42A - 50A Middleton Avenue Castle Hill
COLLIERS SUBMISSION
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4 2 A - 5 0 A M I D D L E T O N AV E N U E , C A S T L E H I L L
Thank you for the opportunity to present our thoughts and recommendations to you on behalf of Trifalga Property Group for the sales and marketing of the residential off-the-plan apartments at the 42A - 50A Middleton Avenue, Castle Hill development.
THE BEST PEOPLE Our high performance and results driven culture means that we only recruit the industry’s best. From our Directors to our on the ground sales team, everyone is as passionate about property as they are experienced. Your project will be serviced from beginning to end by our most senior team members, all of whom have worked in premium developments and delivered quality results for their clients.
42A - 50A Middleton Avenue, Castle Hill presents an opportunity that Colliers looks forward to being involved with within Castle Hill’s new Showground precinct. The development with its highly recognised project team, quality finishes and facilities provided in addition to the connectivity to Castle Towers and the new Showgrounds Metro station is unsurpassable.
THE BEST RESULTS Our team have more experience with premium developments and greater overall project results than any other team in the industry and our track record speaks for itself. Our strategy at all times is focused on minimising your risk and maximising your returns, never at the compromise of our service, the customer experience, or the Trifalga Property Group brand.
From concept to completion and through a culture of service excellence, our experts work together to maximise the potential of property and accelerate the success of our clients. Our team of experts specialise in development site acquisition and sales, launching and selling out residential projects from the largest multistaged mixed-use developments right down to the boutique, individual residential sales and complete property management services.
The value we bring to this partnership extends well beyond our expertise in marketing and selling. Colliers not only think about the project at hand, we also continue to bring new site opportunities to you. We will provide expert advice and guidance to ensure that your investment in us continues to add value to you.
Colliers will work alongside Trifalga Property Group to ensure the best strategy and pricing is set, and 42A - 50A Middleton Avenue, Castle Hill development is brought to market efficiently through each stager release, to deliver record returns for Trifalga Property Group from both a financial and a brand perspective. When your agency is the face of your brand you want to ensure absolute credibility with who is representing you. Partnering with the Colliers team assures you:
Our full proposal follows and we look forward to your response and questions. Yours Sincerely,
THE BEST KNOWLEDGE Our access to industry leading intellectual capital alongside our ongoing market analysis delivers you consistent, credible and real time knowledge of the changing residential marketplace and the performance of your project. We will provide expertise and direction on all aspects of your project including market positioning and branding, research, marketing initiatives, sales, and stakeholder engagement, and rounding off by working with you to set the most effective launch and sell down strategy.
Peter Chittenden Managing Director, Residential Colliers
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COLLIERS SUBMISSION
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Contents 01
Market Analysis 06
02 Pricing 22
03
Sales & Marketing Strategy 24
04 Fees 50
05
Appendix A - Draft Marketing Budget 53
Market Analysis
4 2 A - 5 0 A M I D D L E T O N AV E N U E , C A S T L E H I L L
The North West Region Market Snapshot
PRICE TREND
TRANSPORT
Throughout 2019 and 2020, and in line with the broader Sydney market, the North West of Sydney saw a slowdown in property price growth due to absorption of apartment supply and decreased buyer sentiment due to Covid-19. Buyer confidence during 2021 has increased from the previous years, along with decreased supply of apartments available for sale in Castle Hill. Whilst much of the price growth in Castle Hill has been within the established market, we feel that demand will transition to off-the-plan throughout 2022 with an increased participation by investors. As of September 2021, Castle Hill has seen an average annual price growth of 9.16% for houses
As part of the North West Growth Precinct, the completion of the North West Metro line will be the major transport provider for residents in the area, providing a 45 minute train ride to Sydney CBD. The Hill’s bus network also provides residents a commute to surrounding city centres, Rouse Hill, Castle Hill, and beyond.
INFRASTRUCTURE The NSW Government has committed heavily in the growth of the North West region to support the ongoing need for this housing, transport infrastructure and social infrastructure. The North West Metro train line is the major infrastructure project driving the development of housing precincts currently providing convenience for new residents to get to surrounding employment centres. In 2019, the state government announced a proposal for further tax levies in Western Sydney areas surrounding the new Western Sydney Airport to fund infrastructure projects.
and 6.38% for units.
S U P P LY General supply throughout North West Sydney has remained in the high range over recent years. Notably, we have seen an increase in single residential lot amalgamations and land rezoning to accommodate medium to high density residential housing. The NSW Government estimates that a further 92,000 homes will be developed in the North West over the next 2030 years. Traditionally, much of this density has been in the form of land releases and medium density/ townhouses, however we estimate that high density residential apartments will become another primary housing option, particularly within priority precincts along the new North West Metro train line.
BUYER PROFILE Throughout 2021, the resounding buyer demographic across greater Sydney continued to trend towards owner occupiers. This was reflected by sales data in the North West region, seeing a strong presence of families and downsizes. First home buyers continued to be active in 2021, particularly where pricing aligned with applicable government grants. We anticipate these trends to continue into 2022, with a particular focus to quality and convenience. In respect to the Investor market, we expect this buyer profile to emerge in the coming months due to an all time low in interest rates, optimism of potential capital gains from recent price growth across Sydney and ongoing infrastructure spend in the North West.
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COLLIERS SUBMISSION
Buyer Profile From our experience of successfully selling out off-theplan projects, we believe the success of your project will be underpinned by our ability to position the project in the core target market, provide an exceptional ‘presentation’ of the display apartments, manage and control the sales path and buyer journey, and importantly provide reasonably competitive pricing to make the overall proposition compelling enough to maintain sales momentum. We believe the primary target market will be an owner occupier and downsizers followed by an increasing participation of investors throughout 2022. Outlined on the following page is a summary of the key buyer groups.
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LOCAL OWNER OCCUPIER
Participation •
The owner occupier has been a strong participator in the market over the past 2 years
•
The reduction of investors in the previous years has created a more appealing marketplace for owner occupiers with less competition and less pressure on decision making
•
Owner occupiers have a stronger focus on quality of finishes and apartment layout
•
Typically, owner occupiers will take longer to transact often requiring multiple inspections
(Young Families, Couples & Singles) •
Convenience and lifestyle of living within Sydney’s North West.
•
Employment opportunities amongst new infrastructure investment
•
High quality apartment living
•
Luxury finishes included within the apartments
•
Resident amenity
THE INVESTOR
Participation
•
Long-term investor appealing to the growth story of the North West growth corridor along with new infrastructure within the Showgrounds precinct
•
The investor has been a low-participant over the past 2 years driven by tightening of lending conditions and reduced market sentiment due to Covid-19
•
Expected rental returns for high quality apartment living in a connected location
•
•
Potential for longer term capital growth and reduced risk profile
Early enquiry levels by investors have increased in recent months however this is yet to convert to sales. We anticipate increased participation throughout 2022.
•
Depreciation associated with the investment
THE DOWNSIZER
Participation
•
Appealing lifestyle of Sydney’s North West
•
•
Convenient connection to public transport in addition to new modes of transport
In recent years, downsizers have resulted in purchasing in the North West due to growing prices, quality stock as well as being connected to both destinations and established friends and family.
•
Quality of design and inclusions
•
•
Low maintenance living with large dining and entertaining space
Quality apartments have been available, allowing downsizers to sell their home, yet remain in the same area.
•
Safe community
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Future Supply CASTLE HILL
The Hills has been identified as a high growth precinct in Sydney with density, employment, and occupation levels similar to that of the Sydney CBD. Over the next five years, The Hills Shire is forecasted to construct approximately 8745 new residential dwellings at an average supply rate of 1749 new dwellings constructed each year.
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There are currently 4 developments under construction in Castle Hill, which will supply 1570 new dwellings at an average of 392 per project, showing the scale of the projects additionally there are another 4 developments under development approval which will provide 2427 units to the area in the next five years. An additional 1054 new dwellings across 4 developments are in Development application. These 12 developments will provide 5051 new apartment dwellings in Castle Hill in the next five years. It is anticipated that 1-15 Carrington Road will potentially launch in 2023 and will consist 1,610 apartments. From our analysis, there will be two projects with development approval due to launch in Castle Hill over the remainder of 2021 and 2022 consisting of 492 apartments. Therefore, timing is crucial in the Showground precinct and we feel over the next 6-12 months is the best opportunity to launch the 42A - 50A Middleton Avenue, Castle Hill development.
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Below is a list of the current developments either currently in-market, recently sold or coming soon consisting of 10 or more apartments with in Castle Hill, Baulkham Hills, Kellyville and Norwest. This information was sourced from The Hills Shire Council and Cordell Connect.
UNDER CONSTRUCTION
Project/ Address
No. Apts
Developer
Mix
Levels
Launch
17 Balmoral Rd, Kellyville
290
Decode
TBA
5
2017
2B Hector Ct, Kellyville
53
Toplace Pty Ltd
16 x 1 Bedroom 31 x 2 Bedroom 6 x 3 Bedroom
4
2018
182-186 Hezlett Rd, Kellyville
181
Kanebridge Group
1 x 1 Bedroom 14 x 2 Bedroom 35 x 3 Bedroom
5
2018
178-180 Hezlett Rd, Kellyville
94
24 x 1 Bedroom Ausdwell Investments 66 x 2 Bedroom Pty Ltd 4 x 3 Bedroom
4
2018
19-21 Withers Rd, Kellyville
93
Balintore Developments
TBA
5
2019
29 Dawes Ave, Castle Hill
85
Sydney CBD
12 x Bedroom 58 x 2 Bedroom 15 x 3 Bedroom
8
2019
85-19 Balmoral Road, Kellyville
198
Merfad Group Holdings
51 x 1 Bedroom 147 x 2 Bedroom
5
2019
16-26 Chapman Avenue, Castle Hill
266
Unknown
55 x 1 Bedroom 159 x 2 Bedroom 52 x 3 Bedroom
9
2020
12-14 Barry Road, Kellyville
145
BTS Austra;oa
26 x 1 Bedroom 96 x 2 Bedroom 23 x 3 Bedroom
5
2021
3-9 Fishburn Cresent, Castle Hill
296
Bridgestone Projects
7 x 1 Bedroom 154 x 2 Bedroom 20 x 3 Bedroom
10
2021
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UNDER CONSTRUCTION CONTINUED
Project/ Address
No. Apts
Developer
Mix
Levels
Launch
28 Memorial Avenue Kellyville
49
Hunter Street Commercial Pty Ltd
49 x 4 Bedroom
2
Mid 2018
Toplace Pty Ltd
205 x 1 Bedroom 678 x 2 Bedroom 40 x 3 Bedroom
20
Mid 2018
7
Mid 2020
51-53 Old Castle Hill Road, 923 Castle Hill
9 Spurway Drive, Norwest
56
Sekisui House
15 x 1 Bedroom 36 x 2 Bedroom 4 x 3 Bedroom 2 x 4 Bedroom
47 Spurway Drive, Norwest
130
Sekisui House
TBA
12
Mid 2022
Windsor Road, Kellyville
53
Unknown
TBA
0
Early 2021
49 Withers Road, Kellyville
43
Revelop Projects Pty Ltd
10 x 1 Bedroom 26 x 2 Bedroom 7 x 3 Bedroom
4
Mid 2018
19-21 Withers Road, Kellyville
93
Balintore Developments
TBA
5
Mid 2019
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DEVELOPMENT APPROVAL
Project/ Address
No. Apts
Developer
Mix
Levels
Anticipated Launch*
21 Balmoral Road, Kellyville
109
Newell Capital Pty Ltd
20 x 1 Bedroom 89 x 2 Bedroom
5
Mid 2023
7-23 Cadman Cresent, Castle Hill
315
Castle Hill Panorama
TBA
6
Early 2023
6-12 Garthowen Cresent, 196 Castle Hill
Kassis Homes
18 x Studio 31 x 1 Bedroom 107 x 2 Bed 40 x 3 Bed
18
Mid 2022
227-241 Hezlett Road, Kellyville
150
59 x 1 Bedroom Ausdwell Investments 90 x 2 Bedroom Pty Ltd 1 x 3 Bedroom
4
Mid 2022
1 Hillview Road, Kellyville
110
Deicorp
7 x 2 Bedroom 92 x 3 Bedroom 11 x 4 Bedroom
2
Late 2021
5-9 Withers Road, Kellyville
224
Wakefield Ashurst Developments & Jotown International
7 x 1 Bedroom 156 x 2 Bedroom 8 61 x 3 Bedroom
Late 2022
30 Regent Honeyeater Gr, 63 Kellyville
Sekisui House
15 x 1 Bedroom 41 x 2 Bedroom 7 x 3 Bedrooom
Late 2022
125-127 Showground Rd, 296 Castle Hill
71 x 1 Bedroom Ecospective Property 166 x 2 Bedroom 13 59 x 3 Bedroom
Early 2023
1-5 Carrington Rd, Castle Hill
1620
Deicorp & Landcom
TBA
21
Mid 2023
101 Stone Mason Dr, Kellyville
58
Unknown
TBA
0
Mid 2019
Lot 3 Windsor Rd, Kellyville
0
Unknown
TBA
0
Late 2018
83 Windsor Rd, Norwest
33
Unknown
33 x 4 Bedroom
3
Early 2022
15 Withers Road, Kellyville
59
Unknown
39 x 1 Bedroom 18 x 2 Bedroom 2 x 3 bedroom
5
Late 2022
5
*The above launch dates are estimates and determined based on conversations with sales agents, developers and foercasted construction commencement date.
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COLLIERS SUBMISSION
D E V E LO P M E N T A P P L I C AT I O N
Address
No. of Apts Developer
Mix
No. of Levels
Launch
2-4 Alessandra Dr
63
Unknown
TBA
2
Mid 2022
15-17 Ashford Ave, Castle 68 Hill
Deicorp
5 x 1 Bedroom 40 x 2 Bedroom 23 x 3 Bedroom
6
Early 2023
2 Mandala Pd, Castle Hill 431
Deicorp
TBA
20
Mid 2022
21 & 25 Hughes Ave, Castle Hill
Trifalga Property Group
65 x 1 Bedroom 143 x 2 Bedroom 7 53 x 3 Bedroom
Mid 2022
Mulpha
29 x 1 Bedroom 113 x 2 Bedroom 50 x 3 Bedroom 4 x 4 Bedroom
Mid 2022
Unknown
71 x 1 Bedroom 152 x 2 Bedroom 9 62 x 3 Bedroom 2 x 4 Bedroom
Mid 2022
57 Windsor Rd, Norwest 29
Unknown
29 x 3 Bedroom
2
Mid 2022
89 Windsor Rd, Norwest
Unknown
21 x 2 Bedroom 12 x 3 Bedroom
2
Mid 2022
261
40 Solent Circuit, Norwest 196
2-12 Sexton Ave, Castle Hill
294
33
14
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E A R LY P L A N N I N G
Developer
Mix
No. of Levels
Status
22-34 Ashford Ave, Castle TBA Hill
Unknown
TBA
0
Early Planning
93-107 Cecil Ave, Castle Hill
460
Merc Capital
TBA
0
Early Planning
1 Columbia Ct, Norwest
311
Merc Capital
TBA
28
Possible
Old Windsor Rd, Kellyville TBA
Sydney Metro & Landcom.
TBA
0
Possible
40 Solent Circuit, Norwest 864
Mulpha
TBA
26
Early Planning
Address
No. of Apts
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COLLIERS SUBMISSION
Comparable Projects We have included below a summary of four key residential off-the-plan projects within Castle Hill and surrounding locations. These projects are currently in market and will provide a benchmark for apartment pricing within 42A - 50A Middleton Avenue, Castle Hill development.
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GRAND REVE
8- 18 Garthowen Cresens, Castle Hill DEVELOPER
Kassis Homes
NO OF APARTMENTS
196
NO. OF LEVELS
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LAUNCH DATE
March 2021
Pricing sourced from sales agent in May 2021 based on available units: Internal (m2)
Price
Rate ($/m2)
Type
Min
Max
Min
Max
Min
Max
Studio
40
42
$560,000
$575,000
$13,690
$14,000
1 Bed
50
88
$655,000
$725,000
$8,239
$13,100
2 Bed
74
114
$835,000
$1,295,000
$11,284
$11,360
3 Bed
95
138
$1,295,000
$1,825,000
$13,225
$13,632
CHAPMAN GARDENS
17-27 Dawes Avenue, Castle Hill DEVELOPER
CG Group Projects
NO OF APARTMENTS
266
NO. OF LEVELS
6-9
LAUNCH DATE
November 2019
Pricing sourced in October 2021 from sales agent based on available units: Internal (sqm)
Sales Price ($)
Rate ($/sqm)
Type
Min
Max
Min
Max
Min
Max
1 Bed
50
56
$625,000
$660,000
$11,785
$12,500
2 Bed
75
116
$835,000
$1,200,000
$10,345
$11,133
3 Bed
93
136
$1,055,000
$1,400,000
$10,072
$11,344
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COLLIERS SUBMISSION
ORIEL 29-35 Dawes Avenue, Castle Hill DEVELOPER
CDB Core
NO OF APARTMENTS
85
NO. OF LEVELS
8
LAUNCH DATE
October 2019
Summary of apartment prices sourced from developer (Available Units): Internal (m2)
Price
Min
Max
Type
No.
2 Bed
1
80
$845,000
3 Bed
2
100
$1,135,000
$1,150,000
SKYVIEW
5 1 - 5 3 O l d C a s t l e H i l l Ro a d , C a s t l e H i l l DEVELOPER
Toplace
NO OF APARTMENTS
923
NO. OF LEVELS
23
LAUNCH DATE
August 2017
Pricing sourced in October 2021 from sales agent based on available units: Sales Price ($) Type
Min
Max
1 Bed
$675,000
$740,000
2 Bed
$865,000
$950,000
3 Bed
$1,195,000
$1,130,000
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Pricing
The apartment pricing will constantly be reviewed in accordance with weekly enquiry, market response and take up rate throughout the sales and marketing campaign.
4 2 A - 5 0 A M I D D L E T O N AV E N U E , C A S T L E H I L L
Outlined below is a summary of the first draft of the indicative price points for the off-the-plan apartments at 42A - 50A Middleton Avenue, Castle Hill project. This pricing has been provided in accordance with the current market conditions and taking into consideration alternative competing supply.
Internal Type
No.
%
Min
Price
Max
Min
Rate ($/SQM) Max
Min
Max
1 Bed
65
25%
50
60
$595,000
$765,000
$10,583
$14,200
2 Bed
143
55%
75
116
$810,000
$1,120,000
$8,304
$13,896
3 Bed
53
20%
97
150.4
$1,200,000
$1,500,000
$9,009
$13,551
Total
261
100%
50
150.4
$595,000
$1,500,000
$8,304
$14,200
Based on the above indicative price points, we believe an average rate of $10,500 to $11,000/m2 is achievable for the off-the-plan apartments at 42A - 50A Middleton Avenue, Castle Hill. Price Escalation Modeling Years of developing and launching residential projects places our team with unmatched insight into implementing strategies for price growth. Our marketing and sales processes are supported by our custom built Project Management Tool which tracks all project activity including enquiries and leads across stock levels to effectively manage escalation through the launch and sell out period of each stage. We will price each apartment individually to ensure we maximise the value potential from each apartment. Our carefully managed release and sales processes (outlined on page 28) ensures that we generate high levels of enquiry for all apartments and urgency from the market to drive further price increases through the sales process. Our experience in the Hills region acknowledges the depth of the market especially for a project of high quality, convenience and accessibility. Our sophisticated modeling centralises the stock release, pricing and sales process ensuring no additional revenue is missed and accurate information on stock levels and interest is available at all times.
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Sales and 02 Marketing Pricing Strategy
4 2 A - 5 0 A M I D D L E T O N AV E N U E , C A S T L E H I L L
Marketing Strategy
PRODUCT Diverse Layouts and Qaulity Finishes Highly appealing to a wide demographic of buyers, the diversity in apartment layouts, sizes, aspects, as well as the high quality finishes will be a major drawcard to purchase within the 42A - 50A Middleton Avenue, Castle Hill development.
LO C AT I O N Convenience and Parkside Convenience within any development draws high demand with the project being only 700m from Hills Showground Metro and the being only 2km from Castle Towers. The development is also positioned across from Cockayne Reserve.
LIFESTYLE Amongst Urban Living Aspiring to the new infrastructure development within the Showground precinct, and drawn to the outskirts of Castle Hill town centre whilst maintaining the social and urban lifestyle that fringe to most CBD’s.
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COLLIERS SUBMISSION
Marketing Elements
DEVELOPMENT OF YOUR BRAND AND VISION A strong brand and vision for the project needs to be created to ensure that all marketing activities achieve cut through and provide motivation for potential buyers to connect with the project. The project brand captures what is unique about the development and is what resonates with buyers.
YO U R C R E AT I V E A N D P U B L I C R E L AT I O N S AGENCY Colliers will assist in selecting the right creative and public relations (PR) agency, who we will then lead with you to the delivery of this brand and vision, ensuring all elements are delivered within budget and on time. We work with a number of agencies across Sydney and have excellent relationships with all of them. Colliers can assist with your appointment process when required. Due to the nature of this type of project, we would recommend appointing a creative agency and PR firm that has a sound understanding of developing strong memorable brands and experience for customers. Moreover, in this digital era, we will look to partner with a creative agency and a PR firm that is strategy-driven and forward thinking. The creative agency and PR will be required to produce visually rich solutions combined with focusing on the strong brands of the project.
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M A R K E T I N G C O L L AT E R A L REQUIRED We have outlined below the core elements of a sales and marketing strategy which we propose for 42A - 50A Middleton Avenue, Castle Hill: •
Brand creative in collaboration and positioning with the appointed creative agency
•
Robust communications and PR plan in collaboration with appointed PR agency
•
High quality display suite
•
High quality photography, video and computer generated images (CGI’s)
•
Building project model
•
Project website
•
Project listings
•
Animated electronic direct mailers (EDM)
•
Sales books for display suite & iPad version for mobile sales representatives
•
On-site signage
•
External signage (option to be explored)
•
Press advertising collateral
•
Digital and social advertising collateral
•
Immersion room / Large format digital screens
•
Virtual 360 Tour - Mobile sales agents, channel agents and offshore campaigns
Outdoor Signage - The target market are heavy commuters. High impact formats on outdoor signage will be considered e.g. Castle Towers Metro Station, Showgrounds Metro Station and Castle Towers.
Social Media - Using key social platforms to deliver high levels of reach, while considering the target market demographics, behaviour and interest data
•
Property Digital - To reach a heavily engaged audience in the market for a new property by tactically targeting them as they do their research on the property sites
•
Property Audience Extension – Communicating to an audience looking for a new property by retargeting them using audience data from REA and Domain, across Pre-rolls and Facebook
•
Website Retargeting -Strategically retarget those consumers already in the marketplace who have visited the project website
•
Search Marketing – Directed at those people actively searching for a new apartment
•
Email Marketing – Using a combination of property site audience data and databases including Colliers, the project database.
•
Content Marketing – To connect with the market with engaging content as an alternative to traditional advertising
•
Geo Fencing - To reach prospective purchaser considering other alternative projects and key locations by targeting them with advertisements for 42A - 50A Middleton Avenue, Castle Hill in order to keep it top of mind
We undertand you will be constructing a display suite onsite and we recommend a location with as little impact from when construction commences as possiible. We propose a sample kitchen, bathroom, bedroom, living area plus a dedicated sales area. This display suite can be further discussed in detail upon appointment.
Following is an outline of the recommended initiatives.
•
•
Colliers has designed over 500 display apartments and sales suites of the last 10 years. The display suite does not just depict the quality of the project, it is an opportunity to showcase your brand and the quality and integrity behind it. It is not possible to over-stress how vital the sales suite is. A well designed and managed facility will drive sales momentum especially during the VIP appointment and sell through phases of the project.
Colliers’s understanding of the buyers gives us a unique advantage in how to target these individuals and groups and the way in which they prefer to consume information. This forms the underlying basis of our recommended digital media for your project. Whilst we do feel a large proportion of buyers will come directly from the Colliers database and extended networks, we recommend the below marketing activities to ensure extended reach is achieved to build sales velocity and demand.
On Site Signage – We would highly recommend site signage. 42A - 50A Middleton Avenue, Castle Hill is located in a visible location and therefore signage would generate a large number of enquiries.
Press - To reach a heavily engaged audience we would recommend having a presence in the Domain Magazine and Chinese print
D I S P L AY S U I T E D E S I G N A N D O P E R AT I O N S
R E C O M M E N D E D D I G I TA L A N D ONLINE MEDIA
•
•
A full proposed draft marketing budget for the preparation of the project and the release of stage 1 is provided in Annexure A.
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COLLIERS SUBMISSION
Project Staging Due to the size and scale of the project, we recommend releasing the project in two stage with building B being the first release consisting of 160 apartments. As building B has quite a large number of apartments, we recommend the engagement of our Partner Network Agents to maximise our opportunity at achieving a strong volume of sales. We have chosen building B as the first release due to the variety of apartment types within this building which provides the opportunity for various different price points to target a wider pool of buyers. We anticipate a sell-through of 128 apartments (80%) within 12-18 months. As we achieve 80% sell-through of stage 1, we will prepare to release stage 2 which will include buildings A & C consisting of 101 apartments. As buildings A & C are smaller in size than building B, the results achieved in stage 1 will set a benchmark for price points within stage 2. We therefore feel their will be great opportunity for price escalation and we anticipate a sell-through of 81 apartments (80%) within 12 months.
SUMMARY: •
Stage 1 – Building B (160 apartments)
•
12-18 months = 80% sold
•
Stage 2 – Building A & C (101 apartments)
•
12 months = 80% sold
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Project Timeline Through every phase of the sales and marketing campaign, Colliers will monitor the project at every step of the timeline, being proactive to implement the strategy and reactive to market behaviour to ensure the best outcome. In our Executive Team, we have some of the industry’s most experienced results-driven project marketers that will tailor the sales and marketing strategy for your project to the market to ensure we achieve the most cut-through from marketing activity whilst minimising your cost per sale to ensure a strong return on your investment. We will closely manage and monitor all processes on the ground and ensure the buyer journey is perfected and maximising sales rates.
PHASE ONE: P R O J E C T P R E PA R AT I O N A N D S O C I A L I SAT I O N
PHASE TWO: VIP ‘COMING SOON’ C A M PA I G N
• Appoint Colliers
Sales Activity
• Appoint creative & PR agency
•
Commence socialisation of the project
• Undertake branding and develop PR strategy
•
Commence advertising of the project
• Install on-site signage
•
Qualify enquiry and book VIP appointments for launch weekend
•
Buyers will be notified of price ranges
•
Briefings to channel networks (Third-Party agents)
• Prepare marketing collateral • Confirm a location, design and construct the display suite • Review Trifalga Property Group website and track record • Commence PR and promotion of Trifalga Property Group brand
Marketing Activity • Continue PR campaign • On-site signage
• Review pricing, confirm prior to project launch
• EDM to Colliers database
• Engage with Colliers databases with a ‘Coming Soon’ message
• Print media commences
• Preliminary engagement with channel networks (ThirdParty agents)
• Social media and content marketing commences • Digital media and property listings
PHASE FOUR: GRAND OPENING/ PUBLIC LAUNCH
PHASE FIVE: S TAG E 1 S E L LTHROUGH
Sales Activity
Sales Activity
•
Undertake VIP appointments
•
Stage 1 sell-through and prepare for release of stage 2.
•
Educating buyers on next steps to purchase
Marketing Activity
•
Secure initial apartment sales
•
•
Re-connect with enquiry that haven’t undertaken a VIP appointment and invite them to the display
On-site signage: update the messaging
•
Content articles: focus on the buyer profile (predominantly owner occupier)
•
Content via property platforms: domain.com.au and realestate.com. au
• EDM to Colliers database: new creative with further project information
•
Print media: continue with evolved messaging
• Print media: continue with evolved messaging
•
Social media and content marketing: continue with evolved messaging
• Social media and content marketing: continue with evolved messaging
•
Digital media and property listings: continue with evolved messaging
• Digital media and property listings: continue with evolved messaging
•
Events: to engage with target market
PHASE THREE: VIP LAUNCH
Marketing Activity • On-site signage: continue with evolved messaging
Continue private appointments & commence open for inspections
COLLIERS SUBMISSION
Sales and Marketing Strategy P H A S E O N E : P R O J E C T P R E PA R AT I O N A N D P R E M I N A R Y S O C I A L I SAT I O N 3 Months (Nov 2021-March 2022) During Phase 1, we will commence the preparation of the sales and marketing for the project which includes engaging the creative agency and commence the development of the project brand, marketing collateral and design and install of preliminary marketing such as on-site signage. This phase will be a pre-socialisation phase to generate early interest in the project in preparation for the VIP Campaign and VIP Launch Weekend when the display suite will be complete. During this time, we will work closely with the appointed PR agency to develop a strategic media and press campaign to generate strong interest within the project and elevate the Showgrounds precinct as Sydney’s hidden gem within the North West.
P H A S E T W O : V I P ‘ C O M I N G S O O N ’ C A M PA I G N 2 Weeks (March 2022) In Phase 2, we will continue to socialise the project and will increase our lead generating activities. At this point our Coming Soon campaign will commence on the online platforms (Domain. com.au and RealEstate.com.au), social media and press. During this phase, we will implement our strategic media and press coverage campaign to generate strong interest by targeting specific identified buyer groups and those who are not necessarily looking at Castle Hill. We will showcase your project as an opportunity not to be missed. At this stage we would also send out communication to the Colliers databases and wider Colliers business globally and socialise both internally and with Colliers clients of the broader business. We would look at hosting strategic events during this stage. The list of Colliers International exclusive channels we target include: • • • • • •
Colliers International Master Residential Database: built over time and frequently nurtured, this database contains over 50,000 contacts. Be the First to Know Database: Colliers International actively promotes this campaign via press and online portals such as domain.com.au and realestate.com.au to offer options for our website visitors to be the first to know about new project releases. Project Agenda content articles: project advertising and content articles will be posted and shared across the Project Agenda blog which has a direct database of 2,000 people. Colliers International Social Media: project promotion will be shared across all Colliers International LinkedIn, Facebook and Instagram and WeChat. Colliers International Network Channels: we have over 2,500 companies with a reach both locally and offshore, that work alongside us to take projects to the broader Asian market, giving us an even wider reach into this large group of potential buyers and investors. Colliers International Hong Kong Database: consists of 20,000 prospective purchasers many of whom have an appetite to invest in Australian property.
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PHASE THREE: VIP LAUNCH WEEKEND 2 Days (March 2022) By Phase 3, we would have generated a high number of warm leads for your project, and this will be the first opportunity for these early enquiries to book an appointment to view the completed display suite. During their appointment, the buyer will have the opportunity to finalise their choice of apartment and complete a sales advice with a $5,000 holding deposit. The contract will be issued to their solicitor on Monday for them to review and sign with a 66W Certificate within 5 business days of the contract being issued. We will create urgency for these VIP buyers to exchange before the Grand Opening/Public Launch on the following weekend as the apartment will be back on the market to the general public.
PHASE FOUR: GRAND OPENING/PUBLIC LAUNCH WEEKEND 2 Weeks (April 2022) Phase 4 will be the first time the general public will have access to the display suite. Between Phase 3 and Phase 4, we will continue to generate more enquiry via our ‘Coming Soon’ campaign to secure appointments with prospective purchasers to view the display and to ultimately secure an appointment with a $5,000 holding deposit and completed sales advice. During Phase 4, we will commence our ‘Now Selling’ campaign with the project officially on the market to the general public. This will create urgency for those VIP buyers who have expressed interest on the VIP Launch Weekend to exchange prior to the Public Launch or the apartment will be placed back on the market. Prior to the Grand Opening/ Public Launch Weekend and throughout the Coming Soon campaign, Colliers will be capturing all data and entering into our CRM system, providing instant dashboard analytics of interest in specific product types, aspects, price points, etc. to have this information at our fingertips will ensure that we maximise pricing and that we can also manipulate and strategically distribute evenly the interest on the various product types. By adopting this method, we will be able to identify and manage the gaps and disburse and find alternatives for the apartments which are showing to have greater demand instantly and efficiently. This also gives us the opportunity to tweak the pricing depending on demand for the different apartment types at any specific moment.
P H AS E F I V E : S TAG E - O N E S E L L T H R O U G H 18 Months (March 2022 - Stepmeber 2023) Following the Grand Opening/Public Launch Weekend, the project will be officially open to the public with Now Selling messaging across all advertising and dedicated open home hours each week and continued advertising on Domain.com.au and RealEstate.com.au, as well as on-site signage and social media.
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COLLIERS SUBMISSION
OFF-SHORE SALES The residential off-the-plan marketplace is constantly changing and evolving. Over the past year Colliers have experienced a constant year-on-year growth of the Asian and offshore participation in off-the -plan purchases. From our direct experience, we anticipate the Asian demographic will continue to grow and we know they will participate in your project. We have over 1,000 agents across Asia and we have active relationships with over 500 of the most significant investors across the region. Our Australian team are regularly in Asia to identify new players in the market and maintain relationships with our current clients in the region
ASIAN NETWORKS Complementing our internal team are our networks of third party agents and financial planners. We have over 2,500 companies with a reach both locally and offshore, that work alongside us to take projects to the broader Asian market, giving us an even wider reach into this large group of potential buyers and investors. We engage these agencies and maintain central control of the stock and price list at all times, and provide instant updates on this through the Agent Portal. The Agent Portal houses a suite of approved marketing tools that partner agents can utilise ensuring the brand we have created maintains its integrity. We maintain active relationships with these groups, who regularly attend project seminars and workshops on current and upcoming opportunities. The collaborative approach to selling is unique to Colliers and has delivered fantastic results for our client’s bottom line and their brand within the areas they operate.
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SHANGHAI COLLECTION Through the Colliers Collection Shanghai, we are able to sell new sites and residential projects into Asia more efficiently and cost effectively than any other agency as a result of our strong brand, on-the-ground presence, indepth knowledge of the market, digital and technology platforms as well as our active networks and relationships. Our success in delivering outstanding sales results is not only attributed to our extensive experience and intricate knowledge, it is a result of our ability to think strategically and creatively - do things differently, test the norm and push the boundaries. ‘The Colliers Collection Shanghai’ is just that. A bespoke, innovative and technology-driven space located in Shanghai – the first of its kind for Australian property and has provided a unique selling space used by our partner agents to conduct their sales.
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The Team
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Executive Team PETER CHITTENDEN
Managing Director Residential Peter specialises in residential property development, project marketing, site acquisition and property valuation. Peter is also focused on leading the growth and development of the national residential business line through providing diverse and integrated residential property services, enhancing client engagement strategies, cross-selling, and fostering and maintaining service excellence. Prior to working for Colliers, Peter was the National Sales and Marketing Manager for Stockland Apartments where he launched and managed a national portfolio of major projects. Peter will be the Director of marketing and sales at 42A - 50A Middleton Avenue, Castle Hill through the development and implementation of the sales and marketing strategy, as well as introducing the project to his Executive networks and International Colliers groups.
DANIEL MCMAHON
Director, Project Marketing Residential As an Director within the NSW Project Marketing team, Daniel is heavily involved in the strategic management of our projects and involved in day- to-day project and sales management. Daniel has built his expertise around an analytical knowledge of pricing models, demographic profiles and market research enabling him to efficiently service clients of Colliers. Daniel has been a member of the National Cities Roundtable committee for the Property Council of Australia since 2017. Some projects Daniel has been highly involved in include Alex Collective in Alexandria, Abbie’s Lane in Annandale, and Montaine Residences in Mount Annan. Daniel will be the Director assisting Peter in managing the sales team and implementing the sales and marketing strategy. Daniel will also work with Declan in keeping up-to- date with competition in the market to drive sales strategies.
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COLLIERS SUBMISSION
Executive Team DA N I E L AT K I N S
Project Manager Residential Daniel is a Project Manager in the residential team, assisting the Directors as required to ensure the success of residential projects through marketing initiatives and campaigns. He has experience in residential projects from branding & creative, digital, CGI management and media implementation. Daniel has strong project management skills with high attention to detail and the ability to manage multiple stakeholders through effective methods of communication. Daniel will become the project’s full time, fully dedicated marketing resource, alongside our executive team. Some of the projects Daniel has been involved with include: •
Bond, Bondi Junction (Capital Corporation)
•
Alex Collective, Alexandria (Ceerose)
•
Woolooware Bay, Woolooware Bay (Capital Corporation)
•
West End, Glebe (Roxy-Pacific)
DECLAN SINFIELD
Analyst Residential As an analyst within the Residential team, Declan spends much of his day analysing data within the Colliers Residential database on enquiry and buyer trends, therefore Declan has a strong knowledge and understanding of Sydney’s property market trends and metrics, which is considered a well-regarded tool of information to the Directors of the team and a valued resource for external clients. Declan takes a pro-active approach to all responsibilities given to him, is highly motivated and is meticulous with all his work. He is known in the Colliers International Residential team for his high organisation skills, a great willingness to learn and possesses a very strong work ethic in all aspects of his role. Declan is inspired to continue learning about all aspects of the property industry, to develop his leadership skills and to further his studies. Declan’s role on 42A - 50A Middleton Avenue, Castle Hill will be to work with the Directors and sales team in providing up-to-date analytics of the sales occurring and the buyer trends.
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Sales Team SHU MUKAI
Senior Sales Executive, Project Marketing Residential Shu is a valuable member of the Sydney Residential team. Shu provides a wealth of knowledge with off-the-plan and completed stock sales. His detailed knowledge of residential buildings and finishes, in addition to his focus on reliable and efficient communication with his clients at all times, makes it a pleasure to deal with him towards a successful outcome, whether vendor or buyer. Some recent projects Shu has worked on: •
Alex Collective, Alexandria
•
Hill Street, Dulwich Hill
•
Duo, Central Park
MARK MACKENZIE
Sales Director, Project Marketing Residential Mark is a highly experienced off-the-plan sales agent with experience that has given him the ability to quickly identify a client’s needs and goals and provide a proven strategy to achieve desired outcomes. Mark’s personable nature and outstanding people skills means that he easily develops a strong rapport and trusting relationship with buyers, developers and other agents. He is highly focused; task and goal orientated and has proven himself to be one of Colliers International’s most valued sales agents. Some recent projects Mark has worked on: •
Alex Collective, Alexandria
•
Merrinda, Kurraba Point
•
Newmarket, Randwick
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COLLIERS SUBMISSION
Sales Team ANDREW HIGHLAND
Associate Sales Director, Project Marketing Residential Andrew is an experienced Assoicate Sales Director in the project marketing real estate industry for the past 9 years. Skilled in Negotiation, Apartments, Land Sales, Real Estate Development, and Contract Negotiation. Strong sales professional with a Bachelor of Commerce (B.Com.) focused in Marketing from University of Wollongong. The strong relationship he forms with his clients provides them with a sense of trust and instills peace of mind. Andrew’s energy, dedication and highly professional manner are what sets him apart from his competitors. Some recent projects Andrew has worked on: •
Newmarket, Randwick
•
Woolooware Bay, Woolooware Bay
•
Archibald, Bondi Junction
J O N AT H A N Y U E N
Senior Sales Executive, Project Marketing Residential At the forefront of Jonathan’s approach to sales, is his communication and people skills to ensure that the buyers and clients have the best experience, and develop a trusting relationship. With over 20 years experience in the industry, Jonathan has been involved in the selling and marketing of high-end apartments and townhouses in Sydney. Some recent projects Jonathan has worked on: •
The Landmark, St Leonards
•
Abbie’s Lane, Annandale
•
Alex Collective, Alexandria
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Channel Sales JAMES ZHANG
Channel Sales Associate Director Residential James is the Channel Sales Associate Director in the residential team. James specalises in communicating with partner agents in selling highend properties and dealing with high-net-worth asain clients. James’ passion has led him to constantly learn and explore the world of real estate, keep updated with all the latest trends and changes in the Industry. James drives our WeChat platform, to promote all current projects and Colliers initiatives. Some recent projects James has worked on: •
The Landmark, St Leonards
•
BOND, Bondi Junction
•
111 Castlereagh, Hyde Park
ABBI TIQUI
Channel Sales Manager Residential Abbi is the Channel Sales Manager in the residential team, assisting the Directors as required to ensure the success of residential projects through the investment sales platform, whilst providing high-quality customer service. Abbi has a detailed understanding of international business, business law, marketing and communications through her studies and professional experience. Some recent projects Abbi has worked on: •
The Landmark, St Leonards
•
Wonderland & DUO, Central Park
•
111 Castlereagh, Hyde Park
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COLLIERS SUBMISSION
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COLLIERS SUBMISSION
Track Record WONDERLAND, C E N T R A L PA R K
DUO, C E N T R A L PA R K
Developer: Frasers Property
Developer: Frasers Property & Sekisui House
FLOUR MILL, SUMMER HILL
ESPLANADE, NORWEST
Developer: EG
Developer: Capital Bluestone
S KY V I E W, CASTLE HILL
RYDE GARDEN, NORTH RYDE
Developer: Toplace
Developer: Country Garden
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N E W M A R K E T, RANDWICK
THE LANDMARK, ST LEONARDS
Developer: Cbus Property
Developer: New Hope & VIMG
ESQ, PENRITH
W O O L O O WA R E B AY, WOOLOOWARE
Developer: CABE
Developer: Capital Bluestone
ASTMOSPHERE, CASTLE HILL
BELLEVUE RESIDENCES, BAULKHAM HILLS
Developer: Toplace
Developer: Aqualand
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COLLIERS SUBMISSION
Why Colliers? Working alongside Colliers assures you all of the below agency basics, including: •
Detailed knowledge of the residential market past, present and future
•
Comprehensive insight into current and future competitors
•
A comprehensive database of active buyers including local and offshore clients
•
A CRM system to support the sales process and provide ongoing insights
•
A team of experienced and professional property sales and marketing experts including offshore experts
•
Advice and guidance on sales suite design and operations
•
Weekly sales and marketing reporting
•
Access to competitive media rates and PR opportunities
•
Finance, admin and research resources internally to support the sales and project team
•
A committed team to project manage the process to ensure your objectives are met
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D E TA I L E D R E P O RT I N G Our project reporting is second to none. We deep dive into the data to ensure we report weekly, or as requested, on the overall performance of your project. We analyse and provide insights on: • • • • • •
Sales - deposits, contracts issued and exchanges Lead source - how the potential buyer heard about the project Buyer profile - demographic and budget Conversion rate - sales targets against leads generated Campaign performance - marketing spend and return Revenue snapshot - stock sold and stock to go
BUYER EXPERIENCE The way in which we will communicate and manage potential buyers of 42A - 50A Middleton Avenue, Castle Hill is reflective of both the Trifalga Property Group and Colliers brands. It is essential that the target buyers feel nurtured, educated and supported during the buying process. Our sales team are committed to this level of service and will ensure that the buyer experience is a positive one.
DATA B AS E S T R E N G T H & I N T E G R I T Y 50% of our Project Sales come from our Database. Colliers have a range of large databases made up of property purchasers and those connected to them, such as financial planners, lawyers and property consultants. Our Colliers Master Sydney Database holds over 50,000 names and our strong brand and industry networks and connections means that we continually add new buyers to this database. We have had success for our clients from our databases and connections, selling out more than half of each project through our databases alone. We will share our databases and networks with you as part of our services to you and will also create a dedicated database for 42A - 50A Middleton Avenue, Castle Hill. Our reach within the industry also places us in the best position to gain editorial and PR for your project and your brand. Our team meet regularly with journalists to discuss upcoming projects and unique angles relating to the projects, to gain additional publicity.
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COLLIERS SUBMISSION
SETTLEMENT SERVICES We understand how important the customer experience is for the project and our brand combined. We also understand how difficult the area of apartment settlements can be to resource. We deliver all of the following, via our Settlement Services team: • Timeline of customer communications from exchange • Buyer profiling targeting PR stories and opportunities • Coordination of Home Owners Manuals and handover packages • Project Management of builders and the defect process • Coordination of bank valuers, lawyers, strata managers and building managers • Management of the pre-settlement inspection process • Management of settlement and move in process • Presentation to developer on design feedback via focus groups 6 months post completion
PIPELINE PROTECTION Finding your next opportunity is part of our service. Our partners get first access to all of our new sites on a national scale through our Residential Site Sales team. Last year we placed our partners into opportunities in the most sought after and thriving locations, managing every aspect of the transaction to ensure a seamless process. Our team think about more than just your current project, we think about your business development and your next opportunity, and our internal Residential Site Sales team gives us the capability internally to help you keep growing your business.
INDUSTRY LEADING MARKETING Our internal team of marketing experts have years of experience in property marketing, digital marketing, media, public relations and advertising ensuring you a full range of expertise when it comes to designing and executing your project campaign and creative. Our team are across all advertising and PR mediums to ensure we reach wider and more targeted audiences both locally and offshore. Our team work hand-in-hand with our clients from the day we are appointed to well after the last apartment is sold to ensure every aspect of your project is delivered on time and within budget. We work with your creative agency to deliver the brand, the display suite, the marketing collateral and all of the advertising campaigns and materials. Colliers also guarantees you the absolute best rates when it comes to your marketing and advertising campaigns. Our longstanding relationships with all media channels and our greater Colliers business allows us to extend the best rates and positions to you and your project. Our reach within the industry also places us in the best position to gain editorial and PR for your project and your brand. Our team meet regularly with journalists to discuss upcoming projects and unique angles relating to the projects, to gain additional publicity for you at no cost.
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COLLIERS SUBMISSION
Colliers Exclusive CRM System PA R T I C L E L E A D M A N AG E M E N T Colliers Residential introduced the Particle Lead Management tool to sales agents in early 2018, after experiencing failings with previous lead management systems that did not maximise each enquiries potential.
There are a total of 130 sales agents nationally using Particle across 7 different and dynamic markets. These teams provide ongoing feedback on the app, allowing the application to adapt and improve to each micro and macro market nationally.
Designed by industry experts, in conjunction with Colliers, Particle is an automatic lead distribution and management tool which provides a simplistic way to capture and manage leads. Previous system relied ongoing data entry by sales agents to management potential purchasers. Whilst this is an aspect of the Particle application, Particle focuses on the outcome of each communication with the lead and enables Colliers and Vendors with buyer journey from enquiry to sale.
Since the introduction of Particle, Colliers has seen a 45% reduction in the time agents first connect with prospect buyers, a 25% increased in qualified leads with 100% of completed data fields. For Colliers clients, this essentially means more sales from less leads. Colliers sales agents are now equipped with a tool which can connect and interact with buyers in a far more streamlined and efficient manner. Clients have full transparency of lead outcomes and buyer journeys through real time reporting and enables each and every prospect buyer to be thoroughly informed of the relevant project.
Addition features include: •
Prompts to follow-up previous leads
•
Integration with Outlook for appointments
•
Automated text & email communications to buyers.
•
Transparent reporting for Colliers and clients with includes performance indicators on each project and agent.
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DEVELOPMENT ID
DevSuite Project Presenter •
Development ID is a suite of inventory, marketing sales management tools that has changed the way developments are being managed around Australia. It saves time money, creates efficiencies and has digitised much of the menial sales operational tasks in property development.
Marketplace Connecter
Inventory & Sales Management Cloud based stock & price list
•
Live reservations capabilities
•
Document storage
•
Sales reporting and analytics
•
Build and maintain channel agents
•
Access agent EDM communication
For Colliers clients, Development ID enables clients, Colliers management and agents to take control and efficiently sell down projects using interactive inventory & sales management tools. This steers teams away from using spreadsheets to provide accurate stock reporting and management. In addition to this, Development ID provides services to be highly connected to channel agents through channel agent logins and communications.
Development ID provides the following:
•
Web application to showcase your in display suite or remotely.
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Fees
4 2 A - 5 0 A M I D D L E T O N AV E N U E , C A S T L E H I L L
AGENCY APPOINTMENT AND FEES The agency structure we are pursuing is an exclusive lead agency. The benefits to this is one point of accountability, which means direct co-ordination of the sales and marketing strategy with Colliers. Having more than 25 years’ experience, we have strong and successful relationships with all Sydney national and international agencies. Colliers Commission •
2.0% (excl GST) on all Colliers residential sales
•
4.0% (excl GST) on all third-party sales
Commission payment structure: •
50% of the applicable fee upon unconditional exchange (due at exchange)
•
50% of the applicable fee upon final completion (due on settlement)
Settlement Services: A fee of $500 (excl GST) per apartment
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Appendix
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A N N E X U R E A - P R O P O S E D D R A F T P R OJ E C T L AU N C H A N D S TAG E O N E MARKETING BUDGET
Creative & Production fees
Item
Media fees
TOTAL
Brand Strategy and management Brand Development
$9,500.00
Copywriting - Full copydeck for all marketing collateral
$5,000.00
Account Management fees - allowance for 3 months
$7,500.00
$22,000.00
$22,000.00 Marketing Brochure Brochure - design
$10,000.00
Brochure - Printing - Approx 500 UNITS
$15,000.00
Stage Release Brochures (Stage One & Two)
$8,500.00
Stage Release Brochures (Stage One & Two) Printing - Allowance 250 UNITS
$5,500.00
$39,000.00
$39,000.00 Display Suite (exc. Construction) Display Suite Design
$15,000.00
Display Suite Print & Production
$20,000.00
Display Suite Model
$20,000.00
Display Suite Technology & Hardware
$30,000.00
Display Suite Virtual Tour (360 video)
$1,000.00
Display Suite (Dev-ID) Licensings over 1-year
$10,800.00
$96,800.00
$96,800.00 Sales Book Sales Book Design
$3,500.00
Sales Book Printing x 2 units
$3,000.00
$6,500.00
$6,500.00 Video Content 60 - 90sec Masterplan Video (inc of Drone, CGI, lifestyle)
$12,500.00
Animated CGI allowance
$6,500.00
$19,000.00
$19,000.00 Aerial Photography Aerial Photography - Castle Hill Showgrounds Precinct (helicopter)
$8,000.00 $8,000.00
$8,000.00
CGIs Apartment - Exterior CGIS | 8 x External CGIs including Aerial/Masterplan CGI
$28,000.00
Apartment - Internal CGIs - 8 x Internal CGIS
$24,000.00
Apartment - Internal CGIs - Allowance to re-style in opposing finishes scheme
$6,500.00 $58,500.00
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$58,500.00
COLLIERS SUBMISSION
Creative & Production fees
Item
Media fees
TOTAL
Website Website Hosting - Domain hosting for 24 months
$400.00
Website Build and Integration into Colliers CRM
$15,000.00
$15,400.00
$15,400.00 Signage Signage - Concept, design & artwork for two signboards (large banner and large signboard & Construction Breeze cloth
$7,500.00
Signage - Print Production & installation of signboards*
$15,000.00
$22,500.00
$22,500.00 Floor plans and plates Floorplans & Floorplates - Design of A3 template shell with logo, disclaimers & updated legend
$2,500.00
Floorplans & Floorplates - Print Production A3 single sided: Qty (TBC)*
$6,500.00
$9,000.00
$9,000.00 Sales Tools Research and creative - Investor document/mini brochure
$3,000.00
Print production - investor document/mini brochure*
$6,000.00
$9,000.00
$9,000.00 Print Media Print Media - Concept & design
$8,000.00
$8,000.00
Allowance for Domain Print Advertising 4 x Full Pages
$20,000.00
Chinese Press Titles - Sydney Metro
$12,000.00 $8,000.00
$48,000.00
$40,000.00
Digital Media Online Media - Banner ads: concept, design, artwork & optimisation (5 Banner ads)
$6,500.00
Audience extension, Facebook marketing, Retargeting - 9 months
$45,000.00
On-site Native Banners (REA/Domain) allowance over - 9 months
$45,000.00
Search Marketing - 9 months
$25,000.00
Enigma Media Fees - 9 months
$9,000.00
WeChat | 2 month campaign Promoting Seminar Series
$12,000.00
Online Listings - Domain Project Profile - 9 months
$26,000.00
Online Listings - REA Project profile - 9 month
$57,200.00 $6,500.00
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$219,00.00
$225,700.00
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Creative & Production fees
Item
Media fees
TOTAL
$14,000.00
$26,000.00
DLX Allowance design and print of DLX flyer
$12,000.00
Allowance for DLX Letter Box Drop - 60,000 households $12,000.00
$14,000.00
$4,500.00
$15,000.00
$4,500.00
$15,000.00
Outdoor Signage Allowance for Outdoor Advertising (Train Platform Billboard/ Metro Station or Street Furniture) Events & PR
$19,500.00 .
Launch Event (In Display)
$10,000.00
Seminar Events Series - Event Allowance (catering/A.V/etc)
$4,000.00
3 Month P.R Retainer (Launch)
$34,000.00
$20,000.00 $34,000.00
eDMs
.
eDM - Initial Template: Design & artwork supplied as HTML (3 x artworks)
$6,000.00
eDM - Initial Template Chinese Market eDM
$1,500.00
Distribution to Colliers database x 6
$8,400.00 $7,500.00
$15,900.00
$8,400.00
Misc Contingency Budget, display sales office set up, wifi, cleaning, 1800 number - 9 months
$8,500.00
$8,500.00
$8,500.00 TOTALS
$386,700.00
Budget is approximate only and does not include GST or service fee. *Production items - To be costed and quoted separately in line with agreed budget. Site Signage - does not include any relevant council permits or approval.
55
$296,600.00
$683,300.00
Disclaimer: The opinions, estimates and information given herein or otherwise in relation hereto are made by Colliers and affiliated companies in their best judgement, in good faith and as far as possible based on data or sources which are believed to be reliable. The material contained herein is not intended to substitute for obtaining individual advice from Colliers or another advisor able to provide the services of a qualified professional person. Colliers, its officers, employees and agents expressly disclaim any liability and responsibility to any person whether a reader of this publication or not in respect of anything and of the consequences of anything done or omitted to be done by any such person in reliance whether wholly or partially upon the whole or any part of the contents of this publication. COPYRIGHT Colliers. All rights reserved. No part of this work may be reproduced or copied in any form or by any means (graphic, electronic or mechanical, including photocopying, recording, recording taping, or information retrieval systems) without the written permission of Colliers.