Branded Residences – Luxury Living Redefined

Branded residences are a growing trend in the luxury real estate market, offering a unique blend of residential living and hotel-style services. Available in many different tastes shapes and sizes, each branded residence offers something slightly different and unique to its prospective owners.

The idea with branded residences is that the brand association instils buyer confidence through the assurance of a high level of service and usually an exceptional amenity offer. Buyers aren’t the only beneficiaries. There are significant advantages for both the developer and the brand itself.

Read on as I discuss more about branded residences and how we at WestProp Holdings are once again leading the way in bringing a new product to the market and our nation of Zimbabwe.

What are Branded Residences?

Branded residences are luxury residential properties tied to a well-known brand. Branded residences are usually borne out of a partnership between an established brand and a developer. The brand grants a licence to the developer to market and sell residences incorporating their brand. In many cases, the brand also manages and services the residential properties as part of an optional or mandatory rental programme.

Over the past years, there has been an increasing appetite for branded residences across the world. As high-quality, well-designed residential properties with access to attractive amenities and facilities are seeing such strong demand (even in places like Zimbabwe), branded residences provide an attractive solution for homebuyers, investors and tenants.

Fancy a massage after a long day in the office? There’s a world-class spa downstairs. Need your dog walked? There’s someone who can take care of that. With everything you could ever wish for available on-site, including a valet, around-the-clock security, dedicated concierge service and a host of incredible amenities for your convenience, residents don’t need to leave their front door if they don’t want to.

Historically the domain of exclusive hoteliers, branded residences provide would-be buyers with the opportunity to purchase their own exquisitely designed permanent quarters - sometimes within a hotel, or located in a standalone area. Branded residences provide the residents with all the home comforts and perks that come with staying in a five-star hotel. This way, the hotel home becomes a way of life, providing an elevated form of luxury living with top-notch lifestyle offerings and convenience.

Quality Assurance Guaranteed

The branding is also a form of quality assurance for both buyers and investors. There is less perceived risk with these kinds of purchases as big-name brands are involved. Additionally, these branded properties can potentially preserve long-term resale value because of their position above the traditional residential homes that are on the market. The brand affiliation is what sets apart branded residences from other luxury homes.

This affiliation comes with many benefits, including:

?Access to hotel amenities and services - Residents of branded residences typically have access to the same amenities and services offered by the associated hotel, such as concierge services, housekeeping, spas, fitness centres, and restaurants.

?Exclusive resident-only amenities - In addition to hotel amenities, many branded residences also offer their own exclusive amenities for residents, such as private pools, rooftop terraces, or business centres.

?Strong brand reputation - Owning a branded residence can provide a sense of status and exclusivity, as residents are associated with the reputation of the brand.

?Potential for investment appreciation - Branded residences can be a good investment, as they often appreciate in value over time due to their limited supply and high demand.

Branded Residents in Zimbabwe

Similar to the majority of the world, branded residences in Zimbabwe are still new and WestProp Holdings is once again leading the way in bringing a new product to the market. We recently broke the ground at an event officiated by The President of Zimbabwe, H.E. Dr. ED Mnangagwa for our newest project, The Hills Luxury Lifestyle Estate.

We have partnered with the City of Harare to revive and improve Warren Hills Golf Course into a USGA championship-standard Golf Course, which will be renamed The Hills Lifestyle Estate; the first of its kind in Zimbabwe. This state-of-the-art lifestyle community will be a project worth over?USD?300 million.

In addition to the golf course and clubhouse, it will include a tennis and swimming academy, 24-hour security and concierge services, a commercial centre for a shopping mall and offices, branded residential units, and a luxury hotel with a conference centre, among many other world-class amenities and entertainment facilities. The lifestyle estate will offer the first premium branded luxury residences attached to a 5-star hotel in Sub-Saharan Africa.

Prospective residents can choose from a range of luxurious properties, including elegant villas and spacious apartments. Many residences will have exceptional views of the golf course, immersing residents in the tranquillity of their surroundings. By harmonizing opulence with nature, The Hills Golf Estate facility design boasts a record-breaking over 80% open green spaces thus creating a sanctuary where luxury meets Zimbabwe's beautiful landscapes.

The project will be WestProp’s biggest to date and we are truly excited after having broken ground in August, with the golf course already 6 months in the making. We are pioneering world-class, vertically integrated premium lifestyle communities in Zimbabwe and we are proud of the work we are doing.

Who are Branded Residences For?

Branded residences are ideal for individuals who are looking for a luxurious and hassle-free lifestyle. They are also well-suited for investors who are looking for a stable and potentially lucrative investment that earns money when they are not using their residence. These kinds of developments often come with a top-tier level of service and an exceptional amenity offering. For the residents of branded residences, the amenities within a branded development can often be just as important as the location itself.

The History and Future of Branded Residences

The branded residence market is expected to continue to grow in the coming years, as more and more people are drawn to the unique lifestyle that they offer. As the market matures, we can expect to see more innovation in terms of design, amenities, and services.

The concept of branded residences can be traced back to the 1920s. The first branded residence was called the Sherry-Netherland Hotel in Manhattan and it opened its doors in 1927. It offered hotel services to permanent residents, combining hospitality and residential living for the first time.

As of 2022, there were over 500 branded residences spread across 64 countries and 180 locations, comprising 76,000 individual residential units. The sector has grown by a staggering 170% over the past 10 years, with new records being set every year. ?Current figures show that up to 2025, there are more than 240 schemes in the construction pipeline across the world.

For Zimbabwe, the estate aims to attract international visitors, bolstering Zimbabwe's tourism industry and contributing to economic growth. We expect that travellers seeking exquisite golfing experiences and the convenience of branded residences will find themselves drawn to the allure of world-class amenities.

Conclusion

The Hills Lifestyle Estate will go far beyond being the premier golf experience in Zimbabwe as it is set to offer unparalleled residential offerings including branded residences and non-branded luxury villas, townhouses and retirement flats as well as amenities to cater to diverse residents’ needs for the best convenience.

?Future owners can expect an impressive range of services that are second to none in Zimbabwe. We also expect this new project to bring new economic opportunities for our country. This will generate opportunities for the local economy, ranging from increased tourism revenue to advancements in the hotel and property industries; and supporting businesses, strengthening Zimbabwe's global position.

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