PD House Faces Intense Competition in 2025 Home-Building Market

PD House International is laying out plans for the second half of 2025 to weather economic uncertainty, launching a "Dynamic Pricing" strategy that recalibrates prices to reflect real costs every 30 days. The company will push its sub-brand "Acqu Home" into the mass-market home-building segment priced between 2 and 3 million baht, while its flagship "PD House" brand targets the premium market for homes priced 10 million baht and above.

Jirapha Suwannasut, Chief Executive Officer of PD House International Limited, said Thailand's economy in the first half of 2025 remains fragile and vulnerable, undermining consumer confidence in home-building investment decisions. However, the overall home-building market nationwide has held steady rather than sharply contracting, as consumers increasingly prefer licensed home-building companies over informal contractors, and new large-scale capital groups and local SMEs have doubled their competition in the sector. Yet beneath strong overall market figures lies a hidden challenge: while total market value has grown, the influx of new competitors has scattered sales, and most players missed their first-half targets.

Suwannasut noted that in the first six months, the company faced headwinds from volatile construction material costs, shipping expenses, and price wars in the home-building sector, forcing it to slow sales in certain periods to manage costs. Revenue recognition and home sales fell short of original targets.

By late Q2, however, Suwannasut observed early signs of purchasing-power recovery as genuine home-buyers returned to inquire and re-engage in decision-making.

For the remaining six months (July–December), PD House is deploying three key strategies: (1) Dynamic Pricing, updating prices every 30 days based on true cost assessments to ensure fairness and flexibility until conditions stabilize; (2) Enhanced Digital CRM, integrating customer data from Facebook, Line, and Instagram across all PD House branches into a centralized marketing system for real-time customer response and retention; and (3) strengthened market reach across both the mass and premium segments to capture broader demand as the economy recovers.