Analysing the Suburban Land Agency Sales Model

The ACT-based Suburban Land Agency (SLA) has a significant land release program that will provide a range of housing options. The current sales agency model saw SLA partner with local real estate and project marketing agencies to sell land across four communities on their behalf.  

As market conditions changed, SLA engaged Property Republic to:  

• review their current sales model 

• explore what sales models other similar government and private developers were utilising 

• provide recommendations on the pros and cons of an in-house sales model 

• provide options for selling built form and affordable housing products 

The Approach

The approach for this Sales Model Review involved: 

• Desktop research 

• Visiting SLA and competitor projects to analyse the on-site experience 

• Exploring and reviewing different sales models  

• Providing recommendations based on the findings 

Judi met with Deputy Chief Executive Officer Neil Bulless and Director of Sales & Client Services Julia Forner. The two provided an overview of the ACT market, each project, and the competitors.  

Reviewing the Customer Experience  

Property Republic conducted desktop research to provide a baseline on the customer experience received at SLA and competitor projects. They made an enquiry using a range of different methods including: 

• project website 

• Suburban Land Agency website 

• sales agent website 

• allhomes.com.au 

• builder website 

• telephone 

Property Republic then rated each project on the following areas of service: 

• sales consultant’s ability to handle the enquiry 

• level of confidence that the consultant would find a solution 

• overall experience 

Project Review  

Judi visited the ACT for a two-day review of all SLA and competitor projects, and spoke with several builders.  

Projects included in the review were:  

• Denman Prospect  

• Ginninderry 

• Googong  

• South Jerrabomberra  

• Taylor 

• Throsby  

• Wright 

• Coombs  

The project review involved thoroughly analysing the sales office and site presentation, signage, and on-site customer experience of each project. Recommendations were documented and provided to the SLA team. 

Review of Sales Models 

Judi spoke with several developers, project marketing agencies, development managers and representatives from other Government land organisations on the east coast to gain insights into their sales methodology and resourcing model. 

The Results  

A comprehensive report with recommendations was produced and delivered to the SLA team, and the possibility for exciting changes for was outlined. 

Ultimately, it was recommended to internalise the sales team and this recommendation was accepted and has been implemented by the Suburban Land Agency. 

Read more about how Property Republic worked with the SLA team to develop an exceptional customer experience strategy here.