New strategy to shape the property industry

Powerful advocacy, exceptional member value, industry leadership and a dynamic organisation are the four clear goals outlined in the Property Council’s new three-year strategy.

The strength of the property industry and the organisation leading it are emphasised in every page of the Property Council’s new strategy, launched today.

In a welcome message, Prime Minister Malcolm Turnbull applauds the property industry as a “key driver of Australia’s strong economic growth”.

“Of the more than 400,000 jobs that were created in Australia last year, a quarter were in the construction industry,” Turnbull says.

“It is a testament to the high quality of the property and infrastructure sector that it continues to achieve outcomes that benefit millions of Australians.”

Each of the state premiers and territory chief ministers throw their weight behind the industry too.

NSW Premier Gladys Berejiklian acknowledges the Property Council’s “important voice on the policy issues that matter to our cities and regional communities”, while Victorian Premier Daniel Andrews applauds the Property Council’s “steadfast support of an industry that generates significant investment and creates thousands of jobs across our state”.

Property is now Australia’s largest industry, contributing 13 per cent of the nation’s GDP.

This means the property industry “has a big role to play in the political life of the nation; to lead on debates, to present thoughtful research and argue for sound public policy,” says Property Council national president Susan Lloyd-Hurwitz.

The Property Council’s new strategy – developed over seven months in close consultation with division councils, corporate leaders and staff – has been “designed to deliver advocacy outcomes, industry leadership and valuable services to our members, as well as evolve our dynamic organisation,” Lloyd-Hurwitz adds.

“Deepening the Property Council’s advocacy footprint is central to this strategy.”

At the heart of the Property Council’s strategic approach are nine areas of engagement:

• Advocacy impact: Sharpening targets, investing in thought leadership and technology think tanks, as well as a larger budget on advocacy initiatives
• Showcasing the industry’s contribution: Mobilising members in the delivery of industry image campaigns
• Attracting talent: Rolling out national programs with schools and universities, as well as an industry-wide internship program
• Championing diversity and inclusion: Maintaining strong diversity programs and considering other non-gender initiatives
• Stronger membership engagement: Taking a strategic, uniform approach to membership engagement, renewal and recruitment driven by a central membership unit
• Digital delivery: Deepening member engagement and enhancing the member service experience
• Creating new value for members: Growing the Property Council Academy, delivering new awards programs and international study tours
• Exceptional events and member services: Fostering best practice across all services
• A great place to work: Embedding existing people and culture programs, resetting recruitment and induction practices, building surge capacity, growing future leaders and investing further in a learning organisation.

Property Council chief executive Ken Morrison says the nine strategies are a “mixture of evolution and revolution,” and will create value for members “in new and different ways”.

“The strategy sets out a powerful agenda that befits the nation-leading position of our industry and of the Property Council as the chief advocate over the next three years.”