From buying land and planning to building and selling: how much unseen effort goes into property development? Industry veterans explain the entire process
The YIJU editorial team takes you inside the entire property development process!
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Have you ever stood in front of a high-rise building or an elegant house and wondered how it was built? What stories lie behind the journey from undeveloped land through careful planning and construction to the eventual sale of the development? |
From choosing and buying land at the outset to defining the target market and ultimately marketing and selling the homes, every stage depends on meticulous planning by developers and real estate agents. Today, YIJU takes you behind the scenes of Taimana Rise, whose Chinese name means 'Mountain Whispers Through the Seasons', on Auckland's North Shore to uncover the lesser-known realities of development.
> Choosing and buying land: beautiful surroundings and convenient transport
When buying land for development, developers must first consider the convenience of the location. The surrounding scenery and local conditions are also essential factors. These can enhance the project's appeal and greatly improve residents' comfort, while allowing homes to be designed around the site and residents' needs.
Take Mountain Whispers Through the Seasons as an example. The 33,000-square-metre site was once a horse farm surrounded by trees. The developer's first consideration was how to make the most of the landscape. Shirley Tang, project manager at developer KCC Construction, said: "Before developing this land, we planned to create a quiet, comfortable, upmarket residential neighbourhood, with each house on a section of more than 600 square metres. The house designs, building materials and generous outdoor spaces would all complement the beautiful surroundings。"
Beyond its scenery, the location is also exceptional. The project occupies a prime North Shore position at the newly completed interchange connecting State Highway 1 and State Highway 18. It is a 1-minute drive to the motorway and 2 minutes to Albany's shopping precinct and Rosedale's business district, bringing shopping, dining, entertainment and recreation together for future buyers' everyday convenience.
> Identifying a gap in the market: large multigenerational families
After researching the market, Barfoot & Thompson and KCC Construction found that the area had very few new homes. The excellent local schools also attracted many multigenerational family buyers who needed more rooms for family members of different ages, whether grandparents or children of varying ages. They recognised that homes meeting these needs were relatively scarce in the local market.
> Meeting market demand: design for privacy + outdoor space
Through detailed market research and precise positioning, Barfoot & Thompson and the developer identified their target buyers as large families with children and older relatives who placed a high value on quality of life.
These families need multiple rooms, each relatively self-contained and private, to accommodate residents' different lifestyles. Many new homes currently on the market have fairly small gardens, while many large-family buyers need ample space for outdoor recreation. The design also addressed this requirement.
As a result, every property in the final development is a large 6-bedroom home, with an ensuite for every bedroom so each family member has their own living space. Each floor also has relatively self-contained living areas to meet different family needs. Spacious, light-filled kitchens, dining rooms and lounges offer buyers an excellent living experience. Every property has extensive outdoor space, allowing residents to enjoy fresh air and greenery in their own gardens. Each resident can enjoy nature's gifts and tranquillity alongside a busy urban lifestyle.
> Addressing buyers' needs: building a new early childhood centre
After identifying their target buyers, Barfoot & Thompson and developer KCC Construction found that although the site was zoned for primary and secondary schools rated decile 10, with private schools Kristin and Pinehurst also available, there were few early childhood centres within 2 kilometres. This emerged from their careful examination of the proportion of children under 6 in the surrounding area. “So we addressed this need directly by designing and building a new, relatively upmarket early childhood centre within the neighbourhood. Residents can walk their children there in 1 minute. Of course, we also designed plenty of parking to make drop-offs and pick-ups convenient for nearby parents.”
Countless thoughtful decisions like these are made throughout the process from development to sale. Barfoot & Thompson also put considerable effort into selling the completed homes. YIJU interviewed the company's experienced residential salespeople to find out how they bring a carefully crafted development to prospective buyers' attention.
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Residential Sales Northcote Branch |
Associate Salesperson Northcote Branch |
Rocky Liu
Doris Tang
| YIJU: You were closely involved from the project's early stages. Once the homes were completed and ready to go on the market, what marketing plans and sales strategies did you develop for the developer? |
Rocky & Doris：
1. Market research and positioning
Market research: Before launch, we meet with the developer to research the market and understand target market demand, competition and customer preferences, so we can develop appropriate strategies.
Positioning strategy: We establish the project's positioning, including its target customers, property types and price range.
2. Brand building and promotion
Brand building: A month before launch, our team met to discuss the branding for the entire project, including its brand concept and reputation. We also came up with its English and Chinese names: Taimana Rise and Mountain Whispers Through the Seasons. The names draw on the area's roads, terrain and natural surroundings and are easy to say and remember. We then promoted the project's features and advantages through various media, including advertising, social media and websites, and installed a billboard on the main road. After more than a year of selling, we have found that the name is now well known in both the local European and Chinese communities. Many customers and agents recognise our project as soon as they see the houses.
3. Property marketing methods
Open home presentation: We engage professional interior designers to design and stage the show homes. We also take a hands-on approach, examining and refining every detail from a buyer's perspective. Sometimes we make several adjustments before photography to ensure every buyer has the best possible viewing experience.
Professional photography: Depending on the type of house, we engage professional photographers to photograph it at different times of day. Some homes look best in the morning sun, others in the evening light. Our aim is to show each house at its most beautiful, allowing buyers to appreciate its refinement and beauty through their phone or computer screens.
Video marketing: We produce professional promotional videos in both Chinese and English for every newly listed home. We promote them on major online platforms, targeting different markets and showcasing the project's highlights and distinctive features.
Floor plans and development plans: We provide clear floor plans and project plans to help customers understand each home's structure and spatial layout, as well as the master plan for the whole neighbourhood.
4. Promotional activities and incentives
Limited-time offers: We offer buyers incentives or flexibility according to the property type and stage of construction. For example, we may negotiate with buyers and sellers to make changes to parts of a home, or fine-tune interior or exterior details and fittings to suit the buyer's preferences.
5. Working offline with fellow agents
We have always believed in cooperation that benefits everyone. From the project's launch, we welcomed collaboration, communicating and working extensively with agents from different companies and branches. Together, we used our various networks and resources to promote the development.
6. Social media and content marketing
Major property platforms: We publish detailed project information on all property platforms to increase online exposure and attract prospective buyers' attention.
Sharing information: We publish features and information online about the property market, the home-buying process and related topics, giving buyers valuable information.
7. Working with financial institutions
We have always believed in cooperation that benefits everyone. From the project's launch, we welcomed collaboration, communicating and working extensively with agents from different companies and branches. Together, we used our various networks and resources to promote the development.
8. After-sales service and word-of-mouth marketing
After-sales service: We provide comprehensive support after purchase to address customers' concerns and build a good reputation.
Encouraging word of mouth: We encourage satisfied customers to share their home-buying experiences and actively recommend us to others.
Barfoot & Thompson is the real estate agency that knows Auckland best.
In Auckland, 1/3 of home sales are through Barfoot & Thompson,
far ahead of all other real estate agencies.
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