07 Apr 2013
Words Tim Admin

Minns Effort - Maximum Results!

First time owners, Michael and Lesley Minns, hadn’t heard of management rights before they departed western NSW seeking a seachange. Just seven months later, their La Mer beachfront apartments on the Sunshine Coast are thriving.The Minns’ inspirational story highlights the elements crucial to lifting revenue and adding value: expert, professional assistance, a strong marketing focus, great presentation, and a positive relationship with unit owners.Enthusiasm and proven business acumen were the first vital ingredients. Michael and Lesley previously lived on a hobby farm near Orange, owning and operating a café in town. Their flair for hospitality was clear.“We were passionate about our café and worked very hard,” Michael said. “We won the Restaurant and Catering Association Award for the best café west of the Blue Mountains. But the dusty bush conditions got to us, and we opted a sea change. We bought our Sunshine Beach management rights business in October, and haven’t looked back.” Michael says the first step to success was the input of trusted professionals: Glenn Millar of Resort Brokers to handle their purchase, Phil Jensen of NAB for finance, Greg Kamp of Kamp Business Accountants for due diligence, and Michael Kleinschmidt of Munro Thompson Lawyers.“Glenn and Resort Brokers were wonderful, always there when we had questions,” said Michael. “Munro Thompson Lawyers were extremely thorough; keeping us informed every step of the way and, like the others, very knowledgeable in the field of management rights.” From there, it was all up to the Minns. “One of our first priorities was to identify how La Mer was portrayed in the market. We looked at every accommodation website that listed or linked to us, updating photos and all information. It was amazing how many were out of date.” Then came a thorough overhaul of all La Mer marketing material – new professional photography, vital to maximise appeal, a complete website upgrade, and new brochures.La Mer was also in need of some TLC. In just seven months, all crockery, cutlery and small appliances were replaced, three major apartment refurbishments completed, and a host other minor upgrades. “We went to our first AGM armed with an abundance of costings for upgrades,” Michael said. “Our body corporate committee was wonderful, understanding we were trying very hard to lift the image and performance of our beautiful beachside complex.” Already the property boasts a new state-of-the-art phone system, new signage, pool furniture and many other improvements. The benefits are seen in impressive bottom line growth. “Every month has been better than the corresponding period last year. Some have been 60 to 70 per cent better, with one month over double the turnover of the 2006 figure.” Congratulations Lesley and Michael, proud hosts at La Mer, Sunshine Beach – proof of what can be achieved with initiative, hard work, and the support of unit owners who appreciate their managers are looking after their asset.