Home Position

Basic Information

Stock Code
2999
Industry
Real Estate
Category Detail
Real Estate & Housing
Prefecture
Shizuoka Prefecture
Establishment Year
December 1989
Listing Year
June 2022
Official Website
https://www.homeposition.co.jp/
TSE Information
TSE Information
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Yahoo! Finance
Other Companies
Tama Home, Y.T.L. Corporation Berhad, Sumitomo Forestry, Sekisui House, Shisuroke, Open House Group, Iida Group Holdings, K. I. Star Property, Sekisui Chemical, Auto Server, Rigua, Fuji Housing, Nack

Overview

Home Position is a house builder centered in Shizuoka Prefecture, established in 1989, with strengths in design-oriented and reasonably priced detached houses for sale, holding approximately 30% regional market share.

Current Situation

Home Position recorded net sales of approximately 13.4 billion yen, operating profit of about 700 million yen, and net assets of about 3.1 billion yen in the fiscal year ended August 2021, maintaining stable operations. Centered in Shizuoka Prefecture, it has bases in five prefectures: Tokyo, Kanagawa, Aichi, and Saitama, focusing on the design, construction, and sales of detached houses for sale. To achieve differentiation in design, it recruited Good Design Award-winning designers and newly established a Design Strategy Office. While maintaining reasonable pricing, it focuses on product development to enhance livability and performance, deploying "Geovista" as its main brand. Moving forward, it aims to maintain its top regional market share by balancing the creation of beautiful townscapes and providing optimal locations for customers. To ensure sustainable business operations, it strictly complies with laws and regulations, thoroughly manages high-quality construction, and continues to improve customer satisfaction. It is advancing new market development, expansion of product lineups, and sales efficiency improvements through digital initiatives.

Trivia

Interesting Facts

  • Company name signifies excellence in 'home' and 'location'
  • Strong regional roots in Shizuoka since founding
  • Dedicated Design Strategy Office within the company
  • Emphasis on townscape design in subdivided land
  • Continuous detached house sales business since early days
  • Multiple Good Design Award wins
  • Mid-sized company with over 100 employees
  • Product trademark 'Geovista' is a proprietary coinage
  • Listed on Tokyo Stock Exchange Standard Market
  • Sales network spanning from Tokai to Kanto with multiple bases
  • Led long-term by President Hiroyuki Ban no
  • Registered architect offices in Shizuoka and Aichi
  • Flexible response to housing needs by region
  • Business model specialized in new detached house sales
  • In-house integrated management from design to construction

Hidden Connections

  • Close collaboration with local real estate agents.
  • Ongoing transaction relationships with major building materials manufacturers.
  • Conducts town-building projects in cooperation with local governments.
  • Maintains high design quality through registration as a first-class architect office.
  • Brand strengthening through recruitment of Good Design Award-winning designers.
  • Improved customer satisfaction via integrated land and building sales.
  • Holds approx. 30% housing share strength within Shizuoka Prefecture.
  • Successfully strengthened funding base through listing.

Future Outlook

Growth Drivers

  • Increasing housing demand in suburban urban areas
  • Successful differentiation leveraging design strengths
  • Strengthening of regionally embedded sales expansion
  • Growing market needs for environmentally considerate housing
  • Response to regulatory changes enhancing energy efficiency

Strategic Goals

  • Maintain and expand top regional market share
  • Over 50% ratio of environmentally considerate products
  • Breakthrough annual sales of 20 billion yen
  • Strengthen financial base through improved equity ratio
  • Complete introduction of digital sales and design systems

Business Segments

Land Procurement and Development

Overview
Business of selecting superior locations, developing them as residential land, and selling.
Competitiveness
Site selection expertise and regionally embedded land acquisition capabilities
Customers
  • Local Governments
  • Real Estate Agents
  • Landowners
Products
  • Residential Land Development

Design and Construction Management

Overview
Achieves high-quality design and construction management, focusing on maintaining building quality.
Competitiveness
In-house designers and rigorous quality control
Customers
  • Construction Companies
  • Construction Partners
Products
  • Housing Design Services
  • Construction Management Services

Housing Equipment Provision

Overview
Procurement and management of energy-efficient equipment and materials.
Competitiveness
Active introduction of energy-saving equipment
Customers
  • Equipment Manufacturers
  • Suppliers
Products
  • Housing Equipment
  • Interior Materials

Competitive Advantage

Strengths

  • Regionally focused with approx. 30% share in Shizuoka
  • Housing offerings emphasizing design
  • Achievement of reasonable pricing
  • Recruitment of Good Design Award-winning designers
  • Extensive sales network with multiple bases
  • In-house designer-led design management
  • High commitment to quality control
  • Diverse subdivided land development capabilities
  • Prompt response to regional customer needs
  • Long-term trust and customer base

Competitive Advantages

  • Differentiation through sophisticated townscape creation
  • Strength in bundled land and housing sales
  • Fine-tuned marketing by region
  • Integrated management from design to construction
  • Product development balancing design and livability
  • Multi-base expansion centered on suburban urban areas
  • High competitiveness from maintained reasonable prices
  • Business model emphasizing regional community building
  • Performance improvements via active adoption of latest equipment

Threats

  • Rising land prices and acquisition difficulties
  • Risk of fluctuating construction material prices
  • Intensifying regional housing market competition
  • Construction delays due to labor shortages
  • Rising construction costs from natural disasters
  • Unstable housing demand due to economic fluctuations
  • Risks from revisions to building standards law
  • Increasing competition from new entrants
  • Delays in responding to diversifying consumer housing needs

Innovations

2021: Recruitment of Good Design Award-winning Designers

Overview
Along with the establishment of a new Design Strategy Office, renowned designers were brought on board to enhance product value.
Impact
Improved housing design quality and brand strengthening

2021: Geovista Trademark Registration

Overview
Acquired trademark for unified brand to promote brand recognition.
Impact
Boosted brand power leading to sales promotion

2020: Nagoya Branch Expansion and Sales Base Strengthening

Overview
Relocated branch and strengthened sales organization to accommodate expansion in Nagoya metropolitan market.
Impact
Expanded regional market share

Sustainability

  • Promotion of low-environmental-impact construction materials
  • Design of highly energy-efficient housing
  • Preservation of local environment through use of local resources
  • Thorough recycling of construction waste
  • Promotion of collaboration with local communities