How is the Cove often full even though it is labeled as “expensive”?

We are well aware that the discussion that often occurs about the stigma of our products. “COVE is an expensive boarding house”, “how come the price is like a house installment?”, This is the contents of the comments column that is often mentioned on social media coverage accounts even though the price of the property has not been revealed. Cove products may feel intimidating, or too far from reach, which might be his own concern.

But in the midst of this perception, during this 2025, numbers residential level Coves in Indonesia have exceeded 80 percent.

In the article that opens the segment Journal of CoveWe will deepen how the bay navigating branding From the public related to prices in Indonesia and continue to strengthen business performance, without reducing the quality or price of our offer.

First and especially, we always hug branding “high quality.

Brand “Exclusive Kost” arose because the service standard which from the beginning of the Cove tried to get up. Cove carries a standard offer from its headquarters in Singapore which is more focused on the scheme resembling Apartments are served which is not only comfortable, but also stylish In terms of design. This standard then covers the cover to follow the preference of rental residential in Indonesia which is more inclined to the boarding format than the apartment, and ultimately presents more “exclusive” boarding houses when compared to boarding that are often encountered in Indonesia.

Then, the Cove began to enter Indonesia when the world was faced with Pandemi Covid-19. The Pandemic period may be a very, very heavy time for many people, where the vacation is a luxury that was long taken away from us, Wherever we are. Everyone tries to find ways to keep enjoying their days even with PSBB rules, looking for accommodation in the city or starting to work remote In other cities. Anything to kill boredom.

Yes, staycation can be one of the choices. But, staying for a longer period of time in a residence that feels like a hotel produces a different sense of satisfaction. So, we built our brand around it. Property full of aesthetic ala interior trends in gen Z, service HousekeepingInternet, Communal Area, Smart TVâ € “everything you need to be able to Super-duper enjoy time at home. For this above average facility, of course the price of the COVE offers must match the operational costs, and this is where the beginning of the emergence of the perception that the Cove has a more premium price than the price of other conventional boarding markets. For some companies, this might be a concern, especially with economic conditions at that time.

But, this functions for COVE. We participate in learning to bring a residential is a primary need that cannot be negotiated for the people of Indonesia, and they are willing to spend more ‘and some even saved’ to be able to ‘repeat’ to homes according to their comfort standards. Believe it or not, The Pandemic period is a time when our company grew the most rapidly as long as the cover operates in Indonesia.

Finally, we understand that the exclusive boarding market is visible niche This is actually great in Indonesia.

Second, letting the Cove product advertise itself.

Like other boarding platforms, Coves have a lot of attention to marketing, websites, meta ads, tiktok ads, cabbage, seoâ € “of course this is in the COVE ad strategy. But one of the ad channels that has a big influence on our performance is Content made by users or UGC.

Encouraging UGC itself cannot be done only from marketing strategies. The main factor is in our interior design which is our great focus in Indonesia. In the article World Art Day 2025 We, Cove reveal how we have manual The design that we consistently use. Manual This is indeed in the principle very much in accordance with the interior design trends today with the shapes of the circle and the color games that we use, but there is one thing that is of great concern of our interior team: Designing a room that is not only good when viewed eyes, But also good on the camera lens. This becomes so important for the Cove that we invest from the company in the process of transformation of partners’ property landlord We, something that is not done by many other boarding operators.

The principle that prioritizes the aesthetics of this visual content is also covered to other marketing aspects, such as the high standards that we hold in taking property photos to make it look extra beautiful on our websites and social media, Key message on short for the cabbage, to the strategy Tenant’s involvement we.

Talk about engagement tenant, We feel that residents are the biggest advocator in the growth of COVE. In internal research, we found that 1 in 3 of our residents decided to live in the coverage because of the recommendations of the people around him. With that, we invest in our tenants.

At Cove, we have a team that we call “Tenant Experience”, dedicated to building living experience and the community of residents. We hold various exclusive activities for residents based on data on what activities are becoming a trend on social media such as running and cooking classAnd Here he is. Â € ˜ Appropriate activity for content ‘, Producing UGC from our residents.

Our partnership team also moves based on data on the brands that are the interests of the residents. Through this partnership, we can present special discounts that can be claimed by uploads on social media, up to free from the brand to the residents Once again, decent content. For example, Coves often share what we call a cover welcoming kit for new residents, namely Goodie bag With various items from well -known brands such as Whitelab and Nacific. Not only that, Coves also often hold incident marketing like Coveuphoria or becoming location For the event brandwho shared a lot free and encourage participants to upload content to social media.

With that, it is said, “Classy Representation” owned by the Cove currently grows from long strategies, commitments, and planning in Indonesia. And, we will continue to develop to meet these expectations, rather than lowering our standards for other ideals.

If you also have property and want to go into the co-living industry, Cove offers overall property management services. Learn more here.

---

Written by Citra Rufina
Marketing Manager, Cove Indonesia