Lowe Group

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As property trends shift and evolve, it's important for developers to constantly keep up with what buyers want. <a href="https://www.urban.com.au/developers/lowe-living">Lowe Group</a> Managing Director Tim Lowe had a chat to Urban.com.au about the buyer requests of 2019, and more specifically, how the concept of "off-the-plan" is shifting to another form of "building your own home" thanks to the response to customer demand for customisation.

Urban.com.au: Given the success of <a href="https://www.urban.com.au/buildings/lumiere-black-rock-68-bluff-road-black-rock">Lumiere</a> Black Rock’s record sales, what do you believe were the stand out features which set the development apart from other properties within the Black Rock area?

Tim Lowe: The contemporary nature of architecture and our partnership with the internationally renowned design partner, Warren and Mahoney, allowed us to create a building that had a rich story behind it whilst also being contemporary and fitting with the area. Further to that, the features being the offering, single-level two and three bedroom apartments with large outdoor areas. Whereas Black Rock is typically renowned for two-level townhouses and large single homes. So it gave an additional opportunity for our downsizer demographic.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/lowe2004_black_rock_v07_garden_to_living_low.jpg" rel="gallery-all" title="One of Lumiere's expansive outdoor courtyards. Image credit: Lowe Group"><img alt="One of Lumiere's expansive outdoor courtyards. Image credit: Lowe Group" class="image-article-full-width-580px" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/lowe2004_black_rock_v07_garden_to_living_low.jpg?itok=Cf-tCFds" style="width: 580px; height: 290px;" title="One of Lumiere's expansive outdoor courtyards. Image credit: Lowe Group"></a>

<figcaption>One of Lumiere's expansive outdoor courtyards. Image credit: Lowe Group</figcaption></figure>U: How do you go about discovering what buyers want in an apartment? What kind of research is involved?

TL: We can confidently say we have a clear understanding of our demographic (downsizer). Firstly, we assess the market by understanding our buyer is a downsizer and they would be looking for an apartment that does allow them to release some equity from their existing home. Therefore we are very considerate about price point and providing varying floorplan considerations, for example at Lumiere we offered 6 unique floorplans each one tailored to suit different buyers and financial provision. Lowe Living also has a rich history working with this demographic and we frequently engage with our clients across all our projects to get feedback, in particular from our customisation/personalisation services, to ensure the next projects include the items they’re typically requesting.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/g.01.png" rel="gallery-all" title="Residence G.01"><img alt="" class="image-article-full-width-580px" height="262" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/g.01.png?itok=nE1jkvfv" title="Residence G.01" width="580"></a>

<figcaption>Residence G.01</figcaption></figure><figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/g.02.png" rel="gallery-all" title="Residence G.02"><img alt="" class="image-article-full-width-580px" height="255" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/g.02.png?itok=Uqn6ZnIh" title="Residence G.02" width="580"></a>

<figcaption>Residence G.02</figcaption></figure><figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/g.03.png" rel="gallery-all" title="Residence G.03"><img alt="" class="image-article-full-width-580px" height="607" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/g.03.png?itok=KGXMZWX4" title="Residence G.03" width="580"></a>

<figcaption>Residence G.03</figcaption></figure><figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/1.01.png" rel="gallery-all" title="Residence 1.01"><img alt="" class="image-article-full-width-580px" height="335" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/1.01.png?itok=2nQkGvdW" title="Residence 1.01" width="580"></a>

<figcaption>Residence 1.01</figcaption></figure><figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/1.02.png" rel="gallery-all" title="Residence 1.02"><img alt="" class="image-article-full-width-580px" height="248" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/1.02.png?itok=KBph5xxh" title="Residence 1.02" width="580"></a>

<figcaption>Residence 1.02</figcaption></figure><figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/1.03.png" rel="gallery-all" title="Residence 1.03"><img alt="" class="image-article-full-width-580px" height="506" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/1.03.png?itok=T1sYruPb" title="Residence 1.03" width="580"></a>

<figcaption>Residence 1.03</figcaption></figure>U: In what ways have apartment characteristics and features changed, and how much of that is influenced by economic, societal and environmental factors?

TL: In the areas in which we play (broader Melbourne, in particular, Bayside), apartments were typically tailored to the first home buyer and investor with limited amounts of amenity and lifestyle. Now we are tending to find that because of that ageing demographic and the capital growth that people have seen in our areas with their existing home, we are finding a more considered buyer who is more particular on quality of amenity (larger master suites, walk-in robes, home-style kitchens, fireplaces, sense of entry), access to ground floor, private open space and high-quality finishes and finishes. Our demographic is also taking the opportunity to move closer to the epicentre of the community with easy access to local shops and cafes/restaurants.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/lowe2004_black_rock_v02_living_g03_low.jpg" rel="gallery-all" title="Living area in one of the Lumiere residences. Image credit: Lowe Group"><img alt="Living area in one of the Lumiere residences. Image credit: Lowe Group" class="image-article-full-width-580px" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/lowe2004_black_rock_v02_living_g03_low.jpg?itok=1XA9XaNU" style="width: 580px; height: 299px;" title="Living area in one of the Lumiere residences. Image credit: Lowe Group"></a>

<figcaption>Living area in one of the Lumiere residences. Image credit: Lowe Group</figcaption></figure>U: In your opinion, which design choices and additional features add the most value to a development?

TL: Firstly, the uniqueness of the project design. For our buyer, key design choices include flexibility of living spaces and be able to cater for large family gatherings on an infrequent basis. We ensure the areas that are most frequently used within the apartment – kitchen, master suite, living and dining – assimilate the level of amenity that they’re accustomed to in their larger homes but providing a more functional and effective floorplan. We also make a lot of considerations around the key fundamentals of a home, including a sense of entry and segregation of spaces within an apartment such as having privacy to your master bedroom (leading off a hallway). The building's geometry is also very important, where we consider liveability within the design, offering less reliance on systems with the prospect of natural air flow and solar in the Winter. Whilst also leverage off our Bayside location by using neutral tones and giving great consideration to bright spaces, with low maintenance material selection.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/lowe2004_black_rock_v04_kitchen_g03_low.jpg" rel="gallery-all" title="Modern kitchens with high end appliances and bespoke cabinetry. Image credit: Lowe Group"><img alt="Modern kitchens with high end appliances and bespoke cabinetry. Image credit: Lowe Group" class="image-article-full-width-580px" src="/s3/files/styles/article_full_width_580px/public/pictures/article-images/lowe2004_black_rock_v04_kitchen_g03_low.jpg?itok=om_9eBKD" style="width: 580px; height: 322px;" title="Modern kitchens with high end appliances and bespoke cabinetry. Image credit: Lowe Group"></a>

<figcaption>Modern kitchens with high-end appliances and bespoke cabinetry. Image credit: Lowe Group</figcaption></figure>U: Do you ever experience buyers making customisation requests prior to construction? 

TL: This part of our Lowe Living offering, where we engage closely with our buyer to ensure they understand the particulars of their future home and allow them to personalise their home prior to construction. We promote them to consider how the space can work for them and ensure the space is how they envisioned when we deliver the final product. We are conscious of our client’s unique individual preferences, in terms of how they like to live within their home. We also offer a professional service from the Managing Director through to the Project Architect to ensure every detail is covered. We find all our clients engage in this service before construction and this is evident across all our projects to date.

U: What are the key design trends of 2019 you've found to be the most popular among buyers of your developments?

TL: Personalisation and a strong focus on Client Services (customer services), first and foremost. 2019 has seen a more astute and considered buyer enter the market, as the dynamic of the market has changed. Our buyers are expecting more engagement with the product and a better level of customer service. Buying off the plan is almost becoming more akin to a process of building your own home, where buyers want to be involved throughout the entire process including frequent inspections and being kept up to date with progress and activity. We have responded to this market with a dedicated Client Services team, where our client is at the forefront of our business.
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Olivia Round

"Buying off the plan is almost becoming more akin to a process of building your own home" says Lowe Group's Tim Lowe

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Urban recently spoke with Tim Lowe, founder and Managing Director of privately-owned property development and construction firm Lowe Group.

Active across Melbourne's bayside suburbs since 2015, Lowe Group has forged a reputation for unique small-scale projects. With expansion plans afoot, Urban posed a number of questions to Tim in order to understand what has underpinned Lowe Group's success to date and in what direction he intends to guide the blossoming business.

After growing up in his family’s construction business and working in Tier 1 construction, Tim created Lowe Group with the intentions of solely aiming his projects at owner-occupiers. To this end, all developments undertaken by Lowe Group thus far have common traits.

A lineage of high spec projects is the result, with a premium placed on functional spaces. Larger apartments at a specific price point is very much in Lowe Group's wheelhouse given that the target sales profile for all projects is 100% owner occupier.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public//pictures/article-images/image1_10.jpg" rel="gallery-all" title="Design to the fore: Promenade Aspendale"><img alt="" class="image-article-full-width-580px" height="629" src="/sites/urban.melbourne/files//styles/article_full_width_580px/public/pictures/article-images/image1_10.jpg?itok=dKDEH7TO" title="Design to the fore: Promenade Aspendale" width="580"></a>

<figcaption>Design to the fore: Promenade Aspendale</figcaption></figure>Tim Lowe noted the firm has grown rapidly since inception to a point where a development pipeline valued at $77.1 million is in place, backed by a confirmed construction pipeline of $48.6 million.

Pescar in <a href="https://www.urban.com.au/new-townhouses/mordialloc-vic">Mordialloc</a> is the firm's most recent completion, whilst Promenade Aspendale is now at construction. 

Both are representative of the type of project undertaken by the developer, where Pescar achieved a record for a 3-bedroom off-beach apartment in the area at $1.25 million. Promenade's $1.45 million 135 square metre penthouse also notched the highest price achieved for a non-beachfront apartment in Aspendale.

Recent events have seen Lowe Group attain planning approval for a $21 million high-end residential project on the Black Street and St Andrews Street intersection in Brighton, in addition to settling on a 2,150 square metre site in Parkdale. 

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public//pictures/article-images/image33_14.jpg" rel="gallery-all" title="Linacre Park Apartments by Lowe Group, designed by Maddison Architects"><img alt="" class="image-article-full-width-580px" height="312" src="/sites/urban.melbourne/files//styles/article_full_width_580px/public/pictures/article-images/image33_14.jpg?itok=C5spTFNd" title="Linacre Park Apartments by Lowe Group, designed by Maddison Architects" width="580"></a>

<figcaption>Linacre Park Apartments by Lowe Group, designed by Maddison Architects</figcaption></figure>Quizzed as to how Lowe Group attains the right architect for a given project, Tim explained that the selection process revolves around the ability to identify which design practices have functionality at their core. Beyond the initial meeting, its a matter of ensuring that both developer and architect maintained aligned in terms of values and project goals, according to Tim.

Lowe Group maintains two divisions; Lowe Living which covers off property development, and Lowe Create which is tasked with design and construction.

Tim Lowe explained that the in-house nature of the business allows for a heightened degree of quality control across all aspects of a given development. With marketing and sales also maintained internally, this allows Lowe Group to react swiftly to any changes requested by buyers.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public//pictures/article-images/image34_15.jpg" rel="gallery-all" title="Promenade Aspendale"><img alt="" class="image-article-full-width-580px" height="311" src="/sites/urban.melbourne/files//styles/article_full_width_580px/public/pictures/article-images/image34_15.jpg?itok=jSWgWxb5" title="Promenade Aspendale" width="580"></a>

<figcaption>Promenade Aspendale</figcaption></figure>In terms of expansion plans Lowe Group is being positioned for a tilt at Melbourne's inner eastern bluechip suburbs. Geographically the firm won't be constrained to bayside suburbs, now looking to transfer a successful development formula to the likes of Toorak.

Quizzed as to whether more sizeable projects are envisaged, Time explained that growth aspirations do not necessarily translate to tower-scaled developments. Rather the size of any project will be limited to the firm's ability to still meet their internal values and the need to maintain customer service at the fore.

Asked how Lowe Group be perceived in five years, Tim's answer revolved around being an accountable brand. Known for maintaining the focus on the purchaser and maintaining an open front door policy is paramount.

There's no set timeframe to achieve certain goals, but there is a want by Tim Lowe to expand the business to Perth in particular where he has experience.

In nominating Perth Tim says he understands the fundamentals, despite current market conditions. He believes a niche exists in the market that Lowe Group are looking to capitalise upon.
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