Mr. Bilal El-Cheikh Managing Director

MR. BILAL EL-CHEIKH

Bilal El-Cheikh’s philosophy is to surround himself
with loyal people who are the best at what they do.
In his eight years as Managing Director, he has
taken Piety THP from a A$38 million company to a
A$3 billion one, so it’s probably safe to assume that
he is a good judge of character.

BILAL EL-CHEIKH’S PHILOSOPHY

Bilal El-Cheikh was already an expert in the construction
industry when he took on the role of Managing Director
with Piety THP. And he has certainly enhanced his
reputation in that time, thanks to the role he has played in
turning Piety THP into a A$3 billion real estate developer
with over 1,000 apartments under construction across
Sydney.

BILAL EL-CHEIKH

Development director Bill El-Cheikh says, “Imperial
will offer outstanding sophistication and ultimate
luxury for Hurstville. We’re giving the community
the chance to be a part of an iconic new
development which will be like nothing Hurstville as
ever seen before.”

MR. BILAL EL-CHEIKH

With views over Hurstville, Botany Bay and the city skyline,
Piety THP’s new $200 million Imperial Hurstville mixed use
development is an elegant study in luxury living. Located at
Treacy Street, Hurstville its unique split form punctuated
by sky gardens and metallic facades represents the next
step in the evolution of the apartment tower.

MR. BILAL EL-CHEIKH

“We pick up the right people to fit our
business. And we’re very focused on what we
have to do, in an industry where sometimes
the larger companies don’t see the whole
picture.”

BILAL-EL-CHEIKH

That focus is increasingly on affordable housing in
growth areas of Sydney. Bilal says that by
“affordable housing” he means anything under
A$650,000 for first home buyers. At least 50 per
cent of Piety THP’s business will come from that
sector.

BILAL CONTINUES

“In recent years, we’ve seen a gap in the market for first
home buyers,” Bilal continues. “We found that there are
more people in the area who want an affordable
apartment, so we’ve focused our business on that area.
These apartments sell faster than high-end apartments
as there are more people in that market, and there is a
lot of growth potential.”

FINDING THE RIGHT SITES, IN THE RIGHT
AREAS, IS CRUCIAL

That growth potential involves land banking –
buying land now and keeping it for future use.
Piety THP finds sites that can be put aside
now while it plans for the next three to five
years. “Finding the right sites, in the right
areas, is crucial,” says Bilal.

BILAL EL-CHEIKH DEVELOPMENT DIRECTOR

“We’ve had great success with Wentworth Point,” says Bilal proudly.
“That’s our biggest development to date. It’s actually been featured
on Channel 9 and in newspapers and it’s won a few awards. The
Mayor of Parramatta recently opened the park and said it was one of
the best he had seen in many years, and that we have given back to
the community.” Being based in Australia has also helped with
growth, says Bilal. “All our decisions are made on Australian soil, so
we’re very quick in making those decisions.”

Mr. Bilal El-Cheikh Managing Director

“If you don’t have good supply, your business will be
damaged very quickly. So, we keep a very close
relationship with our suppliers and our contractors Our
suppliers are important to our growth. Even the smaller
suppliers – their prompt action when we’re out of
something plays a huge role in our development. From
planning through to concrete, it’s right across the board.”

MR. BILAL EL-CHEIKH

TH Properties’ venture in Australia, Sydney in
particular, started way back in 2013 after it was
approached by a soft spoken Lebanese, Bilal El
Cheikh, who is the Managing Director of Piety
Group.

BILAL EL-CHEIKH

Piety group managing director Bilal El Cheikh said
an application for a proposed development of 273
apartment units was submitted to the Auburn City
Council for the first phase of the development,
which is scheduled to be completed in September
2017.

MR. BILAL EL-CHEIKH

"We are submitting a plan to build as high as
30 floors for the next phases," Bilal said. "If
successful, ONE The Waterfront will be one of
the iconic apartment buildings here."

BILAL EL-CHEIKH DEVELOPMENT DIRECTOR

Development director Bill El-Cheikh says,
“Imperial will offer outstanding sophistication
and ultimate luxury for Hurstville. We’re
giving the community the chance to be a part
of an iconic new development which will be
like nothing Hurstville as ever seen before.”

MR. BILAL EL-CHEIKH

Bilal El Cheikh said an application for a proposed
development of 273 apartment units was submitted to
the Auburn City Council for the first phase of the
development, which is scheduled to be completed in
September 2017.

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