Rebranded Nicheliving claiming to offer a ‘stress-free’ experience amid fight to retain licence

Nicheliving has rebranded with a new property entity promising a “stress-free experience” and “exceptional service” as the embattled builder fights to retain its licence. Many of Nicheliving’s stressed-out customers were angry on Tuesday at the rebranded company, claiming the focus should remain on completing their homes, with many waiting more than four years for their houses. The website for Australian Property Alliance emerged less than 48 hours ago, spruiking established homes as well as house and land packages — many of which were previously for sale under the Nicheliving banner. The website does not state the name of the builder working with APA. Nicheliving is temporarily barred from doing any work apart from the outstanding 225 houses on its books. APA — led by Nicheliving director Ronnie Michel-Elhaj and Paul Bitdorf — is registered to the Nicheliving’s office on Newcastle Street. Its website, which boasts an all-female staff of eight, also lists rental homes and offers property management and investment services, with a finance service “coming soon”. “Our mission is simple: to make your real estate experience as smooth, enjoyable, and successful as possible,” claims the website. “We believe in delivering exceptional service with a personal touch, ensuring that your needs and goals are at the heart of everything we do.” Nicheliving director Ronnie Michel-Elhaj became involved in an altercation with 7NEWS reporter Geoff Parry on Saturday after the journalist queried why he was focused on building his wife’s luxury mansion rather than his customers. The builder has been fighting to retain its licence after the building industry watchdog sought to have it removed months ago over the company’s growing debt and lengthy delays.. The State Administrative Tribunal stopped Nicheliving from being deregistered. Another hearing set for November will determine whether it will retain its building licence. The decision will be based on both the company’s ability to pay debts and also the amount of progress it had made on customers’ homes. Mr Michel-Elhaj told The West Australian in 2022 that his company was insulated from some of the industry shocks because it had eight revenue streams, including land development, property development, construction, real estate, property management and finance broking. It is understood these are the income streams now operating under APA. Nicheliving is seeking to complete 90 of its unfinished builds in 90 days.