Wanita Inspiratif di Balik Properti Premium
Bisnis properti menjadi salah sati ide bisnis yang menguntungkan di era sekarang karena memiliki daya tarik yang cukup besar. Seiring bertambahnya jumlah penduduk serta harga tanah yang cenderung naik setiap tahun, membuat permintaan properti otomatis akan semakin meningkat.
Salah satu pelaku bisnis di industri properti ialah Loemongga Haoemasan, selaku Presiden Direktur Asiana Group yang merupakan pengembang Hunian Premium yang berlokasi di kawasan strategis di wilayah Jakarta dan Bali.
Lantas, bagaimana sejauh ini potensi bisnis Hunian Premium di Indonesia? Simak perbincangan seru Rosaline Hioe bersama dengan Loemongga Haoemasan – Presiden Direktur Asiana Group di Women’s Talk.
Salah satu pelaku bisnis di industri properti ialah Loemongga Haoemasan, selaku Presiden Direktur Asiana Group yang merupakan pengembang Hunian Premium yang berlokasi di kawasan strategis di wilayah Jakarta dan Bali.
Lantas, bagaimana sejauh ini potensi bisnis Hunian Premium di Indonesia? Simak perbincangan seru Rosaline Hioe bersama dengan Loemongga Haoemasan – Presiden Direktur Asiana Group di Women’s Talk.
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TVTranscript
00:00Welcome back to Women's Talk, I'm Rosalind Juh.
00:27In this episode of Women's Talk, I'm going to interview a well-known inspirational woman.
00:32She's not only beautiful, but also has an amazing achievement in the world of property.
00:37Are you curious? Let's check out Women's Talk.
00:41WOMEN'S TALK
00:53Property business has become one of the most profitable business ideas
00:58because it has a lot of attractiveness.
01:01As the number of residents increases, and the price of land tends to increase every year,
01:06the demand for property will automatically increase.
01:11One of the business actors in the property industry is Lumongga Haumasan,
01:16who is the President Director of Asiana Group,
01:19which is a premium union development located in strategic areas in Jakarta and Bali.
01:27So, how far is the potential of premium union business in Indonesia?
01:32Let's discuss it with President Director of Asiana Group, Lumongga Haumasan, only on Women's Talk.
01:41WOMEN'S TALK
01:47Hello, Mrs. Lumongga.
01:49How are you?
01:51Thank you for your time.
01:53We are joined by President Director of Asiana Group, Mrs. Lumongga Haumasan.
01:59Thank you for being here.
02:01Thank you very much.
02:03You seem to be looking at new projects, Mrs. Lumongga.
02:05For example, Senopati, Kayu Jimbaran.
02:08Maybe there are some other projects that I would like to know.
02:12The project that is currently being worked on is an apartment building in SEBD.
02:18It's called Senopati.
02:20Then, there is a villa complex in Jimbaran, Bali.
02:23Then, there are some townhouses in Kemang, Cibugur,
02:27that we are developing outside of the project that has been completed and delivered.
02:37Okay, cool.
02:39Actually, in terms of location strategy,
02:42there are more locations in SEBD area, Senopati.
02:45What is the approach, Mrs. Lumongga?
02:47Then, the message that may be conveyed to the market related to their interest,
02:51are there more in those areas?
02:53Yes.
02:54Again, when it comes to property, it's all about locations.
02:59So, we still choose locations that we know are people's priorities in choosing properties.
03:14So, I mean locations that are close to the main roads,
03:19close to the main roads, and then also with business centers.
03:26That's why we are still in the Senopati area and SEBD area, of course.
03:33Because it's also very prime.
03:35So, from the location itself, we feel that it's already sold.
03:40So, our job is to provide good quality products that can be accepted by the market.
03:45So, the location doesn't need to be educated anymore.
03:48Okay, location is number one.
03:50In terms of concept and business characteristics,
03:54what is the difference between the concept of ASEANA Group and other developers?
04:00Since the beginning of ASEANA Group,
04:03we have differentiated our products with a good design.
04:13So, we put more effort and focus on choosing the best design.
04:21So, choosing an architect through a very long process.
04:24To choose the design with the architect, the discussion is also very long.
04:28Because we feel that a good design,
04:31a beautiful design, but also a good design,
04:34it will improve the quality of life of its owner.
04:38So, we feel that all of that is one unit.
04:40And we also want the owner to be proud.
04:43My house is good, my house is comfortable.
04:46So, that becomes our priority.
04:48And until now, we are well-known for good products.
04:53So, people know that if I buy ASEANA products, it must be cool.
04:57We often hear that from our customers and from the market too.
05:00That makes us feel that the differentiation we did from the beginning is quite successful.
05:07For ASEANA branding.
05:09Actually, how big is your contribution from the design?
05:14You said that it has a very big effect on the quality of life of the user or the owner.
05:21A good design, architecture design or interior design,
05:25if it's good, it must have elements that are not just aesthetics.
05:29So, it must have elements of good air circulation.
05:32Then, air circulation.
05:35Then, the distance between the window, the door, the stairs, the layout, etc.
05:41That has been measured and designed for unique comfort.
05:48It doesn't have to be big.
05:50Even though it's small, there are still elements in architecture and interior design
05:54that make it comfortable.
05:56Those who live there.
05:58Those who live there or the office, etc. are the same.
05:59That's an interesting insight.
06:01How a design from a nursing home or our nursing home
06:05can impact our health and lifestyle.
06:11Talking about your interest or passion in the world of property,
06:15where did it start?
06:18Since I was a child, I always wanted to be an architect.
06:21I always wanted to be an architect.
06:23Growing up, I was always happy to see good houses, good buildings.
06:30And every time I travel, wherever it is, in Indonesia,
06:34I always try to find old or new buildings that are good.
06:41So, I've been interested since I was a child.
06:43But when I was in college, my parents felt that
06:47college is definitely easier to find a job.
06:49So, they told me to take a financial course.
06:51So, I took a finance course.
06:53But my interest in the world of architecture never disappeared.
06:57So, I wanted to collect books about architecture.
06:59When I graduated from college, I worked at a foreign bank.
07:03I worked at a foreign bank.
07:05Then, I resigned because of the monetary crisis in Asia.
07:08The monetary crisis in Asia was in 1998.
07:11So, there was no job at a foreign bank.
07:14It was only to manage existing clients.
07:17So, there was no challenge.
07:19I was alone.
07:21And there was a friend who asked me to build a property.
07:25He said that he had been in the business for a long time,
07:28and his family owned a property.
07:30But he didn't have a financial background.
07:32He said that I was a finance person.
07:34So, he helped me with all the financial aspects.
07:37He made a projection, managed the finances, etc.
07:41But I said that I could also set the conditions.
07:44Who should I hire as an architect?
07:46I could also get involved in the process, etc.
07:48One thing led to another.
07:50And here I am.
07:52And it went on.
07:54So, the collaboration opened up opportunities and achievements for you.
07:58Yes.
08:00I learned a lot.
08:02Asiana Group, did you face any challenges from year to year
08:06throughout the pandemic situation?
08:08Did you face any challenges?
08:10And how did you solve those problems?
08:13During the pandemic,
08:15I think property is one of the worst hit sectors.
08:19Because no one wants to buy a house.
08:21During the pandemic, who would want to buy a house?
08:23And there were no rental offices.
08:25All the malls were closed.
08:27So, we really struggled.
08:29We really struggled.
08:31So, through that,
08:33we survived.
08:35There were assets that we didn't want,
08:37that we planned to build,
08:39but we had to sell them.
08:41So that we could survive.
08:42That was one of the stories from the pandemic.
08:47So, there were assets that we kept,
08:50but we sold a lot of them.
08:52So that we could stay afloat.
08:56After the pandemic,
08:58we learned that
09:00there are a lot.
09:02So, business variation is necessary.
09:06Like what people say,
09:09don't put your eggs all in one basket.
09:10That's right.
09:12So, we started to
09:15invest in F&B,
09:18and then there's Qualness.
09:21So, that's what we're trying to do now.
09:23We're building it outside of the business property.
09:25So, it can't be just one business.
09:28There has to be a business differentiation.
09:32Diversification.
09:34That's the key.
09:36Let's talk about today's challenges.
09:38The economic situation in Indonesia
09:41looks pretty good right now,
09:43but it's related to the projection of the exchange rate,
09:47which is often weakening.
09:49Then, the inflation and the purchasing power of the people
09:52which is starting to be threatened.
09:54The strategy and the impact
09:56on the business property, how far is it?
09:58The business property itself,
10:00people will always look for a house.
10:04They will always look for a place to live.
10:06The problem now is affordability.
10:09Is the buying power
10:11going in or not?
10:13So, as developers,
10:16we have to try to produce
10:18products that are not,
10:21I can't say it's cheap,
10:24but affordable.
10:26For example,
10:28in a small area,
10:31it's more compact,
10:32so the efficiency of the space is very high.
10:36Then, the use of local materials.
10:40Fortunately, Indonesia has a lot of local materials.
10:43So, from the finishing materials,
10:45we have all the local and very good ones.
10:47So, that's what we're aiming for now.
10:49Fortunately, it turns out that in terms of composition,
10:52the materials used by many developers
10:55are all good.
10:57And we're not too dependent on imported materials, right?
11:00No.
11:02Very interesting.
11:04I really want to explore the projects
11:06that are being developed by ASEANA Group.
11:08Can we talk more?
11:10Sure.
11:24In Women's Talk,
11:26you're back with me, Rosa Linciu,
11:27and I'm with the President-Director
11:29of ASEANA Group,
11:31Mrs. Lumo Gahomasan.
11:33We just had a little chat,
11:35there are a few projects that have just been developed
11:38by ASEANA Group,
11:40in Senopati and also in Jimbaran.
11:42Can you explain a little
11:45about the current projects?
11:47Okay.
11:49The project that is currently in development,
11:51so we're ongoing, we're building it,
11:53is in SEBD.
11:55In SEBD, there is a project called To Senopati.
11:57It's a residential tower.
11:59There are 112 units.
12:02It's located in SEBD.
12:04So, this is a GEONI apartment
12:07that is currently being developed in SEBD.
12:09As you know,
12:11SEBD is the most primary in Indonesia.
12:13Coincidentally, we are quite lucky
12:15to get land here.
12:17Then, there is also in Bali,
12:19we have an area of 2.2 hectares,
12:23we build about 100 villas,
12:25it is also under construction.
12:27Outside of that, there are a few special villas
12:29that we are also building,
12:31there are in Kemang, there are also in Cibubur area.
12:34So far, your strategy
12:36is to determine the best locations
12:38for prospects from ASEANA Group.
12:41And then, is the approval process,
12:44then the development so far,
12:46easy to get there?
12:48As for the approval process,
12:51it's a rule from DKI,
12:54or maybe in the area,
12:55in Bali, in this case,
12:57we built it outside of Jakarta,
12:59it's in Bali,
13:01of course, gradually,
13:03there will be changes in a few years,
13:05but as long as we keep updating
13:07with the process,
13:09we always have no problem with that.
13:11As for choosing locations,
13:13I think it's still
13:15do it the traditional way,
13:17so, for example, location, location, location.
13:19So, the infrastructure there
13:21we also consider,
13:22the crosswalks,
13:24then the facilities,
13:26and facilities around the environment,
13:28it becomes a determining factor
13:30when we choose locations.
13:32Actually, you talk about the projects
13:34developed by ASEANA Group itself,
13:36there are various,
13:38some are based on high-rise buildings,
13:40some are land-side,
13:42but then the philosophy
13:44or the basic concept
13:46developed by ASEANA Group,
13:48what is it like?
13:50The basic concept,
13:52if we build anything,
13:54whether it's mixed-use,
13:56or purely residential,
13:58or landed,
14:00or vertical,
14:02or office,
14:04we always place ourselves,
14:06if we become a customer,
14:08do we want to live there,
14:10do we want to work there,
14:12do we want to rent there?
14:14Then, it becomes a determining factor
14:16in determining what kind of design,
14:18what kind of air circulation,
14:19what is it called,
14:21logistically,
14:23and so on,
14:25it has to be good.
14:27So, so far,
14:29for the location itself in Jakarta and Bali?
14:31Jakarta and Bali,
14:33that's one more thing,
14:35we are personal,
14:37so we feel that at this time,
14:39at our current stage,
14:41we choose locations
14:43where we really understand
14:45the character of our target market,
14:46that we are aiming for.
14:48Coincidentally,
14:50because I used to live in Jakarta,
14:52and in Bali,
14:54I also remember the area,
14:56so the two areas
14:58that we are still in contact with.
15:01This ASEANA Group
15:03has been around since 2002, right?
15:05Since 2005.
15:07Since 2005,
15:09until today,
15:11there are so many awards
15:13and achievements
15:14from ASEANA Group and you.
15:16In terms of market target,
15:19is there any significant changes
15:21when processing
15:23in early 2005 until today,
15:25in 2024?
15:27If it's the market target itself,
15:29most people
15:31definitely need
15:33the board,
15:35but maybe the character,
15:37lifestyle,
15:39buying power,
15:41that of course changes from time to time.
15:43The availability of land
15:45is also very influential,
15:47so when I started,
15:49the trend was still townhouse,
15:51because the land is still relatively a lot,
15:53it can still be bought,
15:55but the room needs
15:57have started to decrease.
15:59So that's why a lot of lenders
16:01townhouse with smaller room needs,
16:03but more compact and so on.
16:05Then as time goes by,
16:07the land is also getting smaller
16:09and more expensive,
16:10so the market is building vertical,
16:12so there are a lot of apartments.
16:15Then coming out of the pandemic,
16:17it's different again,
16:19because there are a lot of distractors,
16:21mobile lifestyle,
16:23water becomes an option,
16:25the office also remains a townhouse again,
16:27people's habits at home,
16:29people's habits at work,
16:31meeting with relatives also changes,
16:33which also makes us
16:35the product is also adjusted
16:37with lifestyle,
16:39following the times and then
16:41surviving and growing to the maximum
16:43until today.
16:45Yes, with the fall of the building,
16:47there must be a lot of distractions,
16:49but all in all,
16:51we are still experiencing growth.
16:53One of the awards
16:55presented by Asiana Group
16:57is the Best Boutique Developer
16:59in 2016.
17:01Can you tell us
17:03what is the concept of Boutique Developer?
17:05Boutique Developer,
17:06Boutique Developer itself
17:08is actually
17:10maybe a development
17:12that is very design-oriented,
17:14so in terms of design,
17:16we are more exploratory,
17:18so in terms of construction,
17:20in terms of design,
17:22the appearance is also
17:24cool,
17:26but in terms of the layout,
17:28it also has to
17:30go straight with it,
17:32then the facilities
17:33that it has
17:35also really follow
17:37the lifestyle,
17:39for example, there is a spa room,
17:41there is a communal,
17:43a lot of communal space here and there,
17:45then also from the gym side,
17:47the gym is also state-of-the-art,
17:49not a more ordinary gym,
17:51so the equipment is also adjusted
17:53with the current sports trend.
17:55So it's more individualized,
17:57more customized,
17:59Boutique Developer is as I understand it.
18:01More personalized.
18:03If there is one type of unit,
18:05the number is more,
18:07it's not like that,
18:09it's a little less than the number
18:11because each unit has its own advantages.
18:14There are things that I am very interested in exploring
18:17related to the challenges
18:19and marketing strategies
18:21from Asiana Group,
18:23but we will discuss more
18:25in the next episode,
18:27stay with us at Women's Talk.
18:33As a leader in the field of property,
18:36for years,
18:38up to this year,
18:40actually,
18:42in terms of leadership,
18:44is there a challenge
18:46to be a leader in the world of property?
18:48Okay, about the challenges,
18:50maybe it's more natural
18:52when I just started,
18:54because at that time,
18:56in the early 2000s,
18:58in 2005,
19:00of course,
19:01there weren't many people
19:03in the real estate or property world.
19:05Not as many now,
19:07but it was rarer back then.
19:09So maybe there is a doubt
19:11from people or customer candidates,
19:13or contractor candidates,
19:15whether we can
19:17carry out the project well,
19:19how to build it,
19:21for example,
19:23those are things that I often hear at the beginning.
19:25The challenge may be
19:27that nothing can be done,
19:29we just have to prove it
19:31in a good way,
19:33the challenge may be lost.
19:35If now it's more of a challenge
19:37how to produce
19:40a product
19:42that fits the lifestyle
19:44of the younger market,
19:46where now, of course,
19:48millennials and Gen Z,
19:50where their lifestyle
19:52changes quite quickly,
19:55the trend also changes quickly,
19:58the taste also changes quickly,
20:01especially with the rise of digital media,
20:04social media, and all kinds of things.
20:06So that's what we have to
20:08never miss.
20:10So as a leader in ASEAN,
20:13I also have to be open,
20:15in terms of thinking,
20:17I also have to understand
20:19that I come from a different generation,
20:21so I have to be able to accept
20:23and precisely ask for input
20:25from my staff
20:26who are Gen Z,
20:28for example,
20:30because they know more.
20:32To involve many generations.
20:34Yes, yes.
20:36But can you explain a little
20:38what is the difference
20:40in taste or lifestyle
20:42that you mentioned
20:44between the Gen Z generation
20:46and the Baby Boomers?
20:48What is the difference?
20:50There are many.
20:52The simplest is probably
20:54the layout of the union.
20:56The absolute space
20:58must have several rooms,
21:00so that the square meter
21:02cannot be smaller than that.
21:04Now, the Gen Z generation
21:06is a very practical generation,
21:08which is so good.
21:10Then the need for communal space,
21:12which in my time,
21:14there was no need
21:16for communal space here and there,
21:18because we are more private.
21:20We only receive guests at our house.
21:22Now there is no need,
21:24they can hang out anywhere.
21:26In my apartment,
21:28they can hang out here and there.
21:30For example,
21:32there is a comfortable communal space
21:34for them to meet,
21:36or just hang out with their friends.
21:38I think it's quite significant.
21:40So, if we as developers
21:42are not smart enough,
21:44we are left behind.
21:46So, for the Gen Z who are looking for a house,
21:48it's not interesting,
21:50I don't need this big,
21:52I don't need this,
21:54so we can't produce a product
21:56for them.
21:58So, nowadays,
22:00not only being a developer
22:02from any business,
22:04I think we should be open-minded
22:06to this new trend.
22:08I believe that
22:10besides being a great leader,
22:12you are also a great mother
22:14from your children.
22:16I hope so.
22:18As a mother
22:20and as a career woman,
22:22how do you adjust
22:24work-life balance
22:26to be quite influential,
22:28with great power
22:30and outstanding branding?
22:32Is there any difference?
22:34There is no difference.
22:36I believe that all mothers,
22:38all parents
22:40have the same desire,
22:42to educate their children
22:44in their own way.
22:46But because I happen to be
22:48in another world,
22:50the working world,
22:52so I have been applying
22:54the cliché,
22:56to be the key
22:58and to communicate.
23:00Nowadays,
23:02it's easier to communicate
23:04through WhatsApp groups,
23:06FaceTime, etc.
23:08So, it's about quality.
23:10When we can't spend 24 hours
23:12with them,
23:14or a long time in a day,
23:16when we spend time with them,
23:18for example,
23:20at home,
23:22we put our mind, body, and soul
23:24for them.
23:26Maybe I'm involved
23:28in their life,
23:30for example,
23:32I'm involved in their school,
23:34I'm involved in their bank account,
23:36I'm involved in their fundraising,
23:38I'm involved in their sponsorship,
23:40I'm also familiar with their teachers.
23:42That's it.
23:44Communication is actually
23:46made easier for me
23:48with the development of the times,
23:50everything can be done through email,
23:52through WhatsApp,
23:54so we don't have to meet physically.
23:56Amazing.
23:58One of the latest awards
24:00that I heard of,
24:02you won the R.A. Kartini Awards 2024,
24:04for your contribution
24:06as a woman
24:08in the real estate world.
24:10Can you tell us a little bit about it?
24:12The award,
24:14thank you to R.A. Kartini,
24:16and especially to the judges
24:18who have chosen me.
24:20I'm very honored,
24:22and I hope this award
24:24can give
24:26maybe from my past experience,
24:28can give the spirit
24:30for women
24:32that whatever the world is chosen,
24:35as long as you do it seriously,
24:37it will definitely succeed.
24:39Some are short, some are long,
24:41but eventually, if you do it seriously,
24:43you give it your all,
24:45it will definitely succeed.
24:47Maybe there is a tip
24:49or a quote from you,
24:51a message to women
24:53who are now adults,
24:54but often still hesitate
24:56in taking a step,
24:58whether it's business property
25:00or taking the best steps
25:02for the future.
25:04Whatever is chosen,
25:06it must be
25:08serious
25:10and give all of us.
25:12So you have to give it your all
25:14and always be positive.
25:16Don't give room for negativity.
25:18So,
25:20if we are positive,
25:22it will definitely give hope.
25:24Even if we are going through
25:26problems,
25:28no matter how heavy the storm is,
25:30if we are sure that
25:32we have reached our goal,
25:34it will give hope,
25:36it's like gasoline,
25:38so it will definitely motivate us.
25:40You have to be positive,
25:42don't be pessimistic,
25:44don't be negative.
25:46Always spread positive energy
25:48and always believe in your ability.
25:50You can do it.
25:51You can do it.
25:53Thank you so much,
25:55Mrs. Lumongga Homasan,
25:57for the conversation in Women's Talk.
25:59We hope this conversation
26:01can be an interesting inspiration
26:03for the viewers of Women's Talk.
26:05And don't forget to watch Women's Talk
26:07only on IDX channel.
26:09Bye.
26:21www.idx.org
26:51IDX