Over a 3-day period, the show attracted nearly 11,000 visitors and boosted sales significantly for many of the 130 exhibitors. Within the estimated £100 million plus revenue and benefits attributed to the show, one company has revealed extra sales of £12.3 million.
Country and Metropolitan, a specialist re-developer of Brownfield sites reported sales of £12.3 million over the weekend; with similar outstanding results achieved by C & M Homes (£7.5 million) and Specialist Property Investments Ltd. (£3 million).
Elizabeth Williams, Sales Manager at FPD Savills remarked on the great success they achieved at the show by reserving 15 apartments at a development in Manchester, with a further 10 serious expressions of interest.
She commented: “We came to show London what Manchester has to offer and it was clear that educated investors appreciated that at present the North offers more attractive returns.”
International Sales
Not only was success achieved in the UK property market, notable sales were made by international exhibitors from as far as Australia, South Africa, Eastern Europe and China. Andy Farrow, Managing Director of international specialists Amiron Property Investments had a “truly staggering response from investors interested in the Czech Republic.”
Clare Duggan of Specialist Property Investments Ltd. who achieved 350 sales leads and 40 future property sales as well as £3 million in show sales said that in comparison to any other lead generation program, exhibitions are a relatively small outlay for the potential return they can provide, not to mention the value they add in building brand awareness.
“Shows offer focused buyers a total ‘property buying experience’ where they can come to the stand, talk to people, see designs and be part of things on a larger scale rather than walking into an office off the street and picking up a brochure. In this respect, exhibitions are a way of truly adding value to the customer.”
Nick Clark, Managing Director of Homebuyer Events, organisers of the Property Investor Show and Homebuyer Show can confirm the growing popularity of exhibitions: “Most show visitors are in the right frame of mind to buy and are open to finding out about new opportunities, and more often than not, the decision makers are there together. People are becoming more comfortable with this style of buying property. We hope to build on the success of this show with the Homebuyer Show in March, which will also appeal to the investor market.”
Nick Clark advises: “A dynamic display, manned by equally dynamic, knowledgeable people can certainly set one exhibitor apart from the others. Staff training and preparation, as well as post-show contact with stand visitors and potential buyers are essential to delivering results.”
Exhibitions are without a doubt, the way forward for property marketing. With such a wealth of information available under the one roof, investors no longer need to search far and wide to make a decision on what and where to buy to maximise their investment. At a time when investors are so enthusiastic and hungry for information, it is important for property professionals to make the most of this rare opportunity and put their best foot forward to capitalise on their attention while they have it.
Homebuyer Show
The Homebuyer Show is being held at London’s Excel Exhibition centre between 5th and 7th March 2004. For further details on seminars, exhibitors and other important information on the Homebuyer Show, visit www.homebuyer.co.uk.
