Gateway to 'new' Puchong

Bukit Hitam offering high-end products in flagship development after rebranding exercise

After going through a rebranding exercise, following a change in ownership, Bukit Hitam Development Sdn Bhd (Bukit Hitam) now wants to position its flagship development, Bukit Puchong, previously known as Bandar Bukit Puchong, as the "new" Puchong.

"We are at the gateway to the new Puchong," says Lim Jee Kong, general manager of Bukit Hitam. Established as a 50:50 joint venture between TAHPS Group Bhd (TAHPS) and the Selangor State Development Corporation (PKNS) in 1992, Bukit Puchong is a 1,290-acre freehold township project, with a gross development value (GDV) of RM3 billion.


Lim: Consumers have changed... they want new and different products

Currently 50% developed, with a total of 4,000 residential units and 350 commercial units completed and handed over, Bukit Puchong now boasts a 90% occupancy rate for its completed portions. "Our advantages are our size and location. We are one of the last freehold tracts in Puchong situated on higher ground," says Lim.

Last year, TAHPS gained full ownership of Bukit Hitam. "After the change in ownership, we began studying the change in market trends and we are now carrying out a new wave of development in Puchong," he says. "We are moving towards higher-end developments, with better quality in terms of design and environment."

Better landscaping
Since its rebranding exercise, which began early this year, Bukit Puchong has gone through several changes. Besides offering higher-end products, the developer is also upgrading its products, such as adding better landscaping. The company also sports a new logo. "We are upgrading our offices and showhouses to make them trendier than before," says Lim.

"Consumers have changed: they want new and different products. That's the reason for our rebranding," he says. "People are more affluent, more educated and more exposed. They know what they want, and we want to cater to their needs."

Their rebranding efforts can be seen in Ametis Terraces, a gated community with 120 units of 2 and 2½-storey terraced homes. About 70% sold since its launch in March, the homes come in two designs: Classic and Contempo. The former has a conventional home layout, while the latter has a reconfigured living space and a water feature added for feng shui or creative purposes.


An Ametis Terraces showhouse

Targeted at newly married couples and young families, the Ametis Terraces homes come in sizes from 20ft by 75ft onwards. Intermediate units are priced between RM355,000 and RM389,000 while corner lots go for RM587,000 and above. With a GDV of RM46 million, completion is expected in early 2009.

According to Lim, Bukit Hitam assures early delivery of its products. Its Nilam Terraces, an enclave of 2½-storey terraced homes, was completed and handed over mid-November, six months ahead of schedule. A precursor to Ametis Terraces, the 105 units come in standard lot size of 20ft by 65ft with built-ups from 2,266 sq ft. They are set within a gated community and are pegged at RM348,000 onwards.

The first phase of its latest launch — the ParkVille townhouses — has been 62% sold.
"We're expecting 90% sales by year-end, and will launch the remainder early next year," says Lim. He adds that the garden-themed homes place strong emphasis on parks and landscaping.
"Maintenance fee for ParkVille is six sen psf; it's less than RM100 per unit for security and landscape maintenance."


An artist's impression of ParkVille homes in Bukit Puchong

Set within a gated and guarded enclave, there are 400 units with standard lot size of 24ft by 60ft. Upper units with built-ups of 1,528 sq ft are priced at RM218,888 while lower units with built-ups of 1,258 sq ft (with an extra 5ft land at the rear) are going for RM223,888. There will be a 10% increase in prices for the second launch, says Lim. Construction has already begun on the RM85 million project and completion is expected by October 2010.

Value appreciation
"Next year should be good. ParkVille is doing well and the demand should continue," says Lim.
"People from other areas (besides Puchong) are buying our properties," he offers, adding that 50% of the buyers are from Puchong, with others coming from places like Petaling Jaya and Subang Jaya.

"There is new interest in this township. There is good demand and we have sophisticated purchasers."

He attributes the success of the township to its location. It's accessible via Damansara-Puchong Highway (LDP), South Klang Valley Expressway, Kesas Highway and the KLIA-KL Expressway (scheduled to open in January next year).

"Value appreciation in Bukit Puchong is lower than in places such as Damansara Utama, but we are catching up. Our properties should see values appreciate by between 20% and 30%," says Lim.

The group also plans to add landscaping. "A police station has been set up and we plan to build a post office next year," he adds.

Next year will see the launch of another 200 ParkVille homes, as well as 50 linked bungalows and zero-lot bungalows next to Ametis Terraces. "We have also set aside 254 acres for an exclusive, gated and guarded project," says Lim. Touted to be a combination of high-end landed and strata properties, the plans are expected to be finalised early next year.

Also coming up is a 100-acre regional town centre. "There will be comprehensive retail planning to cater to residents of Puchong within a 20km radius," says Lim.

Targeted for completion in 2010 is the proposed 7.9-acre Taylor's Junior College. An agreement has already been signed. Another five acres have been set aside for a private institution, with plans for a high-end retail project on another plot.

Address of choice
Lim, who joined Bukit Hitam at end-2006, has been in the property sector for over 25 years. "I have always been in property development. It is an interesting and challenging job and the industry is getting more matured," he says.

Before Bukit Hitam, he held senior management positions in Sumur Wang, Danga Bay and the IOI Group. His mission now is to make Puchong "the address of choice" and Bukit Hitam the "developer of choice".

"Good living equals a nice house with good design, and good environment with landscaped park and facilities. We want to create a good buying experience and to provide good service," says Lim.

"Communication is also important to bring us closer to purchasers because we are building a community," he adds. At present, Bukit Puchong contributes 80% towards TAHPS's revenue. With another 600 acres left, Bukit Puchong will keep the group occupied for another seven years.


By The EDGE MALAYSIA - City and Country (by Yeong Ee-Wah)