Tama Home
Basic Information
- Stock Code
- 1419
- Industry
- Construction Industry
- Category Detail
- Real Estate & Housing
- Prefecture
- Tokyo
- Establishment Year
- June 1998
- Listing Year
- March 2013
- Official Website
- https://www.tamahome.jp/
- TSE Information
- TSE Information
- Yahoo! Finance
- Yahoo! Finance
- Other Companies
- ワイ・ティー・エル・コーポレーション・バーハッド, Sumitomo Forestry, Sekisui House, LIKE, Open House Group, Iida Group Holdings, Keiai Star Real Estate, Sekisui Chemical, Fuji Jutaku, First Suitaken, Bwith, NAC
Overview
Tama Home is a housing manufacturer founded in 1998, specializing in low-priced wooden custom-built homes. It boasts sales volumes comparable to industry giants through nationwide expansion and cost reductions.
Current Situation
As of May 2023, Tama Home has 3,329 consolidated employees, with consolidated sales of approximately 186.9 billion yen and operating profit of 7.3 billion yen in the fiscal year ended May 2019, maintaining a solid financial base. Its core business is planning, development, design, and construction of low-priced wooden custom homes, sustaining sales volumes on par with major domestic companies. The company accelerated nationwide expansion after establishing its Tokyo head office in the 2000s, centering on housing while also engaging in real estate and insurance agency businesses. In recent years, it has actively promoted advertising, including acquiring naming rights for professional baseball stadiums and sponsoring various media to boost recognition. Although social issues related to management have been reported since 2021, it remains a leading player in the low-price, high-quality segment of the housing industry. Looking ahead, it will strategically pursue further cost competitiveness, brand value enhancement, and responses to national resilience and an aging society.
Trivia
Interesting Facts
- Company name derives from founder's surname 'Tamaki'
- Originated in Fukuoka Prefecture and achieved nationwide expansion in the 2000s
- Gained attention by acquiring naming rights for a pro baseball stadium
- Boosted recognition with CM song 'Happy Life Happy Home Tama Home'
- Brand penetration through CMs featuring diverse celebrities
- Strong planning capabilities for custom homes tailored to regional characteristics
- Specializes in high-quality wooden homes at low prices
- Tokyo head office establishment marked entry into Kanto market as turning point
- Large rooftop ad on Shinjuku Alta from 2006 to 2019
- Employee scandals reported, indicating existing social issues
- Model homes mainly in Greater Tokyo and Kyushu
- Operates real estate management and insurance agency beyond housing
- Strong family management with founder family at core
- Nationwide sales network and partner builder network
- Implements community contribution activities in collaboration with public facilities
Hidden Connections
- Local Fukuoka company succeeded in nationwide expansion via Tokyo entry
- Acquired naming rights for some Fukuoka SoftBank Hawks-related facilities
- Boosted recognition by featuring numerous celebrities and athletes in ads
- Expands into real estate management and food services through affiliates
- Parent company TAMAX positioned as major shareholder for founder family asset management
- Business model providing integrated loan and insurance services to home buyers
- Achieves low-cost construction through nationwide partner builder network
- Competes with major home makers like Sekisui House and Sumitomo Forestry while differentiating with low prices
Future Outlook
Growth Drivers
- Ongoing demand for low-priced homes responsive to demographic changes
- Expansion of demand for energy-saving and smart homes
- Improved market coverage through nationwide expansion
- Sales efficiency via digital technology utilization
- Price competitiveness through strengthened materials procurement
- Increased demand for barrier-free homes in aging society
- Eco-home普及 amid decarbonization society
- Brand recognition deepening through advertising strategies
- Renovation market activation
- Strengthened integration of real estate and insurance businesses
- Product development responsive to regional needs
- Enhanced responsiveness to diverse customer segments
Strategic Goals
- Maintain and expand detached home sales units to rival major companies
- Achieve energy-saving standards across all home lineups
- Realize over 50% smart house adoption rate
- Top-class brand recognition in major cities nationwide
- Full implementation of digital sales and design systems
- Achieve top-class domestic ESG standards
- Surpass 20% sales ratio for barrier-free homes
- Maintain customer satisfaction over 80%
- Integrate real estate, loans, and insurance businesses to reach 50 billion yen in sales
- Build sustainable housing supply model in collaboration with local communities
Business Segments
Construction Materials Procurement
- Overview
- Procures construction materials at low cost and supplies them to construction sites.
- Competitiveness
- Cost competitiveness through bulk purchasing
- Customers
-
- Own Construction Sites
- Partner Builders
- Construction Partner Companies
- Products
-
- Lumber
- Building Materials
- Home Fixtures
Design & Construction Services
- Overview
- Provides design and construction tailored to customer needs with thorough quality control.
- Competitiveness
- High-quality homes at low cost
- Customers
-
- Home Buyers
- Real Estate Developers
- Products
-
- Custom Home Design
- Construction Management
- Renovation Design & Construction
Real Estate Development
- Overview
- Real estate development services promoting effective land use.
- Competitiveness
- Planning and development leveraging regional characteristics
- Customers
-
- Real Estate Investors
- Land Owners
- Products
-
- Detached Home Development for Sale
- Land Utilization Proposals
Loan & Insurance Services
- Overview
- One-stop provision of finance and insurance services related to homes.
- Competitiveness
- Customer base enhancement through own sales network
- Customers
-
- Home Buyers
- Financial Institutions
- Products
-
- Home Loan Brokerage
- Fire Insurance
- Earthquake Insurance
Competitive Advantage
Strengths
- Low-priced high-quality wooden homes
- Nationwide expansion providing broad sales reach
- Strong brand power through advertising
- Thorough cost-reduction system
- Risk diversification through diversified businesses
- Product lineup responsive to regional needs
- Rapid design and construction management
- Trust from long track record in home sales
- Unique promotion strategies like pro baseball stadium naming rights
- Comprehensive insurance agency services
Competitive Advantages
- Securing detached home sales units rivaling industry giants
- Nationwide sales channels from urban to rural areas
- Bulk purchasing and efficient construction driving cost competitiveness
- Product variations accommodating diverse home needs
- Maintaining pricing power through strong materials procurement
- Brand awareness boosted by aggressive advertising exposure
- Customer retention through business synergies in real estate and insurance
- Consistent quality assurance while keeping low costs
- Customer touchpoints via region-specific model homes
- Differentiation through new technologies and smart homes
Threats
- Economic fluctuations destabilizing housing demand
- Intensifying competition in low-price home market from rivals
- Upward pressure on raw material and labor costs
- Stricter building standards and environmental regulations
- Risk of reputational damage from scandals
- Impacts from novel coronavirus and similar social conditions
- Shrinking housing market due to population decline
- Potential damage from natural disasters
- Adverse funding environment impacts
- Competitive decline from lagging technological innovation
Innovations
2022: Expansion of Smart House Introduction
- Overview
- Expanded smart house products enhancing home convenience using IoT technology.
- Impact
- Contributes to improved customer satisfaction and new market development
2021: Strengthening Sales of Zero Energy Homes
- Overview
- Expanded models of zero energy homes with enhanced energy-saving performance.
- Impact
- Expanded capture of environmentally responsive demand
2020: Cost Reduction through New Materials Adoption
- Overview
- Reduced construction costs by adopting new building materials via proprietary procurement routes.
- Impact
- Strengthened price competitiveness maintenance
2023: Reform to Solution-Oriented Sales Structure
- Overview
- Introduced customer problem-solving sales methods to improve sales efficiency.
- Impact
- Improved contract rates and customer satisfaction
2023: Introduction of Online Consultation System
- Overview
- System enabling online architectural consultations for remote customers.
- Impact
- New customer acquisition and strengthened COVID measures
2024: Development of Energy-Saving Renovation Products
- Overview
- Developed and plans to launch energy-saving renovation products for existing homes.
- Impact
- Capture of mid-to-long-term renovation market
2021: Promotion of Environmentally Friendly Materials
- Overview
- Increased adoption ratio of eco-friendly materials like forest-certified timber.
- Impact
- Improved sustainability evaluation
2022: Enhancement of Earthquake Resistance Technology
- Overview
- Introduced latest earthquake-resistant design technologies and construction methods for improved safety.
- Impact
- Elevated home safety ratings
2023: Planning and Development of Hybrid Homes
- Overview
- Launched new hybrid structure homes combining wood and steel.
- Impact
- Achieves both durability and design appeal
Sustainability
- Promotion of energy savings through improved home performance
- Active adoption of environmentally friendly materials
- Eco-home technology development through industry-academia collaboration
- Cooperation in preserving local natural environments
- Promotion of internal activities to reduce environmental impact
- Promotion of sustainable resource use
- Contributions to circular economy in local communities
- Respect for diversity including women's empowerment
- Logistics improvements for reduced environmental impact
- Strengthened community-based CSR activities
- Thorough health management for employees during the pandemic