In the second instalment of Unpacking the Build, Homeshelf Director George Glover delves into land developments with Graham Nolan, the General Manager of Marketing & Communities at Brown Property Group.
With a rich history dating back to the 50s, Brown Property Group has evolved into one of Melbourne's largest privately owned property developers, delivering over ten residential communities and branching out into commercial and apartment projects.
Their conversation explores the partnership between land developers and builders, the evolving customer journey, and Brown Property Group's vision for the future of land development.
The Role of Builders in Land Development
When it comes to putting together a quality land estate, partnerships with homebuilders are imperative; Nolan explains that "builders are a crucial part of our business... You can't have one without the other."
Homebuilder companies play a crucial role in Brown Property Group's developments, with display villages showcasing the homes available in their communities and the offering of house and land packages.
This partnership ensures customers have a clear understanding of the options available to them, whether they are first-time buyers or looking for their next home.
Building Community around the Customers
The customer journey often starts with budget, Nolan highlights. With an understanding of where each client is coming from, “our sales team can then work with…all our builder partners” to provide a comprehensive overview of their options. Understanding the customer's budget allows the team to tailor their recommendations, considering factors such as block size and home design.
The pair discuss the dynamics at play which may work to position estates towards certain audiences; Nolan explains that this sort of targeting is often informed by nearby amenities. “There are some elements inherited from the precinct structure plan… that feeds into then the community and the brand that you build” he says.
Whether customers start with a home in mind and look for the right block or vice versa, Brown Property Group aims to provide a range of options to suit individual needs.
How Technology Leads to Informed Buyers
Changes in technology have played a significant role in shaping the customer journey, with Brown Property Group adapting its approach over the years. From traditional advertising methods to now a focus on digital platforms and social media, the company strives to provide relevant information at every stage of the customer's journey.
Nolan elaborates: “what we're finding now more than ever is that the customer's coming in and…they've done their research”. Whether it’s through Facebook ads or interactive masterplans available online, buyers these days are educated in the products they’re enquiring on and are often approaching sales teams with informed goals.
Why Developments have Design Guidelines
Nolan explains how design guidelines within an estate play a significant role in maintaining a high standard of design and construction. These guidelines are typically established by developers to set a standard that builders adhere to, ensuring a cohesive and visually appealing community.
The guidelines cover various aspects such as building setbacks, materials, landscaping, and facades. While they are not overly restrictive, they aim to protect the customer's investment and ensure that homes are built to a high standard. Consistency is key, with a focus on creating a harmonious aesthetic across the estate.
By following these guidelines, developers and builders can create a community that residents can be proud of, where each home is built to a high standard and contributes to the overall beauty of the area.
“People want to have pride in where they live, so that that extends not only to their house and their garden. They want to make sure the community's looking good.” says Nolan.
The Wrap Up
All up, this episode of Unpacking the Build with Brown Property Group sheds light on the intricate process of creating quality communities. From the crucial partnership between land developers and builders to the evolving customer journey, it's evident that a holistic approach is key to success.
Brown Property Group's vision for the future of land development involves understanding the customer's needs and providing a range of options to suit individual preferences. Technology has played a significant role in shaping the customer journey, with a shift towards digital platforms and social media to provide relevant information at every stage.
Additionally, design guidelines within an estate ensure a high standard of design and construction, ultimately contributing to a cohesive and visually appealing community. As Graham Nolan aptly puts it, "People want to have pride in where they live," and Brown Property Group is committed to delivering communities that residents can truly be proud of.
Publisher Website: www.homeshelf.com.au