Construction has commenced&nbsp;<a href="https://www.apartments.com.au/new-apartments/kew-palm-house-bellevue-hill-88-birriga-road-bellevue-hill-nsw-2023">Kew Palm House</a>, marking a significant milestone for the boutique Bellevue Hill apartment project on one of the suburb's best streets.

Developer <a href="https://www.apartments.com.au/developers/kew">KEW</a> recently hosted the traditional ground-breaking ceremony, joined by key project partners, officially turning the soil on what will become one of Bellevue Hill's most impressive new developments in one of&nbsp;Sydney’s most tightly held residential markets.

[smartcode_project:default project_id=133966 project_image_fid=352214]

Set across two low-rise buildings on the dress circle Birriga Road, Kew Palm House will deliver a mix of 16 two-, three-, and four-bedroom residences, including whole-floor homes and penthouses, responding to sustained demand from downsizers and owner-occupiers seeking high-quality apartment living without leaving the suburb.

The project occupies an amalgamated 3,000 sqm site bordering the Royal Sydney Golf Club, a rarity for new apartment development in <a href="https://www.apartments.com.au/developments/bellevue-hill-nsw-2023">Bellevue Hill</a>.

Architecture by Woods Bagot takes a townhome-inspired approach, with finely detailed façades and layered massing designed to sit comfortably within the established streetscape.

[smartcode_project:default project_id=133966 project_image_fid=352216]

The buildings are surrounded by landscaped gardens by <a href="https://www.apartments.com.au/landscape-architect/dangar-barin-smith">Dangar Barin Smith</a>, with communal pathways leading to a pool house and shared alfresco spaces intended to support a quieter, more residential form of apartment living.

Interiors will feature natural materials including travertine, stone and engineered timber, alongside V-ZUG kitchen appliances, with layouts prioritising generous proportions, privacy and indoor-outdoor connection.

Each residence has been designed to maximise natural light while maintaining separation from neighbouring homes.

[smartcode_project:default project_id=133966 project_image_fid=352222]

Kew Palm House forms part of KEW’s growing Eastern Suburbs portfolio under the Positive Investment Enterprise group. It follows the completion of Kew Bondi on Bondi Road, with Kew Hillcrest in Rose Bay also currently under construction. Palm House reflects the developer’s longer-term commitment to Bellevue Hill, where opportunities for new, design-led apartment projects remain limited.

Kew Palm House is targeting completion in late 2027, with construction to be delivered by Harvestland Construction. KEW also has Kew Hillcrest in Rose Bay under construction, just five luxury apartments near the beach.

[smartcode_project_cta:default project_id=133966]

Staff Writer

Construction commences at Kew Palm House in Bellevue Hill

Brisbane-based <a href="https://www.apartments.com.au/developers/spyre-group">Spyre Group</a> is continuing to bolster its impress SEQ development pipeline with one of its most ambitious projects to date.

The developer, led by Daniel Laruccia and Andrew Malouf, is planning just over 300 apartments across three towers on the prized beachfront side of Main Beach Parade in Main Beach.

The prized 3,344 sqm site at&nbsp;<a href="https://www.apartments.com.au/new-apartments/3640-main-beach-parade-main-beach-qld-4217">3640-3642 Main Beach Parade</a> also fronts Stafford and Montgomery Avenue and will offer street-level hospitality.

<img alt="3640 Main Beach Parade, MAIN BEACH QLD 4217" data-entity-type="file" data-entity-uuid="18bfcdb3-b958-4b20-a85b-c61e3dbf81b9" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Spyre%20DA%20pers.png?VersionId=QvGNOHg6KDoScJZw2nAkvbun0DT2gUn1" />

The project has been designed by New Zealand-based architecture firm Monk Mackenzie, whose scheme references the fluidity of coastal forces. The smallest tower will be 37 storeys, with the other two topping out at 41 storeys. The sculptural form intends to "resonate with the site's unique peninsular position between the Coral Sea and the Broadwater."

The southernmost tower will have just 59 four-bedroom apartments, above two food and drinks venues. Towers two and three, the tallest, will have 125 two- and three-bedroom apartments in each.

“The towers stand not in opposition to the dynamic coastal landscape, but in dialogue with it,” the architects wrote in their Design Report.

“Like tide posts embedded in sand, they register change. The movements of water, light, air, and human circulation gather and disperse around them”.

<img alt="3640 Main Beach Parade, MAIN BEACH QLD 4217" data-entity-type="file" data-entity-uuid="cb2f3eb7-c517-47e5-afc8-01685c658a82" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/spyre%20podium.png?VersionId=hYe0w7UBEVNY7LPcoK9PnO9myEGn_xES" />

The podiums of each tower will feature landscaped communal open spaces, pools, and active wellness zones with spas, saunas and gyms with outdoor areas, as well a cinema and dining spaces.

Spyre's application describes the site as “uniquely positioned” to accommodate such scale, noting its separation from other towers, underutilised status, and alignment with the Gold Coast’s Light Rail Urban Renewal overlay. The staging strategy allows the towers to be delivered independently. Before it's amalgamation to make it a larger site, Spyre had approved plans for MARI, a 19-storey building with 15 apartments

<img alt="3640 Main Beach Parade, MAIN BEACH QLD 4217" data-entity-type="file" data-entity-uuid="ef40ca57-1c77-4568-a8aa-91c742334bef" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/spyre%20amenities.png?VersionId=BcaHvU4UeLkabtNlqydmvkuTEyuYmpft" />

Spyre’s wide-ranging portfolio includes Watts &amp; Wright in Bulimba, Moray House in New Farm, and ARC Residences in Toowong, all of which are approaching completion. It also includes Hampden Ltd in Melbourne’s Bayside, marking the company’s first project in Victoria’s capital.

Spyre has previously achieved significant success on the Gold Coast, setting region-breaking records at Glass House by Spyre in Burleigh Heads, where apartments sold for $24 million and $24.54 million. Cala Dei in Coolangatta also sold out in record time.

Spyre will soon launch Echo by Spyre, a boutique development of just nine villas in Tugun.

Joel Robinson

Spyre's three-tower beachfront plans for Main Beach

IPM Property is progressing plans for its third development in Mona Vale in Sydney's Northern Beaches, and its latest will be the biggest yet.

IPM, led by Steven Sroba and Chris Webster, has filed a State Significant Development Application to the NSW Government's Housing Delivery Authority for 82 apartments on a prime 6,122 sqm site stretching across <a href="https://www.apartments.com.au/new-apartments/159-167-darley-street-west-mona-vale-nsw-2103">159-167 Darley Street West</a>, opposite Bayview Golf Course and just under 800m from Mona Vale town centre.

They've had <a href="https://www.apartments.com.au/architects/pbd-architects">PBD Architects</a> draw up the plans for the three-building development which will offer a mix of 26 two-bedroom units and 56 three-beds with interiors by <a href="https://www.apartments.com.au/interior-designers/mim-design">Mim Design</a>.

According to the Design Report by PBD, the built form "responds to the site’s natural fall, solar orientation, and established vegetation, creating a layered architectural expression that balances scale, materiality, and landscape”.

<img alt="159-167 Darley Street West, Mona Vale" data-entity-type="file" data-entity-uuid="44040ed2-13c6-4f18-8326-a51467cb8532" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Mona%20vale%20pers.png?VersionId=4H1gEiyyCX2yT_fYV6kAdWaaVlCttC6P" />

The proposal aims to maximise passive design outcomes, with the site’s northern orientation supporting solar access and cross-ventilation. Building footprints have been shaped to preserve high-retention trees and accommodate an overland flow path, which runs diagonally through the rear of the site.

The development includes several sustainability initiatives, such as full electrification, EV charging provisions, and generous communal open spaces integrated across the ground and rooftop levels. As outlined in the planning documents, the buildings have been stepped in both plan and elevation to reduce bulk and provide separation to adjacent dwellings, in line with the Apartment Design Guide and local controls.

The project site falls just within the 800-metre radius covered by the NSW Government’s Low and Mid-Rise Housing Reforms, which entered their second stage in February 2025. These reforms introduce specific planning controls that significantly increase the potential for medium-density housing growth within 800 metres of the Mona Vale town centre.

<img alt="159-167 Darley Street West, Mona Vale" data-entity-type="file" data-entity-uuid="5df61e6d-0696-4c1e-81c2-8d3535228878" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/site_9.png?VersionId=vWjI2oCZhAkCPKv4xMEVLdVNkn.keD6_" />

IPM has been active in the local market for several years. Its recent projects include Maya on Bungan Street near the town centre, a 33-apartment development completed in late 2024, and Iluka on beachfront Golf Avenue, a boutique project of just 14 apartments. Iluka set a local record in 2021 when a full-floor, three-bedroom apartment sold off the plan for $4.775 million.

Nearby in Palm Beach, IPM is also delivering Snappermans, a collection of just five luxury apartments designed by Koichi Takada Architects, located steps from Pittwater. The developer has also recently completed Como Coogee, a 20-apartment development on Carrington Road.

First look: IPM plans third Mona Vale project

With demand for high-quality family homes in the inner west continuing to rise, young families are increasingly turning to new forms of multi-generational living.

At <a href="https://www.apartments.com.au/buildings/ashbury-terraces-ashbury-165-171-milton-street-ashbury-nsw-2193">Ashbury Terraces</a>, Nikki Pham and Danny Lai are among the growing number of residents choosing the precinct for its space, design integrity and strong sense of community.

For Nikki and Danny, purchasing a three-storey terrace was about securing a long-term home for their young family. Having spent most of their lives in the inner west, they first discovered the project while it was under construction.

“We walked past and had a look during the build and instantly felt the vibe. It had everything we were looking for,” said Nikki.

A return to green, open spaces was a major drawcard after living closer to the CBD.

“We like going for walks, and here it feels like a mini oasis while still being central to everything we need,” she said.&nbsp;

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Inside, the couple were immediately drawn to the craftsmanship.&nbsp;

“I love the Calacatta marble and timber detailing. If I’d designed it myself, these are exactly the fittings and fixtures I would have picked,” Nikki said. “There’s actually very little I’d change.

“We’ve found the craftsmanship has been great and I believe the beautiful arches and curves, including on our stunning staircase, are all made by hand.”

Since moving in with their seven-month-old baby in mid-August, the family has been making the most of the amenities, especially the pool.&nbsp;

“We love using the shallow area with the baby. It’s great for kids, and the sunbeds are perfect when it’s not too hot,” Danny said.

[smartcode_project:default project_id=112253 project_image_fid=354939]

The home features kitchen, living and dining areas on the ground floor with courtyard access to the pool, two bedrooms and a study on the middle level, and a master suite on the top floor. The proximity to local parks, childcare, and schools also made it an easy choice.

Nikki has noticed the project is sparking interest from the extended families of new residents.&nbsp;

“Several of our neighbour’s parents have now bought here too. It’s ideal for multi-generational living because everyone has their own space but you’re still close by.”

<h2>A growing trend in the inner west</h2>

Aras Labutis, Head of Urban Transformations at <a href="https://www.apartments.com.au/developers/coronation-property">Coronation Property</a>, said families like Nikki and Danny’s reflect a broader shift.

“Ashbury Terraces was designed for families at different life stages who want to stay connected to the inner west, including multi-generational households," Labutis said.

"Some terraces even include lifts, which make them ideal for older residents who want to remain independent while living close to children or grandchildren."

[smartcode_project:default project_id=112253 project_image_fid=354936]

Recent ABS data shows around one in five Australian households is now multigenerational, following a 22 per cent rise in the five years to 2021.

“The demand we’re seeing aligns with broader national data showing ongoing growth in multi-generational living as families look for practical, long-term solutions in well-connected suburbs.”

<h2>Milton Estate launches as the precinct’s next chapter</h2>

Following this strong response, Coronation is now registering expressions of interest for Milton Estate, the next evolution of the precinct. Strong sales and sustained interest in family-focused inner west homes have underpinned the decision to bring this next stage to market sooner than anticipated.&nbsp;

[smartcode_project:default project_id=112253 project_image_fid=358839]

The new collection continues the same design principles, quality materials, heritage sensitivity and family-focused layouts, and its launch reflects demand from both local buyers and extended families who want to remain part of the growing community at Ashbury Terraces.

<h2>A new neighbourhood taking shape</h2>

Designed by award-winning architects <a href="https://www.apartments.com.au/architects/sjb-architects">SJB</a>, and brought to life with landscaping by <a href="https://www.apartments.com.au/landscape-architect/360-degrees-landscape">360 Degrees</a>, Ashbury Terraces comprises 136 residences across five low-rise buildings, supported by amenities including a pool, gym and landscaped communal spaces.

For Nikki and Danny, it already feels like a place to grow for years to come.

“We’ve found great childcare nearby, and Ashbury Primary and Trinity Grammar are within easy reach. There are other excellent public and private school options too,” Nikki said.

“It’s hard to find something like this in the Inner West,” she added. “It’s certainly unique in <a href="https://www.apartments.com.au/developments/ashbury-nsw-2193">Ashbury</a>. We’ve got everything we need here and it already feels like home.”

[smartcode_project_cta:default project_id=112253]

Ashbury Terraces proves a perfect fit for growing families and multi-generational living

An exclusive collection of luxury Sky Homes featuring sweeping water views, each with their own private rooftop terrace and marina berth, are part of the latest release at Lewis Land’s visionary <a href="https://www.apartments.com.au/new-apartments/harbour-shores-biggera-waters-564-oxley-drive-biggera-waters-qld-4216">Harbour Shores</a> masterplanned community.&nbsp;

The Sky Homes, which sit within the Signature Collection, have been designed by&nbsp;<a href="https://www.apartments.com.au/architects/bda-architecture">BDA Architecture</a>&nbsp;and&nbsp;feature contemporary light-filled coastal interiors, accented by natural textures of timber and stone. The homes range from 282 sqm to 367sqm and offer three bedrooms, three bathrooms, multiple living zones, three car parks, large private balconies, and their own rooftop terraces. &nbsp;

[smartcode_project:default project_id=113271 project_image_fid=359204]

<a href="https://www.apartments.com.au/developers/lewis-land-group">Lewis Land</a> Head of Development Michael Long said the three double-storey Sky Homes occupying the &nbsp;upper levels of The Waterline apartment building formed part of the masterplan’s Signature Collection of &nbsp;luxury residences. &nbsp;

“The exclusive Sky Homes are more than penthouses, they are double-storey homes featuring expansive living spaces and outdoor terraces,” Mr Long said.&nbsp;

“Located on levels five and six of The Waterline, each Sky Home includes its own private marina berth with direct Broadwater access and carefully curated high-end finishes throughout.”&nbsp;

&nbsp;

[smartcode_project:default project_id=113271 project_image_fid=359206]

The launch of The Signature Collection coincides with the milestone topping out of The Waterline, the first of three residential collections being delivered in the first stage of Harbour Shores.&nbsp;

Residents will also have access to a private pool and other resident-only amenities including a large &nbsp;lagoon pool, social clubhouse, tennis court, gym, yoga and sauna facilities. &nbsp;

Prices for the Sky Homes start from $3.65 million. &nbsp;

&nbsp;

[smartcode_project:default project_id=113271 project_image_fid=290031]

The Signature Collection also features The Residences, an exclusive release of six premium waterfront villas, positioned directly on the 1.2km waterfront boardwalk.&nbsp;

The Residences offer more than 350 sqm of contemporary living with premium finishes throughout and &nbsp;dining spaces that flow seamlessly to the outdoor entertaining area on the ground floor. Each have their own private plunge pool overlooking the water, and a private marina berth.

All villas include two secure car parks and residents have access to the extensive amenities within the broader precinct. Prices start from $3.05 million. &nbsp;

[smartcode_project:default project_id=113271 project_image_fid=290030]

Harbour Shores is a resort-style community focused on lifestyle and wellness where neighbourhoods &nbsp;are connected by extensive landscaping, green spaces and pedestrian networks, including a 1.2- kilometre waterfront boardwalk.&nbsp;

Boasting a 6 Star Green Star Communities V1.1 rating, the highest level of sustainability of any project &nbsp;on the Gold Coast, Harbour Shores will deliver more than 2,000 homes over the next decade.&nbsp;

Colliers is marketing Harbour Shores, and has seen significant demand from local owner-occupiers.

[smartcode_project_cta:default project_id=113271]

Lewis Land unveils Harbour Shores’ double-storey sky homes with private marina berths

Property Disruptor

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The Agency is seeking shareholder approval to pay fees owed to its consultants, including its external PR firm, by issuing further equity in the cash-strapped publicly listed company. 
The Agency - whose backdoor listing began as the Namibian Cooper mining company from the west - seeks to pay over $700,000 in fees owed to consultants.
The proposed fees-to-equity conversion will be put to shareholders at a September 23 meeting.
It follows a $5.6 million equity raising in July along with an agreement with some creditors to convert $5.8 million in debt to new equity.
The Agency seeks approval to pay its Perth-based public relations firm Chapter One Advisors through shares, covering a near $50,000 media relations bill.
The proposal is to issue up to 769,231 shares to Assert Corporate &amp; Investor Relations Pty Ltd Trading as “Chapter One Advisors."
Chapter One Advisors managing director David Tasker, The Agency's media spokesman, told The Australian Financial Review it was "reasonably common" for suppliers to take payment through equity in the company.
He said it was a sign these suppliers wanted to back the company and ultimately believed the share price would go up in the long term.
The Agency also seeks to pay about $16,000 to consultant Robert Brierley; $65,000 to solicitor Torq Murray and $100,000 to Sydney-based corporate advisory firm Transocean Group. 
<img src="https://www.urban.com.au/images/2019/9/3/Shares%20-%20The%20Agency%202.JPG" alt=""> 
It is proposed 11 million new shares will be issued at 6.5¢ for these consultants, just above the last closing price of 6.4¢.
The proposed fees-to-equity conversion is among 24 resolutions that will be put to shareholders to assist the agency gets through its cash-strapped expansionary phase that comes soon after its listing and rapid expansion strategy.
The issuance of new options are also proposed:
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Shares in the The Agency have fallen since peaking at 31.9¢ in September last year following a share consolidation.
The group has a market cap of just  under $8 million. 
The proposed fees-to-equity conversion is among the 24 resolutions to be put to shareholders at a general meeting on September 23.
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Yesterday The Agency reported a <a href="/news/the-agency-reports-bigger-loss-and-announces-2-8-million-cost-cutting">loss for the financial year and announced $2.8 million worth of cost cutting measures</a>.
The accounts were unaudited.
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jchancellor-FAypfDUnLy

The Agency shareholders asked to issue shares to pay $50,000 PR fees

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University of Sydney Business School associate professor Jamie Alcock said it was unfortunate Purplebricks had folded in Australia.
“I don’t think it was bound to fail, it was a market ripe for disruption,” Mr Alcock told Domain.
 “The [real estate agent] commissions in Australia are very high by international standards.
“There is a lot of money to be made. 
"It’s not a hugely complex task to sell residential property; a lot of it could theoretically be disrupted through some technological revolution or a new business model.
“When you see large fees and there are no huge technical skills or qualifications required, it’s disruptable.”
The DIY selling platform, forsalebyowner.com.au has offered to hire all 105 Purplebricks agents and migrate their 1400 listings to its online platform for free, after the British-based firm announced its intention to exit Australia this week.
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j.ballantyne1990-6AQqhLzZaK

Australian real estate maket ripe for disruption: Sydney University professor

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The Top Level acquisition by The Agency, a real estate agency from the West, won't now take place until 2019.
The latest update in the long running saga came Friday when The Agency Group Australia advised shareholders that the settlement date to buy the Bondi Beach-based McGrath Rebels has been extended to 11 January 2019.
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The company will also be extending the closing date of the offer under the prospectus dated 20 November, issue date of securities under the prospectus, settlement of the acquisition of all of the shares on issue in Top Level Real Estate Pty Ltd and closing date of the cleansing offer under the prospectus to be amended to 4 January 2019.
It is two years ago that Top Level was launched with the backing of mortgage broker John Kolena, and Ausnet, a then little-known real estate practice out of Perth since 2006 called The Agency which offer a range of Ausnet financial services.
Top Level has been operating under licence to The Agency Group during the extended delayed period while under offer.
Ausnet came to list on the Australian Securities Exchange via the ASX-listed Namibian Copper Limited, a base metals exploration company previously focusing on Namibia, Africa. 
The Agency, formerly Namibian Cooper/Ausnet, is now trading at 1 cent. 
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The Agency Group Australia also advised shareholders that the ASX had granted the company a waiver from ASX Listing Rule 14.7 to the extent necessary to permit the company to issue 6,160,000 shares to John Kolenda, up to 10,000,000 shares to John Kolenda, 833,333 shares to Paul Niardone and 333,333 options exercisable at $0.30 on or before that date which is 3 years from the date of issue to Adam Davey as approved by the company’s shareholders at the general meeting held in November 2018.
 
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McGrath Rebels acquisition by The Agency pushed back into 2019

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Property Connect CEO Darren Patterson has said property in Australia is "right for disruption" in an interview on the Finance News Network earlier this month.
Patterson was talking about LiveOffer, the technology which allows potential tenants to make an online offer on a rental property.
Property Connect are also moving into doing online auctions for property sales, as well as planning to add a mortgage origination service.
Patterson told <a href="https://www.finnewsnetwork.com.au/" target="_blank">Finance News Network</a>'s Rachael Jones that property technology is very fragmented in Australia and other markets.
"We believe we’ve got the solution that can add value and we can extrapolate from," Patterson said.
"The market is controlled by agents that operate in a franchise model. The two dominant portals take a lot of value out of that chain. And we believe that marketplaces that provide transparency, real time transactional services, will provide value for landlords, renters, vendors and purchasers in that space.
"We believe that marketplaces that provide transparency, real time transactional services, will provide value for landlords, renters, vendors and purchasers in that space."
Patterson said much of the technology is built, but hasn't been implemented for all property types.
"We’re ahead of plan, we recently did a placement, our technology platform on the rental side is built. The auction piece we just recently announced is ahead of plan as well, we’re now in licensing and commercialisation phase," Patterson advised.
The new online rental auction platform is designed to provide transparency and a seamless process, for both the landlord, the tenant and the property manager.
"The tenant, or prospective tenant, can actually control their move-in day, the term of the lease and the amount they want to offer per week," Patterson suggested.
"Sometimes you see tenants turn up to highly sought after properties and there maybe 10/15 people. This gives them a full view and transparency as to where their offer is, in the market. And it allows the property manager to effectively communicate with the landlord, and decide who’s the optimum tenant for the property."
Patterson said they're about to move into providing construction development finance and residential mortgages, something he says they believe will help facilitate the entire property transaction.
Property Connect are targeting the transient markets where renters move between states frequently.
"We see that emerging in Australia, particularly as developers look to build, to let and develop property funds.
"We see that in high-density areas like Hong Kong, Singapore and the Middle East. And we’re rolling out a lightweight sales model, which is focused around licensing in those markets with partners."
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Property Connect Holdings CEO explains why LiveOffer is going to make waves

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LJ Hooker’s intended DIY property selling platform Settl, while launching the 88-year-old company into a new tech era, is already having a disruptive internal impact before it starts, with fears there will be undercutting of the commissions of its loyal sales agents.
The yet to be launched online <a href="https://settl.com.au" target="_blank">Settl </a>platform, which had been timed to commence in the second quarter of 2017, but seems delayed, or even on the back burner, will encourage vendors to sell their homes by themselves for a low fixed fee, in an response to property disruptors such as Purplebricks and buyMyplace.com.au.
Property Observer gleans it will on launch adopt the logo "Pay less, Settle for more."
Purplebricks, buyMyplace and forsalebyowner are all slowly growing their share of the Australian property market due to their low-cost, fixed-fee model.
Settl will include the pricing option of assistance of a Settl estate agent if the vendor wishes to have assistance with open-for-inspections and auctions. 
LJ Hooker’s Settl will be run as a stand-alone entity although seemingly directed by the network's current leadership team who have faced franchisees who've threatened to depart.
Settl has been in research and development by LJX-Lab for the past 20 months.
Settl is led by an expert tech-startup team including players from pioneering tech-giants Uber, Atlassian, Freelancer and Airtasker.
Headhunters Mitchelake have closed applications to find its chief executive who has been tasked with leading "an aggressive business/market development strategy in Australia."
A landing page, while unconfirmed, suggests it is a "smart, nimbler real estate service."
The hybrid model will be scaled up in partnership with LJ Hooker’s own network to cater to the new consumer.
Settl is part of LJ Hooker’s $100 million digital transformation. 
The real estate agency, founded by Sir Leslie Hooker in 1928 and still part owned by grandson Janusz Hooker, is in the midst of a transformation. Earlier this year LJ Hooker's CEO Grant Harrod unexpectedly resigned after the company scrapped plans to list on the ASX.
The most recent development has been that of former Aussie Home Loans CEO Stephen Porges joining in an advisory role, although market chatter points to him becoming the next chief executive following the departure of Harrod.
Earlier this year, LJ Hooker scrapped its IPO as real estate franchise businesses came under pressure from a deterioration in property listings and the threat of technologies.
Chairman Janusz Hooker has likened the launch of Settl to when Qantas created low-cost carrier Jetstar to service a different market segment.
"These will be two brands – LJ Hooker and Settl – serving two distinct customers," Hooker told The Australian Financial Review recently.
Hooker said Settl would cater to the needs of millennials and "digital natives" who wanted to "pay less and do more themselves".
But the traditional, commission-based model is not going anywhere, he stressed. Usually, commissions vary from 1.5 percent to 2.5 percent of the selling price.
"Part of the market still wants to fly Qantas, but there's a new market that wants to fly Jetstar. We're creating a new market – it's not a zero sum game. The launch of hybrid real estate businesses has increased the size of the market," he said.
Pricing for Settl has not yet been revealed, but is expected to be competitive compared with other DIY platforms.
L Janusz Hooker said Australia is on the cusp of a wave of property innovation.
“We have been closely monitoring global trends for several years, and have seen new models gain momentum in overseas markets like the UK.
"Settl will open up this new market in Australia, giving digital-natives the choice and control they want,” he said. 
"In Australia, this segment is estimated to only be a few percent of today’s market, however it could grow up to 10 percent by 2025."
Mr Hooker commented that Australia was a unique market with its own distinct circumstances - "and we’ve seen time and time again that standardised overseas models are not overly successful here." 
“We see the ongoing human value added from agents a critical part of real estate services into the future. To ensure customer satisfaction, Settl’s unique hybrid “online to offline” model aligns the agent 100 percent with the vendor’s result.”
Josh Rowe, CEO of property price prediction app realAs.com, has welcomed the new LJ Hooker venture.
"A company that is not prepared to cannibalise their own business to meet customers' changing needs will eventually fail," Rowe told the AFR.
"Netflix was originally a DVD mail order business with 20 million users at its peak. Now as a streaming service it has 99 million users," he said.
"Perhaps LJ Hooker is the Netflix of real estate in Australia."
Graeme Hyde and Bryan Weir are heading the venture, with oversight by Esther Selvanayagam, the financial chief since February 2017. 
Hyde is the exisiting network chief having joined the real estate industry in 1995 after 15 years in television and radio. He joined the LJ Hooker network in 2001 when he took over the LJ Hooker office in Port Macquarie and was inducted into the Captains Club in his second year with the network and Multimillion Dollar Chapter in his third year. 
Bryan Weir joined the board of LJ Hooker in 2014 after 35 years of corporate and business experience including time at Freeholds and Macquarie Bank.
Weir is keenly involved in the sport of rowing, being the President of Mosman Rowing Club from 2004 until 2009.
Earlier this month they watched as their Mosman-based LJ Hooker Lower North Shore group joined the Ray White network in a shock defection.
LJ Hooker Lower North Shore has been operating for 60 years and employs more than 50 people.
It has been run by the same directors for the last 20 years.
LJ Hooker Lower North Shore directors Richard Harding, Geoff Smith and Bernard Ryan are to undertake the re-brand, seeing the potential for expansion across the region from their already large footprint. Since Property Observer previously reported LJ Hooker agents jumping ship to Ray White, LJH has advertised in print publications for their replacement.
Agents across the group and industry have expressed concern at the LJH Settl initiative saying "flat fees aren't the answer."
"We have an over supply of agents, and the value is being lost as a seller when agents operate just as a tour guide at the opens.
"Agents should be looked at as an investment in the sale," one agent said adding Settl "just creates more opportunity for crappy agents."
 
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