Avant Townhomes is adding to Ivanhoe’s family-sized housing options with <a href="https://www.apartments.com.au/new-townhouses/three-82-ivanhoe-382-upper-heidelberg-road-ivanhoe-vic-3079">Three 82</a>, a collection of just 16 four-bedroom townhomes on Upper Heidelberg Road.

The <a href="https://www.apartments.com.au/developers/intrapac-property">Intrapac Property</a> townhome division has taken a contemporary approach to the traditional family home, pairing larger floorplans with the lower-maintenance format of a townhouse.

[smartcode_project:default project_id=152069 project_image_fid=374394]

Designed by <a href="https://www.apartments.com.au/architects/arcadia-studio">Arcadia</a>, with landscaping by Landsite, the homes feature generous open-plan living and dining areas that connect directly to outdoor spaces, with layouts also designed to maximise natural light and privacy.

Natural stone is used throughout the interiors, including in kitchens that pair stone surfaces with bespoke cabinetry, considered storage and SMEG appliances.

The four-bedroom layouts include built-in wardrobes and a main bedroom with its own ensuite, while family bathrooms service the additional bedrooms. Each home also includes a lock-up double garage and intercom entry.

[smartcode_project:default project_id=152069 project_image_fid=374399]

Energy efficiency has been incorporated into the design through solar panels, double glazing and reverse-cycle heating and cooling, with the homes targeting 7-star energy ratings.

Rather than incorporating extensive communal facilities, Three 82 has been conceived around private residential amenity, with the 16-home scale keeping the focus on individual homes and their own indoor and outdoor spaces.

The development is located at 382 Upper Heidelberg Road, around one kilometre from Ivanhoe Village's cafés and retail and a short drive from Eaglemont Station and Ivanhoe Station.

[smartcode_project:default project_id=152069 project_image_fid=374393]

Several of Ivanhoe's established schools are also nearby, including Ivanhoe Girls' Grammar and Ivanhoe Grammar School. The address also provides access to the suburb's parklands and the wider Yarra River corridor.

<a href="https://www.apartments.com.au/project-marketer/nelson-alexander">Nelson Alexander</a> has been appointed to handle sales.

Construction is underway and progressing well, with Three 82 currently tracking toward completion in Q2 2027.

[smartcode_project_cta:default project_id=152069]

Joel Robinson

Three 82 brings boutique four-bedroom townhome collection to Ivanhoe

Builder-developer&nbsp;<a href="https://www.apartments.com.au/developers/graya">Graya</a> has secured a prime Newstead site from fellow developer Fraser, subsequently lodging plans for The Silo, a major mixed-use residential project in Newstead designed around a new public laneway linking the James Street precinct with the wider Gasworks and Newstead neighbourhood.

Proposed for the corner of Chester and Morse streets, the <a href="https://www.apartments.com.au/architects/bureauproberts">Bureau^Proberts</a>-designed project places its strongest emphasis at ground level, where retail, landscaping and a new cobblestone pedestrian connection would open the site to the surrounding neighbourhood. The design team describes The Silo as “more than a residential building”, positioning the development as an extension of Newstead’s public realm rather than a standalone apartment tower.

“A new cobblestone laneway and landscaped connection between James Street and Gasworks unlock a missing pedestrian link, improving walkability and stitching together two of Brisbane’s significant urban destinations,” Bureau Proberts said in its Urban Design Report.

<img alt="First look: Graya plans The Silo as new pedestrian link between James Street and Gasworks" data-entity-type="file" data-entity-uuid="0ea1b06a-75f5-40a5-b2c5-33c97bc86052" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/silo%20bldg.png?VersionId=KmjsAtNePu57_B31EM_DJ5T6KPJHtcmo" />

The Silo is planned as a mixed-use development incorporating apartments alongside a bar and centre activities including food and drink outlets, indoor sport and recreation, office and retail uses.

Architecturally, Bureau Proberts has conceived the building as a collection of vertically expressed, stepping forms rather than a single uniform tower. The composition rises from an articulated podium before being broken by a triple-height landscaped recreation level, with the upper section becoming more compact before terminating in a landscaped rooftop garden.

The project's name and architectural language draw directly from Newstead's industrial history. Patterned off-form concrete is proposed as the principal façade material, complemented by slender metal rod balustrades and extensive planting. The cylindrical and vertically ribbed elements give the building its silo-like expression, while curved balconies and planted edges introduce a softer subtropical layer.

“The Silo reinterprets its robust forms, scale and materiality through a contemporary subtropical architectural expression, creating a building that acknowledges its industrial legacy, while responding to the way the precinct is occupied today,” Bureau^Proberts said.

The recreation level is one of the defining breaks in the tower. Plans include a lap pool, mature subtropical planting and shared resident facilities within an elevated communal garden. Landscaping continues through the podium and onto the rooftop, where a further garden forms what the architects describe as a “subtropical crown” to the building.

<img alt="First look: Graya plans The Silo as new pedestrian link between James Street and Gasworks" data-entity-type="file" data-entity-uuid="f8451036-35a4-49a9-8d88-2ef4438eba3d" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Silo%20Lane.png?VersionId=h8N31_rYmCEqoNrpt4kbYVQhJGZn60LH" />

At street level, the development has been designed to establish a more permeable block. Retail and hospitality tenancies address the public realm, while landscaped pedestrian spaces lead into the new laneway connection. Renders in the design report show the proposed “Silo Lane” as a substantial opening through the podium, framed by cylindrical concrete forms with cascading planting above.

The Silo continues Graya's move into larger apartment developments after building its reputation across high-end residential projects in Brisbane and the Gold Coast.

Graya buys Frasers Newstead site, plans The Silo between James Street and Gasworks precincts

<a href="https://www.apartments.com.au/developers/wickton">Wickton</a>’s completed Linacre Rise development in Hampton is giving Bayside downsizers the opportunity to move into a spacious apartment near the beach, with the developer covering stamp duty for a limited time.

The 27-residence development has been designed for buyers who want to simplify their living arrangements without giving up the space, warmth and quality associated with a long-term family home. Most apartments have already been secured by Bayside locals, leaving a select collection of two and three-bedroom residences and penthouses available.

Two-bedroom apartments are priced from $1.275 million, three-bedroom residences from $2.25 million and penthouses from $3.375 million, with the completed homes available to inspect and move into now.

[smartcode_project:default project_id=95289 project_image_fid=366760]

<a href="https://www.apartments.com.au/buildings/linacre-rise-hampton-8-10-linacre-road-hampton-vic-3188">Linacre Rise</a> occupies an elevated position on one of <a href="https://www.apartments.com.au/developments/hampton-vic-3188">Hampton</a>’s quiet, tree-lined streets, around 250 metres from the bay and 500 metres from Hampton’s village centre. Its setting gives residents access to the beach, local cafés, shops and Hampton Train Station while retaining the feel of an established residential neighbourhood.

Architecture and interiors by <a href="https://www.apartments.com.au/architects/ewert-leaf">Ewert Leaf</a> draw on the warmth and permanence of traditional brickwork, with the building integrated into terraced landscaping by <a href="https://www.apartments.com.au/landscape-architect/john-patrick-landscape-architects">John Patrick</a>. Ground-floor apartments are elevated above the street and include private garden courtyards, while several upper-level residences have generous balconies and outlooks toward the bay.

Inside, the residences favour natural materials and generous proportions. Herringbone-pattern European oak flooring, natural stone benchtops, premium joinery and Swiss V-ZUG appliances are among the key inclusions, while integrated storage has been incorporated across kitchens, bathrooms, studies and living areas.

The kitchens have been planned as practical spaces for both everyday use and entertaining, with substantial island benches, detailed cabinetry and adjoining dining and living zones. Full-height wardrobes, plush bedroom carpeting and carefully considered lighting reinforce the residential character Wickton sought to retain for buyers moving from larger homes.

[smartcode_project:default project_id=95289 project_image_fid=366769]

A Linacre Rise purchaser said the completed apartment had delivered the space, outlook and construction quality they had been seeking.

“The unit is very light, has views to die for over the bay, all construction materials and fittings are premium quality, we have secure parking for three cars, EV charging at very competitive rates, the neighbours are friendly and there is just a lovely ambiance about the place,” the purchaser said.

Environmental features include solar panels, shared electric vehicle charging stations, rainwater harvesting for toilet flushing and landscape irrigation, double-glazed windows and water-efficient fixtures and appliances.

[smartcode_project:default project_id=95289 project_image_fid=366762]

The development was built by Balmain &amp; Co, with Wickton managing the broader development process through its in-house team.

For downsizers, the project’s completed status removes much of the uncertainty associated with buying off the plan. Purchasers can inspect the finished apartments, understand their outlook and proportions, and move in without waiting for construction to conclude.

The remaining selection includes north-oriented balconies, corner configurations and penthouses with elevated bay views. The developer-paid stamp duty initiative is available for a limited time, with potential savings of up to $200,000 depending on the residence purchased.

[smartcode_project_cta:default project_id=95289]

Limited-time stamp duty offer at completed Linacre Rise apartments in Hampton

Luxury apartment buyers have long prioritised design, space and finishes, but increasingly they're placing equal importance on something less tangible: how easily they can live without relying on a car.

At <a>Richmond Square</a>, <a href="https://www.apartments.com.au/developers/fortis">Fortis</a> believes that convenience begins beyond the apartment itself, with the mixed-use precinct earning a near-perfect Walk Score of 99.

The development has been planned around the idea that some of the most valuable amenities aren't contained within a building, they're the restaurants, cafés, parks, transport connections and daily conveniences that can all be reached on foot.

Located just behind Swan Street and Church Street, <a href="https://www.apartments.com.au/new-apartments/richmond-square-1-wiltshire-street-richmond-vic-3121">Richmond Square</a> places residents within one of Melbo​u​rne's most established lifestyle precincts while offering a quieter residential setting removed from the busiest thoroughfares. East Richmond Station is moments away, trams run along both Swan and Church Streets, and the MCG, Melb​​ourne Park, Yarra River trails and the CBD are all within walking distance. At the same time, the precinct itself will introduce a curated mix of dining, retail, hospitality and wellness offerings, creating a destination that extends well beyond its residential buildings.

[smartcode_project:default project_id=13181 project_image_fid=348530]

For Fortis, that combination of location and scale was what made the site unique.

"<a href="https://www.apartments.com.au/developments/richmond-vic-3121">Richmond</a> is one of Melb​o​urne's most established and distinctive inner-city neighbourhoods, with a rare combination of dining, culture, recreation, public transport and proximity to the CBD," the developer said.

"The opportunity at Wiltshire Street was particularly compelling because the site sits slightly removed from the activity of Swan and Church Streets while remaining only moments from everything that makes the area desirable."

Rather than developing a standalone apartment building, Fortis consolidated 15 individual properties to create one of the larger development parcels assembled on Mel​b​ourne's city fringe in recent years. That allowed the team to deliver a genuine mixed-use precinct comprising 107 residences across Wiltshire House and Carmine House, premium office space, hospitality venues, retail, wellness offerings and a future 57-room hotel.

"The scale of the site allowed Fortis to think beyond a standalone apartment building," the developer said.

"Richmond Square could be planned as a complete lifestyle precinct, bringing homes, workplaces, dining, retail, hospitality and wellness together around a series of activated public spaces. The aim was to create a destination that feels connected to Richmond rather than separate from it."

[smartcode_project:default project_id=13181 project_image_fid=348533]

The emphasis on walkability has also resonated with buyers.

Interest has been strongest from established owner-occupiers, particularly downsizers from Richmond and Melb​ourne's inner east who want to remain close to familiar restaurants, workplaces, family and social networks while moving into a more secure, lower-maintenance home. The project is also attracting Mornington Peninsula and interstate buyers seeking a Melb​ourne residence they can lock up and leave between visits.

Many are looking for generous living spaces, room to entertain, quality finishes and confidence in the project team, but location remains one of the biggest deciding factors.

"For many buyers, Richmond Square provides a way to simplify the practical side of home ownership without reducing the quality of their lifestyle," the sales team said.

"Location is also a major driver of interest. Buyers can remain connected to the CBD, major sporting events, the arts centres, local restaurants, cafes and bars and their family while living in a private and secure residence that is easy to lock up and leave for weekends or longer periods away."

[smartcode_project:default project_id=13181 project_image_fid=348549]

The residences themselves have been designed with that buyer in mind. Award-winning architecture practice SJB and interior designers Hecker Guthrie have created spacious two and three-bedroom apartments and penthouses that prioritise generous living areas, natural light, bespoke joinery and private terraces. Above, a rooftop sanctuary by Acre includes landscaped lawns, bookable dining rooms, barbecue facilities, wellness spaces and panoramic views across the CBD, the MCG and Port Phillip Bay.

Fortis believes Richmond Square reflects a broader evolution in apartment living, where the surrounding neighbourhood becomes just as important as the residence itself.

"Richmond Square introduces a different proposition: generously proportioned residences within a genuinely mixed-use, hospitality-led destination," the developer said.

"The project's location and Walk Score of 99 further support a lifestyle where residents can complete many everyday journeys without relying on a car."

Fortis has assembled an experienced team that includes <a href="https://www.apartments.com.au/architects/sjb-architects">SJB</a>, <a href="https://www.apartments.com.au/interior-designers/hecker-guthrie">Hecker Guthrie</a>, <a href="https://www.apartments.com.au/landscape-architect/acre">Acre</a> and builder <a href="https://www.apartments.com.au/builders/hacer-group">Hacer Group</a>, reflecting the developer's commitment to creating projects with enduring design quality and meaningful connections to the communities in which they sit.&nbsp;

Richmond Square is an expression of that philosophy, bringing together homes, workplaces, hospitality and wellness within one of Me​lb​ourne's most walkable neighbourhoods.&nbsp;

Construction is now almost complete, providing purchasers with growing confidence ahead of its expected September 2026 completion.

[smartcode_project_cta:default project_id=13181]

Walk Score of 99 places Richmond Square at the heart of Melbourne's most connected lifestyle

<h3 data-end="19" data-section-id="1dvgwoe" data-start="0">Summary</h3>

<ul data-end="634" data-start="21">
	<li data-end="170" data-section-id="1o77v31" data-start="21">Walker Corporation has lodged plans for a second major residential development in the Maroochydore City Centre, a 29-storey tower known as Celeste.</li>
	<li data-end="327" data-section-id="1lb0y6t" data-start="171">The Plus Studio-designed proposal at Lot 30 Sunshine Coast Parade would deliver 208 apartments, including four four-bedroom sub-penthouses and penthouses.</li>
	<li data-end="487" data-section-id="za720" data-start="328">The application comes as Walker doubles down on Maroochydore following the strong sales campaign at SOL by Walker, where the first tower is nearing sell-out.</li>
	<li data-end="634" data-section-id="5sovec" data-start="488">Walker is a key partner in the transformation of the Maroochydore City Centre, which is expected to ultimately deliver at least 4,000 new homes.</li>
</ul>

Walker Corporation is doubling down on Maroochydore following the successful sales campaign at its first residential project in the emerging CBD.

The national developer has filed plans for <a href="https://www.apartments.com.au/new-apartments/celeste-30-sunshine-coast-parade-maroochydore-qld-4558">Celeste</a>, a new 29-storey apartment tower at Lot 30 Sunshine Coast Parade, just metres from its under-construction SOL by Walker development.

The plans, prepared by Plus Studio, would see 208 apartments delivered across a 100-metre tower on the 2,376 sqm site, which fronts Sunshine Coast Parade, First Avenue and Future Way within the Maroochydore Priority Development Area.

<img alt="Walker" data-entity-type="file" data-entity-uuid="17038209-6fea-4ed2-855d-fd4df65b3d02" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-08-10%20at%2010.24.16%E2%80%AFAM.png?VersionId=iZD.oVXcQn.aLpUytDAW.CWjxP4puWMy" />

The proposed apartment mix comprises 36 one-bedroom apartments, 48 two-bedroom apartments, 72 two-bedroom apartments with an additional multipurpose space, and 48 three-bedroom apartments.

The upper levels would be capped by two four-bedroom sub-penthouses and two four-bedroom penthouses, taking the total apartment count to 208. The preliminary yield study also provides 262 car spaces, 114 resident bicycle spaces and storage for each apartment.

It represents Walker's next major residential move in the new Maroochydore CBD after the success of SOL by Walker, its $220 million two-tower project nearby.

SOL launched to market in early 2025 and has since seen strong demand, particularly from local owner-occupiers. By February this year, Walker said the first SOL tower was nearing sell-out, with a strong waitlist also emerging for its recently released penthouse collection.

Construction is already underway on SOL, with the first tower expected to be completed in late 2027 and the second to follow in early 2028.

[smartcode_project:default project_id=147777 project_image_fid=319846]

<h2 data-end="2518" data-section-id="1b2dyo5" data-start="2459">Celeste to rise 100 metres over Maroochydore City Centre</h2>

Celeste would take a different form to the twin 19-storey buildings at SOL.

Plus Studio has designed a single 100-metre tower above an activated podium, with the architecture responding to the site's prominent position and three street frontages.

The podium would incorporate commercial tenancies and public art, with sweeping façade elements wrapping the street edges. The scalloped concrete podium has been inspired by the patterns created in sand at low tide, while extensive landscaping would continue vertically through the tower.

The ground level plans show three commercial tenancies addressing Sunshine Coast Parade alongside the residential lobby and landscaped public realm. The podium would then accommodate several levels of car parking before the residential tower rises above.

<img alt="Celeste" data-entity-type="file" data-entity-uuid="121f77b1-71c5-46d7-9b36-0a7d474211ca" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-08-10%20at%2010.24.47%E2%80%AFAM.png?VersionId=MGrg9Hb7HgzLN0Lelq_xrXNAruVl77ia" />

Plus Studio said the tower had been designed to maximise views from each apartment, taking in the Maroochy River, Sunshine Coast hinterland, Cotton Tree and Maroochydore Beach and ocean.

Those views have also shaped one of the project's key features, with Walker proposing to put the primary resident amenity on Level 29 rather than lower within the building.

The rooftop would feature a 284.9 sqm pool area with an infinity edge, along with a cold pool, spa, sauna, 93.2 sqm gym, sunset lounge, BBQ and dining areas, pool deck and private dining space. Cabanas and day beds are also shown across the recreation level.

The two penthouses would extend across the upper levels and each feature private terraces and plunge pools.

<h2 data-end="4202" data-section-id="v5f4ix" data-start="4160">Walker's growing Maroochydore footprint</h2>

Celeste further reinforces Walker's commitment to the transformation of Maroochydore City Centre.

Walker is one of the key partners delivering the new CBD alongside Sunshine Coast Council and SunCentral Maroochydore, with the broader 62-hectare Priority Development Area occupying the former Horton Park Golf Course and surrounding land.

The precinct is ultimately expected to accommodate at least 4,000 new homes as Maroochydore evolves into the Sunshine Coast's principal commercial and residential centre.

When SOL secured approval in February 2025, Walker Managing Director and CEO David Gallant described it as the "first of many residential projects" the company planned for the Maroochydore City Centre.

Celeste now provides the clearest indication yet of what comes next.

The site sits immediately within the new CBD, with the design report identifying Sunshine Plaza and surrounding parkland within walking distance and Maroochydore Beach around a five-minute drive away.

For Walker, the timing of the application comes as its first residential bet on the new CBD appears to have been vindicated.

SOL has progressed from planning approval to construction while its first release has approached sell-out, giving Walker confidence to push ahead with another 208 apartments and take its residential pipeline in the Maroochydore City Centre to around 450 dwellings across the two projects.

Celeste remains subject to planning approval, with the architectural material describing the scheme as a preliminary yield study that may change through the assessment process.

Walker doubles down on Maroochydore with 29-storey Celeste apartment tower

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?

For most Australians, buying an apartment is one of the biggest financial decisions they'll ever make

The location, floorplan and price are often the first considerations, but in recent years another question has become increasingly important: who is actually delivering the project?

A series of high-profile builder collapses, construction delays and defect concerns have fundamentally changed how many Victorians approach buying off the plan. The collapse of Porter Davis in 2023, which reportedly left around 1,700 homes unfinished, became one of the most visible examples of the risks that can emerge when a construction company fails. <a href="https://www.equifax.com.au/sites/default/files/lpassets/pdf/Final-Business-Market-Pulse-June-Sector-Deep-Dive-Report-2.pdf">Similar challenges across the broader construction sector</a> have left buyers asking more questions before signing a contract.

As Victoria continues encouraging higher-density housing to address supply shortages, transparency is becoming just as important as location or price.

One tool increasingly entering the conversation is the <a href="https://icirt.com/">Independent Construction Industry Rating Tool (iCIRT)</a>, an independent assessment framework designed to help buyers better understand the developer or builder behind a project. Originally developed by Equifax in consultation with government and industry as part of NSW's Construct NSW reforms, the system has since expanded nationally.

<h2 data-end="1519" data-section-id="7nmx3" data-start="1492">What is an iCIRT rating?</h2>

Most Australians are familiar with independent ratings in everyday life.

We compare ANCAP safety ratings before buying a car. We look at Health Star Ratings in supermarkets. Banks rely on credit assessments when lending money.

Until recently, however, there has been very little independent information available to help apartment buyers assess the business responsible for delivering a residential project.

That gap is what iCIRT was designed to address.

Builders, developers and other construction professionals with an iCIRT rating have demonstrated high-trust characteristics through an independent, evidence-based assessment across six criteria: Character, Capability, Conduct, Capacity, Capital and Counterparties. This involves a rigorous review of financial health, past project track record, and ethical conduct. Crucially, an iCIRT rating could help provide property buyers with confidence that they are working with a professional who has demonstrated the capability, capacity, and willingness to return and rectify issues.

Importantly, iCIRT is not a recommendation to purchase a particular property, nor is it a traditional credit rating. It is an independent assessment framework designed to provide objective information about a construction business using a <a href="https://icirt.com/sites/default/files/2025-08/iCIRT-Methodology-Issue1-May-2021.pdf">published methodology</a>.

The system has been widely adopted in New South Wales, where more than one-third of medium and large residential builders and developers now hold an iCIRT rating, representing over two-thirds of the state's residential building market by value as of 2025/26.

<h2 data-end="3126" data-section-id="h6ohtj" data-start="3084">Why buyers are doing more due diligence</h2>

For many buyers, particularly those purchasing off the plan, the biggest risk isn't whether they'll like the kitchen finishes.

It's whether the project will be delivered on time, to the expected quality, and by a company capable of completing the development.

<a href="https://icirt.com/sites/default/files/2026-07/iCIRT%202025%20Consumer%20Survey%20Report%20v05.pdf">Consumer research commissioned by iCIRT</a> found more than half of respondents believed current protections do not adequately safeguard buyers from builder insolvencies or defective projects. Other research found 88 per cent of prospective buyers would seek independent ratings or due diligence before purchasing, while 90 per cent said trust in construction professionals is essential.

That doesn't mean buyers should rely on a single rating alone.

Independent legal advice, understanding the contract, and seeking financial advice all remain important parts of the due diligence process.

However, an independent assessment can provide another source of information alongside those traditional checks.

<h2 data-end="4138" data-section-id="pquzxc" data-start="4094">Trust is becoming a competitive advantage</h2>

The conversation isn't only changing for buyers.

Developers are also recognising that trust has become an increasingly important part of the sales process.

Five years ago, purchasers typically asked about floorplans, finishes and settlement dates.

Today, sales teams are increasingly being asked about the developer's experience, financial stability, previous projects and construction partners.

For companies with strong governance and established delivery records, an independent iCIRT rating provides another way to demonstrate those credentials before buyers even visit a display suite.

According to Equifax, the assessment can also help businesses drive sales and <a href="https://icirt.com/resources-for-business/icirt-rating-helps-scion-secure-high-value-projects">secure high-value projects</a>, as well as identify operational improvements and <a href="https://icirt.com/resources-for-business/mirvac-reinforces-brand-trust-and-quality-independent-icirt-rating">attract top talent</a>.

<h2 data-end="4962" data-section-id="1j54ng5" data-start="4912">Beyond buyers: lenders are paying attention too</h2>

The influence of independent construction ratings is also extending beyond consumers.

According to Stamford Capital's Real Estate Debt Capital Markets Survey, an increasing number of lenders now incorporate iCIRT ratings into their due diligence processes when assessing residential development finance applications.

The survey found lender adoption has continued to rise, with many respondents saying independent assessments provide additional insight into governance, counterparties and delivery capability beyond traditional financial analysis. Some lenders also reported declining funding applications where businesses had poor or no ratings.

As construction costs remain elevated and access to development finance becomes more selective, demonstrating credibility is becoming increasingly valuable.

<h2 data-end="5801" data-section-id="1qazuxs" data-start="5772">What it means for Victoria</h2>

Victoria's apartment market is entering a new phase.

The state is seeking to accelerate higher-density housing while simultaneously introducing reforms aimed at improving confidence in residential construction.

For buyers, that means there are more tools available than ever before to research the businesses behind a project.

For developers, it signals that transparency is becoming another point of differentiation in an increasingly competitive market.

Buyers are asking more questions than ever before and increasingly expecting independent information, not just marketing material, before making one of the biggest financial commitments of their lives.

Find out how to get iCIRT rated <a href="https://www.icirt.com/sites/default/files/2025-08/iCIRT-Infographic-Assessment-Process-Final.pdf">here</a>.

<hr data-end="6469" data-start="6466" />
The information contained in this article is general in nature and does not constitute personal, financial, legal or tax advice. It does not take into account your personal objectives, financial situation or needs. Therefore, you should consider whether the information is appropriate to your circumstances before acting on it and, where appropriate, seek independent professional advice.

This article contains links to third-party websites. These links are provided for convenience only. Equifax Australia does not control and is not responsible for the content, accuracy or privacy practices of external sites.

Copyright © 2026 Equifax Australia Information Services and Solutions Pty Ltd. All rights reserved.

Buying off-the-plan in Melbourne? How independent iCIRT ratings are set to change Victorian property

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Capital city property markets have recorded their strongest gain in more than 2 ½ years, rising 1.4% over September led by a 2.4% gain in Adelaide, with strong support from Perth, Sydney and Melbourne.
The result was the largest month-on-month rise recorded since March 2010 and means that capital city dwelling values are now 0.8% higher over the first nine months of 2012, with a median dwelling price of $450,500.
Five of the eight capital cities are now in the black for the first nine months of the year, led by Darwin, up 6.3%, with Sydney dwelling prices up 3.4%.  Melbourne dwelling prices are down 1.2% for the year.
Click to enlarge
<a title="Click to enlarge" rel="shadowbox" href="/images/stories/2012/09/rpoct21.gif"><img src="/images/stories/2012/09/rpoct21thumb.gif"></a>
Source: <a href="https://www.myrp.com.au/" target="_blank">RP Data</a>
The September gain followed capital city property markets recording no gain in traditionally quiet August, following a 1% gain in June and 0.6% rise in July.
RP Data research director Tim Lawless told Property Observer he expected a continued recovery in prices over the next few months, but not at the magnitude of the September gain.
“It’s a pretty big number (1.4%) and it was quite a surprise – but we are tipping more moderate growth in capital values with the market remaining in the black.”
Lawless highlighted the fact that there had now been four straight months where the property market has avoided a decline.
 
<hr class="system-pagebreak">
 
He said the property market was also showing more appeal for investors, with rents rising faster than capital values, while renters were also starting to "do the sums" and considering buying.
Lawless says Perth has the best property market fundamentals going forward, with rents growing at double-digit rates and a “burgeoning level of confidence, despite tremors in the resources sector”.
Lawless said the Sydney market also had strong fundamentals, while Melbourne “continues to surprise”, with prices up 4% since bottoming out in May.
“Melbourne is looking like a pretty reasonable market.”
Lawless labelled the Adelaide results also something of a surprise given the recent announcement regarding BHP’s decision not to go ahead with the Olympic Dam mining expansion project suggesting a more resilient than expected housing market.
He said the improving market conditions could mostly be tied back to the low interest rates currently in place.
“It’s no coincidence that housing market conditions bottomed out at the end of May, after the Reserve Bank cut the official cash rate by 50 basis points.
“A further cut of 25 basis points in June and the anticipation of further rate cuts in the pipeline appear to have instilled renewed confidence in the housing market which has driven the growth in home values,” Lawless said.
However, he said he expected the RBA to leave rates on hold at its October meeting, though it would be a close call.
“This renewed strength in the housing market is likely to be one of the key deliberation points when the Reserve Bank meets today.
“The Bank will want to keep a lid on housing prices from a financial stability perspective, while at the same time ensure interest rates are low enough considering the decline in commodity prices and Australia’s terms of trade.”
Lawless said other factors supportive of a housing market recovery are auction clearance rates tracking about 10 percentage points higher than what they were last year, capital city listings now lower than at the same time last year and vendors discounting their asking prices by a lesser amount.
 
<hr class="system-pagebreak">
 
Adelaide recorded a gain in both its detached house and unit prices over September.
House prices rose 2.4% to a median of $385,000 while unit prices were up 1.9% to a median of $315,000.
The second best performer over September was Perth, with capital values up 1.6% to a median of $450,000.
This gain was mainly the result of Perth units, which was the est performing market in September across both houses and units was the Perth unit, with median prices up 4% to a median of $380,000.
Perth house prices were up by a more subdued 1.4% to a median of $467,000.
Sydney dwelling prices gained 1.5% in September to a median of $522,000 with Melbourne just behind with a 1.4% gain to a median of $470,000.
Sydney gained ground on the back of 1.9% rise in house prices ($587,000) with unit prices treading water, down 0.1% to a median of $470,000.
It was a similar story in Melbourne, with stronger gains in house prices (up 1.5% to median of $507,750) and smaller rise in unit prices (up 0.6%) to median of $417,500).
Brisbane managed dwelling price capital growth of 1.1% over September ($427,500).
The smaller capital city markets of Darwin (-2%), Canberra (-0.6%) and Hobart (-0.2%) all lost ground in September.
Darwin remains an investor hotspot returning the highest rental yields of all the capital cities for both houses (gross rental yield of 6%) units (6%).
Melbourne is delivering the weakest returns to investors with houses yielding a 3.6% and units, 4.3%.
Click to enlarge
<a title="Click to enlarge" rel="shadowbox" href="/images/stories/2012/09/rpoct22.gif"><img src="/images/stories/2012/09/rpoct22thumb.gif"></a>
Source: <a target="_blank" href="https://www.myrp.com.au/">RP Data</a>
On a quarterly basis, capital city dwelling values recorded a 2.0% capital gain, which is the highest quarterly result since the three-month period ending May 2010.
Rismark International CEO Ben Skilbeck noted that the recovery in the housing market “is broad based and not simply attributable to a seasonal spring uptick”.
“Over the four months from end May to end September actual Australian capital city house values have increased by 3.4%.
“If we adjust this to take into account seasonality, the increase is still a strong 2.9% which represents an annualised pace of 9% per annum.”
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‘Surprise’ 1.4% rise in capital city dwelling values highest in 30 months but moderate growth ahead: RP Data-Rismark

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It's always wise to have a sales brochure handy!
Iwan Sunito, the Crown Group property developer chief, while in New York recently was able to present Indonesian President Susilo Bambang Yudhoyono with a glossy brochure for V by Crown, his Parramatta resort-style hotel, residential, retail and office complex, which is due for completion in 2014. 
Sunito attended a New York gala dinner, with the Indonesian president later describing the speech  as "very impressive."  As for New York, he tweeted "NY is Global and Epic ! A unit facing central park can be sold up to $100 Million. I mean one unit and not one building ! Lol"
<div class="context"></div>
Crown's V by Crown $300 million “vertical village” was officially launched in June.
 
<a href="https://twitter.com/Crown_Group" target="_blank"><img src="/images/stories/2012/09/crowntweet.jpg"></a>
The V by Crown project on Macquarie Street has been selling for the past few months, with construction of the 27-storey tower – set to be Parramatta’s tallest building – beginning in April. The V project features 50 studios (from 40 square metres) priced from $350,000; 70 one-bed-plus-study apartments (from 50 square metres) from $399,000; 260 two-bedroom apartments, which include two studies, (from 80 square metres) from $500,000; and 50 three-bedroom units (from 100 square metres) from $600,000.
<a href="https://www.propertyobserver.com.au/developments/stamp-duty-handout-expiry-helps-sell-out-first-stage-of-v-development-in-parramatta/2012061855159" target="_blank">The tower </a>was designed by architects Allen Jack + Cottier, with interior spaces designed by Japanese/Australian architect Koichi Takada. 
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Crown Group boss Iwan Sunito finds it's handy to have a brochure when meeting world leaders: Tweet of the day

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Investors continue to focus attention on Gladstone, arguably the number-one boom town in the nation. I get asked lots of questions about the wisdom of buying there. 
The problem? The optimum time to buy there was two years ago. If you buy now, you’re paying for someone else’s capital gains. 
The question I get asked – about Gladstone and other growth centres – is this: why didn’t I know about this place in 2010? 
The answer: because you didn’t know what to look for, nor where to find it. 
Gladstone’s capital growth over the past two years was a no-brainer for anyone with the habit of acquiring pertinent information. 
This is something all wannabe investors should do, but few know how to start and even fewer are willing to spend time and money. 
Therein lies the answer to another question: why do so few attain their goals as investors? 
Many want a shortcut to the next growth area. They want the inside information but aren’t willing to get any dirt under their fingernails. 
People with that mentality are in the wrong business. They have a bleak future as property investors.
The alternative to paying for good information is hard work. If you don’t want to pay for market intelligence, you have to acquire it at the expense of your own time. 
The good news is that all the information you could ever need is out there. Anyone with internet access can find it. 
The bad news is you have know where to look and you have to be willing to spend time. 
 
<hr class="system-pagebreak">
Most look in the wrong places. They read metropolitan newspapers with articles written primarily by non-experts with a focus on the wrong issues. 
Newspapers love printing lists of suburbs and towns which have shown the highest growth in median prices in the past 12 months – and misrepresent the figures as growth in property values, which they very often are not. 
For investors seeking the best places to buy, this is worthless information. At best, it tells you where you should have bought a year ago. For the purposes of this discussion I’ll overlook the many vagaries and anomalies inherent in median prices or alternative methodologies, which often lead to misinformation that sends investors down false trails. 
Investors need to seek out information sources that tell them about more relevant things than median price trends. Like where the new roads and rail links are being built, where new businesses are being generated, where mines and factories and power plants are being created. It’s all about infrastructure and jobs, which translate in short time into demand for real estate. 
Intelligent use of the internet makes it relatively easy, but it requires discipline. If you’re serious about property investment, you have to commit some time every day. 
Accumulate information. Gather knowledge. Learn which locations have growth economies. Notice which areas have proactive councils. Be among the first to know about new developments. Pick up on places set to benefit from new infrastructure. 
Gladstone, which has a massive future as an industrial muscle city, will continue to deliver growth for property buyers. But investors should be hunting for locations that look the way Gladstone did five years ago, before it started building three liquefied natural gas processing facilities. 
They won’t find them unless they develop the habit of gathering intelligence.
Terry Ryder is the founder of <a href="https://www.hotspotting.com.au/" rel="nofollow" target="_blank">hotspotting.com.au</a> and can be <a href="https://www.twitter.com/hotspotting" rel="nofollow" target="_blank">followed on Twitter</a>.
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How property investors can find the next Gladstone: Terry Ryder

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The national weighted auction clearance rate was recorded at 52.5% last week, down from 56.5% the week prior. Auction volumes were subdued over the week, with 741 capital city auctions taking place, compared with 1,733 the week prior. At the same time last year, there were 643 auctions held across the capital city markets with a clearance rate of 39.5 per cent.
The traditionally subdued weekend of auctions, due to both the AFL and NRL grand final being held, brought auction volumes in Melbourne, Australia’s largest auction market, down from from 754 auctions the week prior to just 55 auctions last week. Clearance rates in Melbourne increased on the low volume to 77.8% last week, compared with 6% the previous week and 46.7% over the same week last year.
In Sydney last week, auction volumes were down from 671 the week prior to 489, while the auction clearance rate fell slightly from 59.2% to 58.7%. At the same time last year, over the 319 Sydney auctions, the auction clearance rate was recorded at 44.4%.
Click to enlarge
<a href="/images/stories/2012/09/rpoct2.gif" rel="shadowbox" title="Click to enlarge"><img src="/images/stories/2012/09/rpoct2thumb.gif"></a>
Source: <a target="_blank" href="https://www.myrp.com.au/">RP Data</a>
What do you think will happen in the spring property market? <a target="_blank" href="http://propertyobserver.com.au/ebooks/the-spring-property-outlook-survey">Complete our five-minute spring property outlook survey</a> for your chance to win an iPhone 5.
And for more on the spring property market, download our free eBook <a target="_blank" href="http://propertyobserver.com.au/ebooks/free-ebook-auction-or-private-treaty-plus-9-spring-2012-selling-tips">Auction vs. Private Treaty Plus 9 Spring 2012 Selling Tip</a>s
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Big two capital cities set for 500-plus auctions this week: RP Data

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Woolworths is continuing with its preparations to offload up to 70 shopping centres its own worth around $1.5 billion.
The group is believed to be favouring setting up an independent listed property fund (A-REIT) that would hold the assets, according to a report in the Australian Financial Review.
Woolworths is being advised by Citi with plans to raise more than $400 million for the fund, which would also allow Woolworths to make strategic property acquisitions into the fund in the future.
The proposal has the backing of analysts and fund managers.
Commonwealth Bank analyst Andrew McLennan said that the “rising amount of property on Woolworths’ balance sheet was constraining cashflows that could otherwise go to capital management”.
McLennan added that he expected Woolworths to come up with structures that ensure the spin-off went smoothly.
Brett McNeill, investment manager at Antares Equities, said if the fund had good governance practices and was structured well, there was no reason why it couldn’t trade well.
According to the AFR, there is excitement among some fund managers about the idea of a Woolworths property fund, which would be seen as one of the “first high-quality offers for some years after some smaller industrial and office plays”.
Woolworths has already sold off some of its shopping centres in recent times.
In July last year, eight neighbourhood and sub-regional retail shopping centres were sold to  a 50/50 joint venture entity owned by Charter Hall Retail REIT and Telstra Super for $266 million.
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Woolworths considering spinning off property holdings into A-REIT

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Residential property developer Peet expects “conditions” in the residential property market to remain “volatile and challenging" into 2013 with business and consumer confidence remaining low despite the series of rate cuts in the previous financial year.
However, Peet managing director and CEO Brendan Gore did note in the company’s annual report that “positive signs” have emerged in the Western Australian property market in the first months of the year.
And he said there are also plans to accelerate development of Peet's Vantage master-planned residential community in Gladstone, the mining hotspot 550 kilometres north of Brisbane.
However, the overall tone of the annual report was one of a challenging year ahead for Peet and others operating in the residential development sector.
“The 2012 financial year delivered some of the most challenging conditions experienced in almost 20 years and there is little expectation that markets will improve significantly in the 2013 financial year,” said Gore.
“The series of interest rate cuts in 2012 has not had the desired effect to date and consumer and business confidence remains low."
He did add that the long-term fundamentals of the Australian property market – including population growth, an under-supply of housing and a tight rental market – “remain conducive to an improving market.
“However, the catalyst for household confidence, which will underpin improved demand in the residential property market activity, is yet to be found.”
Gore says Peet would be well prepared to "respond quickly and effectively to any improvement in consumer sentiment and the residential market".
“However, given the ongoing uncertainty in Australia, and until the timing and strength of the expected recovery is confirmed, the directors are unable to provide guidance on 2013 operating earnings with any degree of certainty."
Peet recorded a net operating profit after tax of $20.3 million for the year to June 30 and statutory net profit after tax for the full year of $5.4 million, representing a decrease of 76% compared to the previous corresponding period.
Shareholders did not receive dividend payment.
Peet chairman Tony Lennon said he appreciated this would be disappointing for investors, but said he trusted investors “have confidence in our ongoing dividend payment policy and the validity of the reasoning behind the decision taken”
Lennon said the year ahead would be a period of consolidation for Peet.
“We are operating in exceptional times where, despite the relative wealth of our own nation, we are heavily impacted by the global economy and consumer and business confidence has been low over a sustained period of time.
“This time last year, it was the crisis befalling some European economies and concern about the United States’ debt ceiling issue. This year, the slowing of the Chinese economy and falling commodity prices are also having significant flow-on effects in Australia and consumer and business sentiment remains cautious.
But he said the company was well positioned with “quality assets in good locations around Australia”.
“We have managed through a number of cycles and will continue to maintain the rigour required during the current market conditions, while positioning the company to capitalise on any upturn in consumer sentiment.”
Peet’s biggest residential project is Flagstone City, 45 minutes south-west of Brisbane in Jimboomba, which has a gross development value of $1.87 billion and is due to begin in 2013. It features 1,500 lots and is proceeding as scheduled.
In total Peet has a lot pipeline of 34,600 worth $6.2 billion.
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No property market recovery in 2013, but some early positive signs in WA: Peet

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The self-appointed "shadow" RBA board favours the Reserve Bank leaving the cash rate on hold today at 3.5% but expects a rate cut in the medium term.
The board is comprised of economists and academics that meet under the banner of the Centre for Applied Macroeconomic Analysis (CAMA) at Australia National University.
Keeping the interest rate unchanged at 3.5% received nearly 60% weight, considerably above the next most popular setting — a decrease to 3.25% — which received a 30% weight.
For the RBA's September decision, keeping the interest rate unchanged at 3.5% received around a 65% weight from the shadow board.
In October, the shadow board saw evidence of weakening inflationary pressures and a risk that the current cash rate should be lower.
"The corresponding figures for September suggested both more upside risk and less downside risk to inflation. With some evidence that inflationary pressures will continue to abate in the coming months, there is greater scope for lower rates in the medium term. Support for a decrease in the cash rate over the next six months was just over 50%.
“Support for a decrease in the cash rate over the next six months was just over 50%," said the shadow board.
Shadow board member Saul Eslake, chief economist at Bank of America Merrill Lynch Australia and formerly chief economist at ANZ for 14 years, says the argument for a rate cut is “getting stronger — given the ongoing slowdown in China, and the impact that’s having on commodity prices — but not, so far, on the Australian dollar”.
“However, it’s not yet clear to me that, overall, the negative effects of persistent Australian dollar strength have started to overwhelm the other factors that have kept the unemployment rate steady in a 5% to 5.25% range and growth close to or even slightly above its trend pace so far this year. I expect rates eventually will need to fall, but I’m not ‘over the line’ for October.”


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Another shadow board member, Jeffrey Sheen, professor and head of economics at Macquarie University, says that Australian foreign interest rate differentials are “probably appropriate to this stage of the mining boom, delivering expected future depreciation”
“The expected weakening in the terms of trade — down a little from a 50-year high — will assist this depreciation in due course.”
He also pointed out that there have been no significant changes to global macro risks in the last month.
Shadow board member Paul Bloxham, chief economist at HSBC Bank Australia, says he favours holding rates steady this month, although he says he would be willing to consider cutting rates by 25 basis points.
“Conditions locally and in China look fairly similar to last month. Western growth is still slowing, but it is not clear how much further downward pressure that will put on growth in Asia. Commodity markets have generally stabilised. The local unemployment rate remains low.”
“While there are some signs that employment is easing, timely indicators do not decisively point to weaker conditions. Monetary policy is starting to lift the housing market. Inflation was low in the second quarter, but there is no new price data this month to confirm that this has continued to be the case in the third quarter.
“Given limited urgency to cut rates further, and signs that lower rates are providing some support for the economy, I would prefer to wait for the third quarter CPI for confirmation that inflation remains low before cutting rates further if needed,” said Bloxham
The full shadow board is:
Shaun Vahey, Professor, RSE, ANU. (non-voting chair)
Paul Bloxham, Chief Economist (Australia &amp; New Zealand), HSBC Bank Australia Ltd
Mark Crosby, Dean of the Global MBA Program, Acting Dean of the Global BBA Program, and Professor of Economics, S P Jain Center of Management in Singapore
Mardi Dungey, Professor, University of Tasmania, CFAP University of Cambridge, CAMA
Saul Eslake, Chief Economist, Bank of America Merrill Lynch Australia
Bob Gregory, Professor Emeritus, RSE, ANU, Professorial Fellow, Centre for Strategic Economic Studies, Victoria University, Adjunct Professor, School of Economics &amp; Finance, Queensland University of Technology
Warwick McKibbin, Professor, RSE, ANU, CAMA
James Morley, Professor, University of New South Wales, CAMA
Jeffrey Sheen, Professor &amp; Head, Department of Economics, Macquarie University,Editor, The Economic Record, CAMA
Mark Thirlwell, Director, International Economy Program, Lowy Institute for International Policy
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RBA should keep cash rate on hold at 3.5%: Shadow board

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From my direct involvement with many projects taken offshore, a well-established sales path is required for success; otherwise if the exercise is poorly managed or the resources underestimated it can be a costly mistake.
However, well-managed and resourced offshore marketing campaigns do provide a unique avenue to bolster sales in particular off-the-plan sales, usually ahead of general open market release. And in laying the ground work we should firstly look at some of the particular attributes to fuel a successful exhibition or campaign.
When looking at Asian markets in particular there is a proven appetite among buyers looking for early participation in new projects. They like to be among the first, if not the first buyers offered a product.
However this does not always mean that an entire project has to be held off-market ahead of any offshore release, because it is possible to sell simultaneously with the right platforms to manage multi-channel sales or take a preferred selection of apartments, with such apartments having been selected to meet the preferences of the individual off-shore target markets.
This is also in part achieved by the discreet use of buyer database targeting so that an environment is created through which it is possible to fine-tune the offer that is being made at, for example, invitation-only exhibitions. This depth of knowledge further underlines the role and importance of local partners.
 
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These offshore exhibitions are also better planned to be project or location specific with the aim of attracting potential buyers who are already somewhat pre-qualified. A mix of different locations and varied product offerings can be difficult to promote.
Offshore exhibitions can also be built around an information or educational seminar format, driven by country- or project-specific research – possibly held ahead of the release any actual projects for sale. This can be a very productive format. Experience demonstrates very small details, if not understood, can discourage offshore buyers away from investing in foreign property markets. So what better way to overcome this hurdle than by educating and gaining a better understanding buyer concerns?
If market circumstances warrant, then participation in larger-scale general exhibitions can be justified, but I feel that there should be a clear need, as cost is can be a big issue. This includes not only the promoter’s fees but also the other direct expenses, which can make the event a very expensive exercise.
For Australian projects there is a greater acceptance of property exhibitions on a smaller scale in Asian markets, and they can be of great value. Many of the international real estate agency groups, including Colliers International, have well-established expertise in these areas. Even in buoyant times, a one–off venture into these markets would be difficult.
It is also important to keep in mind that in most external markets there can be a culture that expects that this will be “first bite” of any to these areas cannot be the best investment – due diligence is important!
There are a clear set of important steps that are required to successfully take projects offshore and to achieve a critical volume sales, each point needs to meticulously addressed.
Peter Chittenden is managing director for residential of <a href="https://www.colliers.com.au/Colliers%20Corporate/Residential.aspx" rel="nofollow" target="_blank">Colliers International.</a>
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What is required to market residential developments to offshore buyers

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Like thousands of others, I’m an avid watcher of the UK top-rating program Grand Designs. The projects inspire such a passionate drive for the progress of new and inventive property development, there’s a distinct feeling each individual designer has a “higher” sense of purpose in their creation.
Rarely – if ever – is it focused on investment potential or capital appreciation.  Rental returns, “property clocks” and speculative bubbles are never mentioned. Instead, each home is to be a “haven of shelter” for the occupants, and the common denominator in the features valued most should form the basis of a detailed study for developers and town planners, employed with creating the modern landscape of each state capital’s 2030 expansion plan.
The series has taken us on an adventurous journey, visiting and re-visiting the projects to test their viability and sustainability for the purpose of each individual design.  The commonalities that form the needs of each participant involved in the program are relatively simple. They broadly focus on developing a space where family and guests can enjoy a sense of community with their surrounds, with great emphasis placed on designing an environmentally sustainable habitat.
Although money facilitates the design, profiting from the development is not the end focus.  For the families involved, the concentration remains firmly on lifestyle.
No one can deny that financial independence is a fundamental requirement in how we perceive an individual’s level of wellbeing – but even without a change in financial status, an upgrade in living standards provided primarily through wise and well thought-out development is enough to bring lasting happiness to the occupants involved regardless of personal income. This is something the series proves with its weekly case studies.
It’s a somewhat obvious assumption – however it’s one that has needed to be proven in various housing studies across the globe.  For example,  in the mid-1990s, the U.S Department of Housing and Urban development in Boston commissioned a 10-year research project entitled “Moving to Opportunity for Fair Housing” (MTO). The social experiment was designed to analyse how a change in living standards would affect people in poverty outside of any change in status to their financial circumstance.
You could argue that results emanating from any improvement in living standards would be easy to predict.   However, as with all government departments, money spent on “Captain Obvious” studies tend to burn a hole through common sense.  This aside, the survey produced some interesting results that should form a motivation for social policy reforms across our geographical borders.
The survey addressed whether living in a “poor” neighbourhood would have a flow-on effect in education standards, crime statistics, wellbeing, and general lower levels of achievement. To do this, public housing residents were split into three groups with the help of a random lottery.
Each group received a set of vouchers. One set enabled residents to subsidise the rent they paid, enabling an “upgrade” into private rental accommodation in an area where poverty was defined as being less than 10%.  A second group received vouchers entitling them to move wherever they wanted.  And the third group unfortunately had to stay put.
Despite the move, the financial status of each group remained predominately the same.  Salaries didn’t increase and jobs weren’t changed.  However, the 15-year study proved without doubt those who were entitled to upgrade their environment experienced a substantial reduction in obesity, diabetes, mental illness, bullying, harassment, and an overall general improvement in their family’s wellbeing.
 
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According to the findings, the subsequent “happiness” effect a change of lifestyle had on the recipients of the vouchers was equal to a $13,000 a year salary increase – and all that had altered to produce this effect, was the provision of better housing within a well-facilitated, established community.
In case you’re reading this and making the assumption that the above “happiness effect” can only be achieved by calling on more taxpayer dollars, the next experiment will hopefully put this concern to rest because Kevin McCloud, the British presenter of Grand Designs, conducted his own experiment into the effects of our living environment. Whether he did it consciously or not, he took the two commonalities I outlined above and wove them into a project called the “Big Town Plan”.
The concept involved a 42-house community development, primarily for families confined to social housing. He wanted to prove that through intelligent design, a housing estate could be established to enable an active community environment, as well as substantially lowering the environmental footprint and subsequent energy costs of each home. In doing so, he set about to prove the development would cost no more than any other – but the effect would advantage the families and their children in such a way it would enable the opportunity to get a leg up – if only in wellbeing, rather than wealth.
The project picked social housing residents who felt their current accommodation was having a compounding effect on their ability to provide a good environment in which their children could flourish. The atmosphere created by the current council housing estate in which they resided isolated a disadvantaged section of society in such a way, it resulted in a compounding, depressive and visionless environment, which expressed itself in higher rates of violence and crime.
There was no higher purpose in the development to foster a sense of community that would enable the residents to join together and improve their immediate surrounds. It was developed with cost as the sole dictator and as a consequence, children were not encouraged to venture outside to play, and neighbours did not socialise.
McCloud’s design would put the same emphasis on cost, but couple it with purpose-driven design. The houses were to be built in a triangular shape around a mini park and community garden.  This would enable residents to socialise while at the same time provide a safe area for children to play that  was visible from their parent’s homes.
The houses are designed with features to diminish their carbon footprint and keep energy bills low. Natural light was important and although there were faults along the way, the unique design of each property maximised a sense of “space and tranquillity”, which had one couple describing the feeling akin to being in a holiday home in “sunny Spain”.
When McCloud returned to his experiment a year down the line, he found the community flourishing.  Children were happily playing, neighbours were socialising – there was no isolation, and each family knew the others.
Households previously cut off through fear of their environment were experiencing an atmosphere in which their children could benefit. Pride and vision had been returned on a personal level, and the effect fed into individual aspiration.
It had nothing to do with the redistribution of wealth but everything to do with providing an atmosphere in which individuals can endeavour to improve. The houses weathered well over the period monitored – with residents expressing how they enjoyed the feeling of coming home.  All in all it was a resounding success.
McCloud may not have provided the grandeur of individual designs featured on his program, but he had at least provided the essential qualities all these homes had in common – principally an atmosphere to enhance the social and physical connection to the surrounding environment.
 
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It was therefore with interest I watched Four Corners last week, which focused on the community of Claymore – situated roughly 54 kilometres south-west of Sydney.
The housing estate featured was designed and funded by the Housing Commission of New South Wales and initially built to provide housing for blue-collar factory workers.  When employment didn’t follow, the suburb became a social housing estate and the people living there were thrown together from a range of backgrounds – low-income workers, discharges from psychiatric hospitals, single parents, Samoan refugees, and so forth.  Currently, the suburb has a median age of 20 and median income – when last measured – of just $237 per week.
The project was a social disaster.  The support services desperately needed never followed.  Employment opportunities were scarce to nonexistent.  The community was isolated in terms of facilities and essential infrastructure. Public transport was lacking, and the design of the estate had no clear community objective.
Throughout the years various volunteer groups and educators have made inroads in their attempts to create a social purpose within the estate – but as the producers of Four Corners witnessed, there is a huge amount of work yet to be done.
If we’re to take the studies above in any seriousness, the high rates of domestic violence, crime, teen pregnancy and so forth are not necessarily the fault of the social mix, but the result of isolating a group of people in a poorly designed and facilitated suburb.  This is a feature of many newly created fringe suburbs that are popping up in the state of Victoria prior to the development of any essential infrastructure such as public transport, schools, parks, medical facilities, and so forth.
Some of these fringe locations have attracted substantial population growth in recent years because the house-and-land packages offered are the answer to affordable accommodation for many of the residents. However, a majority suffer from higher rates of crime and social issues than the inner-suburban towns, which I theorise to be principally related to failings in their initial design.
It is a far more cost-effective venture to provide suitable well-facilitated suburbs than it is to provide a patchwork of support organisations to service long-term welfare commitments. But in order to do so, town planners and government heavyweights must move from behind their desks and involve, listen, and most importantly adhere to, the voices of local community.
Perhaps the answer lay in a plan, compiling of a vision similar to the UK’s “Big Town Plan”. A policy reform that aims to place more power into community hands and empower problem-solving from the ground up, rather than the top down.  Whatever the answer, we’d be a poorer society if we didn’t all agree: there must be a better way.
Catherine Cashmore is a market analyst with extensive experience in all aspects relating to property acquisition.
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Why Kevin McCloud's Big Town Plan succeeded while Claymore is a social disaster

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Across the Tasman, ANZ operates two brands: ANZ, and The National Bank. The National Bank’s black and green branding is on licence from British bank Lloyds. That licence is due to expire in 2014, and ANZ is taking the opportunity to reunite the two brands, which for the past decade have operated separately.
ANZ will spend just under $80 million merging the brands, adopting the National Bank’s back-end systems and most of its products.
The move starkly contrasts with that of rival bank Westpac. Under the ‘multi-brand’ strategy pushed by chief executive Gail Kelly, Westpac operates five high-profile retail-banking brands. Three of these are the result of recent acquisitions. In addition to its red ‘Westpac’ brand, it also owns St George (acquired in 2008) , BankSA (bought by St George in 2002), and RAMS (2007). Westpac also operates the Bank of Melbourne in Victoria, a <a href="https://www.canberratimes.com.au/business/westpac-blast-from-the-past-likely-to-be-a-costly-move-20120424-1xje7">brand it bought in 1997 and rebranded as Westpac in 2004</a> after staff started wearing Westpac uniforms (they wanted to be part of the parent company) and customer surveys showed confusion about the multiple brands. Bank of Melbourne brand was relaunched by Kelly last year.
But the multi-branding strategy hasn’t been embraced by others in the sector. Commonwealth Bank CEO, Ian Narev, recently rubbished the strategy at an investor briefing, saying he had no intention of pursuing a retail banking strategy built around the ''differentiation of a whole lot of different brands.” His comments, together with ANZ’s recent decision to consolidate, show Westpac is swimming against the tide.
Operating multiple brands can help companies tap new customer bases and spread risk, but it comes with its own dangers. Should leading companies learn from Westpac, or are there warning signs in the words and actions of its rivals?
Why companies maintain multiple brands
Companies pursue multiple brands for three key reasons.
The first is to do with risk, explains Dr Simon Bell, a professor marketing at Melbourne University.
“When one brand suffers a reputational hit, having other brands can mean the rest of the products aren’t damaged or affected,” Bell says. “Take the reputational damage to BP with the oil spill. They wouldn’t have suffered as badly across their whole chain if they had multiple brands.”
There’s another way multiple brands reduce risk, according to David Gallop, an executive creative director at marketing agency Huddle Partners.
“You don’t want to put all your money in one place,” he says. “Multiple brands let you spread your bets.
“You’ll always have some brands in decline, others that are growing, and others with potential. If you have an arsenal of different brands, you can manage some down over time.”
The second reason companies turn to different brands is about customers.
When it comes to multi-brand strategies, the masters are fast-moving consumer goods, says Gallop.
“Cosmetics, pharmaceuticals, [vehicle] sales; those sorts of things have succeeded really well with multiple brands.
“It allows them to segment the market across different types of audiences.”
When brands want to extend into new products, sometimes they need a new brand, says Bell. “For example, it’d be impossible to take Coca-Cola into a line of premium watches.”
The third reason isn’t to do with customers, but about internal competition, says Gallop.
“It can keep internal brand managers on their toes, providing that internal competition. They might not be directly competing externally, but if another company’s brand is going really well, that’s pressure to deliver.”
 
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Branding distractions
However, multiple brands come at a cost.
Branding expert Michel Hogan says developing new brands can be a way companies distract themselves from dealing with the difficult parts of brand legacy. Sometimes, what should be considered a product line ends up morphing into a new brand, because building a brand, Hogan says, is fun.
“It’s shiny-object stuff. Coming up with the name, with campaigns, thinking of all the marketing trappings… It’s a lot more fun than the hard grind of making sure all your promises and the like are being met to build your existing brand. I do think a lot of it comes out of distraction and boredom, and isn’t always in the best interests of customers.”
Not to mention, Hogan adds, it’s more expensive than maintaining the one brand.
For this reason, she rarely advises it. “Unless there’s a really good reason – for example, if it’s a completely different customer set, and there are few benefits to leveraging the one brand, or if there’s no benefit from previous brand legacies – I frankly discourage people from it.”
Bell adds another danger of multiple brands: too many priorities can lead to companies neglecting to update their brands over time.
He gives the example of Pacific Brands, which owns classic Australian labels such as Hard Yakka and Bonds.
“I think [new Pacific Brands CEO John Pollaers] has a challenge ahead of him.
“Pacific Brands has suffered over recent years, with a probably reason being that they haven’t invested in their portfolio.” Things like product innovation, as well as marketing and communications, have fallen by the wayside for some of Pacific Brands’ most iconic brands.
The bottom line: Westpac says it’s working
Hogan says Westpac’s situation is unique, because most of its brands came about as a result of its mergers and acquisitions.
“To me that’s a little different than an organisation embarking on a deliberate building of new brand entity that is in direct competition to the core of the rest of the business.
“Their choice is whether to integrate the brands, or build on what they bought: a loyal customer-base, which is perhaps already wedded to a particular brand.”
A 2010 KPMG report outlined some of the <a href="https://www.kpmg.com/CN/en/IssuesAndInsights/ArticlesPublications/documents/Managing-multiple-brands-in-banking-201006.pdf">difficulties banks face</a> maintaining multiple brands in the long-term. As market conditions change for the worse, as they always do from time to time, cost-cutting drives lead to consolidation of back-end systems, and greater sharing of resources between the different brands. Over time, this can lead to a ‘hollowing out’ of the brands, where their unique value proposition isn’t clear.
Sustaining a multiple-brand strategy over time, the report argues, requires explicit targeting of particular customer niches, giving the brands a clear purpose and reason to differentiate themselves from each other. For example, The Royal Bank of Scotland maintains a brand for personal and small business customers, one for high net-worth individuals, and one for insurance services.
Westpac says its multiple-brand strategy has reaped it significant dividends. Kelly <a href="https://www.brisbanetimes.com.au/business/kelly-rejects-multibranding-critics-20120503-1y1qt">recently said</a> it allowed it to target customers that it otherwise wouldn’t be able to.
''There are a range of customers, as we know, that choose St George over Westpac,” she says. “If we didn't have a St George, they wouldn't choose to bank with us.”
Answering her critics, Kelly said she’s bemused by those who say multi-branding is high-cost. “You just can't see that in the numbers.''
But as the KPMG report shows, multi-branding is a long-term haul. Westpac’s experiment has some way to run.
This article first appeard on <a target="_blank" href="https://www.propertyobserver.com.au/https://www.leadingcompany.com.au/strategy/together-but-different-anz-and-westpac-split-on-multiple-brands/201210012623?displaypage=unknown">Leading Company.</a>
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