Activity Report
2018
SUMMARY 4 Introduction 5 What are we? 6 What do we want to be? 7 Turnover Investments Where are we?
8 Structure internal services and accounting 9 Quality 10 Personal 11 Training 12 Business areas 13 Patrimonial area • Rent administration and asset management • Asset management and key accounts • Asset consultancy • Maintenance and rehabilitation • Administration of resident’s associationss 21 Commercial area • Real estate commercialization • Bran new commercialization • Standard commercialization • Luxury commercialization 29 Consultancy area • Investment consultancy • Urban consultancy • Tax consultancy • Juridical consultancy 33 Marketing and PR • MMarketing-branding • Generating opinion • Corporate responsibility • Awards and recognitions
40 Challenges 2019 41 New corporate headquarters
NOVELTY AND CHANGES
2018 has been and will be a very important year in the history of Amat Immobiliaris. Three important events have happened during this year. We started the year with the generational change in the Company’s Management. A fact that have been prepared for a long time, but when the day arrives it has a significant importance inside and outside the company. It takes an adaptation time to everyone and, at the same time, become aware of the new responsibilities. It is not something that is achieved overnight, but little by little, and with work and communication, all the members of the Amat world (workers, managers, family members, customers, suppliers and collaborators) adapt to the new reality. The next remarkable fact of 2018 has been the opening of the new corporate ADAPTATION PROCESS headquarters on the Via Augusta 3, in AND AWARENESS Barcelona. Almost two years ago we OF THE NEW were exploring the market looking for RESPONSIBILITIES IN THE a new location as a positioning leap forward in Barcelona, and luckily we GENERATIONAL RELAY. were able to do it in 2018 Easter. It is more than a new office, since it also represents a very relevant organizational change and that has helped to consolidate the generational relief. And finally in 2018 we have also celebrated the 70th Anniversary of the company. We celebrated it in two different events in July that we linked with the opening of the new office in Via Augusta. Two emotional days where part of the Amat world were there and where culture was one of the important pillars. In addition, we did all this facts while we still thinking about the future. In a world changing every day, we have continued working to point towards the strategic lines that will have to be followed to adapt to the new reality of the future.
GuifrĂŠ Homedes Amat @guifre77
WHAT ARE WE?
5
• We are a family business. • Founded in 1948 by Joan Amat. • Directed from1952 by Concepció Amigó Amat widow. • Directed since 1990 by Imma y Joana Amat • 2010 incorporates the third family generation family: Guifré and Martina Homedes Amat, and Nadia Massagué Amat. • Since 2018, Guifré Homedes take over the General Directorate of the company.
We are looking for personalization We have a team formed by lawyers, economists, real estate consultants... Prepared to know and advance the needs of customers.
We offer a professional and competent service Having a high-level professional team forming part of the Company is one of our objectives.
COMMITMENT, RESPONSIBILITY, CREATIVITY, INNOVATION, COMMUNICATION AND TRANSPARENCY
We are excited about our work We convey this passion to the people who work with us, clients and suppliers. We innovate We are always up to date with both technological and procedural innovations and, in particular, we have focused on digital transformation and the use of Big Data to make our service more efficient.
Activity Report 2018
Family council: Martina Homedes Amat, Joana Amat, Nadia Massagué Amat, Imaculada Amat, Pol Massagué Amat and Guifré Homedes Amat.
Committed to quality That’s why we were the first company in the sector to achieve the ISO, which we renew every year.
We are integrated in our time We are part of the associations of professionals related to areas of our activity and we work in collaboration with the best professionals. We participate in many of the centers of debate and associations of the civil society. Social Responsibility is part of our DNA and, therefore, is integrated into our strategy
Steering committee: Trinitat Ropero, Esther Vallés, Guifré Homedes, Mª Jesús Cebrián, Gemma Folch and Asunción Rodríguez
6
WHAT DO WE WANT TO BE?
Activity Report 2018
A real estate company recognized on the market for its transparency, honest, consistency and credibility. View We want to be a reference in the business and social world, leader of the sector and pioneer in the digital world. We want to be a company committed to the human team that forms it, as well as to its customers, suppliers and the society. Mission Our mission is to advise and manage the patrimonial assets of our clients, within a framework of absolute professionalism and honesty, using innovation and technology to offer the best possible service with a high personalization.
Valors • Business ethics • Coherence, transparency and confidentiality • Long-term vision • Consistency, quality and perseverance • Knowledge, training and innovation • Conciliation policies and commitment to society.
EXPERIENCE, INNOVATION AND COMMITMENT TO CUSTOMERS
TURNOVER
INVESTMENTS
Amat has closed the year with 22.588 customers and a turnover of 5.689,394€.
• Renewal of informatics equipments • New office at the Carretera Reial in Sant Just • New corporate headquarters in Barcelona
At the closure, we had many new construction promotions to be billed.
BILLING EVOLUTION
INVESTMENTS
7
WHERE WE ARE? SANT JUST
SANT CUGAT
BARCELONA The new office, opened in July, involved an investment of € 258.800
Bonavista, 63 1000 m2
SANT JUST
Ctra. Reial, 79 60 m2
Activity Report 2018
252.031 2018
297.841 1017
2018
2017
2016
2015
2014
2013
2012
0
2011
0€ 2010
50
2009
1€
2008
100
2007
2€
87.441
150
2016
200
56.043
3€
250
2015
4€
300 thousand €
112.830
5€
2014
5.689.394 €
millions €
Av. Rius i Taulet, 17 255 m2
BARCELONA
Balmes, 345 250 m2
Via Augusta, 3 370 m2
STRUCTURE, INTERNAL SERVICES AND FINANCES Process automation allows us to have instant updates of management collection and payments.
2013
2014
2015
2016
2017
2018
2013
2014
2015
2016
2017
260.297
242.897
217.796
149.430
146.473
132.951
557.197
614.892
553.376
MANAGED INVOICES
470.100
392.322
400.000
POSTED RECORDS
2018
8
2018
2015
2016
2017
22.588
21.351
20.515
20.305
16.493 2014
2015
259.550
212.266 2016
2017
2018
Currently most of the communications are made through email or WhatsApp
CUSTOMERSS
2013
2014
204.506
227.368 2013
151.616
2017
130.732
2016
41.787
35.825
37.621 2015
CALL
33.862
37.977 2014
16.540
Activity Report 2018
PAID INVOICES
2018
SECURITY, TRANSPARENCY AND IMMEDIACY
QUALITAT
We were the 1st in real estate business to obtain the ISO certificate in 2000
We have a € 2 million guarantee insurance
We are real estate managers since 1954
We are lawyers in Barcelona since 1973
We are members of:
We are economists in Barcelona since 2014
We are real estate agents since 1982
We are members of:
9
• FIDEM President • FemCat secretary Women in Real Estate Spain
• APCE management board • ASCEF management board
Cambra Hispano-Sueca a Barcelona
• RACC management board • FIABCI Spain management board • Egarsat management board • ResponCat management board • EADA executive patron • Grup 7 patron • Mutua de Propietarios patron • ResponCat patron • OMHB counsellor
We are committed to: ResponCat company since 2015
Activity Report 2018
Quality service is a fundamental value for Amat, that’s why we are associated from the beginning to the following collectives:
Human Factor company since 2015
Emotional stability company since 2017
STAFFND
CONSULTANT
6%
Since 2010 we are twice as many employees
46 staff
COMMERCIAL
29%
PATRIMONIAL
55 staff 65 staff
34%
Areas distribution
60 staff 63 staff
GENERAL DIRECTION
7%
72 staff 89 staff 96 staff 91staff 10
FINANCE
9%
GENERAL SERVICES
6%
TOTAL
91
Gender distribution
Activity Report 2018
STAFF
69%
31%
The family grows Nacho with his daughter SofÃa
Tatyana with her son Bruno
Nadia with her son Armand
6%
59%
8% 8%
19%
University student Secondary
more than 50 between 32 and 49 between 25 and 31 less than24
3%
52%
Antiquity in the companies
48%
16%
years years years years
39%
42% Studies
Age
TRAINING • Course on real estate sales • English training • Telephone attention, reception and management of difficult situations • Application of the new regulations for the Fire Protection Facilities of 2017 • Real estate self-promotion, a very profitable business • TAAF Cloud training to the Patrimonial Department • Real estate marketing course • Talking about Law 5/2018 on the homes illegal occupation
• The problem of tourist renting. • TAAF IMMO training to the Luxury Department • Housing for tourist use in public administration litigation • Horizontal Property Seminar • The new express procedure against the occupation • Marketing seminar: Images are the new conversations • New data protection regulation • IMPULSA Leadership and Business Transformation Program
Activity Report 2018
more than 21 years between 16 and 20 years between 11 and 15 years between 6 and 10 years between 0 and 5 years
11
BUSINES AREAS COMMERCIAL With transparency, a professional team and personalized marketing we obtain the best results in national and international markets.
Commercialization of new and second hand properties for sale Commercialization of properties for rent Commercialization of residential industrial and tertiary properties
12
Commercialization of Luxury properties for sale and / or rental
Activity Report 2018
CONSULTANT Years of experience and a global vision facilitates the decision making on the selection of investments, minimizing the risk, and giving security and profitability.
Advice on equity investments. Urban planning advice and land management. Real estate legal advice. Fiscal advice.
PATRIMONIAL We apply the new technologies to improve communication profitability and win in efficiency, transparency and immediacy..
Rental management and wealth management Asset management of large accounts: investment funds and family office Management of communities Maintenance and rehabilitation of buildings Insurance
WE GROW IN SERVICES, WE GROW IN PROFESSIONALIZATION
C O M M I T M E N T P R O F E S S I O N A L I S M I N F O R M A T I O N T R A N S PA R E N C Y
PATRIMONIAL AREA
PATRIMONIAL AREA
ONLINE ADMINISTRATION
PROPERTY
SUPPLIER
TENANT ARRENDATARI
DIGITAL ARCHIVE
TENANT LIST
RECEIPT ISSUED
RECEIPT
INVOICES CONTROL
SUBMITTED
INSURANCEP
INVOICES
MISSION. Keep in mind that in the ownerlessee relationship we have two clients that both of them must have their expectations and loyalty covered.
S
AID
OUTSTANDING INVOICES
PAYMENT DOCUMENTATION
VAT DIARY
• Professionalism. Our administrators are qualified professionals, mostly lawyers, constantly updated in the legislative and jurisprudential developments.
Activity Report 2018
• Advice. The Personal Manager can adviseT you from a patrimonial, legal, economic, fiscal and maintenance point of view so that you can make the most appropriate decisions every time.
SETTLEMENT
INSURANCE
VIEW. Manage the assets of our client owners with long-term vision, achieving the best profitability.
SERVICE FEATURES
INVOICE APPROVAL
14
INVOICES CONTROL
CONTRACT
RENT ADMINISTRATION AND ASSET MANAGEMENT
INTERACTIVE INCIDENTS
• Control. > The state of the property and proposals for its improvement. > From the suitability of the potential tenant. Take a good choose of the tenant is the key to success in the contractual relationship.
Pioneers in offering on line administration service since 2004
> The resolution of the incidents that may appear on the property and in the contractual relationship. > Questionnaire of the state of the house at the time of delivery to the tenant and at the time of the resignation of it. > The balance at the time of setting the contractual clauses so that they are satisfactory for both of them.
PATRIMONIAL AREA
0,28% 2018
1,36% 2017
1,46% 2016
2,27% 2015
2,76% 2014
2,09% 2013
3,01%
2,35% 2011
2012
2,28% 2010
2008
> Virtual digital archive with all documentation, contracts, invoices, receipts and settlements.
2,16%
• Technology. > We are pointers in technology at the service of the customers; we have the most advanced tools and programs.
2009
EVOLUTION DEFAULTY RENTALS
1,55%
• Communicacion Esy and fluid communication with the personal manager. Information to the customers of all legislative changes that may affect them.
> Intelligent management of supplier invoices. EVOLUTION OF RENEWED RENTALS
2018
2017
2016
2015
2014
2013
2012
2011
2009
2008
2007
2006
RESIGNATIONS
263
201
219
257
210 INCIDENT
2620
2711
2418
2681
2193
2955
2014
1.234
1436
2.496
Solved
2903
Opened
2014
2015
2016
2017
2018
Activity Report 2018
15
2018
2017
2016
2015
2014
2013
2012
2011
2010
2009
2008
2007
2006
2005
1.546 1.644 1.815 2.013 2.055 2.553 3.099 2.868 2.544 2.567 2.549 2.305 2.478 2.463
EVOLUTION OF RENTAL SIGNED
2005
2018 DATA
Renewed
373 57 378 44 404 69 340 64 391 61 319 44 268 61 319 68 304 82 502 94 467 70 457 138 161 473 246 338
New contracts
2010
> Interactivity between owner, tenant, provider, with the manager through On line Administration..
2015
2016
2017
2018
NEWS IN 2019 • New Administration online, the client controls his assets from the app. • Automation of many processes. • Adaptation to the legislative changes and inform of them to the customer
PATRIMONIAL AREA
2018 DATA 17 Professionals Territoriality Catalunya i Balears Assets/Contracts 4.568 units Human team
Rentals managed
2.602 Anticipa 1.966 ServiHabitat
3.316
5.496
ASSETS MANAGEMENT AND LARGE ACCOUNTS VIEW. Manage large volume of tenants with the criteria and objectives defined by our client-provider. MISSION. Achieving the goals set according to the procedures defined by our clients, have the flexibility to adapt to a changing portfolio.
20.668 36.079
SERVICE FEATURES
9.237
16
Calls and visits Incidents External administrative formalities Contract reviews Contract renewals
Inhouse administrative formalities External administrative formalities
Activity Report 2018
20.234 administrative formalities Commercials Renewals Techniques Contracts cancellations Default Contracts modifications
• Flexibility both in the number of people assigned to the projects, and in the followup of the processes, we adapt to the processes of each client. • Fluid and constant Communicacion. • Full collaboration with the internal services of the client-provider. • Specific monthly or quarterly reports of all ratios. • Independent equipment for each client. • Judicial administration if the client requires it.
2% 2% 45%
46% 4%
2% Types of transactions
ASSETS CONSULTANCY • Set of services designed to family office or patrimonial companies managed internally. • Legal, economic and fiscal advice in relation to real estate assets. • Communication of the legislative changes that are taking place and, especially, of the different laws that is being generated.
• Analysis of the physical state of the properties and proposal of improvements or rehabilitation plan in order to improve their profitability. • Analysis and valuation of the market price of assets.
Rehabilitation of houses managed by Amat
BUILDING MAINTENANCE AND REHABILITATION • Advice on current regulations on works, maintenance or inspections that have to be carried out on properties and new proposals that may arise (recharging electric vehicles, energy efficiency, financing works, etc.). • Advice from the most suitable companies/ suppliers, request for budgets in repairs and in renovations of homes and/or real estate. • Monitoring and control in the execution of works in homes and/or real estate. • After-sales service for new housing developments. • Rehabilitation and new construction of single-family houses.
Activity Report 2018
• Audit of the processes followed with recommendations of the most appropriate for each heritage, monitoring and implementation of the agreed improvements.
17
PATRIMONIAL AREA
ONLINE ADMINISTRATION
PRESIDENT
COMMUNITY ARRENDATARI
SUPPLIER
DIGITAL ARCHIVE
COEFFICIENTS
COMMUNITY
INVOICES CONTROL
ACTUAL AND HISTORICAL BUDGET
ACTUAL AND HISTORICAL BUDGET
SUBMITTED
INVOICE CONTROL
PAID PERSONAL RECEIPT
PAID
RECEIPT AND DEFAULT CONTROL
OUTSTANDING PERSONAL RECEIPT
OUTSTANDING
BUDGET CONTROLLED AND DONE
18
PAYMENT DOCUMENTATION
STATEMENT OF ACCOUNTS
Activity Report 2018
INTERACTIVE INCIDENTS INSURANCES
ADMINISTRATION OF RESIDENT’S ASSOCIATIONS VIEW. We conceptualize the communities as a company that need three different kinds of advice or management: Legal, accounting and maintenance. At the same time, we can offer to them all the services that they need, taking care of the good relationship between the owners. MISSION. To manage with total transparency the daily life of the community without losing the long-term view of the property, knowing that a house is the most valuable economic asset that a family has.
SERVICE FEATURES • Administrador personal. Our team is make of legal professionals and technical careers with specific preparation to manage communities, a team that is in constant training and always up to date with all the legislative developments that affect communities. • Advice. Legal, fiscal, new regulations, maintenance and rehabilitation. • Community questionnaire. It is a tool that helps us to know and to assess the state of the community, to program adaptations to the regulations that periodically affect the communities and to have a better plan about the current and future maintenance actions. Sometimes a team of professionals and technicians chosen for their knowledge help us. We are aware that actions are needed to revalue the heritage that a community means, without feeling undercapitalized. • Budget Control. Transparent and real-time accounting that allows the president to know at any time the economic status of the community. Continuous monitoring of the budget that serves to realize the possible deviations that may occur.
1.- We listen/Act. 2.- We communicate/Results.. • Call Center. It allows us to have a service available to the communities 24 hours a day, 365 days a year, with which we cover the nights, weekends and holidays. The service is made by suppliers that have been chosen for their efficiency and speed. The administrator keep monitoring the incident and will validate if the resolution of it has been done correctly, and finally the administrator will make the payment of the corresponding invoice. • Digital file. DIn Amat Immobliaris website you can access to all the information of the community, accounts, insurance, incidents, invoices and also to the historical information. • Book of Communities. Annual activity report with detailed summary of the most important things and converted in the fiscal year. The summary is presented with a general analysis of the situation on a caseby-case, with economic analysis praising the efforts of the owners for not having late payment. The last part is a mention of the care that is taken to maintain the community.
• On line administration. It’s the tool that allows owners to be informed at any time of everything that surrounds their heritage. You can find any relevant documentation, contract type, insurance, etc. Also you can find the economic information of the property. • Management of incidents. It is point is the most important to the customers, because it can causes discomfort, inability in a service, or complicated relationships between neighbors. Customers can directly open incidents in our computer system and follow up.
Pioneers in offering on line administration service since 2004
Activity Report 2018
• Communicació in two phases.
19
PATRIMONIAL AREA Solved incidents Pending incidents
2018 DATA
13.001 13.100 13.208 14.403
12.258 12.496 12.428
1.416 2.262
2018
2017
2016
EVOLUTION DEFAULT RENTALS
INCIDENT
BECAUSE OF WORKS IN THE SANT JUST OFFICE, WE OPEN AN OFFICE FOR COMMUNITIES IN CARRETERA REIAL
2018
2014
2015
2016
2017
2262
3678 2903
3108
2843
2965
3059
3414
3484
Solved
3,07% 3,07% 2017
4% 2016
2015
3,78% 4,98% 2014
5,41% 2013
2012
2011
2010
5,33% 5,95% 2009
2008
2007
Activity Report 2018
5,02% 6,13%
20
8,87% 7,02%
Opened
3115
2015
2014
2013
3.678 Opened incidents 2012
2011
7.294 9.312 10.066 2009
2010
7.992 7.500 2008
2007
EVOLUTIONS OF COMMUNITY DEPARTMENT
2018
NEW IN 2019 • New On line Administration, the customer can control their property form the App. • Many automatic processes • Adaptation to the legislative changes to inform at our customers.
COMMERCIAL AREA
COMMERCIAL AREA
REAL ESTAT COMMERCIALIZATION ARRENDATARI
VIEW. We understand that the real estate operations related to the family house are the most important that usually a family does, that’s why we need to take care of all point of view. They should be advised by honest and knowledgeable real estate professionals. MISSION. Advice, accompany and ensure operations, whether for sale or rent. We want to make thing easy and rewarding for both parts. We want to do operations, but what we most want is done it with the maximum information, security and guarantees.
SERVICE FEATURES • Knowledge of the real estate market and the environment in which we operate.
22 Activity Report 2018
• Knowledge of the demand segmented by typologies, economic possibilities, characteristics… • Transaprency in information from the outset. • Rigorousness in the valuation, in the data and in the legal situation of the property. • Legal and tax advice. Previous, during and post operation. • Processing of pre-marketing documentation: certificate of habitability, energy efficiency, certificate… • Communication to all parts involved in the operation. • Balanced negotiation. All commercialization implies a negotiation that must always be balanced between the two interested parts.
COMMERCIAL AREA
We have a very professional commercial team, committed to the clients and the company. A comercial team with the aim to help, not to pressure.
26
5
% > 5 years
managers
2
48%
48%
specialists
between 2-5 years
22
Commercial team distribution
30 and 50 years
secondary studies
< 2 years
Seniority of the commercial team
48% between
52%
26%
commercials
39
% > 50 years
graduated
13
% < 30 years
Sales team education
Business team age
MANAGED FOR RENT VOLUME 2014 2015 2016 2017 2018
435.185€ 439.101€ 370.960€ 426,991€ 420,625€
MANAGED FOR SALE 2014 2015 2016
62,1M€ 61M€
2017 2018
96,2M€ 108,4M€ 113,5M€
NEW IN 2019
• New boutique Luxury boutique a Balmes, 345 corner with Padua street • GreenDEX: new green index for the properties that we sell
Index mark and icons
Barcelona Meeting Point Congress 2018
Activity Report 2018
2018 DATA
23
COMMERCIAL AREA
BRAN NEW COMMERCIALIZATION • Definition of the real estate development model and its typologies _ We know in depth the areas, their needs, the typologies of the population and their requirements. Therefore, we like to participate in the conception and design of the promotions. _ Finding the balance between product, price and its financing. _ We add value. • Commercialization _V ery well prepared commercial team that thoroughly knows every real estate development: characteristics, materials, benefits. _ Adaptability to customer information and control systems.
24
DELIVERED BRAN NEW HOUSING
• Constant communication _ With the Promoter: detailed reports of commercial activity and results in the fixed periodicity. _ With the buyers: quarterly and throughout the duration of the promotion. • Definition of the Marketing plan _ It is necessary to design a different Mk plan for each promotion depending on: its location, the product typology, the level of finishes,... _ Plan that must evolve and be adapted to the different phases of the promotion. • We give credibility and guarantee • We accompany the promoter and buyer throughout the entire process
Activity Report 2018
COMMERCIAL AREA
BRAND NEW HOUSING IMPACT
VALLÈS OCCIDENTAL
3.518€/sqm
MARESME
VALLÈS ORIENTAL
MATARÓ
SANT CUGAT
EL MASNOU BADALONA RCELONÈS RC È
ALT PENEDÈS
2.957€/sqm Amat sales point
2.7892785
SANT JUST L’HOSPITALET
3.149€/sqm
BAIX LLOBREGAT
6.270 €/sqm
d
2n
n ow cr
GRÀCIA
n
ow cr
d
3n
3.923 €/sqm
HORTA GUINARDÓ
SARRIÀ ST. GERVASI
LES CORTS
NOU BARRIS
ST. ANDREU
6.173 €/sqm EIXAMPLE
SANTS MONTJUÏC
CIUTAT VELLA
ST. MARTÍ Diagonal Mar
4.926 €/sqm
COMMERCIAL OFFICES FOR BRAND NEW HOUSING
4.219 €/sqm
Activity Report 2018
3.307€/sqm
2.231€/sqm
25
COMMERCIAL AREA
STANDARD COMMERCIALIZATION HOUSING, PREMISES, INDUSTRIA AND TERTIARY AVERAGE EVOLUTION OF RENT flat
house
Barcelona
flat
house
Sant Cugat
flat
PRICE IMPACT EVOLUTION FOR RESALE PROPERTIES house
Sant Just
Barcelona
Sant Cugat
Sant Just
3.488
431.000 427.000
1.979 1.294 1.132 1.018
365.000
milers €
€/more
2012
26
2013
2014
2015
2016
2017
2018
2012
2013
2014
2015
2016
Distinguishing features for RENT:
Differential aspects for SALE:
• Legal security
• Legal security
Activity Report 2018
_ We are up to date with all regulations of any kind that affect to the rents (leases, tax, technical...) communicating to the owner those thing that may affect him. _ We apply them from the first day, we defend professionalism and transparency in the sector.. • Customer security _ We check the legitimacy to hire. _ Tenant scoring analysis to ensure the possibilities of the fulfillment contract. _ Non-payment insurance. _ Housing delivery questionnaire, under guarantee of the owner and the tenant. • Assessment. We have known the market and its prices for more than 70 years, and we make the fair valuation. Not fair prices with the market can make you lose months of rent and consequently profitability. • Advice and mediation throughout the marketing and contracting process. _ We understand that this action and communication is very important throughout the process. _ Balanced contract between the two parts.
2017
2018
_ Before: Get and analyze the registration note before set the property on the market. _ During: Resolution of any legal, urban, maintenance issue that can appears. _ After: Follow-up and cancellation of pre-existing charges. • Tax security. Advice on request of the both parts.. • Valuation. We know the market and the prices, we advise to the owner about the right price in the market, the prices that are not balanced have a great risk for the owner and the market. • Accompaniment throughout the marketing process. _ Filter visitors, for the safety of the seller. We think that it is not about the quantity, but about the quality of the visits. _ Constant communication with the owner and the interested ones.
COMMERCIAL AREA
COMMERCIALIZATION
• The history. Since 1983, with the arrival of the first managers of multinationals in the area of Sant Just-Esplugues, we offer a service of Luxury homes that are applied to Sant Cugat, Barcelona and now in the whole Catalonia, all prime products. • The team. Business consultants with a lot of market and client knowledge, and fluency in different languages. • Personalized service depending on the nationality and applicant needs. Legal advice, processing Golden-visa; welcoming in the city; accompaniment in the search, not only housing, but also schools, cultural life, sports, etc.
· Internacional Simposium Luxury Real Estate. London - January · MIPIM. Cannes - March · Immointer FIABCI. Barcelona - April · International Simpossium Luxury Real Estate. Austin - September · Meeting Point congress. Barcelona - Oct
TE
D
EN
TE
SO
LD SO
LD
R
EN R LD SO
27
D
• Marketing designed according to the House and the typology of the possible buyer.
Activity Report 2018
• International network _ We belong to several International networks, with which we actively collaborate: EREN, Luxury Real Estate, FIABCI... _ We have a wide network of partners all over the world: Europe, Russia, China, United Arab Emirates, USA... _W e attend to international conventions 3 or 4 times a year where we have the opportunity to showcast our properties and offer great networking sessions:
Differential aspects
COMMERCIAL AREA
COMMERCIAL MARKETING • 12 property magazines annually • 1 luxury property catalogue • Report marketed promotions • Creation of videos and dossiers of properties. We recommend you to view our videos in Youtube and our pblications in Issuu. • Advertisements in La Vanguardia, Revista La Torre, Revista Tot Sant Cugat, Revistas Torneo Tenis Conde Godó and Torneo Vela. • National real estate websites: Habitaclia, Fotocasa, Idealista, Pisos.com, Trovimap and Flatalert.
Property magazine
• International real estate websites: Kyero, Luxury Real Estate, Mayfair International Realty and Eran. • Social media strategy. • Open house days in new construction housing. • Active engagement in international social media network: ERAN, Luxury Real Estate, FIABCI.
28
• Fair and Congresess attendance such as.
Activity Report 2018
Catalogue dossier and Youtube Luxury Sol and rented properties information
new construction catalogue
Activity Report 2018
29 29
CONSULTANCY AREA
CONSULTANCY AREA
ASSESSORAMENT D’INVERSIONS
30 Activity Report 2018
The consulting department wants to overcome the axis of the real estate intermediation to obtain investment and divestments solutions, which move away from the short term, and cover all the client’s needs in each circumstance (successions, sale of the company, construction or disintegration of an estate, need for investment due to fiscal reasons...). To provide this service, we are in permanent training, attentive to the movements of the sector, to the main market trends and to a constantly changing regulation. This is based on a team of specialized professionals, technicians, economists, urban planners, capable of responding to the complexities of each specific case. The investment advice tries to be perfectly informed of the “trends” of the real estate investment market to expand and modify its portfolio with different real estate businesses (senior living, coworking, coliving...), but giving independent advice to these trends, adapting to the specific case and not to a particular market moment. We understand the real estate business as a medium and long-term business. The accumulated data of our clients show us that the real estate business is good as long as it is analyzed at 10 years. Land It is the row material of the real estate business and therefore it is subject to strong demand in bullish times, to strong pressure
from public administrations. All interests converge on the land. Our land department is prepared to take part in all phases of the land, in its generation (urban area), its commercialization, in its promotion, etc. In 2018 the demand for land has been circumscribed even in the Barcelona first crown and especially its surroundings, which is an area where the promotion of new construction works very well.
SECURITY, CONFIDENTIALITY, INFORMATION The finalist lands within the city and in the environment are limited, and therefore they have a good exit in the market. However, this 2018 the administration published regulations that directly affect the land, it say that exist the obligation to make social flats in a percentage of homes, this with the right of refusal and retraction that have made this market suffer. On the one hand, it’s faster to obtain the urban development certificates and licenses speeding up the construction; and the stoppage of land purchases. We are strong upholders of the need to make social housing, but not like this, lately everything that they done is to legislate opportunistically and electorally, without a plan or a strategy, responding to difficult
CONSULTANCY AREA
_ We know the market enough to be able to advise the developer if they should purchase and what price the land must be paid for the success of the promotion. _ Advise to the property developers on the design of future homes, the selling companies are the ones that know best what customers want and what they need, and because of that we can provide value and knowledge at the moment of defining the projects. Buildings The buildings commercialization requires a great knowledge background of the real estate sector. You have to know about urban planning to analyze if it is regularized or if it can do it, you have to know about investments to assess whether the profitability is correct, you have to know about leases to analyze the legal situation of each home and you have to know a lot about the market. Logistics Some time ago, the logistics sector is rising. The strategic situation of our territory has meant that it is consolidating as a reference hub in southern Europe. The exponential growth of electronic commerce is one of the main factors, but without the internationalization of our companies and an infrastructure improvement, it wouldnâ&#x20AC;&#x2122;t have been possible. All these factors have bring about to search logistic grounds in the Barcelona metropolitan area has been increased in recent years, for the construction of large warehouses (20,000sqm minimum). Currently, there is a great demand, but a lack
of significant supply. Opportunities may be on land that lacks planning. We think that we would be the rethinking of the uses of many of the industrial estates consolidated and close to urban centers that do not allow logistic use. We think it would favor one of the most critical points in the sector. Industrial Our experience in this sector focuses on industrial estates in towns near Barcelona such as: Sant Just, Sant Feliu de Llobregat, Sant Joan DespĂ, etc. There the industrial activity is going down and with an old industrial fleet and quite far from current regulations, if we talk about the terms of facilities. We find a second problem with the restrictions of uses. Current regulations can be different on each municipality, and that make difficult to implement it according to some type economic activities. These two elements mainly affect the rental market and cause that the asset value focus on land and not on the construction. Because of this we consider that on the one hand it is imperative that public administrations rethink the rules that currently govern these industrial estate and, on the other hand, the owners must also do their part being flexible and creative to capture the new typology of companies.
URBAN PLANNING CONSULTANCY In the urban planning advice is very different when it comes to advising about specific lands or properties with a certain rating. To advise and manage it, the first thing you need is to have patience, think and know that the deadlines are never what you would think at the beginning, are always more long. We must also consider that everything has become more complicated, the town halls are formed by different political parties that have to be agreed and this is never easy or fast. We have a lot of experience managing and processing plans, a topic that we like is the creation of the future city, and we believe that we can contribute knowledge, and that is so important in the generation and processing of a plan.
Activity Report 2018
social moments or electoral requirements. It is also necessary to emphasize that the obtaining of building licenses is strenuous for property developers, for the owner and for the administration itself, it is necessary to take measures. In Amat we like to go hand by hand with the property developer from the purchase of land, we believe that our intervention is very important because of two aspects:
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CONSULTANCY AREA
ASSESSORAMENT FISCAL 32 Activity Report 2018
VIEW. That our client fulfills its fiscal obligations with the maximum tranquility and security. MISSION. Analyze, advice and accompany in the continued relationship with Treasury.
SERVICE FEATURES
LEGAL ADVICE • Internal. _ To all patrimonial clients that can have issues related with the assets we manage. _ To commercial customers in relation to the issues that we sell to them. • External.
• Transparència
_ Advisory service to non-clients.
• Transparency
_ Advice, processing, management about any legal issue in the real estate environment.
• Reliability • Security • Customization • Communication • Income, wealth, partnerships, VAT, non-residents, payments on account, model 347, model 184
_ Probate inheritance and all the issues diversity that are around the real estate world. _ Preparation of deeds, brand new construction and division, segregations, groupings, registry and cadastral rectifications.
• ETE models • Requirements Attention • Inspection Assistance This year we managed about 2,200 returns of the different taxes have been carried out.
INFORMATION, SECURITY AND CONSTANCY
33
MARKETING AND PR Activity Report 2018
MARKETING AND PR
MARKETING BRANDING Publications • Annual report • 2 annual Market Reports • 10 Diary of change • Calendar • 70 years of history book
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Actos • Market report press conference – March • Event for clients about capital gains by Joan Iglesias- April • Opening of the new corporate headquarters and the 70 years celebration - July Real Estate Environment Dinner •4 7th dinner with Antonio Ibañez, Director of Daemon Quest by Deloitte. - March • 48th dinner with Ugo Valenti, Director of the Smart City Expo World Congress. - April •4 9th dinner with Xavier Antich, President of the Tàpies Foundation. - May •5 0th dinner with Damià Calvet, Regional Minister of Territory and Sustainability of the Generalitat de Catalunya. - October • 51st dinner with Bernat Aguadé Estivill, Co-founder of Blockchain School for Management. CEO of Blockchain Qualifications. And Adrià Aguadé Estivill, Private Investor in the economic market and real estate market of Computer Security and Media Government of CaixaBank. - Nov • 52nd dinner with Agustín Sierra, Secretary of Urban Habitat of the Generalitat. - December
Video market report
70 years of history book Calendar
Real estate environment dinner
Market report
MARKETING AND PR
96
44
posts
18.157
3.403
views 47% increase compared to 2017
89
posts
views 52% increase compared to 2017
vĂdeos
35
16.900
visualizations 20% increase compared to 2017
24
publications
8.514
Activity Report 2018
Content generators in internet
readings
The most succesful content is always our opinion about real estate market, corporate events and clientsâ&#x20AC;&#x2122; experience.
957
Followers in Social Networks Increment del 17% respecte el 2017
2.113
1.857
1.170
1.512
MARKETING AND PR
GENERATING OPINION Interviews, articles and other media appearance. Opinon leaders in articles and reports about the situation of the real estate market in Catalonia in:
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Amat in the news
Activity Report 2018
Activity Report 2018
MARKETING AND PR
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MARKETING AND PR
CORPORATE SOCIAL RESPONSIBILITY Transmission of values • Factor Humà Award Jury • Mentoring Program by Barcelona Activa and IWEC, and Master Degree by Blanquerna foundation • Speaker in High Schools and Empresa Program by Femcat • Flexibilitation of working hours: adaptation to the working hours in order to improve family schedule • Incorpora project and AURA Fundation • Internships with students from: Ferre i Guardia School, Garbí School and Deutsche Schule Barcelona
38 Activity Report 2018
Book’s Sponsorship • P. Badell i Xita Camps, El Just i la Colla - April • Carme Riera, Venjaré la teva mort – April • Jordi Borràs, Dies que duraran anys – May • Antoni Bassas, Bon dia són les 8 – May • Gironella i Palomas – June • Rogeli Pedró, Camí de llot – July • JM Martí i Marc Amorós, Fake News – July • Joan Margarit, Per tenir casa cal guanyar la guerra – October • Maria Xinxó, Jo també porto el llaç groc - Oct • Josep Amorós, Selfies, tigres i miralls – Des Gifts of books or sculptures to clients
ASD awareness campaign. Autism Spectrum Disorder. – April Sponsorship AECC. Anti-Cancer Spanish Association. - June Sports and cultural sponsorship. • Children0s march of regularity. - Abril • Karts racing- November • Cultural recognition awars of the Baix Llobregat.- November Sponsorship and jury of the FIDEM awards. November
MARKETING AND PR
Activity Report 2018
AWARDS
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FROM LEFT TO RIGHT AND TOP TO BOTTOM: 2018 XXV AIJEC Award | 2017 Personality Award CECOT 2017 Best commercial agent award by API | 2017 Awarded with the EQAMOB & CO distinction | 2015 Human Factor Award | 2017 Global affiliate of the year award by LuxRE | 2014 Best Business Trajectory by Barcelona’s Commerce Chamber | 2015 Best Website Desing award by LuxRE | 2013 IWEC Award 2009 Europe Forum Gold Medal 2001 | 2003 European Citizen Prize | 2003 FIDEM Award 1999 Francesc Maciá Medal to Concepció Amigó.
CHALLENGES FOR 2019 One of the challenges we set to 2019 was to renew the Balmes/Padua office to be used as a “boutique” for Luxury. We believe that because of the space, situation and characteristics it’s perfect for this type of real estate that requires a different environment and treatment. Soon we will open our new boutique.
WE WILL DESTINATE THE BALMES OFFICE TO BE THE BOUTIQUE LUXURY Greendex with one of the innovative companies in Barcelona. An indicator that allows us to position each home in the City of Barcelona in relation to the quantity and quality of green in its environment. We think that it is an index that concern for the environment and this is what our society values more every day.
We have also dedicated many efforts to achieve a better automation process in the area of Property Administration and Administration of Resident’s Associations, automation has many advantages, but a very important one; it’s that limits the error range.
.
If the property is well identified, all expenses are periodized well, and the correct indicators are introduced, the possibility of human error almost disappears.
AUTOMATION PROCESS IN THE AREA . OF PROPERTY ADMINISTRATION AND ADMINISTRARION OF RESDIDENT’S ASSOCIATIONS
Another challenge was to develop the
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GENERAL MANAGEMENT
MANAGEMENT BOARD
Guifré HOMEDES CEO
PATRIMONIAL MANAGER
Esther VALLÈS
RENT Administrators
COMMUNITY Administrators
MAJOR ACCOUNTS Administrators
MAINTENANC E INSURANCE
COMMERCIAL MANAGER
Ma Jesús CEBRIÁN
BRAND NEW HOUSE Sales consultants
LUXURY Sales and rent consultants
STANDARD Sales and rent consultants
CONSULTANCY MANAGER
Gemma FOLCH
FINANCE
MANAGER Asunción RODRÍGUEZ
JURIDICAL
BUSINESS
Laywers
Consultants & controlers
FISCAL
INTERNAL SERVICE
INVESTIENTS
Controlers and assistance
PEOPLE & GENERAL SERVICES MANAGER Trinitat ROPERO
PEOPLE MARKETING Comunication and design
QUALITY
Consultants
GENERALS SERVICES Recepcionists
NEW CORPORATE HEADQUARTERS IN BARCELONA We celebrate the 70 years of AMAT opening a new corporate headquarters, the changing in the Company’s Management incorporating the third generation family member, Guifré Homedes, as CEO; and creating a new Steering Committee, and with the largest presence in the City of Barcelona. In order for the largest number of people to attend, we spend two afternoons of July for the celebration. The first day was most “institutional” day and the Councilor Damià Calvet, the President Mas, the City Councilor of Barcelona Josep M. Muntaner, the Mayor of Sant Cugat, Carmela
Fortuny, the Mayor of Sant Just, Josep Perpinyà, the councilors Silvia Solanellas and Gina Pol, and former Minister Quico Homs, as well as many members of the Civil Society of Barcelona join us. After the speeches of Conseller Calvet and our General Director, Guifré Homedes, we were able to enjoy a poetry and song recital by singer Gemma Humet accompanied by guitarist X.Xucla. The second day was most “informal”. After the speech of Guifré Homedes we enjoyed a poetry recital by actress Silvia Bel accompanied by three spectacular flamenco artists.
BARCELONA Via Augusta, 3 i Balmes, 345 | SANT CUGAT Av. Rius i taulet, 17 | SANT JUST DESVERN Bonavista, 63 i Ctra. Reial, 79