Do themes boost property values?

Property developers are adopting social media’s ultimate playbook: stand out or be scrolled past. From Balinese resorts to Japanese gardens, themed properties are built for maximum visual impact.

Their true appeal, however, may only become clear years after the sales gallery closes.

A recent social media reel advertising a three-bedroom condominium in Shah Alam may sound like an ordinary property listing. However, described as a Balinese-inspired condominium property, it became far more attractive.

Its resort-inspired surroundings formed part of the selling proposition, with greenery, water features and a tropical atmosphere offering viewers something more evocative than its location, floor area and number of bedrooms.

Designing a colourful property industry

Developers are always looking for ways to distinguish their projects from other properties competing for buyers’ attention.

Some turn to Japanese minimalism, European architecture or heritage-inspired streetscapes. Others promise more relaxed settings like tropical resort living, wellness-focused communities or homes surrounded by greenery.

A strong theme is what gives a development an identity. It can shape its name, landscaping, facade, facilities, sales gallery and marketing campaign. More importantly, in the age of social media, it gives buyers an immediate reason to stop scrolling.

The more important question is what happens after buyers sign and begin living in the development. Does the theme continue to support the property’s appeal or does it gradually become an expensive feature for residents to maintain?

Difficult to measure

Establishing whether themed properties sell better is not as straightforward as comparing their launch take-up rates.

Malaysia’s official property market statistics generally classify homes according to location, property type, price, tenure and transaction status. They do not identify whether a condominium is Balinese-inspired, Japanese-themed or designed to resemble a European village.

Even when a themed project records strong sales, it may be difficult to determine how much of that demand came from its design. Buyers may have been drawn in by the location, price, unit size, developer reputation, furnishing package or incentives offered during the launch.

A tropical resort style might attract interest but it does not guarantee buyers are willing to pay a premium for it.

The same challenge applies in the secondary market.

An owner may highlight the development’s theme when advertising a unit but prospective purchasers will still examine its condition, monthly maintenance charges, accessibility and recent transaction prices. At that point, the theme is just a marketing wrapper.

Looking beyond the aesthetics

Different concepts are often communicated through architecture, colour schemes, landscaping and decorative elements.

There is no national measurement determining how thoroughly these identities must be incorporated into a development.

A property can be marketed as Japanese-inspired because it features timber tones, stone gardens and minimalist interiors.

A heritage-themed project may use arches, decorative tiles or colonial-style facades despite having no connection to a recognised heritage building.

Fortunately, eco-conscious developments are more measurable because their claims can extend into energy performance, water efficiency, indoor environmental quality and building operations.

A 2025 study published in the Planning Malaysia journal surveyed 600 potential homebuyers across Johor Baru, the Klang Valley and Penang. It found that 75.8% were willing to pay more for affordable green housing features, although the acceptable premium remained limited.

Most respondents preferred an additional cost of no more than 5% while roughly another quarter were prepared to accept an increase of between 6% and 10%.

The features they selected were also revealing.

Water-saving appliances and fittings ranked highest at 62.5%, followed by designs promoting lower noise levels and better indoor air quality at 61.7%. Rainwater harvesting systems attracted 61%. By comparison, 56.7% chose extensive landscaping while 54.5% preferred having plants and greenery incorporated into the facades and rooftops of high-rise buildings.

The findings suggest that buyers may be more willing to pay for a theme when they can experience its benefits in their daily lives. Lower water and electricity consumption, quieter interiors and better ventilation may offer more lasting value than greenery added mainly for visual effect.

Going beyond greenery

This distinction is important because a development does not necessarily become sustainable simply by having a landscaped entrance, rooftop garden or large central park.

Malaysia’s Green Building Index assesses developments across energy efficiency, indoor environmental quality, sustainable site planning and management, materials and resources, water efficiency and innovation.

In other words, creating the green identity is only the first step. Preserving it requires the building to continue performing as intended after residents move in.

A separate 2023 Planning Malaysia study involving 171 owners and residents of certified green developments found that environmental concerns were their strongest motivation for purchasing green residential property. These were followed by social benefits, lower costs and expected financial returns.

Respondents believed green homes could experience stronger future demand and market value. However, they were less convinced that certification could guarantee higher rental returns.

So, can it be said that a theme may therefore strengthen a property’s identity without overriding the usual factors that determine its investment performance?

Who maintains the theme?

The long-term test applies equally to resort-themed developments. Taking the Balinese-inspired property as an example, the project may depend on mature greenery and stonework to sustain its atmosphere. These features need regular maintenance.

Over time, however, responsibility shifts from the developer to the joint management body and later the management corporation.

Another factor can be renovations that dilute a property’s identity. Owners may alter visible areas of their units. These decisions may be practical at the household level but can collectively change the appearance of the development.

This is why a strong sinking fund, realistic maintenance charges and clear design controls matter. The more elaborate the theme, the more planning may be needed to prevent it from deteriorating.

Ultimately, themed properties do not sell on appearance alone. Their long-term appeal depends on whether the concept improves the living environment, whether residents can afford to preserve it and whether it remains relevant as buyer tastes change.