The luxury housing battle in the Bangkok Kreetha area intensifies as Sansiri establishes a presence with a 142-rai community development project in Q4 2569.

An in-depth look at the luxury housing market amidst economic volatility: High-Net-Worth individuals are delaying their decisions, revealing that real demand for residential properties has surged to 90%. Meanwhile, the prime Bangkok Kreetha area sees fierce competition in the luxury housing supply. Sansiri is aggressively developing "Burasiri Well Bangkok Kreetha," a 6,000 billion baht luxury well-living single-family home project, expanding its Sansiri Wellscape Community on 142 rai to compete with promotions and interest rates to attract buyers in the second half of the year.

Ms. Pakpring Karun, Director of Horizontal Marketing, Sansiri Public Company Limited.

September 15, 2026 — Ms. Pakpring Karun, Director of Horizontal Marketing at Sansiri Public Company Limited, revealed the overall picture of the luxury horizontal real estate market during the third and fourth quarters of 2026. She stated that despite the continued volatility in the overall economy, the high-end horizontal housing market remains the main driving force, driven by real demand from buyers intending to live in the properties themselves. Consumer purchasing behavior has significantly changed in response to economic factors and competition in each location.

For its development in the Krungthep Kreetha area, one of the strategic locations for high-end luxury housing projects, the company has positioned its 6,000 billion baht “Burasiri Well Krungthep Kreetha” project to differentiate itself from competitors in the same area. The project focuses on innovative living solutions for well-being within the 142-rai Sansiri Wellscape Krungthep Kreetha complex, catering to market demand in the final quarter of 2569.

While Sansiri's performance in the third quarter exceeded sales targets for all newly launched horizontal projects, the company plans to launch a total of 7 horizontal projects in the third quarter and 5 more in the fourth quarter, for a total of 12 projects, in order to accelerate sales amidst fierce competition focused on promotions and negotiating financing terms with financial institutions.

High-net-worth individuals are hesitant to make decisions in this era of economic volatility, focusing instead on real demand.

In a highly volatile economic environment, the housing purchasing behavior of high-income individuals, or High-Net-Worth Individuals, in the upper segment has changed significantly from before. These buyers are now taking longer to consider and compare information, resulting in a purchase decision process that is not as quick as during normal times.

“It must be acknowledged that today's High-Net-Worth customers do not make purchasing decisions as quickly as before. Economic volatility has made consumers more cautious, taking more time to compare information and carefully consider project features. However, if a product effectively meets their needs, consumers are still willing to make a decision immediately.”

Considering the proportion of buyers for actual residence versus investors in the luxury home segment priced between 23-50 million baht, it is found that the current market structure is driven primarily by buyers for actual residence, accounting for almost 90%, while the proportion of investors has slowed down, remaining only in those purchasing for long-term asset accumulation.

"The buyer structure in this segment is almost entirely comprised of individuals who intend to live in the property, whether purchasing for family residence or for expanding families. Short-term speculative buying is virtually nonexistent in the current luxury home market, reflecting that market demand still stems from genuine need."

This buyer structure reflects the need for market supply to be developed to meet actual usage needs rather than creating speculative trends. As a result, developers must accelerate the redesign of their homes to meet the needs of modern families.

Sansiri positions "Burasiri Well" to compete in the luxury housing market, targeting demand in the Bangkok Kreetha area.

The Krungthep Kreetha area is known for its high concentration of luxury housing projects and intense competition among major developers. According to executives, the overall supply of single-family homes in this zone is mostly priced from 30-40 million baht upwards, while supply in the B-price segment is limited. Sansiri itself has only one project in this price range, "Burasiri Well Krungthep Kreetha," positioned at 23-50 million baht.

However, the market in this area still has strong demand, both for owner-occupancy and for rental investment, due to its prime location near several leading international schools. Therefore, launching projects in this zone cannot rely solely on location; it must also have a clear product positioning to create unique selling points.

“Even though the Bangkok Kreetha area is highly competitive, with each developer highlighting their unique design and luxury offerings, Sansiri chose to position the Burasiri Well project to stand out with its Well-Living concept. This concept focuses on designing living systems and environments that genuinely contribute to the well-being of residents, creating a clear differentiation in this location.”

For the assessment of demand trends in the Bangkok Kreetha area during the fourth quarter of 2026, it is anticipated that high-income consumers will continue to demand residential properties in this location. This is due to its proximity to the Srinakarin-Romklao main road, providing convenient access to the city center. However, buyers will compare promotional offers, interest rates, and down payments, as well as consider the quality of the project before making a decision.

Sansiri Wellscape Community, 142 rai: A new multi-billion baht estate.

Sansiri's development in the Krungthep Kreetha area is not limited to a single project, but is planned to create a large-scale residential community under the name "Sansiri Wellscape Krungthep Kreetha" on a total area of ​​over 142 rai.

The 142-rai (approximately 56.5 hectares) area is being structured to support the development of residential projects and related facilities, with a total development value in this area amounting to several billion baht. The first project in this community is Burasiri Well Bangkok Kreetha, valued at 6 billion baht.

“The 142-rai Sansiri Wellscape Community area represents a grand vision that the company intends to develop into the most perfect residential city in the Bangkok Kreetha area. This project has a massive total development value, and Burasiri Well Bangkok Kreetha serves as a pilot project to open up this residential space.”

Regarding plans to attract partners to complete the ecosystem within the Sansiri Wellscape Community, the company is currently negotiating and planning to bring in business partners from both the wellness services and commercial sectors to jointly develop the area.

“The company is not only focused on developing and selling residential projects, but also has plans to negotiate with leading partners in both the healthcare and commercial sectors to jointly create a living ecosystem within Sansiri Wellscape, providing consumers with convenience and comprehensive well-being services all in one place.”

Promotional wars, low interest rates, and low down payments: Strategies to accelerate purchasing decisions in Q3-Q4.

Beyond creating unique product selling points, the competitive landscape in the low-rise housing market during the second half of 2569 forced all developers to refrain from engaging in price wars, as the price conflicts began to stabilize. Instead, they turned to financial tools and promotions to boost sales.

The main strategy employed was to partner with financial institutions to offer relaxed interest rate packages, coupled with reducing the down payment requirement to lower the burden of cash required on the first day of decision-making for consumers.

“The current price competition has stabilized, leading businesses to focus on marketing through promotional offers and special interest rate packages in partnership with financial institutions. These are crucial factors in supporting and stimulating consumer decision-making more quickly. Furthermore, offering promotions with low down payment amounts greatly helps alleviate the initial cash burden for consumers, which is a key marketing measure used to enhance sales performance today.”

Using financing to enhance sales is a key factor in accelerating the decision-making process for consumers concerned about economic factors, making it easier to access projects and make purchasing decisions.

Plan for launching low-rise projects in the second half of the year: Gradually launching 12 projects to exceed sales targets.

Sansiri's performance in the low-rise housing segment during the third quarter reflects the success of its adaptation, with all five new projects launched in the past two weeks exceeding their sales targets.

"All of Sansiri's new low-rise projects launched in the past two weeks have been very well received by the market, exceeding the company's sales targets in every project."

The overall plan for launching new low-rise projects in the third quarter includes a total of 7 projects, namely Burasiri Well Bangkok Kreetha (valued at 6 billion baht) and Saransiri Panya Indra. Following this, there are plans to launch an additional 5 projects in the fourth quarter, bringing the total number of new low-rise projects launched in the second half of 2026 to 12.

The continuous launch of projects in prime locations, coupled with favorable financial management and the emphasis on Well-Living as a key selling point, will be a crucial strategy for Sansiri to drive sales of its low-rise real estate portfolio to meet its targets amidst a stable market.

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