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Luxury 3000Sqm Mornington Mega Lots Up For Grabs

Land lots up to 3150sqm from the Madison Hill development will go under the hammer on Saturday March 18 marking Mornington’s first large scale land release in over a decade.

Madison Hill’s first 14 lots ranging from 2035sqm to 3150sqm will be auctioned on site from 1:00pm at 141 Bungower Road Mornington, 4.5 kilometres from the Mornington Peninsula beach.

The luxury region’s most recent high profile residents include Carlton legend Chris Judd and his wife Rebecca, who last year purchased a $1.2 million two hectare holding at Main Ridge Mornington Peninsula.

Oliver Hume Director Paul Ciprian said Madison Hill was the only land development offered in the Mornington Peninsula and offered a landmark opportunity to secure large, vacant land in the popular location.

“We’ve generated more than 1100 registrations of interest in total, and welcomed more than 200 groups through on opening day, so we’re expecting a big auction crowd for March 18,” he said.

“It has been more than 10 years since land of this size, quality and location has been released,” he said.

“Each lot provides a unique opportunity to create a grand home free from the constraints imposed by space.

“One of the north facing blocks up for auction – at 3150sqm – has the widest frontage at 45 metres, and has achieved record levels of enquiry.

“Given the location of Madison Hill, the size of the blocks and the strength of the local market we expect a highly competitive auction for every parcel.”

Mr Ciprian said nearly all enquiries had come from locals, with younger buyers wishing to upsize and some older buyers wishing to “downsize” from acreage to a Madison Hill address.

Madison Hill incorporates a total of 47 lots ranging in size from 2000sqm to 6000sqm. Stage One is the only available land at present. The 16ha site for Madison Hill is located to the east of the township of Mornington on the cusp of the main residential area. The site is bound by Bungower Road to the south, Baldock Road to the east, the Beleura Retirement Village to the west, and farming land to the north. Mornington Tourist Railway and Mornington Racecourse is located nearby with Padua College and a number of other schools also within walking distance to Madison Hill. Mornington is located between the exclusive beachside suburbs of Mount Eliza and Mount Martha on the Port Phillip coast, about 60 kilometres from Melbourne’s CBD. The suburb has direct access to Melbourne via the Peninsula Link highway. Mornington is a cosmopolitan seaside village that offers more than a kilometre of shopping with more than 370 retail outlets, including boutiques, homeware and designer stores, sidewalk cafes and restaurants.

The suburb has experienced strong growth in house prices in recent times with the media house price in September quarter rising 9.7% to $705,000. The whole Mornington Peninsula LGA saw prices increase 5.5% for the year to $650,000.

Mr Ciprian said the Madison Hill parcels were ideal for grand, sprawling residences that made the most of the semi-rural location.

“It will be amazing to see what homes our buyers deliver on these blocks,” he said. “Living the good life on a grand scale will be easy with such impressive block sizes.”

Oliver Hume Research Manager George Bougias said the demand for land in Melbourne’s growth corridors continued to accelerate in 2016 with little chance of a slowdown in the short term.

Figures recently-released by the Australian Bureau of Statistics show that Victoria’s population is now larger than ever before and looks set to continue growing. In the year to 30 June 2016, the state’s population grew by over 123,000 people (2.1%). Victoria recorded the fastest population growth of all states and territories, adding more people than any other jurisdiction. This robust population growth is expected to continue, with Victoria’s population projected to hit 7 million by 2024.

“Based on current trends and forecasts, demand for housing in Victoria and Melbourne in particular, is set to reach unprecedented levels in the near future,” he said.

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Permit Ready Rebrands To Development Ready In Time For Expansion

Permit Ready has announced the renaming and rebranding of its platform to Development Ready, in a move that coincides with an expanded service offering across Australia’s east coast two years after the company’s launch.

Development Ready is a buying and selling hub exclusively for development sites, instantly connecting real estate agents with qualified buyers sourced from developers and investors nationwide.

The site makes it easy for developers to find their next project anywhere across the country. The company has evolved rapidly to become one of Australia’s leading platforms for listing a broad range of development sites for sale, currently with over 10,000 subscribers including investors, developers and real estate agents.

The Development Ready rebrand coincides with several milestones for the company including its continued roll out of features including a construction calculator, feasibility tools, mapping functionalities and property development investment fund which will further guide aspiring and experienced developers through the life cycle of a development project.

The Development Ready team have set up a secondary office in Martin Place Sydney which was announced in January 2017.

Development Ready Managing Director, Nick Materia, said the business had changed its name and expanded its focus in response to developer demand.

“Until now, Development Ready has focused its resources on showcasing development-only approved sites for sale. But following the company’s initial launch, developers have also flagged interest in pursuing ‘development-potential’ land opportunities,” he said.

“This, combined with strong growth in our audience base and a rapid uptake in real estate agency partnerships has prompted an expansion of our service offering. It was time to re-imagine our company’s broader role in the future of development site listing and purchasing,” he said.

“Our buyers are genuine, active and targeted – and there are a lot of them. I believe this is what sets Development Ready apart from other portals,” he said.

Development Ready has a unique, independent view into development trends including upcoming hotspots, buyer trends, price trends and enquiry patterns for all states of Australia, with regular listings from over 300 real estate agencies across Australia.

The company has partnerships with leading agencies including Colliers International, CBRE, Savills, Knight Frank, Biggin & Scott Land, Melbourne Acquisitions, Ray White, Jellis Craig and many more.

Development Ready will roll out its redesigned logo along with an updated website URL, DevelopmentReady.com.au.

Development Ready offers future and existing clients and users access to a wider range of development site opportunities across Victoria, New South Wales and Queensland, with an additional focus on South Australia and Western Australia over the coming months.

“Our vision is to increase the visibility of this unique platform. We aim to keep user needs at the heart of our approach and make Development Ready even more accessible to sellers and buyers across Australia,” he said. “Recent case studies provided by existing clients have indicated that our website has consistently outperformed conventional portals, both in terms of the number of enquiries generated and the quality of these leads.”

Development Ready has listed over 2000 properties since its inception with a total sales value of more than $3 billion. Visit www.developmentready.com.au for more information.

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Australian Psychologists Stay Ahead With ‘Telemental Health’

The country’s first 24-hour video-consulting and medication prescription service for General Practitioners (GPs), Doctors on Demand, has expanded to include appointments with mental health experts at all times of the day. 

The ‘turnkey’ health service provides registered mental health practitioners and their patients with a new option for delivering and accessing mental health services.

Patients can access a registered Australian psychologist using Doctors on Demand on their computer, or via an app with their mobile phone or tablet.

Doctors on Demand CEO John Martin said the service aimed to improve mental health by providing greater access for patients who had been restricted in the past by distance, time, or even scheduling constraints.

“Our aim is to improve access to mental healthcare for all Australians, which will have benefits for rural and indigenous health, hospitals and outpatients and the primary health network around Australia,” he said.

“Psychologists in rural, regional and remote Australia account for approximately 20% of the psychology workforce, so there continues to be a need to increase accessibility of mental health professionals to all Australians and our platform is aiming to do this,” he said.

“Telepsychology is a solution for patients who seek treatment in a less-confronting or more private manner, and we are providing a safe and secure online environment for these patients to access the support they need,” he said.

The National Rural Health Alliance (NRHA) is currently proposing that Medicare rebates be made available to patients living in “telehealth eligible” areas for telepsychology services provided under two existing programs:

-Access to Allied Psychological Services (ATAPS); and
-Better Access to Psychiatrists, Psychologists and General Practitioners through the Medical Benefits Scheme (MBS) program.

In rural areas, GP mental health encounters per 1,000 people decline from 668 in major cities to 241 in remote/very remote areas, and even less for psychology service, despite the suicide rate outside a major city sitting 66 per cent higher than it is within a major city. 

Mr Martin supported the National Rural Health Alliance’s proposal and said timely diagnoses by a mental health expert via teleconferencing could, for example, help a recently separated mother suffering from depression cope with the pressures of managing a busy household by accessing psychology services from the privacy of her home when the children are asleep. 

“A quick check in via a fully registered telehealth expert could also assist a time-poor CBD worker or a university student to privately and securely access treatment for anxiety or depression, for example,” he said.

“Being more open to ‘telepsychology’ will assist many people who find attendance at a face-to-face practice confronting,” he said.

“Patients can speak to a registered professional on the go, from anywhere,” he said.

All patients complete the DASS checklist prior to their mental health appointment –  a 21-item self-report instrument designed to measure patient emotion – as is standard for face-to-face appointments.

Mr Martin said that for mental health professionals working for the service, the model provides flexibility and control.

“Psychologists who sign up to the Doctors on Demand telehealth service can set their own rates, their own working hours, and the length of each appointment,” he said.

“For example, if psychologists want to switch to part-time work while on leave, or on holidays, they can do so with our service,” he said.

The platform may also enable psychologists to work from home rather than an office, which typically takes up a large percentage of a practitioners’ operating costs.

GLOBAL TELEPSYCHOLOGY  
According to the American Telemedicine Association, up to 15 million people used telehealth services in the United States during 2015, up 50 percent from 2013.

Telepsychology has been in place for almost 20 years at the US Department of Veterans Affairs and other international government organisations that serve patients in rural areas, according to the American Psychology Association.

Mr Martin said the company would begin working further with psychologists to continue to extend the service.

“Doctors on Demand was developed to provide GPs and GP clinics with foundational technology to support their eHealth strategies, and now we can offer an holistic approach to eHealth with mental health services,” he said.



Doctors on Demand launched the country’s first 24-hour GP video-consulting service on December 1 2016 with a team of experienced practitioners. To date the service has provided over 1000 consultations across Australia. The service is available at www.doctorsondemand.com.au or via apps for Apple and Android.

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Group One Sire Husson Relocates to Aquis Farm

Leading Queensland thoroughbred breeding and racing outfit Aquis Farm is pleased to announce the acquisition of proven Group I producing sire Husson (Arg), who has been purchased from Vinery Stud in a deal brokered by Julian Blaxland’s Blue Sky Bloodstock.

Aquis Farm Chief Executive Officer Justin Fung said the facility was committed to bringing the best available stallions to Queensland and to give breeders the opportunity to access Hunter Valley standard stallions in their own backyard.

“We will support Husson in the same way we have all our other stallions and with horses running for him like Frolic and unbeaten HK rising star Nothingilikemore, we are excited for his future in both Australia and Asia,” Mr Fung said.

A Group I winner by champion sire Hussonet (USA), Husson is currently enjoying his usual good season and has the favourite Frolic for the $1 million Group I ATC Inglis Sires Produce Stakes (1400m) at Randwick this Saturday.

Second in the Group I ATC Golden Slipper and a winner of the Group II ATC Reisling Stakes, Frolic has already won nearly $1 million in prizemoney and is one of four stakes-winners this season for Husson joining Lucky Hussler, Moral Victory and Husson Eagle.

Husson looms as a perfect fit for the Queensland market and has achieved notable success at the $10 million Magic Millions raceday siring Private Secretary to win the Magic Millions Plate for fillies and mares this year and Husson Eagle to win the Magic Millions Sprint and Group I winner Lucky Hussler to win the Magic Millions Cup last year.

“I am so pleased Aquis has acquired Husson,” said Aquis General Manager, Robyn Wise.

“He is a stallion who stamps his stock and never lacks for a good horse. He is very commercial yet perfect for the breed to race breeder as well. His stock are always strong, well-muscled and very consistent.”

Husson started his career at Patinack Farm, but has been based with Vinery Stud in the Hunter Valley recent years.

“He’s been a great horse for us and we are really happy to see him go to Aquis where he will get the support he deserves,” said Peter Orton of Vinery Stud.

“The Hunter Valley has become extremely competitive making it difficult for him to stand out from the crowd, but he will be very well placed in Queensland where his progeny have done so well, particularly on Magic Millions day both this year and last year.

“Being free of Danehill blood he will be a great outcross for the large population of Queensland mares and should suit a wide range of breeders. He’s the complete package, an outcross sire who can get early two year-olds that train on.

“I believe Husson will be a great asset for Queensland.”

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Majella to Breathe New Life into Broadway Hotel

Brisbane developer Majella Property Developments is progressing with its plans to transform Woolloongabba’s historic Broadway Hotel and surrounds into a world class residential, commercial and food and dining destination with the lodging of its development application with the Brisbane City Council.

The Broadway Hotel will be brought back to life and be the historical centrepiece of the $260million development on the 3420 sqm site, encompassing 44 Balaclava Street and 85 & 93 Logan Road, Woolloongabba.

The development application reveals the site will feature a multi-level apartment tower featuring a total of 262 apartments across one, two, three and four bedroom configurations. The Broadway site will also include a three-level commercial and retail podium which will incorporate the heritage-listed hotel and 40 commercial sites.

A total of 379 car parking spaces will be provided along with 113 bike parks across three basement levels of the tower.

The hotel which was completed in 1890 was designed by prominent architectural firm John Hall & Son. It was extensively damaged by fire in 2010.

Majella Group founder Professor Frank Monsour said, “Broadway will redefine this important precinct in Woolloongabba with heritage values central to the design.

“We are thrilled to be able to bring the Broadway Hotel back to life and develop a vibrant commercial precinct with food and dining central to the experience.

“The Broadway residential tower will also incorporate generous rooftop facilities including entertaining and meeting areas, pools and a spa. Residents will have plenty of green space on the podium level and all will have access to some of the most magnificent views of Brisbane.

“We’re pleased to be bringing innovations to the Broadway development including centralised recycling, cutting edge Bloomframe windows and the largest automated car parking system in Australia.”


Majella Property Developments will use some of the development profits from the apartment tower to restore the hotel which otherwise has been deemed to be economically unviable as a restoration project on its own due to the extensive damage suffered.

Majella has based its plans for the precinct on a laneways concept with the Broadway’s Gothic appeal influencing the style along with elements from New York and Melbourne.

Depending on approval timing construction is expected to start late in 2017 and be completed in 2019.

Broadway is designed by award-winning architect Elizabeth Anderson of Hayes Anderson Lynch Architects.

Majella Property Developments last year completed its 91-apartment Radius Apartments development at O’Keefe Street in Woolloongabba, which also incorporates Oaks Woolloongabba serviced accommodation.

 

It’s Time To Ditch Lazy Writing And Get Active

Media writing has evolved into its own specialist form – at the heart of the style is active writing. What makes this style so special? Writing has come a long way. It’s argued that true writing of language itself – not just numbers – was invented independently in at least two places: Mesopotamia around 3200 BC, and Mesoamerica in around 900 BC. Fast forward thousands of years and writing is an integral part of most people’s daily lives; particularly in media, where ‘active voice’ is crucial. Writing in passive voice means constructing sentences where the subject is ‘passive’ – acted upon, rather than being the agents of the action. You’ll notice passive sentence structure makes sentences dull and, quite frankly, a bit boring.

Active tense, however, makes things punchy and gets straight to the point.

The ability to compile an informative, enticing and well written piece of news is crucial for media writing. Competition is fierce for organisational ‘real estate’ in news pages, and a company’s media writing or stories should always be clear, accurate and truthful. It also pays to be creative, fun and ‘punchy’. Having an active voice is crucial for writing with flair, and gains more attention than a dull, passive piece of writing. In short: Keep it upbeat, keep it short, and keep it active. So what’s active voice? In active voice, the subject is doing the action. Let’s take the song “I saw her standing there” by The Beatles as an example of a sentence in active voice. If you wanted to make the title of this song passive, you would say: “She was standing there, and I saw it.” Hmm… Not so catchy now, is it? Other examples

Passive Voice (NO) Active Voice (YES)
I keep butter in the fridge Butter is kept in the fridge
The CEO kept his schedule meticulously The CEO’s schedule was kept meticulously
A cake is being made by me I am making a cake
A lot of coverage was achieved by the public relations company The public relations company achieved lots of coverage.

When is the Right Time To Use Passive Voice? Just to confuse everyone further, there are actually some occasions where it’s okay to use passive voice. We have listed a few of these below:

  1. Changing Focus – When we want to change the focus of a sentence, we can flip the rules a little. For example, “The Mona Lisa was painted by Leonardo Da Vinci” – in this case, we’re more interested in the painting than the artist, so it makes sense to place Mona Lisa first.
  2. Scientific Writing – “The chemical was placed in the test tube and data entered into a computer”.
  3. When The Action Is Unknown – “My computer had been stolen” – in this case, the agent is unknown.

Clear as mud? Don’t worry – that’s what we’re here for.

Four Brisbane Companies Developing Killer Content

Like I’ve said before, anybody can create incredible content marketing tactics with access to a bottomless pit of money. But for many small to medium businesses (SMBs) in the current climate doing their content on a smell of an oily rag would require a doubling of their budget! Despite these challenges there are still plenty of local businesses doing a great job of using content to build their audience, drive engagement and ultimately, increase sales. Here are four of the best currently doing the rounds. Silver Chef Silver Chef is a 30-year-old, West End based equipment finance company. With annual revenue pushing past $300 million they are quickly outgrowing the SMB category but remain a great example of content ‘done right’. The company has done a lot of work researching the needs and challenges of their target audience (primarily coffee shop, restaurant and takeaway store owners) and develops high quality, short form eBooks across a variety of topics. All the resources are conveniently warehoused in a single page on their website and accessible behind data collection points. The secret to the success of the content is the authentic, authoritative voice and the genuine desire to help customers (and potential customers) improve their business. Some of the topics include;

  • Quick wins to grow your business;
  • Attracting customers using Pokemon Go; and
  • A guide to avoiding common pitfalls for designing your new venue (right)

The other important aspect to the strategy is the marketing of the eBooks across multiple channels, particularly social media. It is no good creating great content unless you tell the world about it! Technology One Again, not exactly a start-up but I’ve included for their great use of case studies. Case studies are the most effective marketing tactic, particularly in business-to-business (B2B) sales where larger dollars are involved and the customer journey can take many months. A great case study provides one of the many steps of product validation required to get new customers comfortable with your products. What makes TechnologyOne’s case studies great? The relatively short length, well organised sections of content and strong buy-in from the customer. The Victorian Institute of Teaching case study is simple, easy to read and to the point while still retaining high levels of data. It lays out the problem, discusses the solution and highlights the value TechnologyOne can add. The supporting video adds a great multimedia dimension. See all their case studies here. Research from the B2B Technology Marketing Group, based on a of more than 600 B2B marketing professionals, about the current state of content marketing shows case studies remain the most effective content. My Place Our Place Launched earlier this year by the team at Place Estate Agents the My Place Our Place blog is designed to showcase “the places, people and lifestyle that make our city and suburbs so special”. The crisp, clean layout (using the Squarespace platform), the use of strong imagery in each piece and an editorial agenda that focuses firmly on the people and the places of Brisbane delivers a strong package that puts the Place brand exactly where they want it, at the heart and soul of the communities where they operate. This is great example of the opportunities presented by blogging technology and demonstrates that with the right writers and the right focus, any company can become a successful media company. This brand publishing opportunity is now more accessible than ever and a great way to not just communicate with your customers, but build a community around your brand. Outfit Outfit is a Brisbane startup that has developed a brand management and automation software that allows companies to manage their brand assets more effectively and efficiently. They are a great example of how even a small company with limited resources can develop high impact content by identifying a key target market and developing engaging, relevant content that builds a deep understanding of how their products can solve the everyday problems of clients. The Ultimate Guide to Franchise Branding speaks directly to Outfit’s subject matter expertise and covers a range of topics including basic brand theory and more complex topics like the ROI of design efficiencies. All the information is presented in easy, bite-size packages to ease consumption. Importantly, the company has gone the extra mile and actively promoted the content across social channels (see Facebook ad below)     All of these case studies have different products, different markets and varied budgets, but all are great examples of what is possible if you take the time to think about how content can be the key driver of your marketing.

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simPRO Software Appoints President Of US Operations

Market-leading job management software provider for the trade contracting industry, simPRO Software, has appointed Glenn Nott as President of simPRO US.

Nott joins the senior management team to enhance the leadership and strategic direction as simPRO ramps up its expansion into the US market.

“simPRO Group’s Board of Directors unanimously selected Glenn Nott as President to lead our US business unit,” simPRO Group CEO Brad Couper said.

“With Glenn’s significant experience in building and leading cross-functional teams in new markets along with his passion for working in competitive, innovative environments, the Board has great confidence in his ability to successfully guide our US operations forward.”

President of simPRO US, Glen Nott.
Nott’s background, most recently as Vice President and General Manager of Skillsoft Asia Pacific, strongly positions him to assume the position. He has established operations and expanded businesses in multiple markets including Australia, India, China, Japan, Singapore, South Korea, the Philippines, Malaysia, and Thailand.

With significant experience delivering results in dynamic, challenging environments, Nott will guide simPRO’s US strategy and drive the company’s expansion.

“I’m honored and thrilled to be joining simPRO Software Group as President of simPRO US,” Nott said. “It’s an exciting time to take on this position as we are poised to embark on an aggressive growth strategy including a launch in cities throughout the US in 2017.”

In October 2016, simPRO Group received a USD$31 million dollar investment from New York-based growth equity firm Level Equity. This funding will support simPRO’s further growth in the US, expansion of support and customer success teams for improved client focus, and an increase in development and product teams to fine tune the solutions simPRO offers.

The simPRO US office will also be relocating later this year, to accommodate its growth, from Boulder, CO to an 11,000 square foot facility in Broomfield, CO.

simPRO Software was established in 2002 when co-founder Stephen Bradshaw, an electrical contractor, began working on a solution for managing his growing business with co-founder Vaughan McKillop. The technology company is now a leading provider of job management software solutions to trade contractors performing service, project and maintenance work, serving 4,000 businesses and 90,000+ users worldwide.

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Oliver Hume Expands Into Northern Territory With DHA Appointment

PROPERTY services group Oliver Hume has been appointed as the exclusive sales and marketing agent for Defence Housing Australia’s (DHA) 1,151-lot Breezes Muirhead development in Darwin, the first time the company has taken on a project in the Northern Territory.

 The appointment caps a stellar year for Oliver Hume with the company reporting a record number of sales across its existing operations up and down the east coast and the consolidation of its pipeline with a number of major new appointments.

 The award-winning Breezes development is located in the highly sought-after Darwin suburb of Muirhead. This community will feature 1,151 lots, with DHA building 329 properties for Defence members and their families. The remaining land lots will be sold to the public.

 Oliver Hume Queensland Joint Managing Director Brinton Keath said the appointment was a significant milestone for the company, marking the first time it had been appointed to a project in the Northern Territory.

“We are delighted DHA has put their faith in us to complete the sales program at Breezes Muirhead and as a business, we are thrilled to be expanding our footprint to a new region,” he said.

Oliver Hume has appointed Darwin local Lenny Holt as Sales Manager at Breezes. Mr Holt will be based in the Breezes Land Sales Centre within the community.

Mr Keath said it was an opportune time to be entering the Darwin market after a period of volatility for the local property market.

“The impact of the resources downturn and a lack of confidence in the government has resulted in a pretty rocky market over the last few years,” he said. “We think with a stable government and the emergence of new economic drivers the local market will continue to stabilise over coming months.”

 

Breezes Muirhead

Oliver Hume Chief Operating Officer Julian Coppini said the appointment was in line with the company’s goal to expand its geographic footprint while consolidating its dominance of core markets in Melbourne and South East Queensland.

“The appointment caps a strong finish for the year where we achieved numerous records across the business with total sales volume up more than 50% on the year before,” he said.

“We have a built a strong team and a comprehensive service offering to our clients encompassing research, marketing and strategic product planning services which can be applied to just about any project in the country.”

The strong performance this year reflects the expansion of the company’s offering in recent years to include project advisory and consultancy, property fund development, project land and apartment sales, asset management, corporate advisory and development site sales and acquisition.

“The diversification of the Oliver Hume business across all facets of development – communities, apartments, townhouses and house and land – gives us access to unparalleled insights into the market and underpins a strong value proposition for our partners,” Mr Coppini said.

Mr Coppini said the company had built the capacity and expertise to offer partners a comprehensive ‘whole of life’ service for projects commencing from site acquisition through to settlement services.

The company has secured a number of other major new appointments this year including a high profile role with Places Victoria and a major masterplanned community at Walloon in the western growth corridor of Brisbane.

Oliver Hume’s existing clients include some of country’s most established developers including Villawood Properties, Amex Corp, ID LAND, Pask Group and ISPT Super Fund.

Oliver Hume Director Paul Ciprian said the appointments reflected the company’s ability to provide developers with a competitive edge in the development, marketing and sale of new residential communities.

“While some segments of the property market are displaying signs of stress, the outer suburban land and communities market is still experiencing strong demand from a diversified base of first and second home buyers and investors,” he said.

Mr Ciprian said developers competing for market share would ensure prices remained affordable for buyers but not to the extent it would impact developers’ profit margins.

“It is a good market where there is something for everyone,” he said.

How Corporate Communications Is Evolving

The role of Communications Director in both global and local organisations has historically focused on a number of key traditional strategies to drive the brand forward. These roles include managing public image and reputation, distributing media releases, statements and alerts, responding to crises, writing speeches, engaging with stakeholders and managing the corporate website, among other tasks. But now, today’s tech-savvy consumers and the way they seek products calls for a lot more than what the traditional corporate communications executive has previously delivered. Today’s comms landscape brings social media, and with that, social media management, where companies must distribute their narratives proactively, respond almost instantaneously to negative public feedback, all throughout several different social media channels. An alarming statistic that featured in this year’s World PR Report, or ‘The Holmes Report’, revealed that by 2020, only 17 per cent of a communications budget will go towards paid media; that is, advertising. But, the same respondents in the report also said that they expected the biggest budget increase in the future will go toward shared media. Shared media intertwines with ‘owned’ media* – but is still a relatively new concept, and forms only as a result of a brand and customers or fans interacting and mutually creating content. This response doesn’t add up, given that social media postings must be sponsored (paid) and targeted perfectly to achieve any real reach or value on shared media platforms. So what does this tell us? Frankly, it says that many communications professionals don’t fully understand social media. Content creation, video production, engaging and creative ideas will propel the most effective media engagement going forward, with 81 per cent of industry leaders flagging a future driven by content creation. Brand reputation, measurement and evaluation, and traditional media relations also ranked highly. But while the tech side of communications is moving fast, it doesn’t mean the core skills of journalism go anywhere. In fact, they’re more valuable than ever in getting short and sharp content through (in 130 Twitter characters or less!) ‘Writing’ was in fact ranked as more critical than strategic planning (84 per cent), social media expertise (76 per cent), and multimedia content development (76 per cent) according to The Holmes Report. This means that by far, writing is what the public uses to first judge a company: this includes professionalism, value to market and intellect. *Owned media: Includes company-owned websites, blogs, social media accounts etc.