[:he]
The transition of many entrepreneurs and customers to Marlogim and the competition between the various complexes for the heart of the customer, requires creative marketing And logistics in Israel are quickly crossing the threshold of 2 million square meters and hundreds of thousands of square meters more are in the construction and planning stages, marketing people need to show creativity, even if it is a stable and growing market. 
According to the CEO of Danishara International, Amit Halperin, the marketing of the Marlogs is a field that requires specialization and therefore, for parties with knowledge and experience in the field Logistics is a significant advantage in marketing the property. Elements such as Midof, floors with high levels of precision, etc. are not common in non-logistic properties. According to him, unlike office or commercial spaces that can be marketed as a generic box that can be adjusted to the end customer, Usually a product that is uniquely tailored to their needs. Each company has its unique methods of storage, transportation and added value activity. The rent for the customers who rent from LWG constitutes a significant percentage of the total cost of the services it provides, so it must make sure that the building was designed and built in full compliance with the use it makes of the property.” The result of planning and execution adapted to the needs of the client, he adds, “It is the fact that most of the engagements we carry out are pre-planning and execution. We actually meet with the client at the stage when only the intended land is available. From the moment of the engagement, the planning phase will begin, followed by the execution until a perfect and adapted structure is delivered to the client. In order to shorten the timetables, Denisra brings to the deal besides the land also its planning and execution capabilities so that the client benefits from a One Stop Shop that combines the engagement until the successful completion of the project.” The Laws Change Yair Levy, owner of the Yair Levy Strategy Real Estate Company, which specializes, among other things, in the marketing of marlogim areas, marlogim marketing – is a market in which the rules change: “The marlogim market It is a limited and very dedicated segment out of all the yielding assets and requires special understanding and expertise. It is usually customary to market a residential property before its construction, and this is because it was built tailor-made for the needs and requirements of the end customer, even though at the end of the day most customers have similar needs and only certain things require customization .” If so, he adds, “in the last two years the field of marlogs is hot and characterized by an excess of demand and as a result we see an increase in the number of entrepreneurs who are willing to take a risk in building a marlog even without an end customer. This trend is strengthened due to an increase in marlog prices, which creates motivation For the end customers to buy the land and build the marlog themselves and increases the competitiveness in the market, which forces the entrepreneurs to shorten the market to time that they offer to the end customers by offering more immediate solutions. The quick availability of built buildings also helps the entrepreneurs in tenders that are found by marketing bodies and industry in the field to replace a logistics provider or switch to outsourcing.”
What are the customers looking for?
“Access to major traffic routes and personnel. Areas adjacent to Ashdod Port, Route 6 from Hadera to Gedera, and the Ben Gurion Airport area enjoy high demand. We are beginning to see an increase in demand also in the Haifa Port area and Haifa Bay in preparation for the expected opening of the new port at the end of 2019. The customers are usually looking for areas of 5,000 to 20,000 square meters with a ratio of 1:1 or 1:1.12 between yard and building. Modern buildings with equal height, unloading and loading ramps, buildings with a height of 30-40 meters.
Cooperative Economy
Michael Charsanti, CEO of the Caesarea Development Company and the Caesarea Property Company from the Edmond de Rothschild Foundation Group, tells about the cooperative economy model that they introduced in the Caesarea Business Park to the traditional field of logistics: “A paradox is created. On the one hand, we were waiting for the designated customer who would justify financially at the time of the lease and in the area he requests that we build a unique MRL for him, and on the other hand, with the growth of the Israeli economy, we have accumulated a long list of potential customers from the fields of industry and logistics who wish to rent smaller, more flexible areas and for variable periods. And of course we do not have It is a matter of losing many customers who are willing to pay the additional premium in rent and receive storage space for shorter periods and in areas smaller than 10,000 square meters. As an entrepreneur, it is clear that we have a clear economic preference for the construction of a building as large as possible, both in the context of the utilization of the land, both in the context of the advantage of size in the construction costs, and also in the convenience of holding negotiations with one customer. Indeed, when the list of interested parties was long enough and when we felt confident enough that the that there is a demand for the product” will be translated into actual rental agreements, we received the blessing from the board of directors to plan and execute – perhaps for the first time in Israel – a modular lease agreement and this without the certainty of a guaranteed tenant in advance. This is how the new term “flexible lease agreement” was born that we invented here for the first time in Caesarea, reflecting In fact, the establishment and planning of a huge MRL, which allows us as an entrepreneur to enjoy the advantage of size in its establishment, and on the other hand, it was also designed and executed in a modular manner, and therefore it allows us to adapt the leased areas to sub-units suitable for one large client and/or several small clients,” he expanding In entrepreneurship of this type, explains Charsanti, it is important to make sure that, on the one hand, the planning is simple, and on the other hand, that it fits the broad denominator of generic needs related to storage, collection, dispatch and distribution of as large a number of tenants as possible. “Obviously, there is a risk that the generic design will not exactly suit a particular customer, therefore it is important for us to ensure a sufficient number of height gauges and an access point for trucks in each ‘MRL segment’ without renouncing the advantages of the simple design, which is also more efficient and cheaper, allowing to erect or dismantle partitions or fences Separation within the building.”
And what is the advantage for the tenant?
“The advantage is clear: when you take a certain area within a larger building, there is always the possibility of increasing the area, reducing or adding storage areas. In this way, we actually reduce the risk for the customers, who do not have to bet in advance what logistics space they will need in five or ten years and also give them certainty that it will be possible to expand if the business succeeds and grows, or to reduce space if, God forbid, there is an economic hardship.” Regarding the rent, he adds, there is economic viability for both parties: “It is clear that the larger the area that is taken, the more flexibility and a discount on the rent is possible, and this is even before we talked about the benefits to the tenant represented by the cooperative economy that are reflected in this type of structure such as: cleaning, pavilion One guard for all and division according to the relative share of the burden of maintaining the building and public areas and more.” Charsanti says that “The Method” Marlog, with a volume of about 20,000 – is the first Marlog that we established under the concept of a “flexible Marlog.” And it is perhaps the first cooperative logistics center in Israel. It was established at a record pace of 11 months without any tenant in advance only with a feeling that led us which was based as mentioned on the waiting lists. Upon receiving the approval of the board of directors, the execution began in two phases, while the execution of the second phase was conditional on finding a tenant for the first phase even before the foundations of the second phase were poured.” “Fortunately, the building was already fully rented even before we poured the floor of the first phase, to a client who was on our list. As soon as we received the ‘green light’ to start with the second phase, which was also fully rented and occupied by 4 different customers in varying areas starting from 2,500 square meters. These days we are working to install a photovoltaic system on the roof and we will also provide green electricity to the customers of this cooperative and discounted, and this is as part of our ONE STOP SHOP strategy for our customers,” he concludes.
Purchasing Group for Marlug
Eran Lev, VP of Marketing of the Sufrin Group, explains that “marketing for Marlug such as offices, It starts with the end users and continues with the investors who recognize the tremendous potential inherent in investing in the field. This year in Israel, 34% of fashion purchases were online, as were 18% of purchases in the food sector. This is a significant share that I expect will increase in the coming years with the increase in the availability of the stores in the centers of the country, The transportation of the products, their diversity and the shortening of the waiting times, right to the customer’s door. Therefore, more and more investors will “jump” on the field. As in any other segment we market, we need to learn the different market requirements, the technical language and its specific elements.” “For example, in Holon, together with the Weiss Group, we formed a purchasing group to establish a logistics center with an area of 36,000 square meters. It is a light industry and logistics center in the region Industry in the city, where for the first time artisans and investors will be able to purchase areas designated for these uses. The industrial and business area of Holon is one of the most central in Israel in the heart of the Dan metropolis. It is located near major national traffic routes and near the future route of the “Green Line” of the light rail. The industrial zone is a significant change with the aim of developing a significant supply of offices for advanced industry, developing advanced commercial centers and upgrading infrastructure to and within the industrial zone. The main plan of the municipality of Holon is to reach about twenty centers of change that will affect the industrial and business area of Holon with new standards of construction and industrial and commercial housing, Among them – the Azrieli Holon business center, which spreads over more than 200 dunams and the “Elishra” complex.” Roni Weiss, one of the owners of the Weiss Group. Expands: “Recently, the real estate industry has become a fertile investment ground for real estate investors, and the “talk” about investment And the purchase of properties in this area is spreading rapidly. The drastic increase in Israeli shopping through online commerce has increased the need to establish retail stores in many places in Israel, even those that were previously not used for the construction of buildings of this type. Therefore, naturally and as the interest of a wider audience of buyers to enter this field increases, interest also arises Among purchasing groups. Recently, several transactions of such groups have been carried out in the real estate industry while addressing two audiences, end users and investors. End users, small and medium businesses who wish to establish their business in a modern and functional structure. As in the field of offices, also in the field of real estate, we are attractive in price and plan relatively small units in the logistics center so that they will suit other types of business owners, such as craftsmen for example. [:]
