OPP MAGAZINE ASIA AUGUST 2011 by OPP Magazine

海外房地产界之声

THE VOICE OF THE OVERSEAS PROPERTY INDUSTRY

Overseas Property Professional

‫ݡ‬ບ‫׀‬ӈሌࡌ

2011年8-9月 AUGUST 2011

Asia

报导机商新最 NITIES PORTU NEW OP REPORT

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www.opp.org.uk

网上销售机会与世界挂钩您的企业提供网上销售机会并与世界挂钩吗？

2011年8-9月 August 2011

新的思考 - El Salvador

OPP亚洲采访

新的机遇 - 农田

现在是时候考虑在El Salvador 发展您的海外房地产事业吗？

为什么Hideaways俱乐部的新总 Nick Bettany下如此决心进行革新？

随着世界越来越饥饿，农田或成投资商新宠儿

尽享塞浦路斯的奢华生活

超大4房城中别墅

Spacious 4 Bedroom Town Centre Villas

利马索尔豪华7房私人别墅 Luxury 7 Bedroom Private Villa – Limassol

Ｍelford Services LTD 塞浦路斯利马索尔艺术和科技相结合并具有当代建筑和工程理念的Metlford 设计团队造就了独特的现代设计，把对质量的追求延伸至我们的各个项目。我们具有多种国际文化观的员工确保您的愿望可以迅速得到体现。同时，我们的客户支持团队也将会日以继夜地为您提供高效和及时的服务。 The Melford team consists of highly experienced architects and engineers with a contemporary approach to construction as both a science and an art. 我们备受享誉的声望令Melford愿诚邀与您一起实现您自己的房产投资计划！

独有商用建筑

Exclusive Commercial Building

轻松开创别致的未来电邮我们：info@melfordservices.com 或致电：+35799742246 塞浦路斯 / +79857680145 俄罗斯

www.melfordservices.com

内容目录

2011年8-9月 | www.opp.org.uk

内容目录 | 3

内容目录 Contents 本月收录对分式产权的第一个和最常见的误解就是以为它是用另一个名字代替的分式度假权。但是分式度假权不是有形资产，只是购买一个或多个房产的临时使用权。拥有了分式产权就相当于购买了一部分公司的资本货物 – 包括分享契约转让所有权或专业委托公司的以信托形式持有的房产。 George Sell, 编辑, Fractional Trade: 第20页

编辑点评不要放弃寻找新思路

06-07 行业新闻全球购买量近50% 08-09 行业新闻鼓励银行家投资的新型网站

对农田的需求随着全球人口的增加而增加。现在，全球人口年增7千5百万，而这数据到2050年将达到23亿。更糟糕的是，目前的人均耕地面积比 40年前减少了一半。 Daniel Kiernan, 总监, Intelligent Partnership: 第28页

新的机遇（第10至39页）许多陷在水深火热中的海外房地产市场正处在不同的恢复阶段。若想带来新的收入来源，创新思路是非常重要的。可是，一些海外的房地产专家对不熟悉的操作方式和技术持有谨慎态度也是可理解的。一个不可避免的问题是：计划没有经过实践是难以预计后果的。这一期的OPP 亚洲主要为您的企业带来其它企业无法得到的关于投资地点，项目和方式的新信息。

NEW OPPORTUNITIES. (Pages 10 to 39) In tough markets, new ideas and new ways of thinking can help bring in new revenue streams. Yet some overseas property professionals are wary when using unfamilar methods: how do you know a new plan works without experiencing it? In this issue OPP Asia looks at new ideas on where and how to invest in order to diversify and internationalise your business.

另类投资：农田 ALTERNATIVE INVESTMENTS: FARMLAND

10-14 考虑萨尔瓦多投资商和发展商的新机遇 17-18 境外开户如何帮助客户更好地投资 21-22 名字又代表什么呢？分式产权者必须做出正确的选择 25-30

另类投资对事物的需求提高土地价值

32-35 市场快报西班牙的数据与分析 36-39 网上销售机会如何利用网络展示您的优势 40-43

结尾：OPP采访为什么Hideaways俱乐部发展如此迅速？

EDITORIAL COMMENT Never give up on looking for new ideas

市场快报：西班牙 MARKET SNAPSHOT: SPAIN

06-07 INDUSTRY NEWS Global buys up by almost 50% 08-09 INDUSTRY NEWS A website designed to open bankers’ wallets 25 / OPP 亚洲另类投资专栏作家Daniel Kiernan关注农田销售利益

关注萨尔瓦多 TAKE A LOOK AT EL SALVADOR

32 / 全球最大和发展最好的度假市场之一 -- 西班牙的数据与分析

开发销售机会 LEAD GENERATION

10-14 THINK EL SALVADOR New investor and developer opportunities 17-18 OFFSHORE OPENINGS How to help clients move money around 21-22 WHAT’S IN A NAME? Fractional players must get it right 25-30 ALTERNATIVE INVESTMENTS The demand for food is driving up land values 32-35 MARKET SNAPSHOT All the facts and figures on Spain 36-39 ONLINE SALES LEADS How to use the web to your advantage

10 / 据Bill Clover说，发展商的鼓励措施证明了萨尔瓦多很有潜力成为未来房产市场

36 / 通过全球网站开发新销售机会对您的企业的长期健康发展是非常重要的

40-43 THE LAST WORD: OPP INTERVIEW Why is the Hideaways Club expanding fast?

Azaya是清迈最奢华顶级的居民住宅和度假项目。我们现在正在征寻中国最精英的房地产。 Azaya is Chiang Mai’s premier luxury residential development and resort. We are now looking for China’s very best agents.

如果您在国际房地产销售市场经验丰富，若或您是国内顶级房地产经济公司，正在寻找最好的一手国外投资项目。那么Azaya一定是您最合适的选择。我们不仅仅可以向您提供顶级的产品，同时还能为您带来最有竞争优势的佣金，以及领先市场的支持和培训。 Azaya Villas绝对是一个独一无二的房地产投资项目。为您带来前所未有的租金收入，以及机枪的长期资本增长。不同与绝大多数泰国项目，Azaya的一期工程已经完工。 Azaya Villas is a unique real estate investment opportunity with the benefits of a strong rental income and good potential long-term capital growth.

您的客户获得以下享受 • 禅宗花园，以及私人泳池，甲板以及池塘。 • 环绕大自然的优越地理位置 • 绝对物超所值 • 起价2900万泰铢 • 维修和租赁管理项目 • 第1-2年大约6%-8%的租金收益率， 3-5年攀升至12% • 第三方融资支持

电话 +66 (0) 53 863 140 邮件 sales@azayavillas.com

2011年8-9月 | www.opp.org.uk 主编寄语 Editor’s letter • Geoff Hadwick

✆ +44 (0)208 734 3970  geoff.hadwick@richmondgreengroup.com |

HEAD OFFICE 公司总部

17 Heath Road, Twickenham TW1 4AW, UK ✆ +44 (0)20 8734 3960 www.opp.org.uk

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Asia

EDITORIAL 编辑人员

Group editor 集团主编 Geoff Hadwick ✆ +44 (0)208 734 3970  geoff.hadwick@richmondgreengroup.com International property reporter 国际房产记者 Sean Lightbown ✆ +44 (0)208 734 3973  sean.lightbown@richmondgreengroup.com ADVERTISING 广告商

Andy Grimley ✆ +44 (0)208 734 3963  andy.grimley@richmondgreengroup.com

MARKETING & OPERATIONS MANAGER 推广和营运经理

Naomi Zammit ✆ +44 (0)208 734 3968  naomi.zammit@richmondgreengroup.com DESIGN & PRODUCTION 设计和制作

Martin Lane ✆ +44 (0)208 734 3971  martin.lane@richmondgreengroup.com

SUBSCRIPTIONS 订阅

✆ +44 (0)208 734 3968  subscriptions@opp.org.uk

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永不放弃新尝试 Never give up on trying out new ideas 许多人都对开发网上新销售机会持有怀疑态度。许多亚洲的海外房地产代理商和开发商都谨慎对待网上列出的房产和销售机会，因为他们不确定正确的发展方向。虽然寻找新客户来源是非常重要的，但是在目前看来，市场还是对投资和成功标准缺乏信心。但是，这也不能成为放弃如此重要和难得的新商业机会的借口。如果您的企业想在如此广阔的网络世界寻找商业机会，首先了解潜在客户的网络去向是非常重要的。一旦您掌握了这些信息，您的时间与精力就应开始转移到如何使这些潜在客户变成真正客户上。为了使您的网站成为高信任度和高质量的信息来源，您的网站应提供相关度高和正确度高的信息。就如本期第36页和第39页所提到的一样，只要您做出正确的选择，商业机会自然不会错失。为了您的企业更成功，永远不要放弃创新思路和新机会的尝试。

PUBLISHED BY 分发

OPP Media, part of RGG Ltd OPP传媒，RGG子公司 Chief Executive 集团总裁 Xavier Wiggins ✆ +44 (0)208 734 3967  xavier.wiggins@richmondgreengroup.com

集团主编 Group editor Geoff Hadwick

here is a lot of mistrust surrounding the subject of generating sales leads online. Many overseas property agents and developers in Asia are wary about online listbuilding and lead generation, unsure what is the right direction to take. Finding new customers is essential of course but, for many, there seems to be a lack of conﬁdence around the investment needed and the success criteria involved. But that is no excuse for burying your head in the sand and ignoring this very important and growing source of new business opportunities. If your business is going to get anywhere at all in the vast global emptiness of the web, it is going to have to generate awareness and find out where its prospective customers hang out online. And once you know where that is … work hard at converting the awareness you generate into some sort of buyer interest. Make sure your online presence is relevant and attracts the right sort of trafﬁc, and that it proves to be a trused source of good quality information. Get it right and business will come to you, as you will read on pages 36 to 39 this month. Never close your mind and never give up on exploring new opportunities to make your business as successful as possible.

本月OPP亚洲为您带来.... IN THIS MONTH’S OPP ASIA ...

巨人的苏醒

萨尔瓦多

网上开发销售机会

西班牙快报

结尾（第40 – 43 页） Hideaways俱乐部自成立以来就建立了一笔基金旨在在遍布全球各地最受欢迎的地方占得100个高端豪华地产。尽管现在公司的新老板是一个年轻气壮的企业家，公司的发展还在继续着。Nick Bettany的经营动力是什么呢？

新的思考（第10 – 14页）这是在中美洲的一个最小而管理非常有序的国家。Panorama国际集团总裁 Bill Clover在这里发现了房产投资机遇。

新的分析（第36 – 39页）一个完善的网上销售机会开发系统对现在的市场来说是非常重要的。那么这个系统的使用前提和方式以及成功标准是什么呢？

数据文件（第32 – 35页）西班牙近期的国际路演尝试说服投资者伊比利亚市场仍是一个安全的投资市场。这些数据和事实说明了什么呢？

Daniel Kiernan

另类投资（第25 – 30页）正在寻求扩展投资业务的 IFA和代理商应考虑把目光投向农田，因为目前的全球状况决定了这是一个能有稳定产出的投资产品。

© Copyright RGG Ltd. No reproduction in whole or in part without written permission. The Publisher cannot be held liable for any loss suffered as a result of information held herein, accepts no liability for views expressed by contributors and advertisers, undertakes that prices were correct at time of going to press and neither accept responsibility for loss or damage to unsolicited material nor return it without an SAE. No product or service advertised and/or publicised and/or appearing in The Overseas Property Professional Asia magazine is, unless expressly stated to the contrary, endorsed by and/or otherwise associated with the Overseas Property Professional (OPP) brand. OPP Asia is printed in China by 煌马设计顾问有限公司 Huang Ma Design Consulting Ltd. An annual subscription to OPP Asia is £71.50 / CNY 765 (in China) or £123.50 / CNY 1,315 (for the rest of the world). OPP 亚洲年度订阅价格71.5英镑/人民币765元（中国境内）或者123.5英镑/人民币1315元（海外）重要事项：此物业资料只供参考，不构成合约一部份。在准备资料过程中，已尽力务求准确，但恕不保证绝对无误。在法律容许的情况下，本公司不会负上任何因使用本物业资料而引致损失或赔偿的责任。有意购入者，请自行咨询专业意见。

06 | GENERAL NEWS

地产行业

www.opp.org.uk | 2011年8-9月

全球房产购买量比去年同比增长47% 作者：Sean Lightbown 与去年同期相比，全球各类房产投资总额在2011年第二季度激增将近50% ，完成了超过价值1010亿的交易。从Jones Lang LaSalle的调查发现，这一数据比2011年前三个月的数据高出7%。由美国打开市场大门，加拿大市场相比第一季度激增三倍。美国市场交易量增长超过50%，同期达到490亿美元。尽管在前三月亚洲太平洋地区的销售量下降30%，但是在MENA的房产投资却仍维持在原先的340亿左右的水平。 Arthur de Haast是仲量联行（Jones Lang LaSalle）国际资本集团的领导，他告诉OPP说：“随着有关房地产活动的增加，和经济恢复缓慢的北美地区房产的可观收入，使该地区的销售量

第二季度交易量与去年同期相比增长47% 达到高峰。” “展望未来，一些经济发达的国家的贷款系统和新兴市场正处于白炽化的状态，导致很多购房者降低了警惕

和谨慎的资产选择，这些都成为了经济恢复缓慢的因素。然而，市场的产品输送管道让我们有信心全年的销售量会达到我们预计的4400亿美元。“

Global buys up nearly 50% Worldwide investment in all property surged 47% year-on-year between April and June, with over $101 billion-worth of transactions completed, according to Jones Lang LaSalle The Canadian market tripled in activity and transaction volumes in the U.S. increased by over half to $49 billion compared to the first quarter. Arthur de Haast, head of the International Capital Group at Jones Lang LaSalle, told OPP Asia “The upswing continues, with exceptional gains in North America, which was late to the recovery, driving that region to the top spot in terms of volumes.”

伦敦奥运会的日益接近带来房价的飞跃据房产网站Zoopla.co.uk介绍，自从2005 年7月英国首都申奥成功以来，靠近奥运会场的房价达到了11.9%的飞跃，超过了同期英国房价均值的7.2%。自从申奥成功以来，赛场附近的居住房总价值升到300多亿英镑，其中，单是在东伦敦地区，总房价就提升了64亿英镑。奥运预算目前正达到目标值93亿英镑，现距离奥运刚好还剩一年倒计时。 Zoopla还报道，在伦敦外区，靠近10个中的其中7个主要奥运会场的房价也明显高于周边地区。在已被开发独木舟项目的白水中心（White Water Centre）所在的Hertfordshire郡的Lee Valley，房价也自申奥成功以来上涨了12%，而同地区的平均增长值仅为7.2%。然而在奥运赛艇场地Eton Dorney，平均房价上涨了14.3%，而同

地区平均房价为8.2%。 Zoopla.co.uk的商业发展董事 Nicholas Leeming这星期告诉OPP 说：“ 毫无疑问英国为奥运会而重新开发的一些地区已为房价带来积极的影响。

目前伦敦东区已成为投资焦点，但奥运会也为很多其它地区带来投资和吸引力。 “若没有奥运会，伦敦东区的房价是不太可能有如此大幅度的上涨的。”

新加坡进行律师取缔

LAWYER CLAMPDOWN

法国成目标

FRANCE A TARGET

自从产权转让法案在本月开始生效以来，

SINGAPORE has clamped down on “rogue overseas property lawyers”now that the Conveyancing (Miscellaneous Amendments) Bill is in force. The law means lawyers in Singapore cannot receive conveyancing monies in their standard client accounts.

弱势的欧元让法国成为房产投资理想

A weak Euro has made France a target for property investors. Tim Swannie, director, Ellisium Partners, told OPP French prices dropped in 2008-09 but are slowly increasing, yet the exchange rate can make a “huge difference.”

新加坡开始对“海外流氓地产律师”实施压制。该修订意味着新加坡的海外地产律师的标准客户账户不再持有收取产权转让费，这些费用而是保存在法务部提供的专门账户里。任何违反该项法律的律师都将面临高达5万新币的罚款或3年拘禁。

Olympic impact ups UK prices The price of property in and around the site of the 2012 London Olympics has leapt up by 11.9% since the Games were awarded to the UK capital in July 2005, outstripping the UK average of 7.2% over the same period, according to property website Zoopla.co.uk. Seven out of ten venues outside London have also recorded price 奥运会的宣告促进了房价的增长

地。咨询集团Ellisium Partners的董事

Swannie告诉OPP说“汇率的小小变动就能带来很大区别。”虽然在08至09年间法国的房价下降10%，但整体趋势还是缓慢上涨的，他补充说。目前人民币兑欧元汇率是0.109，而五月则为0.103。

rises. Nicholas Leeming, business development director of Zoopla, told OPP Asia “There’s no doubt that the redevelopment to a number of areas across the UK as a result of the Olympics has had a positive impact on property prices.”

2011年8-9月 | www.opp.org.uk

地产行业

GENERAL NEWS | 07

阿联酋实施签证计划来促进迪拜市场作者：Sean Lightbown 在迪拜的外籍房产投资商现可从阿联酋的签证新政中获益。此新政延长了那些投资至少100万迪拉姆房产的投资商的签证期，从原先的6个月到现在的3年，借以推动迪拜正在衰退的房产市场。迪拜联邦政府已经通过这一改动，因为他们认为此项改动可“提高房产市场的吸引力。” 花旗集团的分析员Farouk Soussa 说这一决定会提高目前处于不景气状态的迪拜房产市场的房产购买需求量。 “这会在很大程度上提高居住房需求，特别是在迪拜，”他说道。“对于整个房产市场而言，该影响力很有可能由于过度供给问题而减小，而这一问题还处在由于房子修建过快而导致的恶化中。”

签证延期新政策为迪拜提供了一个美好的发展前景迪拜最大的房地产发展商，Emaar集团的主席Mohammed

间，由5年改动到6个月。Soussa认为这

Alabbar说，这一变动“会很大程度地增强投资者信心，促进迪拜房产市场的增长。” 阿联酋在2009年时曾缩短签证时

主要因素。“2009年对房产投资者的签证限制政策的取消，是对外籍人士，特别是迪拜房产市场的投资商的主要吸引力，”他说道。

是阻碍外籍投资商在迪拜进行投资的

葡萄牙房价正召唤投资商

Visa extension for Dubai buyers Foreign homebuyers in Dubai could benefit after the United Arab Emirates announced plans to lengthen their visas from six months to three years for those who buy a property worth Dh1 million and above, to kick-start it’s sagging property sector. “This could significantly boost demand in the residential real estate sector,” said Citigroup analyst Frank Soussa. Mohammed Alabbar, Chairman of Emaar, the country’s largest developer, said the move “will significantly

enhance investor confidence”. The UAE had previously shortened the visa period in 2009 from five years to six months.

Portugal prices scream buy now Now is the “best time” to invest in Portuguese property as prices continue to fall, according to a real estate firm in the country. Speaking exclusively to OPP, Fiona Sheffield, co-owner of central Portugal property firm Lapis Lazuli said: “I would recommend buying now, it’s probably the best time for it. We are seeing a lot of overseas buyers who used to go to France and Spain now coming to Portugal.” This comes as the latest housing report from the Royal Institute of Chartered Surveyors (RICS) and Ci Portuguese Housing Market Survey indicated that national activity has fallen one point to -49 and national confidence has fallen two points to -61.

现在是投资葡萄牙房产的“最佳时期” ，因为据这个国家的一家房产公司说，葡萄牙的房价正持续下降。皇家特许测量师协会（RICS）和 Ci葡萄牙房产市场调查显示，全国的房产活动已经下降一点至-49，而全国房产投资者信心则下降两点至-61. OPP独家报道，中央葡萄牙房产公司Lapis Lazuli的一个老板Fiona Shefﬁeld说这会鼓励海外投资商进入市场。 “我会建议现在进行投资，”她告诉OPP 说，“现在或许是投资的最佳时期。” Sheffield补充说一些外国投资商已经开始利用这个优势了。 “需求在今年初以来开始上升。我们的客户主要来自荷兰，挪威和英

国。我们发现很多曾经投资法国和西班牙的外籍投资者现在都开始把投资目标投向葡萄牙。” 一个葡萄牙代理商Infinto Real 相信近期的葡萄牙境内的房产投资能让葡萄牙重新回到旅游城市的地位。Vilamoura，葡萄牙海岸线上的一个旅游热区，已经支出130万欧元来修建该景区游船码头和酒店周围的人行道以及自行车道。 Infinto Real的常务董事Stephen Anderson说： “由于房价的下降，Vilamoura现更吸引海外投资商。景区周围环境的改善和它的受欢迎度，对投资者来说绝对是个利好消息，因为他们的资产会日益增长，这也归功于不断改善的景区环境。 “许多国家目前正在严峻的经济状

态下挣扎，但是预计在这个夏天将达到高值的葡萄牙国内外旅游业，对葡萄牙的经济复苏是非常重要的。不仅如此，本地商业和政府对这一点的关注度和利用度来吸引更多的新旧游客和投资商也是很重要的，因为他们可以帮助葡萄牙回到健康的经济状态。”

泰国房产市场激增10%

THAILAND SURGE

塞浦路斯销售量迅速增加

CYPRUS SALES BOOST

据一个泰国的领先开发商说，在今年年底

THAILAND’s property market may grow 10% by the year’s end says a leading developer. Political stability coming and greater demand for housing is driving this says Naporn Soonthorn-Chitcharoen, executive vice president of Land & Houses.

据该岛上的土地和调查部门的数据显示，

PROPERTY sales are picking up in Cyprus as new figures from the island’s Department of Lands and Surveys also show that 1,316 property transfers took place during June 2011, a rise of 100 versus May.

泰国的房产市场会增长10%。

Land & Houses的执行副总裁Naporn Soonthorn-Chitcharoen说，该地区的政治稳定和对居住房需求量的增加是导致这次增长的主要因素。

专家宣称购买要趁现在

塞浦路斯的房产销售量正快速增加。该数据显示在今年六月共有1,316个房产完成了交易，比五月份增加了100个。海外向导公司Kim Brown的董事说塞浦路斯仍然可为海外投资者带来许多机会。

08 | GENERAL NEWS

地产行业

www.opp.org.uk | 2011年8-9月

代理商利用迪拜供过于求的谣言促进销售作者：Sean Lightbown 据阿联酋一个最大的房地产发展商说，迪拜的房地产代理商正利用供过于求的谣言来促进销售。据OPP报道，仲量联行（Jones Lang LaSalle）称在今年年底前，迪拜共有约18,000个新房产待出售，使得待出售的居住房的总数量上升到322,000. Colliers的其它地区执行总裁John Davis 说目前的供应线相当于Sheikh Zayed路的75个空闲的写字楼。房地产管理公司Astoco也发表说供过于求已经导致房价租金下降9%，销量下降4%。然而，Al Fajer房产的执行董事 Sheikh Maktoum bin Hasher Al Maktoum 却曾经这么预言过：“房产供给实际上是非常有限的，因为很大一部分房产已经销售给终端用户，所以至于现可

Maktoum酋长认为代理商对迪拜的盈余情况有所欺骗销售和出租的具体数目，目前还是不清楚的。” Sheikh Maktoum还告诉阿拉伯商业杂志说：“现在的情况是房地产经纪人利用过度供给的谣言来降低价

格提高销售量，因为这是他们主要的利益。” “关键是现在没有新的网上供给。比如说，Palm Jumeirah在未来5年内，可供应的网上库存只有5-10%。”

海外公司得到全球服务新税政策

Agents exploit Dubai “myth” Dubai estate agents are using the “myth” of oversupply in to sell of properties faster according to one of the emirate’s biggest developers. Sheikh Maktoum bin Hasher Al Maktoum, chief executive of Al Fajer Properties, said: “Supply is actually extremely limited as a signiﬁcant proportion of it has already sold to end-users … What we have is a situation where realtors are pushing prices down using the myth of excess supply because they are trying to push through higher volume transactions.” Jones Lang La Salle had recently said that by the end of the year residential stock would hit 322,000.

Cross-border tax help Overseas property ﬁ rms that have staff based across a number of different tax jurisdictions are being offered new cost-effective, outsourced global advice service by the cross-border tax specialist www.taxback.com. Taxback has two complementary categories – the Expatriate Service to help employers support their staff based overseas and an outsourced International Payroll Service to simplify the paperwork, calculations and payments. the company told OPP Asia this month that “the service is aimed at companies facing complex tax and social security responsibilities across a number of jurisdictions, currencies and languages.”

税务专家www.taxback.com向被许多税务困扰的海外房地产专家和员工提供成本效率高和外包全球建议服务。 Taxback.com这周告诉OPP说：“ 不同区域的制度，汇率和语言导致海外公司需交纳复杂的税款和承担更多的社会安全责任。此项服务的收益对象正是这些公司。” “那些想扩张到国际市场的公司必须跨过一系列艰难的阻碍来帮助他们的员工适应外国的市场操作模式，”taxback.com的高级税务经理 Christine Keily如是说。 “除了拥有大量内部资源的国际大公司外，一般公司要内部解决这些问题几乎是不可能的，而且经营上的差错带来的惩罚也是非常严重的。我们的全球迁移方案可以帮助减少由海

外公司的建立和操作带来的压力。” Taxeback有两个配套服务 – 帮助雇主支持他们海外员工的移居海外服务和简化文书工作，计算和报酬程序的外包国际工资单服务。 “我们提供一个联系人来负责多个行政辖区，这样就可最大限度降低成本和行政费用，并提高效率，”这家公司如是说。 “移居海外服务”强调以下几点问题：确保雇主（工资单）和雇员服从税收；雇员和雇主的注册并完成税务局要求的工作；税收方式简单的交通成本和调配成本；税收问题被考虑在内的退休金安排；调配成本和与项目相关的利益；税款减免和退税

专业人士得到税收帮助

亚洲买家目标投向加利福尼亚

CALIFORNIA DREAM

伦敦房租打破记录

LONDON RENTS UP

据当地专家说，加利福尼亚州的硅谷区吸

CALIFORNIA’s Silicon Valley area is seeing a surge in interest from Chinese and Indian buyers looking for bargain properties according to local professionals. The US price slump and strong yuan are being seen as key drivers of this trend.

自伦敦居民房月租金第一次冲破千后，

Rents in London are continuing to surge as leases in the capital smashed the £1,000-a-month barrier for the first time. LSL Property Services’ latest Buy-to-Let index shows that London tenants pay £1,006 a month on average, an annual increase of 6.9%.

引了大批来自中国和印度的廉价房买家。美元兑人民币的贬值被认为是这一趋势的主因。来自Sotherby国际房地产公司的

Catherine Marcus告诉记者说：“我们迎来了大批来自中国和印度的投资商。这两个国家富裕的人太多了。”

伦敦和英国其它地区的平均房租不断上涨。LSL房地产服务公司最新的买入出租指数显示，伦敦平均月租为1,006镑，年增长6.9%。LSL房地产服务公司的执行董事David Newnes告诉OPP说：“目前没有任何迹象暗示房价将在近期下降。”

2011年8-9月 | www.opp.org.uk

地产行业

GENERAL NEWS | 09

新的基金途径打开银行家的钱包作者：Christina Demosthenous 本周，部分投资咨询专家 David Disick，正是启动了其专门为说服国际银行家掏出腰包资助海外房地产投资商而设计的一种新的基金途径。 David Disick向OPP独家透露：“ 尽管当今信用市场仍呈紧缩的态势，但市场上还是有充足的资金的。”他认为，这个新型网站可以成功对抗现在经济形势，提供房产部分所有权的方式可以同时确保开发商的安全产权，还可以保证消费者的贷款融资。 Disick已经和国际度假房产部分产权投资的专家瑞士银行UBS达成合作协议。他解释，他与客户一同起草商业计划，提供融资来源。客户必须保证一切准备就绪：准备完善的团队，资金，和一切基础保障。“客户必须做足功课”他告诉OPP。 Disick告诉OPP他的工作如何进行的： Disick会与客户协商，安排一个面试。面试的内容同时服务于Disick

和客户，解决目的，计划（并且双方熟悉） Disick将把客户的需求和讨论结果重新研究，并准备起草融资陈述。客户必须在进行正式陈述前，审阅确定稿件。之后，Disick将会与UBS进行联系，并提交陈述资料。最后，Disick会和客户以及融资源演练。 Disick补充道，整个项目运作获得认证需要大概2-4个月的时间。网站提供一系列的特殊辅助服务，帮助和鼓励发展部分产权的房地产开放商。这些服务包括：weblogs 和影像 blogs，一份免费的电子书，“部分产权开发备忘录”，以及补充资料的实时通讯“部分产权回顾”。部分产权房地产项目需求各个层面的帮助：包括金融，策略市场营销以及销售程序和组织，贯彻和监督部分产选项目的服务。 David Disick将会参加2011年 OPP协办的美国部分产权峰会 (迈

阿密InterContinental, 8月 30-31日)，包括作为UBS，Next Star 基金和 Calcon Mutual的代表。详情请见www. fractionalsummitusa.com

新计划的提议为开发商赚取了更多资金

New developer funding route A new funding route designed to “persuade international bankers to open their wallets” emerged for overseas property investors this month when fractional consultant David Disick launched a new website called www.TheFractionalConsultant.com. The website offers a range of features to assist and encourage fractional real estate developers. These include weblogs and video blogs, a free e-book, ‘The Fractional Development Checklist’, and a complementary newsletter called ‘Fractional Review’. It seeks to assist at all levels of fractional real estate, including ﬁnance, strategic marketing and sales programs and the structuring, implementing and monitoring of fractional developments. “Money is still available out there. It’s just a question of persuading the money,” Disick told OPP Asia.

伊斯坦堡旅游业因投资者数量激增而繁荣伊斯坦堡的游客数量激增至30.1%，使得土耳其首都成为全球发展最快的旅游城市。由万事达环球公司公布的一个最新城市旅游指数显示，正上涨的伊斯坦堡旅客数量在2011年将为土耳其带来102亿美元的收入，且旅客数量已超过纽约和阿姆斯特丹。万事达环球公司预计在2011年，伊斯坦堡将共迎来940万名游客，并会比像罗马，米兰和纽约等传统旅游城市更富吸引力。海外房地产投资专家Property Frontiers的董事Ray Withers也认同市场的发展。他这个星期告诉OPP说：“ 伊斯坦堡正快速发展成欧洲上层名流

的旅游胜地，并开发住宅以及商业中心，和具有欧洲特色的市中心和 Bahcesehir 以及Beylikduzu。” 他还补充说：“现代伊斯坦堡房产提供高档设施，而且房价低于欧洲其它城市。这些都是这个城市如此受购入出租投资者喜爱的原因。” “土耳其房地产行业目前深受外籍投资者的喜爱，因为这些投资者看中伊斯坦堡由经济和旅客数量增长带来的受欢迎度，促使房产需求上涨和繁荣的租房市场的投资机会的大量增多。” 海外房产搜索门户The Move Channel的最新数据显示，至少五分

之一的土耳其房产搜索目标是伊斯坦堡。在这些搜索中，有60%的价格要求是100,000镑或以下，而35%则为 100,000镑至200,000镑。据土耳其统计机构Turkstat的数据显示，在2011年第一季度，土耳其经济增长11%。与2002年相比，从整体上来说，土耳其的个人收入增长了近一倍。与2010年同期相比，有关房地产的活动也增长了17.1%。 PricewaterhouseCoopers 最近通过采访来自世界各地的投资商总结的“欧洲房产最新趋势”的报告中指出，伊斯坦堡正计划和慕尼黑一起成为欧洲最受房产投资商欢迎的城市。

Tourists surge into Istanbul Tourist volumes in Istanbul have surged by 30.1%, making it the fastest-growing tourist destination in the world. Tourist numbers in Istanbul may generate $10.2 billion of revenue in 2011, according to Mastercard Worldwide’s index. Ray Withers, director at Property Frontiers, said there is “interest from foreign investors seeking to purchase property in popular cities like Istanbul due to the ongoing growth in the economy and rising tourist numbers”.

阿联酋第一贷款机构

UAE MORTGAGE 1ST

联昌国际呼吁投资马来西亚

INVEST IN MALAYSIA

迪拜贷款机构Tamweel已经成为阿联酋

DUBAI-based Islamic mortgage lender Tamweel has become the first UAE lender to offer funding for overseas investors. Under Tamweel’s programme, buyers can lend up to Dh5m for houses in Abu Dhabi and Dubai, repayable over 25 years.

位于马来西亚吉隆坡的联昌国际研究所这

CIMB Research’s new report urges investors to buy property shares despite a recent market jitters. It said share prices of property stocks had fallen since reports emerged on the possibility of a change in housing loan calculations from gross to net pay.

第一个为海外房产投资者贷款的贷款机构。Tamweel的非居民项目允许海外房产投资商为阿布扎比和迪拜的房产申请偿还期为25年的高达5百万迪拉姆的贷款。这一项目是在政府发布海外房产投资商的

3年新签证政策后一个月面市的。

周发表报告鼓励投资者应不顾市场目前的一些过敏现象，去购买房产股份。它指出，自从一份周刊报道了关于贷款利息可能从全额利息转为净利息的消息后，房地产板块股份出现下降趋势。

10 | EL SALVADOR

商业新思维

www.opp.org.uk | 2011年8-9月

作者 | Bill Clover

思考萨尔瓦多在针对全球海外房地产投资机遇新开辟的一系列定期专栏第一个推出的专栏中，Panorama International 董事长兼总裁 Bill Clover 对萨尔瓦多市场进行了全面的分析，他所在公司经常会在该国开展大量工作，他感觉到这里存在“大量特别的投资和开发机遇。”

从

陆地地面积角度来看，萨尔瓦多是中南美洲陆地面积最小的国家，而你最先发现的就是这里的人民非常有特点。他们都十分热情、庄重而且接受过良好的教育。这里的人们敬畏历史。 20 多年前，萨尔瓦多曾经经历过一场内战，尽管历史的伤痕仍然随处可见，但是对于这里的人民和领导者来说却是一项殊荣，彰显着国家已经成功地转变为一个稳定的现代化民主国家。该国人口(2010年)约为 590 万，

平均年龄 24 岁。萨尔瓦多显然与大多数其他国家一样遭受了经济衰退的打击，但是目前几乎每个行业都已经从衰退中恢复过来。如果由于公务出差到达这里，那么很容易产生的第一印象就是这个国家对国际业务抱有十分慎重而欢迎的态度。萨尔瓦多拥有一个十分积极的新业务开发群体 Proesa，负责协调投资者的参观访问，并且由每个部门的最高负责人为投资者们作介绍。Proesa 通常扮演着国家现状的引

潜力 | 壮丽的风景和外国投资机会吸引了大量的访客和开发商

导者、教育者和介绍者的角色。这个组织显然不具有侵入性。萨尔瓦多在太平洋和丰塞加湾海峡(Gulf of Fonseca)有一条海岸线… 坐落着一些美丽滨海房产。首都圣萨尔瓦多是中美洲重要的枢纽机场，商业和银行领域中的很多公司都将总部设在了这里。这也是一座市场非常成熟的城市，这里有高端酒店、商店参观以及娱乐场所和俱乐部。幸运的是，萨尔瓦多的商业也拥有非常广泛的基础，可以发展为

这里普遍讲英语，而且还有其他语言的翻译，因此一般情况下语言并不是问题。 PROESA 是了解信息和获取协助的“首选来源”。现场访问可包括教育性参观、开发机会和开发社区介绍。其中一些顾问对于萨尔瓦多的商业投资有着深入而丰富的经验，而且已经从事过大量实际项目操作。

大量不同的行业类型，很多行业还收到了世界上几家规模最大公司的直接国际性投资。外来投资包括农业、Maquila（免税装配厂）、飞机保养、医疗器械、专业纺织品制造以及装配、电子、境外商业服务等等，而且领域还在不断扩展中。旅游业也正在蓬勃发展，但是政府的全面支持是这一行业赖以生存的基础。针对国际购买者的酒店和老年公寓开发项目被认为是旅游业就业率极高的关键因素。前为止，旅游散客的主要目的地是圣萨尔瓦多。游客们将这里作为在全国旅游，并游览古迹名胜的“ 始发地”。目前在沿太平洋海岸和内陆地区，大型规划、多用途度假区领域中正有一些酒店和住宅开发机会。资料： • 商业成熟，所有商业领袖至少掌握双语，并且曾就读于萨尔瓦多最优秀的学校，这里还有非常出色的国际学校； • 美元是萨尔瓦多的流通货币； • 作为区域交通枢纽的国际机场为七大航空公司和大量小型航空公司提供设施，每周有飞往全球各地的 470 个航班；

2011年8-9月 | www.opp.org.uk |

• 在最近公布的经济自由度指数（Index of Economic Freedom）数据中，萨尔瓦多名列所有中美洲国家榜首； • 拥有中美洲最佳道路系统； • 通信，尤其是手机通信已经在全国普及； • 在萨尔瓦多做生意相对来讲比较容易，因为该国非常欢迎国际业务。萨尔瓦多对我来说是一个令人愉悦的惊喜。圣萨瓦尔多是一座拥有国际气息的成熟的拉美城市。离开首都，探索风景名胜和投资机遇让我们愉悦之感继续延续。引人入胜的风景和活动：毫无疑问，宜人的气候、只需较短的飞行时间即可往返各大主要市场、以及对于外国投资的欢迎态度是最具吸引力的因素。但是游客们到达这里，除了享受舒适气候外，在萨尔瓦多还有很多其他的事情值得去做。驾车只需一天即可横跨这个国度，而且这里还有很多独特的景观和趣事吸引着你： • 全球一流的渔场； • 玛雅遗址； • 一些遗留的西班牙殖民建筑； • 迷人的沙滩和水上运动； • 刺激的冲浪滑板； • 游艇和帆船； • 火山； • 湖泊； • 著名的文化旅游路线； • 超值购物； • 一流的国际和当地美食； • 生态旅游。萨尔瓦多人天生好客，渴望将本国最好的一面展现在别人面前，会竭尽所能地招待宾客。65% 的劳动力年龄在 35 岁以下。萨尔瓦多有大量大规模的规划开发项目，开发商作为主要开发者，将各个明确的项目场地出售给国际开发商。目前有三个大型项目正在开发中，还有多个项目正在策划中。 Playa Secreta 就是其中的一个开发项目，这是一个家族开发项目，朝向丰塞加湾海峡，占地 340 公顷，海拔超过 8,000 米。整个开发项目就像一个露天圆形剧场，俯视着整个海湾。该项目竣工后，将有 3,100 间酒店客房，可容纳 3,300 名住户。

Developer profile 商业新思维

港村(Port Village)有一个旅游船码头，这里将建成一个大型的商业区。 14 家运动中心将配备完善的运动设施 - 包括可在水上打球的5洞冠军高尔夫球场、网球村、骑士村和免税商店，所有这些对于游船乘客和旅客们都是有着巨大的吸引力。这里对于开发商和投资商们还蕴藏着以下商机：

国家的政策更具竞争力。主要的激励政策包括： • 由国家一流的项目开发力量 PROESA 提供实质性的协助，帮助投资者在该国内开展业务； • 10 年内全额免除所得税； • 5 年内部分免除地方税； • 全额免除房地产转让税； • 全额免除与项目相关的货物进口税。除了上述政府激励政策以外，

“政府对开发商授予了大量的鼓励投资政策” • 精品店和专营酒店； • 城市会议酒店； • 投资和二手房度假住宅产品； • 度假区内的老年住宅产品和所有相关设施； • 设施开发 - 尤其是如果与诸如 spa 和骑士中心、网球场等畅销服务产品建立合作关系； • 海景酒店和住宅开发； • 自然泉水湖泊和历史景观附近的内陆自然开发项目。政府还颁布了大量开发商激励政策，其中大多数都比该地区其他

吸引开发商和分包开发商的其他因素还包括： • 土地价格相对较低； • 海景酒店物业； • 只购买开发项目中一个部分的开发商们也可以享受到配备完善设施的大型开发项目带来的优势； • 政府对于国际投资的欢迎和合作态度； • 出色的道路和运输系统； • PROESA 为投资者们提供关于国家的初步介绍； • 拥有实力的合资合作伙伴。

EL SALVADOR | 11

关心的问题：任何开发商或投资商可能都想要更深入地了解以下信息： • 环境审批所需的时间…参与审批的机构在大规模项目开发审批领域缺乏丰富的经验； • 融资…有相关服务可供使用，但是必须谨慎地开展准备工作，并证明市场的吸收能力和金融结构以降低抵押风险； • 应考虑拥有一家当地合作伙伴 - 或至少拥有一名对于当地商业操作拥有丰富经验的得力顾问； •与其他国家一样，萨尔瓦多也存在犯罪分子，但是大部分犯罪分子都是帮派成员。政府在遏制犯罪方面的措施已经取得了一定的成果。尽管这也是必须考虑的一个因素，但是根据我们的经验，犯罪并不属于该国的重要负面因素。如果需要申请授权，那么时间也是一个需要初步预估的因素，并且还需要确立一定的规则。申请过程并不会产生任何令人不快的感觉，但的确需要耗费一定的时间，因此需要在整个申请过程中获得当地专业人员的指导。

策略| 萨尔多瓦的发展呈上升趋势，这极大地鼓励了开发商在萨尔瓦多进行更多的投资

对经纪商的盛情邀请 INVITATION FOR BROKERS 难得一遇的在克罗地亚出售五星级前线房产的机会 A rare opportunity to sell five star front line real estate in Croatia

仅位于距杜布罗夫尼克旧城12千米的海滨居住房现正火热出售 Sea front residences available for sale, located just 12 km from the historic Old Town of Dubrovnik • Just 25 units available from only 170,000 Euros*

• 理想的地理位置

• 仅有25个单元房，仅170,000欧元起价

• Finance packages available

• Third successive season of operation

• 可提供贷款

• 连续三季的成功操作

• Non EU members can purchase through SPV

• Units fully furnished to a high standard

• 非欧盟成员国人民能通过SPV购买房产

• 高品味高标准的配套家具

• Croatia’s EU entry date now confirmed as June 2013

• Agent commission up to €24,000*

• 克罗地亚加盟欧盟的时间已确定为2013年6月份

• 代理佣金高达24,000欧元

• Croatia is one of the fastest growing tourism

• Established track record of rental performance with continued annual growth year on year

destinations in Europe. • 克罗地亚是欧洲发展最快的旅游胜地之一

• 与去年同期相比，年度租凭业绩稳定增长

*Subject to terms and conditions

• Desirable location

*需服从条款和协议

杜布罗夫尼克阳光花园（Dubrovnik Sun Gardens）为您的顾客提供克罗地亚阳光沐浴和俯览亚得里亚海的房产特惠该度假胜地的管理者是一支拥有由雷迪森蓝光度假温泉酒店颁发的许可证的经验丰富的团队

更多详情请咨询： Tatjana Tosic +385 (0) 20 361 650 tatjana.tosic@dubrovniksungardens.hr www.dubrovniksungardens.com

AUG/SEPT 2011 | www.opp.org.uk

Developer profile EL SALVADOR NEW OPPORTUNITIES

| 13

WORDS | Bill Clover

Think El Salvador

In this, the ﬁrst of a new series of regular columns on overseas property opportunities around the world, Panorama International president and chairman Bill Clover takes a good look at El Salvador, a country where his company has often worked and where he feels there is “particular investment and developer opportunity.”

l Salvador, by land mass, is the smallest Central American country, one where the ﬁrst difference you notice is the people. They are warm, digniﬁed and well educated. It reveres its past. El Salvador went through a civil war which ended about 20 years ago and, although the scars are still present, it is a great accolade to its people and leadership that the country has turned itself into a stable modern democracy. The population (2010) is estimated to be around 5.9 million people with a median age of 24 years. The economy has of course suffered like most today, but in El Salvador it has rebounded from the recession in almost every sector. The general impression one has when visiting the country on business

is that the country is serious about welcoming international business. El Salvador has a very pro-active new business development group Proesa - which coordinates visits, and provides introductions at the top of each sector. Proesa generally fills the role of guide, educator and introducer within the country. The organisation is definitely not intrusive. El Salvador has a coast line on the Pacific Ocean, as well as on the Gulf of Fonseca … with some fine beach frontage property. The capital city of San Salvador is an important hub airport for Central America, and it is where the business and banking sectors are headquartered. The capital is also a sophisticated city with upmarket hotels, shops restaurants, entertainment and clubs.

Business in El Salvador fortunately has a broad base and it can tap into various types of industry, much of it through direct international investment from some of the largest companies in the world. Investments include the agricultural industry, Maquilas (taxexempt assembly plants), aircraft maintenance, medical devices, specialised textile manufacturing and assembling, electronics, offshore business services...the list goes on. Tourism is an emerging but vital industry with the full support of government. The development of hotels and retirement housing for international purchasers, is considered essential as the employment ratios are very high in tourism. To date, the bulk of tourism has

Potential | Great sights and foreign investment opportunities attract visitors and developers alike.

For more information go to Proesa’s Mauricio Alvarez, who is bi-lingual in English and Spanish. He can be contacted as follows: Mauricio Alvarez. Investment Advisor, PROESA. Email him at: malvarez@Proesa.com.cv centred on San Salvador. Visitors use the city as a “mother ship” to travel from and see the attractions of the country. There are several hotel and residential development opportunities within large masterplanned, mixed-use resorts along the pacific coast and inland. Factfile: • Business is mature, with practically all business leaders at least bilingual and educated in the best El Salvador schools, and the very finest international schools as well; • The US Dollar is the currency in El Salvador; • The international airport, which is a regional hub provides facilities for seven major airlines and many small airlines, with 470 flights weekly worldwide; • El Salvador had the top ranking of all Central American countries in the recently published Index of Economic Freedom; • The road system is the best in Central America; • Communications, particularly cellular communications, are superb throughout the country; • Doing business in El Salvador is a relatively easy entry as the country welcomes international business. El Salvador is a pleasant surprise for me. San Salvador is a mature Latin city with an international flair. Leaving the capital city, the enjoyment continues in the discovery of the attractions and opportunities offered.

14 | EL SALVADOR

NEW OPPORTUNITIES

Outstanding attractions and activities: Of course a favourable climate, short flight times to major markets, and a welcoming attitude to foreign investment are premier attractions, but once a traveller arrives, in addition to the great weather, there is a lot for the tourist to do in El Salvador. The entire country from border to border can be driven in a day, and there is an lot of different things on offer: • Some of the best fishing in the world; • Mayan Ruins; • Some remaining Spanish Colonia Architecture; • Fine beaches and water sports; • Excellent surfing; • Yachting and sailing; • Volcanoes; • Lakes ; • Cultural tourism in established routes; • Excellent value shopping; • Wonderful international and local cuisine; • Eco tourism. Salvadorians are natural hosts and are eager to present the best of their country, and generally extend themselves in every way to a guest. 65% of the workforce is under 35. The country has a number of large master-planned developments within El Salvador where the developer acts as a master developer and sells off specific sites to international developers. There

“There is also a substantial number of developer incentives granted by government” are three of these larger developments in existence today, and several more in the planning process. One such development is Playa Secreta, a family-owned development with 340 H/A fronting more than 8,000 metres on the Gulf of Fonseca. The entire development is like an amphitheatre overlooking the bay. On completion the development will have 3,100 hotel rooms and 3,300 residences. The Port Village includes a cruiseship dock that will have a large commercial area. 14 action centres include every amenity - including a championship golf course with ﬁve holes that play over water, a tennis village, an equestrian village, and duty-

www.opp.org.uk | AUG/SEPT 2011

Resort | developments in El Salvador are on the rise, and they offer developers big incentives to get involved in the country free shopping ... all of which are great attractions for cruise ship passengers and guests. There are opportunities for developers and investors in: • Boutique and speciality hotels; • City conference hotels; • Resort residential product for investment, second homes; • A retirement residential product within a resort setting and with all amenities; • Amenity developments ... especially if linked to a saleable product like a spa, and equestrian centre, tennis, etc; • Waterfront hotels and residential developments; • Inland natural developments around natural spring lakes and near historic sites. There are also a substantial number of developer incentives granted by government, most of which are competitive with other countries in the region. The primary incentives include: • Substantial assistance from PROESA, the country’s excellent pro-active development arm, in becoming established in the country; • Total exemption from income tax for a period of ten years; • Partial exemption of municipal taxes for a period of ﬁve years if in a city; • Complete exemption of real estate transfer tax;

• Total exemption of taxes for the importation of goods related to the project. In addition to the government incentives above, the principal motivators for developers and subdevelopers are: • The availability of relatively inexpensive land; • Waterfront property; • Master developments with all amenities furnished for developers buying a component within the development; • A welcoming and cooperative government; • A superior road and transportation system; • The availability of PROESA to handle the initial introduction to the country; • Available and capable joint venture partners. Concerns: Any developer or investor might want to take a closer look at: • The time taken for environmental approval ... The well-intended authorities involved have not had great experience in the approval of larger developments in particular; • Financing ... It is available, but careful attention must be paid to preparation, proving market absorption, and

ﬁnancial structure to reduce lender risk; • Consideration should be given to having a local partner – or at least a strong consultant with experience in the country; • El Salvador has a criminal element like most countries, however crime is largely between gang members. The government has done a ﬁne job of containing crime for the most part. Although it must be taken into consideration, in our experience crime is not a substantial negative factor in this country. Time is also a factor which needs to be estimated initially and cranked into the formula if entitlements are needed. The process is not unpleasant, but is time consuming, and a local experienced guide is needed through the process. Generally language is not a problem with English widely spoken and other language translators available. PROESA is the ‘go to source’ for information and for on the ground assistance. Visits can be expected to include an educational tour, introductions to development opportunities and to the development community. There are a few consultants who have had in-depth experience in El Salvador and have been there on multiple assignments.

今天就加入我们！

day!

Join us to

与以色列投资商相约，我们带您进入世界最活跃的房地产之一的以色列市场 Meet the Israeli investor, enter one of the most active real estate markets

“以色列是世界上增长第三迅速的房地产市场…” “Israel is the third fastest growing real estate market in the world…”

(全球房地产指南, 2011年5月) (Global property guide, May 2011)

“2010年1月至6月，以色列公司在美国房地产市场投资了4.41亿美元，仅次于加拿大投资商”… “Israeli firms invested $441 million in US property in January-July 2010, second only to Canadian investors”…

(YNet 新闻, 2010年11月) (YNet news, November 2010)

国际房地产展 International Real Estate Expo

2011年11月1-2日 November 1-2, 2011

以色列特拉维夫市 Tel Aviv, Israel

www.tlvexpo.com 电话：+972-3-6706706 传真：+972-3-6700948 邮件：info@tlvexpo.com

精英房地产经纪是如何带给您最简单明了的投资产品的？ HAVE YOU NOTICED HOW THE BEST SELLING AGENTS OFFER THE MOST STRAIGHTFORWARD PRODUCTS?

如果你想要帮助您的客户走出不景气的美国房地产市场，我们的美国房地产债券一定能帮到您！ If you want simplicity for your clients in the heavily distressed US property market then talk to us about USA Property Bonds.

让您的客户在美国市场最不景气的时候仍能投资盈利养资助投PP）自人（ SI nt 个 ia 依照金计划ompl 老 IPP c S

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向您的客户展示在不景气的美国房地产市场下，最强大灵活简单的投资方式向您展示最简单易行的赚取佣金的方式 Show your clients the INTELLIGENT AND SIMPLE way to invest in distressed US property and we will show you the simple way to enhance your Agency revenues. 美国房地产债券： • 一臂距离之遥的投资 • 投资起价低门槛$15,000 • 对外国投资商的免税政策 • SIPP认定 • 可保证的投资回报及 • 由英国金融监管局监控管理

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商业境外债券

2011年8-9月 | www.opp.org.uk

OFFSHORE BONDS | 17

作者 | David Howell

境外开户国际金融家 David Howell 关注如何帮助您的客户像搬家一样成功地转移他们的资金。这是一个很棒的建议 - 对于大部分客户来说，他们都会十分感激那些能够在他们购买海外房地产时保护他们资产的经纪人。

当

客户决定到国外工作、生活或退休时，往往是因为这样做能够在经济方面为他们带来一定的收益。他们可能会到国外从事一份薪水更高的工作，而且在这个国家他们需要交纳的税金也更少。出国往往意味着去一个生活成本更低的地方。但是，情况往往不是那么让人称心如意，或者并不是那么容易如愿。重要的是，除了挑选合适的房地产以外，您的外籍客户一旦开始在海外新的生活方式，他们就会评估并在必要时量身定制自己的投资组合，以更好地利用新的住所和税收体制。即使是住在自己的本国，计划移居国外，那么这样做也会带来一定的好处，如果他们是高收入者，那么情况就更是如此了。毫无疑问，帮助您的客户了解并研究灵活而高效的投资产品，例如境外债券必定会带来可观的收益。境外债券是一种有助于避税的保险产品，包括了人寿险保单和投资组合。其中的人寿险元素能够为基础组合带来一定的法律和税收优惠，而该组合则可以由各种资产组成。

一般来说，人寿险保单会提供最低的人寿保障，因为债券的目的就在于从纳税、继承和投资组合角度实现更大的自由性和灵活性。在境外债券的名义下，可以将整个投资分为若干张保单。例如在英国，价值 100万欧元的债券可以由10张，每张金额为10万欧元的保单组成。这样做能够带来一定的收入支取、递延纳税以及财富转移收益，稍后我们将进一步讨论这方面的问题。通过债券操作，投资者可以自由地根据他们的投资战略来购入、管理和出售资产。这样就能够与投资顾问一起对资金进行积极的管理，或者从投资服务提供者提供的产品中选择一种与他们个人对风险和收益态度相符的投资组合模型。例如，当今大多数人寿保险公司都会提供并开放运营体系结构，这样投资者和他们的投资顾问就可以从各家投资服务公司选择业绩最好的基金。债券的一个重要优势在于只有它们发展成为应计费事件，也就是说获利真正实现时才需要纳税。境外债券下的投资基金的发展

延期缴税 | 作为众多好处之一并同海外债券一同使用

可以不考虑任何税项，但是境内债券通常就需要为其下的任何投资基金缴纳税金，如果由于售出某项投资，同时由购入另一项投资来取代其原先的位置，从中产生的利润就无需承担缴纳资本利得税的义务。无论是从临时支取还是定期支取角度来看，都可以运用最有效避税的方法来利用资金。每年都可以以递延收入的形式提取债券下每张保单5%的金额。这样每年提取5%的操作可以持续20年，或者也可以不

David Howell 是Guardian Wealth Management 的集团首席执行官。如需了解更多信息，请访问： www.guardianwealthmanagement.com

的保单，那么每份保单都可以通过信托转让指定不同的受益人。如果个人纳税金额较低或不纳税，那么这也是一种理想的避税方法。但是，对于在境外退休的个人来说，即使他们生活所在地不再受

“考虑到海外债券所带来的优势，它应以第一要务进行实施” 定期累积一定年限后统一提取，这样就不会触发税收规定中所谓的“应计费事件”。当每年提取金额超过5% ，或者债券全额变现时，上述无论哪种方式都需要交纳所得税。这种纳税递延是境外债券的另外一个关键优势。这就使得投资者能够更主动地掌握缴税时间，因为只要不违反这个每年5%的规则，那么应计费事件就可以一直递延至他从作为一名英国高税率纳税者转变为低税率或基础税率纳税者时才会发生。应缴纳的税金取决于此人当时的最高边际税率。对于打算退休后永久性定居国外的人们，如果他们移居至税率较低的国家，那么就能够享受这种纳税递延带来的收益，但是根据管辖权，这种纳税递延收益可能会丧失。这个时候，一位在个人境外定居咨询方面拥有丰富经验的国际投资顾问就能够发挥重要作用。通过信托境外债券的方式还可以允许个人在转移财富时抵消甚至全部减除应缴纳的税金。对于很多外籍客户来说，遗产继承是一个非常令人头疼的问题。例如，如果将债券分割为单独

英国所得税体制管辖，而且需缴纳的所得税税率较低，除非他们更改户籍，否则他们的房产仍然需要缴纳英国法律中规定的遗产税(IHT)。如果设立了一个基于资本赎回策略的境外债券，并且没有指定保险年限，那么债券就拥有固定期限，通常为99年，这样的话投资者死亡时这笔债券还不会到期。此时债券的所有权就可以由家庭中的成员继承。境外债券的另一大优势在于可以通过转入和合并的方式将个人的所有现有股份、共同基金和其他投资组合作为一个代管投资组合。这样不但便于资金的管理，而且个人还可以方便地从整体上概览他们所有的投资财富。对于在境外工作和退休的外籍人士来说，投资者在保单被放弃或可能将要放弃的这一课税年度中的课税状态至关重要，尤其是在他们计划重新回国的情况下。如果投资者打算移居国外生活，并且想要最大程度提高他们投资的纳税优惠，那么就应该将境外债券的优势列入“可行方法”清单中的高度关注地位。

18 | OFFSHORE BONDS

NEW OPPORTUNITIES

www.opp.org.uk | AUG/SEPT 2011

WORDS | David Howell

Offshore opening

In the wake of tough years for overseas property agents and developers, new thinking is essential. In this, the ﬁrst of our special reports this month, David Howell looks at how to help your clients move their money just as successfully as their house.

hen clients decide to work, live or retire abroad, they often do so specifically because there are financial benefits involved. They may be going to a job that is better paid in a country where they will pay less tax. Heading overseas often means going to a place where there appears to be a more affordable cost of living. But, things do not always work out so rosy, or so easily. Alongside property selection, it is important that in their new lifestyle abroad, your ex-pat clients also review and where necessary tailor their investment portfolios to take advantage of their new domiciles and tax regimes. There are benefits to doing this even while the individual is resident in their home country, in anticipation of the move abroad, particularly if they are high earners. It is definitely worth helping your clients to look at flexible and tax efficient investment products such as the offshore bond. An offshore bond is a tax-efficient wrapper combining a life insurance policy and an investment portfolio. The life insurance element provides legal and tax benefits to the underlying portfolio, which can consist of a variety of assets. Typically, the life insurance policy will provide minimal life cover as the purpose of the bond is to give the greater freedom and flexibility in terms of tax, inheritance and portfolio investment. Under the umbrella of the offshore bond the investment can be broken into several policies. In the UK, for instance, a £1m bond could consist of 10 policies of £100,000 each. This enables income withdrawal, tax deferral, and wealth transfer advantages, as will be seen later. Within the bond the investor has the freedom to buy, manage and sell assets in line with their investment strategy. This can be to actively manage the fund in conjunction with an investment adviser or to select a model portfolio that aligns with the individual’s attitude to risk and reward from an investment

provider. For example, most life assurers these days offer and open architecture structure, where investors and their advisers can select investments from the best-performing funds in a broad range of investment providers. One of the main advantages is that the bonds are only subject to tax when they become a chargeable event, i.e., when gains are realised. The investment funds held within

“The advantages delivered by offshore bonds should put them high on your ‘to do’ list” offshore bonds can grow gross of any tax, unlike an onshore bond, which usually is liable to tax within its investment funds, and in terms of managing the portfolio, there is no liability for capital gains tax if profit is taken from one investment and another purchased in its place. Access to capital can be made in the most tax-efficient way, both in terms of ad-hoc and regular withdrawals. Withdrawals can be made to five per cent of each policy under the bond every year as deferred income. This five percent amount can be taken every year for 20 years, or built up over a number of years and withdrawn on an ad hoc basis without triggering a ‘chargeable event’ for tax purposes. This is when more than five per cent a year is withdrawn, or the bond is cashed in full, either of which will result in income tax being charged. This tax deferral is another of the key benefits of offshore bonds. It puts the individual more in control of when they pay tax, since so long as the five per cent rule is not breached, a chargeable event can be postponed until the individual has moved from being a UK higher rate taxpayer to a lower or basic rate taxpayer. The tax payable is determined by the individual’s highest marginal tax rate at that time.

For people looking to retire abroad permanently, this deferral of tax can work in their favour where they move to a country with lower taxes but depending on the jurisdiction, the benefit of tax deferral may be lost. This is where the advice of an international adviser with experience of advising individuals living in offshore markets can be of benefit. Creating an offshore bond in trust can also allow individuals to offset or wholly mitigate taxes due when transferring their wealth. Inheritance is a thorny issue for many ex-pat clients. For example, by dividing the bond into separate policies, each policy can be assigned in trust to a different beneficiary. This can be tax efficient where that individual is low or non-tax paying. However, for individuals who retire abroad, while they may live outside the UK income tax regime and so be subject to lower income tax, unless they change their domicile their estate can still be liable to IHT under UK law. By setting up an offshore bond on a capital redemption basis, where there are no lives assured, the bond has a fixed life,

David Howell is the group chief executive, Guardian Wealth Management. For more information go to: www.guardianwealthmanagement.com

usually 99 years, and so does not end on death. In this way ownership can pass down through a family. Another major beneﬁt is the ability to transfer in and consolidate all of an individual’s existing stocks, mutual funds and other investments into the one, managed portfolio. This makes for easier administration and the individual has an easy to access overview of their invested wealth all in one place. For expatriates working or retiring abroad, it is the investor’s tax status in the tax year in which policies are surrendered, or are likely to be surrendered, that is crucial … especially if a return to their home country is envisaged. The advantages delivered by offshore bonds, especially for those looking to maximise the tax efﬁciency of their investments, should put them high on the “To Do” list when preparing to live overseas.

Tax deferral | is one of the many benefits that come with using offshore bonds

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商业分式产权

2011年8-9月 | www.opp.org.uk

FRACTIONAL | 21

作者 | George Sell

名字又代表什么呢？分式产权面临的一个主要问题是很多人根本就不知道它到底是个什么东西，而且现有的概念也是混淆不清。很多房地产记者都对一些行业术语感到迷惑，那么公众又有多少机会了解它的真实面目呢？分式产权专家 George Sell 将为 OPP Asia 读者提供一些有用的定义。

在

最近某期《纽约时报》中我惊奇地发现，某记者在提及私人住宅俱乐部时，把一些概念完全弄错了。他完全不知道自己在做什么。之后他又开始谈起目的地俱乐部。也许作为分式产权领域的一名所谓的“业内人士”，我曾理所当然地认为房地产专业人士应该理解其中的概念，现在我对我之前的结论感到愧疚。毫无疑问分式产权日益流行，而且也逐渐成为二手房产市场中一个越来越重要的元素，在多用途开发项目中尤其重要。因此为了使来自各行业的 OPP Asia 读者正确了解这一领域，接下来我将简单介绍一下分式产权房地产的基本形式。关于分式产权最常见的一个误区是两个人之间对房地产的一种共用关系。但是通过这种公用你并不能拥有有形的资产，而只是购买了在某些时间内使用一处或多处度假物业的权利。通过分式产权你就购买了一定百分比的真实砖块和砂浆，这可能是契约产权或者由专业信托公

司受托持有房产的一部分。然后这分式产权赋予你在一年中若干个星期内使用房产的权利，和分时享用不同的是，你可以通过转让或遗嘱的方式受让所有权…或是进一步出售你持有的分式产权。基础分式产权分式产权的基本形式是指购买位于固定地点的某个单元物业的不动产所有权的一部分。常见的份额从1/13到 ¼ 不等，在某些特殊的情况下还有更大和更小的比例可供选择。你可以购买度假酒店中某个特定的单元，但是在某些酒店中，你可以入住酒店中同等面积和同种户型的任何单元。为便于区分，我将使用美国顾问 Richard Ragatz 所制定的规则，也就是把每平方英尺售价低于1,000美元的单元作为基础分式产权，而任何售价高于上述标准的单元则作为私人住宅俱乐部（请参见下文）。每年需支付保养费和维修费。私人住宅俱乐部私人住宅俱乐部的特点是售价

三思而后行 | 在进行交易前需了解不同种类的所有权

更高、设施更完善、单元面积更大以及地段更优越，它是分式产权市场的高端产品。从产权和法律结构角度来看，他们的性质通常与基础分式产权相同。私人住宅俱乐部(PRC)市场在位于阿斯彭(Aspen)、范尔(Vail)和帕克城(Deer Valley)的美国顶级滑雪度假村启动，而且这些抢手地段的市场行情最好。 PRC 通常拥有综合的现场设施和服务，并且配备管理员，负责安

George Sell 是《Fractional Trade》杂志的编辑。请访问： www.fractionaltrade.com

类俱乐部都已经停止运营，只剩下一家主导市场。该市场中近几年流行的趋势是产权型目的地俱乐部。从根本上来讲，这种类型的目的地俱乐部是一种买入某种房产物业组合的投资资

“最近的投资趋势已转向为权益为主并拥有共同所有权的俱乐部” 排业主入住期间的活动。这种类型的产权也需要支付年费。基础分式产权和 PRC 的共同特点在于一般购买者拥有在该地区购买某房产完整产权的经济实力，但是他们却选择购买分式产权，那是因为他们看到了只为所需要的部分以及享受到的保养和管理服务买单，以及这种做法带来的优势。很多分式产权和 PRC 都与交流项目相关。这就使得业主们可以在全球其他参与此类项目的度假村中享受本该在自己持有产权的度假村中度过的时间。交流项目的规模各异，可能是几家，也可能是几百家度假村参与。目的地俱乐部目的地俱乐部市场近年来发展最为迅猛，但是遭受经济衰退的打击也最大。他们提供俱乐部会员资格，赋予用户们在全球指定酒店入住指定天数的权利，常见的区域包括美国、欧洲和加勒比地区，但是不涉及酒店物业的任何实际产权。如果你想要脱离俱乐部，那么通常将会退还你80%的入会费。目前大部分此

金…然后由此产生的房产组合由所有股东共同持有。其中一些基金具有固定年限，将在指定期限后售出房产组合，然后将收益分摊给所有股东。Hideaways Club 就是一个很好的例子。俱乐部会员有权在组合中的任何一家酒店中入住指定天数。从规格、设施和价格角度来看，目的地俱乐部是市场中最高端的产品，之后就是 PRC。除了会费以外，还需要支付年费。也会出现向目的地俱乐部模式转型的情况。这些方案包括租赁项目，并运用更友好的入住日程安排，为会员提供更灵活的度假体验。显然，每个分式产权项目之间都会存在细微的差别，但是大多数项目都可归类于我在上文中介绍的一种类型。如果您想要了解关于分式产权的更多知识，那么可以参加将于 10 月份举办的 OPP 现场/房地产投资商展，分式产权领域的活动由 Fractional Life 主办。现场将会有大量分式产权专业公司和顾问为您解答各种问题。

22 | FRACTIONAL

BUSINESS

www.opp.org.uk | AUG/SEPT 2011

WORDS | George Sell

What’s in a name?

One of the main problems facing fractional ownership is that many people don’t actually know what it is, and deﬁnitions are confusing. Many property journalists are bamboozled by some industry jargon, so what chance has the general public got?

was amazed to find, in a recent New York Times piece, that one of their journalists who was referring to private residence clubs was able to get his wires completely crossed. He clearly had no idea what he was doing. He then started talking about destination clubs instead. Perhaps as “an insider” in the fractional world I am guilty of taking it for granted that property professionals understand the concept. There’s no doubt that fractionals are growing in popularity, and will be an increasingly important element of the second home market, particularly in mixed-use developments. So for the benefit of OPP Asia readers from across the industry, here is a concise guide to the basic forms of fractional real estate. The first and most common misconception about fractional ownership is that it is timeshare by another name. But with timeshare you don’t own a tangible asset, you are buying the right to use one or more holiday properties at certain times. With

fractional ownership you are buying a percentage of actual bricks and mortar – whether this is a share of a deeded ownership or a property held in trust by a specialist trustee company. This fraction then entitles you to use the property for a certain number of weeks a year, and unlike timeshare, you can transfer or will ownership ... or sell your fraction on. Basic fractional ownership. The basic form of fractional ownership consists of buying a fraction of a freehold of a unit in a fixed location. Typical share sizes range from 1/13th to ¼, although larger and smaller options are available in certain circumstances. You may be buying in a specific unit in the resort, but at some resorts you may stay in any available unit of the same size and style. For the sake of differentiation, I am going to use the guidelines set out by US consultant Richard Ragatz who defines units with a selling price of less than US$1,000 per square foot as basic fractional ownership, and anything with a price above that as

Take a look | at the different types of shared ownership before getting involved

a private residence club (see below). Annual dues are payable towards maintenance and upkeep. Private residence club With higher prices, more amenities, bigger units and the very best locations, private residence clubs are essentially the upmarket end of the fractional ownership market. In terms of ownership and legal structures, they are usually the same as basic fractionals.

“The trend recently has been for equitybased destination clubs with joint ownership” The PRC market took off in the top US ski resorts of Aspen, Vail and Deer Valley, and it is these sort of soughtafter locations that work best. A PRC will usually have a comprehensive range of on-site amenities and services, with a concierge on hand to arrange an owner’s activities during their stay. Again annual dues are payable. A common feature of both basic fractionals and PRCs is that the typical buyer can usually afford the whole ownership price for a property in the area, but chooses to buy a fraction as they can see the beneﬁt of only paying for what they use and having maintenance fees and admin taken care of. Many fractionals and PRCs are afﬁliated to exchange programmes. These allow owners to swap some of their allotted time at their home resort for nights at other participating resorts around the world. The exchange programmes range in size from just a few resorts to several hundred. Destination clubs The destination club sector has seen the most evolution in recent years and has been hardest hit by the recession. They offer membership of a club which entitles the user to a certain number of nights’ usage at a range of properties

George Sell is the editor of Fractional Trade. Visit: www.fractionaltrade.com across the world, typically including the US, Europe and the Caribbean, but do not include any ownership of the actual properties. If you want to leave the club you would typically be refunded around 80% of the joining fee. Many of these clubs have now folded, with one dominating that market. The trend in recent years has been for equity-based destination clubs. These are essentially investment funds that acquire a portfolio of properties … and the portfolio created is then jointly owned by all of the shareholders. Some funds have a finite lifespan and will sell the portfolio after a set period, distributing the proceeds between shareholders. The Hideaways Club is a good example of this. Members are entitled to a set number of nights’ usage across the portfolio. In terms of specification, amenities and pricing, destination clubs tend to be at the top end of the market, along with PRCs. As well as a membership fee, annual dues are payable. There has also been a move towards destination club models. These schemes include rental programmes and make use of much more friendly occupation calendars that offer members a far more flexible vacation experience. Obviously there are many subtle differences between one fractional project and the next, but the vast majority will fall in to one of the brackets I have outlined above. Anyone keen to learn more about fractional real estate should head to the OPP Live /Property Investor Show in October, where Fractional Life is hosting a fractional ownership zone. There will be a wide selection of fractional operators and consultants on hand to answer any specific questions you might have.

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— International golf 国际高尔夫俱乐部 — Salmon fishing

大马哈鱼垂钓

— Red deer stalking & Grouse shooting 与野生动物的互动（红鹿，松鸡等野生动物）仅十分钟车程便到达Gleneagles酒店高尔夫水疗度假村这里是 2014年莱德杯的主办地点

内部以外部图片均为电脑生成。CLATHYMORE 的The Control Tower项目已入围苏格兰2011年度住宅决赛名单。

商业另类投资

2011年8-9月 | www.opp.org.uk

ALTERNATIVES | 25

作者 | Daniel Kiernan

农场不失为理想的对象农场是IFA 以及正在努力拓展投资产品的经纪人值得考虑的一个投资对象。这种产品拥有丰富的背景资料，不仅能够为投资者带来可观的回报，而且还可以让经纪人获得不错的佣金。在本文中，Alternative Outlook 的首席投资分析师 Daniel Kiernan 将为客户概述把视线转移至农村寻找有趣新产品的好处和关键卖点。

这

个主意听起来似乎很不错，但是农场能够为房地产经纪人带来那些切实的收益呢？作为一种投资产品，农场能为经纪人带来三大好处： • 有助于销售活动的大量背景资料； • 经纪人的可观佣金； • 农场产品能够从战略角度与现有的产品系列相契合。投资农场有大量背景资料可作为支持，而且这些资料媒体报告中都可以轻松了解到。我将在下文中对背景资料这一话题展开讨论，但是对于经纪人来说，这些资料不失为帮助客户了解农场，并成为他们考虑投资于农场理由的有用途径佣金与战略契合与我们上一期 OPP 中曾经讨论过的黄金不同，相比其他房地产投资产品，农场投资的佣金率非常可观。经纪人甚至不应该只把农场作为“补充”产品；而是应该将其作为构成业务模式中流砥柱的核心产品。对于已经开始从事房地产销售的经纪人，农场是一种极为类似的

资产，并不会在消费者中形成一种你只是赶上了最近的一股投资风潮的观念。背景资料中的关键卖点全球粮食需求：农场需求受全球人口增长的支持。目前全球人口以每年 7500 万的数量增加，预计到 2050 年将增加 23 亿。到那时就会多出那么多的嘴要吃饭！这就要求全球粮食产量增长 70%，但是全球农场增长幅度非常有限，而且地球上人均耕地面积在过去的 40 年中已经减少了一半。此外，由于新兴经济体国家人民生活水平的升高，肉类需求量也随之上涨；例如，20 世纪 80 年代期间，中国每人每年食用 20 公斤肉类。但是到 2009 年，这一数字已经上涨至 50 公斤。这就意味着要求为农畜产品提供食物的土地面积的更大幅度增长，因为 7 公斤谷物才能产出 1 公斤肉类。由于这些全球压力的存在，粮食价格，随之还有农场售价和租价都可能会出现大幅度上涨。

我们已经看到这方面的事实。根据世界银行发布的数据，从 2005 年起主要粮食作物的售价已经上涨了 80%。2008 年，15 个国家出现粮食危机，引发世界粮食价格飙升，根据欧盟的预测，到 2011 年粮食价格还会上涨 20%。这是一则经得起详细调查的具有说服力的背景资料，而且也证实了全球经济的未来发展趋势。

而且农场是规避高通胀的有效工具。在这个充满不确定因素的时代，一种能够抵抗经济动荡和波动的投资产品对于大多数消费者来说都十分具有吸引力。此外，优秀的产品提供者还能够准确预测他们的产品成本和粮食产量，从而精确地计算出可以为投资者们带来多少收益。也就是说这种投资可以拥有与债权一样的结

“投资回报的表现是由食物需求决定的，而不是经济” 稳定的投资另类投资的一大主要优势在于它们的表现与大众普遍持有的资产之间不存在连带关系。这就意味着它们是有助于实现投资组合多样化，并降低投资风险的有效工具，毫无疑问这也是农场投资的主要特点之一。农场投资的表现是以粮食需求为基础，而不是经济的力量，

构：固定年限，每年支付固定费用。虽然这些类型的投资并不具有什么特殊的魅力，但是它们的低风险和回报可预测性优势使得他们对保守投资者产生了一定的新引力，并且尤其适合纳入SIPP（个人投资养老基金）。需要注意的事项位置…以前农场的投资者们往往是那些高收入者或机构投资者，他们拥有充分的资源来寻求、买入、管理和转售大规模的土地。阻碍小投资者进入这一领域的最大障碍是发达国家中极为高昂的地价。这种情况现在发生了变化。现在最大的投资机遇出现在南美、东南亚和撒哈拉以南非洲地区，当地的地价比英国便宜 10 到 20 倍，而且发展形势也在不断改善。现在我们来看一下适合小投资者进入市场的高质量、低门槛产品。

供给&需求 | 人均耕地面积的总额在近40年里缩减了一半

尽职调查与其他任何投资一样，开展全面的尽职调查非常重要。需要调查的主要问题包括： • 确保投资者拥有土地的产权

26 | ALTERNATIVES

- 这就使得投资者拥有有形资产的直接所有权，保证了投资的安全。 • 确保有独立的投资经纪人，在出现违约或产品提供者停止交易的情况下代表投资者开展活动。避免投资者持有偏远国家少量，并且相对价值较低土地的情况发生，这一点很重要。独立经纪人应代表所有投资者售出所有可用土地，并将收益分派给投资者。 • 确认是否为粮食担保。通过购买保险为投资提供保障似乎过于正式而不太现实，但是应为粮食进行担保，确保即使粮食出现病害或暴风雨侵袭等情况，仍然能够支付投资者的投资回报。重要结论 • 农场投资对于经纪人而言是将其业务多样化同时又不会偏离核心业务太远的一种好方法。 • 农场投资与海外不动产项目提供的佣金级别类似。 • 农场投资拥有大量的背景资料，有助于经纪人在消费者心中确立其地位。 • 作为一种尚未与大众普遍持有的资产发生关联的另类投资，农场投资有利于投资者的财富多样化。 • 高品质农场产品能够为消费者提供安全以及可预测的回报。

商业另类投资

www.opp.org.uk | 2011年8-9月

背景信息：新闻中的农场接下来是一些最新的全球新闻事件，其中都提到了大型投资者对农场投资需求的升温： 2010 年9 月发布的世界银行报告中指出，2009 年“宣布大规模农场投资交易面积达 4500 万公顷”，而 2008 年前，农业用地年平均扩张小于 400 万公顷。世界银行农业部部长 Jürgen Voegele 在报告中表示“由于商品价格波动、人口和环境压力增大，以及对于食品安全的焦虑进一步升温”，市场对于农场的投资兴趣日益上升，而且“土地需求一向很大”。 • 2009 年 12 月，纽约组合基金公司 Optima 的首席执行官 Dixon Boardman 宣布美洲农场价值 1亿美元的投资计划。同月，总部设于伦敦的 Agro-Ecological Investment Management 公司宣布将增加 600 万美元购买新西兰的土地。 • 2009 年 3 月，NCB Capital 开展的一项研究指出，沙特阿拉伯和阿联酋目前共同持有 280 万公顷农业用地，这些土地主要分布于苏丹、巴基斯坦、土耳其和印度尼西亚，以保证小麦、水稻、大豆、玉米和苜蓿的种植。 • 2010 年 7 月，Agriﬁrma Brazil 宣布在获得香港企业巨头的经济支持后，在香港证券交易市场上市的意向。具体的业务计划是将其位于巴西的地产银行规模从 60,000 公顷扩大至 100,000 公顷，并将生产的产品向中国出售。 • 2010 年 11 月，日本贸易公司 Sojitz Corp. 宣布将开始在阿根廷种植大豆和其他作物，并将产品出口至亚洲，以充分利用不断增长的需求。 • 2010 年 11 月，阿布扎比宣布通过成立一家国有商行挺进农产品市场，其目的在于保证依赖进口的国家的粮食供应。 • 2010 年 11 月，俄罗斯宣布干旱摧毁了该国超过三分之一的粮食作物，因此在酷暑过后可能需要开始进口粮食。2009 年，俄罗斯曾经是全球第三大小麦出口国。 • 其他已经在该领域中开展业务的包括德意志银行（中国的生猪养殖和养鸡）以及俄罗斯的 Renaissance Capital，其在乌克兰持有 100,000 公顷的农场。

位于悉尼最后一块未被开发的稀缺滨水地区的住宅已经开售 Sell one of the most visionary redevelopments ever undertaken in one of Sydney’s last undeveloped waterfront sites 项目坐落于高档的悉尼码头，靠近悉尼最著名的购物、餐饮区域，毗邻悉尼奥林匹克公园的休闲娱乐场所。规划中附属豪华码头私密半岛社区以及便利的公路,轨交和轮渡使您可以轻松到达悉尼各区。

投资优势: 极为舒适而富有活力的滨水生活客户支付20%的定金就可以免除6%的贷款利息便利的交通，靠近渡轮，轨交和公交站毗邻澳洲的顶尖大学附近运动，娱乐，生活福利设施齐全紧邻超级市场和购物中心(Newington, Rhodes & Homebush Bay) 广受中国和亚洲买家的推崇由悉尼最大的最成熟的开发商开发位于澳洲环境最优美社区

代理分销的优势：由财富房地产集团为亚洲市场特别挑选，非常贴近亚洲市场的需求高额的佣金收益大型开发商，拥有上千个单元可供销售丰富全面的中英文市场推广资料售前培训和后续的销售支持来自财富集团直接的销售管理

售价：2,700,000RMB起首付仅需20%, 并可提供80%的房屋抵押贷款

请与我们联系代理分销：

中国大陆地区:

电话：+44 (0)7974 667478 邮件：robert.b@fortuneregroup.com

电话： 4006838535 邮件： tim.w@fortuneregroup.com

马上付定，立即获取6% 的利息返还！

诚邀经纪人推广我们的绿卡项目 Agents needed to promote our beneficial Green Card Program EB-5是投资人投资经美国联邦政府许可的投资移民项目而获取绿卡的一种途径。

EB-5 Green Card Program for immigrants moving to the United State

我们的EB-5项目都是经由我们精心挑选的，我们富有经验的团队提供客户全程的移民咨询和支持。关键是我们的客户是无需支付任何服务费的。投资人要求 • 申请者需向EB-5地区项目中心投资100万或50万美金并且是合法收入 • 每笔投资必须提供至少10个的就业机会给美国人 • 投资人无需有从商经验或学历及语言要求 • 唯一要求投资人具有资产并有可以符合投资的现金 • 申请EB-5没有任何国籍要求 • 投资人需出具可以证明合法收入的文件

• To be approved, $1 million or $500,000 to be invested into a regional center • Multiple regional centers available for investment with comparative independent information for positive/negative aspects • Support and assistance throughout entire immigration process • Knowledgeable and experienced consultants

EB-5项目的选择并不是仅在一个地区，我们会提供给客户最贴合客户要求的项目以供选择。如果您对分销我们项目感兴趣，请联系： Tim Wang 4006838535 tim.w@fortuneregroup.com

专业协助您的客户申请英国签证 • 各类赴英签证

• All sorts of visa applications

• 申请英国投资移民

• Tier 1 investor visa

• 投资100万英镑（或20万英镑）-5年后获得永久居留 • 投资500万英镑 – 3年后获得永久居留 • 投资1000万英镑-2年后获得永久居留

Supporting your clients professionally with their UK visa requirements

• Invest GBP1million (or GBP200,000) get settlement after 5 years

• Invest GBP5millions

get settlement after 3 years

• Invest GBP10millions

get settlement after 2 years

Telephone (电话): 0044 1892 615036(UK) 0086 10 57372526(北京) Fax (传真): 0044 1892 618689 Email (邮箱): info@weijinguk.com www.weijinguk.com www.candjinternational.co.uk

AUG/SEPT 2011 | www.opp.org.uk

INVESTMENT

ALTERNATIVES Farmland | 29

WORDS | Daniel Kiernan

Farms look good

IFAs and agents looking to broaden their offering of investment products should consider farmland. It’s a product with a great back-story that offers solid returns for investors and good commissions for agents. In this article Daniel Kiernan, chief investment analyst at Alternative Outlook, outlines the beneﬁts and key selling points of moving into the countryside to ﬁnd an interesting new offering for your clients.

t sounds good, but what are the real benefits of farmland for property agents? As an investment product, farmland offers three key benefits to agents: • A great back-story to help sell it; • Favourable commissions for agents; • Farmland is a strategic fit with existing product offerings. The case for investing in farmland is supported by a great back-story that can easily be substantiated in the press. I’ll expand on this back-story below, but for agents it’s a useful way of helping consumers to get a handle on farmland and the reasons to consider investing in it. Commissions & strategic fit Unlike gold, which we reviewed in a previous issue of OPP Asia, commissions on farmland compare very favourably with property investment products. Agents don’t need to consider farmland as just a “complimentary” product; it can be a core offering that forms a central plank in their business

models. For agents already selling property investments, farmland is a similar enough asset to avoid the perception amongst consumers that you’re just jumping on the latest bandwagon. Key Selling points in the story Global Demand for Food: demand for farmland is supported by the growth of the world’s population. Currently the global population increases by 75 million each year and is forecast to reach 2.3 billion by 2050. That’s a lot of extra mouths to feed! This will require a 70% increase in global food production, yet the total amount of farmland in the world can only increase by small amounts and the amount of arable land per person on the planet has halved in the last 40 years. Furthermore, as living standards rise in emerging economies demand for meat also rises: for example during the 1980’s each person in China ate 20kg of meat per year on average. By 2009 that had increased to 50kg of meat per year. This requires ever greater amounts of

Supply & Demand | The amount of arable land per person has halved in 40 years

land to provide animal feed as it takes 7kg of grain to produce 1kg of meat. With these kind of global pressures crop prices, and hence the price and the rents of farmland, will rise - perhaps very steeply. We’re already seen evidence of this. The price of staple crops has risen by more than 80 per cent since 2005, according to the World Bank. There

“The performance of the investment is based upon the demand for food, not the economy ” were food riots in 15 countries during a period of soaring prices in 2008 and the UN is predicting that food prices could rise by as much as 20% in 2011. This is a compelling back-story that stands up to scrutiny and holds true whatever happens next in the global economy. Solid Investment One of the principal beneﬁts of alternative investments is that their performance is not correlated to the performance of more commonly held assets. This means they are useful tools to help diversify a portfolio and reduce risk and this is certainly one of the key characteristics of farmland. The performance of the investment is based upon the demand for food, not the strength of the economy and farmland is a strong hedge against high inﬂation. In these uncertain times an investment that can be an insurance against economic turbulence and volatility is an attractive proposition for many consumers. Also, good product providers should be able to accurately forecast both their

production costs and their crop yields and therefore calculate exactly how much they can afford to pay back to investors. This means investments can be structured like a bond: with secure annual payments over a ﬁxed term. While these kinds of investments aren’t particularly exciting, the low risk and predictable nature of them makes them appeal to conservative investors and are particularly suitable for inclusion within a SIPP (a Self Invested Personal Pension). What to look out for Location … Previously investments into farmland were the preserve of either high net worth individuals or institutional investors who had the resources to source, purchase, manage and sell-on large parcels of land. The biggest barrier preventing smaller investors from participating was the very high prices of land in developed countries. This situation is changing now. The biggest opportunities are now in South America, South East Asia and SubSaharan Africa, where the prices are 10 or 20 times cheaper than in the UK and the growing conditions are better. We are now starting to see high quality products with low entry levels that are suitable for smaller investors start to come to market. Due diligence As with any investment, it’s important to undertake thorough due diligence. Key issues to investigate include: • Ensuring that investors have title to the land – this provides the direct ownership of a tangible asset that gives the investment its security. • Ensuring that there is an independent investor’s agent in place to act on the investors behalf in the event of

30 | ALTERNATIVES Farmland

a default or if the product provider ceases trading. It’s important to avoid the situation where an investor is left holding a small and relatively worthless parcel of land in a far-off country. An independent agent would act on behalf of all of the investors to sell all of the available land and use the proceeds to repay investors. • Checking that the crops are insured. An insurance backed investment would be too good to be true, but the crops should be insured so that investors’ returns can still be paid in the event of disease or storm damage for example. Key conclusions • Farmland is a good way for agents to diversify their product offering without being seen to stray too far from their core business model. • Farmland provides similar commission levels to overseas property projects. • Farmland has a great backstory to help agents position it with consumers. • As an alternative investment that is not correlated with more commonly held assets, farmland helps consumers diversify their wealth. • Quality farmland products are structured to provide consumers with secure and predictable returns.

INVESTMENT

www.opp.org.uk | AUG/SEPT 2011

Large Scale Investment in Farmland Here is a sample of some recent world news events, all of which refer to the increased demand for farmland from large scale investors: • A World Bank Report in September 2010 notes that “45m hectares worth of large scale farmland deals were announced” in 2009, compared with annual average expansion of agricultural land of less than 4m hectares before 2008. Jürgen Voegele, director of agriculture at the World Bank, says in the report that “given commodity price volatility, growing human and environmental pressures, and worries about food security”, interest in farmland is rising and “The demand for land has been enormous.” • In December 2009, Dixon Boardman, chief executive of Optima, a New York fund-of-funds business, announced plans for a $100 million fund to invest in American farmland. In the same month, the London-based Agro-Ecological Investment Management announced that it is raising $60 million to buy land in New Zealand. • In March 2010 a study by NCB Capital noted that Saudi Arabia and the United Arab Emirates together now hold 2.8m hectares of agricultural land, primarily in Sudan, Pakistan, Turkey and Indonesia to safeguard sources of wheat, rice, soya beans, corn and alfalfa. • In July 2010 Agrifirma Brazil announced its intention to list on the Hong Kong stock exchange after receiving the backing of Hong Kong tycoons. The business plan is to increase its land bank from 60,000 to 100,000 hectares of land in Brazil and sell the produce of the land to China. • In November 2010 Sojitz Corp., a Japanese trading company, announced that is will start producing soybeans and other crops in Argentina for export to Asia to take advantage of rising demand. • In November 2010 Abu Dhabi announced that it is to make a bold foray into commodities with the establishment of a government-owned trading house aimed at securing food supplies for the import-dependent nation. • In November 2010 Russia announced that it may need to start importing grain after a heat wave a drought had destroyed more then one third of its crop. Russia was the world’s third biggest wheat exporter in 2009. • Others already established in this market include Deutsche Bank (pig breeding and chicken farming in China) and Russia’s Renaissance Capital, with 100,000 hectares of farmland in the Ukraine.

投资普吉岛的五星级酒店，您的客户将获得连续10年每年8%的租金保证。 Sell a 5*Resort in Thailand and give your clients a unbeatable 10 year rental guarantee at 8%

成为我们亚洲投资顾问和代理商，您需要具备: • 多样化的投资客户群

分销代理商优势：

• 有志于在泰国投资高档5星级度假地

• 全套中文的推广资料 • 中文化行销支持 • 电话及面对面的培训 • 丰厚的佣金

• 同销售伙伴保持密切联系并提供必要的支持 • 准备获取丰厚的销售提成

投资客户的收益： • 投资多样化的绝佳机会 • 低门槛，起价仅需266314 人民币 • 确保10年，每年8%的收益率 Directly opposite the lake and World Class golf course, you can give your • 稳健的资金增长 clients a unbeatable 10 year rental guarantee at 8% on a 5* resort in Thailand • 专业管理团队的支持 • 坐落于世界顶尖的高尔夫球场除了高尔夫之外，度假村还提供水上运动项目，酒店配备五星级餐饮及温塔纳湖景度假和温泉酒店坐落于温塔纳湖中央，俯视世界级的高尔夫场地的同时，游客不仅能欣赏蓝俊岭高尔夫球场的美景，还能在入住五星奢华酒店的同时体验其他主要的普吉岛球场。

豪华的水上餐厅，让住客能在日本水花园中体验奢华及独具异域风情的水疗。这样的生活方式令人神往金融大礼包更为诱人。您的客户投资至少27万人民币便可获得可观稳健的回报。

不要以为我们只是说说而已，老虎伍兹曾说过：

Agent Benefits： • Full Mandarin marketing material • Full white labeled marketing materials • Phone and face to face training • Good commissions • Sellable product for today’s market • Diversify your clients portfolio • Generous agent incentives

这是我打过的最好的球场。请与我们联系代理分销：

中国大陆地区:

电话：+44 (0)7974 667478 邮件：robert.b@fortuneregroup.com

电话： 4006838535 邮件： tim.w@fortuneregroup.com

www.fortuneregroup.com

32 | MARKET SNAPSHOT

市场掠影西班牙

www.opp.org.uk | 2011年8-9月

作者 | Sean Lightbown

Greek land sale plans may fold to public opinion 5th April 2011 Greek government plans to raise billions of euros from the sale of state-owned land may fail if the authorities there cave in to public pressure to keep these assets in public ownership.

西班牙政府已经开始着手一项国际巡回推介，试图说服投资者们伊比利亚市场目前仍然是安全的投资场所。立即购买，他们表示：还可以享受减价优惠。

Wealthy buyers ‘still believe in Greece’ 30th March 2011 Buyers “still believe in Greece as an international destination”, according to Katerina Katopis, a director at Dolphin Capital Partners, which is building a luxury resort development in the country. Greek prices will crash again say local agents 30th July 2010 Greece’s continuing sovereign debt crisis is impacting on the property market by forcing up real estate taxes and causing units to be marked down by as much as 50% All stories from opp.org.uk

西班牙市场快报

在

2010 年的最后几个月中，西班牙经济开始步入恢复的轨道，季度 GDP增长 0.2%，年度总增长 0.6%。虽然这个数字看起来似乎微不足道，但好歹已经开始向好的方向发展。西班牙公共设施、交通和住房部部长José Blanco 和住房部国务卿 Beatriz Corredor 最近参加了西班牙海外房地产部门的巡回推广活动，他们表示情况正在发生转机。这两位官员表示，现在正是投资者们回到西班牙市场的合适时机：他们传达的重要信息包括： • 与 2007/2008 年时的高点相比，扣除物价因素，住房价格已经平均下降了 20%...像阿利坎特之类的大型沿海城镇房价的下跌幅度甚至达到了 40%； • 政府推行的经济结构改革推动了西班牙市场的复苏； • 西班牙城市规划方面的法律框架保证了任何市民都能够绝对安全地购买房地产。 Blanco 向 OPP 表示，他认为“现在是投资西班牙房地产的理想时机。我们能够提供的竞争优势仍然存在：安全、便利的交通、宜人的气候、高品质的生活、一流的公共服务以及基础设施。” 政府正努力采取严厉措施制裁“投机、贪污和市政厅犯罪”等严重影响国家在如自治区安塔卢西亚 (Andalucia)等区域声望的行为，在这些地区类似于 AUAN 之类的群体正继续为已判定为非法开发的房屋而作斗争。根据 Blanco 的看法，有迹象显示房价可能已经开始升温…但目前价

格仍然很低。“西班牙经济已经出现开始复苏的迹象”，他表示。 “2010 年第四季度，西班牙 GDP 年度增长幅度为 0.6%，而且未来月份的预测也进一步证实了这一趋势。西班牙政府目前为缓解经济危机而推行的措施也发挥了一定的作用，其中包括重组银行系统，提高劳动力市场的灵活性以及改革养老保险制度。” Corredor 也认为“房地产市场已经开始复苏。我们国家房地产市场中有大量房地产可投资，而且价格也比几年前平易近人得多。自由市场房屋的价格已经从 2008 年第一季度时的平均价格下跌了15.4%，扣除物价因素下跌幅度超过了 20%，某些省份度假型房屋的房价下跌幅度甚至达到了 24%。” 她又说到“透明性”将成为新买家重新进入市场的关键。政府已经推出了“一项任何可能致使房屋违法的程序都将公开记入房地产登记证中的措施。任何人都可以免费查看该登记证。这样购买者就可以确认某项房屋购买交易不存在任何风险。” 政府还与西班牙的各国大使馆合作，确保提供房地产登记证翻译件。资料： • 西班牙自由市场房屋的价格平均下跌了15.4%（扣除物价因素下跌幅度超过 20%，某些省的下跌幅度达到了 24%）； • 居住人口超过 25,000 的某些市平均降价幅度达到 25%，一些沿海城镇的降价幅度更大，包括 Marbella (40%)、Torrevieja (31%) 和 Ibiza (29%)； • 2010 年，海外房地产购买量比

2009 年增长 20.8%； • 2010 年，英国人占在西班牙购买房地产的外国居民中的 23.4%； • 2010 年，房地产销售量达 491,000 套，比上年增加 6%，也是继三年连续下降后的首次回升；其中 60% 的销售发生在地中海沿海区域和马德里； • 2010 年空置房为 700,000 套，其中 61% 位于西班牙沿海地区； • 相比 2007 年高峰，成品房数量下降了 60%；此外相比 2006 年高峰，经审批新建房的数量下降了 90%；

权书； • 由提供重要服务（电、水、燃气和电话）的公共事业机构签字的文档； • 建筑在房地产登记局登记在册（新建筑），以及根据法律规定针对建筑隐藏缺陷或瑕疵投保的保险； • 证明建筑法律身份的房地产登记证； • 业主委员会章程（或任何新建、成品和水平划分建筑房地产登记证中的登记信息）指导中表示，“我们还建议要求开发商提供：商业登记局签发的能

“价格在排除物价因素后平均下跌20%，在一些省份则高达24%” • 目前，经济适用房(VPO) 占所有新建房的 50%；因此，目前这种类型的房屋占西班牙所有住宅房地产的 11%； • 西班牙所有 2500 万套房屋中，有1/3 是度假屋。在西班牙安全购房接下来是西班牙房地产、商业登记局、西班牙公共设施、交通和住房部起草的免费在线购房指南的一些摘要信息。确保您的客户在购房前了解以下所有信息： • 主管专业机构签发的建筑许可证和证书能够证明建筑已经获得了镇议会颁发的这两项许可，并且项目经审批； • 首次入住证、适居证以及其他证明住宅适合居住的其他行政管理授

够证明公司合法存在的证明、详细注册信息、公司管理人员和/或法人代表、公司注册办事处、财务识别号、确认未登记过任何破产程序的证明，以及不存在任何索赔、法律诉讼或任何其他或有事项。 ”为确保“购买者获得全面的保障”，指导中还建议“可通过联系作为政府机构的房地产登记局和作为公务员的登记官，他们会免费为您提供口头信息，并拥有签发关于房地产法律地位的证明的权限，以此来确认房地产的法律地位。” 文终引用： “透明性将成为新买家重新进入市场的关键，政府已经设立了国家房地产登记局。”

n i a p S 市场掠影西班牙

2011年8-9月 | www.opp.org.uk

MARKET SNAPSHOT | 33

“透明度成为了吸取更多新商家的关键因素，且政府已建立了一个全国房产注册系统” Y-o-Y 房产交易变化（以1996年数据为基数）

购买力指标：可支配收入百分比 60

10.0% 5.0%

6.3%

5.9%

0.0%

-5.0%

-10.0%

-12.4%

-15.0%

-17.8%

-20.0%

-25.0%

-30.0% -35.0%

-32.6% 2005

2006

2007

2008

2009

2010

1995

1997

1999

2001

2003

2005

2007

消息来源：西班牙公共工程外交部

消息来源：西班牙银行

房产所有权者比例(%)

净存量和股票变化

Net stock

800 60

2009

2011

%y-o-y variation

89.8%

700 600

500

51.3%

48.3%

400 20

40.1%

300

12.1%

200 0

0.09%

100 0

2004

2005

2006

2007

2008

消息来源：2011年4月全球金融稳定报告IMF

消息来源：西班牙公共工程外交部

2009年租房人口数量(%)

闲置或二手房产

100 % Tenant reduced price or free

75 % Tenant market price

50 % Owner occupied, with mortgage or loan

25 %

Owner - occupied, no outstanding mortgage or housing loan

消息来源: 欧盟统计局，2009

2009

2010

180

160

140

120

100

消息来源：欧盟统计局，2004

34 | SPAIN

SNAPSHOT

www.opp.org.uk | AUG/SEPT 2011

WORDS | Sean Lightbown Greek land sale plans may fold to public opinion 5th April 2011 Greek government plans to raise billions of euros from the sale of state-owned land may fail if the authorities there cave in to public pressure to keep these assets in public ownership.

The Spanish government has embarked on an international roadshow to try and persuade investors that the Iberian market is still a safe place to invest. Buy now, they say: there are bargains to be had.

Greek prices will crash again say local agents 30th July 2010 Greece’s continuing sovereign debt crisis is impacting on the property market by forcing up real estate taxes and causing units to be marked down by as much as 50% All stories from opp.org.uk

shot Market Snap Spain

n the closing months of 2010 the Spanish economy came back on track for recovery, with a quarteron-quarter GDP increase of 0.2% and a

year-on-year upturn of 0.6%. It might be marginal, but at least it is going in the right direction. Things are turning says José Blanco, Spain’s Minister for Public Works, Transport and Housing, and Beatriz Corredor, Secretary of State for Housing, who have recently been on tour promoting the Spanish overseas property sector. The two politicians are arguing that now is time for buyers to return to Spain. The key messages are: • Residential prices have fallen in real terms by more than 20% on average since the boom of 2007/2008 … even by as much as 40% in large coastal towns such as Alicante; • The government’s economic structural reforms are contributing to the recovery of the Spanish market; • Spain’s legal framework regarding urban planning guarantees that any citizen can buy property in Spain with total security. Blanco told OPP Asia that he believes that now “is an ideal time to invest in Spanish real estate. The competitive advantages we offer all remain in place: safety, proximity, good weather, quality of life, ﬁrst class public services, and infrastructure.” The government is trying hard to crack down on the sort of “speculation, planning corruption and town hall crimes” that have marred the country’s reputation in autonomous regions like Andalucia, where pressure groups like AUAN continue to ﬁght for homes that were allegedly developed illegally. According to Blanco, the signs are beginning to pick up … albeit from a very low point. “The Spanish economy

is beginning to show its ﬁrst signs of recovery,” he says. “In the fourth quarter of 2010, Spanish GDP increased 0.6% year-

on-year and the forecast for the coming months confirms this trend. The different measures put in place by the Spanish government to alleviate the economic crisis have contributed to this, and that includes the restructuring of the banking system, the increased flexibility of the labour market and reforms to the pension system.” Corredor also believes that the “housing market is recovering. Our country now has a wide range of real estate at more accessible prices than a few years ago. The prices of free-market housing have fallen by 15.4% on average since the first quarter of 2008, more than 20% in real terms and as much as 24% in certain provinces where there are more holiday homes.” She added that “transparency” will be the key to getting new buyers back into the market. The government has introduced “a measure whereby any processes which may render a house illegal shall be publicly flagged in the Property Register. This register can be accessed free of charge by anyone. Purchasers can check that there is no risk involved in the purchase.” The government is also working with embassies in Spain to ensure that translations of the register are available too. Factfile: • The price of free-market housing in Spain has dropped on average by 15.4% (more than 20% in real terms and as much as 24% in some provinces); • In municipalities with more than 25,000 inhabitants there has been an average 25% decrease, while in certain coastal towns the drop has been even greater Marbella (40%), Torrevieja (31%) and Ibiza (29%);

• In 2010, overseas property purchases increased by 20.8% over 2009; • In 2010, the British accounted for 23.4%

of all property purchased by foreign residents in Spain; • In 2010, 491,000 property sales were recorded, 6% more than in the previous year and the ﬁrst increase after three years of downturns; and 60% of sales were in the Mediterranean coastal regions and Madrid; • Empty housing stood at 700,000 units in 2010, 61% of which are in the Spanish coastal regions; • The volume of ﬁnished housing has fallen by 60% in 2010 compared to the peak year of 2007, while newly constructed approved

“Prices have dropped on average by more than 20% in real terms and by 24% in some provinces” housing has fallen by 90% in 2010 from its 2006 high; • At present, the construction of subsidised housing (VPO) accounts for 50% of all new housing. As a result this type of housing now accounts for 11% of all residential real estate in Spain; • 1/3 of Spain’s 25 million houses are holiday homes. Safely Purchasing a House in Spain Here is a summary of the free online guide that has been drafted by the Association of Spanish Property and Commercial Registrars, and the Spanish Ministry of Public Works, Transport and Housing. Make sure that your clients are advised to have all of the following before purchase: • A construction permit and certiﬁcate

from a competent expert verifying that the building matches both the licence granted by the town council and the project it approved; • A first occupancy licence, a habitability certificate and other administrative authorisations that establish that the dwelling is legally habitable; • Documents signed by the utilities supplying the essential services (electricity, water, gas and telephone); • The entry of the building in the Property Register (new buildings), together with insurance cover against hidden defects or flaws in the construction, as established by law; • A Property Registration Certificate setting forth the legal situation of the building; • The Owners Association Statutes (or inscription in the Property Register of the deeds of any new, finished and horizontally-divided building). “We also recommend,” says the guide, “to ask the developer for: a Certificate from the Commercial Registry accrediting the legal existence of the company, details of its registration, the administrators and/ or their representatives, the company’s registered office, its fiscal identity number, confirmation that bankruptcy proceedings have not been registered, and a declaration that there are no claims, lawsuits or any other contingencies.” To ensure “the purchase has full guarantees,” the guide also recommends checking “the legal position of the property by contacting the Property Registry which is a state body and the Registrars are civil servants who provide you with verbal information free of charge and who have the power to issue certificates concerning the legal position of the property.”

n i a p S SNAPSHOT

AUG/SEPT 2011 | www.opp.org.uk

SPAIN | 35

â&#x20AC;&#x153;Transparency will be the key to getting new buyers back into the market and the government has set up a national Property Register.â&#x20AC;? Y-o-Y housing transactions variation (% base 1996)

Affordability indicator: % of disposable income 60

10.0% 5.0%

6.3%

5.9%

0.0%

-5.0%

-10.0%

-12.4%

-15.0%

-17.8%

-20.0%

-25.0%

-30.0% -35.0%

-32.6% 2005

2006

2007

2008

2009

2010

1995

1997

1999

2001

2003

2005

2007

2009

2011

Source: Spanish Ministry of Public Works

Source: Bank of Spain

Homeownership rate (%)

Net stock and stock variation

Net stock

800 60

%y-o-y variation

89.8%

700 600

500

51.3%

48.3%

400 20

40.1%

300

12.1%

200 0

0.09%

100 0

2004

2005

2006

2007

2008

2009

2010

Source: Global Financial Stability Report IMF April 2011

Source: Spanish Ministry of Public Works

Population by tenure status 2009 (%)

Empty or secondary housing (per 1.000 hab)

100 % Tenant reduced price or free

75 % Tenant market price

50 % Owner occupied, with mortgage or loan

25 %

Owner - occupied, no outstanding mortgage or housing loan

Source: Eurostat 2009

180

160

140

120

100

Source: Eurostat 2004

36 | ONLINE SALES

新机遇网上销售机会

www.opp.org.uk | 2011年8-9月

作者 | Geoff Hadwick

网上销售机会对于网上产生销售机会这个话题似乎存在大量误解。很多海外房地产经纪和开发商都对网上目录建筑和销售机会采取谨慎的态度，不确定怎样做才是正确的。开发新客户固然重要，但是如果您对于投资需求和成功的标准并不太确定，那么您就很可能对机会是否能发挥作用感到困扰。OPP 采访了一些业内知名的公司，探讨如何成功地形成并转换网上销售机会。

如

果您的公司打算开拓全球网络中的广阔空白地带，那么首先必须产生意识。您必须先开展一些研究，并发现潜在客户可能会出现在网络中的哪些地方。一旦您掌握了确切的位置…那么您就必须在那里出现，并努力将您自己的意识转化为买家可能会感兴趣的内容。一开始的两大黄金规则是… • 相关性（换句话说，就是提供有用或者有争议，并且会将用户吸引到关注您意图的信息）； • 证实性（换句话说，就是尽可

能地提供案例研究和评价，最好是那些站在您的立场发表意见的人的评价。）对于大多数网上专家，包括英国的营销机构来说，理想的网上销售机会生成系统应该： • 尽可能自动化，只需要很少或者根本不需要任何人工操作就能够有效运行…因此寻找能够依赖于自动导航装置运行的系统； • 生成任何对您的房地产或服务感兴趣的所有回应人的姓名、邮政地址和电子邮件地址； • 确保回应人允许您联系他们； • 允许您发布关于您特定房地产

多样性 | 生活的调味品就是在世界不同的地方接触不同的事物。

或服务的高品质销售介绍信息； • 营造信任感，并产生您是市场中权威的观念。 • 产生可预测的结果…一个出色的系统将会让您在市场繁荣时业务量提高，在市场低迷时业务量得以维持。

一些专业人士也建议可以向因特网搜索引擎购买销售机会，促使销售机会产生的最有效的网上战略之一是通过“点击付费”搜索引擎(PPCSE) 将目标流量吸引至您的海外房地产网站上。通过 PPCSE 可以使您进入所在

“加快消费勘察的进展，如果他们不感兴趣，那么他们将不会回复你的邮件” 一旦您根据上文的最低业绩标准选择了您认为最适合您海外房地产业务的平台，那么您就会在接下来的操作中产生一种完美的感觉。从定位最佳买家开始。通常 20% 的客户会产生您业务 80% 的销售额。看一下他们现在分别是什么身份、他们都在干些什么、他们住在哪里、他们的开支大约为多少以及他们喜欢买什么东西…等等。一旦您获得了一份典型的客户资料 - 那么把它作为下一次电子邮件活动的目标对象。正确使用，那么您就能够与那些已经从您这里购买产品的人群进行交谈。一旦开始行动了，那么就千万不要停滞不前。尽可能积极地进行活动。浪费大量的时间、努力和资金来想要从一大群对象中吸引少数人来对您做出回应，然后为自己所谓的成功而沾沾自喜，千万不能落入这种陷阱。现在是出击并跟进的绝佳时机。如果您不能以勤奋、及时而持续的态度跟进，那么机会很可能就会转瞬即逝。以最快的速度把握那些为您制造销售机会的对象，并开始对话。如果他们对您的话题不感兴趣，那么就不会回复您的电子邮件。

行业的相关搜索内容，使您的网站直接展现于正在主动搜索您所销售产品的那些消费者面前。由您制定预算，指定您愿意为获得的每次销售机会承担的价格，而且只有在您的客户点进您的网站时才需要付费。这一领域中的佼佼者分别是 Google AdWords - 请参见 http://www. google.com/ads/ 和 Overture - 请参见 http://www.overture.com/ 您可以考虑用来吸引潜在海外房地产购买者的其他网上机会形成方法包括： • 流媒体视频聚合：可以将视频内容轻松地嵌入您的网站，然后在 Twitter、 Facebook 和其他社交网络中分享。相对于书面文字，它们往往更能够引起关注，并且由此产生的价值也更高。事实上，很多网络营销专家都表示流媒体视频是一种能够使房地产经纪公司和开发商及时与客户产生联系的一种方式。这里还可以产生播客和网络研讨会，有助于形成相关的销售机会； • 文章营销：努力确保您放在网上的任何“社论”都拥有合适的标题，具有极高的质量，发表独立的观点，而且适当地设置了关键词搜索。千万

2011年8-9月 | www.opp.org.uk |

不要因为这种方法不需要任何成本而敷衍了事…如果您做对了，那么它会是产生网上销售机会的一种极具可靠的方法； • 博客：这是那些的确有话要说，并且有能力和知识能够为市场带来有价值观点的真正营销者的理想工具。大胆地表达自己的观点，努力发展拥护者，并且确保有大量的互动和回应点便于用户作出回应…同时转化为网上销售机会； • 广告交换：您同意将其他人的广告发布在您的网站或电子邮件新闻通讯中，以此作为交换您的广告内容也可以出现在对方的网站上。对于总部位于伦敦的 Prestige Brokers 公司常务董事 Zeeshaan Shah 来说，网上销售机会帮助公司在过去的 4 个多月时间里售出了将近 50 套公寓。他告诉 OPP“这是一种非常、非常简单的模式”。“我们选择了三家机会形成公司，并告诉他们将目标定位于高收入的私人个体…收入达到 100,000英镑以上的医生、律师和会计，并告诉他们我们的租赁和 100% 财务安排。他们将项目信息通过电子邮件发送至自有数据库，我们只需要为他们形成的每个合格销售机会付费。他们必须为我们提供潜在客户的姓名、地址、电子邮件和电话资料，由我们的销售团队负责进一步跟进。这实在是再简单不过了…而且真的非常有用。” Shah 还使用他自己的电子邮

Developer proﬁle 新机遇网上销售机会

贵时间来跟进而不会产生任何实质性收益的机会，”她说到。 “定位于正确的观众是网上销售机会形成活动获得成功的关键 - 经纪公司和开发商必须明确地识别购买者，并确保向这些人群传达了明确而适当的信息。纯投资项目购买者往往对生活方式相关设施的兴趣较低，因此确保向适当的对象传达了适当的信息非常重要。” “谨慎确定适当的目标客户是减少无用机会的关键，同时确保信息的明确性以及机会的确切性质也非常重要。此外还需要确保向人们传达了他们所感兴趣的信息，因此营销活动的目标定位还会对营销活动的成功与否产生巨大的影响，应努力避免产生过多的虚假机会。” Roberts 还发现目前“出现了一种明确的趋势，很多公司都把大部分地营销预算投入网上销售机会的形成，因为这种方法能够针对明确的目标群体，并且形成有效的销售机会。” “我们还有些客户把全部的营销预算都投在了网上”，她说到。“他们对这种方法的责任承担和控制模式感到非常满意。大型公司倾向于一次性获得大量销售机会，这样他们的销售力量就可以立即开展工作。而对于其他公司来说，最好的方法是定期开展网上销售机会寻求活动，以便持续获得机会，便于他们的小规模销售团队能够有效地对销售机会进行处理。” 而“电话跟进方法目前仍占主要地位 - 在获得销售机会后第一时间与

“中介和开发商需要确保他们的买家收到了准确的信息” 件数据库，他并不使用任何其他方法。这到底是为什么呢？“让我们用数字来说话”，他说到“4-5月间，巴黎 Villa Bellagio 楼盘的销售额达到了 750 万欧元。对于我们来说，它确实是一种有效的营销方法。” BuyAssociation 的首席执行官 Caroline Roberts 也同意这一观点，并表示必须谨慎确定活动的目标对象。 “网上销售机会的形成在很多公司的营销活动中占据着越来越重要的地位，但是必须运用正确的方法才能确保产生的销售机会适合所涉及的项目，而不是大量只会浪费销售团队宝

潜在客户进行电话交谈，这种直接交流存在巨大的优势，不仅仅能够保持对方处于‘活跃’的状态，还会促使营销活动中的下一个阶段立即展开。” 那么这种方法又存在哪些陷阱？“一开始缺乏充分的准备会造成严重的影响”，Roberts 说到，“因此如果营销资料中传达的信息混杂，没有突出展示项目的最亮点，那么整个活动可能从一开始就失败了。快速而有效地跟进销售机会同样重要。如果要求您在特定的时间回电，那么就应该作为一种明显的购买信号，并且必须尊重他们的要求。”

一些能够充分发挥网上销售机会形成工具优势的公司通常会每周重新构造他们的活动，即使他们仍然持续销售同样的项目，因此产品知识就变得非常重要。针对每种类型的目标购买者准备不同的信息最后，陪审团似乎仍然没有彻底了解社会媒体在直接形成销售机会方面的整体效果。“一些主要的社会性媒体网站上会出现许多公司的身影，但是大多数公司都是在实践中不断摸索如何利用社会媒体网站上可能出现的机会”，BuyAssociation 表示。

ONLINE SALES | 37

“公司愿意在通过社会性媒体与他们的客户和潜在客户开展有效的互动交流、参与论坛活动和在线讨论组，尝试各种方法方面花的时间越多，那么他们所得到的回报也就越多。但是至少在目前看来，社会性媒体主要用于建立声誉以及与现有客户交流，而不是用来捕捉新的销售机会。” BuyAssociation 为海外房地产投资提供销售机会开发服务。如需了解更多信息，请发送电子邮件至 info@buyassociation.co.uk

接下来是关于如何成功获得网上销售机会的快速入门指导： 10 种培养意识的方法： • • • • • • • • • •

确保您所在公司和所有员工都有一个 LinkedIn 账号；在 LinkedIn 上加入或创建一个兴趣组；创建 SlideShare 空间，并将其与您的 LinkedIn 账户建立链接；创建一个 YouTube 频道和一个 Facebook 主页；创建一个公司 Twitter feed；为您的内容设置书签（StumbleUpon、Digg、Delicious 等；）创建 BT Tradespace 账号；创建 Google、BlogSpot 和 WordPress 身份；评论博客和论坛中的内容，或关注博客和论坛；定期为电子邮件更新新的签名内容。

10 种产生兴趣的方法： • 通过 Twitter、Facebook 状态和电子邮件脚注等途径发布跳转至相关内容的链接； • 定期发布有趣的简短博文； • 撰写诸如新闻报道、论文和研究报告之类有深度的内容； • 为您的每个团队提供一个专业人士可以跟踪和评论的区域； • 发布与您的观众相关的其他人的详细内容； • 对行业新闻和最近发生的事件发表评论； • 确保所有员工都定期更新他们的网络状态； • 通过网上联系方式跟进传统接触点； • 获得发送电子邮件更新的许可； • 在网上论坛中提问富有才智的问题。

10 种证明您资历的方法：在您的网站、博客等位置提供书面的案例研究；可跳转回您的案例研究、论文等内容的 140 个字符摘要；在您的网站、YouTube 频道等位置发布案例研究视频；在您的网站、SlideShare 等位置发布网络广播和演讲；在您的 YouTube、SlideShare 等位置发布产品演示；不断重复使用对您业务的推荐；对论坛、讨论组等位置发布的问题提供富有才智的回答…成为海外房地产行业的权威； • 通过 Twitter 开启实时问答会话； • 在您的网站、博客等位置增加消费者反馈/评分系统，并重复使用正面的反馈意见； • 寻求 LinkedIn 联系人的支持。 • • • • • • •

38 | ONLINE SALES

NEW OPPORTUNITIES

www.opp.org.uk | AUG/SEPT 2011

WORDS | Geoff Hadwick

Online lead generation There seems to be a lot of mistrust around the subject of generating sales leads online. Many overseas property agents and developers are wary about online list building and lead generation, unsure what is the right direction to take. Finding new customers is essential of course, but if you don’t feel conﬁdent about the investment needed and the success criteria involved, you can easily feel confused about what works and what doesn’t. OPP ﬁnds out how to generate and convert online sales leads successfully.

f your business is going to get anywhere at all in the vast global emptiness of the web, it is ﬁrst of all going to have to generate awareness. You are going to have to do a bit of research and ﬁnd out where your prospective customers hang out online. And once you know where that is … you are going to have to have a presence there and work hard at converting the awareness you generate into some sort of buyer interest. Two simple golden rules to start with are … • be relevant (in other words, provide information that is useful or controversial and which will attract users to your content); • be proven (in other words, give case studies and testimonials as often

as possible, ideally with other people talking on your behalf.); For many online experts, including the Institute of Marketing in the UK, the ideal online sales lead generation system should: • Be as automated as possible, requiring little or no manual effort to operate effectively … so seek a system that can run on autopilot; • Generate the name, postal and email address of every respondees who shows an interest in your property or service; • Ensure that respondees give you permission to contact them; • Allow you to host a high quality sales presentation about your speciﬁc property or service; • Create a sense of trust and

Net gains | Generating leads online could boost sales if conducted properly

engender the perception that you are an authority in the market. • Produce predictable results ... a good system will allow you to increase your business when turned up and maintain your business when turned down. And once you have chosen the platform that you think will work best for your overseas property business, based on the minimum performance criteria above, it then makes perfect sense to get going. Start by targeting your best buyers.

“Call those leads quickly. They would not have responded to you email if they were not interested’’ These are usually the 20% who generate 80% of your turnover. Look at who they are now, what they do, where they are based, how much they spend, what they like to buy ... and so on. And once you have a typical proﬁle – use this as the target for your next email campaign. Get it right and you will be talking to the sort of people who already buy from you. And once you have begun, don’t leave it there. Be as proactive as possible. Don’t fall into the trap of investing lots of time, effort, and cash to get a few people from a big audience to respond and then thinking you have done well. Now is the time to pounce and follow things up. Leads can go off the boil quickly if you don’t follow up in a diligent, timely, and continuous manner. Call those leads as quickly as you can and get a dialogue started. They would not have responded to your email if they were not interested. And

some experts also recommend buying leads from the Internet Search Engines. they will tell you that one of the most effective online strategies for generating leads is by attracting targeted trafﬁc to your overseas property website via “Pay-Per-Click” Search Engines (PPCSEs). PPCSEs allow you to tap into the searches occurring in your industry and put your site directly in front of customers who are actively searching for what you’re selling. You set your budget, set the price you are willing to pay for each sales lead, and pay only when your customers click through to your site. The leading players in this arena are Google AdWords - see http://www. google.com/ads/ and Overture - see http://www.overture.com/. Other online lead generation ideas you could consider to attract potential overseas property buyers include: • Streaming Video Syndication: videos can easily be embedded into your website, and then shared on Twitter, Facebook and other social networks. They are often much more attention-grabbing, and have a much higher perceived value, than written text. Indeed, many internet marketing experts say that streaming video is the future, allowing property agents and developers to connect with clients in a very immediate way. Podcasting and webinars come in here too and can also help generate relevant sales leads; • Article Marketing: work hard to make sure any “editorial” you position online has a good headline, is of a genuinely high quality, appears independent, and has done its keyword research properly. And make sure that you are not put off because it is free … editorial content can be a very credible

AUG/SEPT 2011 | www.opp.org.uk

way of generating sales leads online if you get it right; • Blogging: this is ideal for the true marketer who has things to say and the ability and the knowledge to bring real insight to the market. Be bold and opinionated and build a following and make sure that there are plenty of links and response points for users to respond … and become online sales leads at the same time; • Ad Swaps: where you agree to put up someone else’s ad on your site or email newsletter in exchange for them doing the same on their site. For Zeeshaan Shah, managing director of London-based Prestige Brokers, online lead generation has helped to sell nearly 50 apartments in Paris in the past four months or so. “It is a very, very simple model,” he told OPP. “We select three leadgen companies and tell them to target high net-worth private individuals … doctors, lawyers and accountants with an income of at least £100,000 plus and tell them all about our rental and 100% ﬁnance arrangements. They email the

“Agents and developers need to identify their buyers and ensure they send out clear messages” project to their own databases and we only pay for each qualiﬁed lead they generate. They have to come back to me with a name, address, email and phone details and my sales team follows it up. It couldn’t be easier … and it works really well.” Shah also uses his own email database and doesn’t use any other approach. Why would he? “Talking numbers,” he says, “we have now sold €7.5 million of property at the Villa Bellagio in Paris through April and May. Online lead gen is the ideal route to market for us.” At BuyAssociation, chief executive Caroline Roberts agrees, adding that effort needs to be carefully targeted. “Online lead generation is becoming vastly more important within the marketing spectrum of many companies, but it needs to be done in the correct way in order to make sure that the leads generated are suited to the project in question, rather than

Developer profile ONLINE SALES NEW OPPORTUNITIES

a raft of leads which end up costing your sales team valuable time chasing them down which will never amount to anything,” she says. “Targeting the right audience is vital to the success of an online lead generation campaign – agents and developers need to clearly identify their buyers and make sure they are sending out clear and appropriate messages to those groups. A buyer for a pure investment project will be less interested in lifestyle facilities so it is essential to make sure you are getting the right messages to the right people. Taking care to target appropriate clients is the key to reducing wasted leads, so ensuring messages are clear and the exact nature of the opportunity are key.” “Then it is a case of making sure that you get those appropriate messages to the people who will be interested in them, so targeting the distribution of your marketing also has a huge impact on the success of the campaign and making sure you don’t have too many spurious leads.” Roberts has noticed that a “definite trend is for companies to spend a greater proportion of their marketing budget on online lead generation due to the ability to target specific audience sectors and account for the leads generated.” “We have clients who spend 100 per cent of their marketing budget online,” she says. “And are very pleased with the accountability and control this approach gives them. Larger companies tend to like a flurry of leads all in one go so their sales force can work on them straight away. With others it is best to do regular activity to keep a constant flow of leads that allows their smaller sales teams to work the leads effectively.” And “phone follow-ups are still king – the immediacy of the telephone conversation following a lead delivered in real time has huge advantages not only in keeping the potential client ‘warmed up’, but also allows for the next stage of the process to begin immediately.” But what are the pitfalls? “Failing to prepare at the beginning of the campaign can have a major impact,” says Roberts, “so if marketing material has mixed messages or doesn’t highlight the best points of the project, the whole campaign could fail from

the outset. It is also vitally important to follow up leads quickly and effectively. If a client asks to be called at a specific time, that should be seen as a significant buying signal, and respected as such.” Some of the most effective companies using online lead generation have the ability to re-invent their campaign every week, even if they are selling the same project, so product knowledge becomes very important. Have several messages prepared for each type of buyer to be targeted. And finally, it seems, the jury is still out on the overall effectiveness of social media in generating sales leads directly. “Many companies have a presence on the major social media sites, but most are feeling their way through the

| 39

best ways to use the opportunities it presents,” says BuyAssociation. “It appears that the more companies take the time to interact effectively with clients and prospects across social media, working through forums and online discussion groups and being open to all approaches, the more they get back from it.” “However indications are that for the moment at least, social media is more use in reputation-building and communication with existing clients than it is capturing new sales leads.” BuyAssociation provides lead generation services for overseas property. For more information, you can send an email to info@ buyassociation.co.uk

How to make ‘net gains Here is a quick checklist for online sales lead success: 10 ways to generate awareness: • Ensure your company and all employees have a LinkedIn profile; • Join or set up an interest group on LinkedIn; • Set up a SlideShare space, link it do your LinkedIn profile; • Set up a YouTube channel and a Facebook page; • Set up a company Twitter feed; • Bookmark your content (StumbleUpon, Digg, Delicious, etc;) • Set up a BT Tradespace profile; • Set up Google, BlogSpot and WordPress identities; • Comment on, or become a contributor to, blogs and forums; • Regularly update email signatures with new content. 10 ways to generate interest: • Post snappy links to content via Twitter, Facebook status, email footer, etc; • Post regular interesting short blogs; • Prepare deeper content like press releases, papers and articles; • Give each of your team an area of expertise to track and comment on; • Post details of other people’s content relevant to your audience; • Comment on industry news and happenings in real time; • Make sure all employees regularly update their online status; • Follow up traditional touch-points with online contact; • Gather permissions to send email updates; • Ask intelligent questions on online forums. 10 ways to prove your credentials: • Provide written case studies on your site, blog, etc; • 140-character lines to link back to your case studies, articles, etc; • Post case study videos on your site, YouTube channel, etc; • Post webcasts and presentations on your site, SlideShare, etc; • Post product demos on YouTube, SlideShare, etc; • Re-use testimonials on your business over and over; • Provide intelligent answers to questions posed in forums, groups, etc … be an overseas property industry authority; • Run live Q&A sessions via Twitter; • Add a customer feedback / rating system to your site, blog, etc and re-use the positive feedback; • Ask LinkedIn contacts for endorsements.

40 | NICK BETTANY

OPP ASIA 最后一篇

www.opp.org.uk | 2011年8-9月

WORDS | Geoff Hadwick

巨人的觉醒海德威度假俱乐部(Hideaways Club)悄然起步，并迅速成立基金，目标在全球需求悄然起步，并迅速成立基金，目标在全球需求最大的地区收购 100 处高端、奢侈房地产物业。随着年轻而充满活力的新老板上任，公司正在不断发展。自首个“经典”基金成立后，已经有第二个“城市中心”基城市中心”基金成立，目前第三个基金也正在策划中。是什么力量在背后推动着 CEO Nick Bettany，又是什么原因促使他想要重新改组公司的业务？为此他接受了 OPP Asia 的采访。

ick Bettany 属于那种在你与他见面后，拖着沉重的脚步回家时，会禁不住问自己“ 我到底在用自己的时间做些什么？” 的人。作为一名天生的成就者，Bettany 似乎每天可以利用的时间比我们其他人都多。最近就任海德威度假俱乐部的首席执行官后，他也正充分利用着这些时间。他不仅仅制定了雄心勃勃的计划将海德威理念推入更多的房地产物业、新的领地和新的基金，他还在伦敦、海峡群岛和葡萄牙多处购置房产；在卢瓦尔河谷(Loire Valley) 还有一家葡萄园需要他管理；他还担任Banyan Tree Seychelles 酒店集团的管理者以及 Azura Hotels 的财

务顾问（Azura 是一家总部位于东非和印度洋地区的酒店管理公司）、Rentim Investments 公司的董事会成员（Rentim 是一家总部位于泽西岛地私人股权基金公司，主要投资于包括英国商业和住宅房产、电动汽车和高科技业务在内的各种领域）；他对Clink Renaissance Property Ltd 公司的开发项目也始终保持高度关注（Clink 是一家总部位于葡萄牙首都里斯本的房地产开发公司，主要从事城市中心奢侈型公寓的翻新业务）；同时在关注为老年人开发养老院住宅项目的业务启动活动中扮演着重要角色; 而且他还持有商业飞行员执照（也就是说他每年都会有一定的时间在驾驶舱中度过）。他的家事之繁忙一点也不逊色于

多样性 | 生活的调味品就是在世界不同的地方接触不同的事物。

公事，当 OPP 今年初春遇见 Bettany 时，他妻子正怀着孕，一对双胞胎儿子随时都可能会出生。噢，对了，卢瓦尔河谷 24 公顷的葡萄园还酿造出了获得金奖的 Cremant（一种极优质的红酒）和解百纳红酒。他到底如何能够同时处理这么多事情？“老实的说，我自己也不知道”，他笑着说到。“我猜可能是孩子们的出生给了我异常的力量。”然而他已经习惯了繁忙的日程。 “我周围有一群出色的人才，他们帮助我处理繁琐的事务”，他说到。“我很幸运…他们都是非常非常出色的人才。”他每月都会前往泽西岛一次，针对公司正在开发的养老院召开现场团队会议，他还让酿酒专家负责管理农场。他在位于巴黎的管理

学院 INSEAD 的一次演讲中诠释了权力委托的艺术，该学院是全球最出色的 MBA 培训中心之一。 Bettany 在 OPP 的采访中表示“INSEAD 对我来说并不仅仅是学习软技能。”“我理解了业务推动因素和资金方面的问题，但是我想要学习领导技巧以及如何创建公司文化。我在海德威工作时环顾四周，发现快速扩张会带来各种烦恼。合格的经理人需要知道如何发现问题，并快速解决问题。” 他选择在新加坡待了将近一年，作为他在 INSEAD 的MBA 课程的一个部分。为什么?“我想要了解在新加坡开展业务的方式。我非常欣赏他们对于一切问题持有的积极的态度。这里也是训练我技术技能的理想场所。”通过培训课程他还获得了全新的世界观。INSEAD 充满着不同寻常的多文化氛围，而且他表示“这里不存在一种占主导地位的国籍，对此我真是非常喜欢。课程学员中 10% 是法国人，10% 是英国人…这是两个最大的种族群体。除此以外，就真是国籍大融合了。” 他显然不喜欢在任何角度存在界限的概念，他拥有独特的宽阔视野。对于 Bettany 来说，做生意是他的第二天性。商业是遗传的天分。他的父亲是一名成功的基金经理，他将自己的公司迁往泽西岛，之后出生于伦敦的 Bettany 就在这里长大。他获得了剑桥大学的经济学学位，然后在专门从事大型金融机构审计业务的 Price Waterhouse Coopers 经培训成为特许会计师。之后他担任加拿大皇家银行的基金会计，其后为泽西金融服务委员会提供定额工作，对“英国历史上规模最大的财务管理不善案件进行了长达 2 年的调查”。他从这些经历中学到了什么？他表示，那就是努力工作，并了解哪

2011年8-9月 | www.opp.org.uk |

Developer profile NICK BETTANY | 41 OPP ASIA 最后一篇

背景信息：现实中的会员情况如何？去年海德威会员人数增长了 60%，推动其一号基金在全球持有了 100 除地产的最高持有率水平。这一号“经典基金”的目标客户是那些想要在主要旅游胜地入住 4 - 5 房豪华地产的富裕家庭。二号“城市中心”基金于去年启动，它针对的是寻求短期城市休闲方案的年轻而繁忙的从业人士。目前三号基金正在策划中，其主题是滑雪或某个特定的地理区域。“我们将征求会员的意见，确保我们所研究的想法是贴合他们需求的，”Bettany 说到。那这种模式到底如何运作？会员购买基金中的份额，然后即可拥有整个地产组合中的一定比例。然后他们就可以入住全球 100 处地产中的任何一处。当他们想要退会时，俱乐部会帮助售出会员的份额，并向退会会员退还该份额入会价和退会价之间差额的 80%。投资者还需要根据他们的会员等级，每年支付地产保养费。些因素会促使你的业务发展。那么…到底是什么促使海德威度假俱乐部的诞生？这种业务模式背后的推动因素有哪些，又存在哪些 USP，以及这种理念为什么会对他产生吸引力？ “它的简单性”，他说到“以及这种模式以不同的形式提供服务的能力。” “既然也许你每次只会入住海外地产 2 或 3 星期，那么为什么要全年拥有这一地产？为什么要负担所有的物业、保险和服务费…在我看来这完全是一件麻烦事。我在 2009 年第一次遇见 Mike Balfour（全球规模最大的连锁健身俱乐部Fitness First的海德威总裁和成立者），我立刻喜欢上了这种理念。并且立即将其投入实践。这种模式使得我们能够采用轻资产策略，代表我们的客户对他们的地产进行管理，为每位参与其中的客户提供真正

高品质的体验。我们本身无任何负债融资，降低了运营风险，并且通过坚持每个地产不超过 6 位成员这一比率原则，确保服务的专属性和满意度。我希望能够亲自认识我们每一位客户，并且提供一些出乎意料的特殊服务。” 公司是否认为自己的分时共享业务非常成功。“不，当然不是” ，Bettany 说到。“我从来不理解分时共享这个理念 - 你的投资最终到底得到了什么？我们的理念显然是不同的。我们最终真真切切地持有了房地产。我们买了，而且拥有了。” 海德威理念十分明智：这是一个经过

精心挑选的国际住宅地产投资基金，同时也是私人会员俱乐部。基金为其下经过精心挑选、并经过专业审查的会员在全球范围内投资于奢侈度假屋，并对其进行管理…而且只有这些会员才能进入并享受这些产品组合下的服务。 “基金关注创造价值”，海德威表示。而且价值具有专属性。“我们的所有会员都必须是高收入者” ，Bettany 说到。“我们在直布罗陀成立了一个会员委员会，进行入会申请时，你需要向他们提供银行和证明资料。”很多人都没有成功入会。四分之三的会员是欧洲人，其他会员则来自全球各地。Bettany 表示公司的 USP 是“我们拥有切实的资产提供支持，不存在负债融资。而且经营中几乎不存在任何风险。我们在全球各地拥有大量多样化的地产，无论是从地理位置还是从人口统计角度，我们都不会过分依赖于一个区域。我们真正为客户提供的是一种生活方式…一种拥有可享受到礼宾服务的高质量生活方式”，旨在让会员轻松享受生活中的每一个细节。“Rocksure 可能是我们最强有力的竞争对手”，他又说到，“我们下一个发展阶段将注重于成长。我们的产品组合中现在已经有 34 处地产。我们一定会努力争取在两年时间内让这个数字达到 100。” 他们是否会集中关注全球范围内的任何特定区域？“ 不会”，Bettany 说

到。“我真的希望我们能够开辟出色的东南亚产品组合，诸如越南或柬埔寨之类的国家…因为我们不应该只是扩充像托斯卡纳或法国南部这样的版图。克罗地亚和巴巴多斯现在也已经进入了我们的视野范围。” 最后他总结道“但是，从总体上来看，我们将始终努力买入能够带来良好的资本升值收益的高品质产品。” 背景信息：会员们怎么想？前国际网球明星 Tim Henman 表示“多年来经常往返于全球各地，我经常会想在国外某地购置自己的地产，到时候就可以带家人去那里度假。但是我又不想由于拥有海外房产而负担更多的责任、顾虑和费用。而在海德威度假俱乐部，我们有各种美丽的地产可供全年使用，而且还有良好的投资增长潜力。”

42 | NICK BETTANY

THE LAST WORD

www.opp.org.uk | AUG/SEPT 2011

WORDS | Geoff Hadwick

The giant awakes The Hideaways Club started quietly and has taken its time establishing a fund designed to acquire 100 high-end, luxury properties scattered around the world’s most desirable places to be. But now, with a new, young and dynamic boss in place, the company is moving on. The ﬁrst “classic” fund is being joined by a second “city centre” fund and there are already plans in place for fund number three. What drives CEO Nick Bettany and why is he shaking things up? Top people talk to OPP Asia.

ick Bettany is one of those people who make you think, as you plod home from meeting him, “what on earth do I do with my time?” One of life’s natural over-achievers, Bettany clearly seems to have more hours in the day that the rest of us. And, as the recently appointed chief executive of The Hideaways Club, he is using those hours well. Not only has he got ambitious plans to push the Hideaways concept into more properties, new territories and new funds, he also has homes in London, the Channel Islands and Portugal to look after; a working vineyard in the Loire Valley to keep an eye on; a directorship to manage with the Banyan Tree Seychelles hotel group; a role as ﬁnancial advisor to Azura Hotels to maintain (Azura is a hospitality management company

based in East Africa and the Indian Ocean); a seat on the board of Rentim Investments to juggle (Rentim is a Jersey-based private equity fund that invests across a wide range of sectors including UK commercial and residential property, electric cars and the high-tech business); an ongoing interest in Clink Renaissance Property Ltd to develop (Clink is a real estate developer based in the Portuguese capital Lisbon that refurbishes luxury city centre apartments); a leading role to play in opening up a business that is going to concentrate on developing new residential care homes for the elderly; and a full commercial pilot’s licence to run (which means a certain number of hours at the controls in the cockpit each year). And as if to make sure even the family side of things is growing just as fast as the business side of things, when

OPP met Bettany in early Spring his wife was due to give birth to twin boys any day now. Oh yes, and by the way, the 24-hectare vineyard in the Loire Valley produces gold-medal winning Cremant ( a sparkling white wine) as well as Cabernet Franc red wine. How on earth does he juggle all this? ”Don’t know, to be honest,” he says, with a disarming smile. “I guess something is going to have to give a bit when the children appear.” But then he is used to a busy schedule. “I have lots of good people around me to help me juggle things,” he says. “I’m lucky … they are a very, very competent team.” He goes out to Jersey about once a month for a site team meeting on the residential care home his company is developing and he lets the wine experts manage the farm. He studied the art of delegating well during a spell at the Paris-based management

school INSEAD, one of the world’s best MBA centres. “INSEAD was more about learning the soft skills for me,” Bettany tells OPP. “I understand the business motivators and the money side of things well, but I wanted to learn the techniques of leading people and how to create a company culture. I can look around me here at Hideaways and see that with fast expansion comes growing pains. Good managers need to know how to spot the problems and deal with them quickly.” He opted for nearly a year in Singapore as part of his MBA at INSEAD. Why? “I wanted to understand the way business is done out there. I liked their positive attitude to everything. It was a good place to hone my technical skills too.” The course also gave him a world view. INSEAD is unusually multi-cultural and, he says,

Membership: how does it work in reality?

Variety | is the spice of life with very different offerings in a range of nice places

Hideaways grew its membership numbers by 60% last year and is pushing hard to get its number one fund up to the maximum ownership level of 100 properties worldwide. This first, “classic fund” is aimed at wealthy families and seeks out 4 to 5 bedroom luxury properties in prime vacation slots. The second “city centre” fund, launched this year, is targeting young and busy professionals who want shorter city break options. A third fund is planned which will be aligned to a theme such as skiing or a defined geographical area. “We will canvass our members and make sure we research the right idea thoroughly,” says Bettany. How does it work? Members buy a share in the fund and then own a proportion of entire property portfolio. They can then stay at any one of the 100 sites worldwide. When they want to leave, the club facilitates the selling of the member’s share and gives 80% of the capital upside between the share entry price and the exit sale price back to the member who is leaving. Investors also pay an annual property maintenance fee dependent on their level of membership.

AUG/SEPT 2011 | www.opp.org.uk

“I really liked the fact that there was no one dominant nationality. 10% of the people on the course were French and 10% were British … and they were the two biggest ethnic groups. After that, it was a real mix” He obviously dislikes the idea of boundaries in any sense, and he takes a genuinely broad view. For Bettany, running a business is second nature. Commerce is in the blood. His father was a successful fund manager who relocated his business to Jersey, where London-born Bettany grew up. He did an economics degree at Cambridge and then trained as a chartered accountant with Price Waterhouse Coopers specialising in auditing large financial institutions. Next came a role as a fund accountant with the Royal Bank of Canada and then a stint with the Jersey Financial Services Commission where he “worked on a 2-year investigation into one of the UK’s biggest-ever cases of financial mismanagement.” What did all this teach him? Work hard and make sure that you fully understand what it is that makes your business tick, he says. So … what really drives The Hideaways Club? What makes its business model work, what are its USPs and why was he attracted to the concept? “It’s simplicity,” he says, “and it’s ability to offer something a little bit different.” “Why own an overseas property all year round, when you can probably only be there for 2 or 3 weeks at a time? Why take on all the upkeep and the insurance and servicing costs … it’s a real ballache in my opinion.

Developer profile NICK BETTANY THE LAST WORD

I ﬁrst met Mike Balfour (Hideaways chairman and founder of Fitness First, the world’s biggest health club chain) in 2009 and I instantly liked the concept. I just got it straight away. The model allows us to be asset light, to manage properties on behalf of our clients, to give a really high quality experience to everyone involved. We are unleveraged and low risk, and we keep things exclusive and desirable with a rule that says a ratio of no more than 6 members to each property. We like to know our clients personally and to offer something that is off the beaten track.” Does the company consider itself to be a very posh timeshare operation. “No, deﬁnitely not,” says Bettany. “I have never understood the timeshare concept – what do you get for your investment at the end of it all? We’re completely different. We have real assets behind it all. We buy and we hold.” The Hideaways concept is clever: it is a highly selective international prime residential property investment fund and a private members club at the same time. The fund invests in and carefully manages luxurious holiday homes all around the world for its carefullychosen, professionally-vetted members ... and allows only them to access and enjoy the portfolio created. “The fund focuses on value creation,” says Hideaways. And it is exclusive. “All our members have to be high net-worth

individuals,” says Bettany. “There is a membership committee based in Gibraltar and you will have to give them bank and character references when you apply.” A lot of people don’t get in. Three-quarters of the members are European, the rest from around the world. The company’s USP, says Bettany, is that “we are asset-backed and unleveraged. There is almost no risk exposure involved. We have a diversiﬁed range of properties all around the world and we are not geographically or demographically over-dependent on one area. And what we really offer is a lifestyle … a high-standard lifestyle with a concierge service,” designed to make everything in life feel as smooth as possible for its members. “Our closest rival is probably Rocksure,” he adds, “and our next development phase will be concentrated on growth. We have 34 properties in the portfolio now. I will make sure that we have 100 in two years’ time.” Are they looking at focusing on any speciﬁc regions around the globe? “Not really,” says Bettany. “I would like to see us build up a good south east Asian portfolio, in countries like Vietnam or Cambodia ... because we shouldn’t just plump for obvious territories like Tuscany or the south of

| 43

France. Croatia and Barbados are on the radar right now as well.” “But, overall,” he concludes, “we will always want to buy into high quality products that will bring good capital appreciation.” What do the members think? Former international tennis star Tim Henman says “Having travelled the world for so many years, I’ve frequently thought about owning somewhere abroad where I can take my family on holiday. But I didn’t want the added responsibility, concerns and associated costs of owning a house overseas. In The Hideaways Club I have a wide variety of beautiful properties that I can use year round, plus the potential growth of my investment.”

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