Activity Report 2016
Activity Report 2016
WHAT ARE WE? • We are a family business. • Founded in 1948 by Joan Amat. •D irected from 1952 by Concepció Amigó Amat widow. •D irected since 1990 by Imma and Joana Amat •2 010 incorporates the third generation: Guifrè and Martina Homedes Amat and Nadia Massagué Amat.
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.
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 are excited about our work We convey this passion to the people who work with us, clients and suppliers.
We participate in many of the centers of debate and associations of the civil society.
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.
Committed to quality That’s why we were the first company in the sector to achieve the ISO, which we renew every year.
WE HAVE GROWN BUT CONTINUE TO BE A CONSISTENT, CLOSE AND COMMITTED TEAM
3
OUR CUSTOMERS ARE FROM ALL OVER THE WORLD
WHAT DO WE WANT TO BE? 4 Activity Report 2016
A different real estate company, recognized in the market for its transparency, honesty, consistency and credibility. View We want to be recognized by customers and society as a different real estate agency. Our company not only has to be a good company, but a unique company. 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. Values • Business ethics • Coherence, transparency and confidentiality • Long-term vision • Consistency, quality and perseverance • Knowledge, training and innovation •C onciliation policies and commitment to society.
EXPERIENCE, INNOVATION AND COMMITMENT TO CUSTOMERS
EVOLUTION BILLING
TURNOVER Amat has invoiced in 2016 the figure of € 4.662.281.
Offices
It should be noted that in the commercial area more than 160 home sales operations have been generated. Operations from brand new housing will generate revenues within the next two years. EVOLUTION BILLING milions 5€
4.662.281 €
Central Office of Sant Just, 1000 sqm Activity Report 2016
4€ 3€ 2€ 1€
5
2016
2015
2014
2013
2012
2011
2010
2009
2008
2007
0€
Office Barcelona: 250 sqm
INVESTMENTS
WE HAVE SPENT A LOT OF TIME FINDING A NEW OFFICE IN THE CENTER OF SANT CUGAT, WE HOPE TO OPEN IT IN MID-2017
• Big data • “ Plan renew” to modernize all computer equipment •R eformation of Sant Just office due to the high number of new employees in Patrimonial department • Attendance at international congresses
TO OFFER A PROFESSIONAL SERVICE OF HIGH QUALITY MUST INVEST IN CREATIVE, TECHNOLOGICAL AND SOCIAL INNOVATION Offices Sant Cugat: center and Valldoreix, 325 sqm
PERSONAL
CONSULTANT
7%
2016 2015 2014 2013 2012 2011 2010
In 2016 we had a net growth of 17 employees.
COMMERCIAL
30%
46employees 55employees
PATRIMONIAL
47%
65employees
Distribution by areas
60employees DIRECTORATE GENERAL
63employees
2%
72employees 89employees
FINANCES
6%
GENERAL SERVICES
We have doubled staff over the last 10 years.
8%
Distribution by work centers
6
nationality
69% Sant Just
Activity Report 2016
16% Barcelona 16% Sant Cugat
94%
Nacional Distribution by gender
6%
Internacional
77,5% 22,5% more than 10 years between 5 and 10 year between 1 and 5 years under 1 years
32%
Nationality more than between 40 and between 30 and less than
Academic High school Basic
23% 19%
26% Seniority in the company
50 50 40 30
years years years years
7%
7%
43%
50%
28%
29%
36% Study
Age
In order to be able to reconcile better, the time of exit has been advanced with two proposals to be chosen by the staff. At the same time, lunch break has been reduced. Easter is still free and one of the two weeks of Christmas-New Year’s Eve, 4 weeks of summer holidays, so that parents coincide with school holidays.
WE HAVE REVIEWED AND UPDATED THE DOCUMENTS: MATERNITY A LA CARTE AND TELEWORK
WE ARE A TEAM THAT COMBINES KNOWLEDGE AND GROWTH AND EXPERIENCE WITH ENTREPRENEURSHIP AND INNOVATION
Presentation Genís Roca: “The inevitable digital opportunity”.
TRAINING All the departments have followed a monthly internal training program related to their respective areas. Especially: • Legal and fiscal training. • Training in construction materials, especially the differentials of each promotion that have been put on the market. External training: •D ALE CARNEGIE course of capturing skills. •C ourse on Horizontal Property to Law 5/2006. •L eadership Development Program at EADA. •C ourse “The spark of life. Meetings of Owners. “ •M arketing Strategy Forum. •L AU sessions for commercials. •G enís Roca Presentation: “The inevitable digital opportunity”. • Training TAAFIMMO - review procedures. • “ Rehabilitation and Energy Efficiency of Buildings” Session. • “ Infrastructure in buildings for the recharge of electric vehicles”. •C SR Corporate Social Responsibility Course. • I II Forum Judges / Farm Administrators. •S AGE Murano Training.
Activity Report 2016
FLEXIBLE HOURS
7
QUALITY
The quality of the service is a fundamental value for Amat, that is why, since its inception, we are associated, we participate and / or we are members of the different groups of the sector:
8 Activity Report 2016
We have been Administrators of Collegiate Estates since 1954.
We are Real Estate Property Agents since 1982.
We have been collegiate lawyers in Barcelona since 1973.
We have been Collegiate Economists of Barcelona since 2014.
We are ResponCat since 2015.
We are Factor HumĂ since 2015.
We were the 1st company in our sector to obtain ISO certification in 2000.
Amat Immobiliaris has a 2M â‚Ź insurance guarantee for its customers. In September 2016 we registered in the Register of interest groups of the Administration of the Generalitat and its public sector.
We are part of organizations related to our sector:
QUALITY IS THE GUARANTEE OF OUR OBJECTIVE: THE RECOMMENDATION
8.543
visits at the office
212.266
calls
473.384
emails received
786.840
emails sent
The automation of processes allows us to have updated the management of collections and payments instantly.
553.376
BUSINESS AREAS
Patrimonial • Rental management and wealth management. • Asset management of large accounts: investment funds and family office. • Management of communities. • Maintenance and rehabilitation of buildings.
Commercial • Commercialization of new and second hand properties for sale. • Commercialization of properties for rent. • Commercialization of residential, industrial and tertiary properties. • Commercialization of Luxury properties for sale and / or rental.
records posted
?
217.796 35.825
receipts managed
invoices paid
SECURITY, TRANSPARENCY AND IMMEDIACY
Consultant • Advice on equity investments. • Urban planning advice and land management. • Real estate legal advice. • Fiscal advice.
WE GROW IN SERVICES, WE GROW IN PROFESSIONALIZATION
Activity Report 2016
STRUCTURE INTERNAL SERVICES AND ACCOUNTING
9
BUSINESS AREA: SHAREHOLDERS EQUITY
ADMINISTRATION OF RENT AND MANAGEMENT OF ESTATES ONLINE ADMINISTRATION
PROPERTY
TENANT
View Totally business. The tenant is a client of the owner and, at the same time, our client. Customer loyalty and long-term vision, trying to maintain the profitability objectives proposed by the property, is the only way to be able to manage correctly a heritage.
SUPPLIER
DIGITAL ARCHIVE
Mission Maintain and improve the heritage of our clients.
TENANT LIST
CONTRACT
INVOICES CONTROL
RECEIPT ISSUED
RECEIPT
SUBMITTED
INVOICES CONTROL
INSURANCE
PAID
INVOICE APPROVAL
INVOICES
OUTSTANDING INVOICES
SERVICE FEATURES
10 Activity Report 2016
PAYMENT DOCUMENTATION
VAT DIARY
• Digital virtual archive: Contracts, invoices, settlements, deeds,... Our digital documentary manager at your disposal. • Online management: Owner, tenant and provider can manage your information online, you can see:
SETTLEMENT
INSURANCE
•P ersonalization: Each administrator watches and takes care of the assets of the clients that he / she has assigned, having a global, close and continuous vision of the properties under his / her charge.
INTERACTIVE INCIDENTS
Homeowners • Rental contracts and tenant data • Settlements, invoices • Incidents, • Documentation, insurance policies, IBI, invoices, communities
PIONEERS OFFERING THE ONLINE ADMINISTRATION SERVICE SINCE 2004
Renters • Your data, • Your contract, • Receipts
Suppliers •S tatus of your invoices •P ayment remittances
BUSINESS AREA: SHAREHOLDERS EQUITY
Legal Resignations Renewals Rehabilitations Repairs Several
2016 DATA
110 22
209 205 14
7.415
Activity Report 2016
Managed Departments
2.076 2.636 actions taken
EVOLUTION DEFAULTY RENTALS
2%
1%
NEWS FOR 2017:
• Checking buildings once a year • Software update • Non-payment insurance system change • Redefinition of processes
2016
2015
2014
2013
2012
2011
2010
2009
2008
2016
2015
2014
2013
2012
2011
2010
2009
2008
0% 2007
0
2007
200
404 340 391 319 268 319 304
400
3%
1,29% 1,55% 2,16% 2,28% 2,35% 3,01% 2,09% 2,76% 2,27% 1,46%
502 467 457
EVOLUTION SIGNED RENTAL AGREEMENTS
TRUST US YOUR HERITAGE BY TRUST, SECURITY, TRANSPARENCY, AND IMMEDIACY
11
BUSINESS AREA: SHAREHOLDERS EQUITY
MANAGEMENT OF LARGE ACCOUNTS View Manage large volume of customers - 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.
SERVICE FEATURES
2016 DATA
12
•F lexibility, both in the number of people assigned to the projects, and in the follow-up of the processes, we adapt to the processes of each client. • Fluid and constant communication..
Repairs Techniques Delinquency Contractual terminations Others
Activity Report 2016
• Full collaboration with the internal services of the client-provider. • Control of processes and actions.
285 1.242
890
581 1.276
• Specific monthly or quarterly reports of all ratios. •S eparate equipment for each client. • J udicial administration if the client requires it. • Territoriality: Catalonia and Balearic Islands.
4.274 actions taken
NEWS FOR 2017: • New projects • Increased staffing
BUSINESS AREA: SHAREHOLDERS EQUITY
PATRIMONIAL CONSULTANCY
MAINTENANCE AND REHABILITATION OF BUILDINGS
• Quality audit service for clients who personally manage their assets.
We have a rehabilitation and maintenance team ready to act on complex issues.
• Analysis and improvement of procedures
Engineers, architects, technicians, etc. All reliable and absolutely tested.
•A nalysis and comparative of all types of ratios by such to improve the efficiency of the management. • Comprehensive legal and tax advice.
2016 DATA
Activity Report 2016
otal Rehabilitations Partial rehabilitations (investments >10.000€)
Flats reformation Call center
Urgent calls, weekend interventions and holidays
NEWS FOR 2017:
2
Conferences on rehabilitation and maintenance. We believe that it is time to recover a culture that, because of the crisis, had been parked.
13
13 4
62
81 actions managed
Total rehabilitation of buildings managed by Amat
BUSINESS AREA: SHAREHOLDERS EQUITY
ADMINISTRATION OF OWNERS’ COMMUNITIES View Global Community. It is a patrimonial unit that must be watched from the economic, legal, maintenance and tax point of view so that it does not lose value and, improve it if it is possible.
ONLINE ADMINISTRATION
PRESIDENT
COMMUNITY
SUPPLIER
Mission Work with the board for good community governance.
DIGITAL ARCHIVE
14 Activity Report 2016
COMMUNITY AND 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
• Personal Administrator.
PAYMENT DOCUMENTATION
STATEMENT OF ACCOUNTS INTERACTIVE INCIDENTS INSURANCES
President •S tate of accounts and comparative balance by department. •A pproved budgets and receipts issued from all departments. •S upplier invoices • I ncidents. •D ocumentation, insurance policies, maintenance contracts and supplier relationships.
SERVICE FEATURES
•B udget control, day-to-day accounting. We work in real time, without paper, with exhaustive controls, which results in zero error. • Legal and tax advice. • Constant communication with the Board. •C all center: for the hours in which our offices are closed, weekends, holidays, nights, ... •V irtual and Digital archive: meeting minutes, invoices, policies,... All documents on the Internet. •O nline management: Fully interactive for presidents, community members and suppliers, to be able to do invoices, opening and tracking incidents.
Owner • Personal information. •A pproved budgets and receipts issued from your department •D ocumentation, insurance policies, maintenance contracts and suppliers relationship.
CALL CENTER
Suppliers • Status of your invoices • Payment remittances
BUSINESS AREA: SHAREHOLDERS EQUITY
2016 DATA EVOLUTION DEPARTMENTS COMMUNITIES
Resolved actions Pending actions
9.000 6.000 3.000
852 35.282
2016
2015
2014
2012
2013
2011
2010
2009
2008
2007
0
EVOLUTION DEFAULT IN COMMUNITIES
5,02% 6,13% 5,33% 5,95%
5%
7,02% 5,41% 3,78% 4,98% 4%
8,87%
10%
36.134 open actions
Legal actions Call Center Meeting boards Inspections Maintenance Housing Rehabilitations
1% 4% 0,5% 5%
1,5% 3%
2016
2015
2014
2012
2013
2011
2010
2009
2008
2007
0%
85%
NEWS FOR 2017:
• Generalization protocol for the President • Building questionnaire twice a year • Promote a culture of rehabilitation • Energy efficiency, especially for new maintenance and the Community certificate
Types of management
Activity Report 2016
12.000
7.992 7.500 7.294 9.312 10.066 12.258 12.496 12.428 13.001 13.100
15.000
15
BUSINESS AREA: COMMERCIAL
COMMERCIALIZATION OF PROPERTIES
RENT - SALE
PRODUCT
DEMAND
NEEDS AND REQUIREMENTS ANALYSIS
VALUATION
ACTIVE RESEARCH FOR THE MOST SUITABLE OFFER
MANDATE
DATA ANALYSIS:
PERSONALIZE OFFER
LEGAL:legitimation, physical location, charges URBAN
VISITS
EGAL ENQUIRIES: L certificates
DOCUMENTATION DELIVERY
MK PLAN: Photography, ads
16
View We understand that the real estate operations related to the family house are the most important that usually a family does. That is why all points of view must be taken into account. They should be advised by honest and knowledgeable real estate professionals. Mission Advise, accompany and ensure operations, whether for sale or rent. We want to make things easy and rewarding for both parties. We want to do operations, but what we most want is done it with the maximum information, security and guarantees.
SERVICE FEATURES •K nowledge of the real estate market and the environment in which we operate.
ALTERNATIVES SEEKING
CONSTANT COMMUNICATION
Activity Report 2016
FISCAL AND JURIDICAL ADVICE
FILTRATED VISITS
•K nowledge of the demand segmented by typologies, economic possibilities, characteristics, ... • Transparency in information from the outset. • Rigorousness in the valuation, in the data and in the legal situation of the property.
· NEGOTIATION · INANCIAL ADVICE · CLOSURE · PREPARATION OF JURIDICAL DOCUMENTS
• Communication to all parties involved in the operation.
· SIGNATURE · POST-RENT, POST- SALE
We have a very professional commercial team, committed to the clients and the company. A commercial team stimulated to help, not to pressure.
3
responsibles
2
lawyers
26% > 10 years 37% between
45%
33% < 1
55%
1-5 years
24
commercials
Commercial team distribution
st
Seniority of the commercial team
52% > 40 years
licensed
year
33% between
30 and 40 years
average studies
Sales team eader
Business team age
15% < 30 years
BUSINESS AREA: COMMERCIAL
MANAGED VOLUME FOR SALE 2012
MANAGED VOLUME FOR RENT 2014
62,1M€
2015
439.101€
2016
37,4M€
2014
435.185€
2015
35,1M€
2013
61M€
2016
370.960€
STANDARD COMMERCIALIZATION
96,2M€
Differential aspects for SALE: • Security. Throughout the real estate operation. • Valuation. We know the market perfectly and its prices. We do not want to play to raise prices to get product. It is a frivolity and a risk to the owner.
HOUSES, COMMERCIAL PREMISES, INDUSTRIAL, Distinguishing features for RENT: • Housing delivery questionnaire, as a guarantee for the owner and the tenant. • Scoring tenant analysis to ensure contractual compliance possibilities. • Balanced agreement between the two parties. • Non-payment insurance. • Knowledge of the daily market pulse.
• Legal: _B efore: obtain registration note and analysis before putting the property on the market. _D uring: resolution of any legal or urban subject appeared _A fter: follow-up of the cancellation of pre-existing mortgage charges • Filter visits for security of the seller, avoiding curious. •C onstant communication with both the owner and the interested party.
AVERAGE EVOLUTION OF RENT Barcelona
Sant Cugat
EVOLUTION PRICE IMPACT FOR SALE 2ND HAND
Sant Just
€/m
Barcelona
Sant Cugat
Sant Just
€/m
1.400 1.374
1.200
6.000 5.000
1.000
1.090
800
1.077
0
4.800
4.000
3.150
3.000
3.050
2.000 2012
2013
2014
2015
2016
2012
2013
2014
2015
2016
Activity Report 2016
2016 DATA
17
BUSINESS AREA: COMMERCIAL
COMMERCIALIZATION OF BRAND NEW HOUSING Differential aspects
Differential aspects
• Definition of the real estate development model and its typologies
• 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 at the moment in the whole Catalonia, all prime products.
_ 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. _ F inding the balance between the product, the price and its financing.
• The team. Business consultants with a lot of market and client knowledge, and fluency in different languages.
_ We bring value. • Commercialization
• Personalized service depending on the nationality and the needs of the applicant. Legal advice, processing Golden-visa; welcoming in the city; Accompaniment in the search, not only housing, but also schools, cultural life, sports, etc.
_C ommercial equipment very well prepared that thoroughly knows every real estate development: characteristics, materials, benefits.
• Marketing designed according to the house and the typology of the possible buyer.
_A daptability to customer information and control systems. • Constant communication
18
• International network
Activity Report 2016
_ With the Promoter: detailed reports of commercial activity and results in the fixed periodicity.
_W e belong to several international networks, with which we actively collaborate: EREN, Luxury Real Estate, FIABCI,...
_ With the buyers: quarterly and throughout the duration of the promotion.
_W e have a wide network of partners all over the world: Europe, Russia, China, United Arab Emirates, USA,...
• Definition of the Mk plan
_W e attend 3 or 4 times a year to international conventions where we have the opportunity to present our properties and offer great networking sessions.
_ I t is necessary to design a different Mk plan for each promotion depending on: its location, the product typology, the level of finishes,...
LD
_ I Plan that must evolve and be adapted to the different phases of the promotion.
SO
• We give credibility and guarantee EVOLUTION REPERCUSSION OF NEW BUILDING PRICE IN THE RESIDENTIAL AREA OF BARCELONA St. Just
St. Joan Despí
Esplugues
St. Feliu
St. Cugat
6.000 €/m EN
TE
D
5.000
R
4.000 3.000 2.000 2016
2015
2014
2013
2011
2012
2010
2009
2007
2008
2006
2005
2004
2003
2002
2001
1999
2000
1.000
BUSINESS AREA: COMMERCIAL
• I ncorporation of the big-data application in order to be able to better manage the quality of incoming mails. After a year we have greatly improved this service. • We have sold more than 160 new built flats •D ifficulties in incorporating second-hand housing into the portfolio. •P romotion to the LUXURY department. Exclusive contact phone for this segment directly in English. •P rocedures designed to accompany the client in his incorporation to his new environment in order to facilitate the integration. We have a wide portfolio of services, from accompanying on the subject of schools, insurance, sports clubs, museums, etc.
COMMERCIAL MARKETING • 12 property magazines annually • 1 luxury property catalogue • Report sold and rented • Report marketed promotions • Organization of open days in promotions of new construction •C reation of videos and dossiers of properties. We recommend you view our videos on youtube and our publications in ISSUU. •P rofessional photographic service and home staging. •C ontinued actions in social networks •A dvertising in La Vanguardia, La Torre Magazine, Tot Sant Cugat Magazine, Tennis Conde Godó Tournament Magazines and Vela Tournament, Villae Magazine. Mentions in Expansion, The Times and The Week •L ocal real estate portals: Habitaclia, Fotocasa, Idealista, Pisos.com, Trovimap, Flatalert • I nternational portals: Kyero, Luxury Real Estate, Mayfair International Realty, Eren •A ctive participation in different international networks: EREN, Luxury Real Estate, FIABCI •A ssistance to fairs and congresses: _C ongress Luxury Real Estate. Munich - January _B SH Seminar. Shanghai - March _C ongress EREN. Barcelona _E ncounter Fiabci France and Spain. Paris June
Barcelona Meeting Point Fair 2016
_B SH Seminar. Shanghai - July _C ongress Luxury Real Estate. Aspen - September _M eeting Point Fair. Barcelona - October _C ongress EREN. Lisbon - November
NEWS FOR 2017:
• Expansion of new commercials •C ontinue to achieve transversality in management levels according to typologies • Expansion of management team
WHETHER YOU HAVE AN OFFER OR DEMAND, WE WILL LISTEN TO YOU, INFORM YOU, GIVE YOU GUARANTIES AND WORK FOR YOU THROUGHOUT THE ENTIRE MARKETING PROCESS
Activity Report 2016
IMPORTANT ASPECTS IN 2016
19
?
BUSINESS AREA: CONSULTANT
INVESTMENT ADVICE View The transversality, the look and the long-term management, from the creation of the site through urban development, to the delivery of housing, search and management of buildings and industrial buildings. Mission Get what customers ask for, provide information with maximum transparency and provide legal security.
SERVICE FEATURES •A nalyzed and tested information
20
_ Resurgence of small promoters, who are getting financing for the promotions to realize, the land, that it is necessary that the promoters finance it with own resources. _ This year 2015 has been the year of the rebirth of land demand. There have been operations, not only in Barcelona, but also in the first crown. _ Concerning the impact prices, it seems that there is a certain rate according to the zone: _ In Barcelona city they move between 1,500 and 2,000 € / sqm.
• I nternal and external technical equipment
_ Metropolitan area and surroundings of 750 € / sqm (Baix Llobregat).
•A ccompaniment throughout the process
_ Sant Cugat bordering the 1.000 € / sqm.
Activity Report 2016
Buildings
Industrial
_ Few buildings in the market at prices that have begun to rise strongly
_ Sale and rent.
_ The repercussion prices are between € 3,500 and € 4,500 / sqm. _ Many of this type of real estate can be acquired only by foreigners
_ The rental market has begun to move- In contrast, the sales market is more stationary. At this time there is very good product in the market, there are very competitive prices.
_ Few can be patrimonialized. The starting point is an investment too high and a very low return.
Consultancy
_ The full master of buildings now has 95 buildings informed, plus a similar number of files of collaborators.
_ We are prepared to analyze and prepare important real estate operations.
•M uch concern among investors for the policies of the Barcelona City Council. Land
_ More and more consultancies and evaluations are requested.
_ We advise with transparency, knowledge and common sense. _ We carry out studies of profitability and future projections.
_ Product very demanded, especially in Barcelona and first crown. _ Offer that descends very quickly. It is necessary to reactivate urban planning, it is necessary, above all, that the Public Administration is much faster, safer, offers security and not uncertainties, as it happens now.
SAFETY, CONFIDENTIALITY, INFORMATION
BUSINESS AREA: CONSULTANT
FISCAL ADVICE
URBANISTIC ADVICE
View That our client fulfills its fiscal obligations with the maximum tranquility and security.
_ Different plans in progress, some in already very advanced phase. Others will start now.
Mission Analyze, advise and accompany in the continued relationship with Treasury.
SERVICE FEATURES •T ransparency
?
_ Many things are changing in the market, like urbanistic approaches that stand still. _ There are councils that are already thinking about new developments. _ The sector needs above all to generate confidence, vitality to the system and legal security.
•S ecurity •C ustomization •C ommunication • I ncome, wealth, partnerships, VAT, non-residents, payments on account, model 347, model 184 •E TE models •R equirements Attention • I nspection Assistance
INFORMATION, SECURITY AND CONFIDENCE
LEGAL ADVICE
Activity Report 2016
•R eliability
21 _ Advice, processing and management in legal matters regarding real estate. _ Inheritance and all the diversity that revolves around the real estate world. _ Preparation of deeds, new work and division, segregations, groupings, rectifications, etc.
MARKETING BRANDING
Annual report
Publications •A nnual report • 2 semi-annual Market Reports • 10 Diaries of Change • Calendar Customer events •O n tax issues - March Real estate environment scenes •3 7th.Speaker Jordi Gual, President Caixabanc. •3 8th. Speaker Genis Roca, Roca & Salvatella, digital transformation. •3 9th. Speaker Damià Calvet, Regidor Town Planning Sant Cugat Town Council, Incasòl Director. •4 0th. Speaker Josep Rull, Minister Territory and Sustainability, Catalonia Government.
Calendar
Sponsorship of the ESADE CLUB IMMOBILIARI
22 Activity Report 2016
Speaker Josep Rull
Market Report
Visit to our offices in Sant Just, the Mayor of Barcelona, Ms. Ada Colau, Miquel Muntaner, Regidor de Habitatge and Javier Buron, Manager of Habitatge, to share a working session on the real estate sector and, especially, what Refers to the rent and its current problems.
Internet content generators
77
posts
12.322
2.239
views 41% increase over 2015
41
posts
Activity Report 2016
145
views 52% increase over 2015
videos
23
10.444
views 70% increase over 2015
25
publications
7.102
views 140% increase over 2015 The most successful content is always our opinion of the real estate sector, company events and customer experiences.
786 1.533
1.595
Followers in social networks 40% increase over 2015
1.098
920
GENERATING OPINION Investments •P residency of FIDEM. •S ecretary of Femcat and responsible for the program Parlament and business • ASCEF Board of Directors Family Business Association. •E xecutive Board EADA. • FIABCI Board. •M embers in AIJEC. •M embers in Grup 7. •M embers in Barcelona Global. •M embers of the CCBE British Chamber of Commerce in Spain. •M embers at BUC Barcelona Urban Cluster. • I ncorporation into RACC: to the Board of Directors, the Executive Committee, the Mobility Commission and the Digital Transformation Commission. • I ncorporation into Cobaty. • Incorporation into APCE.
24
Interviews, articles and appearances in media
Activity Report 2016
•R N4-Club21, weekly interviews on Company and Real Estate. •V ia Empresa, opinion articles on The Real Estate Sector.
Presentations •A IJEC, presentation Amat and its values. • ESADE, a round table on The Future of Retail, organized by Professor Simon Dolan. • E SADE Creapolis, roundtable organized by the Sant Cugat City Council on Women. •B usiness Women from Anoia-Penedés, presentation about Women at the Business World. • Pompeu Fabra University, round table on Public-private University funding and fundraising. • Abad Oliva CEU University, round table on the PIMEs Challenges regarding occupation. • ESADE en el Mont de Sant Benet, presidency round table on Leadership. • ESADE, round table on Talent and Emotional Salary. • CTecno, round table on Technological Sector. • Si a la PIME, talking about Amat.
•P unt Diari TV-Illa de Robinson, interview on The Real Estate Market Situation.
•U niversity of Barcelona, several conferences in the Master in Real Estate.
•P unt Diari TV, interview about 50 year old women.
• Congress of Luxury Real Estate, presentation on Real Estate Market in Barcelona.
•6 interviews in Cadena-Ser always as a result of sending the Diary of Change.
• I nmoInter - València, paper organized by Fiabci on Chinese Market.
•A PI Association magazine, several news.
• SIMA - Madrid, presentation organized by Fiabci on International Markets.
•M any queries on The Real Estate Market by different media. •T V3, interview on Image advertising for the campaign “One hundred quick answers”, Sabadell Bank.
• IESE, presentation on Barcelona: Urban Resort. • I nmoscopy, ound table organized by the API Association on Real Estate Market Developments. • InmoInter - Barcelona, arcelona, presentation organized by Fiabci on Chinese Market.
AMAT HEADLINES
Activity Report 2016
Entrevista Setmanal
25 8
16 DE FEBRER DEL 2016
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16 DE FEBRER DEL 2016
albert bertran
dor personal també pot servir: si els meus amics a qui els va bé tampoc poden comprar un pis, és que estem davant un canvi del mercat. Valen tant les dades acumulades de l’empresa com el que et diuen amics i familiars.
temps que proposem una revisió de l’ús dels anomenats locals comercials, sovint obligatoris en determinades promocions. Quan una part important de les nostres compres ja es fan per internet, ¿per què no pensem a facilitar que tants locals a peu de carrer que fa anys que estan buits, es rehabilitin per a gent gran que es mou en cadira de rodes?
J.-M. U.: ¿Fins on han arribat amb aquestes anàlisis? I. A.: En el cas de Sant Cugat, per exemple, en què tant va durar l’exageració de preus com la seva caiguda. De més de 6.000 euros el metre quadrat en el sostre de l’especulació, fins als 2.200 de fa un parell d’anys. No hi havia lògica ni per sobre ni per sota. Avui els preus ja comencen a ser raonables. O. G.: ¿I com es resisteixen tants anys de transició? I. A.: Anticipant-se al que es veia venir. Insisteixo que el nostre gran encert va ser intuir, el 2005, que vindria una caiguda molt dura. Va arribar fins a la pèrdua de vendes del 80%. Com que som una empresa molt implicada en la relació amb els empleats –aquest any es compleixen 50 anys de contracte de la nostra primera administrativa, i aquí segueix–, els vam convèncer que reduir salaris era millor que acomiadar.
CONVICCIÓ. Inma i Joana amat durant un moment de l’entrevista portada a terme a la redacció d’el PerIÓDICO.
TROBADES D’ECONOMIA
Imma i Joana AMAT Gestores de patrimoni, lloguers i pisos
«Només quedaran els que saben gestionar» Dues germanes i tres exemples en un. Immaculada i Joana van heretar l’ambició empresarial de la mare , després de la mort prematura del pare, i són referent per a les agències immobiliàries, perquè contracten comercials a llarg termini. Van superar la crisi iniciada el 2007 abans que ningú.
OLGA GRAU: La seva companyia, Finques Amat, consta entre les empreses immobiliàries que han superat més bé la crisi. ¿Com ho han fet? JOANA AMAT: Tenim un model diferent de l’habitual. La clau ha sigut la formació dels que treballen amb nosaltres, que estan en la nostra organització durant anys. En aquests vuit anys, des del 2008, hem procurat estar molt a prop dels empleats i que aprenguin a afrontar els cicles habituals del sector. IMMACULADA AMAT: I també perquè ens avancem a la crisi del sector. Sabíem comptar grues. No enteníem que hi hagués oferta on amb prou feines hi ha demanda, respecte a les zones on sí que tenim experiència: alguns barris de Barcelona, a Sant Cugat o a Sant Just Desvern, el nostre origen. L’exemple més clar: també administrem pisos de lloguer. A partir del 2005, quan ningú intuïa el que estava a punt de passar, ja advertíem als propietaris que haurien de baixar els lloguers un 20%. Anava contra els nostres ingressos per aquesta activitat. Si algú baixa un 20% el lloguer, el nostre ingrés baixa en la mateixa proporció. JOSEP-MARIA URETA: S’entén si vostès no són només venedores de pisos. J. A.: Cert. El nostre plantejament
empresarial és dividir l’activitat en tres àrees. Tenim comercials que compren i venen pisos. Però també tenim dos departaments més. Un és la divisió patrimonial, que es dedica a la gestió de 21.000 espais, siguin pisos, locals, etcètera. I el tercer és el dedicat a buscar nous projectes.
J.-M. U.: ¿És el seu departament de R+D? J. A.: Sí. Pot ser equivalent al que les indústries anomenen R+D. En el nostre cas, es tracta d’una àrea que no existeix en la majoria d’empreses competidores. Es tracta de crear noves ofertes que ajudin a la nostra activitat principal, la mediació immobiliària. Com que manegem moltes més dades que els competidors, aquesta activitat també és rendible. El que es comprova que és viable, es transfereix als departaments de comercials i als de gestió d’immobles. Creem un prototip, comprovem que funciona i el traspassem a la fàbrica, valgui la comparació. O. G.: ¿Amb tanta informació, segur que saben per què pugen els preus dels pisos? I. A.: Quan un pis de l’Hospitalet val el mateix que un altre a Sant Just, Sant Cugat o Cornellà, com passava el 2005, vam descobrir que s’havia sortit de tota lògica. El meu indica-
EL PERFIL
Des de la seva oficina de tota la vida, a Sant Just Desvern, Immaculada i Joana Amat gestionen 21.000 immobles («peces», en el seu vocabulari), tenen 1.000 pisos en cartera per vendre i aposten pels empleats fixos i ben considerats, marca de la casa.
Si hi ha un any que marca la seva biografia, és 1952. Va morir el seu pare als 28 anys, la Joana acabava de néixer i la seva germana Immaculada tenia dos anys. Només quatre anys abans, Joan Amat havia creat la immobiliària que ara dirigeixen les seves filles, després d’una meritòria decisió de la seva mare, Concepció Amigó, de tirar endavant una iniciativa que en aquells anys es considerava reservada als homes.
Les dues germanes han superat de sobres aquella barrera invisible. Amb títols universitaris com la majoria dels seus empleats, innovació constant en la gestió (tots els rebuts es gestionen amb un programa informàtic propi) i presència pública en diversos fòrums progressistes de tota índole, sobretot en aquells en què es doni suport a la promoció de les dones amb iniciativa. És el que han après d’ençà que van néixer.
J.-M. U.: ¿I els empleats s’adapten? I. A. / J. A.: El 2006 vam suprimir els variables en el salari. Els hem recuperat el 2015. Hem intensificat la formació, en qualsevol dels departaments, fins a aconseguir que qui estigui en l’àrea comercial pugui passar a gestió d’immobles o a projectes. Tenir empleats amb contracte estable ajuda a fer que es puguin adaptar a les necessitats. La titulació superior que tenen la majoria dels nostres empleats és clau per a aquesta versatilitat. O. G.: La crisi immobiliària s’està superant. Vosaltres, pels anys d’experiència, sabeu que respon a cicles econòmics. ¿Quina experiència n’heu tret? J. A.: El 2007, el mercat ja estava malalt, encara que nosaltres vam aconseguir el nostre millor compte de resultats. Però sabíem que venien de promocions d’anys anteriors i que s’anava a parar en sec. Un indici era que augmentaven els compradors que eren només inversors, no buscaven una vivenda com a llar. I. A.: El preu del sòl no parava de pujar des del 2004. Promotors, especuladors i al final els bancs, que es van convertir en promotors, van crear la bombolla. La nostra experiència en el sector, heretada de la nostra mare des dels anys 60, ens va fer ser prudents. ¡I aprofitades! Vam ampliar al doble la nostra seu social, gràcies al crèdit fàcil. J.-M. U: Ha quedat el dubte de si els preus desorbitats es deuen al preu del sòl o és al revés. I. A. / J. A: El preu del pis marca el del sòl. Els usos del sòl han canviat i les lleis no ho reflecteixen. A Barcelona tenim un pla dels anys 70 i només s’ha modificat en petiteses, sense tenir en compte les necessitats dels ciutadans. L’urbanisme hauria de pensar més en l’evolució de la societat, les persones. Fa
«Saber comptar l’excés de grues ens va ajudar a prevenir la crisi immobiliària dos anys abans» «La formació dels empleats és clau perquè s’impliquin en el futur de l’empresa» «Els joves tendeixen més al lloguer. Els sous acaben fixant el preu dels pisos»
O. G.: Els precedeix la fama de trencar molts motllos en el sector. I. A. / J. A.: Des dels orígens. Finques Amat la va fundar el nostre pare, Joan Amat, el 1948 amb 24 anys. Va morir el 1952 i la nostra mare, Concepció Amigó, es va fer càrrec de l’empresa, en un entorn d’activitat, la construcció i venda de pisos, en què dominaven els homes. Ho hem viscut des de la infància. Hem arribat a ser una empresa amb tot dones, una plantilla de 50. Ja ho anem equilibrant... O. G.: Han reconegut que la facturació, més que la plantilla, ha patit retallades en aquests anys de crisi. ¿Com tanquen l’exercici del 2015 i afronten el del 2016? I. A.: La nostra plantilla ha variat una mica els últims anys, però la tendència sempre ha sigut anar en augment. Hi ha ajudat que, per la nostra experiència en el sector i la nostra anticipació a la crisi immobiliària, ens hàgim presentat als primers concursos que van fer els bancs per desprendre’s d’algunes de les seves promocions. Això suposa incorporar nous empleats. Tenint en compte aquestes premisses, durant el 2015 vam aconseguir una facturació de 4 milions d’euros amb una plantilla de 63 empleats. A finals d’any vam contractar set professionals més després de l’adjudicació de noves promocions de les quals es desprenen els bancs. J.-M. U. : Això confirma que el seu fort no és fer promocions malgrat la creació de la Sareb, la societat dels bancs i l’Estat que s’ha fet càrrec dels immobles de difícil venda. ¿Com valoren la seva actuació en aquests anys? I. A.: La presència de la Sareb en el mercat immobiliari ha tingut un efecte immediat i comprovable: dos o tres anys de paralització absoluta. Pensem que si s’hagués donat una mica més de marge als promotors, encara que hagués sigut amb quitances importants de preus, el mercat s’hauria ajustat amb més rapidesa. O. G.: ¿Podem estar davant una nova bombolla? ¿Hem après del passat? J. A.: Tot depèn dels sous. Si no pugen, difícilment pujarà el preu dels pisos. Però hem de constatar també un fet que és nou: els joves tendeixen cada vegada més al lloguer. Desestimen la compra. En el període de crisi, els lloguers van baixar un 30%, s’ha recuperat un 10% des d’aleshores, i ara pugen un 3%. No s’incrementarà gaire més. És un tendència nova que haurem de tenir en compte. H Vegeu el vídeo d’aquesta notícia amb el mòbil o a e-periodico.cat
CORPORATE SOCIAL RESPONSIBILITY Transmission of securities • Jury of Factor Humà Mercè Sala Prize. • Mentoring program for Barcelona Activa and IWEC. • Papers to Institutes within the Femcat School and Business Program. • Time flexibility: adaptation to hourly reform in order to improve family reconciliation. • Project Incorporate and AURA Foundation. • Reception of young foreign students with internships.
26 Activity Report 2016
Sponsors of presentations by writers of Sant Cugat • J ordi Corominas •E mpar Moliner, do all this because I’m very afraid. • Albert Cortina, Emerging Technologies. • J osep M. Martí Rigau, The Invisible Seat. •R oser Amills, La batxillera. Gifts of books or sculptures to clients.
Sponsorship and awareness campaign AECC (Spanish Association Against Cancer), Day collect. Awareness Campaign TEA (Autistic Spectrum Disorder). Collaboration with Sant Just Solidari. Sponsoring sports and cultural events with neighboring entities.
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