How Aqualand have quickly developed their brand in Sydney's luxury market with Alex Adams

In a recent interview between Urban CEO Mike Bird and Alex Adams, Head of Sales and Marketing at Aqualand, the progress of the Aura development was discussed, shedding light on its unique features and the current real estate market in Sydney.

Unveiling Aura's Unique Design and Progress
Situated just across the road from the Aura development, the interview began with a glimpse of the progress made. Adams shared that Aura, visually appearing as four interconnected buildings, is actually a single structure with 28 levels. The design, akin to four interconnected pedals, showcases the innovative approach Aqualand has taken.

Sales and marketing for Aura have seen tremendous success, despite the challenges in the general market. Adams attributed this success to a combination of luck and effective marketing strategies, putting the project on track to achieve the remarkable milestone of $500 million.

Sydney's Resilience in the Real Estate Market
Adams expressed his confidence in Sydney leading the real estate market's resurgence, noting that the city is emerging from what he humorously referred to as a "funny period." The market's recovery, driven by strategic marketing and client engagement, reflects a positive trend for Aura.

Targeted Buyers and Demographics
The types of buyers for Aura have remained consistent over time, primarily local downsizers, young professionals, and upsizers from the lower North Shore area. Adams highlighted the unexpected interest from Pymble and Lindfield, showcasing the project's broad appeal.

The Impact of Previous Projects
Adams discussed the influence of Aqualand's completed projects, particularly Blue at Lavender Bay and Revy. These completed projects not only serve as brand recognition but also act as tangible examples for potential buyers. The confidence gained from showcasing completed developments has been a key factor in attracting interest in Aura.

Building Confidence Through Transparency
The discussion touched on Aqualand's commitment to transparency, a critical aspect often lacking in the real estate market. Adams emphasized the importance of showcasing construction progress through visual updates and detailed quarterly videos. This commitment to transparency aims to build trust and confidence among potential buyers.

Key Buyer Concerns: Quality, Size, and Location
Adams identified the top three concerns of potential buyers: quality, size, and location. Quality, referring to the construction and finishes, takes precedence. Size became a crucial focus for Aura, with a deliberate effort to provide larger apartments, responding to the evolving needs of the local market. Lastly, the proximity to the Victoria Cross Metro station and the array of amenities within the building contribute to Aura's appeal.

A Unique Approach to Amenities
Aura offers a distinctive range of amenities, including an underground pool inspired by Turkish baths, a wellness center, a gym in collaboration with Technogym, and a five-star concierge service. The Sky Deck on level 26 provides residents with breathtaking views, making it a unique and coveted space within the development.

Black Key Subscription Service
A standout feature of Aura is the Black Key subscription service, offering a level of service comparable to the prestigious AMEX Black Card. This exclusive service includes personalized assistance for events, last-minute dining requests, and access to the Sky Deck, adding an extra layer of luxury to Aura living.

Aqualand's Aura stands out not only for its innovative design and construction progress but also for its commitment to transparency and meeting the evolving needs of the real estate market in Sydney. The collaboration between Urban and Aqualand reflects a shared commitment to delivering exceptional projects that inspire confidence in buyers.