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Key developers in the Portuguese property market need to come
together in an association, pool their limited marketing funds,
and develop eff ective strategies for promoting to and educating
Germans, French, Austrians, Swiss and more. The last hidden
Artur Simes, Atlantic Estates
gem of Europe
Viseu – where prices are half that of Did you know?
the Algarve and 54 destinations are Of the 973,209 foreign visitors to
accessible from Porto airport only an Portuguese property portal casa.
hour’s drive away. (which generated 51,500
Boasting the most blue fl ag beaches leads in September 2009), UK
Help yourself and
in Europe, Portugal promises 10 visitors ranked third with around
months of good weather, and a low 12,000 a month.
your clients in 2010
cost of living – making it ideal as a
retirement destination. The question Ryanair is to open its 39th base
• Safe, secure and proven property market
is whether Portugal will fi nally shout at Faro in March this year with six
about its appeal on the world stage. based aircraft and 14 new routes
• Wealth of culture and history
“The fragmented nature of the (28 in total) being launched –
Market overview
Portugal needs to present a united front to international buyers marketing eff ort of the Portuguese which will increase traffi c at Faro
• Sustainable and increasing capital growth
players and a lack of integrated by around 1.3million.
for planning only for new valuations of government by estate agent marketing planning, budgets and • Rental yields in excess of 5% Per Annum
to make development fi nance fall body APEMIP to address the issue of public & private sector togetherness Residential tourism consultancy
through. “The Camras [town councils] planning and, with the help of ILM, Viva may mitigate the opportunity to ILM is partnering with agent IRG
• Breath taking landscapes, from cliff lined
are a major drain on progress in In and the Portuguese Chambers of compete for UK buyers with Spain,” International Realty Group over
beaches to rolling hills
Portugal, still taking far too long to Commerce, has forced it up Portugal’s concludes Andrew Coutts of ILM, the next three months to survey
grant simple planning permissions,” residential tourism agenda. clearly identifying Portugal’s main sales potential demand for holiday
says Graham Cockroft of developer Portugal is smaller than Spain but rival. “The Spanish market with a homes in Madeira and Porto
Wholesale Villas. “Ninety days is ample it’s more than the Algarve and buyers volume of available supply, aggressive Santo, extracting nationalities,
Infinito Real
time to check out, consider and fail/ looking for cheaper property are now pricing and a ‘sell or die’ mentality will price paid, budget, location
pass - whichever applies.” looking at the Silver Coast as well represent formidable competition in preferences, type of property, etc.
There has been sustained lobbying as Central Portuguese markets like 2010 for any available demand.”
Your Portugal partner
• Wealth of experience at your disposal
• Over 6,000 listed properties
What are What are your What have Are discounts
throughout Portugal
your developer predictions for you learned in the only way to
• Fully government licensed and regulated
clients telling second home 2009 that will close sales?
you about the sales in 2010? help you in Madeira is
current market
• Flexible and lucrative commission packages
Indications are 2010? maturing at a
and how they that at least the For those with a diff erent pace
are adapting? fi rst semester of realistic idea of to regions like
• Customer orientated company
From our 2010 will con- prices (not ‘cafe the Algarve.
three offi ces in tinue to present valuations’), We have solid
Portugal - covering the Porto region, diffi culties due to the global economic and an eagerness to sell, transactions transactional evidence to show that
Lisbon and central region, and Algarve market; but there is still an enormous were possible last year. In the past the current list prices per sq m are within
Contact us on
and south region - we have kept in amount of wealth in Europe. In terms question always seemed to be ‘how 5% of actual prices achieved over
close contact throughout the year with of marketing strategies for the high- can we make another 50 sales?’ This the last 12 months. However, we do
Tel: (From UK) 0843 308 511
resort developers and tourist operators end segment of second homebuyers, it year the question was ‘how can we have lifestyle and investor off ers. For
and there are signs of optimism. We will be very hard to be successful only convert one more sale?’ By dealing with example, buyers can defer 10% with
+351 289 313 325
have witnessed the increasing focus relying on the traditional approach each individual client we have seen an 80% mortgage, which means
on delivering a fi nal product that is to promotion. Developers have to be opportunities that would have been they only need a 10% deposit. We
constantly upgrading, incorporating more and more creative, cleverly using missed in ‘easier’ years. Every penny guarantee to pay off that 10% over 3
new concepts of technology, security their unique selling points and invest in spent on marketing, inspection trips years from net rental income. Buyers
systems, leisure facilities and design. personalized strategies (exclusive and and other incentives has to come from are off ered 4 weeks free use each
Doubtless to say, quality is only one very well structured) directly to their somewhere, and that somewhere is year, and 8 weeks at 50% off . This is
part of the puzzle and skilful marketing existing databases. Also relevant to normally the end product, so we focus on fully completed, furnished and
is now, more than ever, an element of mention is the importance of the “word on keeping costs to only the necessary well-serviced resort property with all
distinction, and plays as important a of mouse” (clients and companies items and passing on the saving in the amenities up and running. It is also
role in the individual performance of sharing experiences through the social form of the best golf property prices in fully supported by an excellent rental
each resort as our market as a whole. networks – online communication). the Algarve. management operation.
Luis Infante, Diogo Gaspar Ferreira, James E. Harrison, Roger Still, Development Manager,
Managing Director, Horwath HTL CEO, Vale do Lobo Sales Director, Pestana Properties Palheiro Estate
FEB10_OPP_MAG.indd 36 28/01/2010 15:20
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