As urbanisation accelerates and sustainability becomes a global imperative, Frasers Property has redefined its Sales and Leasing processes to blend innovation with human-centric service.
This chapter unpacks the intricate business functions that enable the company to excel in transacting residential and commercial properties, curating tenant relationships, and navigating regulatory complexities.
By integrating cutting-edge technology, data-driven decision-making, and ESG (Environmental, Social, and Governance) principles, Frasers Property ensures its Sales and Leasing operations are resilient, adaptive, and aligned with the evolving needs of stakeholders across its global portfolio.
Frasers Property’s Sales and Leasing function is a cornerstone of its real estate operations.
It encompasses strategies to drive revenue through property transactions and long-term tenant partnerships.
This chapter elaborates on the detailed business functions that underpin this high-level process, structured to align with the company’s commitment to innovation, sustainability, and customer-centricity.
Focus: Selling residential properties (e.g., condominiums, landed homes).
Market Analysis & Pricing Strategy
Conduct demographic studies and competitor benchmarking to identify demand trends.
Develop dynamic pricing models using AI-driven tools to optimise returns.
Lead Generation & Conversion
Leverage digital platforms (e.g., social media, property portals) and exclusive preview events for high-net-worth clients.
Deploy CRM systems to track leads and personalise follow-ups.
Sales Execution
Facilitate virtual and in-person property viewings with augmented reality (AR) tools for immersive experiences.
Negotiate terms, manage financing partnerships with banks, and oversee sales agreements.
Post-Sale Services
Coordinate handover processes, including defect management and homeowner onboarding.
Offer post-purchase support (e.g., interior design partnerships, maintenance packages).
Focus: Transaction of commercial assets (e.g., office towers, industrial parks).
Portfolio Curation
Analyse macroeconomic trends to align offerings with investor demand (e.g., ESG-compliant assets).
Bundle properties into REITs (Real Estate Investment Trusts) for institutional buyers.
Stakeholder Engagement
Partner with brokerage firms and host investor roadshows in key global markets.
Provide tailored financial modelling and ROI projections for high-value clients.
Transaction Management
Manage due diligence, legal documentation, and seamless transfer of ownership.
Focus: Maximizing occupancy and tenant retention across residential and commercial portfolios.
Residential Leasing
Deploy digital tenant portals for lease applications, payments, and service requests.
Implement flexible lease terms (e.g., co-living arrangements, short-term rentals).
Commercial Leasing
Curate tenant mixes to enhance asset value (e.g., anchor tenants in retail malls).
Structure triple-net leases for industrial properties, transferring maintenance costs to tenants.
Lease Administration
Automate rent collection, lease renewals, and escalations via PropTech platforms.
Conduct regular tenant satisfaction surveys to reduce turnover.
Client Segmentation
For targeted engagement, categorize clients by profile (e.g., investors, end-users, SMEs).
Loyalty Programs
Offer tiered benefits (e.g., priority access to new launches, discounted leasing rates).
Dispute Resolution
Resolve tenant-landlord conflicts through mediation and transparent communication.
Digital Campaigns
Utilise data analytics to optimize ad spending on platforms like Google Ads and LinkedIn.
Showcase sustainability certifications (e.g., BCA Green Mark) in branding.
Experiential Marketing
Host pop-up events in retail assets and virtual reality (VR) tours for international buyers.
Regulatory Adherence
Ensure compliance with local tenancy laws, strata titles, and foreign ownership restrictions.
Audit lease agreements to mitigate risks (e.g., clauses for force majeure events).
Documentation Management
Digitise contracts using blockchain for secure, tamper-proof record-keeping.
Revenue Optimisation
Monitor cash flow from sales deposits and recurring leasing income.
Hedge against currency fluctuations in cross-border transactions.
Budgeting
Allocate resources for sales incentives, tenant improvement allowances, and marketing.
PropTech Integration
Implement AI chatbots for 24/7 customer inquiries and smart building IoT systems.
Use predictive analytics to forecast leasing demand and vacancy risks.
KPIs & Reporting
Track sales conversion rates, occupancy levels, and tenant retention metrics.
Generate real-time dashboards for executive decision-making.
Green Leases
Include clauses promoting energy efficiency and waste reduction.
Certifications
Pursue WELL or LEED certifications to enhance asset appeal and rental premiums.
The Sales and Leasing functions at Frasers Property are far more than transactional processes—they are strategic pillars that bridge market opportunities with long-term value creation.
The company fosters trust and loyalty in every interaction through meticulous residential and commercial sales strategies, agile leasing frameworks, and robust customer relationship management.
Frasers Property stays ahead of industry disruptions by embedding sustainability into lease agreements, harnessing PropTech for operational efficiency, and prioritizing real-time performance analytics.
These efforts are underpinned by a commitment to compliance, financial prudence, and innovation, ensuring the organisation meets and exceeds stakeholder expectations.
As the real estate sector evolves, Frasers Property’s Sales and Leasing operations stand poised to capitalize on emerging trends, deliver sustainable growth, and reinforce its leadership in shaping vibrant, future-ready communities.
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