Paramount Land is involved in the property and lifestyle business through developments such as Gading Serpong, a self-contained city in Tangerang, Banten, and numerous residential real estate projects. Our company categorises projects sized less than 100 hectares as real estate development, and more than that as a township. We have also ventured into the hospitality industry by developing hotels and into the healthcare sector by developing hospitals, while other side projects have included startup companies though not yet operating commercially. Our ongoing township development project is Gading Serpong which covers an area of 2,000 hectares. This total area is equally divided between our company and Summarecon Agung Tbk at approximately 1,000 hectares each. As of 2016, Paramount Land has developed more than 700 hectares of this land. This site offers excellent accessibility and complete facilities, and is now home to multiple international-standard universities and high schools. One of the hospitals in this area, namely Bethsaida Hospital, is also owned by our company.
Paramount Land’s first strategy in ensuring a good market response starts from planning the right product, the right price and the right time to launch. The second strategy is for us to continuously improve upon the property quality. The third key strategy is related to how we market them. For example, we launched our Malibu Village project to grant middle-class home buyers vast design choices to better cater to individual tastes; we provided 1,296 alternative designs for them to choose from and it has ultimately been a success. Moreover, this idea earned us an Indonesian Museum of Records (MURI) Award. Other unconventional concepts extend to how we present each completed house to its new owner. Inspired in some part by the retail sector, we constantly make sure that we strictly follow the agreed schedule and deliver each unit in a packaged state.