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With the Energy Ministry readying to hit the power-save button on new projects, developers are turning their focus on environment-friendly houses that help keep electricity consumption down.

The ministry is planning to introduce new energy-saving standards for buildings with a coverage area of 2,000 square metres or more.

For example, construction materials used in walls, roofs, doors and windows will have to meet heat-ventilation standards while the air-conditioning and lighting systems will have to have energy-saving systems installed.

These are part of 11 energy-saving measures announced by the ministry in April. The measures are expected to push developers to make the switch to energy-efficient projects though it may entail a 5-per-cent to 10-per-cent rise in construction costs.

Companies are now designing campaigns around the energy-efficient theme to lure home-buyers. They are expected to incorporate environmental and energy-saving considerations into their brand-building strategies this year.

"Property Perfect will use environmental and energy-conservation issues to build awareness," Property Perfect chief operating officer Dr Teerachon Manomaiphibul said. "We will also organise events around the theme."

He said developers are concerned about power consumption and are willing to design residential projects conforming to energy-saving standards despite the additional construction costs.

The energy-efficient tag will be a new marketing tool to promote projects as developers will focus on home-buyers willing to pay more for such properties.

LPN Development managing director Opas Sripayak said his company is developing condominium projects with an eye on the environment. Using energy-saving construction material and design becomes a key differentiating point while selling projects, he said.

"We can also save energy by designing houses keeping the direction of the wind and the sun in mind. Making a wind-facing house, for example, would keep air-conditioning requirements to a minimum and help conserve energy," he said.

The government has been pushing the cause for some time now by organising competitions for energy-efficient houses. The Alternative Energy Development and Efficiency Depart-ment began holding the competitions from 2005 after a campaign to make developers take thermal considerations into account while designing houses. Developers are now viewing the competitions as an opportunity to promote themselves if they win.

Supalai president Prateep Tangmatitham said the competition should be expanded to include high-rises such as office buildings and

condominiums.

"We are trying to design residential projects keeping environmental and energy concerns in mind as they would benefit buyers in the long run. That will be a selling point when we advertise our projects," he said.

Eyeing a share of the Bt200-billion property market, developers have set a target of 15-per-cent to 20-per-cent growth this year.

The Energy Ministry said businesses and residences accounted for 25 per cent energy consumed by Thailand last year. The two make up the third largest consumersof energy, behind the transport and industrial sectors.

      At a glance

n Energy Ministry standards   now rule construction materials will have to meet heat-ventilation standards while air-conditioning and lighting systems must have energy-saving systems.

n The move is expected to push developers to make the switch to energy-efficient projects, though

it may entail a 5-per-cent to

10-per-cent rise in construction costs.

n Firms are realigning marketing and branding strategies to the new focus.