Interview with Ir Steve Chong Yoon On

Group Managing Director of Austin Heights Sdn. Bhd.

roofscape, Lafarge Roofing Newsletter
 

After speaking with Ir.Steve Chong, we understand why he is where he is today. This is a man with tremendous vision, commendable focus and keen insights. We were honoured and enlightened that he shared his views and opinions about his dreams and projects and candidly gave comments on the potential of Monier CoolRoof System.

Q: Mr. Chong, you studied civil engineering, then worked in both the public and private sector, making progressive steps where you are today. It appears you knew all along what you wanted to do and how to do it. What were the factors that helped propel your journey?

A: I’ve always had a passion for building and construction. Innovation in construction is very different from any other industry – it is more slow paced and conservative, and there’s a big gap between design and implementation. Because large capital involved, there’s little space for mistakes. My career path was a combination of a process development, a series of trials and errors, a keen level of responsiveness to current issues and a lot of research, studies and observations. Only when I’m 90% convinced my idea is correct, do I make a move.

Q: In your year of experience, can you tell us of some projects you consider “milestones” in your achievement? Do you have any favorites or preferences in terms of type of housing or commercial properties?

 

A: I’m selective with projects, and particular about sourcing something that fits my vision. It must be the right size of land, the right location. The minute I saw a plot of land, I knew this was the one I wanted for Austin Heights! I have a very clear focus with Austin Heights – the direction is a product that meets the potential buyers’ desires and aspirations. With commercial properties, the design aspect is important but not crucial. The key point is whether the building location can draw a crowd. This must be supported by the combination of visibility and accessibility. To sustain long term success, one has to keep creating, innovating and changing to interest and entice the crowds to keep coming back.

Q: You are from Ipoh, worked in Terrengganu and now have chosen Johor to make your mark. Why Johor? How do you see the property market scenario and what are the main drivers to this trend?

 

A: When I completed my degree in civil engineering, the government needed engineers and I was posted to Terrengganu for four years. Then I worked with YTL in KL. I had a good grasp of construction and building, so I went into design next. I was then appointed the Chief Resident Engineer on the Kluang Water Project. By then, I had gained experience in all aspects of the industry, and Johor had potential, so I set up my own construction company here. We developed a track record of fulfilling customers’ expectations and received many jobs. This helped me consolidate substantial funds and ultimately, to grow fast. I, then ventured into privatization with the government. The property market in Johor is very mixed. If you have a product that appeals to people and you do it in a reasonable quantity, it can do well.

Q: Austin Heights is the first development of linked bungalows in Johor. The name “Linked Bungalows” is a clear differentiation from other development. Would you share with us some of the key differentiation of this project?

 

A: Austin Heights offers safety, convenience and lifestyle. In conceptualizing and achieving these, we dispensed with back lanes which have proven to be the weakest point of homes, attracting buglary, rubbish and arbitrary renovations. The gated and guarded perimeter fencing coupled with website cam surveillance and broadband access in each house ensures the safety aspect. The convenience feature is epitomized with the educational corridor which holds a pre-school, Sunway College Johor, Foon Yew Primary School and a government Secondary School. The commercial center features a mini market, eateries and cafes, whilst recreation and sports amenities abound, with a jogging track, camping grounds, park, BBQ area, playground, club house, swimming pool, badminton hall and remote car racing circuit.

Q: To preserve Aesthetic Integrity of your development, you must be the first developer to come up with the idea of a rolling deed of mutual covenant. Would you care to elaborate on this ?

 

A:  This is ultimately preserve the very essence and tenets that Austin Heights is built on. For a self managed community to be successful, there must be clarity and transparency. The monthly service charge collection is a non-profit undertaking and the deed states that access funds will be carried to the next fiscal year, whilst short falls will be topped up. This ensures funds are well managed and instills confidence with buyers/owners. To secure the long term value and environment of Austin Heights, the deed also provides for a clause that the houses are maintained in their original design.

Q: What are your other new projects? Planned? Are you also expanding development out of Johor?

 

A: I have tendered for some plots of land but I am being prudent and selective. I don’t want to bite off more than I can chew, and I don’t mind waiting for a good one. I am looking at some development in KL.

Q: Can you comment on your working relationship with LRM (Laforge Roofing Malaysia) in terms of products, service and support?

 

A: A prime consideration that works in Laforge’s favour is that when it comes to roofs and roofing accessories, LRM has got it all covered. LRM has the most comprehensive range of products at a reasonable and competitive pricing.

- roofscape, Lafarge Roofing Newsletter, 2004 December.