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Specialising in site acquisition, project management and property sales, Aaron Peel drives Factor forward by identifying high-yield sites and using strategic management techniques to consistently deliver exceptional projects.

Aaron began his career in 2005, completing his carpentry apprenticeship during one of the worst economic downturns in modern history – the Global Financial Crisis. By 2011, he had founded his first construction company specialising in luxury townhouses and duplexes; 2014 saw the inception of Veraniece Developments, Aaron’s first independent foray into vertically integrated development, luxury duplexes and multi townhouse development.

The continuation of Aaron’s career has seen him move into commercial factory developments and now more recently, a beach front luxury tower in Burleigh Heads. Aaron applies his diverse skill set to deliver projects that consistently generate high net yields. He focuses on satisfying consumer demand by tapping into unrealised growth areas or sites that are simply too hard for the average developer to complete as this is what makes it the challenge for him. Aaron has produced developments ranging from duplexes to sprawling commercial hubs, but he’s never lost sight of what makes his projects special: exceptional teams and dedicated leadership, working together to create spaces that redefine perfection.

Can you tell us a bit about your background and how it shaped your career?

My background in both construction and real estate has proved invaluable in my property development journey, as the combination of these experiences has provided me with a strong foundation of knowledge and skills that are essential in this field. My real estate experience has given me a comprehensive understanding of the market, property values, sales trends, and transactions from a legal perspective. On the other hand, my construction experience has provided me with practical knowledge of the construction process, which combined with the real estate experience has been a great advantage in my developer career. Overall, my experiences in construction and real estate have allowed me to approach property development with a unique perspective that enables me to create exceptional projects that meet the needs of all stakeholders involved.

What do you look for in a site?

When looking at a potential site, one of the main factors I look for is what scheme I could develop that will fulfil the future growth and demand for that area. Additional factors include the location and accessibility of the site, developability, the proximity to infrastructure such as utilities and amenities. These are the main factors I consider before deciding whether the potential development site is viable.

How do you deal with challenges you face when delivering projects?

To ensure successful project delivery, I draw on my extensive experience, expertise, and available resources. I collaborate closely with both in-house and external consultants and experts to effectively identify and mitigate any potential concerns. Together, we develop comprehensive plans that address every aspect of the project, allowing for a smooth and seamless execution.

What separates Factor from other developers?

Factor stands out compared to the other developers as we combine a clear vision, deep marketing knowledge, strong project management skills and a commitment to building strong relationships to deliver outstanding projects that create value for all stakeholders.

With building knowledge gained from running a construction company and holding invaluable real estate experience, I bring a unique perspective to property development. My extensive knowledge of the local real estate market allows me to smoothly navigate emerging trends and prospects in property development.

This allows me to stay ahead of the competition and deliver projects that meet the evolving needs of my buyers. My clear vision for each project guides every aspect of the development process. To ensure successful project delivery, I have an in-house team with strong project management skills who are committed to delivering projects on time, within budget, and to a high standard of quality. At the same time, I prioritise transparency, integrity, and open communication to build trust and long-term relationships with my buyers and partners.

What drives you/what are your core values?

Drivers
My driving force in life is to make a positive impact and leave a lasting legacy. One of my main motivators is having the opportunity to support children with ADHD, a condition that can often be misunderstood and overlooked. To achieve this, I aspire to start a charity that will allow me to contribute funds towards providing education, resources, and support to these children. Ultimately, my goal is to open a school that caters to the needs of children with ADHD and ASD, giving them the opportunity to receive an education that takes into account their unique challenges. I believe that this will not only benefit these children, but also have a positive impact on their families and the community as a whole.

Core Values
My approach to property development is shaped by a deep commitment to delivering high-quality projects that create value for all stakeholders involved. I believe in acting with integrity and honesty, and prioritise maintaining open communication with clients and partners throughout the development process. I prioritise creating sustainable and socially responsible projects that positively impact the community.

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Steven Goldberg
DIRECTOR FACTOR CONSTRUCTIONS

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