UEM Sunrise Grows Sales and Relationships on Trusted Data

About UEM Sunrise Berhad

UEM Sunrise is one of Malaysia's leading and most awarded property developers, known for large-scale township and mixed-use developments. Like most developers, its relationship with a buyer historically peaked at the point of sale, then went quiet. The ambition was to stay useful across the whole lifecycle: enquiry, purchase, handover, living, and the next purchase.

The Challenge

Property is a long, high-consideration purchase with a fragmented data trail: enquiries from portals and roadshows, sales in one system, service and defect requests in another, marketing lists somewhere else again. Without one trusted customer record, personalisation is guesswork and campaigns are broadcast.

There was a second, sharper problem: sensitive buyer data. Property sales handle identity documents, income details and financing information. Getting closer to customers is only credible if that data is governed properly at the same time.

The Approach

UEM Sunrise built on Salesforce as a single front-office platform: Sales Cloud for pipeline and bookings, Service Cloud for post-handover care, Marketing Cloud for lifecycle journeys, Data Cloud to unify the customer record, and Shield for monitoring and protection of sensitive data.

Notably, the rollout needed less than 10% customisation. Standard platform capability carried most of the work, which is what kept time-to-value short.

With one record in place, segmentation moved from “everyone who ever enquired” to life-stage and lifestyle: first-home buyers, upgraders, investors, existing residents. Campaigns became relevant, and conversion followed.

We want to partner with customers beyond property and support them throughout their lifecycle. Salesforce helps us by allowing us to deliver experiences that are personalised to their different lifestyles and life-stages.

What Changed

The Telcowin Take

Three things in this story match what we see on the ground with Malaysian developers.

• Data trust is the prerequisite, not the polish. Personalisation and AI both fail quietly on a fragmented customer record. Unify first; the campaign numbers follow.
• Governance is an enabler, not a brake. A 90% cut in PII exposure is what makes aggressive lifecycle engagement approvable by risk and compliance.
• Resist customisation. Under 10% custom build is the real headline. Heavy customisation is the most common reason property CRM programmes slow down and age badly.

It's the same principle behind our own property work, including IJM Land: when sales, marketing, service and data sit on one platform, leadership finally sees the whole journey, enquiry to handover to the next purchase.

At a Glance

Capabilities in Play