There are few property developers nationally that can boast a workbook like the ASX-listed developer Cedar Woods. With eight apartment buildings under construction across four states, Cedar Woods is well positioned to take advantage of what Managing Director Nathan Blackburne says is a “national shortage of apartments.”

Cedar Woods purposefully has a diversified portfolio of apartments, townhouses, commercial, and residential communities across the country, enabling the business to remain resilient through market cycles and respond to shifting buyer demand.

Blackburne says there is a great shortfall of housing of all typologies, none more so for apartments. He says that is the case particularly in Perth, where the lack of new apartment projects has been particularly acute.

“Perth has been more affected than Melbourne,” Blackburne explains, noting that over the past five years, “very few new apartment projects” have been launched in either city. Historically, apartments made up around 20 per cent of new housing nationally. Cedar Woods estimates that figure has fallen to around 10 per cent today, a gap they believe must close.

<h2>Apartment appeal rebounding as supply shrinks</h2>

There are signs the tide is turning however. Blackburne says buyer apartment sentiment really picked up in mid 2025. “In October we saw our strongest sales month for apartments in Perth.” The buyer demand has driven their Subiaco apartment development, Incontro, to nearly 70 per cent sold. The increased buyer sentiment has strengthened Cedar Woods’ confidence in bringing forward the next apartment project in Western Australia, a three tower development planned for the prime site on Upham Street in Subiaco, adjacent to Incontro.

Demand is being driven by several factors; the lack of new apartments coming to the market, the increased demand with migration far outstripping the aforementioned supply, and the appetite to live closer to the city.

“Over the past three years, Perth’s population has grown by around 250,000 people, while only around 50,000 dwellings have been delivered,” Blackburne says, adding that more than twice that number would be needed just to keep up.&nbsp;

He said that many buyers are being forced to the urban fringe because of the greater supply of land product, but that, Blackburne argues, is pushing the fringe further out and motivating a re-evaluation of the value of inner- and middle-suburb apartments.

Demographic shifts are helping drive this rethink. Cedar Woods is seeing more boomers downsizing, young professionals entering the market, and a rising number of single-person households. There’s also a growing trend of parents buying apartments for teenage children, motivated by fears that housing prices will become out of reach. “It’s not only a strong investment now, but it can serve as a first home when their children move out.”

<h2>National diversification strategy</h2>

Cedar Woods’ strategy is not limited to Perth. Blackburne outlines their aim to diversify by price point, product type, and geography, which “gives us a broad customer base and smoother earnings profile.” Throughout their markets, they’re combining apartments, townhouses, and masterplanned communities, allowing flexibility to pivot toward undersupplied segments as demand evolves.

In Victoria, Cedar Woods is pressing ahead with a major site in Fairfield, just northeast of Melbourne’s CBD, a site which Blackburne says the company has had its sights on for many years. They are planning to deliver three towers with over 300 apartments, with the plans likely to be submitted in early 2026.

Blackburne also expresses optimism about broader inner-Melbourne supply dynamics. 
 
“While Melbourne’s apartment market is better supplied than Perth’s, and population growth remains strong, Cedar Woods believes the current stock will be absorbed quickly,” Blackburne says, however he warns that policy disincentives remain. “In Victoria … there are quite a lot of obstacles for apartment buyers,” he says, adding that the industry is working with the state government to “remove those barriers” and avert prolonged undersupply.

Cedar Woods has plans on the desks of the VIC Government to develop a 20-storey tower in Southbank, in the heart of Melbourne’s arts precinct. Designed by Rothelowman, the proposed tower will deliver 180 apartments, ranging from studios to three-bedrooms, along with creative amenity space devoted to arts and digital industries, a food and drink tenancy at street level, and a 700sqm recreation deck with indoor lounge space will provide a resident amenity hub.

Blackburne frames the project as a response to Melbourne’s growing undersupply of signature inner-city living. “We saw a thematic: a looming undersupply in inner-Melbourne, particularly in high-quality apartments, and wanted to capitalise on that,” he says. The site’s proximity to the Melbourne Arts Precinct, key tram lines, and Southbank’s cultural fabric makes it especially appealing, Blackburne says.

<h2>Charting the course forward</h2>

On top of the apartment developments underway and planned in Perth and Melbourne, Cedar Woods has a multi-stage apartment development in Brisbane’s Woolloowin, and several years remaining on their masterplanned communities in Williams Landing in Melbourne and Glenside in Adelaide, both of which offer a mix of apartments and townhouses.

Blackburne says the developer has been able to mitigate some of the macro risks currently at play in the new development space, particularly in the construction sector.

“Cedar Woods has been able to make many apartment projects work because of good buying of the raw land in the first place, as well as its strong pipeline of apartment projects, enabling the company to attract builders to build deep, multi-year relationships.”&nbsp;

For Cedar Woods, 2026 is set to be significant, with anticipated approvals and submissions laying the groundwork for fresh apartment supply and multiple launches in 2027.

&nbsp;

Joel Robinson

Cedar Woods ramps up apartment development amid Australia’s deepening housing shortfall

Rockdale has long been characterized as a suburb on the cusp. Well-located, well-connected, but historically underserved by modern apartment offerings.

It has everything going for it: outstanding connectivity to the Sydney CBD, just four train stops to Central Station, strong local amenity anchored by Roc​kdale Plaza and a growing main-street dining scene, and enviable proximity to Brighton-Le-Sands. The six-kilometre beachfront is lined with bayside restaurants, cafés, and walking paths, giving residents a lifestyle typically associated with much more expensive coastal suburbs.

What Rock​dale has lacked is high-quality contemporary apartments. Most existing developments date back several decades, with floorplans that no longer support modern living needs, and buildings constructed long before today’s standards in engineering, efficiency, and sustainability.

Lender, fund manager and apartment developer Princeton identified the gap early. Seeing all the right ingredients in Rockd​ale, transport, lifestyle, retail, and affordability, they set out to deliver what the suburb was missing. Their answer is <a href="https://www.apartments.com.au/new-apartments/marque-rockdale-602-608-princes-highway-rockdale-nsw-2216">Marque Rockdale</a>, a collection of 58 one-, two-, and three-bedroom apartments now nearing completion just a short walk from Ro​ckdale Plaza, home to over 50 specialist retailers and anchored by&nbsp;Woolworths, Big W and Aldi.

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Understanding they would be resetting the benchmark for the area, Princeton focused on ensuring buyers received best-in-class quality, longevity, and protection.

A major step was securing the sought-after Latent Defects Insurance policy from Resilience Insurance. This policy protects apartment buyers from structural or waterproofing defects for the first 10 years of the building’s lifecycle. Crucially, it is first-response insurance, meaning that if an issue arises, the insurer pays immediately for remediation—rather than waiting for lengthy investigations to determine fault before work can begin. For purchasers, it offers an unprecedented layer of security rarely seen in Sydney apartment projects.

During construction, independent building inspection firm SDSS has been providing Technical Inspection Services, bringing highly specialised construction experts on-site at key stages to ensure workmanship meets the highest standards. The project is being built by Coplex, an iCIRT-rated construction company, and throughout the build SDSS has frequently referred to <a href="https://www.apartments.com.au/new-apartments/marque-rockdale-602-608-princes-highway-rockdale-nsw-2216">Marque Rockdale</a> as one of the best projects currently on their books.

Princeton also doubled down on comfort, acoustics, and livability.&nbsp;As well as being the only building along Princes Highway with a landscaped buffer between the building and the road, Princeton has purposefully included double-glazed windows in all apartments to reduce noise.

Apartments feature double-glazed, noise-reducing windows and ducted air conditioning in every residence.&nbsp;In addition to the project’s transport convenience, Princeton has partnered with GoGet Car Share to provide a dedicated GoGet vehicle housed permanently within the building. Residents will receive a free annual GoGet membership, paying only usage fees, offering a flexible alternative to owning a second car and enhancing the project’s sustainability credentials.

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Residents will enjoy an exclusive rooftop oasis, purpose-designed as an extension of their living space. The communal rooftop includes BBQ facilities and outdoor entertaining areas, a&nbsp;pergola-shaded dining zone, a dedicated children’s play space, and a landscaped herb garden.

Princeton and Coplex is approaching completion of <a href="https://www.apartments.com.au/new-apartments/marque-rockdale-602-608-princes-highway-rockdale-nsw-2216">Marque Rockdale</a>, and are expecting residents to move in early in the new year. The mix of apartment configurations and price points have been a hit with young professionals, those who need to commute to the CBD, and families who appreciate doorstep amenity.

“Marque is a place where residents will be proud to call it home," Princeton Head of Development George Young says.

"We’ve worked really hard with Coplex and our design team to deliver an incredible building for the future home owners to make their own. The homes are all designed to allow the residents to make it their own, a place to belong and live a stylish urban life."

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Marque Rockdale sets a new standard of apartment living in Sydney's south

Plans to revitalize the&nbsp;long-established Benowa Gardens Shopping Centre into a mixed-use community combining living, shopping, dining, health and wellbeing facilities, have been proposed to the Gold Coast City Council.

The Benowa Gardens Urban Village proposal by Benowa Gardens Holdings seeks to transform the 17,660 sqm site at <a href="https://www.apartments.com.au/new-apartments/203-ashmore-road-benowa-qld-4217">203 Ashmore Road</a> into a contemporary, sustainable destination that reflects global trends in modern community design while retaining the familiar local character residents value.

The site is bordered by Ashmore and Benowa Roads and Carrara, with ready access to Pindara private hospital, four schools, TAFE, sports fields and the nearby Botanic Gardens.

Benowa Gardens Holdings is seeking a preliminary Council approval only for its proposed masterplan and variations to the site’s Neighbourhood Centre zoning.&nbsp; 
Formal Public Exhibition commenced Friday and also marks the start of comprehensive community consultation with surroundings residents, schools, P&amp;Cs, existing retailers, nearby sporting clubs, arts groups and Botanic Gardens volunteers.

Designed by Neylan Architecture, the masterplan envisions around 413 new apartments, complemented by upgraded retail, dining, and wellness amenities as part of 10,000 sqm of retail, and 9,630 sqm of office space/medical suites.

The development will feature green open spaces, shaded promenades, landscaped terraces, pedestrian walkways, and expanded healthcare and lifestyle services in synergy with the neighbouring Pindara Private Hospital and local schools.

<img alt="Benowa" data-entity-type="file" data-entity-uuid="244f4d54-2e67-4141-92b8-78d5735f47c2" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202025-11-26%20at%2012.47.34%E2%80%AFPM.png?VersionId=FmF5lzhpwVZc7POsdB770TJ_Bf2c0od8" />

“This concept embraces the way people increasingly want to live - safely, conveniently, and within strong local communities,” said Patrick Lu, Director of Benowa Gardens Holding.

“Benowa Gardens will set a new benchmark for integrated living on the Gold Coast. It’s a thoughtful, community-minded evolution that brings global best practice in urban design to one of the city’s most established areas.”

Lu said this isn’t just a redevelopment, it’s a renewal with purpose.

“Benowa Gardens has served the community for decades. Our goal is to ensure it continues to do so for generations to come, as a lively, connected Urban Village where people can truly live, work and thrive. We’re already talking to school leaders and the community to seek their feedback on our proposal, and have taken on board their ideas to improve student safety with additional “traffic calming” measures on Carrara Street. We’re conducting meaningful and sincere consultations and want to play our role in preserving and enhancing the local community."

The proposed redevelopment aims to deliver tangible benefits across the Benowa and wider Gold Coast community, including:

<ul>
	<li>Improvement of retail amenity, to capture the under-served local market demand and keep the local business at their local shopping centre.</li>
	<li>Housing diversity; offering a range of apartment types for key workers, downsizers, and local families who wish to remain in the area.</li>
	<li>Enhanced shopping and dining; revitalised retail spaces designed to support local businesses and attract more visitors.</li>
	<li>Health and wellbeing access; additional medical and wellness amenities to complement existing local facilities.</li>
	<li>Improved traffic flow and access; two new access points, upgraded intersections, upgrade pedestrian pathway’s signal and proposed upgrade of pedestrian and cycle connections/space to improve safety and convenience, especially for school children.</li>
	<li>Environmental sustainability; energy-efficient design, green rooftops, and water-sensitive landscaping to reduce emissions and enhance comfort.</li>
	<li>Local jobs and investment; supporting hundreds of construction and long-term roles while stimulating local economic growth.</li>
</ul>

The group behind the project boasts extensive experience in the property development industry, both in Australia and international markets. Over the past 23 years, the group has been involved in the development and management of a diverse portfolio of assets including residential dwellings, shopping centres, bulky-goods stores, community and medical facilities, childcare centres, offices, hotels, and taverns, across Brisbane, Ipswich, and the Gold Coast.

Benowa Gardens to become new mixed-use urban village

Demand for townhouses in Melbourne’s inner west has surged as buyers seek the elusive combination of space, affordability, and location.&nbsp;

With family-first apartments increasingly rare and standalone homes often out of reach, townhouses have emerged as the new sweet spot, delivering generous living areas with lower maintenance needs within close proximity to the Melbourne CBD.&nbsp;

<a href="https://www.apartments.com.au/new-townhouses/kings-lane-south-kingsville-50-58-new-street-south-kingsville-vic-3015">Kings Lane</a>, the new under-construction townhouse development by the family-owned developer&nbsp;<a href="https://www.apartments.com.au/developers/blue-run">Blue Run</a>&nbsp;in South Kingsville, responds directly to this trend. Comprising just 25 residences designed by <a href="https://www.apartments.com.au/architects/rothelowman">Rothelowman</a>, the project offers a compelling alternative to both apartment downsizers and family upsizers. With three-bedroom homes priced under $1 million, it presents one of the area’s rare attainable pathways to townhouse living less than eight kilometres from the CBD.

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<a href="https://www.apartments.com.au/developments/south-kingsville-vic-3015">South Kingsville</a> itself is quietly becoming one of Melbourne’s most dynamic pockets of urban renewal. Flanked by the established appeal of Yarraville, Newport and Williamstown, the suburb balances quiet, village-like streetscapes with major infrastructure upgrades and a growing slate of retail, dining and lifestyle amenity.&nbsp;

Kings Lane occupies a well-connected site at 50–58 New Street, just off Blackshaws Road and within walking distance of the emerging Union Quarter precinct, a major retail destination anchored by Woolworths, specialty food outlets and wellness services.

A 400-metre stroll brings residents to the Vernon Street shops, a local favourite known for its mix of independent grocers, cafes and family-run eateries. For broader shopping options, Altona Gate Shopping Centre and Yarraville Square are both within a short drive. Spotswood IGA and the Williamstown retail strip further broaden the convenience of daily essentials.

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Dining options in the area lean toward eclectic and community-driven, with standouts like Rocco’s Deli, Dad and Dave’s, and Pizza d’ASPORTO offering a range of casual and elevated menus. Cafés such as Hudson Road Wine &amp; Beer and Blacksheep Coffee add to the lively yet local feel of the neighbourhood.

Green space is another hallmark of life at Kings Lane. Edwards Reserve is close enough for morning walks or casual sport, while larger parks like Newport Lakes, Yarraville Gardens, and Cruickshank Park are all a few minutes’ drive away. More than half of the nine-hectares of new green space or parkland being created as part of the West Gate tunnel works is located just at the end of New Street, the same street as Kings Lane.

&nbsp;

For those with school-age children, South Kingsville is home to a range of quality childcare centres and schools, including Kingsville Primary, Spotswood Primary, and Williamstown North Primary. Community Children’s childcare and South Kingsville Preschool are nearby, making the suburb particularly attractive to young families.

Transport links continue to improve, with Spotswood Station and the West Gate Freeway both within a five-minute radius. Future upgrades, including the proposed sky rail for Newport and Spotswood, and the delivery of the West Gate Tunnel project, promise even better access to the CBD and Melbourne Airport in the years to come.

Kings Lane's 25 all-electric townhouses are currently under construction, and will complete in late 2026.

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Staff Writer

Kings Lane townhouses offers rare value in Melbourne's thriving inner west

Developer-builder <a href="https://www.apartments.com.au/developers/billbergia">Billbergia</a> has set a new apartment price record for <a href="https://www.apartments.com.au/developments/rhodes-nsw-2138">Rhodes</a>, a suburb the company has been instrumental in transforming over the past two decades.

The milestone follows the delivery of thousands of apartments across the harbourside peninsula, culminating in the $4.5 million sale of a 220 sqm penthouse in the <a href="https://www.apartments.com.au/buildings/rhodes-central-oasis-39-marquet-street-rhodes-nsw-2138">Rhodes Central Oasis</a> building, which Billbergia completed earlier this year. It is the first apartment in Rhodes to surpass not only the $4 million mark for settled sales, but also the $3 million mark, eclipsing the previous $2.75 million record set in 2021.

The purchaser had originally secured several apartments in the 40-storey tower off the plan as investments. During settlement, she spent more time in the Rhodes area and was so impressed with the building that she decided to downsize from her Northbridge home into the four-bedroom plus MPR penthouse.

The sale underscores the long-term work Billbergia has undertaken in Rhodes since the early 2000s. The company, rated 4.5 Gold Stars under the NSW iCIRT system, identifying it as one of the state’s most trustworthy and financially secure developers, was a pioneer of the area’s urban renewal. What was once a heavily industrial waterfront has become one of Sydney’s most successful examples of transit-oriented development.

<img alt="Billbergia" data-entity-type="file" data-entity-uuid="56093d7f-db18-42f4-bf9b-115bdf76f5f3" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202025-11-26%20at%2011.10.06%E2%80%AFAM.png?VersionId=pca77Mr.H83nwXbJexmaLUAqBewtQ7d9" />

Billbergia is now driving the peninsula’s next major evolution: the most ambitious project in its nearly four-decade history. They are planning the Rhodes Bay Masterplan, an eight-tower, mixed-use precinct on Leeds Street. Currently with the NSW Government’s Housing Delivery Authority which is now championing large-scale projects across the state, the Rhodes Bay Masterplan lays the groundwork for a generational reshaping of this important pocket of Sydney’s Inner West.

The masterplan spans more than 31,000 sqm of amalgamated industrial land along the foreshore, land that has been privately held and inaccessible to the community for more than a century. According to Billbergia’s Development Director, Saul Moran, reclaiming this land for public use is central to the company’s vision. 
 
“What’s so exciting is that we have over 300 metres of privately-held industrialised waterfront, land that’s been locked away for more than 100 years, which we’re bringing back to the community,” he says. “It’s taken many years to assemble sites like these, and the goal now is to transform them into meaningful public space where new homes can be built in an integrated, amenity-rich setting.”

At full completion, the Rhodes Bay Masterplan is expected to deliver over 2000 apartments, with the first 1000 to be completed by 2029. Billbergia’s design focused on nine slender towers, so they could give back more to the ground plane. There will be more than 16,000sq m of new parkland and recreation space, including sports fields, a foreshore play area and waterfront green links. Around 14,600 sqm of retail is also proposed, extending the precinct’s role as a true mixed-use hub.

<img alt="Rhodes Bay" data-entity-type="file" data-entity-uuid="240ffc41-4f26-421a-9606-5c56f6fc2d93" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202025-11-26%20at%2011.05.48%E2%80%AFAM.png?VersionId=BkBxZr7S8CAt1vgNa8AF3zjdc3YuVh0L" />

“Density only works when it’s paired with amenity, transport and open space, and that’s what’s made Rhodes such an amazing success story,” Moran says, adding that the demographic shift Billbergia has seen over the last two decades has informed their future development pipeline in the suburb.

“Rhodes has moved from being largely an investor market to a strong owner-occupier community,” Moran says. “There’s real demand for three-bedroom homes, flexible intergenerational layouts, and apartments people can grow into.”

&nbsp;“We’re designing taller, more slender towers to free up the ground level for sport, recreation and green space. High-density communities thrive when people have the best backyards in Australia, and that’s what we want to create here.”

Demand remains robust, evidenced by Billbergia’s recent results. “We achieved a record sale across the entirety of Rhodes Central just last week,” Moran says. “It shows the depth of confidence buyers have in what’s being built here.”

Billbergia’s vertically integrated model allows them to overcome the recent cost escalation and challenges in the build environment. “Having an in-house construction team lets us control feasibility, value management and quality from day one,” Moran says. “It’s critical in the current market, where construction escalation is at the forefront of every project’s viability.”

The company is also leveraging the NSW Government’s new Housing Delivery Authority process, which Moran describes as a more efficient pathway without compromising design standards. 
 
“We’re really applauding the NSW Government for its efforts to increase housing supply. There’s been a remarkable improvement in how they’re helping deliver more homes, more quickly.”

Billbergia has already commenced construction of Stage One of the Rhodes Bay masterplan. They will be lodging the State Significant Development Application before Christmas.

“We’re moving quickly, but with due care,” Moran says. “This is a generational precinct, and it needs to be done right.”

Billbergia smashes suburb record as Rhodes transformation continues

Samuel Property

Louise Melbourne, the striking Samuel Property-developed, Cera Stribley-designed apartment project just off Albert Park, has hit a major milestone.

The 16-level development, which launched last year, is now 70 per cent sold, after a strong run of sales in the first half of 2023.

Blair Property Group's Darren Blair, who is exclusively marketing Louise, says the majority of apartments have been snapped up by downsizers.

"Every purchaser from level 10 and above is a downsizer," Blair says.

"They picked up all of the big apartments on the sought-after north west corner, which will offer the best views in the building."

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Blair says there was a big run of sales to downsizers and owner-occupiers toward the back end of last year, and that's spilled into 2023.

"Buyers are starting to see some positives in the market in 2023", Blair notes.

"There's also a large cohort&nbsp;who are wanting to completely exit the rental market, as prices continue to trend upwards."

The diverse product mix in Louise, a mix 89 one, two and three-bedroom apartments, has seen a diverse number of buyers come through the door.

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Blair has said investors are slowly starting to come out of the woodwork, primarily from overseas, as local investors wait to see the RBA's next move.

The development team, led by prominent developer Samuel Property, are also well advanced in their construction phase. They're hoping to start demolition of the block of 1950s flats on the 1224 sqm site in March, with the aim of commencing construction on Louise in May.

Well regarded builder Hamilton Marino will be in charge of construction.&nbsp;

"They're a well versed builder with a good name in the market, which will breed further confidence for buyers," Blair added.

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Prices start at just over $500,000 for the one-bedroom apartments in Louise Melbourne, and $719,500 for the two-bedrooms.

Aptly named Louise, the site is&nbsp;situated on the north-west corner of Louise Street and Queens Lane, and is a nod to the surrounding art deco architecture, blending 1920's design charm with the sensibilities of modern urban living.&nbsp;&nbsp;

There's extensive resident amenity in the building. A swimming pool, which is located beneath a distinctive skylight, forms the heart of a wellness centre, which also features a steam room and a landscaped outdoor terrace that wraps around the communal areas.

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There's also&nbsp;a bookable private dining room, which comes with a fully-equipped kitchen, and a private lounge area, which has been designed as a&nbsp;space for more informal get-togethers.

Samuel Property,&nbsp;who since being founded in 2009 by its current Managing Director Illan Samuel, have predominantly concentrated on the high-end boutique owner-occupier market in some of Melbourne's most affluent suburbs.

Their last two projects have been Willow, just 14 apartments in Brighton, and most recently Edition in Toorak, on the dress circle Lansell Road, which has just three house-sized residences.

They have just received approval for 91 apartments across two five-level buildings on Phillip Island.

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Blair Property Group's Darren Blair, who is exclusively marketing Louise, says the majority of apartments have been snapped up by downsizers.

Louise Melbourne hits 70% sold

The prominent Melbourne developer&nbsp;Samuel Property is taking on something a little different for its next residential project.

They&#39;re set to&nbsp;launch&nbsp;Louise, their anticipated apartment tower just off the sought-after St Kilda Road.

Named after its location at 8 Louise Street, Louise will home 98&nbsp;apartments across its&nbsp;16&nbsp;levels,&nbsp;a maximum of just eight apartments per floor.

The tower will be crowned by a near 600 sqm penthouse with 360 degree views of the city, Albert Park, and&nbsp;Faulkner Bay.

Blair Property Group Founder Darren Blair, who is handling the sales of Louise, says there&#39;s something for everyone at Louise, with one, two, three and four-bedroom apartments on offer.

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&quot;We&#39;re expecting everyone from investors and first home buyers interested in the one and two-bedroom stock, to downsizers and owner-occupiers looking at the larger two beds into the three-beds,&quot; Blair says, adding that he expects to be fielding plenty of enquiry from families, as well as those who maybe live down in Mornington Peninsula but want a city pad.

The building is more focused on the owner-occupier, with just over 10 per cent one-bed apartments. Two-bedroom apartments make up two thirds of the building. Blair believes some will get merged to make larger apartments by those seeking a bigger space.

Buyers can purchase in the building from $497,500, with the biggest, higher-level apartments looking to achieve over $11 million.

The location reigns supreme for Louise, just moments from Albert Park and a short stroll to Fawkner Park.

&quot;The project has the best of Melbourne on its doorstep,&quot; Blair adds.

&quot;Where does your $10 Uber take you where you live? From Louise it takes you to the best parts of Melbourne, from the city to Chapel Street and even Middle Park Beach.&quot;

Renowned architects Cera Stribley have handled the design of Louise, with a&nbsp;vision to deliver a building that is more sensitive to the characteristics of St Kilda Road.

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The building is in keeping with the surroundings for the first three levels to the podium, a red brick finish paying homage to the current streetscape.

Cera Stribley Managing Principal, Domenic Cerantonio said it was important future-residents of Louise were provided an exceptionally designed dwelling that complemented the well-endowed local area.

&ldquo;Every aspect of Louise has been designed to epitomise quality of life,&quot;&nbsp;Cerantonio says.

&quot;When it comes to apartment living, there are few buildings that offer such an incredible location as Louise. From sunrise to sunset, there is so much to love about the area; parks, beach, city &ndash; the lifestyle here has it all.

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&quot;The interior design of Louise is very much inspired by this unparalleled locale, and the Art Deco glamour of the heritage architecture found around the area.&rdquo;

Louise is a change of tact for Samuel, who since being founded in 2009 by its current Managing Director Illan Samuel, have predominantly concentrated on the high-end boutique owner-occupier market.

Their last two projects have been Willow, just 14 apartments in Brighton, and most recently Edition in Toorak, on the dress circle Lansell Road, which has just three house-sized residences.

But they&#39;ve kept the same principles in Louise, focusing on the owner-occupier and creating spaces to be lived in.

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The opportunity arose when Samuel secured a block of 1950s flats, on a prized 1224&nbsp;sqm block, for $21 million last year.

Demolition of the flats is expected to commence this year, with construction to start in early 2023. The build is expected to take around two years.

It&#39;s&nbsp;a rare opportunity for buyers to get near the prestigious St Kilda Road precinct, and to buy into a project that while is a large building, isn&#39;t as high density as some of its neighbours.

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The building is in keeping with the surroundings for the first three levels to the podium, a red brick finish paying homage to the current streetscape

Samuel Property set to launch design-driven Melbourne apartments, Louise 

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Nine months down and heading into the home stretch of 2015, I feel like a lot of local developers are very much standing on the sidelines. They are just itching to get into the marketplace, but have either been the bridesmaid but never the bride in missing out on their desired sites, or are simply waiting for the market to cool down.

If you refer to yourself as a “developer”, you instinctively have trouble with the above two scenarios. You want to find that next project, but you can’t overpay. Surely the market is about to turn downwards. It has to!

The flow of money from Asia has to stop soon, it can’t keep going on like this forever! Maybe, but maybe not. No one has the magic property 8-ball.

Some have turned to selling existing sites (with or without permits) given how strongly the market has performed, while others have looked at sites interstate or further out from the Melbourne CBD, something they would have never originally considered. Whilst most would never admit it, they are now working to smaller profit margins.

Are there risks in the above? Absolutely. Flipping sites is never easy, and the profits can pale (as do the risks) in comparison to actually developing the end product. Investing in an interstate market can be fraught with obstacles, from using an unknown consultant team, misunderstanding local planning laws, and misjudging the end market based on a lack of local knowledge.

Working to a smaller profit margin also leaves one open to a correction in the marketplace from increased supply (or just a stalling of appetite) on end residential values or the mercy of builders/construction cost. If the margin gets too tight, that will trickle onto lenders viability to lend against the project, no matter how maybe boxes may be ticked to de-risk.

<h2>What other issues are we seeing?</h2>

Obtaining planning permits is getting more and more challenging to forecast from a time/cost perspective. Local councils in the middle or outer ring of Melbourne are struggling to keep up with applications and the ability to correctly vet them. Many are simply deemed too hard in unknown GR zoned land, and have refused to let VCAT make the decision.

I’d also suggest there are some political benefits in this approach given heavy local objector groups in some municipalities. In the inner city, the backlog with the Planning Minister is still significant from all reports. Is there a risk of a bottleneck, or Melbourne becoming just “too hard”?

We might find out if overseas developers don’t make repeat purchases, or a few local developers come unstuck working to lower margins.

Local buyers are also becoming more sophisticated in every respect. Where location has traditionally been “King”, a smart floor plan is now “Queen”; and buyers want both! A one bedroom apartment can be sized at 52 sqm with an outdoor area, but if the kitchen is stuck in a dark corridor or the living space is too narrow to accommodate a couch, coffee table, and TV unit, be prepared to be left with that stock at settlement unless heavily discounted or sold wholesale.

Developers really need to push architects to create usable spaces whilst balancing yield requirements. Too often a developer can get caught up with profitability, and that is of course important. But it is also important to realize an actual profit and not carry compromised stock. Your last stock sold is often your profit.

Also, selling apartments off the plan is more sophisticated than ever before, predominantly due to the quality of 3D renders which often reflect a kitchen or bathroom buyers might have been used to seeing in “The Block”. It’s great that the marketplace is pushing quality, but this comes at a cost.

I am certain buyers expect the finished product to look like the marketing render, regardless of how many “artist impression” disclaimers might appear in the bottom corner. Everyone loves putting in some feature joinery or a nice pendant, and it should also be in the apartment at settlement.

Do I still think there are opportunities in the marketplace? Without a doubt. Samuel Property have sold two development sites (one with and one without a permit) this year, two developments have been sold out off the plan, and we’ve purchased five other parcels for development. Property is supposed to be long term and safe, whilst the stock market is supposed to be fluid and liquid.

But in the current 2015 marketplace, I see some similarities. If you intend to be active, you need to be willing to be nimble, do your due diligence, act with conviction as you read the market, and be comfortable with the high risks associated with your project.

Whatever comes in 2016, it won’t be the same as 2015.

Illan Samuel is the Managing Director of <a href="http://www.samuel.com.au/">Samuel Property</a>.
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LittleGeneral

Don't just stand there, buy something!

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One of the major changes to planning during the term of the last Victorian Government was the implementation of <a href="/news/planning-minister-approves-new-residential-zones-in-39-victorian-lgas">new residential and commercial zones</a> right throughout <a href="/news/planning-minister-approves-new-residential-zones-in-39-victorian-lgas">metropolitan and regional areas</a>.

The new planning zones were designed to provide clarity to the community and also to developers in order for them to make investment decisions with a clear understanding of what can be built on the sites they purchase.

One developer which is working away in the General Residential and Residential Growth Zones is <a href="http://www.samuel.com.au/">Samuel Property</a>.

To date Samuel Property have begun development of two projects: Vela in Blackburn and Lennox Glen Iris. Apartments.com.au recently chatted with Illan Samuel who is head of the company and some interesting planning anecdotes came out of the conversation.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/lennox.jpg" rel="gallery-all" title="Lennox Glen Iris. © Samuel Property"><img alt="" class="image-article-full-width-580px" height="337" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/lennox.jpg?itok=XRuU3Ah1" title="Lennox Glen Iris. © Samuel Property" width="580"></a>

<figcaption>Lennox Glen Iris. © Samuel Property</figcaption></figure>Lennox, located at 25 Belmont Avenue North in Glen Iris, was initially targeted at the downsizer market and four weeks out from kicking off the marketing campaign for the project, a decision was made to switch direction and target young professionals.

All 20 apartments were sold in 4-5 weeks and it attracted “very much a hyper-local buyer pool - young people who were either renting or originally grew up in the area - and no offshore buyers” according to Samuel.

Illan Samuel told Apartments.com.au that development sites in side streets right near main strips are preferred; buyers like being close to the action but not directly on the main drag as it were. Lennox in Glen Iris and Vela in Blackburn fit this bill.

Take this <a href="http://planningschemes.dpcd.vic.gov.au/__data/assets/pdf_file/0007/194614/whitehorse02zn.pdf">map of zones</a> for the Blackburn area in Whitehorse, Vela Blackburn as seen in the render below is located at 4 Station Street, just off Whitehorse Road and right inside the <a href="http://planningschemes.dpcd.vic.gov.au/schemes/whitehorse/ordinance/32_07s03_whse.pdf">RGZ3</a> zone. Lennox in Glen Iris located at 25 Belmont Avenue North comes under <a href="http://planningschemes.dpcd.vic.gov.au/schemes/stonnington/ordinance/32_08s10_ston.pdf">GRZ10</a> according to <a href="http://planningschemes.dpcd.vic.gov.au/__data/assets/pdf_file/0007/191743/stonnington06zn.pdf">Stonnington zone maps</a> for Glen Iris.

<figure><a class="colorbox colorbox-insert-image" href="https://res.cloudinary.com/dz9xllyip/image/fetch/q_auto:good/https://s3-ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/pictures/article-images/apartments4.jpg" rel="gallery-all" title="Vela Blackburn. © Samuel Property"><img alt="" class="image-article-full-width-580px" height="330" src="/sites/urban.melbourne/files/styles/article_full_width_580px/public/pictures/article-images/apartments4.jpg?itok=7vqlzmIm" title="Vela Blackburn. © Samuel Property" width="580"></a>

<figcaption>Vela Blackburn. © Samuel Property</figcaption></figure>Vela in Blackburn, like Lennox in Glen Iris, has sold out of its 24 apartments and Illan told Apartments.com.au the sales campaign drew in a lot of local buyers.

As is the custom when Apartments.com.au asks developers about future plans, there was a lot of coyness, but Illan did tell us that a similar profile development - side street just off a main strip in RGZ or GRZ - is currently at planning in Glen Eira.

Vela in Blackburn is already under construction and Lennox Glen Iris is set to commence construction in October.

<h2>Comment</h2>

There is still, no doubt, scope to improve the planning zones further. For instance, encouraging (forcing?) councils to apply them to more areas in their LGA and experimenting with other "carrot or the stick" tools like density bonuses which might allow developers to build an extra level in exchange for affordable or social housing components in developments located in any General Residential or Residential Growth Zone.

Regardless, it is encouraging to see capital seek out these development opportunities and from early-adopter and entrepreneurial developers as well; as it is the little things, built in high volume, that are going to count over the long run if Melbourne is to reach the goal of diversifying its residential stock as we grow over the coming decades.

Lead image credit: Lennox Glen Iris location, <a href="http://www.lennoxgleniris.com.au/video">Samuel Property</a>.
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