Tradeflock Asia

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Redefining the Future of Destination Marketing

Rudy Tan

Head of Sales and Marketing

Bay of Lights Entertainment

For over three decades, Rajitha Jayasuriya has been a trailblazer in the real estate industry, navigating its complexities with grace and determination. As the Chief Growth Officer for the Property Sector at Fairway Holdings, she leverages her extensive industry knowledge and marketing expertise to drive exceptional results. Her journey began in 1997 with Ceylinco Consolidated Group, where she quickly established herself as a branding and sales expert, leading major luxury villa and apartment developments in Sri Lanka. Rajitha’s marketing leadership has been pivotal to her success, executing global roadshows and campaigns that resulted in the sale of over 800 high-end properties. Her unique ability to blend local market insights with international strategies has made her a key figure in the industry. Her achievements have garnered numerous accolades, including the Global Leadership Awards and recognition as Sri Lanka’s Brand Leader. Rajitha started her career in branding and marketing at LDB Lintas before managing an interior and furniture factory, refining her skills in high-end interiors supplied to renowned Colombo stores. She combined this expertise with real estate knowledge, crafting unique, tailored experiences for homeowners. In her current role, she focuses on innovation, customer satisfaction and sustainable development, exemplified by her work on Access Engineering PLC’s ‘Capital Heights’ project, which sold out before completion during the challenging years of 2020 and 2022. Rajitha’s strength lies in her ability to anticipate market trends and adapt swiftly to evolving customer demands. Balancing a high-profile career with family life, her story embodies resilience, visionary leadership, and an unwavering pursuit of growth in an ever-changing industry. In an interview with TradeFlock, she shares insights about her journey, work, and ethics.

"By leveraging both digital and print strategies and fostering strong relationships with local media, I ensure our marketing resonates with diverse audiences and effectively drives growth"

What challenges have you faced in the real estate market, and how would you drive growth at Fairway Holdings?

Navigating the real estate market in Sri Lanka has presented significant challenges, particularly during the civil war and the devastating 2007 terror attack, which led to a market collapse. After spending a decade in real estate, I transitioned to the BPO sector for eight years until the market began to recover. Yet, my passion for real estate remained steadfast; I believe in selling not just properties but homes that embody a lifestyle. When I returned to the industry, I drew on invaluable lessons from my early mentors at Sri Lanka’s leading firms, honing my resilience and adaptability. During recent economic crises and the COVID-19 pandemic, I experienced a surprising surge in demand while working on a project of 242 apartments, where families sought secure, comfortable living spaces. I, together with my dedicated sales team, successfully sold all units even before completion, demonstrating our dedication to quality and client satisfaction. Now, at Fairway Holdings, which has built and handed over over 1000 high-quality apartments, I’m eager to drive continued growth and success, aligning with our shared commitment to excellence.

What’s the biggest misconception about real estate marketing, and how do you address it?

A significant misconception in real estate marketing is the belief that everything should be done digitally. While digital platforms are crucial for reaching millennials, they are not the sole medium. Our primary market often consists of senior citizens who value the trust that comes from seeing a physical model or experiencing a brand in person. I strongly believe visibility is credibility, and credibility is profitability overall! In Sri Lanka, the reputation of developers is critical due to past instances of abandoned projects. At Fairway Holdings, we emphasise our long-standing commitment to quality and our successful track record of delivering thousands of high-quality apartments, reinforcing trust in our brand.

 

What personal strengths have driven your success as a leader?

My success as a marketing and growth leader is deeply rooted in my faith, values and business ethics governed by Christian principles, which provides me with inner strength, especially during challenging times like the COVID-19 pandemic. Growing up in a Christian home instilled in me the values of perseverance and trust in God. Additionally, my ability to build strong relationships has been crucial; real estate is a people-driven business, and many of my clients come from referrals due to the personalised attention I offer. Support from my family, particularly balancing my husband’s military career and motherhood, has also fostered discipline and resilience, shaping my career success. In a home, life begins and love never ends!

How do you balance global marketing strategies with local cultures in Asia?

Balancing global marketing strategies with local cultural nuances is critical in real estate. Throughout my career, I have navigated this landscape by blending digital and traditional marketing approaches. At Fairway Holdings, approximately 75% of our marketing utilises platforms like Instagram, Facebook, and our website, alongside collaboration with networking firms in Australia, New Zealand, Dubai and India. My past experiences have also shaped this approach. Participating in roadshows in the U.S. and London helped me engage with Sri Lankans in the diaspora, connecting them to the “home away from home” concept. I also recognise that traditional media plays a vital role, particularly for senior citizens who prefer print materials. By leveraging both digital and print strategies and fostering strong relationships with local media, I ensure our marketing resonates with diverse audiences and effectively drives growth.

How will you leverage Fairway Holdings' wealth creation model to stand out in Sri Lanka's real estate market?

Fairway Holdings stands out in Sri Lanka’s competitive real estate market by focusing on wealth creation for stakeholders. With six completed apartment projects in Colombo’s suburbs and a 250-unit beachfront development, the company emphasises quality homes and long-term value. Buyers from 20 years ago have profited in the secondary market, reflecting Fairway’s commitment to high construction standards and a customercentric approach that sets a new quality benchmark above the industry average.