LEGISLATION
Green Deal is ‘no silver bullet’
The British Property Federation (BPF) has welcomed the government’s flagship
energy saving initiative but warned that on its own it is unlikely to deliver the revolution in energy efficiency that will be needed for the UK to meet its emission targets. The BPF urged government
to take action to bolster the Green Deal by providing additional fiscal incentives to help make the scheme more attractive; sanctioning a roll out of Display Energy Certificates and giving greater clarity on how the energy efficiency regulations on privately rented property, to be brought in from 2016 and 2018, will work. It is expected that the
regulations will outlaw the letting of all F and G EPC rated properties (domestic and non- domestic) from 2018, and will allow tenants in privately rented domestic property to request energy efficiency improvements from 2016, subject to the improvements being financeable through the Green Deal. However the details of the regulations are to be set out in secondary legislation at a later date. The BPF feels a clear road map could help foster interest in the Green Deal by tapping into fear of obsolescence.
MARKETING Own your own area says DPG
Digital Property
Group (DPG) Business Services has launched a new product to help agents own their area
and win more instructions. ‘Enhanced Marketing’ is available to all DPG subscribers and offers Featured Advertising and Promoted Property. A limited number of Featured
Advertising slots are available at the top of every search within a postcode area; three for
FindaProperty.com and two for
PrimeLocation.com. In some cases, a single agent is now able to purchase all available spots and dominate their area search. Richard Shamsi (pictured), DPG
Chief Operating Officer, comments, “Featured advertising has been severely diluted on many property portals by the sheer volume of available agents per area, there are too many for any brand to gain real standout. DPG’s version helps agents own their area; ideal for winning new instructions and shifting stock fast.
TECHNOLOGY Electronic payment systems
Electronic payment systems for lettings agents are good news for agents. Richard Davies, Chesterton
Humberts’ head of lettings says: “There are some compelling
Green Deal: good idea if it works.
advantages to electronic rental payment systems for agents and tenants, but making a success of these systems is heavily dependent on the system adopted and how the concept is marketed. “The system must be integrated into the company’s financial infrastructure to derive maximum benefit, including reduction of banking charges. Higher net worth, time poor tenants may look for companies offering electronic systems but unless the system is sold into and adopted by the full range of an agency’s tenants it
may not be cost effective. “Getting tenancy paper work
signed by electronic signature is efficient and environmentally friendly, as it does away with paper printing. “Added benefits include no lost
contracts in the post causing delays and security fears or having to sign in front of a witness. The method is secure, as documents are accessed via encrypted links and the recipient has to create a log in and password. When documents are signed and completed they can be viewed via the web, so no need for copies, no risk of losing original contracts. “We have been using Agreement Express by Recombo for two years and it has reduced the time taken for paper work to be returned, lowering the anxiety levels of landlords and tenants alike. The cost savings are significant and easing the stress of securing a tenancy is well worth the investment.”
“If an agent acts quickly, they
can take all of the slots in their area and keep them for as long as they want.” DPG’s Featured Advertising also
offers the ability to customise an advertisement. Advertisers can upload fully bespoke creative to the slot; such as a vendor or landlord offer or their leading position within their market. Richard Shamsi said, “Our customers have the benefit of national marketing investment such as our national TV ads to support their brand promotion which is very much a local matter; enhanced marketing is a perfect example of building their local profile.”
The new
FindaProperty.com TV
advert has quickly won industry recognition, being shared extensively across social media and awarded ‘Ad of the day’ by Campaign magazine and website, The Drum (no relation to PROPERTYdrum). Daily enquiries to member
agents the day after the advert launched reached their highest ever level for a single day, equating to an 80 per cent increase above the daily average in 2011.
NEW HOMES Stamp duty gift
While first-time buyer relief on stamp duty for properties under the £250,000 purchase price will be scrapped on 24th March 2012, Explore Living has stated announced that it will cover the stamp duty for first- time buyers at New Meridian Village, Ramsgate, Grand Ocean, Saltdean and Chrysalis Park, Stevenage, providing a helping hand onto the property ladder.
John Inglis, Sales and
Marketing Director for Explore Living commented, “It is hard enough in this economic environment for anyone to get their foot onto the property ladder. The average age of the first-time buyer is now 37 years and the bank of ‘Mum & Dad’ has been squeezed as much as anyone else. “First-time buyers are the
lifeblood of the property market, which is why we have determined that post 24th March, we will settle the stamp duty on properties priced under £250,000, which are purchased by first-time buyers.” To further help first-time
buyers, Explore Living is also offering its Route 85 scheme to enable them to own their home outright. The 15 per cent share is funded by Explore Living as an interest-free loan to the buyer for up to 10 years. All new home buyers need is
a minimum deposit of five per cent of the property’s value that they are interested in and an additional £1000 to reserve their home, some terms and conditions do apply and Route 85 is subject to availability. The developer can also put
buyers in touch with a mortgage broker who can help arrange a mortgage for the remaining 80 per cent of the value of the property.
www.exploreliving.co.uk
PROPERTYdrum FEBRUARY 2012 7
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