Sinar Mas Land focuses the spotlight on BSD City | Real Estate Asia
, Indonesia

Sinar Mas Land focuses the spotlight on BSD City

Sinar Mas Land is aggressively transforming BSD City into a smart digital and sustainable city.

As development moves further away from the Jakarta city center due to the dwindling availability of land, property developers realise that they must continue to provide supporting facilities for suburban dwellings. This effort is made to attract customers even though the products  they develop are far from the city centre. Sinar Mas Land through BSD City takes the competition to another level. They are not merely building facilities. They build a whole township known as BSD City and further integrate it digitally with a breath of sustainability concept.

BSD City has become Sinar Mas Land’s flagship project where the area has now transformed into a smart city by implementing the concept of sustainability and healthy environment, improvement of mobility and further developing an area dedicated to digital economy dubbed as the Digital Hub.

"We also carried out a similar development in Nongsa Digital Park, Batam, which is developed as a digital bridge between Indonesia and Singapore," said Director of Sinar Mas Land, Herry Hendarta to Realestate Asia.

Smart city benchmarks

Herry said that this smart city concept was studied and processed in depth in the BSD City, including for energy transformation and mobility. The results of this study will be used to provide transportation solutions that are low in carbon emissions, and in accordance with today's global demands.

"The best practices can be seen through the application of solar panels as an alternative energy resource and up to autonomous electric vehicles in BSD City. All these nods to President Joko Widodo's vision at the G20 forum which will take place in Bali in November 2022," said Herry.

Last year, President Joko Widodo reviewed the development of a smart city in BSD City which can be used as a benchmark in the development plan for Indonesia's new capital city in East Kalimantan.

Sinar Mas Land combines the interests of business and office activities through the concept of green building with the interests of environmental conservation in the BSD Green Office Park which is the first Indonesia to obtain Green Mark District from Building and Construction Authority (BCA) Singapore. under review, including the Sinar Mas Land Plaza BSD Building and the Green Office Park (GOP) 9.

The GOP area and office buildings built in it have implemented the concept of sustainable development in their operations, namely green building, low carbon emission, energy saving, water resource management, green waste management, and less plastic. All buildings developed within the compound are built to meet Green Building Council and US’GBC Leadership in Energy and Environmental Design. Thus every building – Sinar Mas Land Plaza, MyRepublic Plaza (GOP 6), GOP 9, and Traveloka Campus (GOP 1) – have certified and gained awards for their green efforts.

Sinar Mas Land builds a new business district named Digital Hub in 2017. The company highlights this area as a melting pot for academics, communities, startups, and multinational companies in the digital and creative sectors. This development will be equipped with the most sophisticated tech features. As for now, they are empowered with fiber optic network,

Video Conference Room, Interactive Meeting Room, Indoor Sports Facilities Hall, Innovation Show Case Arena, Smart Offices, VR Room, Social Space, Game Room, and 3D Printing.

Building a digital ecosystem

In developing a digital-based city, Sinar Mas Land found the biggest challenge was on the execution side, where they had to bring together the communities and ecosystems in BSD City to accept the vision that Sinar Mas Land aspires to. "We are building a Digital Hub physically, but also embracing the people and communities involved," he added.

Therefore, Sinar Mas Land is also seeking Digital Hub to become a digital talent pool. The results can be enjoyed both ways. First, it is easier for the public to get a good education at Monash University, Atma Jaya Catholic University, Prasetiya Mulya University, IULI, or at vocational education centers such as Apple Developer Academy, Purwadhika Digital School, Techpolitan, Binar Academy and Creative Nest – all located in the area. Digital Hub and its surroundings. Second, the existence of a digital talent pool is also beneficial for the industry, both startup and multinational companies, which can get human resources from graduates of these schools.

"The synergy of the community, ecosystem, and development is expected to support the creation of many new innovations and collaborations that can be enjoyed by the wider community. Understand that this place is dreamed by many, we facilitate people to get properties they wish for through the Double Dream program," said Herry.

Relying on the Double Dream program

Herry said, BSD City became the biggest sales contributor in the Double Dream program. Double Dream is the latest national sales program presented by Sinar Mas Land for consumers and the public in February 2022. In this program, consumers will get price reductions, down payment subsidies, and the opportunity to get two Southgate apartment units in the South Jakarta area, during the program period.

Double Dream offers double benefits ranging from double benefits, double savings, and double rewards to provide double happiness for consumers. The program, which makes it easy for consumers to purchase the property, achieved sales of IDR 200b ($18.76m) just one day after its launch.

“The company is targeting revenue of IDR 1.5t ($140.7m) from the Double Dream program. We believe that this target can be achieved because this program is very interesting and useful for consumers," said Herry.

Compared to previous programs, such as Move in Quickly in 2020 with discounts ranging from 15% -20%, the Double Dream program offers a price reduction of up to 22% plus cashback of up to 6%. "Consumers can also enjoy multiple benefits if the transaction is made in hard cash or mortgages (KPR / KPA / KPT express)," said Herry.

Interestingly, this program can also be combined with a number of government policies in the property sector, such as incentives for National Economic Recovery in the form of Government Borne Value Added Tax (PPN DTP) until September 30, 2022, lower interest rate benchmark from Bank Indonesia, and Loan to Value (LTV) relaxation which allows consumers to buy houses on credit with a relatively low down payment or down payment of 0%.

Ownership of Sinar Mas Land products is also made easier by collaboration for Home Ownership Loans (KPR), Land Ownership Loans (KPT), and Apartment Ownership Loans (KPA) from 15 trusted banks in Indonesia including CIMB Niaga, Bank Mandiri, OCBC NISP, Maybank, BNI, Permata Bank, BCA, UOB, State Savings Bank (BTN), Bank Danamon, Commonwealth Bank, Panin Bank, BRI, CCB Indonesia, and Bank Syariah Indonesia (BSI).

In addition to BSD City, Herry said that most of Sinar Mas Land projects take part of the Double Dream program include; Banjar Wijaya Park in Tangerang, The Elements, Southgate in South Jakarta, Apartment Aerium in West Jakarta, Kota Wisata  and Legenda Wisata in Cibubur​, Grand Wisata in Bekasi, Kota Deltamas in Cikarang.

Outside Jabodetabek there are Wisata Bukit Mas and Klaska Residence in Surabaya, Nuvasa Bay in Batam, and Grand City Balikpapan in East Borneo. "The products offered include kavlings, houses, apartments, and shophouses," he added.

Double Dream product listings can be accessed online. In addition, consumers can also visit their e-catalog site to view the show unit virtually and see all Sinar Mas Land products, complete with data on land area, building area, floor plans, and building facades.

The expected sales value from the Double Dream program is part of Sinar Mas Land's overall product sales target of IDR 7.7t ($722.31m) by 2022. In 2021, Sinar Mas Land managed to record marketing sales exceeding its initial target of 10%, from the annual target of IDR 7t ($656.65m) to IDR 7.7t ($722.31m). The company also recorded a very significant improvement when compared to 2020 which could book IDR 6.5t ($609.74m) throughout 2020. As of April 19, 2022, the Double Dream program had recorded sales of IDR 580b ($38.28m).

Based on the sales value, it is evident that the transformation of BSD City is indeed attractive to urban communities even though its position is far from the city center.

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