In 2021 or 2022 I outlined how to find property USPs for Straits Residences, a Penang serviced residence by going on site : https://360kiranaresidence.com/for-real-estate-agents-negotiators/property-usps-a-case-study-straits-residences. It took me at least two days to plan, visit and talk to tge developer’s sales staff, other real estate agents, take pictures before I assembled a list of USPs for Straits Residences.

But now in 2025, I discovered there is an even quicker way by using AI to find any property’s USPs and X Factor (defined as an USP rivals don't have )

On a recent two day trip to Kuala Lumpur to meet my Kirana tenant I took the opportunity to also visit The Conlay Signature Suites, a JV by E&O, a big property developer . See https://theconlay.my/?utm_source=google&utm_medium=cpc&utm_campaign=The_Conlay_MY_Search&utm_source=google&utm_medium=cpc&utm_campaign=The_Conlay_MY_Search&campaignid=22697015038&adgroupid=186911140051&keyword=conlay%20by%20e%26o&device=c&gad_source=1&gad_campaignid=22697015038&gbraid=0AAAAAqw4XvWOzRUKSCtHFdzYXa2SIpvBO

MT , a new REN who recently joined the real estate industry, met me at the ground floor lobby and whisked me up to 35F where the showrooms were located. We discussed briefly the design aesthetics of the Conlay's layered latticed exteriors that resembled a honeycomb. A sort of mini balcony that provides some shade for the apartments within.

I noted the same Singapore architect firm Kerry Hill was also responsible for my 25 year old Kirana Residence.

As an ice breaker M shared his background in finance and banking, broadly similar to mine in investment banking and institutional investment research. He happened to know MC (a property investment mentor of sorts to me), who he mentioned was an ED at his previous job.

I found M was a skilled marketing professional. Unlike many RENs I have encountered over the years, he had very good product knowledge of the high end KL property market. I was impressed. With 25+ years experience as a property investor, I think it takes a lot to impress me. 🤪

M was also likeable. I remembered an old adage, if you can't be smarter than your competitors, at least be nicer. It was refreshing to meet up with an agent who actually listened to what buyers want. These days, many Real Estate Negotiators just want to push me to buy their projects. They have zero interest in my needs

As I left,I casually enquired if M could get me 5 USPs and a X Factor for the Conlay Signture Suites. One final test. M had mentioned he was a business management graduate earlier. I therefore assumed he knew all about USPs and why seasoned investors like me always ask for them.

A few days later I followed up on the promised USPs. He said he had been busy with family matters. I of course understood. Your family matters more than your job

So I offered to show M how to use Gemini AI to find USPs & X factors for any properties in the Brickz.my database.

My Conversation with Gemini

“Identify at least 5 USPs for The Conlay Signature Suites, Kuala Lumpur and one X Factor (a USP that only The Conlay Signature Suites has)

The Conlay Signature Suites, Kuala Lumpur: USPs and X Factor

Based on available information, here are at least five Unique Selling Propositions (USPs) for The Conlay Signature Suites, Kuala Lumpur, and one "X Factor" that sets it apart from the competition.

Unique Selling Propositions (USPs):

Strategic Location and Connectivity:

The property is situated in the prestigious Kuala Lumpur City Centre (KLCC) and is directly next to the Conlay MRT station. This provides residents with easy access to major commercial hubs, shopping malls like Pavilion Kuala Lumpur, and the Bukit Bintang shopping belt.

Prestigious International Collaboration:

The Conlay is a collaborative effort between Eastern & Oriental Berhad (E&O), a premier Malaysian lifestyle developer, and the Mitsui Fudosan Group from Japan. The architectural design is the final project of the world-renowned Kerry Hill Architects, giving the development a unique and distinguished pedigree.

Five-Star Hospitality and Services:

Residents can enjoy a serviced apartment lifestyle with 5-star hospitality services provided by E&O Concierge. These services include a 24/7 concierge, an exclusive chef for private dining, and a comprehensive handyman solution (optional services with additional charges).

Premium Facilities and Amenities:

The development offers a wide range of luxurious facilities, including heated swimming pools, fitness centers, jacuzzis, sauna rooms, a multi-purpose lounge, and various entertainment rooms (meeting, music, billiard, and multimedia rooms).

Freehold Land Ownership:

The Conlay is built on freehold land, which is a significant advantage in the Kuala Lumpur City Centre area, where many properties are on leasehold land. This provides long-term value and security for property owners.

X Factor:

The Final Work of Kerry Hill Architects:

The Conlay stands out as the final project designed by the late, internationally acclaimed architect Kerry Hill. His signature style, characterized by sleek lines, detailed craftsmanship, and a unique interplay of light and shadow, is evident throughout the development. This makes The Conlay not just a residence, but a piece of architectural history, offering a level of design distinction that cannot be replicated by any other project.

What do You think of the capability of Gemini to find USPs and identify X factors?