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Greg Marsh
31 October 2019
*via Mosaic *
Greg Marsh 31 October 2019 * *via Mosaic BTR is booming - - PowerPoint PPT Presentation
Greg Marsh 31 October 2019 * *via Mosaic BTR is booming - - PowerPoint PPT Presentation
Greg Marsh 31 October 2019 * *via Mosaic BTR is booming Source: Savills, British Property Federation, Molior Why? Motivators Inhibitors Consumer expectations of life as a 27% of rental homes fail to meet the service are rising
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BTR is booming
- Source: Savills, British Property Federation, Molior
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Graduates are used to purpose- built student accommodation City centres are much more attractive places to live Consumer expectations of ‘life as a service’ are rising People settle down later, deferring marriage, etc.
Why?
Property prices make ownership difficult or impossible for many 27% of rental homes fail to meet the Decent Homes Standard Tenancy protection is limited in UK law (though watch this space…) 61% of renters have recently experienced at least one of damp, mould, leaking roofs, electrical hazards, infestations or gas leaks 43% of tenants have had to borrow cash to pay for a deposit
Motivators Inhibitors
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Non Integrated Semi Integrated Fully Integrated
That creates new opportunities…
New models
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…emerging new sectors such as sharing
30% of all new London leases are being signed by sharers 75% of sharers are under 30 yrs old, and average age is increasing 53% earn more than £30k (vs. 62% for non-sharers)
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…and new enabling platforms
Payment platform that allows tenants to secure their rental without a deposit while giving landlords protection Smart access management systems to lower the cost and complexity of property management and unlock new service models Lettings software and services platform to improve rental process for agents, landlords and tenants
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But there’s a challenge…
B A C D E
Answer: A: Tipi early. B: Tipi current. C: Greystar (Nine Elms). D: Greystar (Aldgate Place). E: Essenial Living (Early - Vantage Point)
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differentiation n. the process of distinguishing a product or service from others to make it more attractive to a particular target market which will in turn pay a premium
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It’s easy, we just need one of these…
Brand
Design a logo! Tell a story! Photograph some attractive young people! Have a cool office! Throw a launch party! Hire a PR agency! Sponsor a sports event!
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“We are what we repeatedly do. Excellence therefore is not an act, but a habit.”
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You are what you repeatedly do
Built environment of apartment Shared (utilised) amenities Service experience Community
Generic Distinctive Easy to do Hard to do Most powerful Least powerful
Brand
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What determines a unique service experience?
Who do you hire? How do you train then? Why do they work in your buildings? How do they feel when they are at work? How do people feel when they interact with them?
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What determines community?
Who uses your spaces? Why do they use them? How are they feeling when they arrive? How do they interact with each other? How do they feel when they leave?
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