An entity directed by HSN's Rafi Assouline and Rebel Property's Allen Linz has filed plans for an impressive new precinct in Woolloomooloo.

The major mixed-use development would transform a prominent William Street site into a new residential village anchored by affordable housing and a large public park.

The proposal, submitted as a State Significant Development Application, covers 164-172 and 174-194 William Street, a 6,398 sqm site between Forbes Street and Dowling Street on the southern edge of Woolloomooloo.

Designed by fjcstudio in collaboration with Bangawarra, Studio Bright and Tribe Studio Architects, the scheme would deliver 227 apartments across four residential buildings ranging in height up to 18 storeys, alongside retail space, public domain improvements and a new publicly accessible park.

<img alt="Rebel" data-entity-type="file" data-entity-uuid="0eb59b7c-914a-4a5c-b849-3a56749f5e93" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-06-12%20at%2011.18.51%E2%80%AFAM.png?VersionId=mxM6EEqeoLjrCiTlCzTKTvzpKuh6kSkH" />

It's another design scheme for Rebel, who took <a href="https://www.apartments.com.au/news/nsw/first-look-rebel-property-group-takes-woolloomooloo-precinct-to-nsw-government">concept plans to the NSW Gov late last year</a>.

The latest plans will be a mix of 167 build-to-sell apartments and 60 affordable apartments, with the affordable housing component representing 15 per cent of the project's gross floor area. The apartment mix includes 12 one-bedroom, 53 two-bedroom, 89 three-bedroom apartments and 13 penthouses, while the affordable housing component would comprise 42 one-bedroom and 18 two-bedroom apartments.

<img alt="Rebel" data-entity-type="file" data-entity-uuid="3b3d4553-8a8c-4af5-aa8c-519ffb1e28c6" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-06-12%20at%2011.20.12%E2%80%AFAM.png?VersionId=_Yb6ibN7eDnOtQjCNDK2eviORa4qzgv." />

Rebel Property is seeking to take advantage of the NSW Government's infill affordable housing bonus provisions under the Housing SEPP, which provide additional floor space and height in exchange for the delivery of affordable housing for a minimum of 15 years. The planning pathway allows a 30 per cent increase in floor space ratio and building height where 15 per cent of the development is dedicated to affordable housing.

&nbsp;

At the centre of the development is a 1,356 sqm sunlit public park designed to become a new community gathering space at the gateway to Woolloomooloo. The park would be complemented by a network of pedestrian laneways connecting William Street with the surrounding streets, improving permeability through what is currently a largely impermeable block.

<img alt="Rebel" data-entity-type="file" data-entity-uuid="257af931-a393-4007-8c6d-7219796df58d" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-06-12%20at%2011.20.51%E2%80%AFAM.png?VersionId=KAHy94GrhaReFsWTGDKfy39EDJ8gEEv4" />

The design team says the public domain has been heavily influenced by the site's topography and Aboriginal cultural heritage, drawing on the escarpments, gullies and landscape characteristics that historically defined the area before urbanisation. The landscape design has been developed in partnership with First Nations consultancy Bangawarra.

The project would be delivered across four separate buildings. The William Street East and William Street West buildings, designed by fjcstudio, would contain the majority of the apartments. Melbourne-based Studio Bright has designed the Forbes Street building, while Tribe Studio Architects is responsible for the Dowling Street building.

Rebel had secured approval for the concept plans late last year.

Joel Robinson

First look: HSN, Rebel, advances Woolloomooloo precinct plans

A locally heritage-listed furniture showroom on Water Street is set to become the centrepiece of a new mixed-use residential development as local developer&nbsp;<a href="https://www.apartments.com.au/developers/keylin-group">Keylin</a> seeks approval for <a href="https://www.apartments.com.au/new-apartments/lotus-on-water-street-290-water-street-fortitude-valley-qld-4006">Lotus on Water Street</a>, a 15-storey project on the Fortitude Valley side of Spring Hill.

The proposal spans 290 Water Street and 137-141 Warry Street, combining several properties into a 2,869 sqm site that sits between Fortitude Valley, Spring Hill and the rapidly evolving Victoria Park precinct. Keylin's plans would deliver 132 apartments alongside new retail, hospitality and commercial space, while retaining and repurposing the historic Brunswick Home Furnishers Showroom that fronts Water Street.

Designed by <a href="https://www.apartments.com.au/architects/jackson-teece">Jackson Teece</a>, Lotus on Water Street comprises a 12-storey residential tower rising above a three-storey podium and communal rooftop terrace. The development includes 76 apartments classified as multiple dwellings and a further 56 units proposed as short-term accommodation, designed to be flexibly used as either accommodation or permanent residences. The apartment mix comprises six one-bedroom, 54 two-bedroom and 16 three-bedroom homes.

<img alt="First look: Keylin unveils heritage-led Lotus on Water Street tower in Fortitude Valley" data-entity-type="file" data-entity-uuid="9822bb79-6c49-49c9-95ba-319e8c8d81c3" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/fortitude%20valley%20front.png?VersionId=ioW8zbN4UVebbLetTFuv92t.HkdgfR5e" />

Residents would have access to an extensive rooftop recreation level spanning more than 1,200 sqm of communal open space. Plans include a pool, gym, sauna, infrared sauna, yoga area, library, private dining room, barbecue facilities and landscaped entertainment spaces, making the rooftop the project's largest shared amenity offering.

At street level, the proposal focuses on the adaptive reuse of the heritage buildings along Water Street, where 518 sqm of retail and commercial space is planned across shop, office and food and drink outlet uses. A permeable residential lobby would be positioned between the retained heritage buildings, creating a pedestrian connection between the historic streetscape and the new tower behind.

<img alt="First look: Keylin unveils heritage-led Lotus on Water Street tower in Fortitude Valley" data-entity-type="file" data-entity-uuid="269cf3e0-7d13-48bf-a318-05a00deb5c10" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/fortitude%20valley%20podium.png?VersionId=DLXmTCLsp6GOcLpQ0h.0z7wKCw59EhN_" />

The heritage retention strategy is central to the scheme. The development application notes that the Brunswick Home Furnishers Showroom and adjoining heritage buildings will remain, with only non-significant structures on the site earmarked for removal under a previously issued Heritage Exemption Certificate. Levels one and two of the new podium are recessed behind the heritage façades to maintain their prominence within the streetscape.

Jackson Teece has drawn inspiration from the site's manufacturing history when designing the podium. The planning documents state that the façade incorporates perforated metal screening that references the woven and rattan furniture historically produced on the site. Cascading and climbing plants are integrated throughout the podium to soften the building's presentation and screen parking levels behind. The landscape strategy also informs the project's name, Lotus on Water Street, drawing on the historic Spring Hollow waterholes that once ran through Spring Hill and the blue water lilies associated with Meeanjin, Brisbane's traditional name.

The proposal also incorporates the neighbouring property at 141 Warry Street, currently occupied by a healthcare service. The existing building would remain, with nine dedicated parking spaces allocated within the new development to support its ongoing operation. In total, Lotus on Water Street proposes 117 car spaces, including 110 resident spaces and seven visitor bays, alongside 100 bicycle spaces.

<img alt="First look: Keylin unveils heritage-led Lotus on Water Street tower in Fortitude Valley" data-entity-type="file" data-entity-uuid="70cf07bc-4fd8-4e70-92dd-be8b21c4e4f0" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/fortitude%20valley%20site.png?VersionId=txlxrJImM0Sm_vTzHVKh5DDUkyL_CiiA" />

The site sits within the Spring Hill East Precinct of the Spring Hill Neighbourhood Plan and is positioned around 650 metres from both Fortitude Valley Station and Exhibition Station. It is also within walking distance of the King Street precinct, Royal Brisbane and Women's Hospital, Herston Quarter and Victoria Park, which is earmarked to become a major venue precinct ahead of the Brisbane 2032 Olympic and Paralympic Games.

Planning documents describe the location as a key gateway between Spring Hill and Fortitude Valley and highlight the area's increasing importance as new transport infrastructure and Olympic-related investment reshape Brisbane's inner north. The development team argues the project will contribute additional housing supply while activating a section of Water Street that has historically received less investment than other parts of the Valley.

Keylin has become increasingly active across Brisbane and southeast Queensland, assembling sites in strategic inner-city locations. They are currently selling and delivering <a href="https://www.apartments.com.au/new-apartments/oria-spring-hill-447-gregory-terrace-spring-hill-qld-4000">Oria Spring Hill</a>, just over 140 apartments due for completion in 2027.

Keylin plans heritage-led Lotus on Water Street apartment development in Fortitude Valley

Roseville is poised for a wave of new apartment development following the NSW Government's rezoning of land around Roseville Station under its Transport Oriented Development program.

The new planning controls have unlocked significant development potential within walking distance of the station, with a number of sites expected to be amalgamated and redeveloped in the coming years as developers seek to take advantage of the increased density allowances.

One of the more restrained developments in the precinct, and set among the first to be delivered having commenced well before the recent changes, is Hyecorp's Juliet. The boutique apartment project is already well under construction and remains on track to welcome residents by the end of the year, offering a markedly different proposition to many of the larger-scale developments now likely to emerge across the suburb.

[smartcode_project:default project_id=7395 project_image_fid=278194]

<a href="https://www.apartments.com.au/new-apartments/juliet-roseville-64-pacific-highway-roseville-nsw-2069">Juliet</a> will comprise just&nbsp;34 one-, two-, and three-bedroom apartments opposite Roseville Station. For Hyecorp, which has delivered projects across Sydney's Lower North Shore for more than three decades, Roseville presented a rare opportunity to address a growing gap in the market.

"<a href="https://www.apartments.com.au/developments/roseville-nsw-2069">Roseville</a> has long been one of the North Shore's most tightly held and desirable suburbs, offering a unique combination of village charm, established greenery, excellent transport connections, and proximity to some of Sydney's best schools and lifestyle amenities," Hyecorp said.

"We recognised a growing demand from local homeowners seeking to downsize without leaving the community they have built their lives around. The location presented a rare opportunity to create homes that cater specifically to that buyer profile."

[smartcode_project:default project_id=7395 project_image_fid=278196]

The six-level development has been designed by <a href="https://www.apartments.com.au/architects/pbd-architects">PBD Architects</a> as a collection of residences that feel more like homes than apartments. The brief centred generous floorplans, abundant natural light, quality finishes, and strong connections to outdoor space.

PBD Architects drew inspiration from Roseville's established garden suburb character, creating a building that sits comfortably within its surroundings rather than dominating them. The architecture incorporates natural materials, soft forms, layered landscaping, expansive balconies, and generous setbacks to strengthen the connection between residents and the suburb's leafy environment.

"The focus was on designing spacious, house-like residences for discerning owner-occupiers and downsizers who wanted to remain on the North Shore without compromising on comfort, privacy, or design," PBD said.&nbsp;

"Every apartment was to feel considered, timeless, and highly functional."

[smartcode_project:default project_id=7395 project_image_fid=278195]

Inside, residences feature engineered timber flooring, stone kitchen benchtops and splashbacks, integrated Fisher &amp; Paykel appliances, ducted air conditioning, and large outdoor entertaining areas designed to take advantage of district and treetop views.

Residents will also have access to a rooftop barbecue and lounge area, alongside practical amenities including parcel lockers, EV charging capability, bicycle storage, a dog wash bay, and a basement car wash facility.

The majority of purchasers so far have been local owner-occupiers from Roseville, Lindfield, Chatswood, Killara, and the broader Upper North Shore, many of whom are transitioning from larger family homes.

"Buyers are looking for spacious, house-like apartments that allow them to downsize without feeling like they are sacrificing comfort or functionality," Hyecorp noted.

"They value large kitchens, generous living areas, ample storage, quality finishes, secure parking, lift access, and low-maintenance living."

[smartcode_project:default project_id=7395 project_image_fid=278204]

Juliet sits directly opposite Roseville Train Station and within walking distance of Roseville Village, while Chatswood's retail and dining precinct is only minutes away. The development is also surrounded by some of Sydney's most established schools, including Roseville College, Ravenswood, Pymble Ladies' College, and Knox Grammar, as well as nearby parklands and golf courses.

Juliet is currently more than 75 per cent sold ahead of its anticipated completion in late 2026.

[smartcode_project_cta:default project_id=7395]

Juliet to sit quietly amid Roseville apartment boom

Sherpa Property Group has unveiled the third instalment of its Flourish series, securing full approval for the two-tower, $500 million Flourish Soleira development in Palm Beach.

<a href="https://www.apartments.com.au/new-apartments/flourish-soleira-1150-1154-gold-coast-highway-palm-beach-qld-4221">Flourish Soleira</a> will rise from a prominent site in the commercial heart of Palm Beach, the long-time home of Cash Converters and a range of local retailers.

The project will introduce a new retail and dining precinct at ground level, beneath 286 apartments.

[smartcode_project:default project_id=150017 project_image_fid=370959]

“We’re very committed to not only providing affordable residential offerings that are much needed in Palm Beach, but also delivering a vibrant new commercial heart that complements the extraordinary growth of the southern Gold Coast,” Sherpa Property Group founder Christie Leet said.

The development will sit under Sherpa's Flourish brand, which is aimed at providing a pathway into the beachside suburb for locals, first-home buyers and downsizers. In a move designed to assist first-home buyers entering the market, Sherpa has reserved all one and two-bedroom, one-bathroom apartments exclusively for eligible first-home buyers.

[smartcode_project:default project_id=150017 project_image_fid=370964]

“Our vision through Flourish is to create a vibrant retail and lifestyle focal point within the Palm Beach centre zone, delivering thriving communities underpinned by lifestyle-rich locations,” Leet said.

“So far, Flourish has been an incredible success, and we hope to carry this momentum as we progress the next two Flourish projects in Palm Beach.”

[smartcode_project:default project_id=150017 project_image_fid=371430]

Located across 1150-1164 Gold Coast Highway and 3 Sixth Avenue, the development will comprise two towers. The northern tower will deliver 154 apartments, while the southern tower will add a further 132 residences, helping address ongoing demand for new apartments in the tightly held coastal suburb.

Flourish Soleira will also feature the most extensive rooftop amenity offering ever delivered in Palm Beach.

The two towers will be connected by a skybridge, with residents gaining access to a rooftop recreation deck featuring a full-width swimming pool, hot and cold plunge pools, wellness spaces, a gymnasium, private dining facilities, massage treatment rooms, barbecue areas, a basketball court, golf simulator, indoor and outdoor dining spaces, sun lounges and extensive landscaping.

LPS Group is expected to start construction later this year.

Sherpa is already well advanced on construction of its debut Flourish project, Flourish Amargo, located just around the corner from Soleira. Meanwhile, Flourish Oasis, positioned opposite Amargo, recently commenced construction and has nearly sold out its collection of 47 apartments.

[smartcode_project_cta:default project_id=150017]

Sherpa unveils $500m mixed-use Palm Beach precinct, Flourish Soleira

Are mortgage holders set to get a reprieve from the RBA in 2026?

Big Four bank NAB believes so. They are now expecting the next move from the RBA to be a cut, rather than a hike, which they had pencilled in for August. They are unsure of the timing of the cut however, they note in their latest&nbsp;NAB Economics RBA Watch.

NAB Chief Economist, Dr Sally Auld, said recent data suggests the economy has lost momentum and the outlook for rates has shifted, noting that the broader economic backdrop has changed since earlier in the year.

“The next move in the cash rate is likely to be down, but the timing is uncertain," Dr Auld said.

"In February, growth was above trend, the economy was operating above capacity and there was uncertainty over the restrictiveness of rates. None of these conditions exist today,” she outlined.

Dr Auld said recent data pointed to softer momentum across the economy while acknowledging that at the same time, uncertainty remains a key feature of the outlook.

“Both Q1 GDP data and the NAB business survey suggest momentum in the economy has slowed, meaning that growth has likely peaked for the cycle. That said, we are cognisant there is still considerable uncertainty around the outlook, both with respect to activity and inflation.”

Dr Auld said inflation risks and labour market outcomes would be important to watch.

“On the prices side, we are still forecasting above target core inflation through to mid-2027. Margins will compress and weaker labour market outcomes are a risk.”

She said tighter financial conditions are expected to weigh on housing and activity.

“Tighter financial conditions will be reflected in a slowing in house price growth and housing credit growth. In summary, we have greater conviction that the next move in rates is down, but less conviction on the timing.”

Mortgage relief? NAB forecasts RBA rate cut, not hike, after softer economic conditions

Sydney’s property market is known for high prices, competitive bidding, and mounting pressure on first home buyers. But change is on the horizon.

From late 2025, eligible first home buyers in New South Wales will have access to a new federal government initiative aimed at addressing affordability: the Help to Buy Scheme.&nbsp;

<h2>What is the Help to Buy Scheme?</h2>

The program introduces a shared equity model intended to reduce the upfront cost of entering the property market, particularly in high-demand urban areas such as Sydney.

The scheme operates under a shared ownership structure in which the federal government takes an equity stake of up to 40 per cent for new homes, or 30 per cent for existing dwellings. This arrangement allows eligible buyers to significantly reduce their loan size and avoid the added cost of Lenders Mortgage Insurance (LMI).

Under this model, purchasers can enter the property market with as little as a two per cent deposit, well below the traditional 10 to 20 per cent usually required. The government’s contribution is not a loan but a co-ownership stake in the property. As such, there is no interest or rent charged on its portion.

Because the government’s equity combined with the buyer’s deposit typically meets or exceeds the 20 per cent threshold, LMI does not apply. The remaining balance, generally between 60 and 70 per cent of the property’s value, is financed through a standard home loan with a participating lender.

The government's equity in the property remains in place until the buyer chooses to repay it voluntarily or until the property is sold. Buyers can buy back the government’s share over time, in increments of at least five per cent, depending on their financial situation.

There is no fixed repayment timeline, but the amount to be repaid will be based on the property's market value at the time of repayment, not the original purchase price.

<h2>How do you qualify for the&nbsp;Help to Buy Scheme?</h2>

To qualify for the Help to Buy Scheme, applicants must meet the following conditions:

<ul>
	<li>Be an Australian citizen at least 18 years of age.</li>
	<li>Be a first-home buyer who does not currently own property.</li>
	<li>Intend to live in the property as their primary residence.</li>
	<li>Earn less than $100,000 per year for individuals, or $160,000 for couples.</li>
	<li>Purchase a property within the regional price caps, currently $950,000 in Sydney, though this is expected to rise to approximately $1.3 million ahead of the program’s launch.</li>
</ul>

While the Help to Buy Scheme does not solve affordability challenges across the board, it does offer a more accessible pathway for a defined segment of the market, particularly younger buyers with moderate incomes who have been priced out of traditional lending routes.

The scheme is expected to commence in NSW in late 2025, as part of a national rollout.

Under the new model, purchasers can enter the property market with as little as a two per cent deposit, well below the traditional 10 to 20 per cent usually required

Help to Buy Scheme: What first home buyers in NSW need to know

The First Home Owners Grant (FHOG) is a government initiative designed to help eligible first-time home buyers by offering financial assistance towards the purchase or construction of a new home.

While the FHOG is a nationwide program, it is administered separately by each state and territory, meaning the eligibility criteria, grant amounts, and property requirements can vary depending on your location. This means that the amount available and the conditions attached to the grant will differ, so it is important to check the specific guidelines for your state or territory.

It’s important to note that the FHOG is just one of several incentives available to first home buyers. In most states and territories, the grant is not linked to stamp duty exemptions or concessions, with the exception of the Australian Capital Territory (ACT). The FHOG is typically a one-off payment, reducing the overall cost of purchasing or building a new home before any stamp duty concessions are applied.

Below, we provide a breakdown of the First Home Owner Grants available across Australia, outlining the specific details for each state and territory.

<h2>New South Wales First Home Owner Grant</h2>

First Home Owner Grant: Offers a $10,000 grant for new homes valued up to $600,000. For land purchases and owner-builders, the threshold extends to $750,000.

Stamp Duty Benefits: Provides full stamp duty exemption for homes valued up to $800,000, with concessions available for properties up to $1 million.

<h2>Victoria South Wales First Home Owner Grant</h2>

First Home Owner Grant: Provides a $10,000 grant for first-home buyers purchasing or building new homes valued up to $750,000.

Stamp Duty Benefits: Offers full stamp duty exemption for properties up to $600,000, with concessions available up to $750,000.

<h2>Queensland First Home Owner Grant</h2>

First Home Owner Grant: Offers $30,000 for contracts signed between 20 November 2023 and 30 June 2025. The FHOG applies to new homes valued up to $750,000.

Stamp Duty Concessions: Provides additional concessions for properties valued up to $800,000.

<h2>Western Australia First Home Owner Grant</h2>

&nbsp;

First Home Owner Grant: Offers a $10,000 grant for new homes valued up to $750,000 in the southern regions and up to $1 million in the northern regions.

Stamp Duty Concessions: Available for homes valued up to $600,000 for transactions entered into on or after 9 May 2024.

<h2>Australian Capital Territory First Home Owner Grant</h2>

First Home Owner Grant: Replaced by the Home Buyer Concession Scheme, offering full stamp duty concessions for eligible buyers.

<h2>South Australia First Home Owner Grant</h2>

First Home Owner Grant: Provides up to $15,000 for new homes, including houses, apartments, and townhouses. As of 6 June 2024, there is no property value cap for eligibility.

Stamp Duty Relief: Available for new homes and vacant land purchases.

<h2>Tasmania First Home Owner Grant</h2>

First Home Owner Grant: Offers a $10,000 grant for new homes and off the plan purchases.

Stamp Duty Exemption: Between 18 February 2024 and 30 June 2026, first home buyers of established homes valued up to $750,000 receive a full exemption on property transfer duty.

<h2>Northern Territory First Home Owner Grant</h2>

First Home Owner Grant: The Northern Territory provides a $10,000 grant for new homes only. Additional government grants and concessions are available for first home buyers.

Stamp Duty Exemption: The only stamp duty exemption available to property buyers is the House and Land Package Exemption (HLPE).

Eligibility criteria and application processes differ across states. Prospective buyers should refer to their respective state revenue offices for full details on grant availability, conditions, and additional concessions.

Every First Home Owner Grant for new property by state

In the ever-evolving landscape of sustainable architecture and environmentally conscious design, systems and ratings in place can help determine the energy efficiency of residential buildings in Australia.

Australia has multiple building rating systems that evaluate energy efficiency and sustainability in existing and new building designs.

Some systems assess individual building components, while others provide an overall rating for the entire structure.

A rating system ensures that homes are comfortable and energy-efficient, whether you are buying, renovating, or building.

NatHERS (Nationwide House Energy Rating Scheme) is a common way for new homes to meet energy efficiency requirements.

As new developments continue to shape the urban environment, understanding NatHERS ratings becomes essential for developers and homeowners. This article delves into the concept of NatHERS ratings, their significance, and how they contribute to creating energy-efficient homes.

<h2>What is NatHERS?</h2>

NatHERS is a national initiative implemented by the Australian government to promote energy efficiency in residential buildings. The scheme aims to provide a standardised method for assessing the thermal performance of homes, considering factors such as insulation, orientation, ventilation, and building materials.&nbsp;

NatHERS ratings are the most common way new homes meet the National Construction Code's (NCC's) minimum energy efficiency requirements.&nbsp;

NatHERS assessments provide thermal and whole-home ratings for new homes, townhouses, and apartments.

The rating helps evaluate the energy performance of buildings, guides homeowners and developers to make informed decisions about the energy efficiency of their properties, and encourages the construction of more sustainable, comfortable, and cost-effective homes.

<h2>How NatHERS Ratings Work</h2>

NatHERS ratings are determined through four accredited software tools (AccuRate, BERS Pro, FirstRate5, HERO) using a calculation engine CSIRO developed to predict building temperature based on various factors.

The tools can model complex effects of building mass, insulation, window size, and other elements.

The outcome is a star rating that reflects the building's overall thermal efficiency, indicating how well it can maintain a comfortable indoor temperature without excessive reliance on heating or cooling systems.

The star rating scale ranges from 0 to 10, with a 6-star rating being the minimum requirement for compliance with the National Construction Code (NCC).&nbsp;

Achieving a higher star rating demonstrates a commitment to energy efficiency and sustainability, as the building is better equipped to minimise its environmental impact and reduce long-term energy costs.

Anyone can use NatHERS tools, but accredited assessors can provide certified ratings and professional advice.

<h2>Benefits of Higher NatHERS Ratings</h2>

Energy Efficiency: Buildings with higher NatHERS ratings are more energy-efficient, requiring less heating and cooling energy. This reduces the structure's carbon footprint and lowers occupants' energy bills.

Cost Savings: Homes with higher NatHERS ratings are generally more energy-efficient, resulting in reduced energy consumption for heating and cooling. This translates to lower energy bills for homeowners, making sustainable living environmentally friendly and economically viable in the long run.

Environmental Impact: Lower energy consumption directly translates to a reduced environmental impact. Buildings with higher NatHERS ratings contribute to the overall goal of mitigating climate change by lowering greenhouse gas emissions associated with heating and cooling systems.

Improved Comfort: Buildings with high NatHERS ratings offer better thermal comfort to occupants. Proper insulation, well-designed ventilation, and optimal orientation maintain a consistent and comfortable indoor temperature, providing occupants with a more enjoyable and healthier space.

Market Value and Desirability: Higher NatHERS ratings can enhance the market value of a property. As energy efficiency becomes a more significant consideration for homebuyers, a well-rated building may attract a premium price and stand out in the real estate market.

Compliance with Building Codes: NatHERS ratings are a vital component of the National Construction Code (NCC), and compliance with these ratings is often a mandatory requirement for new developments. Local councils and planning authorities may set minimum energy efficiency standards that must be met to obtain development approval.

The Nationwide House Energy Rating Scheme (NatHERS) is a crucial initiative shaping the future of energy-efficient, resilient, and cost-effective homes. With its recent upgrades, NatHERS has evolved into a world-leading tool for the building sector, supporting the global commitment to achieving net-zero emissions by 2050.

Staff Writer

What is a NatHERS rating in new off the plan apartment developments?

Mixed-use developments have gained significant popularity across Australia in recent years due to their unique blend of residential, commercial, and recreational spaces.

Unlike traditional single-purpose developments, mixed-use projects offer a harmonious integration of various functions within a single locale.

Residential units seamlessly coexist with commercial establishments, retail outlets, dining venues, entertainment hubs, and recreational facilities, with the combination not only enhances convenience but also fosters a vibrant lifestyle and a sense of community.

<h3>Convenience and accessibility</h3>

Mixed-use developments are designed with convenience in mind. They often integrate residential units with commercial spaces, retail outlets, restaurants, and recreational facilities, creating a self-contained community.

[smartcode_project:default project_id=114215 project_image_fid=204874]

The proximity allows residents to enjoy the convenience of having essential amenities and services within walking distance. Whether it's grabbing a cup of coffee, going grocery shopping, or accessing healthcare services, everything is conveniently located, saving residents time and effort.

<h3>Vibrant lifestyle and community</h3>

One of the major advantages of mixed-use developments is the vibrant lifestyle they offer. With a diverse range of amenities and communal spaces, residents have ample opportunities to interact, socialise, and build a sense of community.

[smartcode_project:default project_id=107714 project_image_fid=214122]

The presence of parks, community centres, and shared spaces fosters a lively atmosphere, encouraging residents to engage in various activities and events. The vibrant lifestyle within these developments creates a unique sense of belonging and camaraderie among the residents.

<h3>Potential for higher rental yields and property value appreciation</h3>

Mixed-use developments tend to attract a broad range of tenants and buyers due to their versatile nature. This high demand can result in higher rental yields for investors and potentially lead to property value appreciation over time.

[smartcode_project:default project_id=139989 project_image_fid=212887]

The integration of commercial and retail spaces attracts businesses, which can provide a stable rental income stream. Additionally, the popularity of mixed-use developments often drives up property values, making them a potentially lucrative investment in the long term.

<h3>Enhanced security and maintenance</h3>

Mixed-use developments typically have comprehensive security measures in place. With controlled access points, CCTV surveillance, and professional security staff, residents can enjoy enhanced safety and peace of mind.

[smartcode_project:default project_id=108019 project_image_fid=212658]

Additionally, these developments often have dedicated maintenance teams responsible for the upkeep of common areas, landscaping, and infrastructure. This ensures that the overall appearance and functionality of the development are well-maintained, creating a pleasant living environment for residents.

<h3>Live-work-play balance</h3>

One of the key attractions of mixed-use developments is the ability to achieve a desirable live-work-play balance. The integration of residential and commercial spaces allows residents to live closer to their workplaces, reducing commuting time and improving work-life balance.

The proximity to various amenities and recreational facilities encourages an active and healthy lifestyle. Residents can easily access fitness centres, parks, restaurants, and entertainment options, all within the same development, leading to a more fulfilling and convenient way of life.

alisonwarters@gmail.com

The top five reasons to buy in a mixed-use development

When buying a property, everyone needs to be aware of the additional costs that come as part of the buying process.

Often the largest outlay, after the deposit which goes to the bank, is stamp duty.

<h2 style="line-height: 1.38;">What is Stamp Duty?</h2>

Stamp duty is an extra tax to pay the government when you buy land, a property, and other certain assets.

It happens when the legal ownership is transferred. It can also be known as property transfer duty or transfer duty.

<iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen="" frameborder="0" height="415" src="https://www.youtube.com/embed/C32BWkB5--c" title="YouTube video player" width="660"></iframe>

<h2>Who pays Stamp Duty?</h2>

In some circumstances, you may get an exemption. For some states, you won’t have to pay for stamp duty if you are a first home buyer or a pensioner for houses under a particular price. There are also stamp duty concessions, where you may be entitled to a discount.

<h2>How much does Stamp Duty cost?</h2>

Each state has different rules which affect how much you need to pay. These rules can affect the rate you pay, and the timeframe you will need to pay in. Before you buy land or a property, make sure you check the up-to-date information for your state’s stamp duty.

You can use a free stamp duty calculator online to see approximately how much you’ll need to pay. Find out if you’re eligible for an exemption by enquiring on a project via Urban!

Overall, the stamp duty you need to pay will depend on:

<ul>
	<li aria-level="1">How much your land/property is worth</li>
	<li aria-level="1">Where your land/property is located</li>
	<li aria-level="1">What type of land/property it is</li>
</ul>

Want to find out more? <a href="https://www.youtube.com/@UrbanAustralia?utm_source=YouTube&amp;utm_medium=Video&amp;utm_campaign=Subscribe&amp;utm_id=Subscribe">Subscribe to our YouTube channel</a> for more property videos.

Ellen Walker

Off-the-plan property explained: What is stamp duty?

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The national RP Data auction clearance rate sat at 67.3% over the week ending Sunday May 5, up from 64.5% the previous week.
There were slightly fewer auctions held this week, down from 1,658 the previous week to 1,632 this week, the RP Data auction report noted.
But in Melbourne, Australia’s largest auction market, the clearance rate increased from 68.1% the previous week to 70.4% this week.
In Sydney, a similar trend was seen, with clearance rates up from 70.6% over the previous week to a strong 72.4% this week, ending May 5.
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The national result is across the combined capital cities.
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The results are preliminary, with ‘final’ auction clearance rates published each Thursday with RP Data estimating on average, that it collects between 80% and 85% of all auction results each week.
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Both Melbourne and Sydney surpass 70% weekly auction success rates: RP Data

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Running the auction clearance rate numbers overnight, Sydney has had its strongest auction weekend in three years, according to Australian Property Monitors.
The 78.1% clearance rate across Sydney on Saturday was the highest level since early 2010, the APM senior economist , Dr Andrew Wilson said.
He noted it was just below 2002-2003 boom levels.
"Sydney's stunning auction clearance rate of 78.1% today highest recorded for years and a clear signal that prices are continuing to rise," Dr Wilson tweeted.
Dr Wilson anticipated the clearance rate surge within the first few weeks of the 2013 auction season getting underway in February noting "the real impact of those historically low interest rates."
"Jet-fuelled low interest rates kicking in?" <a rel="nofollow" href="https://twitter.com/DocAndrewWilson" target="_blank">Dr Wilson tweeted on the February 16 weekend</a>.
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Sydney's "stunning" 78% weekend auction clearance rate highest for 3 years: APM

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Sydney's weekend auction success rate hit 78.1%, according to the preliminary results from Australian Property Monitors.
And in Melbourne there were 627 auctions reported to the REIV today, with 447 selling and 180 being passed in, 112 of those on a vendor bid.  The Melbourne clearance rate of 71% compared to 69% last weekend and 57% this weekend last year.
There were 200 sales to APM amid the 256 reported results this weekend in Sydney.
The full Sydney tally will cover around 408 listings.
The 78% result is the highest Saturday night preliminary result this year.
Last weekend's revised result was 73% down slightly on the initial 74% result on the Saturday evening.
And on the prior weekend the 75.6% result was revised down to 73.6%.
The April 13 weekend was revised down from 73% to 69.6%.
Sydney’s weekend auction clearance rates have been remarkable for their consistency and strength so far this year, according to APM senior economist, Dr Andrew Wilson. There was a 60% success rate on the same weekend last year.
Dr Wilson said leading up to this weekend clearance rates have averaged 72% this year which is 15% higher than the 57% averaged over the same period a year ago and clearly the best start to a year since the strong market conditions of 2010.
Sydney's highest weekend sale was a five bedroom Tamarama duplex property sold through McGrath at $3 million to the downstairs owner. It had sold at $2.9 million in late 2010.
Maroubra in the eastern suburbs was the most active suburb in Sydney for auctions this weekend with 8 properties listed. Some four of the five reported Maroubra listings found buyers. The next busiest was Condell Park in Canterbury Bankstown with 7 auctions followed by Newtown and Merrylands each with 6 properties listed. All six of the reported Condell Park results were sold.
Melbourne's highest reported price this weekend was on Henham Street, Hawthorn East  at $2,645,000.
But there were higher unreported prestige Melbourne sales that Property Observer is aware of including Grace Street, Malvern and on Richardson Street, Albert Park.
Reservoir had the highest volume of auctions this weekend with 16 expected to be held. The results showed seven sales and six passed in at Reservoir. There were also 15 listings in Elwood and 14 in Kew.
A full auction round up on Monday on Property Observer.
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Sydney weekend auction success rate hits 78% and Melbourne heats up too: APM & REIV

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There has been plenty of interest for 16 Pisces Court, Donvale, with close to 100 groups of potential buyers taking a look and many returning for a second peek. 
The property will <a href="https://www.realestate.com.au/property-house-vic-donvale-113508983" target="_blank">go to auction</a> this weekend and is featured in this week's Property Tycoon auction tipping competition.
It's the website, <a style="font-size: 14px;" href="https://www.propertytycoon.com.au/" rel="nofollow" target="_blank">www.propertytycoon.com.au</a>, where punters can guess five auction results in Melbourne and Sydney, with no outlay. It's mostly about testing your market knowledge with a small cash prize as a sweetener.
The amount of interest in the Donvale house (pictured below) suggests there will be a good level of competition for this one when the auction begins on Saturday.
<img alt="propertytycoonmay3one" src="/images/stories/2013/05/propertytycoonmay3one.jpg" width="470" height="344">


Meanwhile, an exclusive address and luxury living could be added to your portfolio when <a href="https://www.domain.com.au/Property/For-Sale/House/NSW/Balgowlah-Heights/?adid=2010382864" target="_blank">2 Fisher Street, Balgowlah Heights</a> (pictured below) goes under the hammer.
 
<img alt="propertytycoonmay3two" src="/images/stories/2013/05/propertytycoonmay3two.jpg" width="470" height="343"> 
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Balgowlah Heights and Donvale in the spotlight for this weekend's Property Tycoon auction tipping

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For once the HIA has not called for an interest rate cut in a press release, instead focusing on the more positive long-term trends in today's building approvals data.
Well it did at least in its first press release on today's data which had as it headline "Lift in Building Approvals Reflects Improved Sentiment".
A corrected press release issued a minute late took a decidely downbeat tone: "Sharp Decline in Building Approvals Underlines Delicate State Of Housing Industry," it read.
Perhaps readers can take their pick.
Both press releases began with the statement that approvals for houses and units <a href="https://www.propertyobserver.com.au/residential/dwelling-approvals-fall-55-in-march-led-by-nsw-and-victoria-abs/2013050260946?utm_source=po&amp;utm_medium=aida&amp;utm_campaign=news" target="_blank">fell 5.5% over March</a>, below expectations of a small rise.
“This is the largest monthly decline in building approvals since July of last year and represents adisappointing reversal of the growth which occurred in February,” said HIA senior economist, Shane Garrett.
“The decline in approvals for units was particularly pronounced in March with a fall of 7.7% to ccurring. This is in comparison to the 4.1% decline in detached house approvals during March,” Garrett said.
But he said (in both press releases)  that when taking a "longer view" the picture is a "little more encouraging"
"Approvals in March were 3.9% higher than twelve months previously.
For the first quarter of 2013, total approvals rose by 8.8% compared with the same period in 2012,” noted Garrett.
“The sharp decline in approvals during March underlines the delicate state of Australia’s housing market. A tentative recovery does appear to be underway but it remains delicate,” said Garrett.
“Every positive indicator on housing seems to be quickly followed by negative data in relation to other aspects of the market.
"The government must bear this in mind when prescribing policy measures. The housing industry is in a sensitive state and the need for supportive action from government at this time is great.
"There remains huge scope for policy intervention, especially with regard to inefficient taxes on housing.
"We urge the government not to ignore these opportunities in the Budget tabled for later this month,” said Garrett. 
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Longer term view on building approvals more encouraging: HIA

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Hawthorn Green is the latest stage to be released in the Forest Ridge housing estate, 16 kilometres east of the Melbourne CBD.
After the successful sellout of the first three stages in the <a href="/news">Forest Hill</a> suburb, developer Excen has released 14 house and land packages in the Hawthorn Green stage.
Located on Elmington Avenue, the estate will be made up of four styles of home, which are all two-storey.
The Catherine style (pictured below) features three bedrooms, all located upstairs.
<img alt="catherine" src="/images/stories/2013/04/catherine.jpg" width="400" height="245">
The Juliette, Chloe and Carolina styles (pictured below) all feature four bedrooms.
{yoogallery src=[images/stories/2013/04/april19hawthorngreen]}
The homes are architecturally designed by dKO architects, with interior design by Libby Thornton and landscaped by Paul Hamilton Landscape.
The homes will feature exposed timbers, angled roofs, blade walls and decorative stonework, with inspiration evidently drawn from American architect Frank Lloyd Wright’s work.
<img alt="hawthorngreenapril19two" src="/images/stories/2013/04/hawthorngreenapril19two.jpg" width="470" height="260">
“Our homes and mature landscaping signify a new standard for Melbourne’s south-east and would not look out of place gracing the finest streets of Hawthorn or Kew,” says sales manager of Forest Ridge, Bonnie Formosa.
“The population of Forest Hill is growing rapidly with a younger and more family-centre focus which is perfect for the style of high quality, yet great value-for-money homes we are offering.”
Prices for home-and-land packages range in price from $988,000 to $1.095 million.
The homes range in size from 200 square metres to 250 square metres and the blocks range in size from 220 square metres to 380 square metres.
<img alt="hawthorngreenapril19one" src="/images/stories/2013/04/hawthorngreenapril19one.jpg" width="470" height="313">
Formosa says the homes have been designed to ensure the kitchen is the focal point.
“It is positioned to allow family and friends to congregate, reflecting today’s casual approach to entertaining, whilst ensuring the person who is preparing a meal feels connected to the living spaces,” says Formosa.
The kitchens feature a stone island bench and European stainless steel appliances.
<a href="https://www.forestridge3131.com.au/index" target="_blank">Buyers of the 14 terrace homes </a>will be required to pay a 10% deposit to secure their purchase.
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Hawthorn Green homes the newest addition to Forest Hill

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A one-bedroom apartment in Essendon North was recorded as the cheapest auction sale in Victoria for the past weekend, selling for $235,500 according to Australian Property Monitors (APM).  
Located at <a target="_blank" href="https://www.realestate.com.au/property-apartment-vic-essendon+north-113454423">1/3 Royal Avenue</a>, the apartment (picture below) sold at auction on April 27 through Matthew Febey of Nelson Alexander Real Estate Essendon.
<img src="/images/stories/2013/04/essendonmay1one.jpg" width="470" height="349" alt="essendonmay1one">
“There were three bidders present – it was fairly competitive,” Febey told Property Observer.  
Febey added that the vendor’s reserve price was $215,000. The unit was also previously on the market at $215,000, and its sale price of $235,500 was “a good result”.  
Febey said the successful bidder was an owner-occupier.  
Based on Nelson Alexander’s estimated rent at $230 a week, the price reflected a rental yield of 5.08%, higher than the average rental yield for units in Essendon North which currently stands at 3.8%.  
According to the <a target="_blank" href="/news">latest report by RP Data</a>, the median sale price for units in Essendon North is $420,000, down by 10.4% on last year.  
Febey also told Property Observer the market in Essendon North is “quite healthy”, and “there are multiple buyers for the properties as long as the property’s price is right”.  
“Realistic vendors are selling better than vendors with high expectations,” he added.  
Other one-bedroom apartments for sale in Essendon North include <a target="_blank" href="https://www.domain.com.au/Property/For-Sale/Apartment-Unit-Flat/VIC/Essendon-North/?adid=2010382232">24/60 Keilor Road</a>, listed for $310,000 to $340,000.
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Essendon North apartment was Victoria's cheapest auction sale last weekend

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The marketing of property project with proximity to parklands has become a clear priority, and this trend is evident in Sydney's Putney Hill, with the development of houses and apartments by Frasers Property.
<img height="301" width="470" src="/images/stories/2013/04/putneyapril29one.jpg" alt="putneyapril29one">
Located on the cusp of Putney and Ryde, <a href="https://www.putneyhill.com.au/" target="_blank">Putney Hill</a>’s centerpiece will be the 24,000-square-metre Lardelli Park.
Additional features include Palmera Park, a 4,400 square metre bushland park as well as Figtree Park, a rainforest-style garden, a hilltop green and community rooftop gardens where residents can grow vegetables and herbs.
Award-winning landscape designer Environmental Partnership has signed on to the project.
Adam Hunter, Environmental Partnership director said, “It’s rare to find a new community with such a large percentage of the total area dedicated entirely to green spaces. Our brief was to create a landscape as close to Sydney’s natural bush setting as we could.”
Other amenities such as a childcare centre, community hall, professional medical suites, tennis and basketball courts and a playground have also been planned.
All houses in Putney Hill have been sold, while Palmera Apartments are available off-the-plan from $585,000 for a two-bedroom unit, for completion in 2014.
An established inner city properties’ proximity to parklands is also a priority as highlighted by a recent report by buyer’s advocate Secret Agent.
The report, which surveyed 30 suburbs in inner Melbourne, found that parkland properties in general fetch stronger prices, Property Observer reported <a target="_blank" href="https://www.propertyobserver.com.au/residential/properties-with-direct-parkland-views-fetch-higher-house-prices-secret-agent/2013040860186">earlier this month</a>.
Conversely, properties that are close to parks but don't have a view do not perform as well as those with a direct view.
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Sydney's Putney Hill the latest development in parklands proximity trend

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Rising residential construction is an important element in the RBA’s game plan for 2013 and beyond.  As mining-related investment plateaus, residential construction will need to step into the breach.  Housing construction has a big employment multiplier.
Yet first home buyer interest – which does not surprise us in least – is in decline.  Investors, when it comes to new property, are showing little or no urgency - and who could really blame them.  So new construction is, and is likely to remain, subdued.  Falling interest rates can only stimulate new housing demand if other policy settings are correct.
We are reaping what we sow.
First home buyers
A few months ago, based on the January loan figures, most media outlets ran the “first home buyers abandon market” headline.  The falls were the greatest in New South Wales and Queensland, with just 773 first home loans issued in New South Wales during January and only 750 in Queensland.
But both states changed the emphasis of their first home grant schemes towards new housing late last year.  <a title="Missive" target="_blank" href="https://matusikmissive.com.au/2012/09/10/just-11/">We said then</a> that this would end in tears.
Now, most housing statistics covering the month of January are usually not reflective of the market conditions over the next year.  I describe January (and often December) figures as –being “off-market”.
And 14.9% of all loans were taken up by first home buyers during January.  Now, despite what the headlines say, a 15% market share is the long-term first home buyer average.  The home loan volumes traded by first home buyers during 2009 and into 2010 weren’t sustainable.
For mine – there is no headline, no need for even much conversation about this topic; it is just business as usual.  But if you want to encourage new residential construction, which is what both the NSW and Qld governments want to do with their changes to the first home buyers grant last year, you won’t do it by trying to incentivise first timers to buy something new.
Why?  Only one in ten first home buyers buy a new property.  The reason is that a second-hand home offers much better value to a first home buyer because they have energy, enthusiasm and Australian tax laws on their side, which all combine to encourage them to buy something older which they can renovate and in time resell, tax free.  We have all done it.  Why would anything change?
The grant by the way doesn’t work.  It hasn’t offset the impact of GST on new property and in fact we have fewer first-home buyers than would have been the case.  According to the ABS, there were 446,000 first-home buyers across Australia just prior to the grant.  Today that number stands at 429,000.
The average mortgage taken out by a first-home buyer today is $293,000, against a mean purchase price in the low $400,000 range.  This gives many a healthy 30% equity.  However, this equity position has not improved in recent years whilst the size of first-home loans has increased.  In short, the FHOG has also inflated the market.
Finally, it has screwed-up expectations; with three out of five first home buyers being either a single or couple household, yet 75% of the stock bought by them now holds three or more bedrooms.  One quarter (26%) of first home buyers bought a four-bedroom home last year.
Prior to the grant, most first home buyers bought two (35%) or three-bedroom (30%) dwellings.
Investors
On average, investors buy most of the new property for sale in Australia.  This buyer profile varies by product type and location, being higher for downtown apartments than detached houses on standard allotments in a suburban setting, but regardless of what and where it is, investors are the largest buyer group of off-plan property and newly constructed product.
But buyers of new property must pay GST (whilst buyers of second-hand property don’t) and also the same level of stamp duties as buyers of established stock.
If you really want to encourage new residential development, you must incentivise the investment markets.
This is very easy to do and was proven when Jeff Kennett took office in Victoria.  Step the amount of stamp duties payable on a new property transaction according to the stage of development.  No stamp duty being payable if a buyer buys off-plan; some stamp duty due if bought during construction and full stamp duty payable after completion.
What would help – extremely so – is removing GST for new property or making it payable on all property transactions.  The former would be much better than the latter.
We are reaping what we have sown.  First home buyers don’t need help.  Nor do investors for that matter.  They (both really) need to be encouraged to buy something new.  At least create an even playing field.
And again, get rid of the FHOG.
Michael Matusik is the founder of <a href="https://www.matusik.com.au/">Matusik Property Insights</a>, which has helped over 550 new residential projects come to fruition.  Read <a href="https://www.matusikmissive.com.au/">Michael’s Blog</a> or follow him on <a href="https://www.facebook.com/ThinkMatusik?fref=ts">Facebook</a> and <a target="_blank" href="https://www.twitter.com/michaelmatusik">Twitter</a> or connect via <a href="https://www.linkedin.com/in/michaelmatusik">LinkedIn</a>
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michaelmatusik-49YzLvdmNv

Get rid of the FHOG: Michael Matusik

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Following last week’s content I wanted to reinforce the importance of planning.
I am always keen to cover the entire project timeline and where <a href="https://www.propertyobserver.com.au/trends/defining-creative-content-in-project-marketing-peter-chittenden/2013042260626" target="_blank">creative content</a> plays its part.
While planning has to be flexible and may vary, if we cover the entire timeframe from the start then there is a far better chance that the required sales will result.
A good start is to aim for a robust marketing plan aligned to the resources available and an ongoing integrated communications should also include the creative content.
One clear focus that all we must address will be securing the critical number of sales required before a project starts construction or gains financial backing.
The rate of sales achieved will always be a critical measure of activity.
Finance, the rate of construction or civil works are all impacted and so an understanding of the project dynamics should help drive the creative message and marketing content.
Experience shows that the creative message will need to change in line with the different stages of the sales path.
During the progress of any development the creative message will be influenced by a variety of factors and there is always a need to keep the sales plan relevant and on target.
A well-managed sales path will be dynamic and the campaign content will reflect this. A solid sales path should anticipate how messages may need to change, but at other times an unexpected u-turn in market conditions will require a quick but measured response.
Varied stages of construction for example can be used as good news to generate new buyer interest. Some external factors are far less predictable, but they can still be used to drive sales and rejuvenate the creative message.
The how and what not the why
The creative process needs to make a positive, measured contribution and I have always thought that it is an area that should not be ‘micro-managed’ either by the developer or the sales team.
I also think that we can be caught up in the how and what of projects and so over look the why – that is why would a buyer look at this or that project.
Our buyers do after all already know the how to buy and what is on offer but we need the creative message to persuade then why.
So I do appreciate that while there is room for a collaborative approach if the creative resources are handicapped then the results will be compromised.
 
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From a general perspective, it is helpful to consider what the creative message needs to achieve, and not concentrate on housekeeping issues otherwise we can find ourselves playing catch-up. The aim should be to have some core objectives and while I am sure that most creative teams understand this here are some key points that I think are useful to keep in mind:
-       Cut through the clutter – with clear relevant and clever ideas.
-       Make a meaningful connection to the consumer.
-       One they will understand and want to respond to.
-       Build valuable content in the project web site.
-       Make the web site a resource not just a reflection of other material – repurposing material can look like lazy marketing.
-       With so much information on-line web sites need to add value other wise they just look like a shop window.
-       Match creative to the delivery channel both traditional and digital media and have an integrated content plan.
-       Create anticipation but do not over-reach the target and remember that there will usually be a need for ongoing communications.
-       Create an integrated experience so that all creative is leveraged to it maximum possible benefit.
-       Create a positive experience for everyone involved – this includes the sales team itself as well as the target.
-       Convince people to commit to the project.
-       Use incentives that work and do not diminish the core quality of the project.
-       Make a difference in the market.
-       Create a strong brand and desirable brand.
-       Do not under estimate the value of customer service – even after contracts are signed there is still a big job to do.
The creative role – why it’s important
It is impossible to avoid advertising. Across a wide and expanding choice of media options, advertising surrounds us from the moment we wake until we fall to sleep at night. The advertising space and the media in general are full of products and services fighting for our attention almost everywhere people move and thanks to smartphones and tables that now includes private spaces.
In reality there is now so much ‘noise’ in the market and all consumers now have so much information that some advertising is becoming invisible as consumers look elsewhere for the information and leads they need.
Property is just one product on offer and when it comes to the promotion of major projects a big part of the project marketing budget will be absorbed by the varied advertising options, this can account for 35%-45% or more of total marketing budget.
Given the level of noise in the market place and many of the points already outlined the role of creative, the content of our ‘storytelling’ will be critical. All advertising plays a central role in driving potential buyers to our product. It is also the public face of the project and so creates the brand in the hearts and minds of our target market and the wider community.
There will be ongoing comments between the need to balance product and brand, in particular brand as it relates to individual projects however given how transparent the market is brands are now more important than ever.
The creative messages, the look, tone, content and feel of creative material, will always be an area of debate. What one person sees as good or even great creative, will in another persons view be poor or irrelevant creative.
However this situation should not deter or diminish the creative role within the bounds of project marketing. Creative design is a part of the product promise and so has warranted this discussion.
Many people involved in the Project Marketing field, both clients and advertising/creative agencies will agree that great creative more often than not has its heart in a tight and well-developed brief and is one key part of the brand foundation.
Understanding what all stakeholders are looking to achieve, in the widest sense of the word will always improve the briefing process.
Peter Chittenden is managing director for residential of <a target="_blank" rel="nofollow" href="https://www.colliers.com.au/Colliers%20Corporate/Residential.aspx">Colliers International.</a>
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