Thailand's real estate market in 2026 is facing more severe challenges than in previous years amid an economic recovery that shows no clear improvement. Meanwhile, weakening purchasing power and tighter financial institution regulations are causing loan rejection rates to rise sharply.
This situation has not only dampened property title transfers but also created a high barrier preventing consumers from accessing the fundamental need of owning a home, despite strong demand among many Thais.
Recently, SENA Development Public Company Limited (SENA), led by Assoc. Prof. Dr. Kesara Thanulakpakdee, announced its 2026 plan, choosing not to retreat from the market. The company intends to launch eight new projects worth over 10.7 billion baht, setting sales targets at 14 billion baht and transfers at 9.3 billion baht.
Additionally, SENA is advancing financial solutions through its "LivNex Rent-to-Own" and "RentNex Direct Rental" projects, aiming to transition tenants into homeowners and make homeownership more accessible for Thais.
Assoc. Prof. Dr. Kesara Thanulakpakdee, Managing Director of SENA Development Public Company Limited (SENA). She revealed that the economic direction and real estate market in 2026 will be particularly challenging and difficult. Compared to previous years when the economy was already weak, this year is expected to have a more pronounced negative impact.
Especially the loan rejection rate, which may soar to 80%, up from the usual 50-60%, resulting in actual property title transfers possibly falling below last year's levels, despite significant real demand in the market.
This situation makes it harder for consumers to own homes. Nonetheless, SENA affirms its commitment to remain in the market, recognizing housing as a vital basic necessity and committing to help Thais achieve homeownership.
The company's growth strategy amid a volatile economy and evolving real estate market focuses on leveraging strengths to lead the market and achieve sustainable growth through three main pillars:
1. Affordable Home Leader: Leading accessible housing projects. Reinforcing its market leadership in condominium projects priced affordably, holding the largest market share in condos under 1 million baht to just over one million baht, and having the highest number of BOI-supported condo projects.
2. Green Living Leader: Leading practical energy-saving and eco-friendly living. Advancing tangible Green Living concepts that truly save energy and reduce carbon emissions, not just green branding, but measurable savings in electricity costs and carbon footprint.
3. Home Accessible Leader: Leading efforts to make homeownership easy and achievable. Amid debt burdens and financial constraints preventing many consumers from buying homes, SENA expands homeownership opportunities.
By understanding customers' financial status at different life stages—from "not ready" to "renting" to "actual ownership"—through LivNex Rent-to-Own for those not ready to obtain loans,
and RentNex Direct Rental, which allows tenants to accumulate rent payments as discounts toward future home purchases, with rights usable by themselves or transferable to family members, relatives, or friends.
This approach does not create a new market but "creates new waters within the existing market" by maximizing resources and assets to sustainably expand housing accessibility for Thais.
Assoc. Prof. Dr. Kesara. She added that in 2026, the company plans to develop eight new projects: seven condominiums and one low-rise project, totaling 10.7 billion baht in value, focusing on the affordable segment where SENA holds over 20% market share or more than 20,000 units.
The company targets 14 billion baht in sales and 9.3 billion baht in transfers, including revenue from the LivNex Rent-to-Own project.
Simultaneously, SENA continues to prioritize environmental, social, and quality-of-life aspects by developing housing and communities that reduce carbon emissions through tangible innovations and solutions, aiming to cut carbon emissions by at least 12,765 tons—equivalent to planting more than 1.27 million trees.
Alongside expanding access for financially constrained individuals to quality housing exceeding 1,300 units under LivNex Rent-to-Own, helping reduce inequality and strengthen life stability, reinforcing SENA's position as a leader in sustainable housing.
In 2026, SENA will emphasize its "SENA = Easy Purchase" campaign with solutions designed to make homeownership feasible at every life stage—whether not ready for loans, renting, or starting ownership—through financial innovations like LivNex Rent-to-Own and RentNex Direct Rental, which convert rent payments into future capital, combined with flexible approval systems.
Alongside developing comfortable, energy-efficient, and cost-effective housing in the long term, SENA is committed to making "buying a home easy and truly achievable," reaffirming its role as a Lifelong Trusted Partner supporting customers throughout their secure and sustainable housing journey.
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