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How to market projects off-the-plan successfully

Today we would like you to meet one of the key players behind Motion Property’s project marketing success, Nurit Brukarz. On a recent interview with Stan Zaslavski of Eagle Property, Nurit discussed the current trends and intricacies in marketing projects off-the-plan.

The team at Eagle Property did a really good job with the interview; we had to share the video with you.

Watch Nurit in action to learn more about:

  • Current trends and what developers have to prepare for at the moment to convert leads to sales
  • Costs and budgets for marketing campaigns
  • The role of social media like Facebook, Linkedin and Google Adwords campaigns for project marketing

 

Posted in In The Media, Market Commentary, Motion Property, Nurit Brukarz, Project Development, Question Time | Tagged , , , , , , | Leave a comment

Habitat – Construction Update

100 metres from South Melbourne Village and in the heart of Southbank’s cultural precinct, Habitat is a boutique development of 1 & 2 bedrooms apartments.
 
With construction of Habitat well on its way, we have had a rush of investors making their move to secure an apartment in this highly sought after project.

Development Status

Solid progress has been made with the north and southern precast panels being erected up to level 2.

The 3rd floor slab was prepared and poured today.
The blocks work walls on the ground floor are nearly complete.

Completion is on schedule as anticipated.

Settlement
Est. Quarter 1, 2013.

Construction Photos





Development Status

Posted in Apartments for sale, Motion Property | Tagged , , , , , , , , , , , | 2 Comments

Why some developments never get off the ground

A special guest blog post by Asaf Brukarz, CEO of PropConnect.

People outside of the property industry don’t usually get to see what happens behind the scenes of a typical property development. Some think that property development is as simple as building some apartments, advertising them on realestate.com.au once they’re complete and voila, you’re driving a Porsche.

Unfortunately, its not that easy. This post will look into the top 3 reasons some developments never get off the ground.

1. Not enough sales

Seems obvious, but the number one reason developments fail is that no-one wants to buy them! Less commonly understood are the reasons this may happen. Often, there’s not one, but a variety of causes. The units may be:

  • Too expensive or too large
  • Poorly designed
  • Lacking features expected by the marketplace (e.g. parking, balconies etc…)
  • Including features not wanted by the marketplace (e.g. gym, pool, etc…)
  • The wrong configuration for the target demographic

In addition to pricing and design factors, there are other parts of the marketing mix that will determine the project’s saleability, such as the marketing message and pitch, the effectiveness of the distribution method (this is where we come in) and the selection of distribution channels.

2. The banks won’t lend

A property developer needs to have a lot of confidence (guts/determination/stupidity?) when starting the development process. They have to buy and pay for a site, pay for consultants (town planners, architects, designers etc…) and submit plans to council before a single sale is made. They’ll also approach a bank to discuss their finance and often the bank will tell them that they need 70% of the building sold before they’ll sign the cheque.

However, sometimes even after achieving this target the banks may refuse to lend, sometimes because:

  • The property market has changed significantly
  • The sales don’t fit the bank’s ‘requirements’
  • The developer does not have enough margin on the selling price (!!!)
  • Sales took too long to achieve

When this happens, the developer is left to look for funding elsewhere, and if this doesn’t happen, the project will never get off the ground.

3. The developer runs out of money

Why would a developer who has a site, with plans, permits and some pre-sales would choose to sell the site rather than complete construction? As I’ve written above, by the time the developer gets to actually selling apartments, they’ve already spent very large sums of money on consultants and marketing. They then have to pay for advertising, sales people and referral agents to help them actually get sales. All through this time they continue to pay the holding costs on the land and their own administration staff.

If things take longer than expected, or the ducks don’t line up, the developer could run out of money. If this happens before they reach their required pre-sales levels, they would be forced to obtain external funding, or sell the site, complete with the achieved sales to another developer who may be able to complete the project.

 

*Click here for the original article
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Mother’s Day Special: Our Top Picks for Your Mother

Mother’s Day is approaching soon and we know that finding that perfect gift is sometimes hard. Just like finding the right property for you, our team is also very knowledgeable in the gift-giving department. We talked to our team and here are our top picks for a mother’s day gift:

1. “Hot air balloon ride over Melbourne with breakfast” – Ariel Brukarz, Managing Director

We all agree that Melbourne is a wonderful city, so why not give an opportunity for your mother to enjoy the city in a very special way –on a hot air balloon ride. Depending on the wind at dawn, this special gift brought to you by Red Balloon may take your mother over the CBD, inner suburbs, parks and gardens, with Port Phillip Bay creating the perfect backdrop as she discover this gorgeous city from the air. Afterwards, she will be treated with a champagne breakfast at the Hilton Hotel. Sounds like a perfect day to me. 

 

2. “A cooking demonstration at Oasis Bakery” – Nurit Brukarz, Marketing Director

Oasis Bakery is a Middle Eastern bakery and cafe that serves Lebanese-inspired pastry and cuisine. Noted in The Age’s Top 10 Cheap Eats 2010, Oasis Bakery also runs cooking demonstrations on Sundays and Wednesdays. Your mother can learn how to make macarons, duck tajine or Lebanese barbeque in 90 minutes. In addition, Oasis Bakery also operates as a grocery store that sells the finest staple ingredients from all over the world so she can shop for the ingredients as soon as the class finishes and recreate the magic at home. I think Mum will not be the only one excited for this gift.

 

3. “High Tea at Grand Hyatt” – Alanna Greene, Property Manager

As the name suggests, Grand Hyatt offers a grand experience of modern high tea. The high tea includes a selection of plain and fruit scones with double cream, jams and preserves; elegant finger sandwiches served on the traditional tiered platters; and a decadent array of desserts and pastries from the kitchens patisserie. Espresso coffee and the finest quality tea from T2 complete the package. Your mother will definitely spoilt by this incredible array of pastries, cakes and sweets.

 

4. “An all day pampering package at Hepburn Bathhouse and Spa” – Robert Coslovich, Motion Property Financial

The historic Hepburn Bathhouse and Spa is the original spa retreat within the Daylesford-Hepburn Springs spa region. The traditional communal bathing in warmed mineral water pools is available in the Bathhouse and the Sanctuary, with a range of hydrotherapies to choose from. This includes spa and relaxation pools, spa couches, aroma steam room and salt therapy pool. The Hepburn Bathhouse and Spa also offers a magnificent day spa where your mother can experience relaxing and reviving treatments which include private mineral baths, massages, facials, body scrubs, wraps and spa rituals. Our mothers has done so much for us, one day of bliss is the least we can give them.

 

5. “A complete season DVD box set of her favourite TV series, Prison Break” – Nandita Bangera, Sales Consultant

With so many great TV series out there, it is sometimes hard to keep track and watch it only when it’s aired. Why not treat your mum with a complete season DVD box set of her favourite series? My pick would be Prison Break, as my mum is an action fan.

Note:

If gun fights and car chases are not your mother’s cup of tea, Motion Property would also recommend the all time favorite Grey’s Anatomy or the series about the fast-talking mother-daughter duo, Gilmore Girls.

 

6. “Cook for her and get the family together for a nice home cooked meal” – Catuyen Hoang, Accounts  

There’s nothing better than spending the day together with your mother to celebrate Mother’s Day. Between work and socialising with friends, sometimes we forget that the thing that our parents want the most is to spend more time with you and create a special memory that they will cherish forever. Why not whip up something nice for a nice family meal? Try exploring your favourite recipe book, or try something from Nigella Lawson’s Feast and celebrate this special day with good food and a great time with your mother that money can’t buy.

Posted in Ariel Brukarz, Melbourne Life, Melbourne People, Motion Property, Motion Property Financial, Nurit Brukarz | Tagged , , , , , , , , , , , , , , , , , , , , , , | 1 Comment

Thirteen reasons why Melbourne is the best city in the world to invest in property

With a heading like this, we had to share this article written by Scott Keck, Executive Chairman of Charter Keck Cramer.

It was hoped by many investors that economic and investment fundamentals would settle down, stabilise, and provide an environment in which logical, sound, long term, low-risk decisions could be made for future medium- to long-term investment.

Unfortunately, this has not been so, and economic turmoil persists typified by the American economic downturn, the European debt crisis and the consequent global share market volatility.

During this drawn-out and extended period of investment challenge, cash has been favored, as is usually the scenario when other markets become less reliable.

This is particularly so in Australia, where the interest rates in global terms are relatively high, and the banks and capital guarantee institutions well governed and strong, in contrast to many alternatives overseas.

For this reason Australians have been saving more than ever and cash investment into Australia by overseas parties has also strengthened, one of the main causes for the Australian dollar maintaining above parity with the US for so many months. Amidst the turmoil and uncertainly, we have noticed at Charter Keck Cramer that beginning approximately eight months ago, there was a gradual turn to commercial property by shrewd investors, a trend that has now strengthened significantly.

So strong is this return in favor of property that our services to provide due diligence to prospective purchasers is in greater demand than in any period for many years, as I have noted in the forthcoming edition of The Asian Executive. Acting for both local and overseas investors, the focus is on the Australian east coast, Sydney and especially Melbourne.

  1. Australia, especially the east coast, and particularly Melbourne, is assured of sustained long-term population growth. This foreshadows excellent economic prospects, as strong population growth is the energy and primary growth factor of an expanding economy, and in a society such as Australia, creates strong demand for real estate in all classes.

  2. Over the past four years as a result of the GFC, the Australian markets, which usually depend on “speculative” accommodation, built without commitment, have been inactive. Consequently the vacancy rates in all property classes – not just residential but also retail, commercial and industrial – are very low, as a result of which rental values are likely to increase dramatically over the next six to seven years, enhancing yield returns and capital growth.

  3. Melbourne is the fastest-growing city in Australia.

     

  4. Australia has an outstanding geo-political location, in close proximity to the expanding economies of India and China.

  5. The Australian population and economy are relatively small, nimble and quick to respond in a proactive fashion to global challenges.

  6. Australia’s sovereign risk is extremely low to the point of being nonexistent.

  7. Australian politics is not polarised, but rather broadly balanced, and between both political parties, responsive to the private sector.

  8. Australia has a high and enviable level of corporate governance, particularly within its banking industry. The four major banks in Australia are well governed, have strong balance sheets, and remain supportive of the property sector.

  9. In Melbourne and Sydney, Australia’s two leading capitals, the private sector is responsible for 93% of all building construction and development. Accordingly, as population growth creates demand, the opportunities for the private sector are excellent.

  10. The Australian property markets are well educated, mature and in general terms, managed by world-class executives operating at levels of best practice.

  11. Australia’s long-term economic stability is well underwritten by its natural resources and export markets to the growing economies of India and China.

  12. The Australian economy is generally well managed.

  13. Over recent years there has been a dramatic increase in interest by Asian and European investors in Australian property, and this is likely to continue. Asian investors are keen to shift money out of their own countries, and European investors grow more fearful of an EU economic slowdown. By comparison, Australia offers low sovereign risk, a transparent market, ease of transaction, and strong growth prospects.

 *This article was published on the Property Observer on 21 November 2011. Please click here for the original article.

Posted in Finance, In The Media, Market Commentary, Melbourne Life | Tagged , , , , , , , , , | Leave a comment

Discovering Essendon North

By Nurit Brukarz, Marketing Director.


 

 

 

 

 

 

 

 

 

 

 

 

The team at Motion Property is happy to announce our newest project to sell in North Essendon – Amne.

Hailing from south of the river, I’m not too familiar with the northern suburbs of Melbourne. Prior to releasing Amne to our clients, I thought it would be worthwhile to make the trip to Keilor Road -North Essendon’s main street, to see what the area had to offer.

Our first stop was the Parisian Patisserie Bulangerie, owned by Le Cordon Bleu-trained pastry chef Neil McKenzie and his wife Majella, who spent some time living in Paris; they previously owned a couple of other Melbourne patisseries, St Germain in Essendon and French Quarter in North Melbourne.

Apparently, McKenzies’ plan was to “create a portal to Paris in the suburbs” – and sure enough, the place feels très French! The chic fit-out of polished floorboards and mirrors, offset by white walls and rustic chandeliers is just the beginning. The main attraction is the main counter, laden with divine pastries.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

McKenzie refuses to compromise on ingredients, using only Warrnambool butter in all the pastries because of its high-cream, low-water content and similarity to French butter. The result is an almond croissant or chocolate beignet worth joining the back of the line for.

Thank you Neil for bringing a piece of Paris to Melbourne.

Parisian Patisserie Boulangerie

19 Keilor Road, North Essendon. (03) 9379 3815.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Locals Also Recommend:

Perfect Pie – 255 Keilor Road. (03) 9379 7615

A little further down Keilor Rd, is this little gem.

If you love a good hearty pie, then a visit to Perfect Pie is worth the trip. Owner, Joseph Najjar pointed out his personal favourite – steak and mushroom pie. We weren’t disappointed and at $4 a pie, who can complain?

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

North Essendon Village Farmers’ Market – “Fall in love with local food”

Though we weren’t able to visit this popular farmers market, we’ve been told that its one not to be missed. Locals love the high quality of produce and the opportunity to meet local farmers and producers.

When: 2nd Saturday of the month, 8am-1pm

Where: Lincoln Park at the corner of Leake St & Lincoln Rd

More info: Visit Website  

 

 

Posted in Essendon, Melbourne Life, Motion Property, Nurit Brukarz, Suburb Profiles | Tagged , , , , , , , , , , , , , , | Leave a comment

All you need to know about negative gearing

written by Motion Property’s Tarkan Nakayiz.

It seems to have passed by with very little media comment, but there was some very important news last week that should make all my property investor friends sleep easier at night.

Having a negatively geared property allows you to deduct an investment loss from your income, including your salary. However, it shouldn’t be seen as a panacea for a dud investment choice. There are smart ways to use negative gearing, yet there are also hidden traps that can catch out the unwary and those who don’t research thoroughly.

If you borrow to buy a house or unit and the expenses are greater than the income, you are negatively gearing. The ATO will then give you back a percentage of this loss, to the extent of your marginal tax rate (that is, if you pay tax at 37 per cent, you’ll get back 37 per cent of the loss).

An investor’s strategy needs to center on the investment fundamentals, such as selecting the right property in the right area. How to fund it is a separate issue.

For most investors, though, the financial returns rely on long-term capital growth. In other words, the total capital growth must cover the upfront cost of the property, all the holding costs and other fees, such as council rates and stamp duty.

Negative gearing gives you a tax break while you wait out the 10 or 20 years needed to achieve good capital growth.

It’s vital at the onset that you find a balance between your cash flow and your investment.

You need to decide early whether you’re comfortable paying a $30,000 or a $15,000 shortfall out of your personal cash flow each year.

Also, consider what will happen if you lose your job or your partner stops working.

The risks of negative gearing can be the difference between a good night’s sleep and lots of tossing and turning.

For those who may not have realised it, the most recent data from the Tax Office showed that there are around 1.7 million Australians who utilised negative gearing to claim for net losses on a rental property last financial year. However, from time to time we see the odd grand standing politician raising the prospect of changing these important tax benefits. That happened last week when the leader of the NSW Labor Party raised the subject once again.

The good news is that the Federal Treasurer, Wayne Swan, was immediately on the front foot, ruling out any changes to the current negative gearing arrangements for investment properties.

This response was simply reaffirming that stance taken around two years ago when changes to negative gearing were ruled out as part of the “Henry Tax Review” in 2010.

See, you’re breathing easier already, right?

Posted in Finance, In The Media, Market Commentary, Motion Property, Tarkan Nakayiz | Tagged , , , , , | Leave a comment

The Rise of the West: All Eyes on Footscray

 

Footscray has always been a suburb of character, yet these recent years have seen it do a spectacular job of shaking off its long-held clichés and stigma. Instead, it is becoming increasingly recognised as one of the most happening, vibrant and edgy suburbs Melbourne has to offer to people from all walks of life, and thus a rich site of promising investment opportunities.

Once upon a time, Melbourne’s western suburbs were easy to overlook in terms of investment potential. However, a recent study for The Melbourne Magazine makes it clear that times are changing, and it is time to give the west its due. Footscray occupies a very comfortable position at number 37 on the list of Melbourne’s ‘most liveable suburbs’, outranking several traditionally more highly-esteemed suburbs such as Canterbury, Camberwell, Middle Park and Malvern East.

Footscray, with its locality to the Melbourne Central Business District (just six kilometres from the city), its inherent cosmopolitan ethos and its thriving arts scene, has always been bubbling over with potential. The waves of migrants whom assimilated into the area in the past have made Footscray the melting pot of diverse cultures and tolerance it is today celebrated for.  Today, it finds young singles, couples, local families and working professionals crowding to the area and it is not difficult to understand why interest in the area has skyrocketed. 

To say it has come a long way would be an understatement. The efforts of the Victorian and Maribyrnong government have a huge hand in the rapid development of the area. The ‘Footscray Renewal Program’ has worked magic over the last four years with the investment of $52.1 million to ‘revitalise metropolitan and regional centres to make them economically stronger; better places to live and work’. The project has transformed Footscray into a safe and attractive civic hub.

One major attraction to the area is, without doubt, the food- to eat in Footscray is to experience the neighbourhood. Here, diversity manifests in Chilean bakeries, Asian groceries, trendy bars and cafes and hot restaurants whose specialties range from Indian to Turkish, and African to Korean food. Another gem to the area is the suburb’s renowned artistic community. It is home to the Footscray Community Arts Centre which celebrates contemporary art, community engagement and multicultural arts. Many of its projects have toured nationally and worldwide- for example the avant garde initiative Snuff Puppets which has gained global acclaim.

This bustling, multicultural, hot new locale has finally started to be acknowledged in monetary form. There have been a number of new developments and properties built up in the area and as the pressure for medium-density living increases, so it has become an increasingly attractive site for sustainable investment.

The Melbourne Magazine continues to list Footscray as one of the more affordable out of Melbourne’s top fifty suburbs, yet this too is undergoing dramatic change. With the suburb’s transformation and the subsequent gentrification of the area, so have home values here been steadily on the rise. The median price of units in West Footscray is estimated at $290 000* but this number is not likely to stay put for long.

Many real-estate investors have recognised the sizeable capital gains to be had because of the suburb’s locality to the CBD, and the fact that the gap in prices between the western and the eastern suburbs is rapidly closing. The Age has recently reported cases of investors actually doubling their capital gains in the area as time goes by. Good yields seem in the cards as the hot-and-happening area continues to draw in a large number of interested occupants. Such low vacancy rates** promise sizeable rental returns for smart investors.

One up and coming property location is JAR Development’s new project Savvy Apartments, situated but 8.8km from the CBD in West Footscray, 3.8km from Victoria University and easily accessible via the nearby train station. It enjoys excellent entry price points and is thus an ideal investment for those wishing to share a slice in the flourishing area without spending a fortune.

These one and two bedroom apartments’ enjoy large floor plans, extensive balconies, modern furnishings and low owner’s corporation fees. With prices set to soar in this thriving suburb, such a well-priced property offers an outstanding and sustainable investment opportunity to any interested owner-occupier or investor.

The transformation and rising popularity of Footscray echoes the rise of suburbs of Carlton, Fitzroy and Port Melbourne ten to fifteen years ago. With such indications of high capital growth, it is a fact that such affordability cannot last and property prices in Footscray are set to ride the next wave.This really is an area ripe for the picking; the time is now.

http://apn.domain.com.au  
 **http://sqmresearch.com.au

Posted in Apartments for sale, Footscray, Melbourne Life, Motion Property, Suburb Profiles | Tagged , , , , , , , , , , , , | Leave a comment

Stories from the West

Over the past few years, we have seen the increased popularity and demand in Melbourne’s  Western suburbs. It seems we aren’t the only ones that that see the potential this untapped area has and believe that the Western suburbs are going to be Melbourne’s next hot spot –think Carlton, Fitzroy or Port Melbourne of 15 years ago.

With that in mind, property investors should definitely start looking to the Western suburbs for high growth investment opportunities.

Not convinced yet? Below are excerpts of two interesting articles on Footscray and living in the west that were published in The Age’s December 2011 issue of The Melbourne Magazine. 

 

West Side Story by Michelle Griffin:

In the endless battle for boasting rights between suburbs north and south of the Yarra, the west has often been overlooked. But the study of Melbourne suburbs… could tilt the debate on its axis: it turns out the west is home to many of Melbourne’s most improved neighbourhoods. It may be time we started thinking of this city not as divided north and south by the Yarra, but divided east and west by the winding Maribyrnong.

Let’s start with Footscray, a civic hub that has spent the past decade shaking off its Romper Stomper reputation as one of the city’s toughest suburbs. On the latest liveability rankings, it sits just outside the top 10 per cent of Melbourne’s highest-ranked suburbs, at number 37. What’s remarkable is that old Foot-scary now outranks several suburbs that acquired earlier real-estate cachet, including St Kilda, Williamstown and even Camberwell. It’s also miles ahead of its obvious hipster rival, Brunswick, way back at number 90.

Footscray’s neighbouring villages have all done well, too. Arty, eco-conscious Footscray West, ranked at 55, is considered more “liveable” than either North Melbourne or Caulfield (56 and 57).

Over the past decade, our western suburbs have begun to play the same role that multifaceted Brooklyn does in New York: a grittier, wittier, rival metropolis. The Big West Festival, wrapping up in November, is no community fiesta but a sprawling multi-culti biennale that talks up the inner west as Melbourne’s true artistic heartland. This is where the film industry lives, where the artists’ studios are, where the plays debut, where the music morphs in hybrids of African, Asian and electronic forms.

This artistic renaissance is harnessed to the west’s working-class sensibility, as defined by its battling footy club, neon signs and musty 19th-century street names. Each wave of migrants, from the Italians to the Vietnamese to the Africans and Indians, have remade the neighbourhoods. Now the latest wave of newcomers will make their mark. But the largest group of new residents won’t bring a new language: 2812 English-only speakers arrived between 2001 and 2006. They are families with young children; double-income professional couples; and singles, arriving either as professionals or students.

You can read the changing fortunes of the inner west by walking down Eleanor Street. This suburban drag is technically in Footscray, but most residents think it’s West Footscray. They shop in Barkly Street village, commute from West Footscray Station and send their children to West Footscray schools where, in the words of one mother, “the prep mums are getting progressively groovier”.

Most of the houses on Eleanor Street are pretty double-fronted Edwardians with well-tended verandahs and big backyards, selling for more than $700,000 – a figure many easternites might find shocking. It’s also home to several development opportunities. Plans for 11 three-storey townhouses on the site of a nursing home have just been approved, despite a local campaign to stop it.

By the end of 2011, Maribyrnong will have 6333 new dwellings, well on the way to the 15,800 new homes the council thinks the area needs in the next 20 years. While the City of Maribyrnong is pro-development, the state’s Planning Minister, Matthew Guy, is even more gung-ho, approving a 25-storey tower on a former car yard near the river.

The west is still Melbourne’s industrial heart – with the benefits that brings for local residents (jobs) and the downsides (trucks, chimneys, noise) but even that’s changing: many of the area’s newest housing estates are on former industrial sites. Willow Park in Maidstone was once the factory belt. The Binks Ford site next to Footscray Railway Station is earmarked for $500 million worth of shops and residences. At the bottom of Eleanor Street, across Barkly Street, the old Olympic tyre factory next to Whitten Oval is being transformed into Banbury Village. The graffiti-bombed concrete has been peeled off the curved brick facade of the main office, which dates back to 1939.

Kathy Henry moved into the estate a year ago, tired of commuting to the Docklands from Romsey, near Macedon. “I met one of the older residents who said (our street) used to be houses for factory workers before (the factory) expanded,” she says.

“He said it was really nice to see it taken back.” Local artist Mary Long has decided she’s all for a high-density neighbourhood. “Bring it on,” she says. She’s glad the shuttered industrial site she used to walk past at night will now be full of townhouses. “It was quite a desolate stretch.”

A resident for 15 years, she opened Post Industrial Design, a shop and gallery, on Barkly Street in February. On its walls are the streetscape photographs of her friend Sarah Watt, the West Footscray filmmaker who captured her own neighbourhood in her most recent film, My Year Without Sex. As Long sees it, she was lucky enough to buy in the 1990s, so she’s ready for high-density living if it means affordable homes for those coming now. “The prices around here are pushing all the artists out,” she says. She just hopes development doesn’t homogenise the west. “I would hate to see the diversity pushed out. I love the crazy shops, I hope we will always have a little bit of the craziness.”

 

 *click here for full article

Posted in Apartments for sale, Footscray, In The Media, Melbourne Life, Suburb Profiles | Tagged , , , | Leave a comment

Advisers Find Property the Way Forward For Businesses and Clients

written by Motion Property Financial’s David Millis.


Love it or hate it, direct residential property has demonstrated incredible resilience throughout the global financial crisis. While there is speculation and general acceptance that prices are too high, many investors are more tolerant of fluctuations in value compared to traditional financial products. This is because rental yields do not depend on the capital value of the property.

Many institutions including ANZ, RBS and RBA agree that Australian direct property will continue to produce solid growth over the long term. In fact, given the forecast 400,000 housing shortage 2015, some still argue that there are significant gains to be made.

However, there are still risks associated with purchasing property. Currently, there are over 72 marketing companies that work exclusively with particular developers and are paid to source direct clients and “close deals.” These companies use various sales techniques to prey on individuals and provide biased recommendations that do not consider the circumstances of the investor at all.

Some financial planners and accountants are taking these marketing companies head on. These financial planners and accountants are providing clients an alternative solution that puts the client’s needs first. At the same time they are creating business activity and generating revenue.

They all agree that the secret to making this a success is:

  • Consider the clients circumstances first: use an organisation that will do their own comprehensive analysis of the client, and then find a property to suit their particular needs. “This must include in some cases saying no to property all together. In many cases, clients want to leverage into to property because they would like to keep up with the Joneses. However, it is difficult to find a partner that is prepared to reject new business because it is in the best interest of the clients.” Ian Baker initiated his property advice model only 3 months ago. He has found that one of the most important drivers of success is to understand your limitations in providing property, and to find a partner that can provide professional and independent advice and support.

 

  • Throw away your traditional portfolio construction models: The GFC and current investment conditions have challenged traditional portfolio construction models. As part of a more intelligent value proposition, Mark Nagle has been providing advice that includes considering investments in residential property for over 10 years. He has established a robust and successful model that firstly identifies a need and then streams into a one stop referral arrangement.“My priority is delivering a sustainable value proposition to my clients and property is one option that many clients are comfortable with.” Given its lack of correlation to the share market he agrees it can be an important investment proposition for many Australian investors. “Advisers are hung up on how to fit direct property into their client portfolios and their own business models. Modern portfolio theory has and continues to fail many clients, advisers should reconsider the way they look at residential real estate in terms of both their clients and their businesses as it can be very successful for both.

 

  • Research: Ben Hall looked at a large number of property advisers before he partnered with a business that offered sophisticated and independent property research. He argues that every purchase needs to be comprehensively researched by an expert that is independent of the developer. “When we invest clients’ money into shares, there is an inordinate amount of research and professional advice available to us to rank a product or opportunity. Property is one of the largest investments our clients will ever make; it needs to be researched thoroughly. We finally made the decision to partner with a group that takes about 4 weeks to research every property.”

 

  • You can’t sell a secret: Unless you are proactive and know how to find ways to communicate with your clients, you won’t get any enquiries in residential property. Jason Garde started to introduce the concept to clients via a variety of mediums including emails; seminars; direct mail and good old fashioned phone calls. None were successful in isolation but the campaign worked wonders when combined. “My clients have never been approached by me with regards to property services. Why would they suddenly talk to me about it? It takes time for them to trust any new offering or idea that I propose. Therefore, I need to build trust by educating them and proactively communicating with them in a variety of ways.”

Clearly, property is paving the way for some advisers during these turbulent times. The secret is to find the right partner that will adequately support your business and provide the right advice to your clients.

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