This article first appeared in City & Country, The Edge Malaysia Weekly on June 14, 2021 - June 20, 2021

GuocoLand (M) Bhd is pressing on with the new phases of ongoing projects at its existing townships of Emerald Hills and Emerald 9 in Cheras as well as Emerald Rawang amid the pandemic.

“Despite the impact of Covid-19, we believe this is an opportunity to reassess our growth potential in the new normal, reconfigure our business models to better realise those opportunities, and reallocate our capital more effectively,” says GuocoLand Malaysia group managing director Tan Wee Bee in an email interview.

Tan has 25 years of experience in the property development and construction industry in Malaysia, Singapore and internationally. Prior to taking up the reins at GuocoLand Malaysia on March 1, he was deputy managing director of Sunway Bhd’s property division.

On GuocoLand Malaysia’s target market and strategies, he says, “Our projects mainly cater for first-time homebuyers and upgraders. There is still a need for houses, though we have seen some changes in buying behaviour as people are now more concerned about the living environment, health and convenience.

“People are looking beyond just having four walls or basic needs and facilities these days. Most of them would prefer not to live in a confined and restrictive environment. They yearn for vast open spaces that are ideally in a secure, cosy and friendly community with a lot of greenery and infinite avenues for leisure activities, family time, as well as mingling and interacting opportunities among neighbours or friends … Children and the elderly can roam about freely and safely.”

Listed on the Main Market of Bursa Malaysia, GuocoLand Malaysia is the property arm of Hong Leong Group. The group is known for its residential townships as well as commercial and integrated projects in the country. A subsidiary of Singapore-based GuocoLand Ltd, GuocoLand Malaysia’s land bank spans the Greater Kuala Lumpur and Melaka, with notable projects including Damansara City, The Oval Kuala Lumpur and PJ City.

The group appears positive about the future amid the current challenges. “We expect that once the pandemic is under control and economic growth starts, it will spur demand again as we enter the new normal,” says Tan.

“We are remaining resilient through change and adapting to market conditions during this compressed environment, which further highlights the importance of sustainable practices, quality products and customer experiences in our business strategies.”

On the status of GuocoLand Malaysia’s projects, he says, “We are preparing to hand over homes in Emerald Hills, Emerald 9 and Emerald Rawang. At the same time, we are continuing to maintain the amenities and create an environment that nurtures community liveability and sustainability.

“For our completed flagship project, Damansara City, we continue to deliver value for our communities and customers by curating the right tenant mix for DC Mall, and we are involving the community through surveys to upgrade our service level. We will be opening DC Food Court in early November and more exciting tenants will come in progressively.”

For FY2021, GuocoLand Malaysia is focusing on the new phases at three of its developments — Emerald Hills, Emerald 9 and Emerald Rawang, with gross development values (GDV) of RM1 billion, RM1.4 billion and RM3.5 billion respectively. “We offer modern homes surrounded by generous and green open spaces, with excellent connectivity, quality design and a healthy living environment that is perfect for the family, children, the elderly and millennials,” says Tan.

According to Tan, Emerald Hills encapsulates the concept of placemaking. “We believe that a strong sense of place can influence a community’s physical, social, emotional and ecological health, and we want to create great and true living spaces. Our team has placed a lot of emphasis and thought on reimagining and reinventing living spaces to become the heart of every development.”

He says the township will have streets, parks, jogging tracks, buildings such as a clubhouse, and other open spaces “to invite greater interaction between people and foster a healthier community”.

Occupying a 47-acre freehold tract at Alam Damai in Cheras, Emerald Hills comprises four condominium towers and 181 terraced houses. “The low-density development is set amid hilly greens with a calming central lake at its heart. It has 21 acres for various facilities and amenities to enhance the quality of life of residents. The lakeside central park has a barbecue pavilion, jogging and bicycle paths as well as a clubhouse and an infinity swimming pool overlooking the lake,” says Tan.

“Not only do these facilities promote healthy living, but they also serve as a communal space for residents to gather and mingle. The themed gardens and designed leisure spaces will be the best places for residents to unwind and rejuvenate after a long day of work. The back lanes of the terraced houses, called Garden Terraces, will be turned into linear gardens for residents to enjoy the beautiful landscape and catch up with neighbours, while the living room will have a view of the garden.”

He adds that the gated-and-guarded concept of Emerald Hills, with a single exit and entry point, will give residents peace of mind. “Emerald Hill’s family friendly environment, open spaces and ample facilities ensure it is the perfect place for homebuyers to settle down and raise a family. To date, 99% of the Phase 1 condominiums and 99% of the Garden Terraces have been sold, mostly to local owner-occupiers.

“Following the success of the Garden Terraces and the South Tower Lakefront Condominiums, we launched Block C of the North Tower Condominiums on April 17. Block C comprises 393 lakefront condominium units with built-ups of 840 to 1,400 sq ft and prices that start from RM570,000, with completion slated for 2Q2025. For the first time in Emerald Hills, there will also be dual-key units, which are designed for flexible living and to provide additional rental yield.”

On Emerald 9, Tan says, “When we started building in Cheras, we saw a lack of developments that could meet the aspirations of buyers who were looking for a high-quality residence. Thus, we set out with a vision to develop Emerald 9 with a unique concept where co-living and co-working would be possible, and to enhance the quality of life of residents through fully integrated leisure and health facilities.”

Sited at the prime location of Cheras 9th Mile, and with a direct link to the adjacent Taman Suntex MRT Station, the RM1.4 billion development comprises five residential towers, office spaces, urban street shops and a courtyard clustered around pocket and green spaces.

“Emerald 9 represents GuocoLand Malaysia’s vision to enrich the life of buyers in a mixed-use placemaking development. The development showcases our commitment to building high-quality residential apartments, open spaces and a strategic blend of commercial and retail developments that will create a sustainable ecosystem that provides enhanced value for our buyers,” says Tan.

“With 24-hour security and 48 lifestyle facilities, Emerald 9 will be the epitome of modern living. Among others, there will be seven pools, a shared kitchen, a jogging track on the rooftop, boxing pavilions, an amphitheatre, a sky communal lounge and a cabana to promote healthy living.

“Emerald 9, dubbed the fully integrated development in southern Cheras, is indeed a rare and future-proof property for both investment and own-stay purposes. It aims to fulfil the needs of first-time homebuyers, young professionals and young families.”

The two residential towers, Towers A and B, have been well received, with Tower B 90% sold and Tower A 80% taken up since they were launched in May and December 2019 respectively. The buyers are mostly local owner-occupiers.

“Following the success of Towers A and B, we are targeting to launch Tower E — Enya on9 Residence — in June this year. Tower E comprises 810 residential units with built-ups of 550 sq ft and a selling price of RM250,000,” reveals Tan.

Meanwhile, the master-planned township development of Emerald Rawang comprises two precincts — Emerald East and Emerald West — located on a 1,000-acre tract within fast-expanding Rawang town. The township comprises terraced, cluster and semi-detached houses, townhouses and bungalows.

“With the vision to improve and enhance community living in Emerald Rawang, the development has undergone a redesign and replanning exercise with new features, including lush green landscapes, well-equipped amenities and a modern central park with lakes and a recreational club, to be introduced in the township,” says Tan.

He adds that there are five design elements in the Emerald Rawang master plan aimed at building a sustainable township. These are: product diversity, with a variety of housing types for various demographics; neighbourhood hubs such as waterfront shops and a clubhouse; safety and security, including gated communities with well-lit parks, easy accessibility to various amenities, and dedicated and interconnected pedestrian and cycling pathways; community living such as spaces for a variety of activities for all age groups; and a healthy lifestyle, including areas for sports and recreational activities.

“Due to the overwhelming response at Garland Residence, which has been fully taken up, we launched Garland Residence II — a similar but upgraded version of Garland Residence — in April. With bigger built-ups and more size options (1,592 to 1,933 sq ft) to choose from, the units are priced from RM570,000. We are glad to see a positive take-up rate, with all units in Phase 1 sold. Phase 2 will be launched in the second half of 2021 and the registration of interest has been overwhelming,” says Tan.

“Garland Residence II is a low-density development with 336 terraced houses in a 33.24-acre parcel, complete with a futsal court, a 5.39-acre playfield, playground and jogging paths. We are targeting young families that are looking for an affordable, well-designed, comfortable, safe and healthy home,” he continues.

“Branching out from the 36-acre Emerald central park and a 15-acre lake are lavish green corridors, play courts, boardwalks, 4km of jogging or cycling paths and a roller-skating park, enticing all to enjoy the outdoors. The Emerald Club comes with a swimming pool, Jacuzzi, sauna, gym, multipurpose hall, tennis court, badminton court, barbecue pavilion and children play area. These convenient facilities within the Emerald Rawang township will accommodate the needs of children as they grow, and family members can spend quality time together.”

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