Thailand’s real estate market is entering an important transition period, particularly in the secondary property market, which has begun to play a significantly larger role over the past 1–2 years.
In this edition of Agent Review, we had the honor of speaking with Surathai Rajatanavin, Senior Executive Vice President of Sukhumvit Asset Management Company Limited, who shared valuable insights on current market trends and introduced a new initiative designed to open opportunities for everyone to participate in the real estate industry.
The Secondary Property Market Is Becoming a Key Driver of Real Estate
Given the recent economic environment, consumer purchasing power has remained relatively slow, while access to financing from financial institutions continues to face limitations. As a result, many buyers have started looking for more accessible alternatives.
Khun Surathai explained that secondary properties are generally more affordable than newly developed properties, allowing buyers to manage their mortgage payments more comfortably. In addition, these properties can be renovated or upgraded while still maintaining a lower total cost compared to purchasing a new project in the market.
For this reason, the secondary property market is expected to become one of the key mechanisms driving Thailand’s real estate sector in the near future.
The Beginning of the “SAM Referral Program” Initiative
SAM launched the “SAM Referral Program” initiative to address one of the market’s key pain points: access to information between buyers and sellers.
In the past, many buyers did not know where to find available properties, while sellers often struggled to reach potential buyers directly.
This initiative was therefore designed to encourage information sharing across wider networks, including:
- Friends recommending properties to friends
- Community members sharing opportunities within their networks
- Agents and individuals helping distribute property information
When all parties have better access to property information, it naturally helps raise the overall standard of the real estate industry.
Technology and AI in the Future of Property Sales
Another important topic discussed in this Agent Review was the role of technology and AI in the real estate business.
SAM has integrated several systems to support its operations, including:
- Line Official Account
- Smart AI
- Big Data-driven data management
These technologies allow the company to analyze customer data more effectively and accurately match “the right property with the right buyer.” This ultimately supports sustainable growth for both the company and the real estate market as a whole.
Income Opportunities Through a Referral System
One of the highlights of the initiative is its Tiered Referral Commission structure, which is designed to be simple and accessible for everyone.
The referral commission structure includes:
- Properties valued up to THB 5 million — 3% commission
- Properties valued THB 5–20 million — 2% commission
- Properties valued above THB 20 million — 1% commission
The key concept behind the program is that “anyone can be a referrer,” not just professional real estate agents.*
*For properties valued above THB 20 million, participants must hold a real estate brokerage license.
Opening the Real Estate Market to Wider Participation
SAM believes that expanding the referral network will help property transactions happen faster, more efficiently, and more accurately targeted, while also distributing income opportunities to a wider group of people.
No matter where someone is located, if they know someone interested in a property, they can connect directly with SAM and receive support from a professional team ready to assist throughout the process.
This Agent Review clearly reflects that the secondary property market is entering a period of real growth, and the combination of human networks, technology, and data represents the new direction for Thailand’s real estate industry.
The SAM Referral Program is therefore more than just a marketing campaign—it is an important step toward raising market standards and creating broader opportunities for everyone to participate in the real estate ecosystem.
Learn more: www.sam.or.th
Contact SAM: Call Center 1443
Line Official: @samline
