Faried Yahya
IPMI International Business School
Amelia Naim Indrajaya
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Elang Group build housing with a social concept where a proper home can be owned by lower economic circles
Elang establishes a business starting from the needs of the community. As it is known that there are 70 million people who do not have a decent dwelling, in Indonesia, or more precisely as many as 8.3 million families. So every year the need for a home reaches 800 thousand. While currently only about 200 thousand homes per year are fulfilled. This is a gap, Elang can fill up as a solution, so it can help the government to solve the problems of the nation.
In 2007 Elang started building a simple healthy home (RSS) that focused on the low income people. He invites his friends to the joint venture and collects Rp 340 million. Elang built houses with various types, there are 22/60 type and also type 36/72. The houses that stand on the 60 square meters of land are offered only for Rp 25 million and Rp 37 million per unit. So, only with DP Rp 1.25 million and the installment of Rp 90.000 thousand per month for 15 years, the needy can own a house.
Because of his insufficient capital, for his own promotional media, Elang only advertises in local newspapers. Because the price is relatively cheap, in the early stages of development, all the houses are immediately sold out. Although the price is cheap, but the supporting facilities in it is very complete, such as Clinic 24 hours, public transportation 24 hours, houses of worship, schools, sports fields, and also close to the market. Since the house is reserved for the lower economies, most of its consumer professions are factory workers, administrative staff (TU) IPB, even some scavengers.
Elang has been in business since young. Starting from selling donuts, selling shoes, supplying lamps on campus, selling cooking oil to open an English course. After an intense prayer, in bed Elang dreamed of seeing a very magnificent and beautiful building in Manhattan City that was built by him. In the other day when he came from campus and on the way back he found a garbage collector carrying a cart and told him that his house was the cart. This is how Elang was inspired to start the business. The experience of working in residential marketing makes him knowledgeable in the world of property. The first tender he won Rp 162 million in Jakarta was to build an elementary school in West Jakarta
So far the property business is mostly intended only for wealthy people. While simple and inexpensive housing that is affordable to the poor is rarely developed. Whereas in Indonesia there are 70 million people who still do not have a home. Many people in Indonesia especially who live in the city have no home. Yet they are already 60 years old. Usually their constraints are due to overpriced Down Payment, overpriced payments, so until now they do not have the capability to own a home.
"The important thing in life is to be a useful human being and others and to be useful to others", Elang uttered.
By building housing for the lower economic community, Elang Group business is becoming more popular. This is because there are still many people, upwards of 70 million, that still desperately need a decent home. The huge market potential and with the right business strategy make residential sales under Elang Group quickly absorbed by the market.
Elang Group also eliminate all the obligations administrative fees such as mortgage provision (KPR), land and building acquisition fees (BPHTB), building permits (IMB), and transfer fees (BBN). Promotion of zero percent advance advances put Elang Group as the developer with the highest contribution to BTN consumption credit in Bogor, Tangerang, and Depok.
Elang will continue to work on the concept of a cheap proper housing because it is part of his idealism. He is afraid that the rich will get richer, the poorer gets poorer. To keep the business running, Elang combines it with the concept of Real Estate because in 2012 subsidies from the government had been postponed. This is very influential on current debt and interest, while there is no significant income from sales. Elang thinks that subsidy does not always have to be relied on the government so he cross-subsidized the high price real estate to subsidized the low income housing. In business a person must be able to create profit, but also gives social impacts.
For Elang, life is not just looking for profit. Fortunately it can be sought as much as possible, but also it must be distributed as widely as possible. The expansion of Elang Group housing is now available in Bogor and Sukabumi City.
The effect of Elang's innovation by building housing for the underworld is the availability of a decent home for people who normally can not afford it. Even a scavenger can have a decent home. In addition, Elang always set aside 10% of each project for charity. The 10% money was put into private Islamic bank BMT (Baitul Mal Wa Tanwil / savings) and allocated to help the poor.
In addition to setting aside 10% of the project's output, Elang also provides weekly, monthly, even yearly alms to help the poor. For Elang, the charity does not necessarily depends on the quantity, but the most important is the continuity of the alms. Although the number is small, but if done regularly, it is better than many, but not routine.
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Elang Group, Founder
With the growing world population especially in big cities the need for homes is increasing. This is a must because based on Maslow's theory the house belongs to the first need of man. But the availability of houses is still a big problem that must be solved, especially by the government, so it is not surprising that some of the leaders of this country have issued various policies that can suppress the number of backlogs in Indonesia.
This is what triggers Elang Gumilang as CEO of Elang Group plunge into the property business. Elang Group is a holding company that focuses on core business as a developer with several subsidiaries engaged in investment, property, and Corporate Social Responsibility (CSR). They have built several projects in Bogor and Sukabumi
Elang Group not only builds housing but also build community developments. With the concept of integrated housing, Elang Group seeks to help people's needs for homes with competitive prices and affordable installments.