On a day when Thailand’s GDP figures barely move and household debt soars near its limit, many may wonder if the country’s top-tier wealthy class is still doing well.
The answer reflected through the large mirror of the custom home market—which once surged to a value of 240 billion baht—tells a changing story. Last year, the overall market contracted by 11%, but notably, the luxury home segment (priced above 20 million baht) plunged sharply by 35%.
This is not because their cash disappeared, but rather a “Wealth Wait & See” condition, where billionaires and investors prefer holding onto cash rather than starting construction amid an ongoing economic storm with no clear end.
Amid a 35% market contraction, Masterplan 101, led by Anankorn Omrawati, a veteran with over 26 years in the industry, shows seasoned resilience. Although sales fell from 900 million baht to 675 million baht (a 25% decline), this figure still significantly “beats the market.”
The reason lies in trust: In a fragile economy, Ultra Luxury clients avoid “no-name” builders and instead flock to brands guaranteeing their homes won’t become abandoned projects.
Insights from the customer base reveal interesting trends.
Masterplan 101 understands that waiting for the economy to recover is risky. This year’s approach is not just selling “residences” but offering “The Master Home Builder” through three deep strategies.
1. Giving billionaires back their time (Complete Design Service).
The pain points for the wealthy are not money but “time” and the “headache” of coordinating architects, contractors, and interior designers. The new strategy is a one-stop service completing everything within 14 days and guaranteeing a ready-to-move-in home within 18-24 months (down from up to 5 years) with a checklist of over 6,000 items.
2. Launching the “Gold Series” to meet real demand.
3. Seizing the moment to build at “current costs” before price storms arrive.
This key strategy communicates that now is a golden opportunity to build at existing prices before wages and construction material costs rise due to inflation and government policies.
Despite a sluggish overall market, a portfolio worth 1.2 billion baht securing revenue for the next two years and a customer database of 300 names (worth 3 billion baht) provide Masterplan 101 with solid protection.
Regarding big real estate players like Sansiri or Pruksa entering the custom home market, Anankorn notes that “Custom Made” remains a strong barrier, as top clients do not want prefab homes but seek “identity” reflecting their personality.
Thailand’s economy in 2026 may not be spectacular, but for those with “land” and “idle cash,” this might be the golden moment to build a personal empire, as the leading contractor is ready to “deliver” everything to maintain 25% growth as targeted.
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