Q: What is the philosophy behind Home Lands Group’s operations?
A: Home Lands Group is one of the largest residential real estate solution providers in Sri Lanka and has a market share of 45 percent. It is known for exquisite land plots and opulent residential spaces aimed at the local and global masses.

Founded in 2003, the group comprises nine companies, positioning it as a 360 degree total solutions provider and is presently a leader in the residential real estate sector.

In fact, it was recognised as the most preferred brand in the residential real estate sector and enjoys the highest brand awareness among local customers, according to the Research Intelligence Unit’s (RIU) Developer Brand Health Survey 2021.

The Construction Industry Development Authority (CIDA) also certified Homelands Skyline and Home Lands Holding with the highest grading (‘LB1’ and ‘L1’ respectively) earlier this year, and they take pride in being the first in Sri Lanka to obtain the grading for 2021.

In addition, Homelands Skyline was positioned as the first real estate company in the country to implement a blue ocean strategy in the residential market space with the resort apartments concept. The developer looks to facilitate ‘affordable luxury’ in the local residential market and attract customers who appreciate an innovative lifestyle over a conventional way of living.

Q: How have the group’s subsidiary brands performed?
A: Home Lands Holding has completed more than 550 land development projects while Homelands Skyline has developed and constructed over 3,000 apartments and individual houses, most of which have been completed and handed over to their owners.

According to the RIU study, Home Lands Group is one of the top two preferred brands to invest in across all income groups when it comes to the residential real estate sector, and the No. 1 brand in the mid and upper class income brackets. This demonstrates the group’s commitment to offering affordable luxury in the residential market space for people of all income ranges.

With nearly 4.1 million salaried employees estimated to be in the private and government sectors, Home Lands is said to have the highest brand awareness among both.

The report also notes that Sri Lanka has a diaspora of around 2.1 million while the luxury apartment and residential category has witnessed a capital appreciation of around 25 percent in recent years.

As such, RIU’s projections indicate that nearly 140,000 Sri Lankan residents are willing to purchase residential properties in Colombo and its suburbs over the next three years.

Q: What strategies does Home Lands employ to stay ahead of competitors?
A: Value innovation is one of Home Lands Group’s key strategies as it employs differentiation and low-cost approaches simultaneously.

In addition, it focusses on cost optimisation and process enhancements, expecting to provide a better offering to valued customers. This concept of value innovation is part of the group’s DNA.

Home Lands Group thrives with its R&D efforts and has accounted for the needs of Colombo frequenters. This plays a role in today’s real estate market demand and has influenced how residential solutions are designed.

The group’s pursuit of new trends to operate in a more customer focussed manner has earned it the brand loyalty it enjoys today. It aims to be recognised as a global brand of choice and preferred partner in the residential real estate sector by capitalising on its brand equity.

Home Lands Group’s goal is to be the first name that comes to mind when one searches for residential solutions. Its innovative offering and excellent customer service certainly bring the brand closer to people.

 

INTERVIEWEE DETAILS
Nalin Herath
Chairman
Managing Director
Yasas Pathiranage
CEO
Homelands Skyline
CONTACT DETAILS
Telephone:2888777
Email:info@homelands.lk
Website:www.homelands.lk