SIMA confirms that the sector has entered a period of normality and stability
The new edition of the International Real Estate Exhibition in Madrid (SIMA), which closed today at 3:00 p.m., has confirmed that the sector has entered a period of stability and normality in the behavior of both supply and demand . This is the majority opinion of the questioned exhibitors, who also highlight the profound change in the profile of the current home buyer.
“It’s not like it was before,” says Miguel Ángel Barasona, commercial director of Quabit. “The middle class now aspires to choose where they want to live, whereas before they had to settle for what they could buy according to the money they had. Now they have the capacity for decision, that is the big change,” he concludes. A symptom of this change can be seen in the amount of information that visitors come to SIMA’s stands, as Cova Fernández, Communication and Marketing Manager of Magnum & Partners, warns: “In this SIMA it is clearly being noticed that the buyer Is very interested, does not come to walk and is very clear what he wants and this is usually an immediate need. ” An opinion also shared by José Antonio Conde, Sales Coordinator of Via Célere, for whom “SIMA receives a very defined public, who has very clear what they want and goes to very specific areas.” Meanwhile, María Luisa Arilla, commercial director of TM Grupo Inmobiliario, adds a nuance, that “in this fair the customer has much more quality than the one that goes to other fairs dedicated to the residential product of Spanish coast, such as those that are Celebrated, for example, in Norway or Belgium. “
This new buyer profile is also changing the way you relate to it. “In this edition of SIMA we have been able to verify that the clients are more and more thorough, they are very clear which house they want to buy, the impulsive purchase is no longer given and that forces us to do things very well for them to choose us,” he says. Luis de la Orden, commercial manager of New Work in Madrid of Neinor. In the words of Miguel Ángel Barasona, from Quabit: “There is an atmosphere of change, no doubt.” And to face this new reality, SIMA is a powerful marketing tool, as the exhibitors recognize.
“We have been coming to SIMA for several years and for us it is a good formula to increase the knowledge of our brand, so that potential customers know us and know what we are doing. And we always have very good results,” says Ane Sarrionandía, director of Marketing of the Basque promoter Amenábar. A similar argument is made by Julio Fernández, commercial director of Grupo Baraka, whose company goes to SIMA with the main objective of “informing the group and projecting the company from a more institutional perspective.” In this sense, we consider SIMA to be a Great showcase to get it “
Also, Cova Fernández, from Magnum & Partners”It is important for us to be here to present our new lines of business, our new corporate image and our new website. In addition to selling, this time we also wanted to have a more corporate reflection and make the sector aware of these changes. “Carlos Jurado, commercial director of Gestilar, emphasizes, above all, the value of the fair as a channel to evaluate The market. “We almost impose ourselves as an obligation to come to SIMA. We like to come to this fair, it is almost a celebration. It is an ideal forum to interact with professionals and with people, know their interests and maintain a closer and direct relationship. “” Being at SIMA is a strategy to create a brand, “concludes María Luisa Arilla, TM Grupo Inmobiliario.
As a result of the compulsory purchase, the new buyer is now much more thoughtful and informed, as José María Martínez, commercial manager of BBVA-Anida, points out: “In a big percentage, the public that has approached our booth at SIMA knew the product We have been informed. ” Ane Sarrionandía, by Amenábar, also calls attention to this issue, stating that “many of the people who visit us at the fair come to us with brochures of some of our promotions or relatives or friends who have spoken very well about how we work”. An audience, in general, “of quality, with clear ideas”, concludes José Antonio Conde, of Via Célere.
In terms of their typology, the two main groups were those formed by young people up to 35 years and between this age and 50 years, who are looking for their first home or another replacement, respectively. “In our case, preferences have been oriented towards the north of Madrid and within the city, Villaverde and Madrid River,” says Jose Maria Martinez, BBVA-Anida. In the case of Neinor, the requests have clearly chosen the replacement housing, as Luis de la Orden explains: “We have mainly cared for people who have their own home, but want to replace it. But they are looking for high quality levels, breadth, good qualities and specific locations. ” Radiography almost by Carlos Gesture’s Jury: “We have mainly cared for families with two or three children, who needs a large house, three or four bedrooms.”
And is that the replacement housing has been, without a doubt, the main star of this edition of SIMA. “Our buyer here is mostly being repossessed, people who want to sell their house and want to find a better home. People who bought a house by price already did it last year or two ago, now buyers come to find the house Of their dreams, “says Álvaro Marcos de Aedas Homes. In contrast, exhibitors such as BBVAAnida, or Básico Homes have attended, above all, requests to acquire a first home. In the words of Saulo Valderrábano, from Básico Homes: “Couples with babies looking for a residence to be their habitual home”.
Shopping for the purpose of investing has been another motive for many of the people who have visited the fair, as Ane Sarrionandía points out: “In our case, these investors have been interested in smaller flats, especially in the center of Madrid And that at times they acquire more than one “. Housing investment, but also a second home, a segment that is again among the preferences of visitors to SIMA, as Maria Luisa Arilla of TM Grupo Inmobiliario says: “Until relatively recently, our majority buyer was abroad, Is still still, its share in sales has already dropped to 70%. ” Aliseda has also noticed this upturn, as pointed out by Fernando Elvira, Director of Corporate Marketing. “Our buyer has been looking for a medium-sized, two-bedroom apartment near the sea, with good views and prices according to their qualities. This is a product that families and couples especially want new”.
An increasingly international fair
An increasingly international fair The presence of international exhibitors has increased six-fold in 2017 compared to 2015. The revival of our real estate sector and the recovery of our economy explain this renewed interest in Spain. This has been the case for the very large delegation from Argentina, which has come to SIMA as a guest country. “In Argentina we are starting a path of recovery of international destinations and the beginning had to be made in Spain and, specifically, in Madrid,” says Horacio Cacace. “We did not come to SIMA in order to close operations, but rather to make a mark and position ourselves, and in that sense, we are very satisfied. Put the seed and in the next we hope to open doors and collect fruits, “he concludes.
On the other hand, Inés Berroeta, of Grupo Cervera Real Estate, values very positively its presence in SIMA, “since we have made very good contacts, besides allowing us a good networking and to make ourselves known”. The promoter, with numerous projects in Miami has mainly addressed investment requests “from very potential clients”. For María Alejandra Rodríguez de Brickell, her presence at SIMA has also been successful. “We have made a lot of international contacts, especially from Mexico, Argentina and Venezuela, from investors to 50% private and institutional. We will certainly repeat the experience next year.” Finally, Eduardo Durán, from Uruguay’s Open Door, says that his participation has served “to make many contacts in Spain with real estate and direct investors. We left the fair with very positive feelings.”
Source: Inmodiario.com
