38 | OPP AWARDS FOR EXCELLENCE WORDS | Linh Tran Developing quality
Every month OPP profi les the winners of the latest OPP Awards for Excellence…and gives you the real reasons why the best in the business scooped up the prizes and impressed our judging panel of more than 40 global industry leaders. This month we look at who took the prizes in the Best Affordable and Best Luxury Developer categories. Linh Tran reports.
Best Affordable Developer
Gold: Orascom Development and Management
What did ODM say on its entry form?
“Being a subsidiary of Orascom Development Holdings, ODM inherits the same development philosophy of continuous lookout for new opportunities in terms of land selection and idea implementations for the projects we acquire. With this mindset, Makadi’s birth came to place. The concept behind the project was to provide affordable living to hard- working, aspiring people. This stretches from cost of unit to cost of living. Thus the idea evolved to be an integrated, gated community that not only hosts residential units but also hosts multiple services, facilities and activities that vary from necessity to luxury. Having generated the concept of
Makadi, the challenge was to induce it in the appropriate environment where its ultimate purpose rises and be the fi rst of its kind in the area. That’s when Makadi Bay of Hurghada, Red Sea was selected.
Makadi is developed on an area of 3.7 million square metres, just
30km away from Hurghada’s centre, providing its residents and visitors with: • Vast green areas and comprises a hotel, medical centre, school, fi rst sports club in Hurghada and a one of a kind commercial area;
• Nine types of unit, ranging from 57 to 158 square metres. The fi rst residential phases were launched on February 2009 and now few units remain in its fourth phase. The purpose of the project was to
fi ll a gap in a market torn between the poles of luxurious gated residences and governmentally based projects in an area where tourist resorts are of major importance. That is by setting the right standards of how gated communities should be through creating an integrated community that upgrades the middle class life style in a new, non-congested environment, compared to what is currently offered in the city. With starting prices of $33,000 for our units in phase four, our buildings still remain of high quality construction value. With gardens, domed ceilings and roof access, our clients are guaranteed to enjoy similar concepts found in high-end projects. Not only do we provide our units from the Nubian architecture, but we also provide fi rst-class services to residents
What does ODM do?
Developer Orascom Development and Management (ODM), is part of the Holding company (Orascom Development Holdings-ODH, delivering budget residential properties and developing integrated towns in Egypt and the Middle East. Its new project, the Makadi in Hurghada, Egyptian Red Sea, is the first residential and touristic compound in the heart of a prestigious resorts community that will offer a new definition of lifestyle for the middle upper income class. The project is led by a team of 30 dedicated architects, finance as well as marketing and sales staff. The Makadi development has already sold 537 units within six months of launching.
and visitors through the facility management that will be offered once the project is delivered.
Being the only residential tourism project in Makadi Bay - although our prices tend to be higher than average prices of governmental residential properties found in Hurghada - the higher costs are justifi ed by the greenery, quietness and good planning, services that our project provides its residents with in addition to Orascom’s trusted name. Makadi offers 13 payment terms that could suit all preferences. Whether you install on two years or fi ve years, you will receive your unit on the 2nd year of contracting. Our objective while marketing
On target | Orascom’s Makadi aims at capturing a gap in the market
Makadi is to highlight it as the heart of the natural extension of the city, as well as the benchmark in lifestyle. This is translated through showcasing ‘livability’ that Makadi will give to the deserted Hurghada extension and the tourist resorts around it. Makadi’s slogan, which wraps up any communication, is: “Within My Reach.” As we are not a beachfront project and do not want to send the vibe that Makadi is anything but a residential community, our logo and colours are all of earthy grades to visually assist us in sending this message. With upcoming plans to go digitally to the European market and work on SEO, Makadi has shares of interests among those in the UK, through the support we receive from local agents. For clients seeking all year-round sun, cheap destination and/or retirement place, agents can easily promote Makadi to those with such mindset. Our agents receive a full orientation
about the project via product knowledge presentations and site visits if required. Training is also provided to guide on how to sell each unit, what to say to clients and how to say it.
Our commission structure is 1% for individual and 3% for corporate deals. However, there are incentives granted to agents to push sales. Future plans to reward best agents are quarterly, and based on selling ability. Once the contract is signed and deposit is recognized in the bank, agents send invoices claiming commission that is sent to them within 30 days. Makadi has a strict 24-hour policy to get back to enquiring clients. We are developing a CRM to ensure that all client-histories are registered in our system, from preferences of units in their basket to payment timeline and complaints. In addition to internal training and simulations given to our in- house sales team, courses like “Retail Leasing” have been given to them by the MESCC (Middle East Shopping Centres Constitution), to ensure that they are always updated with new selling techniques.
Since launching in February 2009, we have sold over 1,800 units to date. With delivery of our fi rst phase in a couple of months to come, we stayed strong in the market with our promise to deliver 24 months from contracting date a high-quality residential community with the promised standards. The bigger guarantee we offer our
clients and the strength of our company is being a subsidiary of Orascom Development Holdings that is widely known in the European market and has been running for 20 years with increasing rate of trust from people.”
WINNERS
www.opp.org.uk | JUNE 2012
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