The supply and strategy equation heats up
By Joseph Wong
As Malaysia enters 2026, the property sector finds itself at a critical juncture. While optimism remains high and residential demand stays resilient, the market is navigating a complex landscape defined by a supply and strategy equation. Slated for a year-long cycle of activity, from Chinese New Year deals in January to high-stakes year-end sales in December, the forecast for 2026 suggests that a multitude of property launches will be inextricably tied to aggressive, high-value campaigns.
The perception among industry veterans is that 2026 will be one of the most competitive years on record. While demand is steady, the persistence of completed but unsold units in specific segments means that growth must be measured and strategic. In this environment, campaigns have evolved from mere marketing add-ons into a strategic necessity. For developers, they are the primary tools used to absorb supply, manage liquidity and create a sense of buying urgency in a discerning market.
To understand the 2026 outlook, one must analyse the four generalised types of campaigns that will dictate the market’s velocity:
Festive foundations and early momentum (January–March)
The year begins with a sprint centred on the Chinese New Year. Developers are expected to deploy Ang Pow rebates, bulk purchase deals and stamp duty waivers to accelerate initial sales. The objective is clear. Setting a positive sales trajectory for the financial year to satisfy stakeholders and secure early-year cash flow.
Mid-year drive: Sustaining momentum (April–August)
Covering Hari Raya and the school holidays, this phase focuses on conversion. Incentives shift toward lifestyle enablement, featuring furnishing packages, interior design vouchers and projected high rental returns aimed at the investor segment to prevent a mid-year slump.
National sentiment and inventory clearing (September–October)
Leveraging Independence Day and Malaysia Day, these campaigns channel national pride into purchasing power. Strategies often include enhanced referral programs and deferred payment plans tailored to move existing inventory before the final quarterly push.
The year-end and festive countdown (November–December)
As annual targets loom, the final two months of the year usually see the deepest discounts. High-value lucky draws featuring luxury vehicles, subsidised interest rates and all-inclusive moving-in packages are deployed to clear the books and generate liquidity for the 2027 pipeline.
The property campaigns' outlook aligns with the prevailing market consensus that 2026 will be a year of intense competition. While the property sector remains resilient, bolstered by steady residential demand, the persistence of completed but unsold inventory in specific segments necessitates a more measured and strategic approach to growth. In this high-stakes environment, the difference between a successful launch and a stagnant project often lies in the execution of a high-impact real estate campaign.
In the modern marketplace, campaigns have evolved from optional add-ons into an essential expectation for discerning buyers. Beyond meeting consumer demand for value, these initiatives serve as a vital strategic lever for developers to accelerate the absorption of supply, optimise liquidity management and cultivate a genuine sense of urgency among both owner-occupiers and investors throughout the calendar year. As such, property developers, ranging from the big boys to the niche players, are already keyed in for this year’s challenges.
Voices from the frontline
IJM Land is set to be one of the most active players in the market, targeting more than 20 new launches comprising approximately 2,883 units. With a combined Gross Development Value (GDV) of RM3bil, the pipeline is a balanced mix of landed homes, high-rises and commercial offerings across key townships like IJM Rimbayu, Seremban 2, Alam Suria and Pantai Sentral Park in Greater Kuala Lumpur, Austin Duta and Nasa City in Johor, IJM Rimbayu Indah Sandakan in Sabah as well as ongoing developments at The Light Waterfront Penang.
The company has launched its XPLOSIVE Sales Campaign, running until March 31, 2026 and spans over 30 projects nationwide. This campaign offers a 95% + 5% financing option, free MOT and an unprecedented Free Stay for up to four years.
“We remain mindful of prevailing market sentiments and affordability challenges and believe that initiatives such as XPLOSIVE will help more customers fulfil their aspirations of owning a home,” said the company.
While Mah Sing Group Bhd has not indicated how many units it will be developing this year, it indicated that it will be rolling out launches across its key growth areas in the Greater Klang Valley, Johor and Penang, covering residential, industrial and selected mixed-use developments.
These projects are designed to serve a broad spectrum of buyers, from first-time homebuyers and upgraders to industrial and business users seeking strategically located facilities. Each launch is evaluated based on micro-market conditions, infrastructure readiness, affordability considerations and long-term sustainability, according to the company.
“For Q1 2026, we will continue with our Grab Your ____ campaign, building on the positive response and strong buyer engagement we have seen. The campaign has been highly effective in engaging homebuyers and in reinforcing value and affordability, particularly among owner-occupiers. Beyond the initial quarter, our campaigns will remain targeted, flexible and buyer-centric, adapting to different project profiles and buyer segments. We will continue to offer practical home ownership support through carefully thought-through marketing campaigns,” it said.
For Tropicana Corporation Bhd, the property developer is entering 2026 with 10 ongoing and new developments valued at RM6.5bil in GDV.
"Our strategic campaigns, featuring Tropicana's signature developments at key property hotspots across Malaysia, will make homeownership more accessible while sustaining strong market interest,” the company informed StarProperty.
For Paramount Property, 2026 is about geographic depth. With over 1,700 units planned across Kedah, Penang and the central region, the developer is currently focusing on two main campaigns.
“The majority of Paramount Property launches will be concentrated within our existing developments across the central and northern regions. In Kedah and Penang, indicatively we plan to launch a total of over 700 units within ongoing projects in Bukit Banyan and Paramount Embun Hills while the central region will contribute over 1,000 units across The Atera, Kemuning Utama and Greenwoods projects. In addition, two new projects are slated for launch in the second half of 2026 - one in Kuala Lumpur and one in Kedah,” said the company.
Building on the success of 2025, Paramount Property is extending several high-response initiatives into 2026. This includes the Traverse with Paramount partnership with Cathay Pacific, which offers Asia Miles to eligible buyers and the Move-in Ready campaign, featuring fully furnished smart homes at The Atera in Petaling Jaya and Uptown Residences 2 in Klang. Additionally, the Maybank MyDeco Financing scheme remains available until March 2026, providing homeowners with essential financial assistance for interior fit-outs.
In the case of Bon Estates, the developer marked a significant 2026 milestone with the vacant possession of Bon Kiara in Q3 and the launch of Yanu Hills, a luxury enclave of 10 bungalows in Ampang.
“2026 is a meaningful year for Bon Estates as we celebrate our 10th anniversary in the Klang Valley. In conjunction with this milestone, we will be rolling out a series of commemorative brand and community-focused campaigns that reflect our journey, values and future aspirations. These campaigns will centre around celebrating our legacy, engaging our homeowner community and showcasing the design philosophy behind our projects while also introducing what lies ahead for Bon Estates in the next decade,” the company stated.
In Puchong, Ayer Holdings Bhd will execute two strategic launches, namely a residential phase featuring 218 homes and a commercial phase of 66 shop units as part of its Ayer Bukit Puchong masterplan. These market-responsive offerings are designed to reinforce Ayer’s commitment to quality while driving long-term value and sustainable growth across its development portfolio.
“Ayer’s 2026 campaign strategy will focus on building momentum and preparing the market for our major 120th Anniversary milestone in 2027. In the interim, we will maintain consistent engagement through four key festive-led touchpoints—Chinese New Year, Hari Raya, Merdeka and Christmas—anchored under Ayer’s 119th Anniversary theme.
“These initiatives will not only support the two upcoming property launches but also allow us to test creative concepts, refine brand storytelling and strengthen buyer engagement frameworks in preparation for 2027. Throughout 2026, our efforts will be strategically aligned to ensure a seamless transition from campaign planning to a landmark celebration, reinforcing Ayer’s long-term positioning as a credible, innovative and community-focused township developer,” the property developer said.
The business case for incentives
For a developer, a campaign is more than a sale as it is a vital component of the corporate balance sheet. As the industry looks toward the horizon, it is clear that campaigns are the indispensable engine of the 2026 property sector. In a market where supply is ample and buyers are selective, the developers who can craft the most compelling, value-led narratives will be the ones who dominate the sales charts.
The success of these promotional strategies will have a ripple effect into 2027. Effective clearing of current inventory through 2026 campaigns will stabilise property prices and give developers the confidence to proceed with the next generation of launches. For the Malaysian property market, 2026 will be remembered as the year where marketing agility became just as important as architectural excellence. In the high-stakes game of real estate, the strategy has truly heated up.
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