World-class city by the sea The Hague’s sizeable expat community is beginning to make an impact on the city’s housing market. These international professionals, who live and work in the Netherlands on a temporary basis, are consumers in both the sales and rental markets. Nicole Vrolijk, director/partner of Makelaardijgroep Nelisse estate agents, kicked off the discussion by offering her expert view: ‘The basic standard of this international segment is much higher than average, which needs to be taken into account. There is also the fact that this active group doesn’t actually search for homes themselves, but instead hires experts to assist them in that process. That’s why we set up an expat department in our company.’ Rob Waaijer, director of property developer Waaijer projectrealisatie, believes that fl exibility is essential in the current market: ‘Naturally, during a period of reassessment, the supply must be increasingly adapted to consumer demand, provided it is in line with their financial position.’
Spacious apartments
In addition to being the City of Peace and Justice, The Hague is also a world-class city by the sea. Its peaceful residential districts, elegant tree-lined streets, nearby forests and wide variety of amenities and facilities (such as water sports and recreation in the vicinity of the city) all contribute to the local quality of life. All the attendees at the roundtable agree that it is important to continue to proactively approach ‘new’ target markets during the current market slump. Hans Kuiper, an architect affi liated with the Royal Institute of Dutch Architects (BNA)/urban designer associated with the Dutch Professional Organisation of Urban Designers and Planners (BNSP), has noticed a shift in the market caused by the demand for redevelopment. ‘For example, 850 family homes are currently being converted into 1,500 apartments with large outdoor areas. Half of those apartments will end up on the rental market, which means we’re experiencing a marked shift that requires us to change our approach in order to be able to offer the best possible service to consumers.’
Transparent market
Erik Faber, Managing Director of ING Real Estate, offering his take on the subject: ‘We’re likely to see a better price-quality trade-off this year, which will benefi t the market. It won‘t be until 2010 before we’ll have a clear picture of how the economy will develop.’ Frank Geers, Deputy Director of AM Wonen, the residential development division of property company AM, believes that in order to be able to contribute to growth, it is vitally important to determine the right strategy. ‘We first need to focus on creating a more high-quality living environment for both businesses and residents and to highlight the benefi ts of living in The Hague to expats. The process should be in line with the various initiatives launched by the private sector and the City. The Hague offers real diversity: current and potential residents can choose between urban living and a quiet, family-friendly neighbourhood, or alternatively they can fi nd a home
in the sand dunes along the broad North Sea coastline.’ Robert Jan ansholt, owner of Mansholt Marketing en Communicatie, would like to conclude by reminding all attendees that determining the target market and developing an effective communications strategy are key success factors in this process: ‘We need to increase market transparency in order to show users that we can serve them more effectively.’ |
