Indonesian Property Market Becoming Increasingly Selective
The Indonesian property market is becoming increasingly selective this year. From the perspective of Linktown Co-Founder Abel Andy Kurniajaya, several key factors are influencing market movement, ranging from government policies, purchasing power, and location to market segmentation and pricing strategies.
Various government incentives are considered to continue providing support to the market, particularly for landed housing. “However, industry players still require policy certainty and accelerated implementation so that consumers do not delay purchasing decisions for too long,” he said.
On the other hand, public purchasing power remains one of the primary challenges. Consumers are now more selective and require more time to make decisions, especially when considering mortgage instalment amounts and mortgage (KPR) interest rates.
“Location remains a crucial factor. Areas with access to transportation, educational facilities, commercial centres, and potential urban growth still show relatively strong demand,” Abel explained. In addition to location, market segmentation must also be a priority for developers.
According to him, the end-user market is currently more dominant than the investor market. Mid-range products catering to real housing needs tend to perform better than premium products, which are more dependent on investment demand.
Pricing strategy is also a vital factor, meaning it must be determined realistically and adjusted to market conditions. Facing these conditions, Linktown relies on a data-driven digital marketing strategy to increase marketing effectiveness and lead quality.
According to Winaldo, Co-Founder of Linktown, Meta Ads and Google Ads are optimised to reach potential consumers who truly have the intention to buy, making marketing costs more efficient and results more measurable.
Furthermore, Linktown integrates the entire process, from lead generation and customer relationship management (CRM) to follow-ups and digital conversion analysis.
This approach allows the sales team to work more quickly, responsively, and with a focus on high-quality prospects. “Starting this year, Linktown is also strengthening its secondary market line as a new strategy to expand our business scope,