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 Decent Homes Standard Tenancy protection is limited in UK Graduates are used to purpose- law (though watch this space…) built student accommodation City centres are much more 61% of renters have recently attractive places to live experienced at least one of damp, mould, leaking roofs, electrical People settle down later, deferring hazards, infestations or gas leaks marriage, etc. 43% of tenants have had to borrow Property prices make ownership cash to pay for a deposit difficult or impossible for many
That creates new opportunities… Semi Non New models Fully Integrated Integrated Integrated
…emerging new sectors such as sharing 30% of all new 75% of sharers are 53% earn more London leases are under 30 yrs old, than £30k (vs. 62% being signed by and average age is for non-sharers) sharers increasing
…and new enabling platforms Payment platform that Smart access Lettings software and allows tenants to secure management systems to services platform to their rental without a lower the cost and improve rental process deposit while giving complexity of property for agents, landlords and landlords protection management and unlock tenants new service models
But there’s a challenge… A B C D E Answer: A: Tipi early. B: Tipi current. C: Greystar (Nine Elms). D: Greystar (Aldgate Place). E: Essenial Living (Early - Vantage Point)
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
It’s easy, we just need one of these… Sponsor a sports event! Design a logo! Have a cool office! Brand Throw a launch party! Photograph some attractive young people! Tell a story! Hire a PR agency!
“We are what we repeatedly do. Excellence therefore is not an act, but a habit.”
You are what you repeatedly do Brand Distinctive Hard to do Most powerful Community Service experience Shared (utilised) amenities Built environment of apartment Generic Easy to do Least powerful
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?
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?
Thank you! Greg Marsh @gregmarsh mail@gregmarsh.co.uk
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