When the site launched in 2013, it was one of the largest mixed-use projects at the time, however, very few people came into the area to live in apartments. They traditionally considered apartment living as a compromise, and Woolooware Bay was at the more affordable, less desirable end of residential price-points.

As such, the buyer pool was shallow and very selective. We needed to turn the tide of opinion and take apartment living to enticing new heights.

In order to pre-empt any unforeseen circumstances, we needed to plan in detail upfront the most likely scenarios, with a plan in place to successfully navigate them through.

Instilling local support was also crucial. ‘The Shire’ locals love their Sharks, so revitalising the Leagues club was key, as was maintaining harmony by supporting the joint venture.

In 2015, Woodhill were given the responsibility to sell the site to a developer who met the Inglis family’s requirements for the maximum price.

THE CHALLENGE

Situated in Sydney’s eastern suburbs, the site was expensive. Its history also caused tension. The market was weak, and the product had to be priced well-above average.
In order to achieve maximum success, Peter and his team spent two years assisting the group of architects to determine the mix, sizes, building interactions, and staging. We also assisted with the designs to ensure there was enough market spread of size, price, and layouts to capture a wide audience.

Our Stage 1 launch outperformed its strategy goals on both the price and velocity of residential sales.

Time spent up front will always achieve a better result than time spent on market. With this in mind, we adhere to two areas of significant importance:

Determine the buyer profile – who they are, where are they, how to get in touch, how to convert a cold call into a transaction.

Socialisation – sending the message out to profiled buyers with a story crafted to underscore that this is an opportunity too good to miss.

We sold Bob and Blanche’s Northbridge Family home $500,000 above expectation, with the buyer found via direct call to his mobile while sailing the Caribbean.

In addition, we sold their CBD apartment and purchased a new Sydney CBD apartment – sourced off-market, exactly on brief.

To collaborate with Cbus Property and select the most luxurious tower whose classic, iconic form will appeal to the high-net-worth population from all over the world.

With Sydney’s super-premium apartment market in ten-year supply, apartments above $10 million aren’t in short demand. To rise above the competition and attract high-net-worth buyers from around the globe, every detail in 111 Castlereagh Street must be extraordinary.

With its central location, the site was amalgamated with the intention of creating a unique office building. However, a two-year marketing campaign (in the middle of a financial crisis) to secure a commercial tenant had proved unsuccessful.  

The launch date was November 2013. The goal was achieved, and construction completed in November 2018. York & George was born.