The

Uni

vers

ity

of A

uckl

and

New

Zea

land

INDUSTRY PARTNERSHIPS AND REAL ESTATE TEACHING

,

Deborah Levy

Mike Lee

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

How we work with industry

Long term relationships that need nurturing

Get to know the people out there that have something to say and that you can trust

Get them involved

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

External (& Alumni)

Relations/hips

Financial Support ScholarshipsSponsorships and PrizesGraduation Dinner Seminar sponsorshipCase Competition sponsorship Student of the Year sponsorshipBuddy programme sponsorship

Research• Advice• Financial support• Participants• Case study material

Accreditation•Recognition•External examiner•Sponsorship

Student Career Support• Buddy/Coffee Mate Programmes• Alumni Evenings• Networking Evenings• Property Case Competitions• Job placements

Teaching/seminars• Contract staff• Visiting lecturers• Case study/assignment material• Mentoring

Advisory Board• Support• Advice• Inroads into industry

Marketing• Property Dinner• Property Connect • Graduate Profiles• Career Development Programmes

Our Strategy

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

MarketingProperty Dinner

Publications

Property Connect

Graduate Profiles Book

Career Development Programme

Property Flyers

Marketing video

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Financial Support

Scholarships & Prizes

Externally funded scholarships and prizes

Amounting to approx $100,000NZ pa

Sponsorships

Dinner Sponsorships

Seminars

Case Competitions

Awards

Buddy Programmes

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Student Career Support

Student Career Support

Buddy/Coffee Mate ProgrammesAlumni EveningsNetworking EveningsProperty Case CompetitionsJob placements

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Student Career Support

Recruitment Process Workshops

Identifying skills required for the job

Writing a winning CV

Creating an impression at an interview

Working effectively in a team

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Research

Research

AdviceFinancial supportParticipantsCase study material

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Advisory Board

The Advisory Board is made up of senior property professionals representing different sectors of the industry.

The main objective is to produce world-class graduates, research and ideas that underpin the industry’s position within a knowledge-based economy and society.:

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Accreditation

Industry Partners

The Royal Institution of Chartered

Surveyors (RICS) (UK)

The Property Institute of New Zealand PINZ)

The Valuers Registration Board (VRB)

The Real Estate Institute of New Zealand (REINZ)

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Teaching/Seminars

Teaching/seminars

Contract staffVisiting lecturersCase study/assignment materialMentoring

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

How to make it happen

Have to be prepared to work after hours

Look for opportunities to make connections

Build on relationships

Remember this is a long term project starting with students

Have an ambassador that wants to make the connections

Alumni relations (Incl social media such as Linked-In)

Be ready to ask when the time is right

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

What does this mean?

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Is this what our stakeholders think of us?

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

But maybe there is hope

Research

PracticeTheory

The University

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Theory-fortified, work-ready graduates

Real world projects

Negotiation:

Real-world projects/problems

with real world incentives

Assessment: Balancing the

tension between course content and

external validity

Assignment:

Hone industry relevant skills such

as teamwork, writing, presenting.

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

examples

2nd year undergraduate property marketing course

Lectures include property cases, produced with the assistance of property professionals and guest lecturer.

Buddy programme where students are buddied up with professionals in the industry

Group Assignment where students are instructed on a real world assignment by a property professional and group presentations are made to them.

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Objectives

Video cases give students a learning experience utilising real life scenarios presented by experienced property professionals in the industry

Guest lectures, people that the students can see and ask questions to. Back up information received in class.

Buddy programme, mentoring programme where they can start to network and ask additional questions.

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Assignment

Students gain experience and skills in formulating a Real Estate Marketing Plan for a proposed development

Student feedback very positive about this assignment.

They learn about the amount of research required.

They understand a target market and adapting a promotional strategy to speak to them

First hand experience of the property market and the competition out there.

The group dynamic an essential part of the learning experience.

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Adapting and improvng

Video of a similar project talked through by a real estate marketer and a marketing professional. “the Galleries”

Helps to guide students through the strategic marketing process.

Previous years students felt that they were in the dark.

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Year 2

Property Assignment

187 Campbell Rd Greenlane Auckland

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

EASTERN SUBURBS MARKETBEAT

• The desire to own a slice of some of Auckland’s most highly sought suburbs is continuing to act as one of the key drivers of sales in the core Eastern Suburbs.

• This isn’t just having an impact on the traditional ‘core’ Eastern Suburbs or Parnell, Remuera, Orakei and the Eastern Bays.

• Increasingly, the peripheral suburbs of Greenlane, Ellerslie and St Johns are falling further into favour of residential investors.

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

EASTERN SUBURBS MARKETBEAT

Value Change Since 2012

Median Sale Price $855,250Total Sales 650Average Days on Market 48

EASTERN SUBURBS MARCH 2012 KEY DATA

Source: REINZ, Bayleys Research

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

EASTERN SUBURBS MARKETBEAT

The appeal of the Eastern Suburbs has always rested in the fact that the area is adjacent to the harbour, it has a high level of amenity, with a number of well established and distinct retail destinations, and that it is zoned for some of the country’s best schools.

These factors continue to be at the crux of drive people’s decisions to move into the area.

There also appears to be an overflow affect, which is having a positive impact on surrounding suburbs.

Purchaser interest in the core suburbs is currently outstripping the available property, so purchasers are turning to adjoining suburbs as an alternative.  

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Market watch

House prices continue to rise – listings in short supply and buyers remain in forceREINZ House sales up by 25% versus the previous year.

Average selling price up 14% from a year ago, 21% from the 2007 peak and 36% from the low of 2008/09

Activity is strong and although construction is rising the supply gain is relatively small, the lag effect will remain in place for some time.

New market influences – interest rates, higher deposit rates ?

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Market watch

The development of Auckland Council’s Unitary Plan, in particular, the trend towards intensification, is drawing investors into the Eastern Suburbs.

Investors are continuing to look for ‘added value’ opportunities. If and when the unitary plan is passed, there will be opportunities for building dwellings on smaller residential lots.

Developers are starting taking a forward looking position on this, looking for sections which can be further developed.

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Market watch

6 Months to March 2012 43 590,000$ 6 Months to March 2013 55 27% 685,000$ 16%

South Remuera Sale Count % chg Median Value % chg6 Months to March 2012 61 705,000$ 6 Months to March 2013 95 56% 910,000$ 29%

Mount Eden Sale Count % chg Median Value % chg6 Months to March 2012 190 779,000$ 6 Months to March 2013 211 11% 938,000$ 20%

Epsom Sale Count % chg Median Value % chg6 Months to March 2012 153 900,000$ 6 Months to March 2013 176 15% 1,140,500$ 27%

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Market watch

Mar 05

Sep 05

Mar 06

Sep 06

Mar 07

Sep 07

Mar 08

Sep 08

Mar 09

Sep 09

Mar 10

Sep 10

Mar 11

Sep 11

Mar 12

Sep 12

Mar 13

0

100

200

300

400

500

600

700

800

900

1,000

$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

$800,000

$900,000

$1,000,000

EASTERN SUBURBS RESIDENTIAL DWELLINGSMedian Sale Price & Sales Volume

Sales Volume Median Price

Quarter

Sale

s Vol

ume

Median Sale Price

Source: REINZ, Bayleys Research

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Market watch

Mar 0

5

Jun

05

Sep

05

Dec 0

5

Mar 0

6

Jun

06

Sep

06

Dec 0

6

Mar 0

7

Jun

07

Sep

07

Dec 0

7

Mar 0

8

Jun

08

Sep

08

Dec 0

8

Mar 0

9

Jun

09

Sep

09

Dec 0

9

Mar 1

0

Jun

10

Sep

10

Dec 1

0

Mar 1

1

Jun

11

Sep

11

Dec 1

1

Mar 1

2

Jun

12

Sep

12

Dec 1

2

Mar 1

3

Jun

130

10

20

30

40

50

60

70

80

EASTERN SUBURBS RESIDENTIAL DWELLINGSAverage Days on Market

Quarter

Avera

ge D

ays o

n M

ark

et

Source: REINZ, Bayleys Research

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Residential Project

187 Campbell Rd GreenlaneLarge Site Mixed useCore Residential Amenities / supporting elements to the siteEnvironment – parks / landscaping

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Property Assignment

Your Task:You have been asked to prepare the following:A SWOT analysis for the potential site, including an analysis of the local competition.A recommendation on the style and make up of the property that would work well within the development site.A comprehensive marketing and promotion plan for the site. Ensure that you plan covers off the following:

Target market – core groupsPsychographics of the potential target audienceWhy will they buy in this development over other suburban locations?Recommend a suitable name and your rationale for your choice.Marketing objective, marketing and promotional strategy.Promotional budget and timeframe

Prepare a 3 minute power point presentation for your manager highlighting the key aspects of your recommendation.

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

The key aspects of presenting to a client

Market Overview

The product offering

SWOT Analysis

Target Market

Pricing

Marketing and communication strategy

Marketing budget

Project Team

Commission/ agency / timing

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Key considerations

Thinking about really ‘selling’ your concept

Be prepared to answer questions, appoint a spokesperson

Use strong visuals and keep your key points in the power point presentation to a minimum.

Remember you need to think about how you would present yourself in the real world or workplace. Think about your standard of dress and looking professional.

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Course Requirement

The marketing and promotional plan

A group three minute presentation on the core idea and marketing plan. This will be presented to the board members (Deborah and Rachel)

The top 5 project presentations will have the opportunity to present their marketing presentation to Mike Bayley – Managing Director of the Bayleys Group at a function at Bayleys Real Estate.

The

Uni

vers

ity

of A

uckl

and

New

Zea

land

Experience is learning from your mistakes, education is learning from everyone else's’.