Sunway Property takes risks to reach homebuyers before they’re ready

Sunway Property believes that property marketing in Malaysia should be about more than price, unit size and distance to the nearest LRT. As such, it is launching a 2026 brand campaign called “Life, here” built around what it is like to live in a Sunway community.

At the same time, the developer is also running its nationwide sales campaign, “Forever yours” with RM4.1 million worth of deals across 15 signature home projects. 

In property, brand and sales campaigns are traditionally kept separate. While sale campaigns focus on the now, brand campaigns typically seek to reach aspirational buyers. 

However, Tee Ee Lynn, head of brand, digital and customer experience at Sunway Property, tells A+M that running the two campaigns concurrently is an experiment that was “worth a try”. 

“The traditional way of marketing property isn’t going away, but it shouldn’t be the entire conversation anymore," she explained.  

Don’t miss: How PropertyGuru reached Gen Z before they started house hunting

Part of the thinking about this approach is to reach younger buyers early. Tee said property buyers are still predominantly Gen Y and above, but Sunway Property does not want to wait for younger people to grow older before talking to them.

By giving late millennials and Gen Zs more education and exposure now, she hopes buying a home will feel less daunting by the time they are ready.

“Life, here” comprises three parts: community experiences, real-life digital stories and neighbourhood discovery through a community map. 

Tee said the aim is to open the gates of its townships and developments to more Malaysians, so they can see what life in a Sunway community looks like across the regions.

The experience side is built around six community activations. They include a farmers’ market (Serene Market Weekend), a run club social (Paces and Pastries), a pet-friendly weekend (Paws and Pause), a coffee and music hangout (Rhythms and Roasts) and a pet adoption drive (Made to Last, Here).

The sixth, Adulting 101, is an educational session on what younger adults should look out for when planning to buy property.

Led by Gin Chong of StayWokeProperty, it covers money management and planning for ownership, with no strings attached.   

The campaign also includes a “Life, here” collection of companion bags, discovery hats, smart fans and upcycled coasters.

On top of that, two participants will receive golden tickets to a show at the Jeffrey Cheah Performing Arts Centre.

“An ad can tell you about a place, but it can’t quite give you that experience,” Tee said about the “Life, here” philosophy overall. 

Customer voices are another part of the strategy. “Nobody likes to be sold to. The best spokesperson is the customer, not the brand.” 

She added that residents “truly tell a better story than we can”. She said it is not easy to get customers to speak publicly, so happy residents describing what their community means to them in their own words is powerful.

Sunway Property is treating this year as a pilot and wants “Life, here” to be a long-term platform rather than a one-off campaign. 

Beyond reach and engagement, it is tracking whether people explore the website, contribute stories to the community map or join community events, and whether those interactions lead them to visit its sales galleries. 

“You can’t do brand without thinking about conversion,” Tee said, acknowledging that there is always a tension between brand and leads and that the approach may not work exactly as expected.

Tee said the fundamentals of good design, quality, location and connectivity will always be the foundation. The question is what makes someone choose one developer over another once those boxes are ticked. 

Experience, she said, is where Sunway Property sees the answer, and the connection continues after purchase through Sunway Property+, its aftersales lifestyle ecosystem.

Skribble worked with Sunway Property to bring the platform to life, while Vox Eureka handled social media content development and PR.

The campaign builds on Sunway Property’s earlier work on experience beyond the sale. In October 2025, it launched “The plus side”, a campaign that positioned Sunway Property+ as a vibrant lifestyle experience rather than a service touchpoint. Like “Life, here” and “Forever yours”, it ran alongside a nationwide sales campaign, “The BIG deal”. 

Related articles:
Sunway Pyramid soars with How to Train Your Dragon mall takeover
Sunway Pyramid throws Pompompurin a 30th birthday bash
PropertyGuru's Rosemah is back to outsmart property scammers in Malaysia