<a href="https://www.apartments.com.au/developments/broadbeach-qld-4218">Broadbeach</a> offers plenty of reasons to live vertically, but moving from a substantial family home into an apartment can expose the compromises of high-density living. Privacy, room for guests and usable living space tend to matter more when an apartment is intended as a permanent home rather than an occasional coastal base.

A typical residential floor at <a href="https://www.apartments.com.au/new-apartments/the-eveleigh-broadbeach-7-9-surf-parade-broadbeach-qld-4218">The Eveleigh</a>, on Surf Parade,&nbsp;contains just four apartments. The 94-residence development by <a href="https://www.apartments.com.au/developers/hirsch-faigen">Hirsch &amp; Faigen</a> is predominantly made up of expansive three-bedroom homes, with a limited collection of half-floor penthouses above.

Across the apartment floors, <a href="https://www.apartments.com.au/architects/rothelowman">Rothelowman</a> has used the relatively limited number of residences to give each home greater access to natural light and outlook. Living spaces extend towards full-height glazing, while a series of bay windows frame selected views across the Pacific Ocean, city and hinterland rather than treating the building edge as a continuous wall of glass.

&nbsp;

[smartcode_project:default project_id=149670 project_image_fid=360965]

“The apartment floors deliver a collection of homes that embrace controlled outlook via a series of bay windows deliberately framing moments of view,” Rothelowman Director Kim Lowman said.

From outside, those projecting forms contribute to the tower’s faceted profile. Strong horizontal and vertical elements establish its proportions, while the changing position of the sun alters the light, shadow and reflection across the façade throughout the day.

The same attention moves inside the apartments, where the material palette combines warm timber, natural stone, metallic detailing and softer curved forms. Kitchens sit within the main living zone, with stone island benches, integrated joinery and European appliances, before the living areas extend towards the glazing and the outlook.

&nbsp;

[smartcode_project:default project_id=149670 project_image_fid=360981]

Three genuine bedrooms provide room to accommodate family and guests, while two secure car spaces and storage address some of the practical considerations that can become more noticeable when moving from a larger home. Feedback from the display suite has centred on the warmth and restraint of the interiors, with buyers commenting that the residences feel like homes rather than conventional coastal apartments.

A limited collection of half-floor penthouses occupies the upper levels, increasing the scale of the living spaces and adding private balconies and elevated finishes. From this position, the outlook extends between the ocean and hinterland.

Outside the private residences, The Eveleigh separates its shared spaces between the podium and rooftop. The podium is centred on wellness, with subtropical landscaping surrounding a swimming pool and pool terrace, yoga garden, private gymnasium, sauna and hot and cold plunge facilities. Landscaped retreats and pavilions provide additional places to sit away from the main recreation areas.

&nbsp;

[smartcode_project:default project_id=149670 project_image_fid=360966]

Higher in the building, a rooftop pavilion and private dining suite sit alongside resident lounge, barbecue and outdoor dining areas, opening towards panoramic views across the ocean, city and hinterland.

“Buyers are no longer just looking for an apartment, but a lifestyle where they can relax, reset, and enjoy a balanced way of living,” Hirsch &amp; Faigen Director of Sales Matt George said.

Interest to date has come from established owner-occupiers and interstate lifestyle purchasers, including buyers planning a future move to the Gold Coast. Many are coming from larger homes and want to reduce ongoing maintenance without giving up space for family and guests, privacy, two car spaces or the ability to entertain at home.

&nbsp;

[smartcode_project:default project_id=149670 project_image_fid=360969]

Much of that daily life can also take place beyond the building without requiring a drive. Kurrawa Beach and Pratten Park are an easy walk from Surf Parade, while Pacific Fair, Oracle Boulevard, The Oasis, restaurants, cafés, entertainment and public transport are also within walking distance.

The Eveleigh is Hirsch &amp; Faigen's fourth Gold Coast development since entering the market in 2021, following The Hemingway at Palm Beach, The Emerson at Kirra and Yves at Mermaid Beach. Each of the preceding projects sold out before completion.

“Broadbeach had been on our radar throughout our time operating on the Gold Coast,” the developer said. “Following our projects in Palm Beach, Kirra and Mermaid Beach, Broadbeach represented the natural next step for the business.”

The Surf Parade site brought together proximity to the beach, protected coastal outlooks and walkability to dining, shopping and recreation. Hirsch &amp; Faigen also identified the street as an emerging premium residential address, with enough separation from Broadbeach's busier destinations to retain a quieter environment at home.

The Eveleigh is now under construction by Maxcon, with completion forecast for mid-2028. Three-bedroom residences are currently available from $2.87 million.

[smartcode_project_cta:default project_id=149670]

Joel Robinson

The Eveleigh brings house-like apartments to Broadbeach

A long-stalled Campbelltown development site is back in play, with new plans for 139 apartments set to supersede a mixed-use scheme approved almost a decade ago but never built.

The new proposal for 28 Cordeaux Street would deliver 116 market and 23 affordable apartments in a part 14-storey building, bringing a substantial new project into a Campbelltown market where new apartment supply remains limited.

Plans have been filed over the 3,092 sqm corner site at Moore-Oxley Street, around 600 metres from Campbelltown Railway Station and the city-centre retail core.

The site already carries a mixed-use residential approval dating to 2016. Doroch Architects has now been engaged on a larger replacement scheme, which is progressing as a State Significant Development Application following a Housing Delivery Authority determination in August 2025.

The apartment mix comprises 39 one-bedroom, 72 two-bedroom and 28 three-bedroom residences. Two-bedroom apartments make up just over half of the project, while three-bedroom homes account for 20 per cent.

<img alt="First look: New 139-apartment plans revive long-stalled Campbelltown city centre site" data-entity-type="file" data-entity-uuid="136dd5b9-3791-4da6-9e31-76f533f5b4de" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Campbelltown%20da2.png?VersionId=LgOSy9nwf5u.MGswBBwaGGxuX8QpHSl_" />

Of the 139 apartments, 23 will be delivered as affordable housing under the in-fill affordable housing provisions of the Housing SEPP. The affordable component represents 15 per cent of the residential gross floor area and will be managed by a registered Community Housing Provider.

Doroch has sought to break the scale of the building into two distinct elements, with a masonry podium of around four storeys establishing the street edge before the residential tower steps back above.

The corner position has shaped that approach. Cordeaux Street faces toward the commercial and civic centre, while Moore-Oxley Street leads into the lower-scale residential neighbourhood to the south, and the design verification report describes the site as "bridging the commercial core to the north and established residential areas to the south."

The podium will be expressed predominantly in face brick, while the upper levels shift to brushed and grooved concrete cladding with darker metal detailing. Recessed sections, deep balcony edges and landscaping break down the upper form, with an approximately 11.8-metre setback to the northern boundary addressing the adjoining St Peters Anglican School.

<img alt="First look: New 139-apartment plans revive long-stalled Campbelltown city centre site" data-entity-type="file" data-entity-uuid="c8b3d2d3-c561-4bfc-a5d9-a68c0c10dac1" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Campbelltown%20da1.png?VersionId=AeAEyJU02Gk2k5noUj2StziCvdQ7fW4B" />

Campbelltown has been starved of new residential developments in the last decade.

The only other notable development set to come to market this year is ALAND's Queen Square, a mixed-use precinct on over two hectares that will comprise apartments above a vibrant ground-level retail and hospitality dining precinct.

First look: New 139-apartment plans revive long-stalled Campbelltown city centre site

First Look: Sherlock Construction pitches apartments for low-rise Deception Bay

Queensland builder-developer MAYD has revealed the first look at its major North Kirra beachfront development, lodging amended plans that reduce the number of apartments and increase the proportion of larger residences.

The project is planned across a substantial 4,742 sqm amalgamated site spanning seven lots at <a href="https://www.apartments.com.au/new-apartments/2-6-pacific-parade-bilinga-qld-4225">2-6 Pacific Parade</a> and 27-33 Golden Four Drive in Bilin​ga, directly opposite Nor​th Kirra Beach.

<a href="https://www.apartments.com.au/developers/mayd-group">MAYD</a> secured the site for $32.5 million in 2025, in what was one of the Gold Coast's largest property transactions of the year.

The development will be delivered across two stages, with the first stage carrying an estimated gross realisation value of around $360 million.

The latest amendments seek to reduce the overall apartment count and shift the project further toward the owner-occupier market, with larger residences designed for buyers wanting considerably more space than traditionally offered in a beachfront apartment.

The residential mix will include townhomes, oversized two-bedroom apartments, substantial three-bedroom residences and four-bedroom homes.

MAYD has appointed Cera Stribley to lead the architecture and interiors, with the Melbourne-based design practice drawing on the beachfront setting through a series of ocean-facing terraces and heavily landscaped balconies.

Strong horizontal forms and curved balconies will define the exterior, with subtropical landscaping integrated throughout the building to soften the built form and increase the connection between the residences and the beachfront.

The project will also include an extensive collection of resident wellness and lifestyle facilities, continuing the broader shift across the Gold Coast's luxury apartment market toward larger homes supported by resort-style amenity.

<img alt="MAYD" data-entity-type="file" data-entity-uuid="d1bcbb05-e659-4b47-8bd4-1e595315e2ad" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-08-27%20at%202.05.03%E2%80%AFPM.png?VersionId=jj0XEud1X1DuLt7_KyElhjMdZGOXmLHP" />

MAYD Founder Todd Mould said North Kirra was increasingly appealing to buyers attracted to the more established, lower-density character of the southern Gold Coast.

"North Kirra presents one of the most compelling luxury residential opportunities currently emerging in Australia, combining absolute beachfront with the character and authenticity that buyers are increasingly seeking, and the same sense of tight-knit community that defined Burleigh and Currumbin perhaps 10 or 15 years ago," Mould said.

"With Gold Coast Airport on its doorstep, it also offers a level of accessibility that broadens its appeal across almost every market demographic."

The project comes as the southern Gold Coast continues to attract an increasing share of high-end apartment development and buyer activity.

Kirra in particular has emerged as one of the region's more tightly held beachfront markets, with its relatively low-density character, established surf and hospitality scene and proximity to Gold Coast Airport differentiating it from the higher-density markets further north.

Mould said those characteristics had informed the approach MAYD and Cera Stribley had taken to the project.

"We've worked closely with Cera Stribley to create a vision that is deeply connected to its surroundings," he said.

"Inspired by the coastline itself, the architecture has been shaped around space, privacy and resort-style living, creating a collection of homes that reflects the next generation of luxury on the southern Gold Coast."

MOTIV Managing Director Carly Cottam, who has been appointed to market the project, said buyer attention had continued to move south along the Gold Coast.

"Purchasers who may once have defaulted to Broadbeach, Main Beach or Surfers Paradise are increasingly recognising the value of a genuine beachfront location that offers lower density, strong amenity and a more established sense of community," Cottam said.

"Kirra has a powerful combination of growing demand and genuine scarcity. Beachfront supply is inherently constrained, the area remains relatively low density, and buyers are increasingly placing a premium on locations that feel established, uncrowded and authentic rather than heavily developed."

Cottam said the proximity to Gold Coast Airport was also proving increasingly important for interstate and second-home buyers.

"Being minutes from Gold Coast Airport makes it particularly compelling for interstate buyers, frequent travellers and second-home purchasers who can access an authentic coastal lifestyle almost immediately after stepping off a flight."

The acquisition takes MAYD's active development portfolio to more than $500 million, with the North Kirra project representing one of its largest undertakings to date.

MAYD is targeting an early 2027 launch.

First look at MAYD's North Kirra mixed-use precinct

<main data-perf-region="main">
Castle Hill, the longtime hub of the Hills District, has been one of the major beneficiaries of Sydney's Metro expansion, with improved connectivity helping drive continued population growth, development and buyer demand across the Hills District.

But despite that growth, the suburb has seen relatively few major new apartment projects brought to market over the past 18 months.

Hills District developer Reve Group is looking to fill that gap with <a href="https://www.apartments.com.au/new-apartments/nova-r-ve-castle-hill-2-garthowen-crescent-castle-hill-nsw-2154">Nova Rêve</a>, a major new mixed-use precinct on the corner of Garthowen Crescent and Old Castle Hill Road, a short walk from Castle Hill Metro Station and Castle Towers.

[smartcode_project:default project_id=152737 project_image_fid=377679]

The project will comprise three residential towers alongside a hotel, restaurants, cafes and a skybar, more than 1,600 sqm of ground-floor retail and almost an acre of landscaped gardens.

It represents the largest project undertaken by Reve Group, the development arm of the Kassis family, which has been building across the Hills District for more than 30 years through Kassis Homes.

[smartcode_project:default project_id=152737 project_image_fid=377675]

Nova Rêve also represents a significant step up from the family's first apartment development, Grand Rêve, which was delivered nearby on Garthowen Crescent.

Grand Rêve introduced larger, house-like apartment layouts and premium inclusions including Wolf and Sub-Zero appliances to the Castle Hill market.

Nova Rêve takes that approach to a precinct scale, combining the residential component with hospitality, retail and substantial public and resident landscaping.

[smartcode_project:default project_id=152737 project_image_fid=377685]

Reve Group Managing Director Sam Kassis said the project reflected the family's three decades of building in the Hills, which has evolved from trophy homes on quarter-acre blocks to larger-scale apartment development.

"Grand Rêve was our first apartment project here and it showed us what this pocket of Castle Hill could be. Nova Rêve is the refinement of that idea: not just apartments, but a place the whole suburb can use," Kassis said.

A key part of that approach is the hotel, which has been designed to operate as an amenity for the wider Castle Hill community rather than solely hotel guests.

It will include restaurants, cafes, skybars and all-day dining, alongside conference and event facilities catering to business functions, community groups and private events.

At ground level, more than 1,600 sqm of shops and cafes will open onto the surrounding streets and landscaped areas.

Almost an acre of gardens designed by Land and Form Studios will run through the precinct, incorporating pathways, seating, barbecue areas and children's play spaces.

[smartcode_project:default project_id=152737 project_image_fid=377680]

Reve Group's Romio Georges said creating an active ground plane had been central to the planning of Nova Rêve.

"There are gardens with pathways, barbecues, seating and play areas, shops and cafes opening onto the street, and a hotel with restaurants and a skybar that anyone in Castle Hill can walk into," Georges said.

The project's elevated position on one of Sydney's highest ridgelines will also provide apartments with outlooks toward the Sydney skyline, surrounding parkland and the Blue Mountains.

More than 80 per cent of the apartments will occupy corner positions, with Turner responsible for both the architecture and interiors.

&nbsp;

[smartcode_project_cta:default project_id=152737]

<h3 data-end="3697" data-section-id="q3n5ak" data-start="3672">&nbsp;</h3>
</main>

Nova Rêve arrives as Reve Group bets on Castle Hill's next growth phase

Prominent New Zealand apartment and hotel operator, <a href="/developers/safari-group">Safari Group</a>, is offering up a prime investment opportunity for Australians to purchase off the plan in one of the world’s most popular ski destinations.

They recently took to market Mountain Oak Queenstown Apartments, in the growing precinct of Remarkables Park in Frankton, near the airport and at the foot of The Remarkables - the mountain range the locals like to call “The Remarks”.&nbsp;

Sydney investors have shown interest in the one, two and three-bedroom apartments that secure high-season occupancy six months over the year, primarily over summer and winter months.

They average 90 per cent occupancy across their portfolio over January, February, March, August, November and December, while shoulder season months of April, July, September and October are still occupied 70 per cent of the time, with the growing appeal of Queenstown becoming not just a hotspot for the snow, but a lifestyle destination.

Even in the low seasons of May and June, occupancy levels reach around 40 per cent.

<img alt="Safari Group’s Mountain Oak Apartments brings new investment potential to Queenstown" data-entity-type="" data-entity-uuid="" src="https://res.cloudinary.com/dz9xllyip/image/fetch/f_auto,c_limit,w_1440,q_auto/https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/field/image/Ext_Cam15_Sunny.jpg?VersionId=SJAROUM_1s.Tr5ciMk4EEj5oAt_Vewmv" />

Safari’s Safari Hotels arm can also manage the holiday letting for an investor, from the listing on holiday accommodation websites such as Airbnb and Booking.com to the cleaning and maintenance of the investment. They’ve been in the short stay management business for 15 years and offer 24/7 support for investors, an important convenience benefit for any overseas investor

Another major drawcard for Australians is that New Zealand doesn’t have a stamp duty policy - so the entry price of NZ$639,000 (AU$586,000), is all that is payable on completion.

<img alt="Safari Group’s Mountain Oak Apartments brings new investment potential to Queenstown" data-entity-type="" data-entity-uuid="" src="https://res.cloudinary.com/dz9xllyip/image/fetch/c_scale,w_580,dpr_2.0,q_auto:good/https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/313_Livingv2_WEB.jpg?VersionId=nV229fM0ZeYpoxOrX372HyGjfwY_LR8c" />

Safari is starting construction of the 141 apartments in Q2 this year, with a two-year build estimated to complete in mid-to-late 2027.<img alt="" data-entity-type="" data-entity-uuid="" height="15" src="https://lh7-rt.googleusercontent.com/docsz/AD_4nXczFpFAb7WuA6f4f9TtKWcqXyNwR8qqtakWv352ERkpqNlP3KwIo8YKxw67jZNHfpjEGIZGv5MQTbnvLZwNt8iu9IVdOrswOjCvBZ4zhSoOOLrpt6etVEZTN1gkBho0r_R72zdHNA?key=yq3daOanqHSb88QFd8jGYKdb" title="Click and drag to move" width="15" />​

The apartments will feature modern amenities and contemporary designs with expansive windows capturing sweeping views of The Remarkables mountain range.&nbsp;

Interiors are equipped with modern finishes, premium appliances, and secure electronic key-locked doors, ensuring a comfortable living experience for residents and guests alike.

With its strategic location near Coronet Peak and Cardrona Alpine Resort, as well as key retail and dining precincts such as Market Street, Five Mile Shopping Centre, and Remarkables Market, Mountain Oak offers a strong proposition for investors seeking high rental yields and capital appreciation in one of New Zealand’s most sought-after locations.&nbsp;

Queenstown’s sustained demand for visitor accommodation and rental properties is underpinned by a shortage of housing options, attracting both local and international buyers.

Safari Group offers low-touch investment proposition in Queenstown’s popular ski fields district

<html><body>
There's heightened desire that Tuesday's State Budget does something on the stamp duty front. Some seek relief others reform.
Stamp duty has been unchanged in NSW for 32 years despite the median house price rising by 1000 percent or so.
When the current NSW transfer duty rates were budgeted in 1986, the median dwelling price, according to CoreLogic, was $80,000 compared to the current median house price of just above $1 million.
The median stamp duty paid was $1500 after Premier Barry Unsworth's 1986 budget.
The typical buyer now pays $42,000 duty for their acquisition.
The government unwillingness to move on the stamp duty rate was outrageous, Leanne Pilkington, the Real Estate Institute of New South Wales president, recently suggested.
She went even further suggesting the government’s inaction was "nothing less than unconscionable.”
But I suspect next week's budget is not the time for the NSW government to correct the punishing effects of stamp duty bracket creep. 
NSW Treasurer Dominic Perrottet is facing softening house prices and reduced sales activity at a time he's got heightened infrastructure spending demands.
Last financial year NSW residential and commercial property buyers paid $9.8 billion in stamp duty after a record 228,000 sales, with stamp duty accounting for 28 percent of total state tax revenues. 
State Treasury has already downgraded its revenue forecast in the mid-year budget review in December, and the escalating property downturn is now tipped to see revenue down by $865 million this financial year. 
There can be little doubt that stamp duty affects affordability by making buying homes dearer, especially for first home buyers who get most of the current offsetting handouts.
But it affects mobility too.
Stamp duty impedes workers taking advantage of new employment opportunities elsewhere.
It leads to the inefficient use of housing by constraining the capacity of the empty nesters and elderly to downsize into a more appropriately sized home.
Premiers Kristina Keneally and Barry O'Farrell had a shot at an initiative aimed at encouraging seniors to downsize to regional NSW with the twin goal of encouraging new home construction.
Described as an Australian first, it flopped.
State treasurers tend to copy each other's initiatives, so it will be interesting to see whether Perrottet looks over the border to the recent ACT budget.
It will abolish stamp duty for first home buyers with an annual household income of $160,000 or less.
The scheme sees the abolition of the $7000 first home owners grant.
The ACT is also several years into its 20 year plan to abolish stamp duty in favour of higher council rates and land taxation.
Reformers hope NSW takes the initial steps away from stamp duty, replacing it with a universal land tax paid annually on all properties, not just investors. 
It will ensure reliability of revenue and free up property transfers.
This article was first published in the Saturday Daily Telegraph.
</body></html>

jchancellor-FAypfDUnLy

Heightened desire for NSW State Budget to offer relief or reform on stamp duty

<html><body>
<div>I took a look <a href="http://petewargent.blogspot.com/2018/06/unemployment-falls-to-54pc" target="_blank">here</a> at the employment growth figures during the week, which broadly showed that the unemployment rate in Australia is back down to where it was in 2013. </div>
<div> </div>
<div>The number of unemployed persons dropped sharply in the month of May, down by 26,800 to 714,600, taking the unemployment rate down from 5.6 per cent to 5.4 per cent. </div>
<div> </div>
<div>So that's the good news. </div>
<div> </div>
<div>The state making the most substantial inroads lately has been Victoria, with the number of unemployed persons down to 174,400 from 208,500 a year earlier.</div>
<div> </div>
<div>Very good news!</div>
<div> </div>
<div>The unemployment rate in Victoria has declined accordingly to 5.1 per cent, down from 6.1 per cent a year ago.</div>
<div> </div>
<div>So that's getting quite close to the 4.9 per cent of New South Wales. </div>
<div> </div>
<div>Like Sydney before it, Melbourne is enjoying the fruits of its construction boom.</div>
<div> </div>
<div>Some progress, then, but overall there are still more than 700,000 out of work, and there remains plenty of slack in the labour force nationally. </div>
<div> </div>
<div>A look at the trend chart for unemployed persons underscores this point.</div>
<div> </div>
<div>In October 2014 the two most populous states had a combined 442,900 unemployed persons, a figure that's since fallen by about 60,000 or 14 per cent. </div>
<div> </div>
<div class="separator"><img src="https://3.bp.blogspot.com/-wxFOA13nJc8/WyQxuec63KI/AAAAAAAAqkg/-i5Ua9cfvEAOpAUXxC42-sr0pzY3aOaDACLcBGAs/s640/A1.jpg" width="640" height="366" data-original-height="804" data-original-width="1400"></div>
 
<div>Elsewhere, however, in aggregate there's been little meaningful progress. </div>
<div> </div>
<div>With regards to underemployment, the the trend rate declined to 8.5 per cent in May 2017, which is a bit below peak of 8.7 per cent seen in 2017. </div>
<div> </div>
<div>Meanwhile, the underutilisation rate also declined by 0.4 per cent to 13.9 per cent over the past year. </div>
<div> </div>
<div>Just about enough evidence here to suggest an ongoing improvement.</div>
<div> </div>
<div>PETE WARGENT is the co-founder of AllenWargent property buyers (London, Sydney) and a best-selling author and <a href="https://petewargent.blogspot.com/" target="_blank">blogger</a>.</div>
</body></html>

pwargent-M4siyDbqQY

Like Sydney before it, Melbourne is enjoying the fruits of its construction boom: Pete Wargent

<html><body>
The inner Sydney residential market is cooling off, according to the June report from valuation firm Herron Todd White.
Dwelling values are down almost 7%.
The majority of the suburbs are returning to longer-term auction clearance rate averages with typical auction rates over recent months being closer to the 60% mark, the valuation firm noted.
Auction numbers and clearance rates for these areas during early to mid 2017 were generally well above 70%.
Housing market conditions in general have continued to slow after a period of sustained growth over recent years in the inner west and inner regions of Sydney which HTW noted include a vast range of property types that appeal to a broad spectrum of purchasers including first home buyers, upsizers, downsizers and investors. 
Sydney’s inner west has seen dwelling values fall by 6.8% as of 1 May 2018, it advised adding this region of Sydney had been performing extremely well for a sustained period of time.
"It is not uncommon for a previously heated market to experience some correction."
There are also property types and locations that continue to be in high demand such as Annandale, which was named the most popular inner west suburb in a recent survey, the report noted.
The new unit investment market in particular is now feeling the squeeze as banks have tightened lending criteria across the board with a focus on interest-only loans and investment loans.
"This is intensified with lending restrictions on certain postcodes, most of which are high-density apartment markets around the city fringe locations.
The valuation firm suggested that "based on recent indications we anticipate that the property market will continue in a similar fashion for the remainder of 2018."
"We consider that the market will generally remain subdued with longer selling periods as buyers can be more selective and the frenzy style buying conditions are no longer a factor."
"Oversupply is a strong word, but there is some evidence of this in certain areas."
The market is still going through many large-scale developments, particularly around Green Square.
It remains unknown whether investors and overseas purchasers will have any issues when it comes time to settle the report suggests.
The valuation firm suggests that "we are seeing is an increasing number of units which sold off the plan in the past two to three years being valued below purchase price when they become due to settle".
During the heated market conditions experienced in recent times, it was common that most property types and locations performed well, however given that we are now within a different part of the property cycle there is likely to be a contrast between good quality properties and inferior alternatives.
The HTW June report predicts that property types that appeal to the broader market (owner-occupiers and tenants alike) and location fundamentals such as proximity to train or light rail, shopping, cafes, parks and other services and amenities will continue to be key in ensuring that a property performs well.
While other factors that may have a material effect on the market could relate to interest rate changes (RBA or bank rates), the banking royal commission, legislation and politics, media and overall consumer sentiment.
</body></html>

j.ballantyne1990-6AQqhLzZaK

Longer selling periods as buyers more selective amid inner Sydney price cooling

<html><body>
As winter hits Ballarat the property market traditionally sees less stock transacting, as vendors hold off marketing their properties until spring.
Despite lower transaction numbers, the prices being achieved continue to be strong with quality inner city and period stock and rural residential property the standout performers, according to the June report from the valuation firm Herron Todd White.
The valuation firm noted a major upcoming project which is beginning to have a strong impact on certain sections of the market is the development around the Ballarat train station.
The land to the north and east of the train station which has long been a car park and open storage space is in the process of being developed into a large hotel and conference centre.
Additionally, land on the corner of Armstrong and Mair Streets has development approval for a building of approximately eight levels which will be known as the Gov Hub or Government Hub.
This building will be predominantly government office space and will become a workplace for around 200 people, noted the report.
These two developments are creating quite the buzz among local traders in the area and from a residential perspective, are creating significant demand in the area.
The valuers stated that "not only will the developments increase demand for residential accommodation in the area, they will also beautify sections of the city which have been unsightly for some time."
"This demand will seep into the remainder of the Ballarat market and for that reason, we foresee continued sustainable growth in the residential market between now and Christmas."
Elsewhere in the residential market, residential serviced lots appear to be selling well, the report noted.
There is a significant supply of lots in the more affordable south-western section of Ballarat around Alfredton, Symthes Creek and Delacombe.
The report notes that, the development of shopping facilities at the Delacombe town centre has assisted.
At the upper end of the vacant land market however, there is a limited supply.
Insignia Estate has sold out and the Lucas Platinum Estate has almost sold out.
There is a new estate coming online in Ballarat North called Drew’s Paddock which is receiving significant interest.
The valuation firm suggests that, the demand for these products primarily comes from increases in the population of the area as the population growth has been strong in the past ten years, and it will be this continued growth that will dictate the success of the new land coming onto the market.
</body></html>

Continued sustainable growth tipped for the Ballarat residential market in 2018

<html><body>
GUEST OBSERVATIONS
What is economics all about? Ask a person in the street and the most likely answer will be along the lines of “economics is about money, earning money, something similar to business and finance”. But economics is more than just the study of money – there is a whole other side of economics that many people have never thought of. It is time we spread this message to attract more students, especially women and those from minority backgrounds, into economics.
A lack of diversity among economists has serious consequences for society. A survey of US economists found that the gender mix of economists could affect the nature of policy advice they provide.
In Australia, more than half of university economics students are in the top quarter of socio-economic status, with only about 10% in the bottom quarter. The low proportion of women, minorities and students from low socioeconomic backgrounds in the field of economics affects social problems we should all care about.
Economics can help patients find the right kidney donors or match foster children with the most suitable parents. When you do a Google search or use wireless internet, have you ever thought of the integral part that auction theory, a subfield of economics, plays in today’s digital age?
What about the most important issues facing humanity today? Media articles portray an inaccurate picture when they say that young people care more about social issues and the environment than about the economy. Without economics, none of these social and environmental issues can be tackled effectively.
Various specialisations of economics (including public, political, environmental, health, labour, cultural, social welfare, gender and development economics) analyse social issues and design testable solutions and policies for major problems of our times. This includes issues such as climate change, inequality, poverty and immigration.
Society has evolved into an economy. This means we need economic literacy to remain politically and socially informed. The problem begins with getting students into the economics pipeline.
How does an image problem affect the pipeline?
The widespread misconception that economics is essentially business and commerce creates a major hurdle to attracting students into economics. Since high schools introduced business studies in 1991, enrolments in Year 12 economics have fallen by almost 70%.
The lack of female participation in high school economics is equally stark. A 2016 study for the Reserve Bank found only about one-third of Year 12 economics students were female in 2016, down from around half 25 years ago. At Australian universities, women account for between 25% and 45% of undergraduate economics students.
Low female participation in economics at school flows on to a lack of women in economics, especially in academia. Less than 10% of economics professors at Group of Eight universities are women.
Too few high schools teach economics. Even when it is taught, its importance in solving social issues is neglected. Most high school students don’t get to know what an economist actually does and what the potential of economics can truly be.
Moreover, economics is offered mostly in private and boys’ schools. That helps explain why mostly students from a certain gender and socioeconomic background choose it as their career. This contributes to the lack of diversity in economic leadership and the related consequences for public policy and business decisions.
<a href="https://images.theconversation.com/files/222915/original/file-20180613-153668-9emvuo.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=1000&amp;fit=clip"><img src="https://images.theconversation.com/files/222915/original/file-20180613-153668-9emvuo.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip" alt=""></a>
Old-school economics: President George W. Bush meets in January 2003 with economists whose lack of diversity is striking. <a class="source" href="https://georgewbush-whitehouse.archives.gov/news/releases/2003/01/20030121-1" target="_blank">Paul Morse/White House Archives</a>, <a class="license" href="http://creativecommons.org/licenses/by/4.0/" target="_blank">CC BY</a>
Another misconception about economics is that it is a difficult and mathematical subject, which women cannot succeed in or would not enjoy studying. In any case, there is no evidence that women are worse than men in mathematical subjects, including economics. On the contrary, several studies document the stereotype threat to the performance of women in these subjects.
Finally, the ambiguity of career paths for economics graduates is an important factor in the pipeline problem. If you study law, you become a lawyer. If you study medicine, you become a doctor. What occupation do you get as a graduate of economics?
Most young people are not able to answer this question. Having a clear idea of job prospects is crucial for students, especially those from certain demographic groups, when choosing a university degree.
<a href="https://images.theconversation.com/files/222917/original/file-20180613-153660-dobd7t.png?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=1000&amp;fit=clip"><img src="https://images.theconversation.com/files/222917/original/file-20180613-153660-dobd7t.png?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip" alt=""></a>
 Author provided
How can we fix economics’ image problem?
Unlike declining enrolments in STEM subjects (science, technology, engineering, maths), the decline in economics enrolments, especially by women, has received little public attention. The remedy probably starts with expanding the number of high schools that teach economics. The curriculum also needs to be redesigned to highlight the relevance of economics to our daily lives and, more broadly, for resolving social problems.
Universities can also do a lot more. Initiatives that can help include organising high school events where speakers talk about social issues through an economics lens, choosing female speakers for these events, and preparing career guides that explain the wide range of paths that economists can follow.
Recently, steps have been taken to increase women’s participation in economics both at universities, such as the Women in Economics program at the University of Adelaide and Women in Economics Hackathon at the University of Queensland, and nationwide (Women in Economics Network). These initiatives promise the start of a new era for the pipeline problem of women in economics in Australia.
Yet a lot remains to be done to resolve the image problem of economics. Portraying a more accurate and inclusive image of economics in the media would be an effective step in this direction.
Duygu Yengin, Associate Professor of Economics, University of Adelaide
This article was originally published on <a href="http://theconversation.com" target="_blank">The Conversation</a>. Read the <a href="https://theconversation.com/secret-mens-business-why-the-public-image-of-economics-is-bad-news-for-all-of-us-98145" target="_blank">original article</a>.
</body></html>

Why the public image of economics is bad news for all of us

<html><body>
GUEST OBSERVER
Larry Kestelman (above) is an extreme embodiment of the Aussie success story: a Rich Lister who has made it in both property and business and has $750 million in personal assets — none of it inherited. 
Although he has made a fortune co-founding telecom provider Dodo, rebuilt the National Basketball League, and has no fewer than 18 companies in his portfolio at the moment, real estate is where Kestelman feels most comfortable. 
Developing Your Own Property
Kestelman was not born to wealth. A Ukrainian immigrant who came to Australia at age 12, he got onto the path of riches with his first property investment in his 20s.
Aspiring investors, listen up. Kestelman‘s first wasn’t an off-the-plan apartment but a patch of land where he developed a pair of townhouses while working full time as an accountant. He sold one and lived in the other.
“If a person sees their future as getting into property, developing a couple of townhouses is a great way to do it,” he told me. “I made a lot of mistakes in my first one, but at least it was small.”
“You have mitigated your risk because you yourself can move into one. Plus, from a tax point of view, if you manage to make a profit, you won’t have to pay capital gains tax.” That’s because personal homes are exempt.
More than 20 years later, Kestelman hasn’t changed, although his budget has. 
Today, he is once again building his own future home. This time, it is an apartment in the $700 million, six-star, luxury residential and mixed use project in South Yarra called Capitol Grand (below).
I have examined this project closely. I personally believe Capitol Grand will be the most beautiful building in Melbourne. It also will be the tallest outside of the CBD. What’s more, the apartments are designed to provide a great lifestyle. Kestelman himself plans to live in one.
Kestelman now lives in a 600 square meter Docklands penthouse, but he is looking forward to moving to his new building as soon as he completes construction. He tells me that 80% of the buyers so far are owner occupiers.
<img src="https://res.cloudinary.com/dz9xllyip/image/fetch/c_scale,w_580,q_auto:good/https://s3-ap-southeast-2.amazonaws.com/po.images/2018/6/13/capitol.jpg" alt="">
Build for occupiers or investors? 
Which raises an interesting point. Most developers today build for investors. That keeps the size and the quality of the units they construct relatively low. Kestelman thinks more buildings should target owner occupiers.
He said, “I want to live in South Yarra. The lifestyle I want is being able to go downstairs and choose from a plethora or restaurants and stores and cafes.”
“Melbourne is ranked as the most livable city in the world, but until the Capitol Grand there were few apartment buildings that offered you a residence as appealing as the city itself. This will be the standard.”
How to choose an investment property 
I’m a property investor, too, so I was curious whether Kestelman thought his Capitol Grand was a good project for investors to buy into — even if they don’t intend to occupy the apartment. 
“Well, I’m sure you would expect me to say that about my own building,” he laughed in reply, “but I really believe it is.”
Kestelman holds that the greatest capital appreciation comes from high-quality developments. That’s why he chose for Capitol Grand the architect who also designed another landmark Melbourne apartment tower, The Melburnian. Data from Core Logic shows The Melburnian has been among the city's best-performing buildings for capital growth.
Kestelman’s advice is this: “Invest in iconic buildings that will stand the test of time, can’t be replicated easily, and that stand out as places people want to be. If you can’t tell a reasonable difference between your building and the one next door, it’s probably not going to fare well,” he said.
Whatever you invest in, he wants you to understand the financial basics behind your asset. Since he started out in accounting, perhaps that is no surprise. 
“The numbers don’t lie. If they don’t add up, it’s not the thing to be doing. If you don’t understand numbers, that’s a problem. You need someone next to you to give you advice.“
Advice for first-time buyers
Kestelman practices what he preaches when he says it is high time Australians embrace vertical living — not just down-sizers but young buyers, too.
“I encourage the new generation to look at apartment living to be closer to work.” He thinks the lifestyle offered by a house on the suburban fringes is less desirable than an apartment close to downtown. 
“Sure, you can still get an affordable house in Melbourne,” he said, “but you will probably need to spend 45 minutes or an hour traveling into your job."
Reform negative gearing?
Some analysts blame negative gearing for making housing too expensive for young buyers. Kestelman feels that a shortage of rental property will be a bigger problem than affordability in Melbourne’s near future. And negative gearing, he says, is vital to keep a constant supply of rental housing under construction. 
“People buying for investment end up renting their property out, and lack of supply could really hurt the rental market.” 
Melbourne’s population will skyrocket past five million by 2021, according to demographers, and past eight million by 2050. A lot of people will need accommodation.
Interestingly, Kestelman is open to negative gearing reforms, as long as the policy’s role in making rentals available is not lost. “Maybe it’s just for new developments,” he said.
On another hot topic, Kestelman believes foreign buyers have been good for Melbourne. Because I am chairman of Juwai.com, that’s an opinion I was happy to hear. While overseas buyers have pushed up prices in some premium neighborhoods, he believes they have also provided a huge amount of desperately needed affordable rentals. 
“Half of the towers that are built are built on the back on investors from overseas,” he said to me. “Ultimately, they can’t take the towers home with them, so they have to stay here, allowing people to live in them.”
Charlize Theron’s dress
Kestelman obtained a gobsmacking amount of global attention for Capitol Grand by arranging for movie star Charlize Theron to serve as Brand Ambassador.
“She’s only ever done two sponsorships, Christian Dior and us.”
He relished telling me about the star’s surprise at the scale of the launch event at Melbourne’s Grand Prix. She was shocked at seeing herself in an 18 meter-tall poster. And that’s not all. 
“We had a 100 or so journalists there. She was completely taken aback — to the point that she even got the name of the development wrong. She called it ‘Capitol Hill.’” Kestelman laughed as he told me this story.
Perhaps the best part for Kestelman was getting Charlize Theron to take off her dress. (No, not THAT way.)
Theron wore a Roberto Cavalli dress and Lanvin necklace in the short film that Kestelman made to promote his building. At a launch event, the dress and jewelry were auctioned to raise money for Theron’s charity, the Charlize Theron Africa Outreach Program.
Georg Chmiel, the chairman of Juwai, a Chinese website for buyers of overseas property, was speaking to Larry Kestelman in what will be a monthly insight into the leading minds of Australian property experts.
He has spoken with LJ Hooker agent Bill Malouf about the ins and out of the Sydney market and REINSW president Leanne Pilkington about women in real estate.
</body></html>

jrobinson-rf4aSBido9

Georg Chmiel chats with Larry Kestelman about developing your first property

<html><body>
A cooling off is occurring in Sydney's Eastern Suburbs residential market for properties especially at lower price points.
The eastern suburbs market is currently witnessing some mixed results which vary between market segments and property types, according to the June report from the valuation firm Herron Todd White.
The first quarter of 2018 started fairly stably however more recently has seen some softening in values, extended selling periods and auction clearance rates falling to 68.3% as of 27 May, compared to 79.4% at the same time last year, t.he report noted
The stronger sector of the market is currently good quality prestige houses in the $5 million to $10 million price range.
The reported quoted prominent eastern suburbs agent, Alexander Phillips, stating that “it’s harder to sell a $900,000 apartment by the beach than a house for $8 million in Bellevue Hill in the current market”.
As he points out, it’s just harder to borrow money, which is reducing the buying power for people looking for apartments.
“If you had a two bedroom apartment in Bondi open for $900,000 you’d get four or five groups, but if you had a house priced at $6 million or $8 million in Bellevue Hill you’d get 20 groups... there are just more buyers at that price point at the moment,” he said.
<img src="https://res.cloudinary.com/dz9xllyip/image/fetch/c_scale,w_580,q_auto:good/https://s3-ap-southeast-2.amazonaws.com/po.images/2018/6/15/6%20Latimer%20road%20Bellevue%20hill.jpg" alt="">
6 Latimer Road, Bellevue Hill which sold on 12th May for approximately $8,600,000 after the first open home and three days on the market (above). 
"While the prestige housing sector remains somewhat stable, the general unit market is showing signs of market resistance compared to previous years", according to the valuation firm.
A Bellevue Hill unit was originally passed in at auction, then set an asking price of $929,000 which was further reduced to $890,000 and was then sold for $870,000.
"Although not a significant reduction, this is something very rarely seen in the eastern suburbs over the past several years," HTW noted.
<img src="https://res.cloudinary.com/dz9xllyip/image/fetch/c_scale,w_580,q_auto:good/https://s3-ap-southeast-2.amazonaws.com/po.images/2018/6/15/10-175%20Victoria%20Road%20Bellevue%20Hill.jpg" alt="">
10/175 Victoria Road Bellevue Hill is a typical 2 bedroom, 1 bathroom art deco unit (on a busy road) sold on 4th May for $870,000 after 85 days on the market (above).
Buyers have a more reserved attitude and HTW is forecasting that this will continue for the remainder of the year. 
</body></html>

Cooling off occurring in Sydney's Eastern Suburbs residential market prices: HTW 

<html><body>
Older Dubbo offices are struggling to attract leasing inquiry.
The location of Dubbo office accommodation has diversified significantly in recent years with the development of a number of business park precincts, exemplified by the Blueridge Business Park in East Dubbo (above) and Riverview Business Park in North Dubbo, according to the latest report from Herron Todd White.
Both offer single ground level office unit accommodation and have drawn a divergent range of office users to these areas according to the report.
These business park developments offer the particular advantage of onsite parking and purpose built amenity.
But older CBD office space, particularly those without lift services in multi floor buildings, struggle to attract leasing enquiry.
This can be compounded where car parking is limited, the report suggests.
As a consequence, office users who don’t rely on physical client contact have gravitated to periphery CBD locations or the aforementioned business park developments.
It noted government and allied agencies that require face to face dealings with the public need to be located within easy access to public transport and other support services.
According to the report this necessity has confined these agencies to within the Dubbo CBD and they are the major source of leasing demand for larger, modern, publicly accessible and NABERS compliant office space.
 
</body></html>

Older Dubbo offices struggling to attract leasing inquiry: HTW 

<html><body>
As part of World Environment Day, Savills Australia, together with HFM Asset Management, has commented on sustainability and energy-efficiency through assessing the NABERS energy star rating system.
The world-leading method is used throughout the property industry in order to decrease environmental impact while increasing environmentally friendly processes within buildings. 
For more than 10 years, the NABERS rating system has assisted property owners, managers and tenants across Australia. The rating system is utilised nationally and is developed to provide a reliable and consistent environmental benchmark.  The rating system is acknowledged as an international leader in creating energy- and water-efficient buildings and is responsible for a significant reduction in environmental impact.  
The NABERS approach
The NABERS rating tool for offices takes into consideration:
<ul class="ul1">
<li class="li1">The climate of a building; </li>
<li class="li1">The hours of its use;</li>
<li class="li1">The level of service it provides; and</li>
<li class="li1">The energy sources it uses. </li>
</ul>
The rating system is a reflection of the performance of the building. For example, a six-star rating indicates premium performance, while a one-star rating indicates there is significant scope for improvement. 
Today, NABERS ratings are an important component of a commercial building’s management and maintenance. Buildings with high NABERS ratings are highly regarded within the market place, and set a benchmark for building owners to aspire to, as they add greater capital gains, while eliminating hefty operating costs. 
The significance of a high NABERS rating 
Savills Australia has partnered with HFM in order to improve the efficiency and performance of their commercial buildings. Achieving and delivering a high NABERS rating is important for a property to maintain its value. High ratings increase rental income for landlords and buildings therefore become highly attractive to buyers if ever released to the market. 
Greener building efficiency assists landlords in meeting tenants’ expectations and requirements, resulting in mutually beneficial relationships between owners and occupiers.  Savills Australia recognises the importance of maintaining a high NABERS rating in all of its managed buildings, demonstrating the company’s commitment to protect, conserve and optimise positive environmental changes and outcomes. 
NABERS energy is now being used to rate 72 per cent of Australian offices and buildings. Using NABERS principles to measure environmental performance has resulted in an 8.5 per cent energy-efficiency improvement, while saving 383,300 tons of greenhouse gas emissions.   
Savills Australia and HFM partnership
HFM has assisted Savills Australia in managing several commercial buildings in order to achieve high NABERS ratings.  
<a href="https://www.nabers.gov.au/public/WebPages/ContentStandard.aspx?module=50&amp;template=3&amp;include=case-study-12.htm" target="_blank">Dynons Plaza</a>, on Hay Street in Perth, has an energy rating of 5.0 stars and a water rating of 5.0 stars. HFM provides the building with monthly energy and water tracking reports, electricity procurement, energy management plans, annual NABERS ratings and Building Energy Efficiency Certificates, compliance reports, and a solar power purchasing agreement review. 
The Savills-managed office building at 130 Stirling Street, Perth, receives the same service as the Dynons Plaza and maintains a NABERS energy rating of 5.5 stars.
Tips for your building’s energy efficiency 
Preparation is the key to an accurate NABERS rating. This is achieved by having the necessary data available and easily accessible for a NABERS-accredited assessor.  
<ol class="ol1">
<li class="li1">
Starting an energy-management plan for your company, and identifying where energy efficiencies could be implemented to reduce costs and greenhouse emissions.  </li>
</ol>
<ol class="ol1">
<li class="li1">
Monitoring and reporting on your energy expenditure in areas of the building that are of concern so that any problems can be fixed. Adequate metering is critical for thorough and precise monitoring. Installing sub-meters is an example of how this can be successfully achieved.  </li>
</ol>
Furthermore, considering the fine-tuning of infrastructure services will also benefit a building’s environmental efficiency. This can include modifying and commissioning the HVAC controls, or installing occupancy-based lighting, higher efficiency uninterruptible power supplies, and power distribution units where feasible. 
<a href="https://www.hfmassets.com.au/tips-buildings-energy-efficiency-winter/">Click here</a> for some useful tips on maintaining your building’s energy-efficiency during winter. 
Ultimately, high NABERS ratings benefit the overall operation of office buildings, while delivering positive outcomes to stakeholders, staff, customers, facility managers, retail merchants and investors. Savills Australia and HFM together strive to achieve and maintain high NABERS ratings for their managed properties through ample housekeeping and regular assessments. 
</body></html>

Savills partner with HFM to improve NABERS energy rating

<html><body>
GUEST OBSERVERS
Shopping is something we all do, albeit some more reluctantly than others. It is the modern version of hunting and gathering – how we provide essentials and food for our families. We seem to do it effortlessly, moving from aisle to aisle, from store to store, paying little attention to the process. Indeed, many shop on auto-pilot, while their minds are occupied with other things.
As shoppers, we take for granted the shopping landscape. Yet, unlike the natural landscape where our ancestors hunted, our modern shopping centres have been purposefully designed.
But does the purpose-built environment really control everything shoppers do? Research paints a different picture.
<h2>What about the power of marketing?</h2>
In Ancient Greece, shopping revolved around the <a href="https://www.britannica.com/topic/agora" target="_blank">agora</a> (a market and meeting place) where merchants sold their wares from small specialist stores or stands. Much has changed since then; we have refrigeration, plastic packaging, cars and the ability to store food for longer, which means we buy more at once. In response, retailers got bigger and bigger, moving from small corner stores to larger supermarkets, hypermarkets and malls.
The shopping mall might seem like the very icon of consumerism, a nefarious attempt to capture shoppers’ money. The mall was actually an attempt to return to the concept of the agora as a public space that invited people to gather together and socialise.
In late 1930s, <a href="https://99percentinvisible.org/episode/the-gruen-effect/" target="_blank">Victor Gruen</a>, the designer of the first shopping malls, envisaged urban spaces where people would gather and a community could form. This was the first <a href="https://en.wikipedia.org/wiki/Gruen_transfer" target="_blank">Gruen Transfer</a>, where old-world architectural forms were transferred to modern commercial spaces.
<a href="https://www.citylab.com/design/2015/02/remembering-americas-mall-maestro-jon-jerde/385423/" target="_blank">Jon Jerde</a>, who followed Gruen to becoming an influential mall designer, has his own transfer named after him – the Jerde Transfer. This is about transferring a real urban experience into a sanitised and safe “theme park” to shop in.
Somewhere between the first idealistic malls and the later behemoths, the current concept of the Gruen Transfer kicked in: shoppers’ movements shifted from a determined stride (to a particular store) to an aimless wander in an almighty mall. And the concept of impulse buying was born. Perhaps the concept was given currency in the 1980s, where the idea of all-powerful marketers driving desire came to the fore thanks to <a href="https://en.wikipedia.org/wiki/Rosser_Reeves" target="_blank">Rosser Reeves</a>.
Store owners liked to think that by having the perfect shop window, outfitted just so, they could influence customers so much that they’d have no choice but to walk in and buy, buy, buy. Yet recent research (https://www.sciencedirect.com/science/article/pii/S0969698917304769) has found we can predict store sales based on the number of people who walk into the store, and that number depends on foot traffic outside the store. This mathematical regularity suggests the main driver of a store success is its location.
<h2>Lessons from the supermarket</h2>
Some might think that surely this is wrong, that it’s those crafty marketers and their clever tricks (based on the information they collect about us) that really influence purchases. So, let’s have a look at the marketers’ home turf – the supermarket.
A typical supermarket stocks over 30,000 items and yet a typical household buys just <a href="http://herbsorensen.com/herbsorensenauthor" target="_blank">300 or so unique products per year</a>. That is, they walk past roughly 29,700 products on shelves without putting any of these in their baskets.
That’s assuming those shoppers actually walk past the shelves in the first place! Despite a quarter of shoppers claiming to traverse every aisle on a shopping trip, <a href="https://www.amazon.com/Siemon-Scamell-Katz/e/B00P22ZGEG" target="_blank">less than 2% of shoppers actually do</a>.
<a href="https://images.theconversation.com/files/222323/original/file-20180608-137315-1gry32x.png?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=1000&amp;fit=clip"><img src="https://images.theconversation.com/files/222323/original/file-20180608-137315-1gry32x.png?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip" alt=""></a> <a class="license" href="http://creativecommons.org/licenses/by-nd/4.0/"> </a>
So, where do shoppers go? US-based shopper scientist <a href="http://herbsorensen.com/herbsorensenauthor" target="_blank">Herb Sorensen</a> suggests that shopper movement follows natural patterns, driven by primal instincts. Rather like “stay out of caves because bears live there”, the patterns he sees are people being less likely to go all the way down an aisle when it’s stacked too high, and avoiding crowds. One aspect of this has been coined the “<a href="http://www.madetomeasuremag.com/the-butt-brush-and-other-retail-research-insights" target="_blank">Butt Brush Effect</a>” – shoppers don’t like standing in a spot where other people walking behind might accidentally brush against them.
<iframe src="https://www.youtube.com/embed/5iiFsnB8lDY?wmode=transparent&amp;start=0" frameborder="0" width="440" height="260"></iframe>
The ‘butt brush effect’: people do not like to be touched from behind and will even move away from products they’re interested in to avoid it.
Shoppers are naturally attracted to empty spaces. They prefer a wide pathway around a store or mall that allows them to see into the distance and avoid getting too close to other shoppers. Thus, the most common route around a store is the perimeter of the store, known as the “racetrack”.
From that main route shoppers can see down each aisle and duck in and out to get the items they need. Naturally, the shelves at the ends of aisles, known as “endcaps” or “gondola ends”, are the most valuable, simply because more people go past products <a href="https://www.sciencedirect.com/science/article/pii/S0969698917307257" target="_blank">placed here</a>. So these products get seen (and bought) by more people than products hidden away in the aisles.
Someone might argue stores use placement of key items like milk at the back of the store to “lure” shoppers to follow the “racetrack”. However, this is also done for a much more practical reason – milk is often stored at the back because it needs to be constantly restocked without breaking the cold chain (that is, from refrigerated truck to a store fridge). Much the same reason explains the increasing use of the two-way fridge – shoppers take bottles from the front, and staff restock from the back.
So, do mall and store environments influence shopper behaviour? Yes, to an extent. But, in most cases the best thing a retailer or a marketer can do is just get out of the way and let the shoppers do their thing.
In the <a href="https://archive.nytimes.com/www.nytimes.com/books/99/06/06/reviews/990606.06oconnt" target="_blank">words of Paco Underhill</a>, one of the <a href="https://archive.nytimes.com/www.nytimes.com/books/first/u/underhill-buy?mcubz=1" target="_blank">originators of shopper research</a>:
<blockquote>
No amount of merchandising can deter a shopper from his or her mission. The best you can do is go along for the ride.
</blockquote>
<iframe src="https://www.youtube.com/embed/RghUwYUHDUA?wmode=transparent&amp;start=0" frameborder="0" width="440" height="260"></iframe>
Paco Underhill explains how retailers plan to influence our shopping, but says we need not be completely at their mercy.
<a href="https://theconversation.com/profiles/svetlana-bogomolova-11555" target="_blank">Svetlana Bogomolova</a>, Associate Professor of Marketing Science, Ehrenberg-Bass Institute, <a href="http://theconversation.com/institutions/university-of-south-australia-1180" target="_blank">University of South Australia</a> and <a href="https://theconversation.com/profiles/bill-page-456801" target="_blank">Bill Page</a>, Senior Marketing Scientist, Ehrenberg Bass-Institute, <a href="http://theconversation.com/institutions/university-of-south-australia-1180" target="_blank">University of South Australia</a>
This article was originally published on <a href="http://theconversation.com" target="_blank">The Conversation</a>. Read the <a href="https://theconversation.com/shoppers-movements-might-come-down-to-fears-of-caves-and-the-butt-brush-94162" target="_blank">original article</a>.
</body></html>

Latest Investing Insights

Safari Group offers low-touch investment proposition in Queenstown’s popular ski fields district

Editor's Picks

Developments

New apartments

New townhouses

News

Latest Investing Insights

Safari Group offers low-touch investment proposition in Queenstown’s popular ski fields district

Editor's Picks

Receive the latest news stories to your inbox

Developments

New apartments

New townhouses

News