Legacy or Liquidity: What Really Separates Great Developers from the Rest
- Kevin Wash
- 5 days ago
- 2 min read
Experience has taught us that there are essentially two types of property developers. We categorise them as Shepherds and Sheep.
Let me explain.
Shepherds
Shepherds build for legacy. They are innovative, not obsessively price-driven. For them, it’s quality first, cost second. They are willing to pioneer new locations, invest in infrastructure and services, and when they enter the world of Branded Residences, they do it properly.
They take the time to truly understand their market demographics: what buyers want, expect, and need. They genuinely care about the buyer experience. They operate with specially trained, in-house sales and marketing teams and understand that a project doesn’t need to sell out overnight. Hype doesn’t impress them.
Shepherds have dedicated, in-house administration and follow-up teams that keep owners informed at every stage of the purchase. After all, buyers aren’t just purchasing property, they’re buying a lifestyle with an expected high level of service. Owners are kept updated on brand benefits, engaged through handover, and supported throughout occupancy.
These developers understand that the lifestyle doesn’t end when the keys are handed over. They know the value of every single lead, every client, and every interaction, and ensure each one reflects their standards. For Shepherds, service and quality and buyer journey are primary; cost is secondary.
Sheep
Sheep, on the other hand, build the same average-quality product they always have. They simply put a name over the door sometimes even inventing one, call it a Branded Residence, and increase prices by 35%.
They run pre-launch EOI campaigns so that on day one they can announce fictitious “percentages sold.” They neither know nor care who the buyers are. They believe the name over the door will answer all questions and resolve all concerns. Buyer engagement is not their problem after all, in their minds, that’s the brand’s responsibility, not theirs.
They hand over all inventory to commission-hungry brokers, offering 5–9% just to secure a 30% deposit. They have no idea, or interest in what buyers are being promised (though they eventually find out).
They target sub-prime locations close enough to prime areas to ride the wave, while charging prime prices.
For Sheep, Profit is their first, second, and third consideration in fact, it’s the only one.
So here’s the question
If you’re a buyer, which developer would you choose? Shepherd or Sheep?
If you’re a developer, do you understand the responsibility you carry? Would you rather be known as a Shepherd or a Sheep?
If you’re a brand (a real one, not self-made), which type of developer would you allow to use your name? A Shepherd or a Sheep
If you work in sales, who would you rather represent Shepherds or Sheep?
At VOS, we turn sheep into shepherds. Lets work together to develop a legacy.
Kevin Wash / VOS Consultants
