As developers struggle with his customers, who became their competitors

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Private investors are lured buyers of apartments with low prices, but developers are threatening difficulties in making such transactions

Buyers of apartments in new buildings, especially those that have acquired options in big-budget projects in the early stages of construction, prone to panic. Push them to get rid of their still unfinished assets can be anything – from currency fluctuations to the rumors of global or local character. New buyers in this situation, at first glance, carries a solid advantages: there is an opportunity for high stages of readiness to buy property cheaper. Developers also have remaining primary unsold apartments, such situations fear: former customers become their direct competitors for the customer. But is it really?

To assign a reasonable price

The choice of apartments in any new building is not limited only to proposals from the developer. The closer the deadline of the new complex, the more options appear for the assignment of the claim for future housing. It is beginning to sell apartments buyers – those who bought them for investment purposes at an early stage of construction at lower prices, or those who lost interest to the concrete object and wants to invest in some other, and may use the funds for other purposes, for example, “podpira” their own business. “Pricing in newly built residential complex, – says commercial Director of Capital Group Alexei Belousov, – depends on the sales policy of the developer, and the volume of proposals on the secondary market for this project.”

As example, consider the LCD “Garden quarters” that is being built in Khamovniki (the first case has already been commissioned, and the entire complex will be completed in 2018). The Builder (company “Inteko” is engaged in selling through a private Agency “the Magistrate”) is the cheapest at the moment the apartment is in 41,2 million rubles. It is located on the ninth floor of 11-storey buildings “odnushka” area of 68 square meters.

In the role of investors-sellers on the assignment there may be and real estate agencies

However, in the same complex on assignment you can find some much cheaper options. So, one private investor offers one-bedroom apartment (67 square meters), located on the third floor of 15-storey building. The owner is asking for housing 25,7 mln. Sale is conducted through the Agency Contact real estate. Over 29.8 million RUB put for sale another apartment from a private person (sold through the Agency of “Luxury House”). It “odnushka” (an area of 59 square meters), located on the 8th floor of a 14 storey building that is commissioned next year.

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In the role of investors-sellers on the assignment there may be and real estate agencies, if they bought a certain number of apartments in a residential complex. In “Garden quarters” for example, there are such proposals from the Agency Est-a-Tet, and, according to his representatives, prices are 17% lower than that of the developer. However, such variants all the same units and the majority of proposals for the transfer for a price tag comparable to those that suggested by the developer and begins with a mark of 41 million rubles.

The art of creating obstacles

This is not the only example in the capital market. Apartment sold at prices lower than the developer, can be found in almost any building of Moscow. And not only in under construction houses, but also in ready-made. So, according to the company Knight Frank, in the house on Trubetskaya, 10, which are only secondary sales, prices are now at the level of 24 thousand dollars per square meter, but there is one offer for 12,9 thousand dollars per square meter. And this is actually the cost at the stage of excavation, despite the fact that the house is already live. The reason why the owner said this low price, due to the fact that he needed to sell the apartment as quickly as possible.

The developer may make a contract clause that the sale of rights can occur only with his consent

Exactly the same reason and the advent of cheap apartments on assignment in new buildings: investors earn on price dynamics from the pit to the house is almost ready, now is not enough, because the difference now is not so great. Therefore, cheaper secondary options are not many, 2-3-4 for the whole residential complex, that is, a drop in the bucket compared to the primary proposal. For such volumes, the developer usually looks the other way and sees them as a threat to pricing on the object.

The situation is different if the process becomes widespread, and the developer’s desire to slow him down. When the ownership of the object is decorated, to resist secondary sales difficult. If the new building continues to be erected and secondary sales are on assignment, variants are possible. “The developer can make a contract clause that the sale of rights may only occur with the consent of – the Director for work with key clients of the Department of elite residential real estate company Knight Frank Olga bogoroditskaya. – It is possible to challenge in court, but each case is individual. If the developer does not allow you to sell the property on the assignment for the reason that they have not received all the funds under the contract, the court may take his side. Also, some developers charge high fee for registration of the contract on the assignment of property rights”.

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Make friends with a competitor

Buyers such measures may deter: to buy something cheaper, but with the unpredictable ending of the transaction or associated with additional expenses, will dare not everyone. However, purely restrictive measures in the property market now is not very popular: not the time to the developer to risk the reputation and to call for his head the curses of the customers dissatisfied onerous conditions. You can act much more flexible and softer, as supplied, for example, the company Villagio Estate (this is an example of the suburban market, but with some modifications it is possible to extrapolate and on the city). In this company the contract of purchase and sale immediately prescribed a condition that if the house will later be exhibited at the realization, then sell it only through their own sales Department of the developer, even if the buyer will find the owner. But the owner offer interesting bonus.

In other words, the developer is on the shoulder to find a common language with their former customers

“At the conclusion of the contract on exclusive sale of Villagio Estate offers not to charge the owner of the maintenance payments during the term of the contract, – the Director of Department of strategic consulting Kalinka Group Roman Popov. – Owners, it is beneficial, especially to those who purchased the house he lives, but it has to pay for the operation of the village. The developer’s own interest: this scheme eliminates competition with its own customers, but also offers the opportunity to obtain additional money from the resale of the secondary objects when the volume of the primary market is exhausted”.

In other words, the developer is on the shoulder to find a common language with their former buyers and to negotiate amicably without missing at the same benefits. As they say, it would wish, and the possibilities for compromise there.

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