Fresh off completing Pienza Neutral Bay, developer <a href="https://www.apartments.com.au/developers/central-element">Central Element</a> is preparing its next move in the coveted Lower North Shore suburb.&nbsp;

Central Element (CE) has lodged plans for an eight-storey apartment building at <a href="https://www.apartments.com.au/new-apartments/54-64-barry-street-neutral-bay-nsw-2089">54–64 Barry Street</a>, a 1,659 sqm site just south of Military Road and the Neutral Bay town centre.

The $52 million development will involve the demolition of four detached homes across four lots to deliver 45 apartments, including eight affordable housing units to be managed by Bridge Housing. The mix will comprise six one-bedroom apartments, 24 two-beds, and 15 three-beds. The apartments will sit above three basement levels with 62 car parking spaces and 50 bicycle spaces.

<a href="https://www.apartments.com.au/architects/mhn-design-union">MHN Design Union</a> (MHNDU) has returned as architect following its work on Pienza, again shaping a mid-rise form with a clear street presence. The design features a lower four-storey podium element that responds to surrounding context, with upper levels recessed to reduce perceived bulk. Communal open space is proposed both at ground level and on the rooftop, the latter including an outdoor kitchen and swimming pool.

“The building has been designed with a lower four-storey element and with building materials commensurate with the character of the area,” Beam Planning noted in its submission to the North Sydney Council.

<img alt="Barry Street, Neutral Bay Nsw 2089" data-entity-type="file" data-entity-uuid="3a28ab3a-b8ba-4476-81cd-e4a8bb84f3a7" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Barry-Street-Neutral-Bay-1327x742.png?VersionId=hlgvxszAWXIHgHtdR5HiwIKiSli2lLZV" />

Bridge Housing will manage the affordable units for a period of 15 years, as required under the Housing SEPP’s incentive provisions.

MHNDU’s design report further highlights the site's strategic location just 250 metres from key bus stops and 1.3 kilometres from North Sydney CBD, positioning it for transit-accessible housing supply. In their planning justification, the design team emphasised the site’s compatibility with emerging local character and scale.

Central Element has a solid apartment pipeline spread all over Sydney. They recently completed&nbsp;Pienza, 37 apartments just 500 metres away from the new project, and are currently building Ethos Chatswood, Ballamac House in Coogee, and Bianca on the harbour in Drummoyne.

They have plans for future projects in Mosman, Bondi Beach, Greenwich, Lavender Bay, along with a tower on the edge of Hyde Park.

Joel Robinson

First look: Central Element unveils second Neutral Bay apartment project

Real estate investment fund Wentworth Wentworth Equities is soon to launch a "Los Angeles-inspired" residential, leisure and lifestyle precinct in Brisbane’s Hamilton riverside ahead of the predicted Olympic-led population explosion for the city.

Drawing its style inspiration and name from Los Angeles’ renowned The Grove, <a href="https://www.apartments.com.au/new-apartments/hamilton-grove-19-hercules-street-hamilton-qld-4007">Hamilton Grove</a> will feature three residential towers and a vibrant street-level public precinct with curated luxury lifestyle, retail and dining offerings.

The first of the three towers, to launch in March 2026, will comprise 61 apartments, in the same building as a premium hotel.<img alt="Hamilton Grove" data-entity-type="file" data-entity-uuid="d227fe61-8392-45b7-b386-9133f29a249f" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-01-19%20at%209.10.56%E2%80%AFAM.png?VersionId=HTCV35HZ4h84jQCmHwhsdIPN0ctO5d7Z" />

Wentworth Equities Executive Chairman Sameh Ibrahim said the precinct will be unique in its appeal to both residents and the wider community.

“Hamilton is already one of Brisbane’s most sought-after riverside suburbs and for good reason,” Ibrahim said.

“Where else in the world can you walk out of your front door and have everything you could possibly need at your fingertips? The city is just around the corner, the airport is only ten minutes away, you have the river and green spaces right there and premium retail and dining on your doorstep."

Wentworth Equities acquired the 7637 sqm Hercules St site in 2014, when Ibrahim said he had a "very clear vision" for the precinct, but ultimately it wasn't the right time to develop. He said Hamilton was still very much an "emerging precinct."

“Since then, Hamilton and surrounding suburbs like Ascot and Albion have significantly grown and matured into a precinct that aligns with our vision for Hamilton Grove. Brisbane as a whole has so much to offer in the way of lifestyle appeal, but as it stands it is so widespread – you go to Howard Smith Wharves for fine dining, you go to James Street for shopping, you go to West End to walk along the river – but what if you could go to Hamilton Grove for everything?

“Our vision is a precinct that brings together the best of Brisbane into one central space abundant with culture, class and culinary experience – a place that a lucky few will get to call home, but the rest of Brisbane still get to explore and experience at their leisure.”

<img alt="Hamilton Grove" data-entity-type="file" data-entity-uuid="46550990-8aeb-44d4-bb47-150cdca96529" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-01-19%20at%209.10.50%E2%80%AFAM.png?VersionId=bmCkApPKY_Bj3z02Q8vI7Kyo_caJXOnv" />

Experienced civil engineering contractor Mainland Civil has been appointed to commence early works for the project, adding Hamilton Grove to their extensive portfolio where it will join other iconic Brisbane developments including Queens Wharf, 300 George Street, Infinity Tower and 1 William Street.

Construction on Tower One is scheduled to commence in early 2026 with completion expected in late 2028.

Fast Facts 
 
• Three residential towers and a vibrant street-level public precinct with curated luxury lifestyle, retail and dining offerings. 
• Construction on Tower One is expected to commence in Quarter One 2026, with completion expected in late 2028. 
• 7,637 square metre site at 19 Hercules St, Hamilton (part of Economic Development Queensland’s 304 hectare Northshore Hamilton Priority Development Area). 
• 61 waterfront residences and skyhomes in the first tower, ranging from two to five bedrooms. 
• Hamiton Grove will be officially launched in March 2026.

"LA-inspired" Hamilton Grove to launch on Brisbane riverside

There’s a quiet patch of <a href="https://www.apartments.com.au/developments/hawthorn-vic-3122">Hawthorn</a>, between the bustle of Glenferrie Road and the curve of the Yarra, that rarely sees change, and even more rarely, new apartments. But that’s exactly where <a href="https://www.apartments.com.au/developers/pomeroy-pacific-quattro-corp">PQD</a> is planting Kooyongkoot: a deliberate, 18-residence answer to the question of what downsizers actually want.

“This is something this pocket of Hawthorn has never seen before,” says Fil Gacesa, head of sales at PQD. “<a href="https://www.apartments.com.au/new-apartments/kooyongkoot-hawthorn-1-kooyongkoot-road-hawthorn-vic-3122">Kooyongkoot</a> will deliver just 18 large-scale apartments in the heart of Hawthorn. It is the true definition of resort-style living.”

<iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen="" frameborder="0" height="315" referrerpolicy="strict-origin-when-cross-origin" src="https://www.youtube.com/embed/59D7VxzltmM?si=1iCzRD7FRneKryfv" title="YouTube video player" width="560"></iframe>

That scale is central to the story. It’s what allows for two dedicated lift cores, short corridors, and a generous lightcourt that draws natural ventilation and sunlight into every residence. It’s also what makes room for the sort of amenity usually confined to high-density towers: a fully equipped wellness centre with infrared and traditional saunas, yoga and pilates studio, cold therapy shower, and treatment room. There’s a golf simulator, car and dog wash stations, and extensive storage too, not bolted on, but baked in from the start.

But more than the checklist, it’s the design intent that carries weight. “This project has been many years in the making,” says Mark Pomeroy, Director of PQD. “Not just in planning, but in listening, to what our buyers and the local community are looking for”.

[smartcode_project:default project_id=102717 project_image_fid=355289]

That listening shows up in the materials, oak floors, natural stone, V-ZUG appliances, and in how space is handled. Penthouses feature private rooftop terraces with pools. Terraces and garden residences embrace outdoor connection. Inside, the layouts skew large and open, geared for hosting, not just housing.

Architecturally, <a href="https://www.apartments.com.au/architects/cera-stribley-architects">Cera Stribley</a>’s approach is grounded. There’s no reaching for spectacle here. Instead, the building offers a sculptural calm, anchored by landscaping from Eckersley Garden Architecture.&nbsp;

“We wanted to create spaces that feel expansive, serene, and meaningfully connected to daily life,” said founding partner Chris Stribley elsewhere.

[smartcode_project:default project_id=102717 project_image_fid=355304]

That sentiment, calm, connection, echoes in the location itself. Kooyongkoot sits just a short stroll from Central Gardens, Fairview Park, and the Rivoli Cinema. Tram lines and schools are close, but the street is tucked, quiet, and leaf-lined.&nbsp;

“Residents of Kooyongkoot will be a short stroll from Fairview Park, Central Gardens, and the Glenferrie Road retail strip," Gacesa notes, "but you're also cocooned in this peaceful pocket behind extensive landscaping by Eckersley Garden Architecture.”

Kooyongkoot is set for completion in late 2026.

[smartcode_project_cta:default project_id=102717]

Staff Writer

The project that said no to compromise: Inside Kooyongkoot, Hawthorn

When long-time Ivanhoe locals Graeme and Catherine, decided it was time to downsize, they weren’t necessarily in a rush.&nbsp;

Like many in their stage of life, they had started thinking about apartment living, but anticipated making the shift in two to three years.

That timeline changed when they visited <a href="https://www.urban.com.au/new-apartments/candela-ivanhoe-40-upper-heidelberg-road-ivanhoe">Candela</a>, a new boutique development by <a href="https://www.urban.com.au/developers/salter-brothers">Salter Brothers</a>. The project ticked all the boxes they were looking for: location, quality design, and long-term lifestyle benefits, which prompted them to bring their decision forward.

“It was the right place at the right time,” they said. “We knew immediately it ticked all the boxes, and we didn’t want to wait.”

[smartcode_project:default project_id=342 project_image_fid=358855]

Their decision to downsize was driven by a combination of practical needs and lifestyle considerations. Their existing home, while much loved, had become increasingly difficult to maintain. It spanned multiple levels, included extensive front and back gardens, and was starting to show the wear that comes with age.&nbsp;

They were looking for a more manageable lifestyle, one with less upkeep and more freedom. A brand-new apartment with no maintenance requirements and the ability to simply “lock up and leave” gave them peace of mind and a greater sense of control over their future.

Financially, the purchase made sense as well. The available stamp duty savings, strong price-to-value offering, and timing of the settlement suited their plans, making the transition smoother and more cost-effective. The apartment's design and inclusions further supported their choice.

[smartcode_project:default project_id=342 project_image_fid=357493]

The layout was both functional and flexible: three bedrooms, a butler’s pantry, a separate laundry, and a large open-plan living area. It gave them the freedom to host a family, accommodate guests, or set up a home office. The expansive balcony and elevated views added to the appeal, providing a sense of openness and connection to the outdoors.

“It just had a really good flow,” Catherine noted, something they found lacking in many other apartments they’d considered, particularly in the established market.

Candela’s boutique scale was another deciding factor. With a smaller number of residences and a top-floor penthouse position, the couple felt the development offered the privacy and space they were looking for, without feeling isolated.

“We liked that it wasn’t a huge development. It felt well-balanced, modern but still with a sense of community, not overwhelming,” they said.

[smartcode_project:default project_id=342 project_image_fid=357508]

Equally important was the ability to remain in Ivanhoe, a suburb they know well and have deep roots in. After 46 years in the area, proximity to local parks, shops, and familiar faces mattered just as much as the apartment itself.

“We didn’t want to give up the community we’ve known for decades. Candela allowed us to upgrade our lifestyle while staying in the place we call home.”

With a Walk Score of 90, the village location supports a convenient, connected lifestyle. <a href="https://www.apartments.com.au/developments/ivanhoe-vic-3079">Ivanhoe</a> Station is just a eight-minute walk away, and the neighbourhood offers access to parks, cafes, restaurants, and schools along Upper Heidelberg Road, all within easy reach.

Beyond the apartment, the couple also saw value in the broader vision for Candela, one that integrates residential living with public spaces and local amenities.&nbsp;

The development introduces 58 new apartments as well as a mix of commercial and social spaces that integrate contemporary architecture with the suburb’s existing character.&nbsp;

At ground level, residents will find a charming café and a lifestyle wellness centre, perfect for unwinding and rejuvenating. Meanwhile, the rooftop garden offers a stunning vantage point for residents to enjoy breathtaking sunsets, host gatherings, or enjoy barbecues with family and friends. It's not just a place to live; it's a vibrant community where every moment is an opportunity to connect and create lasting memories.

[smartcode_project_cta:default project_id=342]

Why Ivanhoe locals are choosing to downsize to Candela

Mark and Roy Makari are expanding their presence in Sydney’s South West with a second major proposal for Leppington, this time envisioning a 900-dwelling mixed-use development just 850 metres from their previously lodged tower trio on Fifth Avenue.

Project management and construction management firm Creative Vision filed the plans for the&nbsp;multi-building project at <a href="https://www.apartments.com.au/new-apartments/230-rickard-road-leppington-nsw-2179">230 Rickard Road, Leppington</a>. The proposal seeks to establish a new focal point for the precinct through a high-density, transit-oriented development supported by diverse land uses.

According to the Scoping Report prepared for the Department of Planning, the scheme includes around 900 apartments across multiple towers, including 135 dwellings designated for affordable housing. A mix of market and subsidised apartments will be supported by ground-level activation through retail and office space, a childcare centre, and a hotel, forming a comprehensive urban precinct.

<img alt="Mixed Use Development 230 Rickard Rd Leppington" data-entity-type="file" data-entity-uuid="34797362-f3dc-4d84-8235-2657fc5f3bde" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Plan.png?VersionId=Uzckrz9tUpDQl5lX1_WMhjnv16bsr8wG" />

The Design Report by <a href="https://www.apartments.com.au/architects/studiosc-0">Studio SC</a> notes that the project “intends to deliver a high-quality, high-density built form that supports the vision for the Leppington Town Centre, integrating mixed-use outcomes and public domain upgrades.” The development is expected to be delivered in stages, although a precise timeline is yet to be confirmed.

The project will be assessed through a future State Significant Development Application, with the Scoping Report indicating the team will seek design excellence via a competitive process or through an expert design review panel. Early massing diagrams suggest a series of mid- to high-rise buildings framing a central landscaped spine, with emphasis on pedestrian permeability and public space.

The planning documentation flags a strong sustainability agenda, stating that the development will “respond to the urban heat island effect, incorporate water sensitive urban design, and prioritise active transport”.

<img alt="Mixed Use Development 230 Rickard Rd Leppington" data-entity-type="file" data-entity-uuid="369d7b54-1279-4cde-88ec-dcb215594414" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Podium_1.png?VersionId=QArL7B2kkLt63vl5xvL0FNV_ardAlez4" />

The proposal follows in the footsteps of the Makaris’ nearby Fifth Avenue site, where they’ve submitted plans for three towers comprising nearly 500 apartments, with 10 per cent dedicated to affordable housing. That project features commercial podiums, a childcare centre, and a new public park that would occupy more than a third of the site.

Both developments are situated within walking distance of Leppington Train Station and fall under strategic precinct plans promoting higher density housing. The town centre is undergoing substantial transformation, driven by state government planning reforms aimed at fast-tracking housing delivery.

Together, the two projects represent a combined ambition of nearly 1,400 new homes across just under two kilometres of central Leppington.

First look: 900-home mixed-use precinct planned for Leppington

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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