Resident and Buyer feedback

By Michael Matusik, 16th July 2012

Resident feedback 

Here’s some of what we’ve found from apartment renters and owner-occupiers which tells us that the most important features of an apartment complex are as follows:

• Location
• Design aspects
• Security
• Onsite management
• Aspect/views; and
• Resident facilities.

The main dislikes are:

• Noise-related issues
• Substandard quality
• Slow or faulty lifts
• Parking problems
• Lack of storage; and
• Poor apartment design.

In order of preference, the most important apartment inclusions are:

• Quality ducted air-conditioning
• Useable balconies
• Car parking
• Ample storage; and
• Wireless technologies.

In order of preference, the most important complex inclusions are:

• Security systems
• A mixture of uses and services on site
• Minimal waiting time for lifts
• Swimming pool; and
• BBQ/communal entertainment area.

Buyer feedback is what we undertake on behalf of clients, with people who have expressed an interest in buying apartments “off-the-plan”.  Often the most valuable feedback relating to the sales and marketing of a new project is gained from people who did not end up buying.

Here are some of our findings:

• Brochures are often too generic – “Could have been advertising any new apartment project”
• Most brochures failed to show the exact location of the proposed new apartment tower and how it related to the local area
• The lack of pricing information is very frustrating – most people want as much relevant information (pricing, floor plans, body corporate fees etc.) up front so they know if the project is worth looking at
• People hate receiving pricing advice that turns out to be misleading
• Previous buyers expect to receive special offers and do not want to have to prove their bona fides all over again
• Illustrations of apartment interiors, colour schemes and display furniture often do not appeal to the (older) target market
• Kitchens and bathrooms seem often to be designed by men, not women
• Many buyers thought the cost of additional storage space was excessive. Some noted they could purchase over-car storage cages themselves much cheaper; others thought they shouldn’t have to pay for storage anyway, seeing it is such a basic design requirement
• Developers generally don’t stress their track record highly enough; and
• Many potential buyers object to the pressure they feel they are put under by sales staff, particularly at the official launch of a project.

Michael Matusik

Michael Matusik is a leader in residential market analysis and property advice in Australia.