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.

[smartcode_project:default project_id=136442 project_image_fid=355216]

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.

[smartcode_project:default project_id=136442 project_image_fid=277075]

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."

[smartcode_project_cta:default project_id=136442]

Joel Robinson

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.

[smartcode_project:default project_id=145042 project_image_fid=355147]

<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.

[smartcode_project:default project_id=145042 project_image_fid=355139]

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.

[smartcode_project_cta:default project_id=145042]

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

The sheer scale of the two skyscrapers at <a href="https://www.apartments.com.au/new-apartments/victoria-albert-broadbeach-20-albert-avenue-broadbeach-qld-4218">Victoria &amp; Albert</a>, soaring 40 and 64 storeys above the heart of Broadbeach, was always destined to deliver some of the highest and most luxurious apartments ever built in the suburb.

Now, builder-developer <a href="https://www.apartments.com.au/developers/iris-capital">Iris Capital</a> has unveiled the Horizon Collection, a selection of residences with the largest floorplans and most commanding views in the towers. The three-bedroom apartments, starting from $4.64 million, include butler’s pantries, multi-purpose rooms, and, in some layouts, master retreats with private sitting areas.

[smartcode_project:default project_id=107928 project_image_fid=3944]

The most prestigious apartments in the Horizon Collection are the sub-penthouses and penthouses. The two sub-penthouses on the 38th level of the Albert Tower are priced at $8.85 million.

Each features three bedrooms, a study, and a flexible multi-purpose room with a sliding partition that allows half the space to function as a games room.

The open-plan kitchen, living, and dining area, complete with a butler’s kitchen and private wine cellar, flows onto a full-width balcony framing panoramic coastal views.

[smartcode_project:default project_id=107928 project_image_fid=3943]

There is now just one sub-penthouse for sale on the 62nd level of the Victoria Tower, with one already secured by an expat owner-occupier. The remaining sub-penthouse, priced at $8.95 million, offers four bedrooms and a wraparound balcony that captures panoramic views up and down the Coast. vistas from every angle.

Crowning each tower is a full-floor penthouse offering multiple expansive indoor and outdoor living and entertaining spaces. Atop the Victoria building is Oceania, which measures over 735 sqm of living space, and Kurrara atop the Albert Tower, which is almost 800 sqm. They each have four bedrooms, including a master and guest suites, a full 360-degree panorama of the Gold Coast, and all the bells and whistles expected of a luxury penthouse. They are priced from a little over $18 million.

“Every detail, every finish has been thoughtfully considered to imbue the penthouses with the ultimate sense of luxury,” says Susan Rossi, Director of Interior Design at <a href="https://www.apartments.com.au/architects/dbi">DBI</a>, who led both the architecture and interiors for V&amp;A. “We shaped these skyhomes to embody the spirit of Gold Coast luxury.”

[smartcode_project:default project_id=107928 project_image_fid=234091]

Victoria &amp; Albert, colloquially known as V&amp;A, is the flagship Gold Coast development by the Sydney-based Iris Capital. Led by developer and hotelier Sam Arnaout, Iris Capital acquired the landmark Niecon Plaza site in 2021. At the time, Arnaout described the company’s expansion into Queensland as a strategic move to capitalise on one of Australia’s strongest growth markets.

“We were initially looking to expand into Victoria, but the massive migration to the regions that followed the pandemic created a new dynamic across the Australian market,” Arnaout said.

“From a strategic point of view, Queensland — and the Gold Coast in particular — is the perfect fit for our business. The fundamentals here are strong: genuine employment growth, high net migration, and an undersupply of apartments driven by strong demand. The Gold Coast has matured into a thriving, progressive regional city with a fantastic future.”

[smartcode_project:default project_id=107928 project_image_fid=234097]

Across its two towers, V&amp;A will deliver 425 luxury apartments, supported by a suite of resort-style resident amenities. These include a subtropical podium featuring a 25-metre lap pool, gym, yoga deck, residents’ lounge, kids’ play area, zen garden, and barbecue terraces with outdoor dining spaces.

<a href="https://www.apartments.com.au/project-marketer/colliers">Colliers</a> Queensland Director David Higgins, who has managed sales at V&amp;A since its 2021 launch, says the project has set a new benchmark for Broadbeach’s luxury apartment market. Colliers Queensland Director David Higgins, who has managed sales at V&amp;A since its 2021 launch, says the project has set a new benchmark for Broadbeach’s luxury apartment market.

“The premium market has definitely spoken, with V&amp;A having now reached over half a billion dollars in presales since our launch,” Higgins says, adding that over 65 per cent of V&amp;A is now sold.

“Our buyers continue to validate the success of the Victoria &amp; Albert development vision and the luxury amenity that comes along with their apartment purchase. Of course, Broadbeach’s most walkable location, just 100m from the Broadbeach surfing beach, makes this luxury apartment a compelling addition to your real estate portfolio.”

Last year, Iris Capital brought construction in-house through its new arm, Iris Built. Completion of the 40-level Albert Tower is scheduled for late 2027, with the 64-level Victoria Tower, the taller of the two, expected to follow in mid-2028.

[smartcode_project_cta:default project_id=107928]

Victoria & Albert’s Horizon Collection takes Broadbeach living to new heights

Marketing

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Given the impact of technology on our everyday life it’s not surprising that any list of the world’s top brands is tech dominated.
If you own a smartphone you might well interact with one of these brands as the first and last thing you do every day, as you check the time or check your emails. As you might already have guessed currently the world’s number one brand is Apple, followed by Microsoft, Google, Coca Cola and IBM, it’s the tech brands that dominate the top 50 brands.
Ikea is the highest ranked brand that could be related to homemaking, however the value of a successful brand is an important part of property marketing. One reason is that as more of us continue to live in cities we are also looking to secure our identity, and where we live is central to this. The branding of suburbs, apartment buildings, housing estates, different states and right on to brand Australia, all of these tie into the essence of our marketing and as a marketing tool and part of the sales path, this topic deserves a lot attention.
House Names to Brand Australia
Perhaps the most common property related brand would be the name given to individual houses, this has been a long tradition in many countries including Australia. While house names might have originally helped the postman deliver the mail, they are a popular part of our residential history.
It does appear, and perhaps not surprisingly, that Australian house names are often associated with the sea, or at least an association with being near to or having a view of water. Some of the more obvious examples include Driftwood, Bay Cottage, Lakeview, Seaview, Waterfront and Seacrest, and at least a few of these have been recycled as names and brands for apartment blocks. I am sure we have all at least seen more than one Seaview or Waterfront apartment project name!
House names and terrace row names are really living history and add interest and colour to many an inner-city suburb across Australia. Then as far as real estate is concerned we have brand Australia itself.
Brand Australia has some both familiar, and some lofty aspirations and these include core values like: friendly people, an attractive natural environment, resources, quality lifestyle, sunny, confident, creative, outward looking and talented, grand and impressive!
In a very matter-of-fact but interesting way, many of these same values are the very attributes that attract offshore buyers to our country and our local property market. Such brand values are almost priceless but they do underscore beyond the dollars and bricks and mortar why we are such a popular market with offshore buyers.
Creating Brand Value
Brands aim to create a personality, brand awareness and it’s an ongoing and complex task. I am not an expert, here my aim is to acknowledge how important brands are in project marketing. For the actual success of projects, in the eyes and mind-set of buyers, for developers and for the marketing agents, we all benefit and can I suggest need strong brands, and this also extends to personal brands. In today’s world a personal brand is no longer something just for a handful of personalities.
I think it’s useful if we tick off some of the key ways any brand is created and sustained. Firstly there is a need to create energy around the process and the wide participation of all team members. Creativity is not something you can buy in a bottle or a neat package, that’s why team involvement in particular with a major project is a good idea. While there has to be a lead taken, to avoid an endless round of likes and dislikes, involving the project team never does any harm and is usually positive.
There are also some well-regarded measures for how the success of a brand is measured and this includes longevity, a brand that is easy to remember, is unique, keeps things fresh, reflects passion and must have consistency.
For buyers there might also be another test. If you happen to live in a block of 100 or 200 apartments you want the brand to be well regarded, in particular that’s important when it comes time to sell.
I Can’t Imagine Living Anywhere Else!
If every buyer we have dealt with was happy to say these words, then in every respect we have doubtless created a building or a new estate with a great brand.
When thinking about a residential project brand, one aim is to create and build the project’s reputation, to humanise the brand and encourage a strong word of mouth connection.
While there are graphic and design considerations, the appeal of a brand should also aim to reinforce key aspects of a project’s lifestyle. Inspiration can come from how potential residents might interact with the environment, for example by having a morning ritual or relaxing at or near home.
The creation of a strong brand that reflects all of the key aspects of a project can have considerable appeal and will also aid social media and can directly help create more web traffic. For larger, longer-term projects this sort of brand awareness has big up-side advantages.
There is also strong synergy between individual project brands and the brand qualities of the developer because the two are intertwined. Strong brand values for any developer will pay off handsomely as they help sustain off-the-plan sales, where the buyer’s trust in the end product is important.
Buyers, the future residents of a building or an estate are not only attracted by brands that represent the height of fashion, the core idea is to create ownership of the project in the most positive light. The brand can also then galvanise and give focus to all aspects of the project.
Gentrification A Good Example
Looking for a good example we need to look no further than how clever branding has been used to re-cast the gentrification of many former industrial areas on the fringe of many of our capital cities.
In areas like Sydney’s south-east entire groups of suburbs have been ‘re-branded’ with a great mix of residential, commercial and social infrastructure and innovative building design to create very desirable areas. The combination of facilities has been important in building the brand in these areas, and new shops, cafes and even supermarkets with extended trading have all played their part. This process of gentrification is perhaps one of the best examples I could use to show the power of brands in our field.
Peter Chittenden is managing director for residential of Colliers International. He can be contacted <a href="https://www.projectagenda.com.au/" target="_blank">here</a>.
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pchittenden-eLqUUC8TWW

The role of brands in marketing projects: Peter Chittenden

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I was invited to speak at a recent property event in Singapore. I was booked and ready to go – and then pulled out when it became clear it wasn’t a research-based seminar for investors but an event designed to flog Brisbane off the plan units to Asian buyers in an oversupplied market. 
The event organisers wanted to censor my presentation, eliminating any information deemed unfavourable to the selling objective – particularly the vacancy rate figures.
Vacancy rate data is unflattering for central Brisbane – and is set to get considerably worse, given the high level of new supply in the construction pipeline. The Brisbane inner-city unit market is one of the locations I warn about in my No Go Zones report.
Marketing companies who are earning big money selling inner-city Brisbane units to unsuspecting foreign investors have been putting a politician’s spin on the situation – with some even claiming the city isn’t building enough apartments.
A research paper published by Matusik Property Insights puts those claims into perspective. It confirms that Brisbane’s inner-city areas already have high vacancies and the city is making matters worse by building too many new rental properties.
According to the Matusik report, the highest vacancies are all in the inner-city and near-city suburbs, headed by 6% in upmarket Ascot/Hamilton and 4.6% in the CBD/Spring Hill precinct.
The lowest vacancy rates in the Brisbane City Council region, between 1.5% and 2%, are all in the outer reaches of the municipality.
Overall, says Matusik, the Brisbane LGA has about 155,000 rental properties, of which an estimated 4,600 are vacant. This makes the city's overall vacancy rate about 3%, up from 2.5% a year ago. 
“The vacancy rate is rising and Brisbane is already adding more new rental properties than is required,” the report says. “This trend is likely to accelerate as more new rental dwellings are built across the city.”
The number of Brisbane rental properties has increased by 3,725 over the past 12 months. The current rate of rental supply in Brisbane is growing at twice the rate than is needed. Two thirds of this new rental supply is apartments and a further 30% is in townhouses. 
“Apartments now dominate the rental market in Brisbane, with a 45% market share. Houses come in second with 38%, followed by townhouses with 11%.”
The average vacancy rate across inner Brisbane is 3.6%, compared to 3.1% in the middle-ring suburbs and 2.4% in the outer suburbs. 
“Typically, a rental market is tight (rents rising) if the vacancy rate is under 2%,” the report says. “Between 2% and 3% represents a balanced market and over 3% suggests oversupply. 
“An increasing number of locations in Brisbane, typically the inner-city postcodes, already have rental vacancy rates over 3%. And new rental supply, especially new apartments, is snowballing across Brisbane. 
“Brisbane is unlikely to see much in the way of generic rental growth for some time to come.”
Brisbane is not alone. The No Go Zones report also warns about the inner-city apartment markets in Melbourne, Perth and Darwin, while noting that the Gold Coast is hurtling towards another boom-bust scenario.
TERRY RYDER is the founder of <a href="https://www.hotspotting.com.au/">hotspotting.com.au</a>. You can <a href="mailto:%20&lt;script%20type='text/javascript'&gt;%20/n%20&lt;/script&gt;&lt;script%20type='text/javascript'&gt;%20%20&lt;/script&gt;This%20email%20address%20is%20being%20protected%20from%20spambots.%20You%20need%20JavaScript%20enabled%20to%20view%20it.%20&lt;script%20type='text/javascript'&gt;%20%20&lt;/script&gt;">email him</a> or follow him on <a href="https://twitter.com/hotspotting">Twitter</a>.
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terryryder-YECXbqmri2

Brisbane inner-city vacancy rate to get considerably worse: Terry Ryder

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Want to list your business online for free and get user reviews as well?
Log on to Wealthify.com.au. The site allows financial services providers to create a free listing for their business. Consumers can then search these listings for brokers and advisers as well as read or post reviews.
Darren Moffatt, founder of Seniors First mortgage brokerage and online marketing agency WebBuzz, is the site’s creator, reports Australian Broker. 
“The listings on the site are indexed by Google and because we use our digital marketing expertise to promote the site, it is becoming highly visible on the search engine. For example, if a consumer searches for a mortgage broker in the Blue Mountains they will find one of our listings,” he told Australian Broker.
“In addition to that, consumers can use the site to leave reviews – and reviews are really, really powerful in the online space. If a broker creates their own listing and sends an email out to their clients to leave a review on the site, what they will find is that the listings that have reviews will appear much higher in the Google results.”
Users can also upgrade to Wealthify premium options starting at $49 a month. 
In addition, the site has a marketing hub where brokers and advisers can purchase search engine optimisation packages and social media management packages through the online shop.  
Moffatt said the idea behind Wealthify was to help financial services providers with their online footprint. 
“The overriding thing was we wanted a place for brokers to promote their business and get marketing help online. Equally, we wanted an opportunity and a place for consumers to come and find brokers or financial service providers and be able to have a say about any good operators they might find.”
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prateek24-ezbwHMbNAk

Wealthify.com.au allows brokers to list and market their business for free, mostly

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<div>Contrary to some industry guru claims, offline marketing is far from dead, Riti Verma the founder and president of the US based <a href="https://www.rankmyagent.com/" target="_blank">RankMyAgent</a> suggests.</div>
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"Although the search to buy and sell real estate has largely moved online, reaching out to potential clients in the real world creates a sense of trust and connection that simply can’t be duplicated digitally," she recently blogged.
Even mailings and postcards were great for getting agent brand in front of homeowners.
"One reason is that most people deal with a lot less physical mail — even direct mail — than they do emails and online advertisements.'
"There’s no denying the fact that the internet is the most powerful marketing mechanism today. 
"It makes it easier for real estate agents to get in touch with a wider market of prospective clients than anything else we’ve ever known." 
She suggested all good estate agents must have social media platforms such as Facebook, LinkedIn and Twitter to assist in connecting with target markets for listing purposes.
She said two out of three sellers, before choosing a real estate professional to work with, research potential agents extensively online first. 
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jchancellor-FAypfDUnLy

New and old world marketing remains key to agent success

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Savills Australia is marketing two showrooms occupied by national retailer, The Good Guys at Fountain Gate Super Centre in Melbourne’s outer east. 
The property is expected to fetch more than $7.25 million when offers close June 17.
The property at 48-50 Victor Crescent, Narre Warren, comprises showrooms 12 &amp; 13, totaling 2350 square metres.
Savills Australia industrial director Chris Jones says the property offers a secure income stream with a long established tenant of 15 years .
It comes with a ten year lease to Sheedy-Muirs Pty Ltd (The Good Guys) at a current net income of $561,605 per annum
"The property is part of a well-established showroom precinct including Snooze, Amart Sports Barbecues Galore, Ray’s Outdoors and Spotlight, which is located directly adjacent to a Bunnings Warehouse and the Fountain Gate Shopping Centre, the Monash Freeway, and Narre Warren-Cranbourne Road.
"The key driver for the co-location of such a plethora of national brand retailers has been the surrounding residential catchment in the City of Casey, one of Victoria’s fastest growing municipalities,’’ Mr Jones said.
Chris Jones said showroom properties had been popular with investors this year including the recent sales of a showroom in Epping which sold for circa $6 million on a 6.5% yield and a showroom at 1085-1087 Western Highway, Ravenhall which sold for $5.25 million on a 6.9% yield. 
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Savills selling Good Guys, Fountain Gate

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I was recently tagged on an article that did the rounds on LinkedIn. The article proposed the notion that professionals in the financial sector are fearful of being ostracised by developers. More to the point, John Collett of the Sydney Morning Herald wrotes “The brokers fear that they will be ostracised by developers if they go public…”.
Perhaps I’m totally misunderstanding the writer’s point and the genesis of the brokers’ fears. Have I missed something altogether? Let’s discuss.
I don’t disregard what Collett writes and I’m glad to accept that there is one more voice crying foul-play when it comes to overinflated commissions and the financial sector being induced to participate. I am however, bemused that none of Collett’s interviewees or article subjects, shed any light into the simple truth that selling real estate without a license is against the law.
If the single and only notion is that “the brokers fear that they will be ostracised by developers if they go public” then I believe the financial sector has totally missed the required need to be a “licensed real estate agent” to sell real estate.
For over 4-5 years I have been writing about the need to have Real Estate Commissions disclosed by one form or another. I have tracked over the last decade how “Marketing Fees” have moved from 4% to an alarming 10% value off the sale price of a property in the new construction sector. The average or typical real estate agent’s commission on a sale is 2%. In an overly heated market, these fees are added to the end values of the properties, which in turn only add more fuel to the property bubble.
Hopefully, we will soon hear the voice of the consumer crying foul-play, as the properties that were marketed by the financial sector and brought through SMSF property investment schemes, lose value.
We already have hints of such concerns, as new properties in mining-town sub divisions which were notoriously preferred by these schemes are now losing value due to high vacancy.
Soon enough and on the agenda, will be high rise apartments in capital cities and in particular projects that are still under construction. Presently there are properties being sold for $360,000, with "marketing fees" reflecting 10% or in real terms $35,000.
Huge losses incurred by the investors may be the trigger or the catalyst for the regulators to take more assertive action. These are actions that will hinder the sale of property by spruikers and marketing companies that don’t hold real estate licenses.
Nonetheless, it won’t stop most. However, if commissions were disclosed the consumer stands a better chance at discerning what is good value or not. Don't you think?
How this is allowed to happen and why is this so prevalent is no real secret. As to the how? It all comes down to one word. Replace the word “commission” with “marketing” and the fee payable need not be disclosed and anyone can sell real estate.
As to the why; the exaggerated fees are readily passed on to “property marketers and spruikers” mainly involved in the financial sector, all because they have an immense amount of influence over the purchaser. The spruikers assist with the decision making and place high recommendations on the development/project. This in turn allows the developer to inflate the price of the property to make room for the 8-10 percent commissions, sorry I meant “marketing fees”.
Again, please enlighten me, why brokers should fear developers? They get a commission under their job description as pointed out by Jan Kirstein and that is mortgage brokering. However, even Kirstein only refers to “something going wrong” as the main reason and conflict of interest, should things go pear shaped. Again, there is no mention of the need for a license. Leave the sale of real estate and reasonable commissions to the licensed real estate agents, is my suggestion.
At this point I ask, where are the Real Estate Institutes on this topic? I first raised this very issue and the need for agents to be protected against spruikers tainting the industry, over 4-5 years ago.
The financial industry was encroaching in our territory even before the “property boom” hit town. And before it was fashionable to set up SMSF schemes to buy property. Or better still, before they learned to by-pass the real estate agent and go direct to the source, the developers.
The further demise of the real estate industry and in this arena where simple regulations can also protect the consumer, is not due to lack of education on the part of the agents. We know very well not to make any reference to any financial gain, assertions about return on investment and capital gains. But, it seems clear that the financial sector are not well versed on who can sell real estate, legally that is.
One of the key rules I share with my friends and family, when it comes to being offered property by spruikers, accountants or mortgage brokers is; if they refer you to new property, then it’s just not worth the risk. If they in turn, refer you to a buyer’s-agent to help you find something other than new or off-the-plan, it would make more sense. However never avoid doing your own research. Nor underestimate, the power of simply calling a local agent in the area to ask what comparable properties are selling for and they don't need to be new.
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