DALE Carnegie used to say, "I know men in the ranks who will not stay in the ranks. Why? Because they have the ability to get things done." In any enterprise, it's not how many ideas you have but how many you make it happen; leaders seem able to identify ideas which are practical and aren't, and push beyond boundaries.

Trinity Group Sdn Bhd's founder and managing director Dato' Neoh Soo Keat, 42, has created an impelling vision that takes people to new levels and translated that vision into action.

Always thinking about better ways to do things and aspires to be one of Malaysia's top 10 developers, he has successfully built the company from scratch in 2004 and been delivering quality and high value projects in all the communities it builds and pricing them at levels the market can appreciate, introducing fresh lifestyle concepts and enhancing infrastructures to benefit its residents.

He believes Trinity Group's business can grow only by giving back what it has received from the communities in which it operates such as the Zest @ Kinrara 9 located along the Bukit Jalil Highway in Klang Valley.

When the mix-use development was completed three months ahead of schedule early this year, Minister of Housing and Local Government Datuk Seri Chor Chee Heung, who officiated the Zest Key Handover on Jan 9, commended Trinity Group for taking a leadership role in raising the industry bar for private developers and employing the six thrusts under the National Housing Policy as its guiding principles to achieving conducive and liveable environments and shared community infrastructure and foundation.

Fast gaining a reputation among the next-generation property players, Trinity Group under Neoh's nimble stewardship has managed to attract senior professionals from diverse experience and background in urban planning and development, construction and site management, marketing and brand management, professional accounting and property management.

They work together to create a strong work culture whereby every employee subscribes to team operating principles to achieve the company's objectives for long-term growth.

People are beginning to take notice of its projects and presence while talents of the country's top public listed developers are looking at it as a potential employer. That says a lot for Neoh's dynamism and Trinity Group's brand transformation.

The Universiti Teknologi Malaysia graduate in urban regional planning honed his entrepreneurial skills at age 13, starting a plastic bag business with RM9 capital, selling them at prices lower than those at super-markets and shops, his first attempt at offering quality products at "superb value for price", which remains a Trinity Group trademark.

Dato' Neoh Soo Keat's entrepreneurship journey continued with the setting up of Trinity Group in 2004. It chalked up RM50 million sales in its first year of operation when it completed eight months ahead of schedule its maiden project, The Heron Residency. Today, the 290-unit serviced apartment located in Bandar Bukit Puchong enjoys the highest rental rate compared to that of similar properties in Puchong and about 30% higher returns, giving the units good resale value.

Not born into wealth and privilege inspires him to achieve more: Following The Heron Residency, he embarked on 19 Residency in the same township. The 24 units of three-storey luxury semi-dees were completed in May 2010, 10 months ahead of schedule and achieved a 79% score in the Construction Industry Development Board's Quality Assessment System in Construction (Qlassic).

Threats and opportunities

His major breakthrough as an entrepreneur was his third project, the Zest @ Kinrara 9, launched in April 2009 when the local economy was sluggish. People were reluctant to buy due to uncertain market conditions, dampened partly by the 2008 global financial crisis, and some developers had not sold a single unit for almost a year.

But Neoh was optimistic "as the project has all the right ingredients for success" such as a good product at a very competitive price point, track record of delivering ahead of schedule, and use of marketing strategies that include traditional media, social media and SMSes to reach out to a wider audience.

To add value to the project, Trinity Group invested RM7 million in an access ramp to connect it to the Bukit Jalil Highway to ease the heavy traffic flow and reduce travel time. It also built an air-conditioned bus stop to serve its residents and the community.

With all that, the RM250 million mix-use development of 720 units of serviced apartments, 20 shop-offices and 24 retail lots were sold out within six months of launch.

However, Neoh's Z Residence @ Bukit Jalil condominium project was not smooth sailing. Despite obtaining approval for development and meeting regulatory requirements for safety and environmental sustainability, it faced anti-development protests from the neighbourhoods.

He initiated talks with them including his plans to minimise inconveniences. The project was finally rolled out in June 2011 with the first two blocks featuring 590 units snapped up on the first day. It is slated for completion by mid-2014.

His other projects are Latitude @ USJ 19 factory-warehouse units in Petaling Jaya and Zeva @ Equine South mixed development in Bandar Putra Permai, Seri Kembangan.

Human capital management

 As Trinity Group is a relatively new player and rising fast, Neoh says that as an employer, heavy investments are made to equip its staff with the knowledge and experience to grow the company.

These include its brand transformation initiative to raise the relevance of the Trinity brand among customers, communities and staff and exposing the leadership team to best practices in design and concepts around the world via attending international property conferences and expositions such as the World Expo in Shanghai, China, and field trips to metropolitan cities to learn about the latest global property market and design trends.

Innovation, bottom line, direction

Innovation is the driving force that differentiates Trinity Group products from those of its competitors, he notes, and its employees are always challenged to come out with fresh ideas for products, design, lifestyle, marketing and business process.

Among the innovative ideas implemented are the floating garden and sky lounges at Z Residences @ Bukit Jalil, Malaysia's first air-conditioned bus stop at Zest @ Kinrara 9 and the sky deck at Zeva @ Equine South.

Meanwhile, Trinity Group's sales have jumped from RM50 million in 2005 to RM500 million today, a 900% growth over the last eight years. For FY2011, it posted a 197.7% year-on-year increase in net profit to RM13.4 million while revenue soared 79.4% to RM118.7 million from RM66.2 million previously, driven mainly by strong demand for its projects in Klang Valley.

Going forward, Neoh says it plans to launch five new projects with a combined gross development value of RM1.86 billion in Kuala Lumpur, Selangor and Johor over the next three years. These will likely be mix-use developments with residential, commercial and boutique retail components to meet the rising demand for balanced work-live-play lifestyles.

It also intends to expand its property development business overseas, mainly in Asia.

PROPERTY development is a dynamic and intensely competitive industry and Trinity Group Sdn Bhd, which has a strong foothold in the Klang Valley, stays ahead of the game by delivering quality and high value projects. To deliver real value to its customers, it strives for excellence through the highest standards it expects from its consultants, contractors and suppliers.

In addressing competition, it recognises that excellent companies take an outside-inside view of their business and that the marketing environment is constantly spinning out new opportunities and threats.

To do well in the industry, it continuously monitors the ever changing environment and adapt accordingly by aligning its people, structure and processes to keep up with the changes in the marketplace.

Its formula of success: It is very much aware that buyers in general have evolved in the last few years. Today, they are better educated, well read, well travelled, better exposed and thus are more discerning in their choice of products and services.

So it believes that to build a strong brand name in the industry, it must be able to continuously deliver on its promises because pricing and location may not be the only key considerations when people make buying decisions. Other factors such as strength of a developer's brand and its track record are becoming important purchase considerations.

Since its inception in 2004, Trinity Group has been delivering projects ahead of schedule without compromising on the quality. Examples include The Heron Residency condominium (eight months ahead of schedule), 19 Residency semi-dees (10 months) and The Zest @ Kinrara 9 mix-use development (three months), all located in Puchong, Selangor.

Another instance of Trinity Group's commitment to delivering on its promises is the RM7 million access ramp it built for The Zest @ Kinrara 9: It was completed and opened for public use just before the serviced apartment component was due to be handed over to buyers.

Last but not least, its innovative thinking is clearly seen in many ways, from the quality of its products and services to its consistently progressive attitude including its people talents who keep abreast by creating fresh products or innovating unmatched ones while others play catch-up.

Such new thinking should ultimately put Trinity Group on top of the league in planning, designing and building projects that are functional, contemporary and alluring.

One of the most common challenges we face is to be able to plan, design and develop product concepts that will appeal to our target audience," says Dato' Neoh Soo Keat, founder and managing director of boutique developer Trinity Group Sdn Bhd.

"For us to achieve a strong market position, we need to be aware of the marketing opportunities and emerging trends in the industry in order to design and develop products that are practical, up-to-date and desirable.

"We have a specialised team that conducts and analyse market research to uncover new and unmet needs and emerging trends. We recognise that as Malaysians become more affluent, their housing requirements will evolve to become more sophisticated."

He notes Trinity Group makes sure that its new product offerings not only provide basic accommodation but also lifestyle experiences with facilities for self-indulgence as well as for family and community bonding.

"This approach is evident in all our product offerings from condominium projects (Z Residence @ Bukit Jalil) to our latest mix-use development (Zeva @ Equine South)."

Enriching communities

The Z Residence @ Bukit Jalil, launched in mid-2011 and planned for completion by mid-2014, is Trinity Group's most ambitious undertaking to date. With a gross development value of RM520 million and offering "premier living experience at down-to-earth pricing", it is located at Bukit Jalil, a popular place with working professionals due to its proximity to Kuala Lumpur and emerging city centres.

The 1,136 units come in built-ups between 1,032sq ft and 1,407sq ft priced from RM347,888. Some 90% of the units in the first two blocks were snapped up within 72 hours.

All elements of its design are crafted to enhance the lives of its residents and the greater community it serves, says Neoh, citing the floating garden, infinity pool, sky lounges with stunning views, and lush greenery that covers 50% of the development.

It is also eco-friendly with an efficient waste disposal system and double-glazed windows to reflect heat and insulate the units from sound, as well as safe with state-of-the-art three-tier security system.

Breaking new ground

Trinity Group's latest undertaking is the RM260 million Zeva @ Equine South located in Bandar Putra Permai, Seri Kembangan. Comprising 766 units of serviced apartments to be housed in three blocks as well as 12 units of shops and retail spaces, it is poised to enliven the neighbourhood.

"We hope to set a new benchmark for ourselves in introducing a unique lifestyle concept to the fast growing Seri Kembangan area," says Neoh.

Facilities for residents at the development include a 50m Olympic length swimming pool, three-tier sky terrace, sauna, floating gym and sky club with a garden café and WiFi hotspot.

Recently opened for sale, Neoh says 30% of the buyers are repeat customers, "a testament of its customers' confidence in the Trinity Group brand".

Meanwhile, The Zest @ Kinrara 9 mix-use development is Trinity Group's "most notable campaign" as it was unveiled during the 2009 economic slowdown, yet was sold out within six months of launch attributed to good products pegged at very competitive price points and effective marketing, Neoh notes.

 The serviced apartment units with built-ups of 1,100sq ft to 1,419sq ft, for instance, were priced at RM270,000 for a 1,205sq ft unit. The sub-sale price of the same unit in 2011 was RM510,000, 89% higher than the developer price.

Unconventional industrial units

Trinity Group branched out into industrial development in 2010 with its first low-density, gated-and-guarded project called Latitude @ USJ 19 comprising 15 factory-warehouse units located in Petaling Jaya and targeted at end-product manufacturers and high-tech businesses.

The Latitude design is a breakaway from conventional industrial building designs as the units feature floor-to-ceiling windows that allow in natural light, trailer-accessible entrance, additional land for business expansion or storage and two upper levels that can be used for operations, office space or storage area.

产业发展商Trinity集团继大马森林研究院（FRIM）后，成功在“2012年欧洲商务大会”颁奖礼（EBA）中获颁“产业发展最佳企业奖”， 而集团创办人兼董事经理拿督梁斯杰则凭着出色的领导表现、管理能力及展望，获颁“年度最佳经理奖”。

EBA是一所独立机构，透过交换最新资讯与实践，促进经济转型，鼓励建立经济、教育、文化与科学整合关系，并为国际商界精英给予最大的支援。从2000年至今，共有超过6千名来自56个国家的高表现经理已参与此盛会，多年来获奖的人物包括国家总理、首相、企业家及企业等。

Trinity集团所完成的发展项目包括蒲种武吉镇和乐轩 (Heron) 、19 Residency、金銮镇The Zest及首邦市Latitude @USJ 19，并斥资700万令吉，在武吉加里尔人道毗邻金銮镇处，增建一条进口大道，为The Zest及邻近的住定区提供交通便利。

梁斯杰承诺将持续为顾客提供高素质、高创意及负担得起的产业，并投入更多资源为社区提供更多便利。

DEVELOPER Trinity Group Sdn Bhd recently celebrated a double win at the prestigious Europe Business Assembly (EBA) Awards 2012.

Trinity Group and fellow Malaysian LohGuanLye Specialist Centre received international recognition from the EBA this year after The Forest Research Institute Malaysia secured a win last year.

Trinity Group was awarded ‘Best Enterprise’ under the property development category for their business model; demonstrating a clear and sustained capacity for creativity and innovation in the development and delivery of quality property projects.

While founder and managing director Datuk Neoh Soo Keat bagged the “Best Manager of the Year” for his leadership abilities, the inspirational stewardship of his company, and his vision to push beyond set boundaries.

Elected by the EBA, companies are assessed yearly, based on surveys in the media in collaboration with Oxford Brooks University in the UK.

Companies and individuals who demonstrate the most outstanding achievement in commercial activity for that year, receive the award.

The EBA is an independent corporation, facilitating facilitates economic transformation via exchange of up-to-date experience and practices.

It encourages the establishment of economic, educational, cultural and scientific ties and supports the international business elite.

Past EBA awards have been presented to renowned companies, prominent businessmen, prime ministers and presidents.

Since 2000, more than 6,000 top managers from 56 countries have participated.

Trinity Group has helped to put Malaysia on the map by receiving international accreditation for their reliability, consistency, achievement and professionalism in property development.

Neoh was awarded for his efforts in initiating innovation in traditional work practices which has led to the transformation of the company’s brand; propelling its performance and raising its ranks globally.

“Such recognition motivates us to continue striving for excellence through the highest standards, and assuring customer satisfaction. Our customers are the central to what we do; delivering the best possible product in a timely and cost-effective manner without compromising on quality. We also recognise the need be more resourceful and creative, especially in the competitive property industry,” said Neoh.

Trinity Group built its reputation on delivering successful projects such as the Heron Residency, 19 Residency, The Zest and Latitude@USJ19.

The Z Residence, which seeks to exemplify the perfect combination of lifestyle, luxury and design, is the developer’s latest and most ambitious venture to date.

Malaysia’s very own Trinity Group Sdn Bhd was among a group of Asia’s finest developers, architects, interior designers and real estate agents who were feted at the latest installment of the Asia Pacific Property Awards. The group received the Highly Commended, Industrial Development, Malaysia award for its Latitude@USJ19 development. Held recently at the Shangri-la Hotel in Kuala Lumpur, it was the biggest event yet in the award program’s 19-year history, with more than 429 awards bestowed upon 260 companies from 23 countries in the region.

Speaking on the award, Dato’ Neoh Soo Keat, Managing Director of Trinity Group Sdn Bhd said, “We are indeed proud to receive this award for our Latitude@USJ19 development. While the focus of our business is not to receive awards, we strive to deliver value and quality to people and markets from all walks of life through our developments. Nevertheless, winning this accolade is indeed an honour for us as we were competing against other highly reputable developers, not only in Malaysia, but in the region. This award will indeed spur us further to endeavor to deliver nothing but the best, not only for our growth, but also that of the nation’s economy.”

The International Property Awards received entries from 23 companies in the Asia Pacific region. Lord Bates from the House of Lords in British Parliament presented the winning companies with special plaques during the awards presentations.

Stuart Shield, President of the International Property Awards said, “The record level of participation that we’ve seen from Asia this year has elevated the caliber of this competition. With the bar set so high, the other regions have their work cut out for them if they hope to outshine Asia in the International Property Awards Final event.”

Building upon the success of business events first added to the 2011 award ceremonies, the International Property Awards also hosted a property exhibition and networking events on May 9th and 10th at the same venue.  Presidents, CEOs, managing directors, chairmen and other decision makers attended a number of professional networking events, including seminars, discussion tables and an exhibition. The 2013 Asia Pacific Property & Hospitality Show was open to all industry related companies and suppliers in addition to award participants. For the first time ever, the exhibition area was opened to all property enthusiasts, buyers and investors.