Experience, Fresh Approach Equals $550m in Sales for Laver

Specialised project marketing firm Laver Residential Projects has chalked up an impressive $550 million in sales since it began operation last year.

Laver has operated in the challenging Covid-19 environment from the outset, but despite this, Laver’s nimble model, hands-on approach to sales and highly specialised agents on the ground has resulted in sell outs for seven Sydney residential projects including in Bondi Beach, Thornleigh, Campsie, Baulkham Hills, Miranda, Heathcote and Strathfield.

Laver was founded by property professionals Dennis Vertzayias and James Lampropoulos, who together have more than 55 years of industry experience.

Laver says it is is Sydney’s most rapidly expanding privately owned project marketing firm.

“We established Laver to provide developers highly customised sales strategies which provide far better value,” a spokesperson said.

“At Laver one size definitely does not fit all. Our strategies are fully tailored to an individual project’s needs, more aligned with the current market, and provide expert highly skilled senior level agents on the ground.

“From the outset our sales strategies have the developers end game in mind, we plan and execute strategies that sell out an entire development on time.”

During the pandemic, Laver recruited several highly experienced industry operatives including Sam Elbanna, an industry veteran and founder of CPM Realty; John Faulkner, a former executive at Meriton; Clayton Ross, formerly of CBRE; and Rodney Blackman, formerly of Colliers.

Along with the project marketing team’s growth, the business also partnered with long-standing property management professional Di Henneberry and established Henneberry Laver, a leasing and property management business, primarily to service its individual purchaser customers leasing and management needs, but to also facilitate the leasing and ongoing management of its developer clients larger portfolios of newly built apartment buildings.

To accommodate the company’s expansion, Laver recently acquired 320sq m of premium commercial office space in Foveaux Street, Surry Hills and says it will create Sydney’s first custom designed, state of the art project marketing centre.

The new offices will house the project marketing team, a new development sites team, the property management team and showroom facilities to showcase some of its new developments.

“Our ethos of developing bespoke and highly customised sales strategies for our clients’ projects which are designed to achieve maximum results right to the end of a project now extends to how we create our own space,” Vertzayias said.

“We believe Sydney will experience substantial growth in the residential apartments sector during the next five years and, like our clients, we are heavily invested in that growth and success.”

In the coming months Laver will launch a range of new projects to market, including in Little Bay in Sydney’s East, 170 apartments in Wentworth Point, 65 apartments in South Hurstville, 150 apartments in North Strathfield and a high-end luxury apartment development on the waterfront at Cronulla.

Laver recently sold more than $75 million off the plan at Munro House Elizabeth Bay, a boutique high-end project by Top Spring Australia, along with $60 million in off plan sales at Heathcote for client Pariter, a subsidiary of Plenary Group.

“Our model enables us to manage small boutique high-end projects, right through to large scale multi-staged apartments,” Vertzayias said.

“Laver recently announced its expansion into the Queensland market. Since June, Queensland has been the leader in buyer enquiries nationally, with a 57 per cent increase, the highest nationwide,” Lampropoulos said.

“Our finger is always on the pulse when it comes to reading the market and we are excited to be expanding into Queensland with the launch of a high-end 150 apartment project in Broadbeach on the Gold Coast.

“We have replicated the success of our Sydney model and have developed a highly skilled team to be based in Queensland—this will enable us to service our clients needs on the Gold and Sunshine coasts as well as Brisbane.”

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