Top real estate developers are trying their best to make up for lost time. Buoyed by encouraging response from home-buyers for their marked-down properties, companies such as DLF, Unitech, HDIL and others have lined up housing projects of over 60 million square feet -- all in the current financial year.
This is more than double the sales bookings in the past financial year.
Presentations by these companies to analysts show that Unitech is leading with 27 million square feet of new launches. DLF's tally is 15 million square feet, roughly the same as last year's. Puravankara and HDIL follow with 6 to 9 million and 8 million square feet respectively.
Mid-income housing is the flavour of the year and accounts for around 90 per cent of the projects. After a prolonged lull in the property market in 2008, which saw sales declining 70 per cent from their peak, the big developers moved into the mid-income segment and cut prices 20 to 30 per cent to generate liquidity.
With their apartments selling quicker than expected, liquidity constraints easing with debt roll-overs, the stock market rally and improved bank credit, realtors are now planning more such launches.
"We have sold 2,500 units in three to four projects in the last one-and-a-half months. The company has decided to go aggressive with new launches because we are quite confident of selling quickly," said a spokesperson of Unitech, the country's second largest developer.
DLF will launch 8 to 9 million sq ft of city-centre projects in Chennai, Kochi, Delhi and Gurgaon and around 5 to 8 million sq ft of mid-income housing projects in the National Capital Region (Delhi's suburbs) and southern cities, DLF Vice-Chairman Rajiv Singh told analysts recently.
"We have met with good response for our projects wherever we have launched. If the product is good and price is right, it will sell irrespective of market conditions," said Rajeev Talwar, group executive director , DLF.
The company sold 1,356 apartments at its Shivaji Marg (better known as Najafgarh Road) project within a day in early April as the price was nearly 25 per cent lower than the existing market price.
Aditi Vijayakar, executive director-residential, Cushman & Wakefield, said most developers were making good sales as they have cut prices. "The new projects are certainly attractive for home buyers," he said.
Unitech added the cut in prices was inevitable since it's clearly a buyers' market. So a lot of marketing and sales efforts went into selling space. The efforts, he said, were worth its because the company was selling more flats now that what it sold even during the peak of 2007.
Unitech has cut its home prices by roughly 25 per cent and reduced ticket sizes. Currently, the average size of apartment is 700 to 800 sq ft against 1,500 sq ft a couple of years ago.
Analysts, however, said developers had taken huge hits on their margins. Mid-income apartments have a margin of 25 to 30 per cent versus 50 to 70 per cent in premium housing. For instance, DLF's EBITDA (earnings before interest, tax, depreciation and amortisation) margins have been falling continuously.
"The days of 70 per cent margins are over. They have to be happy with 20 to 25 per cent margins now since liquidity is the bigger issue than profits today," said an analyst from a Mumbai-based brokerage.
Apart from sales in the mid-income housing category, several other factors have also given developers confidence to move ahead, the primary being relief from immediate debt payments.
All the top developers have rolled over their short term liabilities by 12 to 18 months after the Reserve Bank of India allowed commercial banks to restructure their debt.
Unitech has cut debt by Rs 2,000 crore (Rs 20 billion) and DLF, the country's biggest developer, has repaid Rs 1,700 crore (Rs 17 billion) of loans in the past year. Between them the top three realtors -- DLF, Unitech and HDIL -- have restructured as much as Rs 4,100 crore (Rs 41 billion) worth of loans with commercial banks and mutual funds.
Developers have also benefited from the recent surge in the stock market, which has given many of them the opportunity to tap institutional investors to reduce debt and investing in new projects.
After Unitech raised Rs 1,625 crore (Rs 16.25 billion) from a qualified institutional placement in April, DLF's promoters sold 9.9 per cent in the company for Rs 3,860 crore (Rs 38.6 billion) and Indiabulls Real Estate raised Rs 2,656 crore (Rs 26.56 billion) through a QIP. Now, smaller realtors such as Sobha, Puravankara and Parsvnath have lined up QIPs to raise money.
