Push for ad blitz to lure citizens
HIPSTERS and families frustrated by soaring interstate house prices should be lured to South Australia by a huge advertising blitz to boost population growth and economic activity, the Property Council says.
With SA still boasting some of the cheapest median house and unit prices in the country, Property Council SA executive director Daniel Gannon is urging the State Government to target frustrated buyers over the border.
“Here’s a tip for the decision-makers in Parliament House – why not have a national advertising campaign that targets interstate hipsters, families and downsizers looking to ditch the share house, rental property or apartment and buy a home, while still maintaining the morning coffee routine and supporting Adelaide’s bevy of small bars,” he said.
“In this globalised, wi-fiaddicted world, you don’t need to be sitting in the Sydney CBD to run your business. More start-ups and entrepreneurs are working entirely online, which means they can choose when and where they work.”
Mr Gannon said the advertising blitz could be funded by ditching “expensive advertising campaigns about highly-politicised issues”.
“A successful campaign like this would mean population growth, an influx of smart young creatives, more support for our small businesses, and the next generation of jobs being created right here,” he said.
“These are exactly the kinds of people and business owners the Government should be targeting as future South Australian taxpayers.”
Real Estate Institute of SA chief executive Greg Troughton agreed.
“The affordability and lifestyle in Adelaide makes it the perfect location to be earning the east coast salary while working via remote in Adelaide,” Mr Troughton said.
“The livability factor is also a major attraction. Housing affordability is definitely one of Adelaide’s greatest assets.
“We are officially the most affordable mainland state in Australia. Every time I hear of the double digit growth of the eastern states it reminds me that you definitely get a fair bit of real estate for the money in SA compared to the others.”
Premier Jay Weatherill said the advertising blitz was worth considering.
“The State Government is already advertising interstate,” Mr Weatherill said.
“The idea of targeting a particular cohort of people interstate is a good one.
“We’re always willing to explore new ways to advertise all we have to offer here in SA.”
London-born Dan Levy arrived in Sydney in 2004, had a beer with the Opera House in the background, and fell in love with Australia on his first night.
“I could just see that I could lead the life I wanted to,” Mr Levy said.
He met his Adelaide-born wife, Emily, on a trip home to London in 2005 and the couple moved back to Sydney.
“Adelaide was a very different place at the time,” Mr Levy said.
“It was seen as a place that was very dull, quiet and religious. That scared me.”
But, by 2012, Mr Levy could see Adelaide had become more than just great beaches and wineries.
“We wanted to have a house and have a family, and Adelaide was the place that 78 Degrees, Sacha La Forgia India Red Ale, Prancing Pony
Basket Pressed Pear Cider, Sidewood Gorgonzola and pear variegated with fig and walnuts, 48 Flavours
Woodside Cheese Wrights Monet, Kris Lloyd CRG Foodland, Frewville made the most sense. Sydney prices were ridiculous. Adelaide was slowly changing,” he said.
The pair have bought an old brick home at Hove for $470,000 and are living the typical young family lifestyle.
“We have two little boys Max, 4, and Finley, nine months. We have a white picket fence, got a dog and an SUV,” he said.
By Mr Levy, who has been seduced by Adelaide’s laneways, sees the city as more than just cheap real estate.
About 19 months ago, Mr Levy started his digital consultancy business More Space For Light.
The company name came from his son Max, who used the phrase to describe how he wanted more time in the day to have more time to do the things he loved.
Mr Levy, who found a burgeoning new economy driven by technology, creative industries and start-ups, sees Adelaide as the perfect place to mix business and pleasure.
“To me, it’s a really exciting place to be,” he said.
“I want to be part of a place where my kids want to stay. It is a sentiment that is shared by people that I know.”
CREATIVE: Dan Levy, 38, enjoys a beer at the Clever Little Tailor on Peel St. Picture: TOM HUNTLEY World’s best gin: World’s best beer: World’s best pear cider: World’s best gelato: Best Australian cheese: World’s best supermarket: Adelaide Sydney Melbourne