Join us to help more South Australians find their home - HomeSeeker SA Industry Prospectus
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HomeSeeker SA Industry Prospectus Join us to help more South Australians find their home.
Introducing HomeSeeker SA
A State Government affordable
housing initiative to help more
South Australians find their
next home, by educating
potential buyers about the
pathways to home ownership.
The program will assist It also provides information This prospectus includes
in matching demand for about the steps involved in information about how you -
innovative, attainable buying or renting a home – our partners in the construction
housing solutions, whilst giving people the knowledge and development industry – can
supporting industry and confidence to find their access these opportunities and
capability and capacity to next home. be a part of HomeSeeker SA.
deliver cleverly designed
HomeSeeker SA provides We look forward to working
homes that enhance our
exclusive property listings and with you to help more
communities and back
information on incentives that South Australians find
the delivery of 20,000
assist people to rent and buy their next home!
affordable housing
an affordable home.
outcomes by 2030.
The program is creating
The program connects eligible
opportunities for the construction
South Australians with exclusive
and development industry by
affordable home listings, helping
boosting affordable housing
them to avoid competing with
builds and preparing a market
property investors when buying
of ready buyers.
a home.
homeseeker.sa.gov.au
2 HomeSeeker SA Industry Prospectus
Message from the Minister
Michelle Lensink MLC, Minister for Human Services
In December 2019, the Marshall It helps give them the To build a better housing future
Liberal Government released the knowledge, confidence and for South Australia, we need
Our Housing Future 2020-2030 opportunity to enter the market successful partnerships between
housing and homelessness when they are ready. all parts of the construction and
strategy – a once in a generation development industry, to bring
plan to build a better housing The program gives eligible
together a range of levers and
future for South Australia. buyers exclusive access to
opportunities for both customers
affordable properties when
and industry. HomeSeeker SA
The $550 million strategy, is a they come onto the market.
is just one of the ways we are
whole-of-system strategy for all Importantly, it also provides
building these partnerships.
partners involved in the planning, information about the steps
financing and delivery of housing and processes involved in There are many other projects
and related services. The strategy buying or renting a home, helping and initiatives under Our
creates a foundation for change to prepare a pool of potential Housing Future 2020-2030
by setting the conditions and buyers. The program supports that together will support the
creating opportunities to the collection of data, so we are delivery of 20,000 affordable
engage, partner and pilot better placed to understand housing solutions by 2030. You
projects with the construction what is important to these can learn more about these by
and development industry. buyers, and in turn, supports visiting www.housing.sa.gov.au/
the supply of affordable housing ourhousingfuture.
One of the key focus areas of
into the market.
the Marshall Liberal Government I encourage you to learn more
is to reduce housing stress The State Government is about HomeSeeker SA by reading
by increasing the supply of committed to sustaining this prospectus and visiting
affordable housing. HomeSeeker demand in the housing sector www.homeseeker.sa.gov.au, and
SA is a key initiative supporting to boost the economy and getting involved as a partner in
this increase in affordable create more South Australian the program. Together, we can
housing for low to moderate jobs that will last into the future. boost the construction and
income households. development industry and
HomeSeeker SA provides exciting
help more South Australians
HomeSeeker SA is all about opportunities for the construction
find their next home.
helping more South Australians and development industry to be a
to realise their housing part of growing and strengthening
aspirations, whether that is the the affordable housing market.
dream of home-ownership, or
moving into private rental. Michelle Lensink MLC
Minister for Human Services
HomeSeeker SA Industry Prospectus 3
Why we developed Barriers to buying
a house
HomeSeeker SA As at December 2020,
the average price of a home
in Adelaide was $510,000,
requiring around 8 years for
Secure housing, including home Housing stress
ownership, provides a vital base homes buyers to save for
in South Australia
for South Australians to live a the average 20% deposit.
successful life. Having affordable An estimated 19,000 low This puts home ownership
and appropriate housing can income South Australians are out of reach for many
help prevent people from living paying more than 50% of their South Australians on low
in housing stress. household income on private to moderate incomes.
rental costs. Over 100,000 Prospective buyers face
SA Housing Authority is households require some form of
committed to supporting low five major barriers to buying
assistance for affordable housing. a home:
to moderate households into
affordable housing and to working In South Australia, it is estimated
Not being able to
with our partners to increase that an additional 20,000
save enough money
the supply of affordable housing affordable housing outcomes
for a deposit
across the state. That’s why we’ve are required to overcome current
developed HomeSeeker SA. levels of extreme housing stress.
Cannot find a home
in a location and at a
What is affordable housing? What is low and price they can afford
moderate income?
Affordable housing is housing
Not sure of where
that is appropriate for the needs In South Australia, low income to start researching
of lower income households households earn up to $58,000 the housing market
and enables them to meet other a year before tax and typically
basic living costs. can afford to buy a home up
Lack of easy to
to $250,000. understand and
Affordable housing costs should independent
be no more than 30% of gross Moderate income households information about
household income for low to earn up to $85,000 a year before the many steps
moderate income households. tax, and can typically afford to involved in home
buy a home up to $365,000. purchase.
Purchasers often
$400,000
Low income have to compete with
$350,000 Moderate income private investors, or
Purchase capacity are first home buyers
$300,000
who lack knowledge
$250,000 around buying a home
and require information
$200,000
that is independent
$150,000 and easily accessible.
$100,000
HomeSeeker SA will help
$50,000 South Australians to
overcome these barriers.
$0
Low Income Household Median Income Household
4 HomeSeeker SA Industry Prospectus
Shaping the Future
A new approach • individual buyers tend to
be more mature and prefer
Our Housing Future will deliver smaller homes close to public
20,000 affordable housing transport and shops
solutions over the next decade,
• a majority of people in private
targeted to eligible low and
rental say that they can’t
moderate income earners.
afford to pay rent and save
New supply will come from: for a house deposit.
• New build activities by Driving Innovation
government agencies
including the Authority and As part of its long-term
Renewal SA including the commitment to affordable
1000 homes program. housing, SA Housing Authority
• New build construction is supporting innovative housing
by private industry through to be targeted at lower income
the 15% Affordable Housing households by:
Planning Policy partnering • encouraging the construction
with industry to pilot and financing industry to
innovation in finance, planning develop innovative new
and supply solutions. housing and finance products
Delivering this commitment at affordable price points
will need a new and innovative • informing and assisting
approach to cater for purchasing lower income households
needs and patterns as well to understand and access
as changes in technology, alternative options, such as
consumer confidence and shared equity and build to rent.
market conditions.
Strategic Partnerships
What we have heard
SA Housing Authority is
Market research into the committed to developing
affordable housing market shows: strategic partnerships with
• most people are buying as a range of key stakeholder
an individual, not as a couple in the affordable housing
sector including:
• about two-thirds are first
home buyers • developers
• people looking to buy • financiers
with a partner are more likely • peak industry organisations
to be younger, first home
• community housing
buyers, and looking for
family friendly properties • sector
• councils.
HomeSeeker SA Industry Prospectus 5
Homeseeker SA
Program overview The program is a trusted source For developers and the
HomeSeeker SA is a of home ownership and rental construction industry, the
Government of South Australia information, providing home- program will grow the affordable
program to help more South seekers with all the information housing sector by increasing
Australians buy or rent a home. they need to help them secure opportunities to build affordable
their new home. It will provide properties, and making more
HomeSeeker SA connects exclusive offers and government South Australians ‘buyer ready’
eligible South Australians with incentives as they are developed. and confident to buy an
exclusive affordable home affordable home.
listings, helping them to avoid HomeSeeker SA gives
competing with property South Australians the tools
investors when buying a home. and knowledge they need to
control their housing future.
Owning your home
doesn’t have to be
a dream anymore.
6 HomeSeeker SA Industry Prospectus
Creating housing pathways
HomeSeeker SA will stimulate the housing Providing developers access to a large and
market and help provide more pathways for qualified database of prospective buyers,
people to find their home: boosting confidence for the sector
Connecting eligible South Australians with Listing affordable housing properties
exclusive affordable home listings, helping for sale
them to avoid competing with ‘cashed up’
property investors when buying a home Initiatives supporting home purchase and
rental opportunities such as shared equity,
A new ‘single point of contact’ website build to rent, and rent to buy
with easy-to-understand information
about Commonwealth and State Targeted subsidies and grants for product
assistance and initiatives; home buying listed through the program
and renting processes; budgeting tips; and
other information to educate and motivate
Promoting the HomeSeeker SA program
potential buyers and renters, creating
through a targeted advertising campaign.
genuine pathways to secure a home
Through engaging, educating and
encouraging customers on every step
of their housing journey, we’re growing
confidence and creating aspirational
homeowners of the future.
Consideration Intent Purchase
Interest
Awareness
CONSUMER CONFIDENCE/ASPIRATIONS
ASSISTED
CRISIS SUPPORTED SOCIAL PRIVATE HOME
HOME
HOUSING RENTAL OWNERSHIP
OWNERSHIP
ENGAGE EDUCATE ENCOURAGE
• General public • Housing options • Matching customers
• Cohort groups • Budgeting tips with supply
• Grants and subsidies • Facilitating options
HomeSeeker SA Industry Prospectus 7HomeSeeker SA website A single online resource to find a home | homeseeker.sa.gov.au The HomeSeeker SA website (www.homeseeker. Home-seekers can also subscribe to receive sa.gov.au) provides a single online resource for updates about new initiatives and offers, and alerts South Australians looking for their new home. As when properties meeting their specified criteria well as listing affordable properties currently for become available. The website will also include case sale, it also provides a wealth of information to give studies and real-life success stories of people buying potential buyers the knowledge and confidence to a home through the program. move into home ownership. 8 HomeSeeker SA Industry Prospectus
Find the home
you’ve been
looking for.
Promoting Generating awareness of the new HomeSeeker SA initiative
Homeseeker SA
Educating buyers on the pathways to home ownership
SA Housing Authority is
undertaking an ongoing Targeted campaigns to drive enquiries on available
communications and marketing stock (for our developer and builder partners)
campaign to promote Single point of contact website to build a pool of ready
HomeSeeker SA – what it offers buyers and facilitate product lead generation
and who is eligible. This includes
both above and below the line Lead nurturing communications to our 9000+ database
activity specifically targeted at
potential buyers of affordable Significant investment in paid marketing with a digital
homes, and those who may not be focus, to best reach identified target audiences
ready to buy yet, but may be able Collaboration with our developer, builder and CHP
to in the near future. partners to promote and sell affordable product.
HomeSeeker SA Industry Prospectus 9Why you should
get involved with
HomeSeeker SA
As well as helping more South Australians to find
a home, HomeSeeker SA presents a range of
benefits and opportunities for the building and
construction industry.
New demand for affordable housing
Over time, the program will make more
people “buyer ready” and confident to buy an
affordable home. This will create new demand
and provide a stimulus to the construction
sector in the medium term – building on the
success of the HomeBuilder Grant.
A pool of prospective buyers
How to get
The program will encourage prospective
buyers to register their details to receive
involved
regular updates about the program and
There are a number of ways for participants
properties suitable for them. This database
in the building and construction industry to
will provide a pool of potential buyers that
get involved with HomeSeeker SA.
can be targeted to promote properties
and developments. List your affordable properties
If you are in the process of developing and
Latest information about what buyers have affordable homes ready to list contact the
are looking for team at homeseeker@sa.gov.au to assist in
promoting these on the government marketed
HomeSeeker SA will also provide information
website at www.homeseeker.sa.gov.au
about the type of buyers looking to buy
affordable housing, and their preference of
Bid for tenders
locations and building types. This will enable you
From time to time the Authority may offer
to design and build the type of housing that is in
developers / builders the opportunity to
demand, resulting in more and faster sales.
compete in tenders relating to provision of
building services. If you are interested in these
Incentives and partnership opportunities opportunities you should register your details
Developers who build affordable homes under at www.tenders.sa.gov.au to be updated as
the program will be able to access incentives any new opportunities are released.
and concessions, such as land use planning
and land tax concessions. The program will Contact us for help
also help you meet 15% affordable housing If you have an interest in undertaking a
in developments. development that involves affordable housing
and need assistance please email questions to
Learn more about the program at homeseeker@sa.gov.au
www.homeseeker.sa.gov.au
10 HomeSeeker SA Industry ProspectusOther government affordable
housing initiatives
Reviewing and developing Delivering 5000 Affordable
HomeSeeker SA is just underutilised government, Housing outcomes through
one of the ways that SA private and not-for-profit inclusionary, design and
Housing Authority is working land to drive innovation and incentive provisions in the
with its government and supply of new affordable planning system, including
non-government partners housing outcomes. the 15% Affordable
to stimulate the supply of Housing Policy.
affordable housing. Reviewing and developing
under-utilised government Expanding affordable housing
More information about land, existing government by strengthening assessment
these and other initiatives projects and private and not-for- processes, inclusionary zoning
can be found in Our Housing profit land to drive innovation and incentives to encourage
Future 2020-2030 – the and supply of approximately sustainable supply.
state’s 10-year housing and 1100 new affordable housing
Continuing to support home
homelessness strategy. outcomes by 2030. Under-
ownership through 10,000
Learn more at housing. utilised government, private
HomeStart Finance loans
sa.gov.au/ourhousingfuture and not-for profit land is being
targeted to low and moderate
opened up to showcase
income households and
innovation for affordable
Delivering 1000 new extending the HomeStart
housing, especially in regard
affordable houses by Starter Loan beyond June
to design, construction and
2025 for low and moderate- 2021 by an additional 100
financing opportunities
income households through new outcomes per year for
through contributions of
a $398.7 million Affordable five years.
property partnerships.
Housing Initiative.
Assisting more people who
Encouraging new
Creating new options in the qualify for a HomeStart Finance
partnerships and
affordable housing market; loan to meet the upfront costs
investment through pilots
designing and locating housing of purchasing a home. From
and further development
for affordable living; and 2021-22, an additional $5 million
of innovative financing,
supporting job creation and to the Affordable Housing Fund
planning and supply
economic growth. over five years will provide for
solutions including Build to
an additional 100 HomeStart
Delivering new social, Rent, innovative design, and
Finance Starter Loans each
affordable and open market shared equity products.
year to 2026.
homes through a $54 million
Expanding choice and diversity
neighbourhood renewal
by partnering with industry to pilot
program over five years.
innovation in affordable housing,
SA Housing Authority is delivering including for specific income and
new social, affordable and open demographic groups.
market homes through a five-year
neighbourhood renewal program.
This will increase amenity, supply
and diversity of housing types
and local tenant mix through
renewal of locations with older,
low-density public housing.
HomeSeeker SA Industry Prospectus 11housing.sa.gov.au @ SAHousingAuthority homeseeker.sa.gov.au @HomeseekerSA
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