With changing lifestyles and increasingly discerning tastes, home buyers today look for livable and functional yet stylish and affordable homes. Paramount Property steps in to provide lifestyle homes of the highest quality with affordable price tags

An alumnus of Penang Free School and a Certificate of Building Technology graduate of Tunku Abdul Rahman College, Kuala Lumpur, Ricque Liew has more than 30 years of experience in the property development and construction industry. Currently the managing director of Paramount Property Development Sdn Bhd (Paramount Property), Liew first joined the Paramount Group of Companies in May 1979 and has been with the company since.

Liew’s passion for property is apparent as he speaks about the company, its products and the Malaysian real estate market.

“For Paramount homes, we begin with the end in mind. What do occupants expect when they buy a house? Design it as if it is your own house, regard it as your own house,” says Liew, adding that because a house is the single biggest ticket item in a buyer’s life, quality is of utmost importance.

Famed for its quality and value-for-money homes as reflected by its tagline – quality, lifestyle, value – its latest township, Kemuning Utama in Shah Alam, has such an impressive reputation that more than 30 per cent of its buyers are referrals comprising relatives and friends of current residents.

“We even have third generation buyers in Kemuning Utama; people who have bought homes in the township and recommended to their children, and these children later on paid deposits on homes for their children who are young adults,” says Liew.

“To us, developing property is like using purchaser’s money to construct a home for them, catered to their needs…that is what sets us apart,” he says.

Paramount Property’s niche is in providing “affordable, bread and butter housing”. According to Liew, its quality homes are affordable; its Klang Valley homes cost around RM300,000  while its Sungai Petani, Kedah homes cost around RM200,000. Security, a gated environment, landed residences, and affordability cater to current needs, he explains.

Quality and Affordability

In order to assure quality to its purchasers, Paramount Property believes in pre-delivery inspection where the homes are inspected prior to handover, and any defects found are rectified before keys are handed to the buyers.

“Don’t shortchange your customers. Awareness and branding is important, but nothing beats the product. Think for your customers,” says Liew.

While the basics are provided – for example, three-phase wiring and autogate cabling – Liew firmly believes in the term “no frills”.

“Put the money where it matters…that’s our differentiation. It is a different lifestyle today, therefore it is important to keep up with the times and differing needs. For our properties, our core lies in the layout, form and function of the homes; it must be there. The homes must be livable and functional,” he explains.

He adds that it is important to under promise and over deliver as there is no shortcut in creating valuable homes. A hassle-free product with minimal renovation needs is a functional home, where one can move in with just their furniture. Most importantly, it must be cozy, he adds, as the average Malaysian upgrades his home only after 10 years.

Building Homes for the People

Paramount Property is also the makers of the award-winning Bandar Laguna Merbok in Kedah. The first gated and guarded community in the state, the township won the FIABCI Malaysia Award of Distinction 2004 for Best Residential Development. Its pioneering, environmentally-friendly master plan incorporates many of the same concepts that was later fine-tuned and expanded upon at Kemuning Utama.

Developed since 1996, Bandar Laguna Merbok hosts a total of 4,031 housing units spread over 493 acres of land. More than 90 per cent completed, this year will see the launch of lakefront semidees within the township.

Another project located in Kedah is Banyan Hills, a freehold township of 552 acres. With a gross development value of RM885 million, the township houses a total of 5,020 residential units.

In the Klang Valley, the company’s most notable project is Kemuning Utama. Sitting next to the KESAS Highway and adjacent to Kota Kemuning, the township is accessible via the dedicated Kota Kemuning Interchange and Jalan Bukit Kemuning. First launched in 2004, the township features dedicated residential neighbourhoods on a total of 524 acres.

Each neighbourhood comes with its own parks, wide landscaped roads, pedestrian-safe walkways and 24-hour guarded entrances. Its latest launch, Phase 8C1 in the Western Precinct named Indah Residences2, has been 30 per cent reserved prior to the launch next month. These double-storey terrace homes have built-ups of 2,104 sq ft on plots of 22ft by 70ft. Priced from RM365,000, there are only a total of 108 units in this phase.

The company recently ventured into the industrial property sector with the launch of Surian Industrial Park in early April. Located in Kota Damansara, the showroom, corporate office and warehouse project has been 50 per cent sold within one month from launch. Offering only 38 units over 13 acres, Liew reveals that most of its buyers are owners. These units are touted to be practical, user-friendly and safe.

Besides that, the company has put on hold a non-residential project due to rezoning of the land. The commercial project was to be built on five acres in Section 13, Petaling Jaya, comprising 18-storey twin tower blocks.