Annual Activities Report 2013

Patrimonial. Commercial. Consultant. Taxation

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Barcelona Sant Cugat & Valldoreix

Sant Just Desvern

(+34) 934.803.400 [email protected] www.amatimmo.cat

Table of Contents

What Are We? Page 3

History – Vision – Mission – Values

Who Are We? Page 4

Governing Bodies – Staff

Where Are We? Page 5

Offices

Structure Page 6

Internal Services and Accountancy – Quality

Turnover Page 7

Invoicing – Investments

Business Areas: Patrimonial Page 8

Rentals and Wealth Management

Administration of Owners Associations

Business Areas: Commercial Page 10

Standard

Luxury

Business Areas: Consultant Page 12

Investments– Town planning – Legal – Tax

Marketing Page 13

Advertising: Branding – Product

PR: Amat Events – Amat and Society – Amat in the News

In the current market

it is more important than

ever

that we put ourselves in

our clients’ place,

that we understand their

needs and

that we provide tangible

evidence of our all-round

path as a company and

group of professionals.

That is why we draw up

each year a balance of the

work done.

Presented by:

Immaculada Amat

Joana Amat

April 2014 Date:

ANNUAL ACTIVITIES REPORT – 2013

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Amat. What Are We?

History

We are a family business in the real-estate sector, founded in 1948, with 65 years’

experience, and managed today by the second and third generations of the Amat family.

Vision

We want to be recognised by clients and society as a different estate agency: our company

has to be not only a good company but a unique company.

Mission

Our mission is to provide advice on and manage the wealth of our clients, within a

framework of absolute professionalism and honesty, using innovation and technology to give

the best possible service with a high level of personalisation.

Values

Business ethics

Coherence, transparency and confidentiality

Long-term vision

Constancy, quality and personalisation

Knowledge, training and innovation

Policies of work-family conciliation

Social commitment

In order to advise

a client

with certainty,

it is essential to have

the experience

and ability to provide

a real comparison

gained from

the company’s

own practical know-how.

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There are no minor roles,

just minor actors.

With all of us working

together,

we can go a long way.

We have grown,

yet we remain

a cohesive team.

Amat. Who Are We?

Governing Bodies

Family Council

Made up of members from all three generations, it has a consultative function. One of its

current tasks is gathering together the company history. Starting out in conversation with

the founder Concepció Amigó, we aim to reproduce its history, the development of the

profession, the social and lifestyle changes, and the changes that have taken place in

the territory between 1948 and today, in recognition of the role they have played in the

creation and consolidation of Amat. and as a legacy for the third and future generations.

Board of Directors

Consisting of the family members who work in the company, it has a General

Management function. It is headed by the 2nd generation: Immaculada Amat and Joana

Amat, who in recent years have been joined by the 3rd generation: Guifré Homedes

Amat, Nadia Massagué Amat and Martina Homedes Amat.

Coordination Committee

Consisting of the Heads of Office and heads of the various Business Areas, it has a

coordinating function and makes decisions concerning the good performance of the

company.

Staff

At the end of financial year 2013

we had a staff of sixty:

81% women

19% men

40% with a 4-year

university degree

12% with a 3-year

university degree

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Amat. Where Are We?

Offices

We have offices in Barcelona and the main surrounding residential towns:

Barcelona office: 250 m2

Sant Cugat del Vallès offices – Valldoreix and Centre: 325 m2

Sant Just Desvern office: 1,000 m2

(Headquarters, where the Company management is based)

We are experts in

Barcelona with an

international mission.

We are in

the Catalan capital

and main surrounding

residential towns.

Our clients are from all

over the world.

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Amat. Structure

Internal Services and Accountancy

For a company focusing on client service it is essential to rest assured that the back office

runs like clockwork, that its processes are automated to the utmost, that deadlines are met,

and that the possibility of error is minimal. For Amat. all that is an obsession.

FIGURES FOR 2013

Quality

Quality of services is a fundamental value for Amat., which is why we have from the outset

taken part in and/or have been members of various associations in the sector:

We have been official Property Administrators since 1954

We have been official Real Estate Agents since 1982

We have been Lawyers registered with the Barcelona Bar Association since 1973

We were the first company in the industry to obtain ISO 9002 certification, in 2000. In

2003 we improved this by obtaining the current ISO 9001 in order to adapt to the new

European certification regulations.

FIGURES FOR 2013

Telephone calls 130,732

Online receptionists 4.5

No. of records recognised 400,000

No. of receipts managed 132,951

No. of invoices paid 37,977

We have had all our Business Areas and offices audited and certified. As in each year,

the result has been NO NON-CONFORMITY, and there were only two proposals for

improvement measures.

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Amat. Turnover

Invoicing

Amat. invoiced in 2013 a figure of € 3,403,974

Investments

Investments in 2013 were as follows:

Publication of a new real-estate website aimed at the Chinese

market:www.barcelonasecondhome.com.

Acquisition of a new business management programme: TAAF.INMO.

Acquisition of a new tax management programme SUMMAR.SUASOR.

Incorporation into the CLOUD.

A high-quality professional

service cannot be

provided

without having

innovation and

new technological tools.

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Investing in rentals

is the future.

Amat. Business Areas PATRIMONIAL

Rentals and Wealth Management

We administer buildings with full guarantees, both when it comes to choosing tenants and

throughout the period of the contract. Insuring the rental is the cornerstone, while at the

same time achieving maximum profitability and ensuring maintenance.

Our clients each have a Personal Administrator with excellent training and an overall view

of your real-estate property, who will help you make it profitable and find the right way to

improve it.

Our Online Service provides our clients with full information in real time, at anytime and

from anywhere, allowing them to forget about document archiving, as we are their digital

archive for ever!

FIGURES FOR 2013

NEW FEATURES FOR 2013

Amendments to the Urban Rentals Act. Act 4/2013, of 4 June, on ‘measures for flexibility

and promotion of the property rentals market’.

Energy efficiency certificate.

Departments administered 4,044

Bad debtors 2.09%

Online owners 80%

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Amat. Business Areas PATRIMONIAL

Administration of Owners Associations

We administer such associations as if they were companies, in three broad spheres:

Financial carefully drawn up budgets, complete control over expenses and liquidity, bad

debts under control, data permanently updated and available (Online Service).

Legal and taxation abiding by existing and new regulations, formalising the corresponding

taxation documentation (as regards taxpayers), concept of the Association as a property

asset that has to be cared for and maintained so as to ensure that it does not lose value.

Communication fluid relationship with the Board and residents (essential for good running

of the Association), information about any new features on legal matters (important for the

President’s duties), mediation between residents in the incidents that arise inevitably (a

necessary task for the well-being of the Association and of the residents forming part of it).

FIGURES FOR 2013

NEW FEATURES FOR 2013

SEPA (Single Euro Payments Area) Regulations; over the last quarter we have been

preparing to get into a position to migrate to SEPA at the end of the year. We now have

everything ready and we await instructions from the Bank of Spain.

Your home,

is the most precious thing,

but so is the Association.

Departments administered 12,496

Bad debtors 4.48%

Presidents of Sant Just online 75%

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Our challenge

has always been

to find the building

the clients need, to be at

their side throughout

the entire operation,

and to leave them so

happy that they

recommend us.

That is why, for years

now, over 60%

of our operations have

come from

recommendations.

Amat. Business Areas COMMERCIAL

We see the purchase / rental of a home as an operation with important effects for the lives /

businesses of both parties taking part in it. That is why our mission is to advise clients,

remain at their side throughout the entire operation and manage to make the operation easy

and gratifying for all concerned.

We understand and are aware that we are in a market (the real-estate market) that

undergoes permanent transformation: with new operators, changes in the rules of play, such

that, more than ever, we have to be flexible and able to adapt.

We understand that it is essential to have a thorough and deep knowledge of the market in

the areas we normally operate in, and that is why we conduct market studies from time to

time. Studying the market continuously, and especially the demand side, provides us with

the best information at any given time, so that we can help our clients to make the most

appropriate decisions.

We believe that our sales team has to undergo continuing education, so as to have a

response in a market undergoing constant change, to be able to provide advice on the

continuously arising new legal, technical and fiscal features, and so as to be able to gain a

good idea of the client’s needs and offer the property that meets them best.

We understand that the market, and demand in particular, has changed a great deal in

recent years. The entry of overseas buyers has obliged us to make the necessary changes

to adapt: not only by having sales staff who speak various languages, but also in working

procedures so as to provide the services required by the characteristics and needs of this

type of client. Our philosophy is very simple: we have to give overseas buyers all the

attention, information and service that we would like if we were buyers in their countries of

origin, trying to understand their needs and especially their culture.

FIGURES FOR 2013:

We analyse the PURCHASER-APPLICANT PROFILE in terms of the operations closed in 2013:

We analyse the ATTRIBUTABLE LAND PRICE OF M2 SOLD in terms of the operations closed in 2013

Profile family, aged between 40 and 50 years, with two kids on average;

they are usually managers, businesspeople or liberal professionals.

Volume of Operations 35% of operations signed with overseas clients.

50% at the Barcelona Office

Volume Invoiced 75% invoiced to overseas clients.

Price Range of the operations made above € 500,000,

74% of operations signed with overseas clients.

Financing 48% of operations signed WITHOUT need for outside financing.

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Commercial – Standard

Commercial portfolio with over 2,000 properties:

for sale and/or for rental

new-build or second-hand

residential, industrial or tertiary sectors

FIGURES FOR 2013

IMPROVEMENTS IN 2013

New business management software TAAF.INMO.

Incorporation of new sales staff with greater mastery of languages.

Commercial – Luxury

Business line aimed particularly at the high-level real-estate market.

Multilingual sales advisors (English, French, German, Russian) conversant with the

culture and practices of the overseas clients interested in our properties.

International network of collaborators, with real-estate agencies from Russian, China,

Europe and America.

Members of various real-estate groups attending to the Spanish and international luxury

segment:

FIGURES FOR 2013:

Sales operations managed € 48,285,395

Rental operations managed € 363,855

Commercial calls attended to 37,142

Commercial e-mails managed 18,359

Visits to properties 7,969

Commercial Department 27 workers

Good year for the luxury segment, thanks to sales made to overseas clients.

We have managed to achieve a first-line position in Luxury Real Estate in Barcelona.

We have completed sales of the new-build development at Illa del Mar, in just over 3

years. Very much sooner than we had predicted!

We have started commercialisation of the new-build development at Mestre Nicolau,

with a warm welcome, in this case from within the Spanish market.

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Amat. Business Areas CONSULTANT

Investments

Broad and diversified investment portfolio, with profitability studies on them.

FIGURES FOR 2013

Planning

Management of owners’ compensation management boards, development plan studies, land

valuation and commercialisation.

FIGURES FOR 2013

Legal Advice

The drawing up of will executorships is one of the specialities of our legal department, along

with all matters relating to the real-estate universe.

Tax Advice

During 2013 we worked on preparing and developing this new line of consultancy so we

could begin to offer it in 2014.

Buildings, in terms of profitability all of them with study of their true potential, both

as regards immediate profitability and their potential rise in value and liquidity.

Hotels, a market on the rise Barcelona has been and remains one of the cities

most highly rated by hotel investors.

Plots for building, a changing market for some five years the land market had

been at a standstill; in 2013, however, there began to be requests for information and

feasibility studies. Various international sources for whom we had drawn up studies a

couple of years ago reappeared desirous of investing.

We still have “under way” and manage three compensation management boards.

The Pla del Raval is now in the building phase.

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Amat. Marketing ADVERTISING

Branding

Amat Website more than 125,000 pages seen and 13,000 visits each month

Consolidation in social media:

Blog: 93 posts

YouTube: 31 videos

Twitter – Facebook – LinkedIn nearly 1,500 fans, followers, etc.

Newsletter: Diary of Change (monthly) distribution among 12,000 contacts each

month

Advertising hoardings

Esplugues – Sant Just Desvern – Sant Cugat del Vallès – Barcelona

Door-to-door mailbox advertising (six-monthly)

Distribution of 90,000 units each time, around the areas of influence of our offices

Calendar: devoted to the events celebrating our 65th anniversary

Distribution of 11,000 units to all the contacts in our DB

Participation in trade fairs and events

8th LPS China – Shanghai

Presentation of new Barcelona Second Home website

17th Barcelona Meeting Point

Talk given by Guifré Homedes, ‘How to sell to the Russians, more difficult than

it seems'

4th international Prestige MLS Congress – Barcelona

7th Luxury Real State International Symposium – Valencia

Product

Real-estate portals Spanish and international

Print media

La Vanguardia

Tot Sant Cugat Magazine (weekly)

Amat Selecció de Producte Magazine (monthly)

Amat Luxury magazine

Exclusives magazines:

GT Club – Círculo Ecuestre – Club Tenis Barcelona – Conde de Godó Tennis

Tournament

Specialised magazines: El Mueble

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Faithful to our spirit

of maintaining constant

communication,

and direct contact

with our clients,

collaborators and

contacts,

we organise various

events and conferences,

so as to get ourselves “up

to date”.

Amat. Marketing PR

Amat Events and Conferences

Wine tasting for 2012 purchasers, organised with the collaboration of Wineissocial

Ferran Centelles, Sommelier.

Meeting of good intentions to lend visibility to the 12 foundations in the Calendar for 2013

4 talks on ‘The Amat View on the Amendments to the Law of Urban Rentals’, for both Amat

clients and any interested members of the public (with the collaboration of ViaEmpresa)

Joana Amat and Esther Vallés, General Manager and Head of Patrimonial of Amat.

Talk ‘New Regulations on Fitness for Habitation’ German Català, Architect.

Talk ‘How to Protect my Savings?’ BANIF

Talk ‘The Consumers of the Future’ Josep Mª Galí, Lecturer in Marketing.

Talk ‘Regaining Common Sense’ David Parcerisas, Chairman of the EADA Board.

Real-estate setting dinners: we have been organising them for the last five years, with an

average attendance of 35 professionals from the industry.

20. Jose M. Fernandez Seijo, senior judge of Commercial Court no. 3 of Barcelona

and member of the Association of Judges for Democracy.

21. Cristina Gallach, member of the Directorate of Information and Communication,

Spokesperson of the Council of the European Union.

22. Miguel Montes, General Manager of Banc de Sabadell.

23. Antoni Ubach, Doctor in Architecture, Co-founder of the Espinet-Ubach practice.

24. Willy Muller, Architect and Town Planner, Director of Barcelona Regional.

Amat and Society

Handover of the IWEC 2013 Award to Lima (International Women’s Entrepreneurial Challenge)

We are members of the Boards of: EADA, FEMCAT and FIDEM

We are a collaborating company of the Cercle d’Economia

We belong to the Catalan Family Business Association

Participation in the ‘Mentoring program’ of BIZ Barcelona

Participation in the ‘School and Company’ programme of FemCat

Participation in the University of Barcelona Real-Estate Masters Degree, with Gonzalo Bernardos

Attendance at the Cercle d’Economia seminars in Sitges

Attendance at the Immoscopia Seminars of the Real Estate Agents Association

Sponsors of the Annual Dinner of the Real-Estate Sector of ESADE Alumni

Sponsors of the Orquestra Fusió in Sant Cugat

Collaboration in dissemination of the foundations featured in the Amat 2013 Calendar:

Josep Carreras, Arrels, El somni dels nens, Aura, Formació i Treball, AECC, Talita,

Comunitat Sant Egidio, Nou Xamfrà, Solidança, Banc dels Aliments and Bellaire.

Collaboration in organisation of the talk with Dr. Josep Olivé at the Solidarity Dinner in

Sant Just Desvern for the Joan Petit Foundation.

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Amat. Marketing PR

Amat in the news

They are talking about us

They interview us Spanish and international radio, television and real-estate portals:

They publish our articles

Blogs Lux RE, Prestige MLS, FIDEM

We take part in round tables

Círculo Ecuestre, ESADE, Foment Treball, ASODAME, Radio4, UVIC

Over the years,

our activity,

emphasis on innovation,

commitment,

and hard work

make us sometimes

part of the news .

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