SMALL IS BEAUTIFUL AXIS SERIES SMALL HOME TEST LAB. Hobsonville Land Company Katja Lietz

Transcription

1 SMALL IS BEAUTIFUL AXIS SERIES SMALL HOME TEST LAB Hobsonville Land Company Katja Lietz

2 LOCATION BUCKLEY PRECINCT

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4 AFFORDABLE HOMES The Hobsonville Point Business Plan includes a target of: 10% of houses at or below $400,000, and an additional 5% of houses at or below $450,000, and an additional 5% of houses at or below $485,000. This means affordable houses across the development. Produce smaller well designed starter homes on compact lots.

5 KEY PRINCIPLES Market based (no direct government subsidy). Target market should spend no more than 30% of their gross income on mortgage repayments. HLC funds some product development and supports some pilots. Small simple homes on small sections. Homes are well designed, solid, warm, healthy, safe and energy and water efficient (affordable to own over their life). We achieve usual land revenue, builder makes usual margin. Costs aggressively managed, planning boundaries are pushed (Council buy-in). Affordable Homes integrated in the overall scheme in small groups.

6 TARGET MARKET Open Market 120% Average Auckland Salary 80% Average Auckland Salary Hobsonville Point Axis Series Requires Government Subsidy

7 THE BRIEF TO ISTHMUS AND ARCHITECTURE WORKSHOP FOR STANDARD DESIGNS Assumption that standard design (both sections and house) result in efficiencies. Need these to readily slot into standard subdivision layout, making them easy for builder partners to use. Collaborative approach involving urban design, architect and development and builder partners. Started with 7 designs based on market segment budgets which drives section and house size. Brief was to design to household budgets based on what we know about build and land costs.

8 TESTING OF SUBDIVISION LAYOUT

9 $349,000 $450,000 $485,000

10 $349,000 $349,000

11 $450,000

12 $485,000

13 RESEARCH OBJECTIVES & FEEDBACK SOUGHT Potential Buyers To understand who would buy the homes (demographics) To understand what they like and don t like about the homes To see what could be done to improve the homes Industry Representatives What/who do they see as the potential market? What are the attractions of the houses What are the concerns Research by Nexus Research and Shannon Brown & Associates

14 SURVEY METHODOLOGY On site survey card provided at test lab Designed to capture initial impressions Asks if prepared to complete more in-depth survey later Respondents ed link to online survey Questions on each house Detailed questions on the house they prefer Allows time for more considered responses

15 VISITOR CARD FEEDBACK 0% 5% 10% 15% 20% 25% 30% 35% 40% Yes very comfortably 33% Yes reasonably comfortably Unsure 16% 36% 69% of visitors said they could see themselves living in one of the show homes Probably not 13% Definitely not 3% Could you see yourself living in a Lab Test Home?

16 OF THOSE LOOKING TO BUY, MANY HAD A LARGER BUDGET Buy for themselves 85% Owned home previously 73% Buy up to $400,000 11% Unsure, 34% Intend to buy next 6 mths, 41% $400,000 - $450,000 $450,001 - $500,000 $500,001 - $550,000 $550,001 - $600,000 11% 14% 8% 40% No, 25% $600,00 plus 10% Budget not specified 6% Apartment 25% 1 bedroom home 11% 2 bedroom home 50% 3 bedroom home 64% 4 bedroom home 15% Other 5%

17 VISITOR CARD FEEDBACK FROM THE FIRST MONTH HOME THAT MOST SUITS More than half of visitors see Home 3 the only suitable home. Overall 67% say Home 3 would suit their needs. N=1116 visitors Home 3 55% (n=609) Home 1 2% n=20 6% (n=70) 5% n=62 10% n=114 2% n=18 Home 2 20% (n=223) Only 6% of visitors considered Home 1 as the only suitable option. 20% of visitors see Home2 as the only suitable home Home 2 suits 37% of visitors overall

18 WHAT S IMPORTANT WHEN LOOKING TO BUY A NEW HOME Total Interior layout and design 98% General feeling of the house 98% Location 95% Size of living area 95% Indoor outdoor flow 94% Storage areas 93% Size of the kitchen 92% Quality of fixtures and fittings 91% Size of main bedroom 89% Car parking facilities 89% Environmental features 84% Overall small concept self-contained house and section for lower price 81% Exterior design 81% Size of the bathroom 78% Size of other bedrooms (if applicable) 73% Size of the section 68%

19 QUALITATIVE FEEDBACK OVERALL = VERY POSITIVE RESPONSE Brilliant Likes Clever layout Space Roof height Shutters Light Right use of materials Double glazing Tiny house trend noted by many people: Great I don t want a big house (overwhelming) vs. I don t want to pay that much (For a larger house) Well done Area is a positive In pockets with more expensive houses. Like not being singled out as having to live in cheaper homes, that all the cheaper home are not together Like the sense of community. A really good thing 19

20 MAIN ATTRACTION OF HOME 3 VERBATIM COMMENTS Modern design with sustainability. Double glazing and extra insulation important. Sensible layout. Loved that emphasis was on living space rather than bedrooms. Loved high ceilings for sense of space and double glazing for warmth and noise reduction. Good quality fixtures for price. Loved that garden was planted with vegetable and incorporated worm farm Loved the entire concept. Perfect size for a modern family :-) It was not bad for down sizing!

21 MARKET OPPORTUNITY The small home concept was very well received, with 69% of visitors saying they would feel comfortable living in the homes 140 parties expressed an interest in buying a Small Home Test Lab home when they go to market. This shows that the designs are hitting the mark One person and two person households are said to be the two fastest growing lifestyle groups in the next 20 years. One person households are projected to increase from 240,000 to 363,000 and couples without children are expected to increase by 253,000 households to 721,000

22 DESIGN MATTERS Small Home Test Lab has demonstrated that design has value and it has made small desirable If we over simplify we risk cheapening the home and don t we just end up with a small ugly house?

23 A TEAM EFFORT AXISSERIES.CO.NZ/LAB