How Japan Becomes TOP 3 Overseas Property Investment Market in Hong Kong by iProperty Group
-
Upload
carrie-law -
Category
Real Estate
-
view
347 -
download
0
Transcript of How Japan Becomes TOP 3 Overseas Property Investment Market in Hong Kong by iProperty Group
2 XX20 GCN (incl. HK TW & MO)
US CA UK AU IT KR MY SG
LINKEDIN: https://hk.linkedin.com/in/mediacarrielaw
OQPQNB
• Founded in 1999, Hong Kong’s No.1 property website
• Chinese audience focus • Mid to up market • Over 10M+ PV & 800K UV with 1M search monthly
• 120K registered members
• Founded in 2004 • 43+ expos organization experience • 500 renowned property experts • 1,600 strategic partners • 130,000 property investors
• Founded in 2005 • Hong Kong’s leading bilingual property
magazine • Audiences are mainly affluent people
and expats • Provide high-end property and overseas
investment information
Brands of iProperty Hong Kong
Comprehensive Event
Management
Cross Media AdverIsing PlaJorm
Media Buy Digital Publishing
Unit Sale Agent Partnership
video
Partner with property agent to provide sale
force
Connecting to potential property buyers to world-wide developers
Online to Offline (O2O) Marketing Solutions and Services
How did Japan become one of the top property investment hotspots for Hongkongers? - Key learnings about tackling Hong Kong investors
Over 20 years Stagnancy in JAPAN Economy
• Fastest Aging
• Low Birth Rate
• Stagnant Economy
Over 40 years Drops in JAPAN Birth Rate
Weak Internal Demand, Japanese Developers Look for More Overseas Sales
https://www.nri.com/~/media/PDF/jp/opinion/r_report/kinyu_keizai/japanreport2015_en.pdf, page 45
Strong Rental Demand Prevails Increasing Rental Demand & Yield & New Development Energies
Tokyo Olympics 2020 + Casino
Affordable and More Spacious + Permanent Ownership Yet for Asian buyers, Japan remains inexpensive. In 2014, Hong Kong’s median price was HK$4.9 million (US$630,000), more than 160 percent higher than the price of comparable properIes in Tokyo and Yokohama.
66.89m2 apartment near Akihabara StaIon
28.7m2 apartment in Kennedy Town
Same Price
SAME PRICE – 3-Time More SPACE in JAPAN Metro Areas
HONG KONG
JAPAN
Understanding What They Want
Guaranteed Yield
Sufficient Information
One-stop Solution
Smart Investment
Knowledge Support
Easy Management
Tips For Catering HK Investors
• BRAND Focus | SophisIcated Buyers
• Project Highlights | PragmaIc Buyers
• Invest Tips | SMART Buyers
• One-‐stop | Hassel-‐Free Buyers
The ‘Right’ Projects Sell Faster in the Market What is your target price range?
GoHome SenIment Survey 2016 H1
• 41% of the respondents show they prefer property value of the range from HKD1M to 3M.
GoHome Sentiment Survey – Know WHAT HK Property Investors Want
How Did You Purchase Overseas ProperIes?
GoHome SenIment Survey 2016 H1
• 33% overseas property buyers finished the deals via Expos, Private Events and exhibiIons;
• 27% via Online
GoHome Sentiment Survey – Know WHAT HK Property Investors Want
The ‘Right’ Channels Sell Faster in the Market
Provide Content Marketing Solution Based On Market Intelligence
Professional EvaluaIon
Extensive Resources
One-‐stop SoluIon Covering Online/Offline
Content markeIng uIlizing brands of
GoHome, Squarefoot, Smart Expo
Bring Exposures
TransacIons +
JP Developers
IPP HK
Sharing needs & expectaIons
EXPO Content: SMARTExpo Thematic Seminar
Aber their seminar presentaIon, Japan Hana Real Estate was inundated with potenIal buyers at their booth. The client was so busy that they remained in their booth for addiIonal one hour dealing with interested parIes. Testimonial: https://www.youtube.com/watch?v=5Lb56tnBaVk
SMART Nov 2015 Expo – HK
Brand Exposure | Lead GeneraIon
Offline: Integrated Marketing Campaign – Wrapper + Cover Story
Opinion Leading: Curated Japan as hot property
investment market
Content: Japan Property Features in Squarefoot
• Full page ad • Half page ad • Advertorials of Japan ProperIes
Offline: Integrated Marketing Campaign – Thematic Content Series
Brand Awards Platform
• Grand Award Ceremony • Dedicated mini site for winner • TVC promoIon • Newspapers & SEM Media Buy
Stay Authoritative: Awards for Outstanding Players – Developers & Projects
Branded Channel Online: Banner and Listings for More Exposures and Conversions
• GoHome website banners • Property lisIngs
Visualize Your Project
iGoggle
Digital Publishing
360° Property Videos
School Networks
& Neighbor-
hoods
Interactive Floor Plan
& Interior Design
3D Virtual Reality Tours
Online: 3D Visual – Let Investors “See” Your Project Anyplace Anywhere
JAPAN Jumps from Rank 9 to Rank 3
GoHome SenIment Survey 2016 H1
Which country’s property are you interested in?
• iProperty HK conducts senIment survey twice per year to test the most updated market senIments
• Japan has jumped from the 9th interested country in 2015 H1 survey to 3rd most countries preferred by Hong Kong buyers in 2016 H1 survey.
GoHome SenIment Survey 2015 H1
RESULT – JAPAN Outpaces UK as one of the most invested…
What else could be more Persuasive Branding than get A-‐list celebriIes introduce your property project in an innovaIve lifestyle property program?
Hong Kong
Shanghai
Singapore
Perth
Osaka
Bangkok
Extensive Coverage Various Destinations Featuring different culture
Presenting Overseas Property Investment
Big Picture
• HK – Mainland Chinese buyers • SH – Overseas Chinese buyers • PERTH – HK/Mainland Chinese buyers • BKK – HK/Macau buyers • OSAKA– HK/Mainland Chinese buyers • SG – Mainland Chinese buyers
Targeting Different Markets:
13 Episodes Mandarin with Subtitles to reach
1.3 Billion Chinese Audience!!! Broadcast on most popular
Satellite TV Channel / Leading Video Website Covering cities of
Hong Kong, Shanghai, Singapore, Bangkok, Perth, Osaka
and popular APAC cities…
Each episode will have One/A pair of
Signature Guest as Buyer
Renowned Star as Emcee Local Contact as Host
This program is targeting
Various Property Buyers Intended to showcase
World’s Premium Properties and reflect
Diverse culture of different cities
To discuss Practical Issues that come across in property transactions
which will surely arise Great Echoes in publics
The audience could take part in the program via SOCIAL MEDIA They could send LEADS for more project information
Villa Normal Size Apartment
Serviced Apartment
Mega House Mini Apartment Houses
A Wide Range of Property Type
APPROACH WORLD CLASS FURNITURE
WHOLESELLER Special Business Tour
Especially for Malaysian Developers – Opportunity TWO
The furniture capital of China
Dongguan’s furniture manufacturing business has seen rapid development in recent years, posiIoning itself as a true industry pioneer in terms of quality, brand awareness and design, comparable to leading internaIonal manufacturers. Located in Houjie, Dongguan, FFEP covers a total space of 1,300,000 m2, with 400,000 m2 dedicated to Phase I -‐ FFEP’s flagship establishment, which assigns 70,000 m2 to the InternaIonal DecoraIons Centre.
FAMOUS FURNISHINGS EXPO PARK (FFEP)
• 500 furniture brands from all over China and overseas, offering customers an internaIonal array of high-‐caliber home décor products at direct-‐selling prices.
• Over 1,000 renowned brands directly interact with more than a hundred thousand professional buyers from over 150 countries in FFEP’s bi-‐annual InternaIonal Famous Furniture Fair
In FFEP, You Get Direct-selling Prices
BEST PRICE GURANTEE FOR MALAYSIA DEVELOPERS
FFEP Business Tour Offer
• Three-‐day-‐trip to FFEP in China • Free returned air Icket to Guangzhou
from KL • Two nights of 5-‐star hotel room
including breakfast/lunch/networking dinner
• Local transportaIon • Strategic partnership opportuniIes with
FFEP • Free media exposure in signing
ceremony for China market
This tour includes Tour Value:
RM 100,000/pax
CONTACT US FOR DETAILS
SNAPSHOT
CASE STUDY Rich More Group Thailand property agent SMART Marketing Partner: • Use of Hong Kong data for eDM • Social Media recommendation and arrangement
• FP Squarefoot magazine (English) • QP The Standard (English) • JP Headline Daily (Chinese) • JP Sing Tao Daily Chinese)
Results 55 attendees HK$26M of concluded property sales
CASE STUDY Daniel Mark Harrison & Co. SMART Expo Hong Kong Nov 2015: 18 sqm booth participation to launched new development in North West of England. Targeting new style of investment – renovated building into affordable lifestyle living. SMART was able to bring in individual investors as well as agents each bringing in around 20 potential buyers. Results • Over 3,000 potential buyers over 2 days • Sales lead generated estimated 80 percent successful conversion
Video Testimony https://www.youtube.com/watch?v=qRMJIWU_vzc
Daniel Mark Harrison Founder, President & CEO
CASE STUDY Inspiration Asia Promotion and Sales of Berlin Property SMART Expo Hong Kong Nov 2015: Booth participation coupled with educational seminar presentation on Berlin – Europe’s New Investment Capital. SMART was able to bring in the right target individual investors that suited Inspiration Asia’s project budget. Results • Generated a lot of sales leads and traction leading to both onsite deals and post event contractual sales.
Video Testimony https://www.youtube.com/watch?v=E8uA2AW4ZvU
43
CASE STUDY Acchoir Full Private Event Management Services 1-Day Private Event with Hospitality Promoting Brisbane Property SMART provided its comprehensive Private Event Services from event’s concept to reality inclusive of venue selection, program rundown & agenda development, online and onsite registration management to full range marketing service incorporating digital, print and telemarketing all designed to drive interest and attendance. Results • 119 registered delegates exceeding client’s expectation
Case study 1. Sales Force 2. Promotion Channels 3. On-target Customers 4. Event Management 5. Digital Publishing
1. Event Management & Promotion Cost
2. Commission Sharing
1. Sales Force
1. Commission 2. Property Project
Agent Network
Desktop Portals and Mobile App • 23+ million monthly PV • 80% users come from Hong Kong, China, America, Malaysia, Singapore • 77% users of Squarefoot.com.hk with annual income of above HK$600,000 • 45% users of GoHome.com.hk with annual income of above HK$ 400,000 • 65% registered members are HK & overseas investors
Powerful Database • Segmented data ideal for targeting different level of investors • Available data includes owner information, historical transaction, property types, investment preference, etc • Not only empower the developers for planning new project but also help them locate the target buyers
Strong Social Media Network • IPP HK has well-managed social media fan pages on Facebook, Twitter, Instagram, Google+, Youtube, Weibo, WeChat • The followers on Facebook already exceeded 50,000 • Extensively targeting APAC property buyers
One-stop Digital Solution