Inspired by the lifestyle of co-founder Greg Norman, Southern Cross' initial foray into branded real estate development began with the creation of two lines of Greg Norman-branded luxury residences.

'Norman Estates' and the signature 'by Greg Norman' series of homes feature extraordinary residences created from a design blueprint that embodies Greg Norman's dynamic personality.

The award-winning homes reflect many of the key elements of Greg Norman's active lifestyle - his enthusiasm for health, fitness and the outdoors, consideration for the environment, enjoyment of entertaining and indoor/outdoor living, and his embrace of the latest in technology.

The communities and residences are tailor-made for each specific location, taking the local culture, architectural vernacular and consumer demands into careful consideration throughout the planning and design process.

Norman Estates and by Greg Norman enclaves have received wide acclaim for their design features and quality of construction and have been successfully developed in premier residential communities in Australia, Asia, the Middle East and the United States.

The selection, design and positioning of each Greg Norman-branded community is based upon four guiding principles:

When determining the appropriateness of a region and a site, SCD seeks destinations throughout the world that are recognized for their exclusivity and/or their superior lifestyle and cultural attributes.

In golf community situations, SCD works with the Greg Norman Golf Course Design team to identify unique parcel locations within the golf course that afford superior orientation and view corridors and can be developed as a private enclave. In most locations, these enclaves will be gated.

The key points for consideration with regard to uniqueness of location are:

• Exclusivity, in terms of the destination, number of units and privacy
• Position within the golf (or surrounding) community and proximity to key amenities such as the golf clubhouse, beach club, hotel or spa
• Superior lifestyle and cultural attributes
• Price points - Norman Estates residences are generally priced from US$1million and above and aim to be the superior product within their market price segment

Through his role as co-owner of SCD, Greg Norman is heavily involved in the planning and design of every Norman Estates home. Using industry best practices that have been refined over many years of developing luxury real estate around the world, the residences are designed on the basis of the following "Greg Norman Inspired" design principles:

• Emphasis on view corridors and maximizing the natural aspect of the surrounding area
• Lifestyle designed floor plans with emphasis on entertaining and indoor/outdoor living
• Incorporation of latest communication/computer technology and audio/video entertainment systems
• Brand alignment with superior building material and specification
• Focus on landscape and hard-scape detail and differentiation
• Authenticity

Unique to Norman Estates is the ability to take advantage of various business relationships and brands that are associated with the Great White Shark Enterprises group of companies, which can be tailored into benefits and amenities packages for Norman Estates purchasers. These packages help to differentiate Norman Estates homes from other properties and provide additional benefits to purchasers. Examples of Norman Estates benefits packages that have been offered in the past are:

• A limited edition Greg Norman Range Rover Sport
• Delivery to homeowners of a dozen bottles of latest release Greg Norman vintage wine each year for the first 5 years
• A custom set of MacGregor golf clubs for each purchaser
• Access to special Greg Norman apparel offerings
• Offers to rent select homes in other Norman Estates destinations
• Custom Built Norman Estates golf carts for each purchaser
• Use of a dedicated area of the locker room - reserved for Norman Estates residents
• A special class of membership to the golf club that runs with the property rather than the owner, thereby allowing guests in the property to use the golf course

The benefits and amenity packages are tailor-made for each project and are updated and amended as offerings come and go from within the Norman group of companies.

In addition to being featured in the sales and marketing collateral, Greg Norman also participates in media events and attends sales events to market and promote the Norman Estates homes.

Historically the Norman Estates program has generated sales premiums above and beyond non-branded properties through the use of personal events and strategic marketing. The additional exposure and involvement of Greg Norman typically generates more interest in the development. This helps to drive higher traffic, which in turn accelerates the rate of sales and ultimately improves project rates of return.

In addition to the immediate benefits of higher traffic and sale volume to the Norman Estates enclave, Norman's involvement in a project often has a flow-on effect to the other real estate within the community and assists with traffic flow and overall project visibility.