The team at Laver Residential Projects is fast being recognised as one of the top three project marketers in Sydney, chalking up 625 apartment sales totalling $700 million in its first two years.
Laver’s success is no surprise‑co-founders, Dennis Vertzayias and James Lampropoulos share over 55 years industry experience, mostly spent project marketing some of Sydney’s highest profile new developments.
In 2019 the duo saw a gap in the market to provide residential developers far more ‘specialised’ project marketing services.
“We felt there was complacency in the market. It was a ‘one size fits all’ approach and developers just weren’t getting the sales expertise and value their projects deserved,” Vertzayias said.
A part of the Laver proposition is at the frontline of sales, which is where you will mostly find the company owners and senior directors, servicing day to day enquiry and closing sales.
This level of expertise on the showroom floor is what developers need as their ‘eyes and ears’ to the market.
Laver says they are also renowned for their sales strategies and the way inventory is managed, sold and protected. It's a critical component of project marketing, particularly when selling ‘off plan’, and one which Laver believes is too often overlooked.
In a high-end project known as Solstice in Cronulla, Laver achieved $45,000 per sq m, eclipsing the previous benchmark of $37,000 per sq m, with one apartment selling for $9.25 million.
Nearby at Heathcote, they sold an entire development of 55 properties off plan in less than six months, achieving more than $1.3 million for an apartment and setting new records.
At Elizabeth Bay in Sydney's East, despite lockdowns, Laver achieved 90 per cent sales ‘off plan’ in the first few months, achieving $8.5 million for one apartment, setting a new price record at the time for a non-view apartment.
The company are building a reputation for not only selling out developments but also achieving maximum prices, primarily through their exceptional selling abilities, meticulous strategy and effective inventory management.
Laver has established a high calibre team of experts across their business. Project marketing veteran, Sam Elbanna, who has sold more than 5000 new apartments across Sydney, is one of Laver’s project directors and is currently managing two major projects—Wentworth Point and North Strathfield.
In recent months, under Elbanna’s guidance, these projects have achieved more than 90 apartment sales.
John Faulkner, ex Meriton company secretary and chief financial officer with the Triguboff family office, was recently promoted to chief executive.
Faulkner brings more than 20 years property, financial and senior management experience to Laver.
Clayton Ross, again with over 20 years’ experience, has also joined Laver’s team of project directors.
As a former sales manager at CBRE, Ross oversaw several thousand apartment sales across Sydney. “This is the calibre of expertise Laver have on the ground selling and managing our clients’ projects,” Lampropoulos said.
Another recent announcement for Laver is that Casey Woods has joined the Laver team as head of marketing.
Woods was formerly the key account director with Domain, managing hundreds of campaigns for developers across NSW.
Through hard work and team collaboration, Laver’s vision to raise the standards in project marketing are being realised, Lampropoulos said.
“Our company continues to invest in quality people, the most innovative technology for our clients’ projects and, most recently, we acquired state of the art premises in Surry Hills.”
“The company is excited to soon be launching new projects in Blakehurst, South Hurstville, Little Bay and across the Inner West.”
For more information about maximising the value of your next development, contact Laver Residential Projects at info@laver.com.au.
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