Promotion of sales and leasing programs

Website

In March 2013, DHA combined its two websites (www.dha.gov.au and www.invest.dha.gov.au) into a single site. Subsequently, for the first time, all of DHA’s sales and leasing programs can be viewed in the same location. New videos, accessible via the site, highlight the benefits of the DHA Lease Agreement and DHA Property Care.

In terms of the SLB program, prospective investors can view a description, photographs, floorplan and a location map for each property listed for sale. From March 2013, prospective investors could more easily view expected outgoings and better access related documents. In  the majority of cases, properties could be viewed up to one week before release. Prospective investors can also use the website to access a number of tools and additional information resources and register to receive property alerts and other promotional material from DHA via email.

In terms of leasing programs, private owners can offer their property to DHA by completing and submitting an online application. From March 2013, the application form was streamlined – resulting in an increase in applications. DHA Online Services provides lessors with access to details of their DHA property portfolio, including financial statements, property photos and inspection reports.

Advertising and media

Most of DHA’s advertising and media activity in 2012–13 focused on promotion of the retail SLB product. Mainstream media including online, radio and press advertising, were the most common channels used.

Despite high investor demand during the reporting period, DHA undertook a targeted advertising campaign to maintain brand awareness and ensure sufficient future demand. Testimonial and case study advertising of investors’ experiences continued to be a key tool used. DHA also created specific campaigns to complement its marketing agreement with the Canberra Raiders.

The SLB product enjoyed considerable media attention throughout the reporting period, as the security of DHA’s lease continued to be recognised in comparison to other investments. DHA undertook a regular column in The Daily Telegraph over several months, as well as writing or being interviewed for specific pieces. Publications covering the SLB product on multiple occasions included Money, Your Investment Property and Smart Property Investment magazines.

Targeted advertising was undertaken to attract private owners to lease their property to DHA in locations where it was needed. Newspaper advertising was the channel most used for this purpose, supplemented with a small amount of online advertising.

SLB investment seminars

During 2012–13, DHA continued to host investment seminars for prospective private investors in most capital cities and many regional centres throughout Australia. The sessions provided an overview of DHA, the benefits of the DHA Lease Agreement and how to buy a DHA property.

Highlights of the seminar were videos of DHA properties and testimonials from lessors. Attendees were able to ask questions of DHA representatives and were provided a comprehensive information pack. On many occasions, financial representatives were also present to take questions or to make appointments to see prospective investors.

Leasing investment seminars

For the first time, DHA hosted an investment seminar in Sydney targeted at private owners, builders and developers interested in leasing to DHA, properties located within 10 kilometres of the Sydney CBD. The session provided an overview of DHA, the benefits of the DHA Lease Agreement and how to lease a property to DHA.

DHA lessor exclusive events

During 2012–13, DHA focused on continuing to foster relationships with lessors through seminars, exclusive events and special subscriptions and offers.

The Inside Word seminar series provided lessors with the opportunity to hear from Effie Zahos, editor of Money magazine, about the pros and cons of investment in various asset classes. Events were held in Canberra, Melbourne, Sydney and Perth. Lessors had the opportunity to network, access industry experts and speak directly with DHA staff.

In partnership with Gourmet Traveller magazine, DHA hosted functions in Canberra and Sydney. Half of the attendees were DHA lessors and the remainder were magazine subscribers, seeking to learn more about DHA’s sales and leasing programs.

For the first time, DHA also hosted a lunch for selected lessors in Canberra to meet DHA’s new Managing Director, Peter Howman. DHA intends to extend the lunch series to other locations in 2013–14.