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IMG Golf Course Services have announced that Agustin La Rocca has been appointed as Real Estate Consultant.


Agustin will provide IMG’s portfolio of award-winning clubs and resorts with unique real estate support with a focus on strategic sales & marketing plans, creation of monitoring tools and overall real estate and resort business development. In the last 15 years, Agustin has held different senior management positions at some of Europe’s leading golf resorts and development companies including Polaris World, PGA Catalunya, Abama Resort, La Manga Club and Troia Resort.  


Russell Hannah, Senior Director at IMG Golf Course Services, commented: “Our aim is to support our portfolio of clients across all areas of their business and having Agustin as part of the team will allow us to further strengthen that level of support, especially for those clients with real estate developments. He has many years of experience working at various high-end resorts and we are confident that our clients will benefit greatly from his support”.


In an exclusive interview, Agustin talks more about the current international real estate situation and the variety of areas in which IMG Golf Course Services can support resorts with their residential developments.


What would you say are the main benefits of buying a property in a golf resort? 


Buying a house or an apartment in a golf resort means you are buying much more than just a property: you are buying a lifestyle. By living in a golf environment you will have access to open spaces, vast green areas, high level of security, low density and an array of services that are available to residents. 


As a result of the pandemic, the opportunity to work from home is increasing the interest in golf resort living in different parts of the world. Do you notice a change in the demographic of buyers today, compared to 3-5 years ago? 


Yes, a few years ago, most of the buyers were holiday makers or investors planning to retire. Today, there is a huge demand from younger buyers, some of them even living on their own – this specific demand is also changing the general offer and services available within the resorts.


If we take resorts which are located close to the main cities, we notice a high demand of young families looking for their first home. Both of these trends are rejuvenating the resorts population and increasing the permanent occupancy.


Buyers usually also have access to a golf membership at the resort where they purchase a property. In your view how can the IMG Prestige network help the commercial process? 


The IMG Prestige network is an excellent advantage and adds a high level of perceived value to the golf property that buyers are considering for two reasons: the brand seal of quality that IMG offers and the privileged access they will have when playing at some of the best golf courses around the world including Ryder Cup venue Le Golf National, Turnberry or Dubai Creek.


How can IMG deliver value to the real estate development and sales process? 


Every customer is unique. Different locations, different products and different clients all with their own unique needs. Using our extensive experience, we work alongside clients to develop a bespoke real estate sales strategy.


If the project is in the pre-opening stage, we advise clients on the key markets to target and then support them with creating the correct properties (type of properties, size, design, quality, price, etc.). Having a good understanding of the international markets and their needs are extremely important for the success of any golf real estate development.


Once we have worked with the owners to design the best products, or if the project has already been launched, we then assist in developing a focussed sales and marketing strategy that will achieve the desired commercial results. In both cases we create specific sales procedures and develop a bespoke commercial network to generate leads through both direct (print and digital media, networking events etc.) and indirect channels (local and international estate agents).


We are also use uniquely positioned to support clients with creating their marketing campaigns and in the design and production of branded sales materials.

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