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For me and for my team the marketing of new projects is always an exciting time and The Mills Holroyd is one of our current developments that I would like to share.
It’s a good example of what style of apartment project is proving popular in an area set to see almost spectacular growth over the next decade centred on Parramatta.
A few months ago I started to look at projects based around the idea Great Foundations, to examine new projects mainly from the buyer’s viewpoint, concentrating on what creates buyer interest and currently meets their requirements.
Reflecting shifting lifestyle choices buyers today have access to lots of new projects offering many different options. This trend now attracts a much more versatile and varied demographic of buyers which has been our experience with The Mills.
I think it’s a good sign of the maturing of the market when a project attracts a wide cross section of buyers. The Mills has a mix of 1, 2 and 3-bedroom apartments, all with parking and storage and this mix is always popular. The Mills has gained solid support among buyers ranging across younger first time to more established buyers looking for a lifestyle change but wanting to stay close to the area, and close to all of the big-ticket projects that will be focused around Parramatta.
Location Gets a Big Tick
For The Mills, this location is a real bonus as it offers some of the best connections you could want to a big choice of locations mainly via the M4. The Parramatta CBD is about 10 minutes away, Homebush/Olympic Park is 20 minutes, Penrith 30 minutes, or a little further afield the Sydney CBD is also about 30 minutes, or escape to the Blue Mountains with Katoomba just over an hours drive.
Holroyd and anyone who will be living at The Mills also has easy access to the City Rail network with a choice of stations but mainly with the convenience of Merrylands Station. So this is a great location, and the retail facilities are also terrific centred on Merrylands Mall and Westfield Parramatta, Merrylands Mall is within walking distance.
The location would be playing an important part in attracting the type of demographic mix I have detailed and as might have been expected location remains key in its appeal to both owner-occupiers and investors with a 50/50 profile. And the existing infrastructure is also key, as it is across the Sydney region and this always helps to drive the continued demand to well-located in-fill projects.
Attractive Price Options
With the location and the range of apartments as among the key foundations, in any market price is a big factor. In Sydney there’s been a suggestion that prices are possibly running ahead of market expectations. The Mills offers, and I think this is an important distinction, a range of price points with 1-bedrooms starting just below $500,000. The 2-bedroom apartments, which are still the most in demand range from $600,000 and the 3-bedrooms near $700,000, these are competitive prices when combined with the quality of finishes here. The Mills is being sold off-the-plan, which is still a very popular way of entering the market and the building is expected to be complete late in 2017.
With all new projects there will understandably be a focus on the project team, and I think it’s important to highlight the team with the key focus on the developer and the architects.
The Landmark Group who is a wholly Australian-owned property development company whose track record is built on more than a decade of solid experience, is developing The Mills and their key focus remains on projects in Sydney’s most desirable areas.
Marchese Partners is one of Australia’s leading architecture practices specialising in medium and high-density residential projects for over 20 years. Their portfolio includes Top of The Town, Republic, Paramount, 185 Macquarie Street and the Bondi Icebergs and they also work internationally in the United States.
The Mills will deliver to buyers a number of what are now seen as essentials when looking for apartments that are not anchored to a central CBD location. This will always include the convenience of transport and shopping and in some areas access to a range of schools. Location and quality have been the clear drivers of demand here.
The Mills location and diversity of product type has appealed to a range of buyers from young homeowners through to families with children and retirees – generating a genuinely diverse community at the centre of a rapidly growing region of Sydney.
The Big Picture
It’s always a good idea to look at how any project like The Mills sits with the local population and according to the last census in 2011 the population of Holroyd City was 99,163 people and on a growth trend with an increase of 11.5% from the 2006 Census and in the 2016 census that trend will have accelerated. By 2031 it is expected that an additional 30,000 people will have moved to the area. And most will be living in medium and high-density housing.
The latest census also showed that 49.5% of locals were born overseas, interestingly some 27% of this population group arrived in Australia after 2001. The area’s median age is young at 34 years and as might be expected Holroyd is home to many children, with a decreasing senior community.
Of particular interest to local property investors is the fact that Holroyd City is as a major employment hub for Western Sydney, with approximately 31,188 people in jobs in the area. There are according to local council figures an additional 8,000 jobs projected to be created by 2031 and the local economy is estimated at $13.31 billion. The largest business sectors comprise of manufacturing (54.4% of total city output), wholesale trade (11.1%) and transport and storage (7.8%), which looks a positive mix of activity.
 
Peter Chittenden is managing director for residential of Colliers International. He can be contacted <a href="https://www.projectagenda.com.au/" target="_blank">here</a>.
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Great foundations at The Mills, Holroyd: Peter Chittenden

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The past few weeks have been hectic for real estate with headlines about a possible shift in market sentiment as the major banks all increased their home loan rates and we also saw a drop in auction clearance rates below 65%. 
And so somewhat lost among all of these headlines is the news about the passage into law of the long-awaited review of Strata Title Legislation in NSW.
The Strata Scheme Management Bill and Strata Scheme Development Bill have both passed the Legislative Council. The two bills contain more than 90 changes to how strata agreements are governed.
Long after the other headlines start to fade these changes are going to impact the market for many decades.
I think that the correctly described as a ‘once-in-a-generation reform’ to the state’s strata title laws after much debate will come into force from July 2016. The Minister for Innovation and Better Regulation (interesting title) Victor Dominello who has been responsible for the bills, said that the laws are an important step forward for the state.
He noted that more than two million people live and work in strata and that the new laws will cater for the needs of 21st century strata living.
“The new laws will modernise collective decision making processes, increase protections against unresolved building defects and improve out-dated regulation impacting on renovations,” he said.
The key changes have received a deal of publicity and have also attracted a lot of emotional comment but I think the case and need to renew many older buildings has been fairly established.
Across Sydney there are pockets of development from the 1960’s and 1970’s that fall a long way behind modern standards and amenity. If we fail to make it possible to redevelop these buildings then this paralysis can have a detrimental impact on urban standards and possibly create disadvantaged areas, where values fall and we see a cycle of neglected investment. In a dynamic city this sort of urban renewal is vital to the city’s livability.
Now of the nearly 100 changes in the updated legislation, most notable is the requirement that only 75% of owners will need to agree for an apartment building to be sold.
One of the other key points addressed is a move making it easier for owners to complete cosmetic and minor renovations to their apartments, again this is important to keep apartments modern and with the services and facilities that owners require without being consumed by over regulation and far too much red-tape.
The changes will also prevent proxy farming, and while the extent of proxy farming is hard to measure, it can often be used to set up long-term appointments and policies in a building that do not always work for the owners. This change should be a welcome move.
Then we see another key change, which has also attracted a great deal of industry comment, which will see the introduction of a defects bond to fix building defects early in new developments. In the past we have seen some poor quality buildings leaving the owners corporation with a major headache and on some counts big repair bills that sometimes came on top of big legal bills because of a disagreement with a developer or their insurance company.
The new bill has a requirement of developers to lodge a bond of 2% of the contracted price of the building as a form of security to fix any defective work.
Here again the changes should be welcome and should not be seen as a threat among well-regarded developers. The suggestion that the introduction of these bonds might further inflate prices is a bit of a bluff as experienced developers have to their credit always understood the importance of delivering quality buildings, and most already do so.
The new provisions have also taken on some house-keeping issues to tackle that can have an annoying or even detrimental impact on people’s daily lives. These include the addressing of the perennial issues of (illegal) parking, pets and smoke drift.
According to The Minister the over-riding objective has been to modernise our strata laws to better reflect the way people live and work in 2015 and beyond, and as everyone is aware the numbers of people living in strata developments is now massive and growing.
In some parts of Sydney in areas like Rhodes, Chatswood, the CBD, Zetland and Pyrmont, plus many other spots, the concentrate of apartments and the density of population really dictates that the rules need to be keeping up with the pace of modern development, and to date they have not.
It is more than 20 years since the last major amendments to strata law were made and over those two decades we have seen how and where many people live change dramatically. Today’s strata landscape is also much more varied than a three-level walk up building and now includes city high rises, sometimes very large scale buildings, townhouses, dual occupancies, offices, retirement villages, mixed use and tourism.
According to published figures there are currently over two million people, including 25% of Greater Sydney’s population, living or working in more than 75,000 strata schemes across NSW.
But what is a very interesting figure is the prediction that by 2040, half of all Sydneysiders will be living or working in strata and that single static alone underlines the urgency and importance of the current review. The new Strata Scheme Management Bill and Strata Scheme Development Bill follows a comprehensive community consultation, with over 3,000 individual submissions received.
With the bill soon to become law it’s a good idea to take a keen interest as the development industry and buyers are all going to be impacted for many years to come but I think the laws do go a long way to creating a better outcome for strata buyers and developers and their passage ends a long drawn out process.
 
Peter Chittenden is managing director for residential of Colliers International. He can be contacted <a href="https://www.projectagenda.com.au/" target="_blank">here</a>.
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New strata rules set to have big impact: Peter Chittenden

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I have noticed that over the last few years there’s been a bit of trend towards marketing that I feel is starting to look somewhat predictable, even tired and humdrum, in both style and content.
This is not to suggest the content is wrong, but I wonder if the strength of the market has caused some marketing to be more template driven, with not enough effort focused on the core demographic in the various and I suggest very diverse markets. You see similar trends in other industries where for example both major supermarket brands tend to drive the same message across what must be very different markets. Then recently among the supermarkets we have seen one new player take a very different approach, and they are picking away at the market share of the two majors.
To help demonstrate my thinking I have had a look at some of the key demographics across the City of Sydney, the South-East and parts of the inner west, all very popular areas for medium and high-density living, but with some very individual demographics. Then when the differences are highlighted I think it’s good to ask if our marketing is on target, because there’s possibly more room to be particular.
Some Key Differences
One starting point, and one where there’s a very clear measure relates to income levels, and as might be expected in a market like the City of Sydney, there’s a big range of incomes. The areas of the city with the highest incomes are firstly centred on King Street where the median household income is around $106,000 followed by the core CBD with $102,000, and both these figures are well in excess of the metro median for Sydney.
While at the other end of the scale we have Chinatown and the CBD South at $61,500 and Redfern at $63,500, which are both well below the metro median, and I have to admit I was surprised by the figures for Chinatown. Then when looking more closely another fact in this area is the very big number of students, at almost double the average of other LGA areas. This has an impact on the buyer profile and would lead to a stronger investor market. This would normally be a key factor in marketing to this target.
Growth Potential
Incomes are a revealing pointer and another interesting measure is the potential for average population growth, because this would be a key factor in looking at values directly aligned to the potential for new supply. In this area we also find some contrasting results, this is a direct reflection of the maturity of particular sub-markets across the City.
The area with the lowest growth forecast at just 0.40% is the Macleay Street precinct and Woolloomooloo – this is not a surprise given how very limited sites are here and also how mature the market is with some pockets of high density living dating back to the 1930’s and so this is a very tightly held, high demand and low supply market.
Green Square and City South are by direct contrast areas expecting a lot of new supply and growth is forecast at 5.10%, which looks conservative, but that figure sets the tone of the area, and would influence all marketing and product development and would also impact price expectations and the potential for price growth.
Which brings me to one final area where it’s very useful to look at the population demographics and the big impact that has on how a project might be received, and I think it worth making the remark that markets are always evolving, but I’ll come back to this point.
Firstly I wanted to look at population density and what a leading indicator those figures are, in particular in areas where sites are being re-developed or in areas that were former industrial and manufacturing sites, like Sydney’s inner-east and south-east. Here we can see that there are groups of areas where density is high and well above 100 persons/hectare and this includes Elizabeth Bay, Rushcutters Bay, Redfern, Pyrmont, Haymarket, Darlinghurst and Newtown just sneaking in but set for more growth.
At the other end of the scale Alexandria and Rosebery sit well below the above figures at just 20.01 and 39.02 persons/hectare which aligns to the growth expected in both areas over the next few years, so lots of opportunity for new supply. There are a few other areas like The Rocks and Centennial Park with low figures, but these are not typical markets, while an area like Paddington is also low, but given it’s unique history and conservation needs future supply looks very limited.
Diversity
To help illustrate this topic I wanted to use a sample of demographics to help explore the diversity of our many markets and show how they signpost the evolving nature of each and very different targets. And while markets change we need to keep abreast of how we promote each area and now with the use of digital content this can be very uncomplicated and highly efficient. However the way figures always vary I think that making a big effort to engage our buyers is a first-rate idea.
Peter Chittenden is managing director for residential of Colliers International. He can be contacted <a href="https://www.projectagenda.com.au/" target="_blank">here</a>.
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Understanding Sydney’s inner-city neighbourhoods: Peter Chittenden

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As more apartments are developed across the inner-city areas of Sydney, one of the most interesting outcomes is the evolution of distinct, almost stand-alone neighbourhoods.
The appeal of inner-city living is made more attractive as these neighbourhoods take on their own unique character. It’s a pattern of development that doesn’t happen overnight, but it’s a trend that helps to make the city a much more interesting market and a more appealing place to live.
The same diversity helps to seed and then drive more sustained demand from buyers who are attracted to a particular neighbourhood. The trend also reflects how Sydney’s inner-city areas are championing a new level of maturity as the city enters the ranks of other international cities that have long been renowned as being great places to live.
This diversity is important for a number of reasons, including the fact that it influences the style of development, it sustains value, creates incentives for innovation and because it builds social inclusiveness. All of which are important for the long-term appeal of inner-city living for current and future residents.
Exploring an Example
This trend is not confined to Sydney, or just the City of Sydney, it’s an Australia and worldwide trend. The inner-city used to be seen as a disadvantaged area with crowded populations and a poor standard of living, but that’s no more. Over the past 20 years inner-city living has taken on a new attraction and new meaning.
It’s now a very desirable lifestyle, and the diversity of inner-city neighbourhoods reflects how popular the trend has become, and now it looks set to rapidly accelerate in the future. Inner-city neighbourhoods can be very appealing and I am going to look at Milsons Point, as a good if not the most top of mind example, and then (in next week’s post) I will look at a recent project there, 88 Alfred Street, Milsons Point to further explore this topic.
I have selected Milsons Point for two key reasons. Firstly it’s a compact area and a very distinctive neighbourhood and it’s also easy to relate the area to the more compact North Sydney CBD, in many ways it’s a very precise example.
Milsons Point
So let’s look at Milsons Point, its immediate neighbours of Kirribilli, North Sydney and the wider North Sydney Council area and then when we return to the project at 88 Alfred Street, it will be possible to see how the character of the neighbourhood and related trends influenced the project itself, the marketing and sales results.
The North Sydney Council area has a population of around 71,025; a figure from the 2011 census that I am sure we can assume has been constantly growing. The area has a housing mix that is 87% medium density (and increasing) and incomes are markedly higher than the national average.
At just 22% far fewer people have mortgages (nationally the figure is 33%) and many more people rent in the area, some 46% by comparison to the Australian average of 29%. The area’s popularity for rental accommodation dates back to the 1930’s and also to its contemporary investment appeal.
The make-up of the three key neighbourhoods I am interested in then fit into this big picture, starting with North Sydney. North Sydney has the biggest population of 6,397 residents spread across 147 hectares and this area has the lowest population density at about 50% of Milsons Point and Kirribilli – the area was settled in 1836.
Kirribilli has some 3,654 residents, spread across 44 hectares and is home to Admiralty House and Kirribilli House. There are also lots of apartments from as early as the 1930’s. Medium density living here is well established and of late has set some record prices associated with somewhat small apartments. The area has ‘to-die’ for views.
Milsons Point was settled back in 1805 and it has the smallest population of just 2,891 residents (2011 census figures), it’s a mixed use area of just 36 hectares, is home to Luna Park and North Sydney Olympic Pool. An interesting fact is that the resident population doubled between 1991 and 2011 as the number of commercial offices started to rapidly give way to residential projects. This trend continues today and may over the next 5-years or so see all commercial space gone from the area.
Across these three areas we can see some very distinctive neighbourhoods, they were all impacted by the construction of the Sydney Harbour Bridge in the 1920’s. The area is affluent, given the low population density there’s possibly a lot more room for further re-development in North Sydney and the area is a very popular residential area greatly enhanced by its harbourside location, great rail connections and views – all of which are classic ingredients for successful medium density developments.
 
Peter Chittenden is managing director for residential of Colliers International. He can be contacted <a href="https://www.projectagenda.com.au/" target="_blank">here</a>.
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The maturing of Sydney’s inner-city neighbourhoods: Peter Chittenden

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Cities are ever changing environments that are continuously evolving and they reflect the varied and always developing needs of the population.
The complexity of the population is naturally reflected in the make-up of the housing market and while fashions change, our underlying housing preferences appear to be somewhat more rigid than might be expected. And so the question will always be – are we matching demand and how we market to this audience? 
It appears that at times we have a disconnection between where we live and where we would like to live. Work, family, finances and lifestyle balance all play their part, alongside our national, still very dominant desire to have our own homes. This area is still driven by emotion and aspiration. There’s a lot of emotion in almost all parts of the housing market and the desire for homeownership is also closely tied to a feeling of achievement, personal growth and self-worth.
In almost any casual conversation we are often asked, where do you live? And where do you work and what do you do? Where we live in particular is very much seen as part of who we are, and so the character of the housing market is a constant source of fascination.
A Large House Near The City
In research published by the Grattan Institute, a large house near the city was seen as the most desirable goal for many people, but the actual structure of our housing market is somewhat different.
Homeownership is falling, and the numbers of people renting is on the rise. Both trends were evident. When measured in the last census in 2011, homeowners (either owned or with a mortgage) was around 67%, and rental accommodation sat around 29.6%, but the falling trend among homeowners has been constant and was closer to 75% in the 1960’s.
At the same time rents and mortgage repayments have been on the constant increase, and one particular measure remains on an upward trend and that’s the number of households where rent or mortgage payments are taking more than 30% of incomes, with rents at 10.4% and mortgage loan repayments at 9.9%. It’s a trend that the 2016 census is bound to see continue as house prices have increased over recent years.
There’s also a link between the size of families and their incomes and the ability to buy a home. Couples and sole parents with children account for 60.5% of households with both parents being employed either full or part-time making up 25.4%, with only 15.7% being households with just one parent working full-time, and even less with one parent in part-time employment at just 5.4% supporting the household.
Most of Us Still Live in Detached Homes
Where we live and the impact that has on household size and the importance of location also shows some related trends. As the figures above might help reinforce, families are more concerned about the size of a home.
The split is currently 75.6% living in detached homes, but that figure is gradually falling, 9.9% then live in semi-detached and 13.6% in apartments, with both are on an upward trend. The fall in the numbers of people living in detached homes is shown by the fact that in 1976 the figure stood at 78%, and while the decline is not huge, it’s now a constant trend and may well be more marked with recent trends towards the popularity of apartments.
What is somewhat a surprise is that evidence points to the popularity and demand for medium density housing, in reality the supply of semi-detached homes and townhouses has been falling way behind demand. Medium density sits somewhere between high-rise apartment living and the larger more traditional detached home and this would help explain, not surprisingly why these homes are so popular. And when it comes to size, we see that 3-bedroom and 4-bedroom homes together account for 73.9% of housing stock, with the demand for 4-bedroom homes on the increase.
When Location Is Key
While for families home size and the number of bedrooms are the most important factors, location is much more important as we get older and it’s also the same for singles.
While families are concerned about house size, as we get older we look for closer connections to work, being closer to family and facilities like transport, and the same goes for singles as they look for wider community connections. For these groups a central or CBD location and all that it entails is driving demand and pushing prices as sites are absorbed.
Then we also find that across all groups affordability always comes into the picture. This will then influence size, condition, access to transport and the key suburbs people are most attracted to. Our housing preferences are well-established but changing.
However as is clearly demonstrated by some of the shortages being experienced in Sydney, meeting all aspects of household demand isn’t easy. There are many layers that add time, cost and complexity to meeting demand. Finding suitable sites in very popular areas, the time to deliver the finished projects, planning delays and the costs involved will explain why in some markets demand is not being met.
Demand is being seen from the inner-city to major new growth regions on the city fringe. Then some housing preferences, like the demand for more mid-range medium density housing may be falling short. There’s a fine balance between location, cost and size that all buyers have to navigate when making a choice of where to live, and prices are reflecting the key areas of demand.
Peter Chittenden is managing director for residential of Colliers International. He can be contacted <a href="https://www.projectagenda.com.au/" target="_blank">here</a>.
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Where we like to live: Peter Chittenden

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Given the impact of technology on our everyday life it’s not surprising that any list of the world’s top brands is tech dominated.
If you own a smartphone you might well interact with one of these brands as the first and last thing you do every day, as you check the time or check your emails. As you might already have guessed currently the world’s number one brand is Apple, followed by Microsoft, Google, Coca Cola and IBM, it’s the tech brands that dominate the top 50 brands.
Ikea is the highest ranked brand that could be related to homemaking, however the value of a successful brand is an important part of property marketing. One reason is that as more of us continue to live in cities we are also looking to secure our identity, and where we live is central to this. The branding of suburbs, apartment buildings, housing estates, different states and right on to brand Australia, all of these tie into the essence of our marketing and as a marketing tool and part of the sales path, this topic deserves a lot attention.
House Names to Brand Australia
Perhaps the most common property related brand would be the name given to individual houses, this has been a long tradition in many countries including Australia. While house names might have originally helped the postman deliver the mail, they are a popular part of our residential history.
It does appear, and perhaps not surprisingly, that Australian house names are often associated with the sea, or at least an association with being near to or having a view of water. Some of the more obvious examples include Driftwood, Bay Cottage, Lakeview, Seaview, Waterfront and Seacrest, and at least a few of these have been recycled as names and brands for apartment blocks. I am sure we have all at least seen more than one Seaview or Waterfront apartment project name!
House names and terrace row names are really living history and add interest and colour to many an inner-city suburb across Australia. Then as far as real estate is concerned we have brand Australia itself.
Brand Australia has some both familiar, and some lofty aspirations and these include core values like: friendly people, an attractive natural environment, resources, quality lifestyle, sunny, confident, creative, outward looking and talented, grand and impressive!
In a very matter-of-fact but interesting way, many of these same values are the very attributes that attract offshore buyers to our country and our local property market. Such brand values are almost priceless but they do underscore beyond the dollars and bricks and mortar why we are such a popular market with offshore buyers.
Creating Brand Value
Brands aim to create a personality, brand awareness and it’s an ongoing and complex task. I am not an expert, here my aim is to acknowledge how important brands are in project marketing. For the actual success of projects, in the eyes and mind-set of buyers, for developers and for the marketing agents, we all benefit and can I suggest need strong brands, and this also extends to personal brands. In today’s world a personal brand is no longer something just for a handful of personalities.
I think it’s useful if we tick off some of the key ways any brand is created and sustained. Firstly there is a need to create energy around the process and the wide participation of all team members. Creativity is not something you can buy in a bottle or a neat package, that’s why team involvement in particular with a major project is a good idea. While there has to be a lead taken, to avoid an endless round of likes and dislikes, involving the project team never does any harm and is usually positive.
There are also some well-regarded measures for how the success of a brand is measured and this includes longevity, a brand that is easy to remember, is unique, keeps things fresh, reflects passion and must have consistency.
For buyers there might also be another test. If you happen to live in a block of 100 or 200 apartments you want the brand to be well regarded, in particular that’s important when it comes time to sell.
I Can’t Imagine Living Anywhere Else!
If every buyer we have dealt with was happy to say these words, then in every respect we have doubtless created a building or a new estate with a great brand.
When thinking about a residential project brand, one aim is to create and build the project’s reputation, to humanise the brand and encourage a strong word of mouth connection.
While there are graphic and design considerations, the appeal of a brand should also aim to reinforce key aspects of a project’s lifestyle. Inspiration can come from how potential residents might interact with the environment, for example by having a morning ritual or relaxing at or near home.
The creation of a strong brand that reflects all of the key aspects of a project can have considerable appeal and will also aid social media and can directly help create more web traffic. For larger, longer-term projects this sort of brand awareness has big up-side advantages.
There is also strong synergy between individual project brands and the brand qualities of the developer because the two are intertwined. Strong brand values for any developer will pay off handsomely as they help sustain off-the-plan sales, where the buyer’s trust in the end product is important.
Buyers, the future residents of a building or an estate are not only attracted by brands that represent the height of fashion, the core idea is to create ownership of the project in the most positive light. The brand can also then galvanise and give focus to all aspects of the project.
Gentrification A Good Example
Looking for a good example we need to look no further than how clever branding has been used to re-cast the gentrification of many former industrial areas on the fringe of many of our capital cities.
In areas like Sydney’s south-east entire groups of suburbs have been ‘re-branded’ with a great mix of residential, commercial and social infrastructure and innovative building design to create very desirable areas. The combination of facilities has been important in building the brand in these areas, and new shops, cafes and even supermarkets with extended trading have all played their part. This process of gentrification is perhaps one of the best examples I could use to show the power of brands in our field.
Peter Chittenden is managing director for residential of Colliers International. He can be contacted <a href="https://www.projectagenda.com.au/" target="_blank">here</a>.
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The role of brands in marketing projects: Peter Chittenden

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I’ve spent almost 2 decades marketing and developing apartment projects of varied kinds, big and small, across lots of price brackets and in many locations, and I’ve been interested to observe how apartment living has evolved. We all know that more of us are now living in apartments, a trend that’s set to continue as we see much more high-density living becoming commonplace.
Over the past few weeks I looked at how important ‘place making’ has become as part of the development cycle as many inner-city areas are completely transformed. But there’s another more personal and communal side, a more everyday intimate side to apartment living that I think anyone associated with the development and marketing of apartments should be mindful of, and that’s the value of good neighbours.
Apartment living involves much closer connections between neighbours, a closer sharing of space and facilities. And while not living in the pockets of our neighbours, good relations and a friendly building in a high density community is always desirable.
While we have various area of legislation to help manage apartment buildings, even if the current rules are out-dated, which they are, just what makes a good neighbour and how people living in an apartment generally view the ups and downs of their lifestyle, gives some valuable insights.
Considering this topic further there are, as might be expected, some die hard and often repeated comments about neighbours and the ‘likes’ and ‘dislikes’ about apartment living.
Community Connections
Here’s a quote I recently came across. “The human body has 7 trillion nerves, and you manage to get on every single one of them.” 
The point is I guess that it’s more or less human nature that sooner or later someone or something will get on our nerves and when an apartment project is complete, or when a buyer comes into an already established building, there’s a neighbourhood, a vertical community that the buyer connects with.
In an apartment community, living in close proximity there’s some clear ideas on just what makes good (and unfortunately bad) neighbours. Most items on the list come down to some very basic things, some of which are addressed by rules and regulations, but there are some where improved planning and design can and does make a significant difference.
Good Neighbours
From experience and with lots of feedback from past buyers and my sales team, some of the key attributes of good neighbours revolve around predictable areas like parking, the use of common areas, security, noise, pets, rubbish, smells and building management.
It’s also thought-provoking, but I think not unexpected, that when you ask people, or read research about what individuals like and dislike about apartment living that many of the same topics are always on their list. On the downside many lists of ‘dislikes’ focus on smells, pets, noise and poor management. While the up-side the list often features cost (affordability), easy maintenance, security and personal safety and access to amenities, although in some markets cost might now be a more subjective measure.
Common Areas a Common Concern
Medium and high-density apartment living will always involve the use of shared areas, common property and when you look at some of the issues that people refer to here, I find myself thinking that ‘shared’ or ‘co-operative’ property could be a better way to describe such areas.
Well-designed key facilities that make up common property do play a big part in creating appealing projects, and good neighbours do not neglect or abuse common property. The key issues usually comes down to things like blocking parking access, the abuse of visitor parking, or leaving rubbish in common areas. It’s one of the reasons the building management is a common focus.
When it comes to subjects like smells, noise and pets there’s been lots of work done here, and I think that generally all new buildings avoid concerns of smells and noise and the rules around pets are usually very clear cut. I think that having foyer areas open to natural ventilation and the wider use of tiles have made a big difference to how buildings function and are maintained.
Building design does address noise, but it’s also important to have a well-connected community so that a friendly chat can help diffuse concerns over excessive noise.
Building Management and Community
While a review of Strata Legislation in NSW is hopefully soon on its way and has been a long time coming, good neighbours is still something that can not be forced into place by legislation. There’s always room and I think willingness for having good building community, a community of neighbours, where being social and friendly will usually occur naturally. Keeping an eye open on security, understanding that common areas are shared property and a co-operative approach to management will always be a positive.
In many markets a great deal of attention is paid to price movements and the demand for apartments, still I think we need to always remember that community and the value of good neighbours are important to buyers and all residents.
Market conditions are always evolving and I also consider that keeping these everyday issues in mind does help in planning and designing new buildings and also how we structure key marketing. I consider the value of community and good neighbours are part of what demographics aims to measure beyond the published figures we are all familiar with. A friendly and co-operative apartment community, no matter how big will always help sooth a majority of those 7 trillion nerves!
Peter Chittenden is managing director for residential of Colliers International. He can be contacted <a href="https://www.projectagenda.com.au/" target="_blank">here</a>.
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The value of good neighbours in apartment living: Peter Chittenden

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Following from my earlier post I want to look further at the important role of creative place making as a vigorous part of the project development and marketing mix. To do so let’s examine three core areas that are commonly used to help define ‘place making’ and see how they combine to help structure the sort of places (communities and neighbourhoods) where people want to live.
After all, that’s the fundamental aim of every project we take to the market and help to develop.
Social Offering
The social offering of a development, either a medium or high density project or a new housing estate is tied to the identity of the area and a good social offering, as part of place making, does doubtless establish a valuable and tangible competitive advantage.
When looking for a positive social offering we will rely upon two main areas, infrastructure (nothing surprising there) and how people then relate to and use an area. It’s that vibe you feel in an area, the feeling of a genuine community that’s come about because of a grassroots organic process.
Infrastructure is so important because this impacts the things people are able to do in an area, and how they live and use the area as part of their daily activity and lives. Visitors will have a different affinity, but still infrastructure will determine the quality of everyone’s engagement with an area, and in-turn the individual developments.
However when referring to infrastructure we need to look beyond the hard areas like key services (schools, shops and transport for example) and consider the wide social offering of an area including the arts.
Social infrastructure will vary between an inner-city brownfield location and a new greenfield location, but both will offer opportunity for community engagement and the arts can be used to seed that for new projects and residents. Mixed-use developments do have an advantage in that they will often be of a scale that includes new social, at times culturally and arts focused projects.
Openness
This is a significant area, it’s a big subject, that results in an area making people feel welcome and comfortable, a simple idea I agree, but as the density of our cities increases, this is a key to creating well-rounded communities.
Openness as part of place making is very much tied up in the demographics of an area, and as demographics shift there can be challenges involved. It’s not so much an area that a developer can directly create or deliver, but comes about more as a result of planning, although the product mix of a building does play a role.
When we think about demographics, a mixed profile is most often seen as the best outcome, a mix of ages and family types is good so that the neighbourhood is not narrowly fixed on one demographic. We want the area to say ‘please come and live here or visit, you’re welcome.’
Putting this another way, we want people to feel comfortable and welcome in an area, in a new project and this is a point that can be kept in mind in the planning and design of projects. Also as the demographics of a suburb change we already see openness linked to the areas such as ageing in place and affordability, both have a part to play, and they’re big topics in themselves.
Appearances
The appearance of a project is the most positive and visible and important expression of ‘place making’ because it’s here we address the aesthetics of the built environment, the public and accessible parts of a project. It’s also an area where developers can take the lead.
With a small project this could be limited to the main residents foyer, connecting the building to the street, while for larger projects there’s often the ability to create a big impact via open plaza areas, parks, shops, cafes and community facilities, the bigger the project the bigger the potential impact.
This same area would also include the common areas of any development, and while these areas are not usually open to full public access, common areas do set the tone and character of a project and are an essential part of a building’s appeal. Common areas are even more important to buyers, as apartments are tending to get smaller.
These areas are often the glamour stars of marketing material and I think with any size project, buyers always pay a lot of attention to the quality and presentation of common areas, creating a sense of arrival and status.
Looking for a suitable way to sum up the importance of appearance, as a key to creative place making is not easy. It’s an important area, essential really and usually involves a major investment, not only by a project developer, but also frequently by the local councils and government. For the City of Sydney this is a big focus.
Aesthetics, design and appearance can create a valuable reputation for a building and an entire area, and no matter the scale I think if the residents and visitors feel proud of an area then that’s a tick for all involved.
Creative place making then involves a wide range of interesting topics from the arts to demographics, and in the constant rush of high demand and rising prices this topic still deserves our attention. The feeling of place after all will survive varied market conditions and mark the quality and appeal of where we spend our daily lives.
Read the first part of Peter's post here.
Peter Chittenden is managing director for residential of Colliers International. He can be contacted <a href="https://www.projectagenda.com.au/" target="_blank">here</a>.
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Creative place making Part Two: Peter Chittenden

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In February the Reserve Bank Governor Glen Stevens admitted concern over the Sydney property, with expectations that the median house price ‘may hit $1 million’ by the end of the year. We all know that prediction has already been realised and last week Sydney’s median house price just crept past the $1,000,000 mark.
Since February there has also been an ongoing discussion about the impact of investors on the marketing. Investors have been very active buyers and this shows up in the demand for finance with investors active across the established and new home market, and also buying new apartments off the plan. Among these buyers there are big numbers of SMSF.
With investors being seen as dominant in the market there are now strong concerns being expressed that they are in part (along with offshore buyers) shutting out first home buyers, and with the advantage of very low interest rates possibly over-heating the market. So much so now that the banks and banking regulators have started to make it more difficult for property investors (and it must be said for offshore buyers) by taking a number of steps. These include higher interest rates and bigger deposits for investors and a restriction of loan funds that the banks allocate to this sector of the market.
Taken as a package these measures look like a strong reaction aimed at investors. In accessing if these steps are warranted or not, I think we should firstly remember that property investors have always been an important part of the market, and that they are a very diverse group. This is not a sector dominated by the ‘rich and famous’.
Are Restriction Really Necessary?
Now that some investors will face additional hurdles I think we need to ask if this group is simply an easy target and will, for instance, the measures announced do anything to directly help first time buyers. This sort of direct intervention into the market is rare and there’s little doubt that it’s driven by the idea that the Sydney market and parts of Melbourne in particular, may be overheating.
However just targeting investors in isolation looks puzzling. Mainly I suggest from the point of view that this is as mentioned earlier it’s a very diverse group. Low interest rates and the search for yield are two factors and the flow of SMSF investment I think is also very much tied up in the continued debate over superannuation.
For this group property has always had special appeal because it’s seen as a stable and long-term investment. SMSF already have to comply with a lot of tough rules when they invest in property and so such investments do not really strike me as speculative, in fact just the opposite.
Are such targeted changes really well founded, because from a financial view point I find myself asking why is one dollar of investment better than or worse than another?
I would think that most investors are more than capable of paying their obligations than an owner-occupier when someone else is after all usually paying the rent. Historically it has always been rents and tenants demand that has acted to temper investor demand.
Prior to some of the banks last week lifting interest rates for investors, there was already evidence that increased supply of new apartments was starting to slow down rental growth, a trend that I had noted earlier [see posts June 17th-19th] when looking at 2-3 year rental market trends as reflected in figures from the NSW Rental Bond Board.
And so given the very wide range of factors at work in the property market there is I feel, a need to question why are the regulators and banks are interfering with market process in one very select area.
Appreciating that there are tighter controls also now being focussed on some offshore buyers both measures look like high profile and doubtless popular measures among some sections of the community.
However if the aim is partly to give FHB an improved chance to enter the market, then I suggest that direct action should be taken to approve more land release, ease some rules around apartments, like lifting height restrictions along with much more effort to deliver infrastructure.
While above all, the tax burden, both direct and indirect on homebuyers, should also be addressed as readily as other financial measures now aimed at investors.
This coming at a time when the suggestion of a higher GST would further disadvantage first time buyers without really substantial changes to crippling stamp duty which now stands at $40,523 in NSW on the median house price of $1,000,616. The really horrific fact is that the rates have not been reviewed since December 1986 when the median Sydney house price was $98,325 and this is despite price creeping or the recent price explosion, a fact that is simply a disgrace and shows government’s addiction to property related tax revenue. For any sort of reform this does make investors, and offshore investors look easy targets.
Peter Chittenden is managing director for residential of Colliers International. He can be contacted <a href="https://www.projectagenda.com.au/" target="_blank">here</a>.
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Throwing brick bats at investors: Peter Chittenden

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An associate of mine recently suggested that I listen to a podcast from the USA that talked about the role of the arts in helping to both revitalise existing neighbourhoods and also helping to create and energise new ones.
At the same time the topic also explored some related issues like housing affordability and ageing in place.
All of which are common themes here and I think have particular significance to many aspects of marketing new projects and how place in-turn influences values.
While some of the material in the podcast was largely focussed on the regenerating neglected urban areas the central theme of ‘creative space making’ had lots of material that I think can be applied here. Many parts of Sydney are being developed with new apartment and mixed-use projects and among buyers there is a definite desire to live in places that have a feeling of community, a richness of local colour and activity.
LOVE OF PLACE
There’s no doubt that developers take the lead when investing into new areas, having usually worked with local councils and existing residents. Sometimes this process results in the creation of totally new neighbourhoods and new communities but often there’s an existing footprint of local character that extends well beyond just local services.
When we think about what makes people love where they live (or wish to live) then connecting with the local community is essential. It’s a topic that helps identify the appeal of different areas, creates a competitive advantage and its part of what sets demand, value and prices. It’s an important part of underpinning the investment made and I think easily overlooked when determining local demand and values.
In some established parts of any city or suburb there’s usually an existing culture that appeals to buyers and extends way beyond for example a handful of shops.
Even when we are dealing with former industrial ‘brown-field sites’ you can sometimes find nearby fragments of neighbourhood, like a pub or local café. Not to mention the social footprint of the local residents who just happen to find themselves now living close to any number of new projects and new residents.
The dynamics of every major city are now caught up in this trend and as the podcast I referred to earlier explored the how the arts, a feeling of community and the economic interests of the area are all connected. These same points also form part of the work – life balance and even when we have a buoyant market, buyers want to know that the area, the community they are investing in has solid lifestyle appeal.
WHAT MAKES PEOPLE LOVE WHERE THEY LIVE?
As the density of urban areas increases every stakeholder – councils, planners, developers, investors and above all the residents know that the sense of place deserves more attention. A strong local identity described as a sense of place does, from a marketing perspective, create a competitive advantage and that will always influence prices paid in a particular area.
It will also influence future property values, they key factors feed into why areas experience strong demand form developers and buyers, it might be intangible and not directly articulated, but I think it’s worth devoting some time to the exploring.
The mix of community, the role of how creative a place feels, the physical appearance and the economic viability of a place all feed into this interesting mix.
Another factor, that we see in many suburbs is how quickly, as developments are finished and people move to the area, that it then changes. Over time this change might morph into ‘love of place’ and thus the community gives a big tick to the quality of planning and development.
Just what makes up the substance of creative place making, the factors that all come together in a desirable neighbourhood, can I think be pinpointed into three areas. These areas include – social appeal, accessibility (user-friendliness) and the aesthetics, the built environment. In combination they all sit behind the appeal of an area and individual projects, they are the marketing foundations and all directly impact prices and buyer demand.
The podcast I mentioned at the start of this discussion was mainly concerned about the role of the arts in helping to create or energise an area and community, however in my next post I want to look further at the role of creative place making as an vigorous part of the project development and marketing mix.
To read the second part of Peter's post, click here.
Peter Chittenden is managing director for residential of Colliers International. He can be contacted <a href="https://www.projectagenda.com.au/" target="_blank">here</a>.
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Making a creative residential place Part One: Peter Chittenden

Property developer One Living, backed by former Macquarie banker turned investment manager Chris Green’s investment firm, has unveiled plans to bring more institutional capital into housing to help address the national supply crisis.

The New York-based investor has focused his firm, GreenPoint Partners, on addressing the supply shortage hitting middle market housing in Australia.

It is backing the new One Living business to develop more than 1000 units along the eastern seaboard. The new firm is starting with a development on Mona Vale Road, on the border of Mona Vale and Pymble, in Sydney’s Northern Beaches, with around 140 apartments planned. They are eyeing off more sites across the city.

With cost pressures rising in the industry, One Living’s model is to be a vertically integrated developer-builder, so it can respond directly to the housing gap by removing the cost inefficiencies embedded in traditional residential delivery.

“We are building a platform designed to operate at scale and starting in a market where there’s a clear need for quality, attainable housing,” One Living joint managing director Joseph Scuderi said.

“It’s that missing middle – it’s that attainable end of housing… that’s what most Australians invest into and what Australians can actually afford.”

<img alt="Mona Vale" data-entity-type="file" data-entity-uuid="798dfa93-4941-4db6-a696-31e9dc18e81c" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-05-28%20at%202.31.50%E2%80%AFPM.png?VersionId=mKBqi5C_DmeiXS.AtJkcR8LQIxqCqmFi" />

GreenPoint Partners brings years of experience assembling and scaling real estate operating businesses across major markets. And Green sees a big opportunity in Australia.

“For its size, sophistication and importance to the community, Australia’s living sector has remained largely under-institutionalised, which represents significant opportunity,” Green said. “GreenPoint identified that gap, assembled the right team, and is backing One Living to build a platform that is aligned to market needs.”

Green said being a builder-developer would give the company the capacity and flexibility it required to deliver reasonably-priced homes.

“We want it to be at that attainable level; not super high end luxury but at that attainable level,” he said.

<img alt="Mona Vale" data-entity-type="file" data-entity-uuid="74a5344a-4b26-4d4a-ada3-056b1220be77" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-05-28%20at%202.32.15%E2%80%AFPM.png?VersionId=vY8hXHO4reBMdO8ZXMWCNtGZJofUPQ3j" />

&nbsp;

One Living will undertake a component of affordable housing in its schemes, which it will own and operate, and it could also run build-to-rent on some sites.

Green praised local policy settings.

“The NSW government is being very supportive, strategic and pragmatic in terms of how do we generate more supply of housing,” he said. “We think it’s actually positive for development and the bit that’s been lacking at that attainable level is that it’s lots of relatively small private developers, whereas we want to create an institutional platform.”

One Living is also&nbsp;looking at high-density projects and could take on more institutional funding in the future.

“The way we will be able to achieve economies of scale is through size,” Green added.

Joel Robinson

One Living enters Sydney's new apartment market with Northern Beaches site acquisition

It's been several years since there's been an opportunity to buy a brand new townhome in Melbourne's coastal suburb of Mordialloc. Even apartment developments in recent times have been few and far between in the area.

Local developer LDS Property identified the gap in new housing, securing a site on White Street, directly opposite&nbsp;Woodlands Golf Club Mordialloc. They've recently launched&nbsp;<a href="https://www.apartments.com.au/new-townhouses/wm-residences-mordialloc-102-white-street-mordialloc-vic-3195">WM Residences</a>, just 13 townhouses which they have already started building.

Projects by Buxton Director Heath Thompson, who is selling WM Residences, says the townhouses x that perfect middle ground be

"Mordialloc residents have had limited options to downsize within the suburb, often forcing them to look elsewhere despite long-standing ties to the area," Thompson says.

"With very little comparable new supply coming to market, projects like WM Residences are well placed, particularly as buyers look to capitalise on current conditions amid constrained supply."

[smartcode_project:default project_id=134646 project_image_fid=6109]

The development, designed by regarded architecture firm&nbsp;<a href="https://www.apartments.com.au/architects/ewert-leaf">Ewert Leaf</a>,&nbsp;adopts a deliberately restrained architectural approach, focusing on simplicity, durability and liveability rather than overt design gestures.

The boutique scale is central to the offering. With only 13 three-bedroom residences, each home is configured to prioritise functional layouts and everyday use, supported by private terraces and secure two-car garages.

Ewert Leaf’s design response leans into a calm, neutral material palette. Interiors are defined by oak flooring, white walls and soft finishes, creating a consistent and understated backdrop. The approach avoids trend-driven detailing in favour of longevity, with an emphasis on natural light and spatial clarity.

[smartcode_project:default project_id=134646 project_image_fid=6110]

Beyond aesthetics, the homes are designed to meet contemporary performance expectations. Each residence targets a minimum 6-star energy rating, incorporating double glazing, comprehensive insulation and all-electric Bosch appliances.

The project’s location supports a walkable coastal lifestyle, sitting within close proximity to Mordialloc’s foreshore, Main Street retail strip and the train station. Local cafés and dining venues, including Suburbia Deli and Hendriks Café, are within a short walk, reinforcing the area’s established neighbourhood character.

[smartcode_project:default project_id=134646 project_image_fid=6116]

While <a href="https://www.apartments.com.au/developments/mordialloc-vic-3195">Mordialloc</a> is often defined by its beach and pier, the project taps into other areas of day to day living, offering easy access to local food, casual dining and transport, rather than positioning itself purely as a lifestyle retreat.

WM Residences reflects a continued trend across Melbourne’s coastal suburbs towards smaller-scale, design-led townhouse developments, particularly on infill sites where proximity to amenity is already established.

With construction commenced prior to its market entry, the project aligns with a growing preference among buyers for developments with visible progress and defined delivery timeframes.

[smartcode_project_cta:default project_id=134646]

WM Residences fills gap in Mordialloc townhouse market

&nbsp;

Developer GURNER™ Group has revealed $1.65 billion in residential sales nationally across the 12 months to December 2025, driven largely by the continued momentum of its Docklands wellness-focused precinct, Elysium Fields.

The sales result was generated across seven projects in Victoria and New South Wales, headlined by Elysium Fields, GURNER™’s $2.75 billion mixed-use precinct planned for Harbour Esplanade in Docklands.

The project has recorded more than $500 million in sales across the first three towers, equating to around 580 apartments sold.

The first tower, Helios, has now sold out of its 240 private residences, with GURNER™ preparing to release a premium penthouse collection comprising 15 three-bedroom penthouses in coming weeks.

[smartcode_project:default project_id=144441 project_image_fid=370975]

Elysium Fields is being developed on the long-held 20,000 sqm Docklands site at 208-226 Harbour Esplanade, which had remained undeveloped for more than two decades prior to GURNER™ taking over the project around four years ago.

Construction has now commenced across four towers ranging between 18 and 30 storeys, with Hamilton Marino and Maxcon appointed as builders.

Once complete, the precinct is expected to comprise around 1,100 residences, alongside retail, hospitality and public realm uses integrated throughout the site.

[smartcode_project:default project_id=144441 project_image_fid=370981]

Designed by Fraser &amp; Partners in collaboration with GURNER™ Design House, the project has been positioned around the developer’s broader focus on wellness-led residential living.

“We don’t sell apartments. We create a true luxury lifestyle that simply doesn’t exist elsewhere in the market today,” Founder and Executive Chairman Tim Gurner said.

“To deliver that requires an extraordinary level of detail, coordination and discipline across multiple verticals, from design and hospitality through to wellness and service.”

“We’ve always believed that living extends far beyond the physical residence. It’s about how you feel the moment you arrive, how you live day-to-day, and the ecosystem that supports that.” 
[smartcode_project:default project_id=144441 project_image_fid=370977]

The project’s design places a heavy focus on landscaping, wellness amenities and biophilic design principles.

Plans include around 3,700 sqm of landscaped gardens and open space throughout the precinct, alongside a retail and dining offering spanning approximately 5,000 sqm.

The broader public realm strategy centres around what GURNER™ describes as the “Path of Life”, an urban forest and landscaped pedestrian environment intended to connect the various buildings and wellness spaces across the precinct.

The apartments themselves will incorporate a range of wellness-focused inclusions, including purified air and water systems, circadian lighting, antimicrobial surfaces, and optional in-home wellness upgrades.

[smartcode_project:default project_id=144441 project_image_fid=370980]

Gurner said the company’s experience through its Saint Haven wellness clubs had directly informed the residential offering now being incorporated into Elysium Fields.

“We’re seeing a clear global shift toward longevity, performance and proactive health,” Gurner said.

“Our role is to deliver that in a way that feels seamless, highly private and beautifully resolved within the environments we create.”

A large component of the wellness offering is planned through the resident amenity and health facilities proposed within the precinct.

That includes plans for bathing and recovery facilities spread throughout the towers, incorporating mineral pools, saunas, steam rooms, flotation therapy, red light therapy and wellness lounges.

The developer is also seeking approvals for what it describes as a “reverse ageing medical clinic” within the precinct.

[smartcode_project:default project_id=144441 project_image_fid=370978]

According to project information released by the group, the proposed facility would include cryotherapy, IV infusion therapy, infrared and dry saunas, PEMF beds, MRIs, DEXA scans, brain scans and blood analysis services.

Within the first tower, Helios, residents will also have access to a dedicated amenity offering known as the Sky Private Club.

The upper 15 levels of the building will include private lounges, dining spaces, rooftop amenities and optional private wellness studios integrated within residences.

The Helios tower itself comprises 260 apartments ranging between 60 sqm and 300 sqm, including a collection of penthouses.

That includes a planned two-storey penthouse spanning around 600 sqm with uninterrupted bay views.

The Elysium Fields precinct is being delivered in partnership with Digital Harbour Holdings, a consortium that includes the Liberman family, which controls the development rights across the Docklands site.

[smartcode_project:default project_id=144441 project_image_fid=370979]

The sales result comes as GURNER™ continues expanding its national development pipeline beyond Victoria.

“We have a strong pipeline across Australia and are now focused on scaling into key markets including New South Wales and Queensland, while continuing to build on our Melbourne base,” Gurner said.

“We currently have more than $3 billion in the market, growing to over $5 billion by October, and expect to materially outperform last year in the 2026 calendar year.”

The result also reflects the continued strength of the upper-end apartment market in Melbourne, particularly for owner-occupier-focused product with large-scale amenity and lifestyle offerings.

[smartcode_project_cta:default project_id=144441]

Record result anchored by the Group’s “utopian” Elysium Fields precinct – defying market headwinds in Docklands.

Elysium Fields drive Gurner to $1.65 billion in apartment sales over 2025

National Australia Bank (NAB) will fund <a href="https://www.apartments.com.au/new-apartments/palmera-residences-gold-coast-18-garfield-terrace-surfers-paradise-qld-4217">Palmera</a>, a $1 billion, 52-level luxury residential tower being developed by Central Equity in one of the Gold Coast’s most tightly held coastal locations at Northcliffe.

The project, launched recently by <a href="https://www.apartments.com.au/developers/central-equity">Central Equity</a>, one of Victoria’s largest private residential developers, comes at a time when construction funding for large residential developments has become increasingly competitive as lenders tighten exposure to the sector.

Multiplex has been appointed the builder, and construction is now underway.

[smartcode_project:default project_id=108274 project_image_fid=365784]

Since its first project, Central Equity has delivered more than 85 residential developments with a combined end value exceeding $8 billion.

Palmera reflects Central Equity’s growing focus on the Gold Coast luxury apartment market and continues a relationship between Central Equity and NAB that dates back to the late 1980s, when the bank funded one of Melbourne’s earliest inner-city residential towers at a time when high-rise apartment living in the CBD was largely unproven.

“NAB’s funding of Central Equity’s $36 million CBD development in the late 1980’s to the financing of the billion-dollar tower today highlights the long-term relationship between the two organisations in delivering major residential projects” said Central Equity Founder and Chairman Eddie Kutner.

He said NAB’s early support was instrumental in helping establish the company’s development model.

“When we commenced our first residential tower in the late 1980s the concept of funding off-the-plan apartments was still largely untested in Australia,” Kutner said.

“NAB recognised the opportunity early and supported the project when others were uncertain. That relationship has now continued for more than 37 years across many developments.”

[smartcode_project:default project_id=108274 project_image_fid=365771]

Central Equity was established in 1987 when Melbourne’s CBD and Southbank precinct were still dominated by warehouses and commercial buildings. Fewer than 100 residents lived in Southbank at the time, and large-scale residential development in the inner city was not widely considered.

Recognising changing demographics and lifestyle preferences, the company began developing high-rise residential projects designed to bring permanent residents into the city centre.

Central Equity has provided accommodation for approximately 40,000 residents across Melbourne’s CBD and Southbank, while also incorporating supporting infrastructure including essential lifestyle facilities like retail spaces, childcare facilities and neighbourhood activity centres.

Central Equity has spent many years assembling the Palmera development site on the corner of Garfield Terrace and Frederick Street in Northcliffe, creating a supersite of around 3,300 sqm.

The developer said the Palmera apartment tower reflects its long-term view of the Gold Coast as a growing and increasingly diversified economy.

[smartcode_project:default project_id=108274 project_image_fid=365768]

Supported by infrastructure including the light rail network, major road upgrades expanded education, hospital and medical facilities and continued expansion at the Gold Coast Airport with more international and domestic flights.

Positioned in the tightly held Northcliffe precinct, the 52-level tower will deliver 347 apartments, targeting buyers seeking a high-end coastal lifestyle, from downsizers to interstate investors.

Designed by Marchese Partners with interiors by DBI, Palmera has been conceived as a next-generation residential offering, featuring a collection of oversized apartments, with premium three-bedroom residences offering sweeping northern views stretching from Surfers Paradise through to Burleigh Heads.

[smartcode_project_cta:default project_id=108274]

NAB funds $1 billion Surfers Paradise apartment development, Palmera

Two years after completing one of the newest developments in North Sydney, developer <a href="https://www.apartments.com.au/developers/aqualand-australia">Aqualand</a> is turning its attention to the rapidly evolving St Leonards apartment market.

The developer, which completed AURA by Aqualand on North Sydney's Walker Street, has lodged plans for a 5,918 sqm site at <a href="https://www.apartments.com.au/new-apartments/33-37-herbert-street-st-leonards-nsw-2065">33-37 Herbert Street, St Leonards,</a> seeking approval for a pair of residential towers rising above a shared podium opposite Royal North Shore Hospital.

The proposal forms part of the broader transformation underway across the St Leonards-Crows Nest precinct, where former industrial and commercial sites are increasingly being redeveloped into high-density mixed-use projects tied to major transport infrastructure.

<img alt="Aqualand" data-entity-type="file" data-entity-uuid="2cc428cf-fe70-4cac-9cd5-264ad53af62c" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-05-28%20at%209.51.56%E2%80%AFAM.png?VersionId=otKSnHtbjAvAddOnovyXQMgcAwE6DMe1" />

According to the planning documents, the site sits “within the St Leonards–Crows Nest Strategic Centre, identified by the NSW Government as a key area for accommodating future jobs and housing across Sydney.”

The proposal has been designed by fjcstudio, formerly FJMT Studio, and is being progressed through the State Significant Development pathway due to its scale and affordable housing provision.

The scheme would comprise 413 apartments, including 46 affordable housing units, alongside retail and commercial uses fronting Herbert Street. The project would also include communal open space, landscaping, a swimming pool, gymnasium, children’s play areas and podium-level resident amenities.

Planning documents show the development would consist of a part-13, part-39 storey tower form positioned above a four-storey podium.

“The development comprises a unified podium that activates the street interface, and two setback towers to accommodate new housing supply while maintaining an appropriate human scale at ground level,” fjcstudio noted in its Design Report.

The northern and southern towers have been shaped to respond to the surrounding skyline while also limiting overshadowing impacts to nearby public open space, particularly Talus Reserve.

The design report said the differing tower heights were intended to “contribute to a varied skyline while responding to the surrounding built form context and solar access considerations.”

<img alt="Aqualand" data-entity-type="file" data-entity-uuid="36da62dc-ff9e-41f2-a7e3-7be38373751c" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-05-28%20at%209.51.45%E2%80%AFAM_0.png?VersionId=Mo6Rp2r.XRLTzIfg_PEEpw8NepDH8UBs" />

The site sits directly opposite Royal North Shore Hospital and within walking distance of both St Leonards Station and the new Crows Nest Metro station.

While the site itself sits just outside the formal Crows Nest Transport Oriented Development boundary, the planning documents repeatedly reference its alignment with the broader TOD objectives reshaping the Lower North Shore.

“The site is located adjacent to St Leonards Station and in close proximity to Crows Nest Metro which is within the Crows Nest Transit Orientated Development Accelerated Precinct which has been identified by the NSW Government to support housing delivery,” the Design Verification Statement noted.

According to fjcstudio, the project has been designed to respond to the broader transition occurring across St Leonards, where increasing residential density is being concentrated around transport infrastructure and employment hubs.

“The broader precinct is undergoing significant change, with a mix of existing mid-rise buildings and newer high-density developments,” the report stated.

“Recent and approved projects indicate a consistent shift toward taller built form, typically organised as tower-and-podium typologies with more active ground levels.”

The proposal includes close to 6,000 sqm of retail and commercial space across the ground floor and podium levels, designed to create a more activated street edge along Herbert Street.

Aqualand’s plans would also introduce a landscaped podium shared between the two towers, with communal open space in the form of a podium rooftop designed to support resident interaction and improve urban greening outcomes. The scheme would also introduce pocket parks at the northern and southern ends of the site, including a landscaped area at the corner of Herbert and Ella streets designed to improve pedestrian amenity and soften the streetscape.

&nbsp;

The proposal is being progressed through the NSW Government’s Housing Delivery Authority pathway, which was introduced to accelerate housing supply across the state. The application was declared State Significant Development in April 2025 following an expression of interest process.

<img alt="Aqualand" data-entity-type="file" data-entity-uuid="faf6d97d-2671-454f-b85a-fe1c6a7be608" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-05-28%20at%209.51.49%E2%80%AFAM.png?VersionId=diVd28OBVr5.YV.7prrOz.uAanwwwm7a" />

St Leonards has been particularly active with new developments in recent weeks. Developer SP Setia’s <a href="https://www.apartments.com.au/news/nsw/first-look-sp-setia-targets-st-leonards-skyline-with-40-storey-tod-tower">plans for a new 42-storey tower</a> recently went on exhibition through the same pathway, while <a href="https://www.apartments.com.au/news/nsw/first-look-stockland-plans-52-storey-538-apartment-st-leonards-tower">Stockland’s 52-storey tower proposal</a> was also recently unveiled.

Aside from the St Leonards project, which is expected to take around nine months to move through the approvals process ahead of a potential 2027 launch, Aqualand is also preparing to launch Boronia, a new apartment project in Roseville comprising around 111 apartments on Larkin Street.

The developer also has approvals in place for the next stage of the Barangaroo precinct, which will feature new residential, retail, hospitality and community uses, alongside a new metro entry across the five-hectare site.

More than 50 new retail destinations are planned for Central Barangaroo, alongside a 270-metre-long boulevard connecting Hickson Park to Nawi Cove. Together with Harbour Park, more than 50 per cent of the precinct will comprise public open space and parkland.

Peter Chittenden

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