Housing Affordability Study

Malaysia

25 JULY – 31 AUGUST 2011

Introduction

This document presents the results of media analysis of

Malaysian coverage of housing affordability between 25

July and 31 August 2011.

The coverage analysed in this report includes:

> News content from the major print publications, television

broadcast stations and news websites in Malaysia, which was

monitored by Asia iSentia.

> Social media conversations that originated from Malaysia, and that

appeared on forums, blogs, review sites, Q&As, microblogs, the

public pages of social networking sites and video sites (comments

only).

Sampling

Sampling was applied to the media coverage about housing affordability

that was analysed for this report. This means that the total numbers of

news articles and online posts in this report are indicative only, and not

every article or social media post was qualitatively analysed.

The sample has been chosen to be representative of overall media

coverage. This is done by:

(a) Selecting news articles and online posts for analysis from

representative media outlets and online channels; and

(b) Setting a sub-sample for each market based on proportional size.

Thus, a spread of news articles and online posts across subjects, across

markets and across the period has been analysed.

2

Executive summary

LEADING DISCUSSIONS

> News media coverage of housing affordability focused primarily on

government policy; this reporting was frequent and was largely

favourable. However, government policies were much less frequently

discussed in the online posts, and social media conversations about

these policies were generally negative in tone.

> News media coverage reported frequently and favourably on the

efforts of the Malaysian Government to address housing affordability,

including the establishment of a housing scheme that offers up to

100% financing to first home buyers under the age of 35. In addition,

news media reporting discussed the Malaysian Government scheme

called Pr1Ma, which subsidises the development of affordable

housing, for mid- to low-range dwellings. As a result of these

favourable discussions, the leading message conveyed in news media

reporting was that the favourable government is addressing housing

affordability.

> Online posts that focused on the government’s housing policies were

the least reported and the most negative. A number of online forums

contributed negative reviews of the government’s housing projects,

such as Pr1Ma, land use and urban development.

> Not surprisingly, the online public instead tended to focus most

prominently on consumer issues in relation to housing affordability. A

large proportion of the online posts raised concerns about higher

house prices and mortgages, and the increased expenses associated

with owning a house. The online discussions claimed that house

prices in some areas of Kuala Lumpur had risen by 60%, but also

noted that property sales in some locations had continued to grow

strongly despite the high prices. People discussed the alternative of

buying property on the outskirts of major metropolitan areas,

suggesting that this may be a new trend among the real estate

industry for major metropolitan areas of Malaysia. Many online posts

suggested that the next generation will have to start saving at younger

age in order to afford their own properties.

> The news media coverage that focused on the real estate industry

was generally favourable , with numerous reports about affordable

developments, including favourable reports on developers and their

construction of affordable housing. Some of this coverage also

discussed government initiatives for the property development

industry. While this reporting was largely favourable, a small volume

of news media reports also discussed the opinions of property

analysts, who suggested that their surveys were finding that

consumers were feeling less optimistic about purchasing property.

CONCLUSION

> The differences between news and social media in terms of the

favourability and prominence of the discussion of housing affordability

may reflect that the general public were less opinionated about

government policies than the news media expected them to be.

Despite news media suggestions that the public would favourably view

the government’s efforts to address housing affordability in Malaysia,

this was not supported by the analysed social media coverage.

3

4

Story focus

NEWS MEDIA SOCIAL MEDIA

CHART 1 CHART 2

These charts show the story focus of each report, article or online post that was analysed over the period. Story focus relates to the main focus of the

article, report or online post, and each report, article or online post can have only one story focus.

> News media coverage of housing affordability focused primarily on

government policy and the real estate industries, and this reporting was

mainly favourable.

> In contrast, government policy was the least frequently discussed topic

in social media posts, and mentions of this topic were generally negative

in tone.

> Online discussions primarily related to consumer issues, and were

largely neutral in tone.

57 50

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54.7 53.9

45.2 44.2

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GOVERNMENT POLICY

INDUSTRY ECONOMY CONSUMER

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15

44

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-46.7

4.5

-20.0 -12.3

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0

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75

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GOVERNMENT POLICY

INDUSTRY ECONOMY CONSUMER

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POS NEU NEG NET SENTIMENT

Trend analysis

5

CHART 3

CHART 4

This chart shows the volume and favourability of articles analysed over the report period.

This chart shows the volume and net sentiment of online posts analysed over the report period.

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Analysis of news media

CONTENT ANALYSIS FROM NEW S MEDIA

7

> News media coverage of housing affordability

focused primarily on the real estate industries and

government policy. Reports noted that the housing

market in Malaysia is currently experiencing a

property price bubble, with prices soaring due to

high demand and low supply of housing. Coverage

stated that the Malaysian Government is

attempting to address this issue by introducing a

housing scheme that requires a 0% down payment

for a property purchase, by developing land

themselves, or by introducing regulation that

means that developers must turn a certain

percentage of their land into low- or mid-range

priced homes rather than high-end only.

> A large proportion of the news media reporting that

focused on real estate industries was favourable,

with frequent stories about the steps that

developers were taking to address issues of

housing affordability. For instance, one news story

reported that property developer PKNS was

constructing affordable housing, was making these

properties available to certain quarters of the

community, and was incorporating a range of

community amenities in these developments (The

New Straits Times, 1 August 2011).

> Reporting frequently discussed the Malaysian

Government’s affordable housing project

Perumahan Rakyat 1Malaysia (Pr1Ma), and these

reports were primarily favourable. For example:

“Although Prima is still in its infancy stage, the

Government has indicated some moves to

expedite projects under the scheme. One of the

initiatives could entail making land available and

providing funds to developers participating in

Prima under public-private partnerships

Programme” (The Star, 3 August 2011).

> Other favourable news coverage about the

Malaysian Government’s attempts to make

housing more affordable included a news story

about the government’s plan to increase density:

“The government is reviewing density standards

for affordable and low-to-medium cost housing to

ease the prices of residential properties. Housing

and Local Government Minister Datuk Chor Chee

Heung said increasing densities was one of the

options considered to address the scarcity and

increase of land prices in urban areas” (The New

Straits Times, 26 July 2011).

This chart shows the story focus

of each news media report.

Story focus relates to the main

focus of the report, and each

report can have only one story

focus. The chart also shows a

breakdown of favourable,

neutral and unfavourable

reports, and the average

favourability of the coverage that

focused on each main theme.

CHART 5

57 50

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54.7 53.9

45.2 44.2

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GOVERNMENT POLICY

INDUSTRY ECONOMY CONSUMER

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Story focus

8

> Housing availability was the most favourably

discussed of the analysed topics in news

media coverage. This topic was usually

reported in the context of government policies

to address housing affordability, or in coverage

of developers’ moves to design affordable

homes. The leading topics often appeared

together in coverage, frequently in reports on

the steps being taken by the Malaysian

Government and developers to make housing

more affordable. Most of this reporting was

favourable.

This chart shows the number

of mentions of each topic in

the analysed news media

coverage.

The chart shows the volume of

favourable, neutral and

unfavourable mentions of each

topic, as well as the average

favourability of the reports that

mentioned each topic.

CHART 6

→ “THE GOVERNMENT IS REVIEWING DENSITY STANDARDS FOR

AFFORDABLE AND LOW-TO-MEDIUM COST HOUSING TO EASE THE PRICES

OF RESIDENTIAL PROPERTIES. HOUSING AND LOCAL GOVERNMENT

MINISTER DATUK CHOR CHEE HEUNG SAID INCREASING DENSITIES WAS

ONE OF THE OPTIONS CONSIDERED TO ADDRESS THE SCARCITY AND

INCREASE OF LAND PRICES IN URBAN AREAS” (THE NEW STRAITS TIMES,

26 JULY 2011).

63

40 36 34 26

53.8 54.9

49.7

55.9 55.6

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DEVELOPERS GOVERNMENT INCENTIVES

HOUSE PRICES HOUSING AVAILABILITY

GOVERNMENT HOUSING

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Leading topics

9

> As a result of frequent reports on the

government’s attempts to address housing

affordability, the favourable message that the

government is addressing housing affordability

was the most frequently conveyed message in

news media coverage during the report period.

These news stories reported on the

government’s release of specific housing

affordability initiatives, such as the Pr1Ma

project that was widely discussed in news

media throughout the period. For example:

“The government’s push for more public-

private partnerships (PPP) to construct

affordable housing is expected to add a new

dimension to the property development

landscape, particularly since the initiatives are

looking to reach critical mass. Prime Minister

Datuk Seri Najib Razak said the government is

ready to consider measures to assist

developers of affordable residential properties

when he unveiled the 1Malaysia People’s

Housing Scheme (PR1MA) recently” (The

Edge Financial Daily, 1 August 2011).

This chart shows the leading

tracked messages by volume

that appeared in the analysed

housing affordability coverage.

Messages can be implied in

reporting or conveyed

explicitly, and can be either

favourable or unfavourable.

CHART 7

Leading messages

58

10

13

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0 10 20 30 40 50 60 70

GOVERNMENT IS ADDRESSING HOUSING AFFORDABILITY

GOVERNMENT IS NOT ADDRESSING HOUSING AFFORDABILITY

HOME OWNERSHIP IS ELUSIVE

PEOPLE BELIEVE HOUSING IS NOT AFFORDABLE

HOME OWNERSHIP IS ACHIEVABLE

VOLUME

FAV UNFAV

Analysis of social media

FOCUSES ON PERCEPTION, OPINION AND BEHAVIOUR OF THE

PUBLIC FROM THE SOCIAL MEDIA

11

This table shows numerical

comparisons of monitored

subjects based on the following

index: Engagement, Influence,

Reach and Sentiment. For

definition of these Social Media

Metrics, please refer to the

Appendix from page 17.

STORY FOCUS ENGAGEMENT INFLUENCE REACH NET SENTIMENT

GOVERNMENT

POLICY 5.6% 42.0% 12.8% -46.7

INDUSTRY 14.6% 55.0% 25.3% 4.5

ECONOMY 6.2% 58.0% 16.3% -20.0

CONSUMER 75.4% 49.0% 74.2% -12.3

TABLE 1

> Discussion of consumer issues in relation to

housing affordability had high engagement and

channel reach, with a large proportion of the

online public raising concerns about higher

house prices and mortgages, and the

increased expenses associated with owning a

house.

> The overall sentiment of most online

discussions was negative, as the online public

expressed their concerns about the poor

income-to-loan ratio in Malaysia, and stated

that they believed that housing had become

unaffordable.

> Discussions of the economy and government

policy in relation to housing affordability were

less frequent, but the overall sentiments of

these posts were negative.

> The real estate/property industry was the most

positively mentioned story focus in social

media coverage, although the overall net

sentiment of this coverage was only slight

positive at 4.5. These posts largely consisted of

write-ups of new development projects that

appeared on a number of online forums.

Social media metrics

12

TOP 10 CHANNELS

> Discussions of housing affordability were mainly held on online

forums, particularly the Lowyat.NET Forum, which contributed 39.9%

of coverage.

> Forum sites such as Yahoo Malaysia Q&A also hosted frequent

discussion of housing affordability.

> The analysed forum posts generally indicated that the online public

had a strong desire for good quality properties in good areas. Many of

these discussions shared ideas about purchasing properties that were

affordable, and that also had a higher returns potential.

CHART 8

LOWYAT.NET FORUM –

PROPERTY TALK 15.5%

LOWYAT.NET FORUM – KOPITIAM

11.3%

5.6%

3.5%

3.3%

3.1% 3.1%

2.6% 2.2% 1.8%

OTHERS 48.0%

LOWYAT.NET FORUM - PROPERTY TALK

LOWYAT.NET FORUM - KOPITIAM

YAHOO MALAYSIA Q&A - PERSONAL FINANCE

REAL ESTATE INVESTING

THE BURSA MALAYSIA FORUM - KLSE

LOWYAT.NET FORUM - FINANCE

I1 REVIEW

LOWYAT.NET FORUM - STOCK EXCHANGE

YAHOO MALAYSIA Q&A - INVESTING

YAHOO MALAYSIA Q&A - OTHER BUSINESS & FINANCE

OTHERS

Top 10 channels

13

There was an increase in new voices

on 10 August, when 84 new voices

joined an online discussion about the

cost of living in Malaysia. Several

online posts discussed how house

price was linked with macroeconomic

data such as inflation. The second

highest peak in new voices occurred

on 22 August, when 72 new

voices joined the discussion on

housing affordability.

The peak in new channel growth

occurred on 25 July, the first day of the

monitoring period. The cumulative

growth gradually decreased over the

report period, with channels being less

active in terms of discussion of

housing affordability across the period.

CHART 9

CHART 10

VOICE GROWTH

CHANNEL GROWTH

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NEW VOICES CUMULATIVE GROWTH

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NEW CHANNELS CUMULATIVE GROWTH

Voice growth & channel growth

Story line: 25 July – 31 August 2011

14

25 JULY 2011 TOTAL MENTIONS: 19

”City Hall needs to buck up on its enforcement against freeloaders

staying at PPR homes. These freeloaders are parasites. They take

advantage of the lack of enforcement to selfishly occupy houses

meant for the poor.”

26 JULY 2011 TOTAL MENTIONS: 16

”Be very careful of Bank Lelong. Do some research about the

house – any outstanding bill or extra hidden cost. House is

cheap but you don’t get to view the house before buying it.”

2 AUGUST 2011 TOTAL MENTIONS: 20

“inflation is up … property has gone up... but salary has not adjusted to that

rate yet … u are saying the property price shud [should] go up because

inflation has gone up but how can u ignore the affordability factor … is it not

a part of the equation ?”

6 AUGUST 2011 TOTAL MENTIONS: 15

”The moment the economy starts to show signs of recovery,

those who missed the boat earlier will invest in properties as

properties are always a good hedge.”

CHART 11

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VOL NET SENTIMENT

“

“

“

Top influencers

15

13 AUGUST 2011

A concern on Penang’s reinvention in the economic sphere. If it continues then it will draw more people to work in the said

state. “ USER CHANNEL INFLUENCE FOLLOWERS SENTIMENT URL

David Tan The Star -

Business

100 - Neutral http://biz.thestar.com.my/news/story.asp?file=/2011/8/13/bus

iness/9285090&sec=business

6 AUGUST 2011

It is time to work on long-term initiatives to promote decentralisation. A good first step is government’s initiative to set

aside land for affordable projects for average Malaysians.” “ USER CHANNEL INFLUENCE FOLLOWERS SENTIMENT URL

Angie Ng The Star -

Business

100 - Positive http://biz.thestar.com.my/news/story.asp?file=/2011/8/6/busi

ness/9242199&sec=business

30 JULY 2011

Kuala Lumpur is the largest and most densely populated city in Malaysia; however the city is facing a problem on lack of

land thus there is a need to emphasise urban development. “ USER CHANNEL INFLUENCE FOLLOWERS SENTIMENT URL

Fintan Ng The Star -

Business

100 - Neutral http://biz.thestar.com.my/news/story.asp?file=/2011/7/30/bus

iness/9146794&sec=business

Methodology and

glossary of terms

APPENDIX

Average favourability, net sentiment explained

17

This Media Analysis report uses both the

CARMA® media content analysis

methodology and Brandtology’s

proprietary Digital Conversation

Management System (DCMS) system to

compare and contrast news and social

media conversation.

The CARMA favourability rating and

Brandtology’s sentiment score are

comparable rating scales to assess

articles/conversations prominence and

tonality.

The comparison of the two methodologies

is interpreted in a Likert 3-point scale

(Favourable/Neutral/

Unfavourable versus Positive/Neutral/

Negative) as shown in this table.

RATING SCALE

COLOUR

USED

New

s M

ed

ia

Average

Favourability

Rating

0-100 scale

where 50 is

neutral

Highly favourable 76 to 100

Favourable Moderately favourable 56 to 75

Slightly favourable 51 to 55

Neutral/balanced 50 Neutral

Slightly unfavourable 45 to 49

Unfavourable Moderately unfavourable 30 to 44

Highly unfavourable 0 to 30

So

cia

l M

ed

ia

Sentiment

Scale

-100 to +100

scale

where 0 is

neutral

Very Positive + 51 to +100

Positive

Positive +1 to +50

Neutral 0 Neutral

Negative - 1 to -50

Negative

Very Negative -51 to -100

Best Practice Media Analysis

The iSentia’ best-practice media analysis uses a

systematic approach to turn media content into

meaningful data. This approach analyses media content

both quantitatively and qualitatively.

iSentia uses the CARMA® media content analysis

methodology, which is internationally recognised as one

of the leading commercial systems available. CARMA®

(Computer Aided Research and Media Analysis) uses

advanced technology to quantify media content, and

human intelligence to provide qualitative insight and

analysis.

iSentia uses the CARMA® methodology to qualitatively

analyse media coverage by taking into account multiple

variables. These include the:

> Placement of media reports (front page or lead item in

broadcast media and websites);

> Positioning of organisation discussion (headline,

prominent mentions, passing mentions);

> Image (photos, illustrations, charts, cartoons, or the

image content of video);

> Topics discussed in the media and their relative

importance to the client organisation;

> Messages, both favourable and unfavourable,

communicated in media reports;

> Sources quoted (both organisation representatives

and other individuals who make relevant comments in

the media); and

> Tone of content (extreme language, adjectives and

adverbs, metaphors or similes and other figures of

speech).

An aggregate score is calculated based on these multiple

variables and presented on a 0–100 scale where 50 is

neutral. This is an overall rating of the favourability of

each media report towards the client organisation (and, if

relevant, other organisations or competitors). This

aggregate score is called the CARMA® Favourability

Rating.

The average favourability is the aggregated rating of the

media coverage analysed. This can identify the potential

impact of media reporting, and can be used to identify

trends and establish benchmarks for future data.

The criteria for analysis (such as topics and specific key

messages) are set up uniquely for each individual client

by a team of media analysis experts. These experts bring

their industry knowledge to identify

Average Favourability Explained

industry knowledge to identify key issues and attitudes

that appear in the media, answer clients’ key questions,

and, where relevant, provide recommendations for further

action.

The consistency of analysis is ensured in three key ways:

> Most of the variables analysed are objective criteria

(such as media name, positioning, sources’ names);

> The somewhat more subjective topics and

messages are identified by either exact phrasing or

acceptable alternatives, provided to researchers

before analysis begins; and

> iSentia uses multiple researchers on projects to

minimise individual subjectivity.

News media analysis methodology

18

Brandtology social media analysis is based on

keywords and channels that have been identified by a

Social Media Consultant (SMCs). SMCs work closely

with clients to determine what needs to be monitored,

how best to do this and how to ensure the deliverables

and reports meet the clients’ objectives.

Using these keywords and channels, relevant data –

such as author, content, date of content and influence

of author – is extracted from forums, blogs, news,

reviews, Q&As, microblogs, public pages on social

networking sites and video sites (comments only) from

the internet.

The extracted data is processed by multilingual natural

language processors to identify sentiments along a

five-point scale (very negative, negative, neutral,

positive, and very positive).

Processed data is stored in databases and accessible

via our Digital Conversation Management System

(DCMS). Analysis based on proprietary algorithms is

performed on the data to derive statistics, trends,

indexes and charts.

A priority rating is also calculated based on a

combination of the site and author influence.

Social Media Analysts (SMAs) access the data via our

in-house ticketing system to ensure the relevancy and

accuracy of the data, as well as to train the system to

process data more efficiently on behalf of the clients.

Once SMAs have checked the posts for relevancy and

sentiment, Social Media Research Analysts (SMRAs)

check for trends and gather insights that would be

relevant to the client, and produce a report.

Social media analysis methodology & glossary of terms

Social Media Metrics Explained

Engagement

Index

Quantifies the content creation and response

level of a particular subject. This takes into

account the number of conversations started,

as well as the number of relevant comments

and responses to the subject.

Influence

Index

Reflects the level of influence of a group of

online contributors discussing a certain

subject. Influencers are broken down into

bands of Very High, High, Moderate, Low and

Very Low Influence. Online contributors who

are active content posters or garner more

responses to their content will command a

higher individual influence score. High

Influencers have a higher weightage in

determining the Influencer Index score. The

higher the total Influence Index score, the

more influential the group of online

contributors discussing the subject are

considered to be.

Net Sentiment Measures the ratio of positive to negative

posts. A sentiment index value greater than 1

indicates a higher proportion of positive posts.

Reach Measures the width and depth of the subject’s

reach across individual channels and unique

voices, respectively.

Glossary of Terms

Category This refers to the highest level referencing a

logical grouping. A category may contain one

or more subjects.

Channel A source being monitored for posts.

Examples are forums, reviews, blogs, etc.

Influence

Score

The influence score weights the importance of

the author/commenter within his/her channel.

The score is within the range of 0 to 100.

Keyword A keyword is used as a search term in the

matching process to tag posts to the

associated subject.

Mentions Number of mentions or posts online.

Online Public Online public refers to a person or persons

discussing, writing, or posting on social media

platforms like blogs, forum sites, Q&A sites,

review sites or microblogs.

Sentiment

Scale

Very Negative, Negative, Neutral, Positive

and Very Positive.

Voice An author creating the post or a commenter

that made a comment.

Voice Growth The Voice Growth chart shows the number of

unique voices per day that have grown during

the time period. This provides an indication of

a “viral” growth type of view to show how

many more people are mentioning the

subject.

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