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MAY 2012 |www.opp.org.uk


with other countries, but that it would do better if the property market was more competitive, especially in terms of funding availability and marketing. The government needs to encourage the mortgage sector and target the 55+ market through increased lifestyle


“There are good signs of a recovery with exports up by 13.5% in January this year alone”


marketing, he said. His Excellency, João de Vallera,


the Ambassador of Portugal in the UK and Honorary President of the Portuguese Chamber, took up this challenge too when he opened


BUSINESS


the event. “We have good signs of recovery and readjustment in the private sectors with an increase of exports by 13.5% in January this year alone” he said. “The reduction in bond interest rates is a positive response to how we are tackling the restructuring of our economy”. And conference chairman, Dr.


Jorge de Abreu of Abreu & Marques e Associados, was especially encouraged by the presence of a top politician. “Having the Secretary of State here at the conference for the fi rst time shows how attitudes are changing in the Portuguese Government,” he said, adding that the country’s leaders are obviously now “trying to serve its citizens, rather than the other way round.”


What do buyers want? Location and access. 45 sq.m


Developer profi le


NEWS EXTRA PORTUGAL | 33


Looking east | The government wants to unlock new buyer markets in Asia


And The developers need to:


Wht do buyers want? Type of property and preferences.


Source: Savills 45 sq.m


1. Be professional (efficiency and methods), humble (accept there are others better than us) and offer realistic (pricing); 2. Attract and train young talent to the industry, mostly in marketing and sales; 3. Be creative in sales and market- ing. Produce attractive promotional materials, in different languages; 4. Study each different market, and apply a different strategy per market; 5. Carry out realistic SWOT analy- ses…understand the negatives of the industry; 6. Capitalise the industry (more capital less bank debt); 7. Consider mergers in case of similar products/companies; 8. Consider associations (regions, products, promotional campaigns, sales);


Source: Savills


9. Anticipate the potential PR ben- efits and opportunities involved.


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