FEBRUARY 2011 |
www.opp.org.uk
CARDEA Developer profi le
Plus we have built up expertise in this area with good contacts within the government, as well as law fi rms, banks and developers in the region. We have a reputation for success.” The development offers a great
opportunity for the overseas property market according to Basire and Cambridge ... and they are looking for business partners to work with. “There are mortgage schemes available for purchases through our network of contacts within the region. We have managed to secure borrowing rates as low as 3%, which is a coup for the Caribbean region.” Also, they add: “We have an international marketing program in place for Sugar Beach. It has already had some amazing PR coverage in Canada, Germany and the States, with more coverage in the pipeline. We also advertise online and offl ine in these
“We have managed to secure borrowing rates as low as 3%, which is a coup for the Caribbean”
markets. This year has seen serious interest from buyers throughout the world and, in a time when media is digested across the globe, it’s essential to consider all markets. We are working with high-end specialist agents worldwide. We are always interested in working with others who are hungry and have the knowledge and diplomacy that sales at this level require.” The last year has been a diffi cult time for the property business, and the founders of Cardea acknowledge that they entered the market at a low point. “Starting a property business in this market is a bold move and getting results in this economic climate means that we have to think laterally and be inventive. We have had great sales results this year and decided if we could get through this we could get through anything,” they say. Their success is due in part to a strongly defi ned unique selling point. “We offer a complete understanding of both the product and the island we are selling. Our services range from bank fi nancing and land sourcing for developers to pre-sales and the establishment of marketing collateral,
Top dollar | defi nes every aspect of the Sugar Beach development where prices range from US$ 2.4 to US$9 million.
through to sales aftercare for property purchasers from all over the world. We devise and manage international marketing strategies as well as being proactive in creating brand awareness of the product to a worldwide audience. “Cardea has a superb network of
contacts throughout the Caribbean region, ranging from local lawyers and award-winning architects to heads of Government. We tailor our services to match the vision and requirements of both developers and purchasers alike. “We are both specialists in our
fi elds and bring a driven approach to innovative marketing styles and honest sales techniques. We have a proven track record in the Caribbean and Europe and our enthusiasm sets us apart from our competition.” A lack of meaningful competition has also aided their success, and came as a shock to the two women: “We have been surprised at how little competition we have! The big agencies aren’t interested in looking at the merits of individual developments and seem to focus only on popular mass market destinations that are an easy sell. Plus most agencies just focus on marketing or selling - rather than creating a comprehensive package for the client including defi ning the product, pre-
sales and post-sales, putting in place the onsite sales team and importantly, the sales aftercare.” So what has Cardea got planned for
its second year of operations? “We are launching two new developments, one in Anguilla and one in Dominica this year. The fi rst part of the year will be devoted to defi ning the product - working with architects, hotels, lawyers and banks to create a desirable product that is also profi table to the developer. “Then setting up all the necessary marketing collaterals for the launch along with establishing a sales team on site. “We are always looking for the right
project in a unique location that has all the elements for success. In today’s market, buyers can afford to be choosy and developers have to be market savvy whilst also making a profi t. For us to take on a project it has to be ‘best in class’ in terms of the build quality and location. It has to be backed by a dynamic developer who is in a strong fi nancial position and already has, or is willing to employ, an experienced team. “We aim to be the name that they go to because they trust us to have done all the hard work and due diligence for them.”
SUGAR
OPP INTERVIEW Cardea | 65
BEACH The Residences
• is a collection 42 luxury properties on the South Wet coast of Caribbean island St Lucia.
• is located on the site of an 18th Century sugar mill estate.
• off ers two and six bedroom properties, with prices ranging from US$2.4m to US$9m.
• is one of few developments within a UNESCO world heritage site ... sustainability and conservation have been fundamental criteria in development decisions
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