is to build brand image and brand awareness. Sayam emphasized that it is important to impress online viewer within the first 5-10 minutes.

We sell certainty.

Sayam was asked how he managed to handle Covid-19 crisis so well, and he responded that problem wasn’t Covid-19 but it was the uncertainty. So we tackled the problem directly and sell certainty.

“The problem wasn’t Covid-19 but it was going against uncertainty. My idea was to sell certainty so our clients can rest assure that we will keep going with the construction. Our clients can see the ongoing process and that comforts them. Our promotions are created based on certainty. Customers will get what they paid for with on extra charges and we sell ready-to-move-in houses so there is no worry. Therefore, marketing concept has to come from inner inspiration and every action must be tangible for our customers.”

Next year’s target for LP Group under Siam’s lead is 500 million Baht and he is confident that he could lead the organization to its goal without much difficulty. His confident isn’t based on his expertise or overall market trends but it is about knowing his own capability and limits. Not to forget the reset switch for his team that may be required when change is needed. All these are the knock-out punches of the prodigy leader of LP Group.

“The way to create balance for each organization is different because location is different, employee is different, and many factors are different. Right balance for one organization might not be the best balance for another organization. It is the management’s job to find their own ways to create their own balance.”

Sayam Lersloomphreephunt
Managing Director, Land and Property Group Co., Ltd.

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The location : Marriott Surawongse
Tel. +66 2 088 5666