Loftus St Marketing Submission

a100 basix & calculations
a101 Survey
a102 Wider Context Plan
a103 Local Context Plan
a104 Site Context Plan
a105 basement 2
a106 basement 1
a107 ground floor
a108 level 1
a109 level 2
a110 level 3
a111 level 4
a112 level 5
a113 level 6
a114 level 7
a115 roof terrace
a116 roof
a117 adaptable units
a118 area calculations
a119 waste management
a200 south elevation - khan lane
a201 north elevation - loftus street
a202 east elevation
a203 west elevation - proposed khan lane
a204 streetscape- loftus street
a300 section aa
a301 section bb
a302 section cc & facade detail
a400 shadows
a401 shadows
a402 solar analysis
a403 solar analysis
a501 Tree Protection Zone
a502 Tree Protection Zone
a503 Tree Protection Zone
a504 Tree Protection Zone
a505 Tree Protection Zone
a506 Communal Open Space and Deepsoil
Calculation
a507 Communal Open Space and Deepsoil
Calculation
a509 3D

330a parramatta rd, homebush west NSW 2140 nom. architect

info@ .com.au 9797 1599 n.nasser 9457

17-21 LOFTUS STREET

APARTMENTS

WOLLONGONG NSW 2500

2 THE
VISION

3

To create a new residential offering which builds on the
established reputation of the GJ brand committed to building
high quality, cost effective and sustainable buildings, safely and
on time for our clients.

Knight Frank intend to grow the GJ brand in the region and to
promote the brand not only at 17-21 Loftus St, but also any
future endeavours as you seek to establish niche residential
developments in the market.

Unrivalled global insights coupled with a truly global platform
and local insights mean Knight Frank's Project Marketing
business in Wollongong & Sydney is well placed to add tangible
value to your site on Loftus St.

4 UNIQUE
SELLING POINTS

Quality underpins the company’s main focus as GJ pursues its
vision to be a leading NSW residential builder by 2023. Unique
selling point of this apartment include:



• Proximity to a number of high profile education establishments including
top ranking Illawarra Grammer School, Smiths Hill School , Wollongong
public school, Mount St Thomas public school, Edmund Rice College, Elonera
Montessori School, St Mary of the sea College and world renowned University
of Wollongong.

• Open plan apartments with water and leafy suburban views and tranquil
community living

• 13min walk to CBD
• 5min drive to Wollongong University
• Proximity M1 Freeway
• Walking distance to both Wollongong Public & Private Hospitals
• Expected high specification interiors with quality finishes commensurate to the

pricing
• 9 minute walk to Wollongong train station

5

6

1

7

WHY
KNIGHT FRANK?

8

THERE’S A HUMAN 9
ELEMENT IN THE
WORLD OF PROPERTY
THAT IS TOO EASILY

OVERLOOKED

From humble beginnings in 1896, Knight Frank has grown into the
world's largest independent property adviser.

Our independence means that we have a singular focus on your best
interests. Unaffected by the daily gaze of equity markets, we strive
for a long-term relationship built on a clear understanding of your

objectives.

Our partnership philosophy permeates everything we do. We don’t
just seek to service you, we build partner relationships grounded on
clear and considered advice. We understand the importance of the
personal interaction between our people and your business, enabling

us to find property solutions uniquely tailored to your objectives.

10

ONE WAY OF WORKING

60 COUNTRIES

Operating as a global network of more
than 15,000 people in 418 offices

across 60 countries, we are in all the
key locations you need us to be. More
importantly, our global network is built

on the same personal connections
which are central to our philosophy, so
that you can be assured of a seamless
professional service, wherever you need

us.

11

LEADERS
AT EVERY

LEVEL

We believe that inspired teams naturally provide
excellent, dedicated and professional client service.

We foster this by creating a workplace where
opinions are respected, where everyone is invited
to contribute to the success of our business and
where they are rewarded for excellence. You’ll find
Knight Frank motivated to deliver results, ensuring
that your experience working with us is the best it

can be.

12

2

13

HOW TO
DELIVER THE

VISION

14

SCOPE OF
SERVICES

So that the fee proposal can be considered in context, we have provided
a summary of services that we expect to deliver as part of our sales &
marketing and agency role. It is not an exhaustive list and we will be
happy to provide additional services as required.

CONSULTANCYSALES & MARKETING 15

• We are passionate about adding value to your • Our firm is built on establishing long term
product in Wollongong and maximising sales relationships - we want to be with you from the
value through exemplary design, strategic first sale to the last. We can then demonstrate our
selling and best in class marketing materials focus on getting the best result for you on each
and every development rather than only selling
• Making use of our global experience and our the most desirable apartments in each scheme
understanding of the local Illawarra market,
our project marketing team will impart all our • We will provide sales and marketing consultancy
knowledge to elevate the development above on unit mix, size and specification, target
market expectations purchasers, market intelligence, strategic
planning, achievable pricing, marketing collateral
• We are acutely aware of the power of and ongoing advice throughout the marketing of
branding. Establishing the residential the project
development business of the gj building &
contracting will need careful thought about • We will also provide input and advise on
brand positioning and benchmarking against advertising, marketing initiatives, press releases
other residential developments in Wollongong. and all marketing literature
We work closely with our clients, ensuring that
our brand is closely aligned with yours as a • Our in-house marketing & PR department will
reputable advisor, synonymous with best in conceive and implement a clear PR strategy with
class residential development external agencies to actively promote the scheme
in the media throughout the life of the project.
• Our target is not to sell out developments over
the course of a weekend. We are aware that
your aspiration is to have a short selling period.
However we believe that true value is achieved
with a more strategic approach that allows
for gradual selling, building value through
the sales process, which ensures we have
maximised profit for you

16

SCOPE OF SERVICES

AGENCY

• We will demonstrate exceptional customer • We will leverage the Knight Frank website and
service and discretion at all times, responding global platform which is able to promote the
to buyers and qualifying leads in a timely and development in 23 languages and acts as a
professional manner powerful means of exposing the development to
the widest possible audience
• We are able to market the project both in
Wollongong and Sydney and if necessary • We will use extensive mailing lists to attract
internationally through our dedicated IPM teams buyers to the development and invite influential
based in Asia Pacific. With 411 offices in 59 individuals to appropriate marketing initiatives
countries and more than 14,000 people we have
a truly global reach • We will distribute the project through our
connections with third parties and trusted channel
• We will undertake all of the preparatory work partners
and organisation involved with any overseas
events to implement the agreed strategy if the • We will ensure the customer experience from point
decision is made to utilise our overseas network of sale through to settlement is second to none

17

18

Market

ANALYSIS

Unique to Knight Frank is the ability to tap into a dedicated research department
that provides strategic advice, is globally recognised, providing forecasting and
consultancy services to wide range of clients across the property industry. For the
benefit of identifying the current target market for 17-21 Loftus, the Knight Frank
research department has conducted the following analysis of the Wollongong

market.

SUBURB OVERVIEW

• Located 80kms south of Sydney
• Wollongong is approximately 6 square kilometers and has a population of 16.7 thousand

and the region has a population of 211 thousand which is expected to grow to 244
thousand by 2036.
• The predominate age groups in Wollongong are 25-34.
• Family composition is predominantly is couples without children and couples with children
under 15 years, accounting for close to 49%
• Household incomes are primarily childless couples and are likely to be repaying $1,800-
$2,400 per month on mortgage repayments.
• Close to 40% of people that live in Wollongong are owner occupiers or either own their
home outright or own with a mortgage
• 60% rent in Wollongong compared to a smiliar figure of 35% in greater Sydney

19
Source: Knight Frank Research

20

Buyer

PROFILES

Based on the market analysis conducted and our experience
selling schemes of this calibre we are able to identify a wide

variety of potential purchasers. Whilst it is important to
recognise the great diversity of buyer profiles, we believe the
main target market for 17-21 Loftus St will be local to the area.

1 2 21

Downsizers/Empty Nesters Families with Children

One of our key demographics for 17-21 Loftus St, as As indicated in the market analysis, this is a
shown from our market analysis, is that these buyers significant proportion of the market. Couples with
have large budgets and are looking to downsize to a young children are looking for a well sized premium
premium apartment, consolidating from a large home in apartment, as are families with older children who
the Wollongong area and surrounding suburbs. are downsizing.

3 4

Young Professionals Occupational Investors

As Sydney expands and prices for Inner City apartments Buying for a mix of reasons, including SMSFs,
continue to become less affordable, young professionals capital gain, yield and negative gearing for taxation
are naturally gravitating towards areas like Wollongong. purposes with high disposable income in the
They want to be close to the hospital, University or near area. Locals want to invest where they live and are
the CBD, and are looking for a short commute, but are comfortable with.
not willing to sacrifice on lifestyle.

5 6

Medium to Long Term Investors Bank of ‘Mum and Dad’

Buying for a variety of reasons including capital growth, Properties purchased by parents to help their
greater demand through population growth, and children get on the property ladder. Based on the
infrastructure improvements. relatively high income of the families in the area, this
will be a strong market segment for 17-21 Loftus St.

STRATEGY
OVERVIEW

The strategy for 17-21 Loftus St is to harness the strength of our local
knowledge. We intend to elevate 17-21 Loftus St to an aspirational
residential address in the Upper Wollongong region, and achieve strong
pricing for the area to meet the agreed sales rate targets.
Our proposed strategy is focused on the local market - in particular FHB,
empty nesters and young families.

'Our core objective is a fast paced delivery of sales whilst ensuring maximum
sales revenue.' - Matt Borg, Head of Project Marketing

PRINCIPAL ELEMENTS OF THE 23
STRATEGY

Positioning Marketing

• Knight Frank will offer full services on • Following the initial launch, we will
marketing prior to the commencement implement marketing initiatives to
of sales to optimise the brand of 17-21 ensure the scheme is kept fresh and
Loftus St, create a sense of place and add appealing, therefore maintaining
tangible value. sales momentum. We will
consistently assess all advertising
• We will leverage our excellent Public and PR opportunities on a rolling
Relations (PR) teams in Australia from the basis.
outset in order to produce a considered
PR strategy, delivering the correct volume
and exposure at any given time.

Sales

• Working within the proposed sales
cycle we will develop a strategy that will
harness the local market but will also
be flexible and integrated to allow us to
respond to market conditions.

• Initial VIP sales will be via a tightly
controlled ‘pre sale’ campaign,
maintaining the exclusivity of the product.
These sales will benchmark pricing and
will ensure the local market feel engaged
with the project.

• We will release the stock strategically,
ensuring initial buyers don't all gravitate
towards the very best apartments and
there is 'pepper potting' in the building.
Our unique pricing strategy will ensure
minimal residual stock

24

3

25

SALES & MARKETING
TIMELINE & BUDGET

MARKETING

26 BUDGET

Item Description Amount (ex GST)

PHASE 1- PREPATORY PHASE Management up until launch plus 1 month $1,200.00
Creative services management Brand strategy including name, logo, identity $1,500.00
Brand $2,000.00
Perspectives 2x 3d video walk throughs (10 seconds) $5,400.00
$1,800.00
Website 6 x 3D still renders (4 x internal, 2 x external) $4,300.00
Photography and video
On site signage Basic website and registration page $640.00
1.20 min high quality video, location photos inc drone $705.00
IM Sign and Wrap Design $1,500.00
Print and install of signboard size XL landscape 8 x 6 (2400 x 1800) $2,500.00
Floor plans Site wrap $500.00
Information memorandum design $750.00
Print $1,700.00
Floor plan branded creative design
$100 for BW floor plan outline $1,080.00
$7,196.00
PHASE 2 - INITIAL LAUNCH Three designed EDMs $6,000.00
EDM Realestate.com.au Premier (180days) $2,500.00
REA Two month radio 250 broadcasts
i98 FM Boosted posts $400.00
Social Media Social media designed posts x 4
$41,471.00
TOTAL $45,618.10
TOTAL inc GST

* PHASE 3- Continued marketing will be assessed according to success rates of individaul items

SALES & MARKETING 27

TIMELINE

Item

PHASE 1 W1 W2 W3 W4 W5 W6 W7 W8 W9 W10 W11 W12
Agency Appointment
CGI design
Photography
Video
Floor Plans
Brochure
Signage
Website

PHASE 2
LAUNCH
EDM
REA
Radio
Social media
APPOINTMENTS

* Please note the above marketing budget is indicative only. Knight Frank will not carry out any advertising, signage, media statements/editorials
and any promotional activities without the prior written consent of the Vendor.

MARKETING

28 COLLATERAL

We recommend that the following marketing collateral be
available from the phase one in order to ensure that the
pre-sales period, sales events and exhibitions are as successful

and informative as possible.

Brochure / Property Report

The brochures should include a number
of external and internal CGIs of the
development, including communal areas
and amenities, as well as an overview
of the proposed specification. We can
commission a research based property
report giving an overview of the local
Wollongong area.

CGIs

We recommend that professional
photography is used to create view lines
of each aspect from every floor.

Social Media

Social media is fast becoming an integral
part of the marketing mix. Therefore, a
well-planned, strategic campaign must
be in place to develop relationships with
potential purchasers. There are a number
of routes to reach and cultivate this
relationship: YouTube, LinkedIn, Facebook.

Radio

radio in the Illawarra is a highly
potent force for marketing. With one
radio station dominating the local
demographics, enquiries from previous
campaigns have added to over 30% of all
enquiry for residential campaigns.

29

Online Advertising EDM Marketing Campaigns

Knight Frank’s communication tools are A major part of the sales and marketing
constantly evolving to take advantage campaign for Loftus Street Wollongong will
of technological advances. This helps us be communicating with the Knight Frank
keep clients informed and bring them databases via email. Knight Frank has its CRM
together with buyers in the most effective system which provides unparalleled access to
and convenient ways possible, be it via our information about what interactions potential
Global Property Search website, or tablet and buyers are having with email marketing
smartphone apps, we can make Loftus Street materials.
Wollongong visible to an ever-increasing
number of potential buyers. main avenues for Every Knight Frank broker can access the
online promotion include realestate.com.au following information about email marketing
and Knightfrank.com.au. materials sent out to their potential buyer
databases:
Website
• Who clicked and how many times
A development specific website should be • When they clicked
designed and launched in order to promote • Where in the world they are
the scheme, establish the brand and generate • If they forwarded the email to someone
enquiries. The aim is to simply register
interest. This will evolve throughout the else
process. We will also have the development • Where on the email they clicked
listed on the Knight Frank website.
Press Release
Signage
A press pack should be prepared by the
On such a prominent road, the signage external PR and marketing company. Knight
should be wrapped around the site with the Frank’s experienced in-house PR department
development name and logo, Knight Frank's will also be fully engaged.
details, and include website details. The
signage design should be included as part
of the external marketing company’s brief
and should be aligned with the branding
and marketing strategy. The signage will be
a significant source of local enquiries, which
will be managed by Knight Frank via a central
database.

30

4

31

EEXXPPEOEORRUUIIEERRNNCCEE

32 TRACK

1 RECORD

INTERNATIONAL

2

3

45

33

6

01 02 03 04

ONE ONE ROYAL 432
HYDE SEAPORT ATLANTIS PARK
PARK AVENUE
NEW YORK DUBAI
LONDON NEW YORK

05 06

FOUR SEASONS AM
FORT LAUDERDALE HOCHMEISTERPLATZ

FLORIDA BERLIN

RECORD34 TRACK 2

AUSTRALIA

1

34

56

01 02 03 35

AVALA, EDGEMONT, AURA,
MILLER KILLARA WOLLONGONG

Total Units Total Units Total Units
149 51 50
Total Value
AUD $74.0M Units sold Total value
Currently selling 51 AUD $36.0M

Value of units sold Currently Selling
AUD $40.0M

04 05 06

VERGE, LOOM, RUBY TOWER,
CORRIMAL ROSEBRY ZETLAND

Total Units Total Units Total Units
49 65 151
Units sold
Units sold Units Sold 151
35 65 Value of units sold
AUD $103.0M
Value of units sold Value of units sold
AUD $19.0M AUD $40.0M

36

5

37

PRICING AND
FEE PROPOSAL

FEE

38 PROPOSAL

So that the fee proposal can be considered in context, we provide a
summary of services that we expect to provide as part of our agency role.

It is not an exhaustive list and we will be happy to provide additional
services as required.

The following commission fees are proposed:

Source of Appointed (Lead)
Introduction Agent:
Knight Frank
Direct Sale by Lead 2%
Agent 3%

Sale introduced 1%
by Knight Frank
International Project
Marketing teams

Sale Introduced
by GJ group (to a
maximum of 10
apartments)

SALES AND MARKETING CONSULTANCY

This is an integral part of the process, to both optimise the product itself (in terms of unit mix, layouts, specification,
amenities, servicing), and to optimise the marketing strategy (public relations, advertising, marketing initiatives, press
releases, marketing literature, launch timetable, pricing, etc).
We do not propose to charge a specific fee for the consultancy, as all our fees will be based on sales.

• Fees are subject to GST at the prevailing rate
• Sales and marketing cost indicated in budgets to be paid by developer
• Fees are 50% payable on exchange of contracts and 50% on legal completion

PRICING 39

SUMMARY

Total GDV
$27,891,000 - $29,330,000

Average $PSQM

$7,047 - $7,418

Type Quantity Percentage SIZE LOW END PRICE / SQM
Min Max $421,000 $7,796
HIGH END
1 Bed 8 17% 54 54 $461,500 PRICE / SQM
$8,546
Type Quantity Percentage SIZE LOW END
Min Max $535,000 PRICE / SQM
HIGH END $7,642
2 Bed 34 71% 70 75 $749,000
PRICE / SQM
$9,987

Type Quantity Percentage SIZE LOW END PRICE / SQM
Min Max $643,000 $6,768
HIGH END
3 Bed 6 13% 95 95 $813,000 PRICE / SQM
$8,558

TOTAL 48 100%

Disclaimer:
Knight Frank has prepared this pricing schedule in good faith and with due care, based on current market conditions. The information within this schedule should be deemed private and has been
produced for the named recipient(s) only. This schedule cannot be construed or considered as a valuation under any circumstances. This information is confidential and may not to be distributed
or reproduced in part or whole to any third parties without the prior written consent of Knight Frank. The pricing is indicative and provided purely as guidance. Whilst we understand the facts to
be generally reliable we are unable to guarantee their accuracy. Knight Frank does not accept any liability for any errors or omissions. Neither Knight Frank, nor the author, accept any liability or
responsibility whatsoever to any person who may seek to rely upon any information, advice or prices contained in this document, whether in whole or in relation to a part or parts only. Knight
Frank recommends you obtain a development valuation to determine the financial viability of the proposed development. Reliance placed on any advice, price or information in this document will
be at the recipient(s)'s sole risk. Knight Frank does not accept any responsibility or liability whatsoever for the present or future accuracy of any information, advice or prices given in this document.

KNIGHTFRANK.COM

Matt Borg Ben Mostyn

Director, Head of Projects Managing Director
0414 619 239 0477 213 947

[email protected] [email protected]