Boosting a company's sales eightfold and creating jobs for people in the neighborhood seems more like the fable of King Midas than reality. Some people will immediately consider it a miracle. Others might wonder and doubt. But that's exactly what Angga Budi Kusuma, President Director of Pesona Kahuripan Group, did.

"I'm just acting out what God has assigned to me. All of this could not have happened without God's greatness," Angga said in a humble tone, when contacted by SUAR, Friday (3/10/2025).

How unbelievable. The life trajectory he experienced from an office errand boy to a managing director in eight years is impossible to imagine without divine intervention. For Angga, hard work is not enough without a spirit of surrender to the Almighty.

Angga Budi Kusuma's name suddenly came into the spotlight after receiving praise from President Prabowo Subianto at the 26,000 FLPP KPR Mass Acad and Key Handover event at Pesona Kahuripan 10 Housing, Cileungsi, Bogor Regency, West Java, Monday (29/9/2025).

The President expressed his respect for the achievements of Pesona Kahuripan Group President Director Angga Budi Kusuma, who has built nearly 15,000 housing units in 8 years. Prabowo called Angga, who was once an office boy, a proud citizen and an inspiration for hard work for young people.

"If someone who used to be an office boy can make a profit of up to Rp120 billion a year, not using fraud, not using corruption, someone who is very simple and has no connections, then this is a son of Indonesia that we should be proud of! I am a general, I respect you. I believe there will be other Angga-Angga because of hard work. You have succeeded," said the president.

Success story

In an exclusive interview with SUAR on Friday (3/10/2025), Angga revealed the various strategies he used to grow the developer, to successfully build nearly 15,000 housing units in a decade.

In the current climate of competition between various developers, building subsidized housing is not a common choice. With profit margins that are not as big as those of cluster housing or apartment developers, why does Angga still do it?

"As long as we have the principle that my benefits should benefit others and have a strong mental foundation, any challenge will not be an obstacle," he said.

The principles that Angga holds consistently did not fall from the sky, but rather an accumulation of experience and the ups and downs of pursuing a career from the lowest level: an office boy without any degree, except for a high school diploma.

Empowered citizens

The development company Pesona Kahuripan Group was established in 2013. Angga only joined the development company four years after its establishment, in 2017. Since the beginning, Pesona Kahuripan has been working on the housing segment for Housing Financing Liquidity Facility (FLPP) beneficiaries.

"However, the realization at that time was that only 1,000 units were sold within 4 years. At that time, I entered as an office boy. By paying close attention to the way things were done, I was promoted to marketing officer, and started looking for ways to increase sales," Angga opens his story.

At that time, there was no special marketing knowledge that Angga learned from school. Everything was self-taught. After mastering the basic skills, he went straight into marketing the house with the principle of serving everyone as well as possible. He did not want to waste the trust of being a salesperson that he gained at that time.

"I served everyone who came, from angry customers, customers who needed help, customers from other marketers who raised their hands. On the other hand, I also went to various companies and offered these houses," he continues.

Like a body deprived of blood, Angga decided to push the pace of the company that could only sell 250 houses a year with a loan capital of Rp700,000,000 from an acquaintance. A 1-hectare plot of land in Cibeber Hamlet, Kahuripan Village, Cileungsi, Bogor, West Java became his property. There, Pesona Kahuripan opened a new canvas with a 68-house project. Turns out, it's selling like hotcakes!

"Sales have since risen sharply. In 7 years, we have been able to sell 14,000 housing units. Very significant, from an average of 250 units a year, now 2,000 units a year are sold, or eight times as much. The key is to utilize social media massively and aggressively." How do you do that?

Angga assigns eachsalesperson to make posts 4 times a day, and has a minimum of 3 social media accounts. This means that one salesperson can make at least 12 social media posts a day. The target is not too big: each salesperson is targeted to sell 1 house every month.

"I empower Pesona Kahuripan residents to become salespeople with the condition that they have never been salespeople before. I teach and mentor them. With a total of 400 salespeople today, if each person uploads 12 times, it means that there are 4,800 posts selling Pesona Kahuripan houses on social media every day consistently," he said.

There was no lure that Angga used to attract Pesona Kahuripan residents to work for him other than operational money of Rp50,000 a day and a sales commission of Rp3,500,000 for each house sold. Apparently, the offer was considered attractive and residents signed up. After a week of intensive training, they were sent to the field.

"Alhamdulillah, they now earn an average of Rp12,000,000 every month," said Angga.

Management intervenes

Without being awkward, Angga admits that his company has no interest in competing and defines business competition differently. Also, Pesona Kahuripan Group has never set a corporate culture or grandiose vision. Like water, he let the business flow by only maintaining two things: quality and service.

"A simple example. When other developers build roads after the houses are finished, we do the opposite: the roads are built before the houses are ready. In addition, if the walls of other subsidized houses only have one layer of wall, the walls of Pesona Kahuripan houses must be two layers, so they are more sturdy," said Angga, revealing a few of his kitchen secrets.

Angga himself considers that his company sells well not only because of its quality, but also in terms of its location, which is close to the center of economic circulation and the highway. Indeed, Angga admits, the price of land close to the center of the crowd is more expensive, but he admits that it is not a problem.

"Strategic location means simply: being in a neighborhood close to buyers. If the price is expensive, just buy it, as long as there is a profit. It is certain that the location near the buyer's neighborhood will run out quickly. The business will continue to revolve, because selling is not difficult," he emphasized.

As the number of achievements continued to increase, Angga did not see the position of managing director as a title to be proud of, but rather a trust that he had to shoulder as a leader. Therefore, instead of sitting idly behind a desk, Angga applies hands-on management in sales.

This practice seems simple, but not all CEOs are capable of it. Hands-on management means there are no boundaries between the director and his subordinates. Going directly to customers who complain, giving explanations to residents when housing is flooded, or seeing the road repair process, is not something Angga is unfamiliar with.

This pattern not only makes the leader close to the subordinates, but makes a superior have detailed knowledge and be able to troubleshoot in a targeted manner. According to Angga, expecting a business to grow by letting your subordinates fight alone while expecting them to remain loyal to the company is nothing more than a dream in broad daylight.

"I do hands-on management for one reason: I am just like them. I was born into a poor family, started from the bottom of the ladder, and want to set an example that being a leader means standing at the front, not just sitting watching at the back," Angga says confidently.

Expecting a business to grow by leaving people to fend for themselves while hoping they remain loyal to the company is nothing more than a daydream.

Will not lack

In the midst of rampant competition between home development companies, Angga does not deny that prioritizing quality is a challenge. He admits that he does not blame subsidized housing developers for making a large number of houses, but not considering the safety of buyers.

For him, the quality of the houses he builds is a fixed price to gain the trust of buyers. In order to maintain it, Angga invests large capital without fear of loss. This is because once the buyer has trusted him, nothing can hinder his progress.

"I don't need wealth. It is others who need it. If He permits, the wealth will be channeled through me. I also need knowledge, but the purpose is for me to share it back, because for me, there is nothing that I can master alone," he explains.

Angga proved that commitment by designing a concept that followed up on the vision of Minister of Housing and Settlement Areas Maruarar Sirait. He poured the concept into a manual book that he shared for free about the Pesona Kahuripan business. According to him, if it is well understood, many people will be interested in starting a property business and becoming a developer of subsidized houses.

"I have to be big, I have to be rich, so that I can freely share with others. Sharing does not reduce sustenance. When we do business to benefit others, there luck and ease will come," Angga explains. A winning pioneer, for Angga, has one asset that will never be defeated by others: mental steel.

"I believe that everyone has the right to be rich, but the opportunity is not there yet. Right now, I am an entrepreneur, hopefully God will portray me to be the one who provides that opportunity for others to be like I am today," he concluded.

I have to be big, I have to be rich, so that I can freely share with others.