In 2021 I outlined how to find property USPs by going on site : https://360kiranaresidence.com/for-real-estate-agents-negotiators/property-usps-a-case-study-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 (a US other 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 between E&O and Japanese developer

A property agent (MT) met me at the ground floor lobby and whisked me up to 35F where the showrooms were located.

I noted Kerry Hill, a well known Singapore based architecture firm which coincidentally was also responsible for my 25 year old Kirana Condominium at 7 Pinang designed the Conlay Signture Suites too. H

MT 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) at his previous job.

I found MT to be a marketing professional. Unlike many RENs, MT 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

MT was also likeable. Eg My iPhone 7 needed a recharge and he immediately lent me his own charger. He was polite and enquired about my criteria for investment. It was refreshing to meet an agent who actually listened to what buyers want. Most Negotiators just want to push me to buy their projects

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

Then I offered to show MT 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?