Word-of-Mouth Marketing is the Best Form of Marketing

Lily Chang／Images by Treasure Dragon Corp.

At the beginning of September 2021, “Love Gendii” in Taichung City's Phase 11 rezoning area, opposite 823 Park, officially entered the market! Before the opening of the project, there were hundreds of customers waiting in line to purchase the project, and the phone was ringing non-stop. After the opening of the project, the new project with a total sales of NTD 6.5 billion was sold out in 3 days, which instantly blew up the Taichung construction industry, and instantly became a hot topic!

Afterward, many building industry members said privately, “Love Gendii was sold at a low price, President Chang is so fool, she made a lot of money less! These words reached the ears of Treasure Dragon's President, Lily Chang, who said with a bright smile: Treasure Dragon has insisted on not building a reception center, sample houses, or advertisements for many years, and has “given” the customers the money it saves in marketing expenses, which doesn't make a lot of money, but it will make money for the future. This is the main reason why Treasure Dragon always receives endless calls when it launches a new project without intentional publicity.

First Woman President in Constrution

In the construction industry, where more than 95% of the people in charge are men, Lily Chang has used her thoughtful design concepts and careful but uncompromising spirit of the “Desperate Lady” to lead Lung Pao to break through in the Taichung luxury residential market!

Lily Chang was the first female president of Taiwan's architectural industry when she served as president of the Taichung Real Estate Developers Association. She was also the first Taiwanese builder to chair the board of directors of FIABCI, the World Real Estate Federation of Developers and Investors, which is the light of Taiwan's construction industry!

With the spirit of “Don't Forget the Beginning ‧ Benefit Others for the Common Good”, Lily Chang operates Treasure Dragon Corp. and always puts the residents in the first place in her heart. She is known for the meticulousness and thoughtfulness of her construction cases, as well as her highly recognized construction quality and after-sale services, which have earned her a good reputation in Taichung's real estate circles, and she has been able to achieve excellent sales results for her new construction projects, and has even attracted builders from all over the country to actively compete for co-construction projects, even in the midst of the downturn in the real estate market.

“Architecture can be imitated, but quality cannot be copied”, Lily Chang's demand for quality is reflected in her meticulous and fussy attention to detail, she would rather spend a little more money to achieve the beauty she has in mind, which has made Treasure Dragon the ‘toughest builder’ in the eyes of many contractors! For example, because of the special shape of the tiles on the exterior of the building, it was particularly difficult to paste them. Because she was not sure, Lily Chang even climbed up on a scaffolding to inspect the exterior wall, and in the end, she was still not satisfied with the results of the paste, and demanded that they be knocked down and re-pasted on the spot, which made the paste workers turn green in the face!

Although the contractors say they don't like to contract Treasure Dragon's cases because they think it is time-consuming and labor-intensive, they emphasize when contracting other projects, “We are Treasure Dragon's partner! When introducing their products, kitchenware and building materials manufacturers will also mention, “Treasure Dragon also uses this product! Treasure Dragon is the benchmark builder in Taichung's construction industry, thanks to Lily Chang's tortoise hair learning!

Interestingly, the real estate market in Taichung is very peculiar, as many home buyers pay special attention to the brand and builder's rating. According to the “2023 Taichung Top 10 Best Builders” published on PTT website, Treasure Dragon has been awarded the first place! There is also a saying in Taichung's luxury real estate circle: “Men love Lianju, women love Longbao”. How did Lily Chang capture the heart of the female homeowner? The answer is “putting your heart in the right place”!

Lily Chang was just a housewife before she got into real estate. After marriage, she moved to Boston with her husband's family, and because her husband likes to invest in real estate, Lily Chang began to pay attention to real estate trends; and because her husband invests in U.S. real estate, she took care of everything from purchasing, renovating, and renting out the house, and she even took a course in Boston related to interior design and obtained the professional license of interior designer.

Put yourself in my shoes

Forty years ago, Lily Chang returned to Taichung with her husband and occasionally took on some simple interior design work. Due to the foundation of aesthetics and design, her husband bought many houses for her to handle, but Lily Chang, who demanded perfection in the quality of her home, was never satisfied with the planning and quality of these houses, which inspired her to start her own business, and in 1989, she founded Treasure Dragon Corp.

Lily Chang with an ideal and silly, so head into the real estate, do not know how to build she learned from scratch, from design, planning to on-site construction are involved in the whole process. Lily Chang said that the quality of construction and after-sales service are equally important, and reputation is accumulated by quality and planning. Treasure Dragon adopts fine decoration to hand over the houses, and the design of the project is “people” oriented. She stands from the housewife's point of view, and introduces many delicate and considerate designs into the houses, so that she not only builds houses that satisfy customers, but also houses that are touching, and thus captures the hearts of countless female home buyers!

Lily Chang also applies aesthetics to architecture, making it artistic and living, such as using pebbles dug out of the land excavation to make iron sculpture street chairs for pedestrians to rest; painting art on the walls of the underground parking lot, which warms up the space of the parking lot; and designing a storage cabinet behind each parking space, so that tenants can place large items such as golf clubs into the storage cabinet directly. The thoughtfulness of her design can be seen everywhere.

Over the years, Treasure Dragon has set many precedents in Taichung's construction industry, such as the first project “Jhong-Gang Gendii” establishing a roof sunbathing area , the second project “Fu-hua Gendii”  establishing a rooftop garden area, the introduction of green fences to create a friendly environment between the construction site and the neighborhood, the promotion of the excellent demonstration site, and the first to invest in the community's total construction; the first to convene the construction explanation meeting and the handover meeting in the hotel; the publication of community publications, such as “Life Concept” and “Gendii News”, etc. From time to time, Treasure Dragon organizes Gendii Sport day and concerts; every Mother's Day and Father's Day, the residents receive cakes and pig's feet noodles for their birthdays.

Treasure Dragon Corp, which is entering its 34th year this year, has been recognized by the industry and clients for its construction works, and has won numerous awards over the years. However, what Lily Chang is most proud of is the recognition given by the residents.

When interviewed, Lily Chang happily shared the message of gratitude and emotion from the new residents of “Treasure Dragon Park Gendii”, which was handed over to her! “She said, “I learned about the goodness of Treasure Dragon from others, but now that I have experienced the beauty of Treasure Dragon in person, I am completely amazed and sincerely touched, thanks to the perseverance and heart of Treasure Dragon's team,”“This is the first time in my life that I have experienced such a beautiful piece of work that is full of love and energy! Lily Chang also responded emotionally, “In the construction industry, Treasure Dragon hopes to play the role of a practitioner who endeavors to enhance the ecology of the building, and also hopes to influence more people”!