JUNE 2012 |
www.opp.org.uk Best Luxury Developer
WINNERS OPP AWARDS FOR EXCELLENCE 2011 | 41 Silver: Melford Unique Homes
What did Melford say in its entry form? “Luxury is a word often used and rarely justifi ed. At Melford Developers we take the concept seriously, ensuring that luxury is inherent in every aspect of our business. We have become quickly established in Limassol, in Cyprus and internationally as the company who view luxury as a hassle-free lifestyle choice and we do everything in our power to achieve this for our clients. In construction quality Melford has few rivals. Having acquired our own contractor, Domcons Ltd, and with in-house qualifi ed engineering staff, we are able to source and use the best materials. At each stage photographs are taken to give total transparency in line with specifi cations. If they can’t see materials, clients know what goes into their home: quality Cyprus concrete, European rust-resistant steel, patented recycling water systems, Italian and Lebanese marble, Mitsubishi air conditioners, Villeroy and Boch sanitary ware, Hansgrohe taps, Tenby light furnishings, Miele goods…all premium brands. Moreover, our hassle- free policy allows clients a choice of self-specifi cation or provision of a turn- key project with the Melford guarantee of no hidden extras and a one week commissioning period.
Though we have successfully delivered both commercial and residential properties, we have chosen unique homes to demonstrate this award’s criteria. Three villas, one complete and two under construction, are located in a relaxed up-market residential enclave just fi ve minutes from the beach, attracting clients away from the noisy coastal tourist area. As in all Melford locations, this too offers
value for money as a developing area. While the 10-year old villas opposite are valued at €1.5million, the Miami- styled modern unique homes with the same plot size are marketed at €1.8million, an excellent price against the market.
Each unique home is exactly that,
with different fl oor plans, private mosaic lined pools and indigenous fast growing planting to ensure privacy. Each provides four bedrooms, jacuzzi bathrooms, children’s rooms designed with high safe windows, vacuum double glazing for optimum insulation supplied by the contractor responsible for glazing Larnaca Airport, photovoltaic cells, CCTV, a roof garden with mountain views, spacious basements with sauna and housekeeper’s quarters, even an area for wine cooling. For Melford, luxury is based on the thought put into a home for lifestyle, from green orientation through to external shade and security perimeters.
“Our developing chain of agents reaches from Russia to America and Europe to China”
To attain any Melford property, clients can rely on several fi nancial packages. With close contacts in all Cyprus banks, Melford will personally introduce clients and assist them in gaining a low-rate loan. Alternatively, Melford extends its own loan scheme to clients with up to 30% fi nance for two years, variable against the bank rate and client risk. Melford also employs a commonly used practice where we set up a project-owning company that the client purchases, saving them 15% VAT and 8% land registration fees.
What does Melford do?
Melford Services Ltd, established in 2000 as part of Melford Group, is the developer of high-end commercial and residential properties in Cyprus. The company differentiates itself by providing custom-built properties that fulfill client’s needs and incorporate their creative preferences to the project design. The team consists of highly experienced architects and engineers who adopt the most advanced technologies and exclusive modern design with extended quality to every project they undertake. The company is committed to treating every client with extra care, creating a comfortable lifestyle for clients.
With Melford’s in-depth knowledge of fi nancial plans, clients both rely on and utilize this accessibility to purchase easily.
Clients come to Melford because they trust us to deliver what we say. Our accuracy in our marketing material is down to the exact square-footage and our CGI images are precise in their representation. Our stress-free approach to the premium market is suffused into our marketing strategy putting luxury within easy reach of clients. We work with international agents, providing timely updates and sending them well- produced professional material. By using the same graphic designer we protect our image and although we publish in English and Russian, we present visual-based information that cuts across language barriers. We also have articles in select Russian lifestyle magazines, the Cypriot press and international media. We employ SEO and by purchasing special positioning on
www.prian. ru, we gain high search-engine status, allied with Twitter and Facebook as responsive marketing mechanisms. Our own web site is built to fulfi l the needs of optimisation and navigation with a section on construction progress
updated monthly to allow clients to view the evolution of their property. Our commitment to our sales
staff is based on mutual respect and common ground, as we all believe whole-heartedly in Melford’s quality. Our developing chain of agents reaches from Russia to America, Europe to China, many having joined us at this year’s FIABCI world meeting in Paphos. We support them through
exhibitions, personal training, project visits, an annual agents’ meeting, our CMS database and remuneration of 3-8% (agreed before the agent commits to marketing) always payable on receipt of contract and deposit. In concentrating our full efforts into the luxury market we gain higher profi t margins of 25-30% and we can add fl exibility to our contracts. Knowing that Melford provides a two-year construction warranty and a guaranteed delivery of the Certifi cate of Final Approval is reassuring for agents and clients, but the fact that clients can wait to transfer title deeds for up to fi ve years, allows that steep 8% charge to be deferred.
Owning a Melford property invites clients into the Melford Family, our unique customer service scheme. We can advise on immigration status for our client and their family, fi nd schools, housekeepers, gardeners … even a car. In head offi ce, multilingual employees undergo continual improvement training. Our engineers, who answer maintenance queries within one hour, 24/7, are trained in Russia where technical updates appear faster than in Cyprus. Our customer service department processes every query. Sales staff visit properties on a regular basis to inform our continual improvement programme - for example, Unique Homes were initially built with other bathrooms but the marketing department felt they were not luxurious enough and had them replaced with premium brand names.
Window of opportunity | Luxury is based “on the thought put into the a home for lifestyle” for developer Melford Services
Instead of any formal audit process, the relationship between Melford and our clients is responsive to suggestion and proactive to personal needs, reinforcing our reliable approach to luxury development”.
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