Norwest Vendors Group
(NVG)
Appointment of Licensed Real Estate Agent
4
Contents
EXECUTIVE SUMMARY ....................................................................................... 04
MARKETING PLAN ............................................................................................... 05
METHODOLOGY .................................................................................................. 07
ESTIMATED SALE PRICE .................................................................................... 08
FEES..................................................................................................................... 09
CAPACITY ............................................................................................................ 10
COMPANY PROFILE ............................................................................................ 11
MARKET COVERAGE & EXPERIENCE ............................................................... 12
KEY STAFF ........................................................................................................... 13
4
Executive Summary
Castlehaven is an independent and locally owned business that operates not only a residential sales
section but a strong commercial arm that has played a significant part in property development,
acquisition and land sales for more than 30 years.
This tender comes at a time when Castlehaven is already involved in international negotiations
for the sale of significant development sites and, at the same time, working with several builders
and developers on multi-million dollar land releases not only in the Hills but also country and southern
NSW.
This commercial activity is the backbone of our business and is supported by a staff of more
than 20. Within that team are four senior key figures who will assume responsibility and leadership on the
sale of NVG’s asset.
This combination of local presence and development expertise presents the NVG with an
outstanding opportunity to work with locals who are uniquely placed to sell the Hills and its future potential
to a major national or international development consortium.
Castlehaven is the agency to help NVG achieve an outstanding sale on their site with an expected sale
price of $3,000-$6,000 per sqm. Achievement of this price will be secured through the implementation
of our proven sale methodology and the use of a tender system for the sale.
Castlehaven is also committed to implementing a comprehensive and integrated marketing plan
targeting traditional and modern media. The extensive advertising schedule outlined by us targets
relevant, known media in Australia and the important Asia-Pacific Region.
Castlehaven is a proven leader in real estate, land sales and property development in the Hills area. We
are the team best placed to manage and realise an excellent sale on behalf of NVG.
044
Marketing Plan
Overall marketing plan to achieve the best price possible
Castlehaven proposes a comprehensive and integrated, multi-media marketing plan to reach and engage an
extensive local and international audience.
With campaigns running across social and traditional platforms, interest and competition for the acquisition of
NVG’s site will be strong.
The specifics of the proposed advertising schedule and marketing methodology are detailed below and these
will be supported by negotiations with interested parties already listed on our extensive local and international
buyers database.
With input from our advertising agency ‘SALT Advertising Group’ and our copywriters ‘Leapfrog
Communications’ the communications pieces will be eye catching and highly targeted to reach the desired
market.
See below for the proposed advertising schedule.
Detailed advertising schedule
Publication
Size
Placement
Frequency
Cost inc GST
Sydney Morning
Herald
2 modules high
92x129mm
Saturday
twice
$3543 ea
12x3
120x110mm
Thursday commercial
property section
twice
$4597 ea
Sing Tao Chinese
Newspaper
(National)
13 x 18cm
Weekend Edition Property Section
twice
$ 374 ea
Hills Shire Times
1/4 to 1/6 Page
Property Section
twice
Included
Photoboard
1800mm x 1200mm
section
On site
Until sold
$ 280
realestate.com.au
Premiere Property
Premiere Property
45 days
$4000
Rouse Hill Times
1/4 to 1/6 Page
Property Section
twice
Included
The Australian
Financial Review
05
Detailed advertising schedule (cont.)
Publication
Size
Placement
Frequency
Cost per ad inc GST
Domain.com.au
Premium Plus
Premium Plus
Until sold
$1500
Colour brochures
A4
Unlimited
Included
First2move.com.au
Until sold
Included
Realestate.com.au Greater
China placement including
sites:
•
myfun.com
•
fang.com
•
squarefoot.com.hk
Until sold
Included
twice
$200 post boost
International Websites
Facebook
n/a
Castlehaven
Professional services
Professional artwork and
copywriting for all ads
$3000
Placement and liaison
costs
$1000
Photography – aerial
shot
$300
Expansion of this schedule is available by negotiation and at NVG’s expense.
06
Methodology
METHODOLOGY FOR THE SALE PROCESS
Castlehaven underpins its sales through the implementation of a proven and highly successful
methodology.
As part of this, all our sales have close analysis and effort at key points of the process. They are as we:
develop, implement, measure and finalise the sale.
While the actual methods, tools and activities for each sale may differ slightly this overall methodology is
comprehensive in focusing our attention and efforts into a co-ordinated and successful result for each
and every client.
Proposed Sale
Tender is a style of closed silent auction where price is undisclosed to competing parties. It is supported
by extensive negotiations with known parties from the extensive Castlehaven database. This style of sale
is effective with commercial and international clients and allows the vendor flexibility to consider terms
and conditions suitable to them as well as price.
Develop
Implement
Measure
Finalise
• Collateral
• Advertising schedule
• Interest
• Close tender
• Tender
• Call for tender
• Tender receipts
• Site knowledge
• Engage known buyers
• Key priorities
• Brief NVG weekly
• Liaison with
interested parties
• Advise NVG on tender
offers, their price,
terms and conditions to
support selection
• Brief NVG weekly
• Brief NVG weekly
07
Estimated Sale Price
Estimated Sale Price Range
NVG, Baulkham Hills, is a prime piece of real estate with premier development opportunity within the Hills
District. There are many changes happening to all suburbs in the Northwest corridor. Some are more
evident than others at this stage. Bella Vista and Baulkham Hills has not had a draft LEP yet hence it’s
difficult to give an accurate figure.
5
Fees
Overall Fee
1.4% + GST with 5% reduction for payment at exchange of contract.
$27,300 (including GST) for major metropolitan, international, local and online advertising. Colour
brochures, some local and online advertising costs are included and borne by Castlehaven. This payment
is due prior to the start of the marketing campaign.
5
Capacity
Current capacity to start and deliver the required service in
line with the project timing.
Castlehaven has four senior staff who will be dedicated to the marketing and sale of NVG, Baulkham Hills, from
the beginning of the contract period until a draft is released from NVG to maximise the return based on what it
comes at as. These senior staff members will be supported by about 20 other staff and long-standing
subcontractors with specific skill sets in marketing, advertising, communications, government relations and
stakeholder engagement.
Weekly commitment to project:
Deb Newton & Dave Mills:

Prepare collateral

Book advertising placements, proof advertising before publication proof
advertising before publication.

Provide written update to NVG on project

Availability to meet with and brief NVG on project

Field inquiries, respond to emails and phone calls

Collation of tenders expressing interest
“Senior staff supported by 20 other staff
and contractors with specific skill sets in marketing,
advertising, communications, government relations and
stakeholder engagement.”
10
Company Profile
Company experience, business continuity and financial capacity
Castlehaven has been a leader in Hills District real estate for more than 40 years. As outlined earlier, we have
extensive experience with major land sales to an international market with group assets of more than
$45million. We are experienced with leading major sales and developments that often require many years to
bring to fruition.
As well as its thorough real estate practices Castlehaven has a firm commitment to security and quality in its
information technology division. This means stringent processes to ensure the confidential nature of client
details and timed back-ups of our server files to protect our work and the interests of those we represent.
“Castlehaven has been central to land acquisition and
development throughout the Hills for more than 30 years
and in the past five has sold more than 300 ha of land
worth more than $150 million.”
11
Market Coverage & Experience
Demonstrated capacity to provide national and international
market coverage.
Castlehaven recently marketed a future apartment site in the Castle Hill North Precinct. Due to our
advertising campaign, we have secured the interest of a major international corporation. Whilst specifics
cannot be disclosed due to commercial in confidence, our dealings with this Hong Kong based company give
us enormous capacity to reach further into this international market. We will be supported by the
aforementioned advertising and marketing campaign, which have extensive reach into national and
international markets across a variety of platforms.
“Extensive reach into national and
international markets across a
variety of platforms.”
Demonstrated experience to deal with the selling of such sites in excess of
$20 million
Castlehaven is much more than a local real estate business. We lead the acquisition and sale of major NSW
residential developments to a local and international client base. Recent sales include:
15-19 & 32 Hezlett Road, Kellyville
9.92ha
$22,600,000
2010
21-23 Hezlett Road, Kellyville
4.46ha
$ 8,530,000
2012
25-31 Hezlett Road, Kellyville
8.5ha
$20,200,000
2013
37-39 & 34 Hezlett Road, Kellyville
7.84ha
$17,380,000
2013
16-20 Withers Road, Kellyville
6.47ha
$16,500,000
2013
13-17 Foxall Road, Kellyville
4.20ha
$11,040,000
2014
27-31 Foxall Road, Kellyville
6.56ha
$ 9,350,000
2014
Seaside Boulevarde, Fern Bay 2295
206ha
$17,500,000
2014
Bayswood, Vincentia 2540
30ha
$ 5,250,000
2013
We are also lead negotiators for a 1.196ha site in the Castle Hill North Precinct. This development,
which is similar in size and scope to NVG, Baulkham HIlls, gives us unique connections with serious
local and international buyers interested in multi-million dollar purchases in the Hills District.
12
Key Staff
Castlehaven has a team of 22 personnel skilled in Hills District real estate, land acquisition, land sales and
commercial development. As well as an extensive local team with diverse knowledge and expertise we have a
number of key staff with skill sets specific to major residential development projects, the sale and acquisition of
significant land sites and negotiation with local and international business consortiums.
Castlehaven has been central to land acquisition and development throughout the Hills for
more than 30 years and in the past five has sold more than 300 ha of land worth more than
$150 million.
Staff key to these major development projects are noted in the Returnable Schedule and would lead
Castlehaven’s sale of the site at NVG, Baulkham Hills. Key Castlehaven staff dedicated to this project will
include:
Deb Newton
- Real Estate Agent Licence No. 246735
 General Manager of Castlehaven, employed for 30 years.
 Licensed real estate agent since 1989.
 Responsible for advertising, marketing, production of collateral, staff
recruitment, office WHS, promoting staff development and training, writing
reports for vendors and client liaison.
 Currently lead negotiator in the potential sale of a group of 17 sites which
are set for rezoning to 8 storey apartments, in the Castle Hill North Precinct.
Dave Mills
- Real Estate Agent Licence No.03062601
 Sales and acquisition in real estate for 4 years
 Negotiating deals worth over $300 million in the Northwest sector spanning
from low to high density residential.
 Assist clients in decisions of their investment portfolios by providing growth
solutions of different cashflow platforms.
 Responsible for marketing co-ordination, ad writing and client liaison of his
residential properties.
P 9634 5222
F 9899 2375 A 2A Crane Rd Castle Hill NSW 2154
castlehaven.com.au