Building trust from ground up
Business is booming for Metricon – and it shows no signs of slowing down. Boss Jason Biasin says their reputation and connection with the Gold Coast has allowed them to survive – and even prosper – during the tough times
GET ready to get busy.
The Gold Coast-based director of Australia’s largest builder says staff are bracing for the most hectic six months of their working lives, with business booming across the region.
Metricon’s Jason Biasin says while the HomeBuilder Scheme has certainly provided a boost, sales were already soaring even before the Federal Government’s $25,000 grant was announced.
It is a sentiment backed up not just by Metricon’s data but other industry players as well, with a boutique Cabarita housing-land estate this week selling out in one day at an average of $650,000 per lot – and 24 hours before it was to be launched. This week Metricon broke a long-standing record of midweek sales.
Jason says the bullish market is not just good news for Metricon but the hundreds of local subcontractors and tradies they employ, who in turn keep the city’s economy moving. “I’ve said to our sales people that right now is a fantastic opportunity to set themselves up. This is going to be the busiest six months they have ever – and probably will ever – see,” he says.
“Our results in the last few months alone have been exceptional, let alone for the current situation of working in a pandemic.
“Our budget for contract signings in this region was set this time last year and that was for 210 contracts to be signed from March to May. We obviously had no idea then what the world would look like now.
“Given the circumstances we were hoping to achieve around 150. Instead we signed almost 300. It’s just unbelievable.
“At the end of the day, people trust our brand and during times of uncertainty like a pandemic, that’s where they turn.
“We saw that happen during the global financial crisis as well. We watched as around 30 builders went broke in 2008, but we were breaking records every month. When it was all over, most of our competitors’ activity had dropped by 60 to 80 per cent. We only dropped by 5 per cent.
“It’s the same situation now. We’re increasing our market share in a declining market. That’s great news for our hundreds of staff, but also for the thousands of tradies who we employ.
“Whether we’re building homes north or south of the city, Gold Coast subbies can count on more jobs, and by keeping them employed, it stimulates our overall economy.”
While Jason says Metricon’s business is booming, he says the industry at large has been in dire need of stimulus.
He says delaying the reopening of Queensland borders will only worsen their position.
“I know there are a lot of builders struggling. Prior to the HomeBuilder Scheme announcement there were quite a few going under,” he says. “I don’t like to see that happen. We want to see our industry as a whole succeeding. I really do hope that this stimulus will help all builders.
“The thing is that this pandemic could be very positive for the Coast.
“With so many employees working from home and employers realising that operating remotely is not just possible but more productive, I think we will see a spike in the numbers who move here to live and work.
“The problem is, they can’t get past the border right now.
“Obviously public safety is always a concern, but I think we need to concentrate on a commonsense approach that works for health and business outcomes.
“We were so fortunate to be deemed an essential service during the pandemic. I really feel for those in the hospitality and tourism industries, they need all the help we can give.”
Jason says while the HomeBuilder Scheme is great news for the industry and will help builders and homeowners alike, he is aware it does nothing for those most in need of any form of shelter.
He says that is why Metricon is focusing ever more on its contribution to social housing.
As well as supporting community groups like Habitat for Humanity and Housing All Australians, the company has a separate division that focuses solely on social housing.
“We’ve actually just appointed someone to head up this division, which works with government and social housing providers,’’ Jason says.
“It’s a really important sector that rarely gets enough attention, but shelter is a basic need and as a society we need to make sure all Australians can have access to that.
“Especially with what people have been going through during this pandemic, it’s more important than ever because we’re going to have more people in need than ever. COVID-19 has also created a situation where a lot of charities who work with the homeless are really cutting through. They are homing more people than ever before so we really want to seize this moment.
“We’re building some social housing projects over the border and in Victoria, but we’re working with the Government to get some opportunities on the Gold Coast off the ground. Business is business, but as a company we have values and ethics that drive us.’’
When it comes to giving back to the Gold Coast, Jason has form. Look no further than Metricon Stadium, home to the Gold Coast Suns, for proof.
“Sport, and AFL in particular, transcends so many cultures and communities,” he says. “It’s part of Australia’s DNA. Metricon is proud to have been side by side with the Suns since 2011 and we recently extended our partnership to 2022.
“Originally we were asked to be the short sponsor to the Suns and then we were looking at being the stadium sponsor for what is now AAMI Stadium in Melbourne, so when the Carrara ground came up as an opportunity it just seemed like the perfect fit.
“It’s a great stadium and a great ground and will be a great team. It would be wonderful to win more games but we have a great coach, CEO and chairman. We’re all committed to seeing the Suns succeed. It matters to this city.’’
While Jason is a passionate Gold Coaster now, he says initially he planned to move here for only a few years.
He came to the city in 2006 when Metricon was considering closing its housing operations in Queensland.
With three children under the age of four at the time, he was worried about the city’s reputation when it came to his family, but was soon won over.
“Metricon was started by my father and a private partner in 1976 and I joined the business in Melbourne in 1996. In 2006 we were thinking about shutting down the building side of things in Queensland altogether as it was just losing money.
“I came up and had a look around and thought there was a real opportunity here, and especially on the Coast.
“The only thing I was worried about was my family. Growing up in Melbourne, the only stories you’d hear about the Gold Coast were the seediness of Surfers and the perception was that the Queensland education system wasn’t that great, but our experience has been fantastic.
“We love this city so much, I couldn’t think of anywhere better to live. All four of my children have been schooled on the Coast. My oldest is in university now, and it’s been first-class.
“And when it came to the business side of things, we turned it around fast and it just continues to soar.
“When I came here there were about 50 staff and I talked to them all one by one. We focused on creating a great culture, a great work environment. So many of our staff have been here now for 10 to 15 years, and that’s something to be proud of.
“Bringing it back to sport, if your players enjoy going to training and have good facilities and like the coach, then the chances are that on game day you will win more games than you lose.”
If Metricon is winning, so is our city. Gold Coast, get ready.
‘We want to see our industry as a whole succeeding’