THE PROPERTY EXCHANGE
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Selling Agent and Real Estate Advisory Services
THE PROPERTY EXCHANGE
Real Estate Sales and Property Management 9388 3988 thepropertyexchange.com.au
THE PROPERTY EXCHANGE
2 March 2021
Ricky Hirsch Fulfill The Dream 42 West Coast Drive Marmion 6020 West Australia Dear Ricky, RE:
“KANVAS” DEVELOPMENT
Thank you for inviting The Property Exchange to submit a proposal for the sales of the Multi-Dwellings and apartments at 28 and 30 Cambridge Street “Kanvas” Development. We are exceedingly excited about the prospect of being a part of this assignment and welcome it into West Leederville as a sound alternative to the enormous push for somewhat bland apartment blocks that are now being proposed throughout West Leederville and surrounds. This project indeed has clearly given consideration to the balance between a built environment and the reflection of natural tranquillity. It has not destroyed meaningful parts of our history and has created a thoughtful, secure, and attractive answer to infill rather than the lazy approach seen in alternative solutions. For that, we thank you. Our agency has been the top boutique Agency in Subiaco/Shenton Park area for over 20 years and are well renowned throughtout the rest of the western suburbs. We have a reputation second to none. We are a highly regarded on professional, performance and ethical parameters. Our quality of marketing has been highly recognised and admired. We are intelligent, proactive, assertive, friendly and creative. We are direct and what you see is what you get. Over the past 20 years we have built up a reputation as trusted advisers with people constantly coming to us for advice on what to buy, what not to buy, how to renovate, our views on apartment living and just general advice on a whole list of property issues. This trust and confidence in us has now long been established whereby people do now actively seek and act on this advice. This includes developers wanting guidance on what the market wants, young people wanting advice on their extensions, older people wanting help in planning their next stage and much more. This trust is most important in our influence over the buying public and is always based on doing the “right thing” for our clients. Thank you once again for your invitation.
Yours sincerely,
George Allen Sales and Marketing
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THE PROPERTY EXCHANGE
About Us The Property Exchange was established in August 1997 by its current owner and Director, Niki Peinke.
NIKI PEINKE Director
The office is located in Subiaco, and is decorated more like a home than an office in order to escape the grey clinical deal factor of the business – a clear reflection of the way The Property Exchange does business.
CLARE NATION Director
JULIA CAMPBELL Director / GM / Licensee
CHELSEA PEINKE Sales with Niki Peinke
RHIANNON NICHOLAS Sales and Marketing Administrator
SHAUN GROVES Sales and Marketing
INGRID BRADSHAW & JADE LIPPIATT Sales and Marketing
MITRA ROSHAN Sales and Marketing
GEORGE ALLEN Sales and Marketing
EMILY GARDEN Sales and Marketing
LOUISE HACKETT Assistant
DAN MURPHY Sales and Marketing
KAYLEE FERGUSON Partner and Head of Department PM
MELANIE HOBDAY Senior Property Manager
KIMBERLEE HALL Senior Property Manager
SARAH JOUBERT Property Manager
ELLERBY SCHULTZ Property Manager
MONICA MCMANUS Compliance Manager PM
TRISH ORGAN Office Assistant
VANESSA GOH Design Manager
THE PROPERTY EXCHANGE
George Allen Sales and Marketing Driven by a desire to achieve the very best for my clients by being proactive, tenacious, and thinking outside the box when selling a home, I will leave no stone unturned to get you a great result. I want my clientele to have the very best real estate experience by receiving unwavering attention and care with a high dose of honesty, trust and hard work, when you meet me I hope you recognise these attributes as well as my integrity, warmth, approachability and jovial disposition. My background in hospitality and children’s sports coaching, which gave me the ability to establish a rapport with people from all walks of life and ages and taught me to “read the play” quickly and move in a new direction if required. Originally hailing from North London, I completed my schooling in Perth and Sydney and enjoyed the competitiveness of rowing. Rowing requires and gave me discipline and determination, and I thrived discovering the more I put in the more success I achieved. I joined the team at The Property Exchange in Sales and Marketing and brought my enthusiasm, eagerness to learn and a genuine commitment to delivering an outstanding level of service. When I do get away from the demands of real estate, I enjoy the company of my family and friends, making music or watching my favourite sporting team Arsenal. I am also head of a Non-For-Profit organisation under the arts, whereby through fundraising, we are converting a truck into a giant, illuminated ladybird which will be a moving stage to promote local music and artistic talent.
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THE PROPERTY EXCHANGE
Sold By Our Team in 2020
1/38 Melrose Street,
8/1 Brentham Street,
30 Galwey Street,
4A Jukes Way,
164 Barker Road,
Leederville
Leederville
Leederville
Wembley
Subiaco
20 Lawrence Avenue,
15 Leicester Street,
18 Richmond Steet,
5/19 Ventnor Avenue,
97 McCourt Street,
West Perth
West Perth
North Perth
West Perth
West Leederville
17 Anzac Road,
13/27 Hood Street,
12 Coleraine Street,
10/137 Roberts Road,
176 Daglish Street,
Leederville
Subiaco
Subiaco
Subiaco
Wembley
15/21 Rowland Street,
33 Tasman Road,
399 Bagot Road,
3/25 Proclamation Street,
Subiaco
Mount Hawthorn
Subiaco
Subiaco
10/11 Brentham Street,
6/214 Carr Place,
60 Salisbury Street,
142 Hensman Road,
12/247 Vincent Street,
Leederville
Leederville
Subiaco
Subiaco
Leederville
38/1 Carr Street,
2/4 Brigid Road,
188 Railway Parade,
40 Axon Street,
3/495 Charles Street,
West Perth
Subiaco
West Leederville
Subiaco
North Perth
13/3 Brentham Street, Leederville
THE PROPERTY EXCHANGE
Sold By Our Team in 2020
73 Townshend Road,
10 Salas Lane,
3/225 Bagot Road,
3 Rawson Street,
14 Lawler Street,
Subiaco
North Perth
Subiaco
Subiaco
Subiaco
4/159 York Street,
164 Barker Road,
11 Aranda Place,
2 Fleet Street,
6/112 Hensman Road,
Subiaco
Subiaco
Leederville
Leederville
Subiaco
58 Denis Street,
21 Raphael Street,
6/5 Brentham Street,
333 Roberts Road,
20 Heytesbury Road,
Subiaco
Subiaco
Leederville
Subiaco
Subiaco
99 Rowland Street,
4 Sholl Lane,
1 White Place,
81 Rupert Street,
11 Florence Street,
Subiaco
North Perth
Subiaco
Subiaco
West Perth
153B Roberts Road,
4/9 Brigid Road,
23 Marian Street,
9/64 Moondine Drive,
271 Heytesbury Road,
Subiaco
Subiaco
Leederville
Wembley
Subiaco
261 Vincent Street,
25 Kingston Avenue,
22 Park Street,
115A Angove Street,
120A St Leonards Ave,
Leederville
West Perth
Subiaco
North Perth
West Leederville
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THE PROPERTY EXCHANGE
Detailed Experience OFF PLAN DEVELOPMENTS SOLD BY OUR TEAM 2019/2020
2005
ONE Subiaco Apartments
Domaine 1 Cashel Lane Subiaco
Blackburne
2016 122 Onslow Road Shenton Park
Gavin Woodward
2010 986 Woolwich Street West Leederville
Viking Developments
2009 102 Woolwich Street West Leederville
Stockland
2004 E Building 454 Roberts Road Subiaco
SecureWest Apartments
2004 Madison West 1010 Wellington Street, West Leederville
Larana Pty Ltd
Viking Developments
2004
2008
Squash Court conversion 337 Oxford Street, West Leederville
100 Woolwich Street West Leederville
Viking Developments
2006 Space 339 Newcastle Street, Northbridge
Larana Pty Ltd
2002 4 Brigid Road Subiaco
David Hillam Architects
Santona Holdings
2002
2006
2 and 2A Edenderry Terrace Subiaco
Palazzo 591 Hay Street Jolimont
Carinthia Pty Ltd
Larana Pty Ltd (taken over from McGees)
2001
2006
Carinthia Pty Ltd
Abbotsford Gate 18 Abbotsford Street West Leederville
Larana Pty Ltd
Cnr Tipperaery and Brigid Road Subiaco
2000 3 Centro Avenue Subiaco
Jedan Pty Ltd
You will note that we have not sold many developments in recent years. This has been a matter of choice as we did not want to detract from our focus on established Residential Sales. We were fast becoming the “Go To” Agency for all new developments in the early 2000’s. The attraction to our Company was due to the success of our marketing campaigns, innovation within the market place, being in close proximity to their developments and having a greater understanding of the area and demographic than any other large multi-national Company. However, we made a considered decision not to continue down this track. We still maintain this position today, but make exceptions for a few long standing relationships with Developers on small and local developments. The attraction to our Company was the success of our marketing campaigns and innovation within the market place, being in close proximity to their developments and had a greater understanding of the area and demographic than any other large multi-national Company.
THE PROPERTY EXCHANGE
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THE PROPERTY EXCHANGE
Local Market Analysis MARKET CONDITIONS West Leederville is currently one of the fastest selling suburbs in Perth. Demand for this area is high, with the quality local schools, proximity to public transport, easy access to the CBD, selection of local shops and amenities and neighbourhood atmosphere all being strong attractants. In the current marketplace, buyer demand outweighs stock levels, resulting in quick sales at prices that exceed expectations when properties are well presented and marketed.
TARGET MARKET Downsizers One of the most prominent group of buyers currently in the local market are downsizers. This group comprises mature singles and couples aged around 50 plus who have raised their children in large homes in surrounding areas including Shenton Park, Subiaco, City Beach, Floreat, Dalkeith, Nedlands and Claremont, and now wish to move to a smaller, low maintenance home. They want to be within walking distance to shops, amenities and transport, and seek a home with living areas and the master bedroom on the ground level.
fit the bill for downsizers, leaving little choice for those wanting to move into the area. For this reason, we believe downsizers will be a primary target market for these homes. Non-Residents Brand new homes and vacant land are still available to be bought by non-residents, and are therefore a magnet for those wanting to invest in central Perth without resident status. Executive Singles and Couples Busy professionals are after a low maintenance lifestyle, but want to live amongst a community vibe in an upmarket area, within easy access to the Perth CBD. These homes tick all of these boxes, and will therefore be of strong interest to this buyer group.
The majority of homes in the West Leederville area are either character homes on 350m2 blocks, townhouses or small apartments in dated complexes. None of these
THE PROPERTY EXCHANGE
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Product Positioning We want the buyer to view this product as a brilliant alternative to everything that is currently being offered. A magical mix of alternative lifestyles in a beautifully located precinct amongst mature trees, green spaces, attractive facilities, appealing amenities, and a safe healthy environment, just ten minutes from the city. An environment that will solve multiple problems for multiple people in this and surrounding areas.
Professionals and Academics With such close proximity to major hospitals, research centres and UWA this is an ideal opportunity for these buyers to live very close to work in a low maintenance home. Parents wanting to buy into local School Catchment areas There is a huge local demand from parents wanting to attain housing in the catchment area of both Bob Hawke High School and local primary schools to cement a placement for their children in these sought-after schools. The proximity to medical facilities, transport and the surrounding green spaces will provide additional appeal to these families.
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THE PROPERTY EXCHANGE
MANY AGENTS TEND TO USE PASSIVE TOOLS TO ATTRACT BUYERS AND THEN WAIT FOR THE BUYERS TO COME TO THEM. WE DON’T.
Sales Strategy Our sales strategy will be crafted to maximise uptake in the marketplace, and sell all homes in the quickest possible time, for the best possible price. In addition, this competition will ensure that early sales prices reflect the height of demand, creating impressive sales evidence for the sales to follow. From our past experience in development sales, we find that when lots are released in stages, people hesitate to purchase as they know that there will be more stages to come, and want to make sure there are no better lots in future releases. In a nutshell, our Sales Strategy will be designed to inform our target market about this opportunity in
a way that excites them and motivates them to take action. Many agents tend to use a passive sales strategy to hope to be noticed by prospective buyers, and then wait for them to come to them. We are a lot more proactive in going out to find the buyers for these “off plan” sales. This is why we have the reputation and track record of selling the majority of our properties on the first day. It’s the work and preparation that goes into the process and preparation for the sale before the launch that establishes the basis for the remarkable outcomes that we achieve.
THE PROPERTY EXCHANGE
WE KNOW HOW TO JUSTIFY, DEMONSTRATE AND CONVINCE BUYERS OF THE VALUE THEY ARE GETTING, WE CONSTANTLY ‘VALUE ADD’ TO HOMES AND CAN DO THE SAME FOR OFF PLAN SALES IF THE MARKETING IS WELL THOUGHT OUT AND ENTICING. We pride ourselves on our negotiations skills, so our sales and marketing strategies are designed to bring us face to face with our prospective buyers so that we can negotiate the best result. Once we have developed rapport, we can use that rapport, knowledge of their goals and knowledge of the psychology of human behaviour to demonstrate the value on offer and extract the highest possible sale price. In the case of “Kanvas” apartments this would mean ... attractive marketing of the homes as this will impact how they see the value.
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THE PROPERTY EXCHANGE
Marketing Strategy Marketing plays a very important role in obtaining the maximum sale price for your property. It’s no coincidence that the richest companies in the world invest heavily in marketing! The basis of a successful marketing campaign is identifying and reaching the greatest number of most likely buyers for your property.
A well marketed property can command a higher asking price - by giving the property status and invoking a fear of missing out. A well marketed property also gives the seller extra negotiation power. Components of our proposed marketing plan 1. Contact to our sophisticated and qualified database of buyers, builders, key local social and economic influencers 2. Information night held at the The Property Exchange office 3. On site “open for inspection” afternoons where all information and contracts are available 4. Professional Aerial Photography 5. Property Video (where selected) 6. Online marketing to major and minor portals 7. Premier positioning on realestate.com.au 8. Full colour custom-designed brochures 9. Illuminated window display at our highly trafficked office 10. Editorial requests in Western Suburbs Weekly, Community Newspapers, The Post Newspaper, The West Australian and The Sunday Times 11. Half and full page advertisements in Western Suburbs Weekly, Community Newspapers, and Post Newspapers (where selected) 12. Digital and Facebook advertising to our selected target market (where selected) 13. Bulk SMS to prospective buyers (where selected) 14. Our Homes For Sale magazine which every Agent at The Property Exchange has available at all home opens.
THE PROPERTY EXCHANGE
“STOPPING ADVERTISING TO SAVE MONEY IS LIKE STOPPING YOUR WATCH TO SAVE TIME” - HENRY FORD
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THE PROPERTY EXCHANGE
What We Offer A brand new opportunity to align yourself with an energetic, proactive and refreshingly different approach to the marketing of this new land release, and to enjoy the results that we will achieve. A proven track record of successful sales and top prices. Mature and long standing sales team of 10 agents with a strong network of contacts throughout the western suburbs. A great deal of experience in dealing with the psychology of buyers and how to steer them towards a successful sale. The ability to take control of the negotiation process to achieve the highest price. Stringent attention to detail for all aspects of the marketing and sale. Creative and high quality marketing.
A proactive approach to finding the right buyers for the homes rather than waiting for the right buyer to find us. A powerful administration team to support the ‘behind the scenes’ action. This includes all paperwork, overseeing marketing, coordination of all tasks and follow up. A sincere, authentic and transparent approach in dealing with all clients. A proven track record of selling off the plan developments, and strong relationships with many local developers. Experience also in selling vacant land both privately and in conjunction with building companies seeking land for their clientele. Our office location, being approx 3.5 km’s from the site.
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Testimonials NEGOTIATED AND DELIVERED AS PROMISED
WONDERFUL COMMUNICATION THROUGHOUT THE PROCESS
George was an excellent agent. We were selling from the other side of the country. He was easy to communicate with, he made sensible suggestions to make our unit more appealing he organised the tradespeople, met them onsite, and kept us up to date with the progress of the sale. He negotiated well, delivered as promised. At all times he acted honestly and professionally. He was a great choice for us getting our unit sold. Highly recommend George as a great agent and even better human.
George is a fantastic agent! I ended up having offers prior to my first home open & I put this down to the presentation & marketing that George put in place. All his advice paid off! He has wonderful communication & kept me in the loop throughout the process! If you’re looking for a professional then you need to give him a call to sell your property today!
P Boake ‑ Seller ‑ James Street, Northbridge October 2020
SPECTACULAR AND ORGANIZED PROCESS THROUGHTOUT I can’t recommend George highly enough! My unit required a complete repair and revamp, I live over an hour from Perth and was absolutely dreading having to organize everything. George took on the whole project! Repairs, painting, plumbing, electrical work, new carpet throughout, full cleaning and styling! George organized the lot in 8 days. It looked spectacular and was sold within a week. George made the whole thing so easy during a very difficult period of my life. I can’t thank him enough.
V Sewell ‑ Seller ‑ Cunningham Terrace, Daglish December 2020
VERY FRIENDLY AND APPROACHABLE Easily contactable throughout the process (particularly outside of business hours). Very friendly and approachable. A pleasure to deal with. J Cryer ‑ Buyer ‑ Cunningham Terrace, Daglish December 2020
GIVES PROMPT AND EFFICIENT SERVICE George is a highly professional, polite agent. He offers warm, prompt and efficient service. His communication skills are excellent - he follows up issues promptly and always returns calls and passes on information. It was a pleasure dealing with George as the selling agent on the recent purchase of our home.
S Ryan - Seller - Moondine Drive, Wembley February 2021
R Petersen ‑ Buyer ‑ Carr Street, West Perth January 2021
Stay Connected
George Allen george@thepropertyexchange.com.au 08 9388 3988 212 Nicholson Road, Subiaco WA 6008
THE PROPERTY EXCHANGE
@thepropertyexchange