At the seminar "Real Estate Market 2026: Overcoming reverse winds, welcoming a new cycle" organized by the Financial - Investment Newspaper, Ms. Thi Anh Dao - Marketing Director, Masterise Group gave a different perspective: "Today, buyers not only see real estate as a short-term investment opportunity, but are starting to pay more attention to the ability to preserve value, real quality of life and how a living space can accompany them through each stage of life.
With Masterise Homes, the sustainable competitive advantage is not in a brand identity layer, but in the ability to build a consistent system of standards, from products, operations to the residential community”.
The real estate market enters the "scoring" phase with real quality
After the purification phase, the real estate market is entering a cycle where confidence is built by quality that can be verified in practice. This spirit was recorded at the conference "Real Estate Market 2026: Overcoming the opposite wind, welcoming a new cycle", where management agencies, experts and businesses jointly viewed the new development cycle.
According to Ms. Thi Anh Dao, location, price or brand were once factors that created strong attraction, but in the new cycle, customers see real estate as a value system that needs to be verified by practical experience and the ability to maintain quality over time.
If in the past buyers often focused on the story of location, investment value or brand familiarity, now they are starting to ask deeper questions: is their life optimal in that area; does that product help them build the desired lifestyle; and does the developer brand have enough capacity to guarantee product quality, operation and service in the long term," Ms. Dao said.
Standardization" strategy: the difference lies in the standard system being realized
When asked about the core factor that is becoming a new "standard" for high-end real estate in the selection cycle, Ms. Thi Anh Dao emphasized: "The quality of branded goods in real estate cannot only be expressed by name or logo. It must be a consistent set of standards, going from design, construction, handover to operation, service and community activities after handover. When those standards are maintained in practice, the brand is truly meaningful to users, because they understand what that product brings them in daily life and in long-term asset value.
The difference of this strategy lies in the fact that "branded goods" are no longer understood as an external identity layer, but are evaluated by a quality standard system that can be verified through daily life experiences. For projects in cooperation with international brands, global standards are realized at the highest level, from design, operation to service experience. At the same time, in product lines such as Lumière Series or Masteri Collection, that value system continues to be fine-tuned flexibly according to each customer group but still maintains a consistent spirit of quality of life and development philosophy.
Pioneering the establishment of a "standard house" role
A question was raised at the discussion session: in the new cycle, who will lead the market and how? With Masterise Homes, the answer lies in the ability to build long-term trust with consistently realized quality.
From Ms. Thi Anh Dao's perspective, in addition to creating better products, pioneering developers also contribute to shaping the benchmark system for the market to assess real estate value. As legal and capital flows are gradually being completed, the standards built today will be able to determine the leading position in the next 3-5 years.
This perspective continues to be strengthened when Masterise Homes was honored twice at the Asia Pacific Property Awards in 2025 and 2026, proving the ability to develop products according to the strict criteria of the region.
In a market looking for new standards for the recovery phase, Masterise Homes' strategy shows how a business can go through the "reverse wind": not only by introducing new products, but by the ability to maintain a clear, consistent and sufficiently sustainable system of standards so that customers can verify through quality of life, operation and asset value over time.
