Matrix Concepts leverages tech to sail through Covid

Developer expanding to Klang Valley, Melbourne and Jakarta


PROPERTY developer Matrix Concepts Holdings Bhd is capitalising the use of technology to adapt to the “new normal”, as the Covid-19 pandemic continues to pose uncertainties and disruptions across many sectors.

This includes the use of virtual solutions across its operations to ensure business continuity and operational uptime amid an uncertain external environment. The effort had also broadened the group’s sales channels through the use of digital solutions — including social media platforms — to reach more potential customers, offering convenience in the entire process of purchasing a property.

Matrix Concepts CMO Lim Kok Yee said the use of technology has ensured its continued brand presence during the pandemic, especially in terms of engaging and maintaining good relationships with customers.

One of the initiatives, he said, is the implementation of a virtual reality (VR) show unit during the initial period of the Movement Control Order (MCO).

“We are constantly on the lookout for new mediums to showcase our projects differently especially during the MCO period, as there were a lot of restrictions and customers could not physically come to the site.

“Hence, we have created a virtual show unit for all of our projects, so customers could see the unit without having to physically come down to the site,” he told The Malaysian Reserve.

Lim added that this initiative has enabled many customers to explore the property unit through the VR experience at their own convenience.

Taking it one step further, the developer has also set up a virtual sales gallery called the “Matrix Virtual World”, where customers would be able to interact virtually with the sales assistants. Through the facility, customers can access all the product information about the projects offered by the developer.

Apart from that, Matrix Concepts has also hosted a few Facebook Live Talk sessions by collaborating with a number of property gurus to discuss the current issues involving the real estate landscape.

Lim says the use of technology has ensured the developer’s continued brand presence, especially in engaging and maintaining relationships with customers

Lim noted that although the sessions were initially challenging, it garnered good responses where around 800 live viewers participated during the shows. He emphasised that the participation was encouraging compared to previous on-ground events where only around 100 to 150 potential buyers would attend.

“For online activation, we are not bound to any restrictions on the numbers of the participants and so, we were able to reach an even broader audience,” he said.

In line with Covid-19, the developer has also taken the initiative to produce a topical viral video named “Duduk Rumah” through its Facebook and YouTube platforms.

Lim said the intention of the video was to educate the public on how to stay safe and healthy at home during the MCO period in an entertaining take. Additionally, the developer had rolled out a video contest for Malaysians to share their ideas on how to celebrate Hari Raya Aifilfitri without the need to leave their homes during the lockdown.

Matrix Concepts also worked with several other digital platforms to maintain its brand presence and visibility during the period, which has garnered huge leads for the company.

It also hosted a digital campaign in June called the “Matrix Virtual Treasure Hunt”, where the objective was to leverage the use of Google Street View Platform to showcase Bandar Sri Sendayan virtually.

“Through gaming experience, participants were not on the site physically, but they were able to go through the landscape of Bandar Sri Sendayan. As a result, we attracted more than 1,000 participants to the hunt,” Lim noted.

To ease the burden of owning a home, the developer also provided an additional 2% rebate during the MCO period to encourage people to buy their dream homes.

To bring assurance and assist its potential customers to own their first home, the developer introduced a package called the “Matrix Homemade Plan” in August this year and it will end on Dec 31. Under the package, customers are entitled to a 1% referral reward, loyalty programme, instalment subsidy for up to 18 months for selected projects, low booking fee of RM1,000 and more.

The initiatives undertaken led to positive achievements as the group attained a healthy financial performance and recorded a significant number of new property sales. For its second quarter ended Sept 30, 2020, net profit surged 28% to RM75.1 million on revenue of RM262 million. The earnings were the highest in five years.

Matrix Concepts also undertook several corporate social responsibility initiatives this year to give back to the community. This includes a donation of RM500,000 to a Covid-19 equipment fund to support the fight against the pandemic, as well as food aid for 109 families in Orang Asli villages during the MCO amounting to RM22,000.

The developer also donated 232 sets of personal protective equipment (PPE) suits and 54 snap socks to the Negri Sembilan Chinese Maternity Hospital (NSCMH), in which the sets were sewed by Seremban Shelter Home. As an acknowledgement for their efforts and hard work, Matrix Concepts Foundation presented the shelter with a token of appreciation worth RM2,800.

Early this year, Matrix Concepts launched Crisantha @ Resort Homes in Negri Sembilan. The project has achieved a take-up rate of 60% for now and is targeted for completion by 2021.

Moving forward, Matrix Concepts said its core objective remains focused on improving its Sendayan township developments, comprising Bandar Sri Sendayan, Ara Sendayan and Tiara Sendayan in Negri Sembilan; and Bandar Seri Impian in Kluang, Johor.

The developer is also expanding its domestic project portfolio to include developments in the Klang Valley, as well as going international with projects in Melbourne, Australia, and Jakarta, Indonesia.