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THEAUCTIONEVENT.COM.AU
THE EVENT 2020
YOUR GUIDE TO
YOUR SUCCESS
DECISION CONFIDENCE IN
The primary role of a real estate company is twofold that. There is so much involved in the success THE EVENT
when representing a seller in the marketplace. of this program from highly targeted marketing,
The first objective is to present a seller’s property to obtaining finance for buyers, to providing so
to every conceivable buyer in the marketplace to much supportive material that enhances buyers
be sure that we have not only found a buyer, but confidence in the Gold Coast region - all of which FINDING YOU THE
more importantly, to be sure we have found the is built into The Event to ensure outstanding RIGHT BUYER
premium buyer. This is done through a broad- success for our clients who have been chosen to
based, extensive marketing program; sourcing not be part of it.
only active buyers in the marketplace but sourcing
the passive buyer who is usually the buyer that It is the most exciting time of the year to present TAILORED
pays the premium price. properties to the largest audience that the Gold
MARKETING CAMPAIGN
Coast see’s each year and we welcome you to
The second objective is to achieve the highest be part of that program. This booklet gives an
possible sale price, and that is achieved through overview of The Event, although, undoubtedly
competition. Competition is created through the you will have more questions that you would like
auction process which shows the buyers that there to ask and our representative will be delighted to WHAT TO EXPECT
are genuinely others who also want the property answer any questions that you may have. We are IN THE PROCESS
and it puts everyone in a position where they must very limited in numbers that can participate in
pay their best price to secure the property rather The Event and we do provide a broad selection of
than negotiate to secure their lowest price. Gold Coast property and can only have a limited
number of each property type involved, and so it is CONFIDENCE IN
The Event is a national iconic real estate program a case of getting in early to take advantage of this THE RIGHT PRICE
that achieves those two objectives on a scale not opporunity.
seen anywhere else in the country at any other
time in the year. We are proud to be the creator We look forward to achieving great results for
and driver of this concept over the past twenty- you in what is now a well and truly established RAY WHITE
eight years. Australasian one-of-a-kind propert marketing
program.
KNOW HOW
The Event is held in January each year because
this is the month where the greatest number of
visitors attend the Gold Coast for holidays, and it
boosts the number of prospective buyers many FREQUENTLY
folds. These prospective buyers will not know ASKED QUESTIONS
about the property unless clever marketing puts Andrew P. Bell
the property in front of them during their visit. Chief Executive Officer
The Event initiative is very much designed to do
3
THE EVENT 2020
THE EVENT 2020
CONFIDENCE IN
THE EVENT
WHY SELL IN
JANUARY?
The Gold Coast is Australia’s most iconic holiday destination and is a city dedicated to sun, surf
and coastal culture. 28 years ago, we identified a unique opportunity for property owners on the
Gold Coast during the peak tourist month of January. An influx of tourists descends from local,
interstate and international destinations to enjoy 52km of golden beaches, theme parks, luxury
shopping centres, world-class golf courses, award-winning restaurants, upmarket & beachside
bars and glittering high-rises. Here on the Gold Coast, our world-renowned modern city, built
around superb beaches and waterways, shines brightest during the summer months and as
such, proves to be an irresistible city to call home or to invest in, driving demand and therefore
delivering you premium results.
There is no market in Australia that has a more pronounced or compelling period of time for
selling than the Gold Coast during January and you stand to benefit from it with ‘The Event
2020’. The Event is the culmination of the largest and most powerful marketing and promotional TOURISTS VOLUME DEMAND LOCATION
campaign of hand-picked property in the country and has become a significant annual milestone
in the Australian real estate calendar. You can have confidence that ‘The Event’ will be able to Over 1 million The average number A shortage of 42% of arrivals to the
create magnificent opportunities and results for you. people holiday on of people looking properties for sale Gold Coast stay in
the Gold Coast for property in together with low Surfers Paradise so
throughout January Queensland increases interest rates are we make sure your
A comprehensive marketing campaign culminates in bringing together the largest number of with occupancy rates by around 300,000 driving demand and property is showcased
buyers seen each year in one place. It delivers a high-power environment for you to achieve reaching +90% in January producing great results prominently
outstanding results as well as an energetic and positive atmosphere for buyers.
4 5
THE EVENT 2020
THE EVENT 2020
FINDING THE
RIGHT BUYER
NATIONALLY
January provides a unique opportunity to expose
your property to the largest and widest cross-section
of buyers looking for Gold Coast real estate. A large
number of your buyers may come from outside of the
Gold Coast region, so it is important that you have
access to a large database of quality buyers.
Sophisticated target marketing allows us to know where
to place your promotion to maximise exposure with
the most likely buyers. We take advantage of every
opportunity to showcase your property to a prospect
with our team approach.
Domain.com.au research (2019) shows that 55% of
enquiries for Gold Coast real estate came from outside
of the local area with many of these enquiries coming
from people living outside of Queensland altogether.
We don’t just limit ourselves to local buyers, we find
you the best buyer by searching locally, nationally and
internationally. Our role is to create competition by
sourcing the maximum number of buyers and having
them compete for your property.
INTERNATIONALLY
INCREASE IN
The overseas component of the buyers market is
increasingly playing a significant role on the Gold Coast.
The Chinese are making the biggest impact as the
number one group of overseas buyers on the Gold Coast,
attracting approximately 300,000 visitors annually. This
BUYER ENQUIRY
market is significant and we have Chinese staff members DURING THE MONTH OF JANUARY*
to ensure language differences are not a barrier.
6 *when compared to the average number of monthly buyer enquiries (Domain.com.au 2019)
7
THE EVENT 2020
THE EVENT 2020
THE EVENT FINDS
EVERY BUYER
YOUR MARKETING PROGRAM INCLUDES:
TAILORED
MARKETING
AUCTION
CAMPAIGN DIGITAL
MARKETING
PROPERTY
MARKETING
DATABASE
ACCESS
We have designed powerful marketing packages
which are individually tailored to suit your
property and the relevant target audience for it.
We know how to generate maximum exposure
directed at genuine buyers through a variety of
media and sales techniques. Multiple marketing NETWORK PRINT PR &
channels must be engaged locally, nationally and internationally to generate maximum MEDIA MEDIA
ACCESS
coverage for your property and to produce the best result for you.
A competitive atmosphere is created by casting a wide net and securing as much enquiry
as possible. A cleverly constructed marketing campaign not only gives you a distinct
advantage over other properties, but provides you with the confidence in knowing you
have engaged every means possible to create the highest possible selling price.
ONLINE SOCIAL VIRAL
The Event’s exclusive marketing PORTALS MEDIA SHARING
promotion begins right at the peak
of the Christmas holiday season
during the last week of December
and builds up throughout January
towards ‘The Event 2020’ on
the 25th January. A high profile
national marketing and public
relations promotion will run OUR ASIAN OPEN WINDOW
alongside your property campaign NETWORK HOMES EXPOSURE
to ensure that all possible buyers
are reached.
8 9
THE EVENT 2020
THE EVENT 2020
WHAT TO
EXPECT
DAILY COMMUNICATION
Phone calls, emails, text messages, written
reports, face to face meetings
POWERFUL MARKETING
Every dollar invested is effectively targeting
a large group of buyers
PROFESSIONAL PRESENTATION
Photos, videography, brochures and all
marketing collateral to be produced to the
highest standard
OPEN HOMES
Multiple weekly open homes to produce
more buyers
WORKING BUYERS
Creating opportunities by connecting buyers
with your property and responding to all
enquiries promptly
RESPONSIVENESS TO
MARKET ACTIVITY
Constantly re-evaluating the campaign to
YOUR
PEACE OF MIND
achieve the best results
PASSION AND ENTHUSIASM
Your dedicated sales agent and support
teams are always looking out for your
best interests YOU ARE ALWAYS IN TOTAL CONTROL
COLLABORATIVE EFFORTS OF THE Constant communication and a “no-surprises” approach to keeping you well educated all add
RWSP TEAM up to you being in the perfect position to make informed decisions regarding your property.
As well as your agent, a network of other Our approach is always solutions-oriented meaning we can quickly adapt and change the
administrators and professionals work to campaign where required so you can have confidence that you do not under-sell.
funnel buyers to your property
Our team is always there for you, from your dedicated sales agent to our large administration team
working behind the scenes. Our partnered approach means everyone on the team is interested
in achieving a result with maximum energy and expertise to produce a first-rate outcome.
10 11
THE EVENT 2020
CONFIDENCE IN OVER3 million
THE RIGHT PRICE ONLINE PROPERTY VIEWS
The Event has an extremely successful track record of
consistently achieving premium prices and you can have
confidence in achieving the same result for your property.
Demand is strong for properties throughout various
regions of the Gold Coast and we have buyers looking for
all types of property including apartments, houses, prestige
30 years
homes, new developments, commercial, industrial, land and
at this time of year there is also a large demand for boats.
This comprises properties in the lowest price ranges to the
highest, some buyers are looking for investments, some
are looking for places to live in whilst others are looking for
holiday homes. OF AUCTION SUCCESS
We are thrilled by the amazing feedback we have received WITH THE RAY WHITE
each year from our selling clients and we would be very SURFERS PARADISE GROUP
pleased to offer you the same success that so many others
2000 ATTENDEES AT
have enjoyed over the 28 year history of The Event.
There is a limit to the number of properties that can
participate, so if we can be of any assistance in providing OVER
THE EVENT 2019
you with more information specific to your property, please
feel free to contact any of our sales representatives or call
our ‘Event Hotline’ on 1800 198 009.
13
THE EVENT 2020
THE EVENT 2020
FREQUENTLY ASKED
QUESTIONS
CAN I SELL MY PROPERTY Yes you can but there is a price to pay. There are many properties for
WITHOUT ALL OF THE sale on the Gold Coast. This marketing campaign lifts your property
MARKETING? out of the pack and takes it to a higher level attracting the maximum
number of buyers and competition at auction to ensure you achieve
a premium price. It’s a small investment to achieve a maximum price.
APART FROM COMPETITIVE Yes, there are many. The property will be sold cash unconditional,
BIDDING, ARE THERE ANY eliminating sales subject to cooling off, pest and building inspections
OTHER ADVANTAGES OF AN and finance applications. Generally settlement is within 30 days of
AUCTION? the sale. An auction provides the greatest protection to the seller in
putting the conditions of sale in favour of the seller.
I LIKE THE IDEA OF SELLING That is not a problem, particularly in these days of easy communication.
AT THE EVENT BUT I WILL BE We often sell properties for out of town owners and this has no effect.
AWAY ON HOLIDAYS. You enjoy your holiday, we do all the work.
Our property consultants are limited to the number of properties that
LEVERAGE THE HOW CAN I BE SURE OF
RAY WHITE_KNOW HOW
PERSONALISED SERVICE? they are able to market effectively at any one given time. We can assure
you will experience the most professional and personalised service
available in the real estate industry today and we even back that up with
a written service guarantee.
WE CAN UNLOCK A WORLD OF OPPORTUNITIES FOR YOU Actually, we don’t set the reserve until the day prior to the auction. During
CAN I CHANGE MY RESERVE
PRICE DURING THE CAMPAIGN the campaign we encourage offers from all prospects, but we don’t need
Locally, nationally and internationally we have the resources to deliver results.
IF INTEREST IN MY HOME IS your reserve until the day prior to auction day. Part of our personalised
Whatever your property needs are, now and in the future, we are committed to service to you is to provide you with weekly written reports advising of
HIGH?
providing you with an exceptional level of customer service and results. feedback as to where the prospects see value. Remembering everyone
has a different perception of value so we keep you fully informed so that
Our team of experts can guarantee unrivaled levels of knowledge and market insight you can make an educated decision when setting your reserve.
to ensure a better real estate experience for you. Our 200+ strong team covers an
area stretching from Yatala in the north down to Tweed Heads in the south. We
provide a wide range of property services across the Gold Coast and have been DO I HAVE TO SELL IF I DON’T Of course not, you are in total control and make the final decision at
GET MY REQUIRED PRICE? which figure you decide to sell your property for.
awarded the number one sales office in the Queensland Ray White network for 28
consecutive years.
WHAT HAPPENS IF MY Naturally our focus is to sell on the day, but sometimes we have buyers
We are a market-focused, results oriented organisation that delivers dynamic and that cannot purchase under auction conditions due to extenuating
PROPERTY DOES NOT SELL THE
innovative real estate solutions to you. DAY OF THE EVENT? circumstances. If this occurs we still work with all buyers to proceed
to getting you a sale at the best price and conditions. An auction is a
three stage process: a sale can occur in the lead up, on the day or after
EVENT DETAILS the auction.
Saturday 25th January 2020 I DON’T HAVE AN EXPENSIVE The cost of property specific marketing such as newspaper
PROPERTY. IS BEING A PART advertisements are such that they can be tailored to suit any budget.
RACV Royal Pines Resort We have properties ranging from $90,000 in value to multi-million
OF THE EVENT WITHIN MY
Doors open from 10am BUDGET? dollar properties and the individual marketing programs are based
accordingly. Also, a no-cost advantage of listing at ‘The Event’ is the
Alongside the Gold Coast Home & Living Expo huge amount of publicity that comes with being a part of this high
profile property program.
VISIT THEAUCTIONEVENT.COM.AU TO ACCESS ALL THE DETAILS
14 15
Surfers Paradise Prestige Gold Coast, Global Benowa
Apartments and Housing and Administration Benowa Gardens Shopping Centre,
Level 3, 50 Cavill Avenue, Level 2, 50 Cavill Avenue, Cnr Benowa & Ashmore Rd,
Surfers Paradise Surfers Paradise Benowa
07 5538 1555 07 5538 1555 07 5500 1600
Main Beach Southport Sanctuary Cove
23 Tedder Avenue, 40 Nerang Street, 1 Masthead Way,
Main Beach Southport Sanctuary Cove
07 5526 4555 07 5591 1511 07 5577 9999
Commercial Gold Coast and Commercial Southport Hope Island
Industrial Gold Coast Level 1, 89 Scarborough Street, Hope Island Shopping Centre,
Level 2, 50 Cavill Avenue, Southport Santa Barbara Road, Hope Island
Surfers Paradise 07 5552 6388 07 5510 8455
07 5555 8600
Industrial M1 North Gold Coast Property Ray White Marine
270 Lahrs Road, Management Centre Marina Mirage,
Ormeau 26 Railway Street, Southport Main Beach
07 3807 0001 07 5509 6000 07 5528 2338
THE EVENT HOTLINE 1800 198 009
SURFERS PARADISE GROUP THEAUCTIONEVENT.COM.AU
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