Laver Chalks Up Impressive First Year

Sydney’s newest project marketing agency, Laver Residential Projects achieved a staggering 260 new apartment sales within 10 months.

Led by industry leaders Dennis Vertzayias, the former head of Colliers NSW Residential Project Marketing, and James Lampropoulos, a former Meriton project director, Laver Residential opened in early 2020.

But nothing could have prepared them for their first year of operation.

“Coming off the back of a year filled with widespread uncertainty, we are absolutely delighted by what our team has achieved and the strong sales results we have delivered for our clients,” Vertzayias said.

The duo has more than 50 years combined industry experience and are regarded as two of the most experienced project marketing operatives in the industry.

“Laver was established to provide more value to developers and deliver better sales results, and despite the challenges this year, we have achieved this,” Vertzayias said.

In a challenging market where every sale counts, Vertzayias says Laver is able to consistently deliver the sales results their clients need, by the manner in which their model functions.

“We are a privately-owned business, where the owners are entrenched in the process, fully committed, hands on, we are close to every bit of detail, we are fully invested in the outcome, just like our clients,” Lampropoulos said.

“In the current market what has traditionally been considered best practice is not good enough, we have strived to raise the bar in project marketing and deliver developers far better value, regardless of market conditions.

The company managed projects right across Sydney Metro this year, including in The Rocks, Roseville-Chatswood, Surry Hills, Campsie, Miranda, Sutherland Shire, The Hills, Bondi Beach, Norwest and Strathfield, on behalf of both Institutional and private clients.

“We are constantly thinking outside the square, collaborating as a team, always looking at new initiatives to keep driving sales. This is what we are passionate about, we live and breathe sales,” Vertzayias said.

In the last quarter alone, Laver made more than $65 million in off-plan sales, including in sales launches for Twenty Hall at Bondi Beach for Taylor in the East, where new price records were established, at Heathcote Grounds for Pariter in the South, at Seymour’s Residences for Keco Group in the North, and at The Harrington Collection at The Rocks Sydney, for developer Hanna’s and Golden Age.

Off-the-plan sales have been more challenging this year, but Laver has chalked up some notable results—including the sale of five separate off-the-plan apartments sold across various projects for over $5 million each.

“The results are also a testament to the resilience of the residential property sector. Despite a global pandemic there was continued confidence to trade both at the retail customer level, but also at the developer level, with incredible demand for land sites and future development investment,” Vertzayias said.

“Australia, and in particular NSW, has so far passed the global confidence challenge with flying colours by the manner in which we managed the pandemic; our country, our economy and our government will be seen as an even stronger safe haven, we sense strong growth in the near future; we are very excited about 2021 and beyond.”

Lampropoulos noted that both the affordable and prestige ends of the market had performed well in 2020.

“At the lower end we are seeing strong enquiry where buyers are ready to pounce, taking advantage of First Homeowners grants and numerous concessions on offer,” Lampropoulos said.

“In a continued low interest rate environment, this makes potential repayments less than paying rent, so we are seeing a marked increase in sales at the affordable price band.

“By contrast, at the upper end of the spectrum we are also seeing strong demand for luxurious apartments with strong enquiry from well-heeled local owner occupiers and ex-pats seeking luxurious, well located properties with prices ranging from $4 million to $7 million,” Lampropoulos said.

The pair agree the outstanding results achieved in 2020 are a result of hard work and dedication, but also a high-performance team culture, oriented around highly effective, intelligent selling techniques, and highly-strategic, fully customised project marketing campaigns.

“We have grown our team from five to 15 during the pandemic and have welcomed on board several high-profile operatives, some out of the corporate sector,” Vertzayias said.

“We have recruited a dynamic sales team and have handpicked some of the best sales agents in the marketplace. At Laver, we only want the most experienced, professional and highly effective sales agents at the front line of all our projects.”

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