In a recent episode of Unpacking the Build, Homeshelf CEO George Glover interviews Anthony Garrubba, the National General Manager of Marketing and Sales at Burbank.
Their discussion provides a deep dive into Burbank’s operations, market strategies, and customer engagement in the home building industry.
Burbank's Growth and Market Presence
Burbank, founded in Victoria, has grown significantly over the past decade, expanding its operations to Queensland, New South Wales, and South Australia.
While Victoria remains their central hub, Garrubba reflects on the company’s growth, noting “we expanded into Queensland: really scalable and successfully, and then from there went into New South Wales and South Australia.”
With interstate diversification and innovation, Burbank’s ability to keep their finger on the pulse of design and trends keeps their homes present and in-demand. For instance, Garrubba explains how Queensland’s popular Hamptons and Miami-style facades influence designs in other regions, demonstrating how regional trends can enhance Burbank’s overall portfolio. Anthony explains, “Queensland’s really at the forefront of this sort of Hampton look and feel which is, it's really fresh.”
Customisation in Volume
Burbank distinguishes itself with customisation options available for floor plans. Customers can choose from a variety of standard options or propose their own modifications, which are then reviewed and priced by Burbank to ensure feasibility and customer satisfaction. Garrubba explains, “We personalise our floor plans quite a bit... our customers seem to respond really well to that.”
Burbank employs a variation policy to streamline the customisation process, making it easier for customers to navigate and for sales teams to manage. This policy ensures that customer requests are feasible and align with construction standards, enhancing the overall customer experience. Garrubba describes the process: along with creating standard options for customisations, customers have the choice to “mark up some floor plan amendments…submit to the office, we'll get it quality assured…It goes through a pricing mechanism, and then gets reissued back to the customer.’
Adapting to Post-COVID Market Changes
The pandemic has shifted housing demands, with more people opting for larger homes to accommodate extended family living arrangements. This shift has led to an increase in the construction of double-storey houses recently, reflecting a broader generational change in living patterns. Anthony observes, “more people [are] staying at home for longer because it's harder to save deposits”, and they're seeing fewer one to two person homes being built these days.
Navigating Builder Comparisons
Comparing builders is challenging: due to varying inclusions and promotional offers, it can feel tricky to clearly place one above the other.
Garrubba explains: “that's one of the things that really helps to control price in the building industry, and it's actually one of the benefits of our industry to the consumer… they're always going to get a pretty competitive price because we're all really hunting around in the same market segment.”
Burbank addresses comparison through clearly categorised series, each satisfying different buyer types. This helps customers understand and compare the fixed costs and value propositions more effectively. Anthony noted the difficulty customers face, stating, “It's really quite difficult to compare apples for apples.”
Burbank: Building Australian Homes
The conversation with Anthony Garrubba highlights Burbank’s strategic approach to market diversification, customer-centric customisation, and innovative design.
Burbank’s ability to adapt to changing market conditions and meet diverse customer needs positions it as a leading player in the Australian home building industry.
Building across Victoria, Queensland, New South Wales and South Australia, its commitment to quality and customer satisfaction allows Burbank to build on its legacy and expand its reach across the country.
Publisher Website: www.homeshelf.com.au