Strategic Campaign Brief

366–422 Abbotsford Street

North Melbourne VIC 3051

Prepared for MAB

2026

Sales & Marketing Strategy

Abbotsford
Street.

Path to sell-out by completion —
53 townhomes in North Melbourne.

53
Townhomes
3051
North Melbourne
Contents

A clear path,
section by section.

01 About BPG
1.1Opening LetterA note from Blair 1.2About BlairWho we are 1.3LeadershipYour project team 1.4Track RecordRecent results
02 Market Review
2.1North Melbourne Review3051 market snapshot 2.2ComparablesCurrent benchmarks
03 Project Overview
3.1Sales & Marketing StrategyOverall approach 3.2Campaign StrategyPhased rollout 3.3Marketing BudgetInvestment summary 3.4Display Suite & StagingOn-site experience 3.5EDM & LetterboxDirect engagement
04 BPG Services
4.1Sales ProcessBuyer journey 4.2TechnologyStoryFlow · Amplio · Live Reporting · Campaign Connect
05 Project Pricing
5.1PricingRecommended structure
06 Fees
6.1FeesCommercial terms
01

About BPG

Letter from the Director · About BPG · Leadership · Track Record

Foreword

Letter from our
Director.

Our focus is simple: challenge the traditional, and deliver better results.

As a challenger brand, we rethink how property is marketed, how buyers connect with homes, and how developers bring projects to life.

While the usual names rely on what's worked before, we focus on what works now. Our approach is agile, creative, and built for today's market — not yesterday's.

We bring fresh thinking, innovative strategy, and a drive to deliver better outcomes in a space often defined by sameness.

What We Offer

With deep experience across boutique and mid to large apartment and townhome design-led projects, Blair Property Group will deliver:

  • •Targeted Marketing: A multi-channel strategy showcasing 366–422 Abbotsford Street's unique design and lifestyle appeal.
  • •Buyer-Centric Sales: Personalised, high-touch engagement tailored to today's informed and discerning buyers.
  • •Data-Led Refinement: Real-time insights used to continuously optimise campaign performance and conversion.

We're confident in our ability to drive a successful and collaborative sell-through of 366–422 Abbotsford Street, North Melbourne.

Thanks for considering our proposal — we look forward to the opportunity to work together.

Darren Blair
Director
Darren Blair, Director
01

About Blair
Property Group.

BPG is a full-service project marketing team focused on delivering standout results across sales, digital, media and marketing, powered through the best technology available.

Thinking
Differently.

We are innovators at heart — driven to break new ground with bold, creative ideas powered by the latest technological advancements. Just because something has always been done a certain way doesn't mean it can't be done better.

Challenge the
Status Quo.

We collaborate with developers committed to the extraordinary. Rather than a standard, one-size-fits-all approach, we partner only with those who share our vision and seek to set new benchmarks.

Delivering on
Our Promises.

Our experienced team is committed to results. With passion and precision, we stay proactive at every stage — working tirelessly to maximise revenue and profitability for each project.

Collaborative
Experiences.

We excel in customer service, creating memorable experiences at every stage. For developer partners, we deliver intelligent strategies, platforms, and automation — dashboards, databases, and reporting.

Team

Team
Profiles.

The team behind 366–422 Abbotsford Street — bringing together sales leadership, marketing strategy and project delivery for MAB.

Blair Property Group team
Darren Blair
Director

Darren is a sales and marketing leader with 14+ years across real estate, tech, and creative sectors. As Principal of Blair Property Group, he leads standout project marketing campaigns and served on UDIA Victoria's Urban Renewal Committee.

Alexis Edmunds
Sales Director

With 25+ years in property sales, Alexis is Sales Director at Blair Property Group. Formerly with Mirvac and Stockland, she led top-performing teams on landmark projects and brings deep expertise and a client-first approach to every development.

Elia Mazor
Marketing Director

Elia has held a range of marketing roles across the real estate sector, from off-the-plan to established sales. After 7 years in NYC with a top sales team, he now leads digital, email, content and lead-gen strategies to drive results across every channel.

Matisse Bracken
Sales Associate

Matisse brings a strong, well-rounded background across proptech sales and property management. She has built a successful career working with leading platforms and agencies, giving her a sharp commercial instinct and a genuine understanding of what buyers and owners actually value.

“
The best way to predict the future is to create it.
— Alan Kay
Track Record

Our projects
& portfolio

A snapshot of current BPG campaigns with availability

A focused portfolio of low- and medium-density residential — with a deep specialisation in boutique townhome communities across Melbourne's inner and middle ring. Selected current projects below.

Selling now
Townhome focus
LOUISE - Melbourne
LOUISE
Melbourne
Smith by Valli - Collingwood
SMITH BY VALLI
Collingwood
Milli - Brighton East
MILLI
Brighton East
Verde - Southbank
VERDE
Southbank
Burnley Maltings
BURNLEY MALTINGS
Hali - Dromana
HALI
Dromana
Eastbury - Wheelers Hill
EASTBURY
Wheelers Hill
Como Terraces - South Yarra
COMO TERRACES
South Yarra
Chapter - Ashburton
Only 2 left
CHAPTER
Ashburton
Saint David
SAINT DAVID
Fitzroy
Adamson No.5 - Brighton
ADAMSON NO.5
Brighton
Avery - Glen Iris
AVERY
Glen Iris
80 May St by M3 Group
80 MAY ST BY M3 GROUP
1 Epstein Street, Reservoir
1 EPSTEIN STREET
Reservoir
14 Miranda Road, Reservoir
14 MIRANDA ROAD
Reservoir
64 Thackeray Road, Reservoir
64 THACKERAY ROAD
Reservoir
65 St Vigeons Road, Reservoir
65 ST VIGEONS ROAD
Reservoir
327 High Street, Ashburton
327 HIGH STREET
Ashburton
87 Rathcown Road, Reservoir
87 RATHCOWN ROAD
Reservoir
Sold Out
1 Dorrington Avenue, Reservoir
Sold Out
1 DORRINGTON AVENUE
Reservoir
106 Miranda Road, Reservoir
Sold Out
106 MIRANDA ROAD
Reservoir
48 Dumbarton Street, Reservoir
Sold Out
48 DUMBARTON STREET
Reservoir
48 Dundee Street, Reservoir
Sold Out
48 DUNDEE STREET
Reservoir
69 Hickford Street, Reservoir
Sold Out
69 HICKFORD STREET
Reservoir
158 Purinuan Road, Reservoir
Sold Out
158 PURINUAN ROAD
Reservoir
23 Sussex St, Preston
Sold Out
23 SUSSEX ST
Preston
3 Furzer St, Preston
Sold Out
3 FURZER ST
Preston
35 Banff St by M3 Group
Sold Out
35 BANFF ST BY M3 GROUP
82 Purinuan Rd by M3 Group
Sold Out
82 PURINUAN RD BY M3 GROUP
Early, Sandringham
Sold Out
EARLY
Sandringham
Live availability sourced from Pricelio.
02

Market Review

North Melbourne Market · Comparable Evidence

Market Review

North Melbourne
at a glance

Melbourne City — Greater Region · VIC 3051

A snapshot of the North Melbourne house market — median price, twelve-month growth and a five-year price trend. Figures sourced from publicly available market data and refreshed monthly through campaign.

House price guide
Buy Rent Houses ▾
Median price snapshot for houses
Median price
$1,315,000
June 2025 – May 2026
Past 12 month growth
Up 2.3%
↑
Year on year
5 year median price trend
$1.425m $1.33m $1.235m $1.14m JUN '21 JUN '22 JUN '23 JUN '24 JUN '25
Demand drivers
  • →Inner-city professionals priced out of established freestanding stock
  • →Downsizers from Parkville, Carlton North and Brunswick seeking lock-and-leave format
  • →Couples and small families wanting walkable inner-city lifestyle without apartment compromise
  • →Proximity to CBD, Royal Park, hospital precinct and University of Melbourne
Supply context
  • →Limited new townhome product in 3051 at this scale
  • →Competing projects largely apartment-led
  • →Established homes tightly held — low turnover across the precinct
  • →Median up 2.3% YoY — steady growth against broader Melbourne softness
Comparable Evidence

Strong fundamentals.
Clear pricing runway.

North Melbourne's medium-density townhome market is performing on tight stock, deep owner-occupier demand and a buyer pool that has shown — repeatedly — they will pay for design-led product in this postcode. The recent sales evidence below frames the pricing runway for 366–422 Abbotsford Street and confirms the opportunity to position the project just under the premium boutique benchmarks already established in 3051.

$1.6M – $2.65M
Active townhome range · 3051

Boutique 3–4 bed townhomes across Chapman, Queensberry, Haines and Provost Streets — confirming depth of buyer at the upper-middle band.

75%+
Owner-occupier driven

Downsizers from Parkville, Carlton North and Brunswick continue to dominate enquiry — values held firm through the rate cycle.

Just under
Premium positioning

Position 366–422 Abbotsford as the considered alternative — design parity, sharper entry — to capture the broadest qualified buyer pool.

Recent comparable sales & listings.

Six current North Melbourne 3051 townhome benchmarks. Read together, they bracket the achievable range and inform a release strategy that sits a clear step below the premium offerings in the building.

70C Chapman Street, North Melbourne
70C Chapman Street
4 bed · 3 bath · 3 car · 329m² · Townhouse
$2,650,000
Top of market benchmark — sets the premium ceiling we position under.
6/687-689 Queensberry Street, North Melbourne
6/687–689 Queensberry Street
3 bed · 2 bath · 1 car · Townhouse
$1,782,000
Boutique infill — direct comparable for mid-tier 3-bed releases.
687-689 Queensberry Street, North Melbourne
687–689 Queensberry Street
3 bed · 2 bath · 1 car · Townhouse
$1,782,000 – $1,858,000
Architect-led range pricing confirms appetite for design-forward 3-bed product.
2/68-72 Chapman Street, North Melbourne
2/68–72 Chapman Street
4 bed · 3 bath · 2 car · 181m² · Townhouse
$1,750,000 – $1,850,000
Closest like-for-like on size and bedroom count — anchors the 4-bed band.
9 Provost Street, North Melbourne
9 Provost Street Under Offer
3 bed · 2 bath · 1 car · Townhouse
$1,695,000 – $1,750,000
Transacted quickly — proof of depth in the sub-$1.8M 3-bed pocket.
14 Haines Street, North Melbourne
14 Haines Street Under Offer
4 bed · 3 bath · 1 car · Townhouse
$1,599,000
Sharpest 4-bed evidence — the entry-band reference we sit above on design and address.
Strategic read-through

The 3051 townhome market is clearing between $1.6M and $2.65M. The premium ceiling is already established; the depth of buyer sits in the $1.75M – $2.0M band. 366–422 Abbotsford Street should be calibrated to lead this band with a product that mirrors the premium architectural language of the building, but releases at a clear step below the marquee residences — capturing the broadest qualified buyer pool while protecting the value of the premium stock above.

03

Project Overview

Project & Product · Sales & Marketing

Project and Product

A purple cow
moment for 3051.

Great design alone won't sell 53 townhomes in this market — buyers want a clear, defensible reason to choose. Below is our recommended platform of inclusions and design considerations that position 366–422 Abbotsford Street as the standout owner-occupier proposition in North Melbourne. These are the talking points the campaign can lead with, the features that justify the price, and the things competitors won't have.

366–422 Abbotsford Street streetscape render
Streetscape render · indicative
The proposition

Design-led, future-proofed, and unmistakably North Melbourne.

A considered architectural response — robust brick base, recessive upper forms, generous private outdoor — paired with a layered inclusions package that anticipates how buyers will actually live in these homes for the next 10–15 years. The intent is simple: when a buyer walks two doors down to 14 Haines, the answer to "why this one?" writes itself.

EV ready·7-star+ targeted·Solar enabled·Smart & secure
Site fit

53 homes, dropped onto the block.

Aerial of the 366–422 Abbotsford Street site Site plan overlaid on aerial
366–422 Abbotsford St · 53 dwellings · indicative siting

Toggle between the aerial, the proposed site plan, or blend the two to see how the scheme sits on the block.

Product Mix

Diversity, not duplication.

Introducing 2-bedroom options creates an accessible entry price point while broadening buyer reach. 4-bedroom configurations are rarely offered in this pocket and unlock demand from families seeking space without leaving the area — all while protecting a strong price position.

DB
Darren Blair
Director, Blair Property Group

Inclusions for consideration.

A shortlist of the high-impact, story-worthy inclusions we'd workshop with MAB to define the project's USPs and unlock premium pricing without overcapitalising.

EV Ready
Every garage, every home.

Pre-cabled EV charging point in every garage as standard. A small build-cost line that removes a major future-buyer objection and tells a clean sustainability story.

Solar & Battery
Lower bills, day one.

Rooftop PV with battery-ready inverter to every dwelling. Materially reduces running costs — a number we can quote in the campaign and at the contract table.

Sustainability
7-star+ NatHERS.

Double-glazing, high-performance insulation, all-electric kitchens and reverse-cycle zoned HVAC. Aligned with where regulation — and buyer expectation — is heading.

Smart & Secure
Smart-home + CCTV.

Smart locks, video intercom, perimeter CCTV to common areas, and a base smart-home hub. Speaks directly to downsizer and young-family buyer priorities.

Wellness & Air
Healthier homes.

Low-VOC finishes, HRV/MVHR-ready ducting, water filtration to kitchen. Quiet, simple upgrades that elevate the daily living experience without showy spend.

Storage & Lifestyle
Built for real life.

Generous walk-in robes, integrated mudroom/drop zones, dedicated bike & cargo storage. The unglamorous detail that converts the second inspection.

Landscape
Mature, day one.

Advanced tree planting, deep-soil verges and a curated common-realm landscape strategy — a defining first impression at handover, not in five years' time.

Warranty & Trust
10-year MAB promise.

Extended structural warranty backed by MAB's 30-year delivery record. A trust signal that out-positions speculative builders working the same buyer pool.

Project and Product · Target Market

Who actually
buys at Abbotsford St.

The product mix above is a direct response to the buyers we expect to see through the door. North Melbourne in 2026 isn't one buyer — it's six distinct cohorts, each with a different financial picture, life stage, and emotional driver. Designing for all six is how we de-risk absorption and protect the price line.

Buyer mix by volume Buyer MIX

Buyer mix by volume.

These proportions guide product mix, campaign targeting and the display suite narrative. Figures adjusted to total 100%.

  • 30%Downsizer
  • 25%Professionals
  • 15%Investors
  • 10%Divorcees
  • 10%Local Family
  • 10%Parent-Assisted Buyer
The Professional
Persona 01 · Primary25%

The Professional.

Owner Occupier · 28–42 · Couples & singles

Inner-north professionals currently renting in Carlton, Brunswick or Kensington. Career-driven, financially literate, ready to convert rent into equity within a 5km radius of where they already live and work.

What they want: A 2BR with a real second bedroom, secure parking, walk-to-tram lifestyle, and zero compromise on kitchen and bathroom finish.
What wins them: Clear pricing, a credible developer, and proof the floorplan works day one — no upgrade tax.
Location·Price·Livability
Targets: 2BR stock
Rightsizer and Downsizer
Persona 02 · Core30%

Rightsizer & Downsizer.

Owner Occupier · 55–70 · Local to the inner-north

Empty-nesters in Parkville, Flemington, Ascot Vale and Kensington who want to stay in their patch but step out of a 600m² block. They're selling a home with significant equity — slower decision cycle, but high-conviction when convinced.

What they want: A 3BR townhome with study/guest room, lock-up-and-leave security, lift access where possible, and a real kitchen they'd actually entertain in.
What wins them: Solution selling — addressing furniture, storage, garden grief, and grandkid sleepovers. Confidence this is a step forward, not a step down.
Location·Quality·Lifestyle
Targets: 3BR & premium 2BR
The Investor
Persona 03 · Secondary15%

The Investor.

Local & interstate · 35–55 · Yield + growth focused

Investors attracted to North Melbourne's tight rental market, improving amenity, and the MAB delivery record. They're comparing this to new apartments in Footscray and Preston, and want evidence of tenant demand and future capital growth.

What they want: A low-fuss 2BR with strong rental appeal, reasonable body corporate, and a price point that stacks up against comparable stock.
What wins them: Comparable rents, absorption data, and the credibility of a developer-built product that leases quickly.
Yield·Quality·Track Record
Targets: 2BR & entry 3BR
The Divorcee
Persona 04 · Secondary10%

The Divorcee.

Owner Occupier · 45–60 · Restarting

Buyers reshaping life after separation. Settlement funds in hand, looking for somewhere that signals a new chapter — community, walkability, and a home that feels intentional rather than transitional.

What they want: A 2 or 3BR with character, a flexible layout for children every second weekend, and proximity to friends and food/coffee culture.
What wins them: Layouts that feel like a home, not a unit. The right location closes the deal.
Price·Community·Practicality
Targets: 2BR & 3BR
The Local Family
Persona 05 · The Unlock10%

The Local Family.

Owner Occupier · 35–48 · Growing households

Families already in 3051, 3031 and 3032 who love their school zone and lifestyle but have outgrown a two-bedroom apartment or worker's cottage. The 4-bedroom format is genuinely rare in this pocket — that scarcity is the proposition.

What they want: A 4BR townhome with two living zones, real outdoor, double parking, and the ability to stay zoned for North Melbourne Primary.
What wins them: The combination of "we don't have to leave" and the fact no competing project is offering the same format at the same address.
Space·Schools·Scarcity
Targets: 4BR stock
Parent-Assisted First Home Buyer
Persona 06 · Primary10%

Parent-Assisted Buyer.

Owner Occupier · 25–35 · First home & parent-supported

Young couples and singles taking their first step — frequently with a deposit gift or guarantee from parents who live in the broader inner-north. Stamp duty concessions and a sub-$1m entry price are decisive.

What they want: A practical, low-maintenance 2BR they can grow into — somewhere to build equity rather than burn rent.
What wins them: Hand-holding through the off-the-plan process, transparent timelines, and confidence-building parents-in-the-room moments.
Price·Stability·Simplicity
Targets: Entry 2BR
The Downsizer Story

It always starts with one partner.

In nearly every downsizer journey, one half of the couple makes the first enquiry. Then comes the back-and-forth — she's ready for less maintenance, he's worried about losing the garden; he loves the new start, she can't picture leaving the family kitchen. This is normal, and it takes time.

What we've learned across hundreds of these conversations is that we're not selling square metres — we're selling confidence. Confidence that this is the right move. Confidence that lifestyle improves. Confidence that downsizing is a smart, meaningful step forward, not a step back. That's the muscle our sales team brings to every Saturday and every mid-week appointment at Abbotsford St.

DB
Darren Blair
Director, Blair Property Group
Site Context

A defining site
in inner-north Melbourne.

Few sites in 3051 offer this combination — scale, frontage, established neighbourhood character and direct connection to Royal Park, the CBD and emerging Arden precinct. The aerial perspective tells the story buyers feel the moment they arrive on site.

Aerial view of site
CBD outlook
Royal Park aerial
Abbotsford St frontage
Neighbourhood grain
Site context aerial
Surrounding context

Scroll to explore · click to expand · use arrows / swipe to browse

2.5km
To Melbourne CBD
170ha
Royal Park · on the doorstep
Arden
Metro Tunnel precinct · 2028
Tram 57
At the front door
Existing stock comparison

Traditional North Melbourne cottages are smaller — and most have no car space.

Buyers in this pocket are often weighing a new townhome against an established workers' cottage or terrace. The comparison below frames the practical gap Abbotsford Street closes on size, rooms and parking.

Single-fronted cottage
60–90m²

Typically 2 bedrooms and 4 principal rooms on a 100–180m² parcel. Most lack any dedicated off-street parking.

Double-fronted cottage
80–120m²

Less common in the area but present across North Melbourne and neighbouring suburbs. Again, most have no car accommodation.

Victorian terrace
100–180m²+

Often larger after extensions, yet still predominantly car-free. Renovation costs and heritage constraints are common trade-offs.

Against this, 366–422 Abbotsford Street offers modern 2–4 bedroom townhomes with dedicated car spaces, storage and contemporary floorplates — a genuine step up in liveability without leaving the neighbourhood.

03·02
Next
Sales & Marketing

From product fundamentals to market activation — how we take 53 townhomes in North Melbourne from plan to sold.

Sales and Marketing

Strategy summary.

Blair Property Group is proud to present 53 townhomes in North Melbourne — a rare upper-middle-market opportunity in the heart of 3051. The project balances amenity, lifestyle and long-term security with boutique character that resonates with owner-occupiers — where they lead, investors will inevitably follow.

Exit strategy. To achieve the goal of exiting the project quickly and effectively, we propose a disciplined rolling campaign — anchored by monthly creative refreshes, milestone campaigns, and activation moments — that sustains momentum, heightens engagement, and positions North Melbourne as both a secure long-term community and an accessible entry into 3051.

BPG's success. Blair Property Group boasts a demonstrated track record in off-the-plan and new development sales, achieved through a diverse range of sales and marketing strategies tailored to each project's audience, price point and locale.

Four pillars One integrated campaign
Target
Market
Product
& Pricing
Project
Positioning
Project
Promotion
BPG
Strategy in practice

Retail & channel, together.

This project will be a blend of both retail sales and channel sales. To get the volume we need, we recommend running both in tandem — not as separate streams, but as one coordinated push where early channel partners warm the market and the retail campaign converts the broader buyer pool.

Director's note
"We're not waiting for the open day to start selling. The pre-market phase is where momentum is built — and where a meaningful portion of the project can be secured before the retail campaign even begins."
Retail sales

Public-facing sales driven by the display suite, digital campaign, REA/Domain, paid social and on-the-ground enquiry.

  • →On-site sales team at the display suite
  • →Always-on listings and paid media
  • →EOI waitlist conversion and walk-ins
  • →Weekly sales reporting and price feedback loops
Channel sales

Targeted collaboration with local agents, buyer groups and referral networks who have ready purchasers.

  • →Pre-allocated access 12–16 weeks pre-launch
  • →Designated holds for key groups
  • →Conjunctional and channel-partner agreements
  • →Smaller channels continue alongside retail
Campaign timeline

From pre-market to sell-out.

A staged, disciplined release that builds early confidence, converts public enquiry, and protects product value by controlling how much of each typology is available at any one time.

Phase 01
Pre-market & Channel Allocation
12–16 weeks before launch
  • →Early access for key groups with designated holds
  • →Target 15–25 sales in this period
  • →Build buyer confidence before public marketing
Phase 02
EOI & Early Campaign
Following pre-market success
  • →Launch Expression of Interest campaign
  • →Generate interest and grow waitlist
  • →Transition channel momentum into retail
Phase 03
Retail Campaign & Display Suite
4–6 weeks from launch
  • →Retail campaign commences with full budget
  • →Display suite opens to the public
  • →Smaller channels run alongside retail
Phase 04
Staged Release & Sell-out
Ongoing
  • →Hold selected product back from market
  • →Avoid too many of the same typology at once
  • →Maintain pricing pressure through scarcity
Pre-market target
15–25

Sales targeted during the 12–16 week channel pre-allocation window, creating early momentum and social proof ahead of public launch.

Release philosophy
Stage, don't flood.

Certain products are held off-market at any given moment to protect against oversupply of the same bedroom configuration and preserve buyer urgency.

01 · Executive Summary

Path to
sell-out

366–422 Abbotsford Street is 53 well-designed townhomes in North Melbourne — a considered, upper-middle-market offering that opens the suburb to a broader buyer pool. The product is strong — the campaign needs to match it. Right now it's too quiet. The next phase is about making noise in the right places, cutting through in a market full of similar-looking projects, and giving buyers a clear reason to act.

The next phase focuses on
  • →Positioning 366–422 Abbotsford Street as the smart entry point into North Melbourne — quality townhome living at an accessible upper-middle-market price
  • →Building confidence through transparency, quality and social proof
  • →Creating stronger local awareness and market presence
  • →Generating consistent qualified enquiry through targeted digital and local campaigns
  • →Maintaining momentum through to completion and achieving project sell-out
Campaign direction

The current campaign is too quiet. It needs to get noticed — in the street, in the feed, in the letterbox. Bold creative, clear messaging, a strong point of view. 53 townhomes at the right price point is a real opportunity. The campaign needs to say that out loud.

This isn't about being loud for the sake of it. It's about standing out in a market where most project marketing looks the same. 366–422 Abbotsford Street should feel different — more confident, more direct, harder to ignore.

02 · Strategic Positioning

Core
positioning

Stop describing it as a townhouse project. Start positioning it as something harder to find. 53 townhomes in North Melbourne, well-built and well-located, offering genuine value for buyers who want into the suburb without paying inner-city house prices. That's the story — say it clearly and say it everywhere.

Positioning statement
"Well-considered townhome living in one of inner Melbourne's most connected pockets — an accessible upper-middle-market entry point for buyers who want into North Melbourne."
Move toward
  • ✦House-like scale
  • ✦Architectural permanence
  • ✦Long-term liveability
  • ✦Design quality
  • ✦Scarcity
  • ✦Lifestyle and legacy
Buyer we're targeting
  • ✦Downsizers 50–65
  • ✦DINKs + professional couples
  • ✦Divorcees + single professionals
  • Primary catchment: North Melbourne and surrounds
What we're competing against

Established homes in the same suburb. The product needs to hold up against a buyer who's comparing it to a house — not another townhouse project. Scarcity (only 10) and quality of specification are the differentiators.

03 · Key Campaign Themes

Three themes
that run everything

Theme A
Homes, Not Townhouses
Flows through all channels

Most people driving or walking past a townhouse development don't look twice. The job of this theme is to make them look twice. The product genuinely lives like a house — private entry, real garage, proper outdoor space, volume inside. The campaign needs to say that directly, not hint at it. New renders, website copy, social, hoarding, video — all of it should leave no doubt.

Focus areas
  • →Scale and ceiling heights
  • →Natural light and widths
  • →Landscaping and privacy
  • →Materiality and street presence
Channels
  • →New renders
  • →Website and social
  • →Hoarding and video
  • →Brochure
Theme B
Quality & Materials
Website · Brochure · EDM · Social

Introduce a dedicated "Sustainability & Materials Quality" section across the website, a standalone brochure/flyer, and EDMs and socials. The objective is to create deeper buyer confidence and clearly communicate the difference between 366–422 Abbotsford Street and broader market stock.

Items to highlight (TBC with project team)
  • →10-foot ceilings
  • →Natural stone selections
  • →Appliance specification
  • →Double glazing
  • →Sustainability initiatives
  • →Architectural detailing
Communication focus
  • →Longevity and durability
  • →Comfort and future-proofing
  • →Lower maintenance living
  • →Not overly technical language
Theme C
MAB — Leverage track record and delivery
Track record & delivery credibility

Leverage MAB's established track record and delivery confidence. The messaging reinforces: "The same builder delivering strong results and genuine buyer confidence across comparable mid-market townhome projects." Particularly powerful for downsizers, local owner-occupiers and cautious off-the-plan buyers.

MAB Track Record & Delivery
Case studies — TBC
Proven
Track record
Active
Pipeline
Incorporate
  • →Buyer testimonials
  • →Purchaser journey stories
  • →Construction progress confidence
  • →Team credibility
04 · Marketing & Campaign Rollout

Channel
strategy

A · Website Relaunch
A full project website that earns attention

The website needs to do more work. Expanded content, stronger copy, a presentation that reflects the quality of the product. A buyer should leave feeling like they've seen something worth coming back to.

  • →Project vision and architecture
  • →Materials and sustainability
  • →Team profiles
  • →Floorplans and local amenity
  • →Construction updates
  • →Buyer testimonials and social proof
  • →Customisation opportunities
B · Render Enhancement
New renders focused on scale and emotion

Introduce several new renders focused on increasing the sense of scale, house-like proportions, street presence and interior volume. The imagery should feel architectural, warm, timeless and emotional — not highly stylised.

  • →Increased sense of scale
  • →Street presence and arrival
  • →Interior volume
  • →Landscaping maturity
  • →Warm lighting and realism
C · Digital Strategy
REA + $4,000/month social

REA stays live throughout. $4,000/month on Meta — Facebook primary for the 50–65 buyer, Instagram for DINKs and professionals. The creative needs to stop the scroll, not blend into it. Video-led, direct, with a clear call to action.

  • →"Feels like a home" storytelling
  • →North Melbourne lifestyle
  • →Meet the architects
  • →Materials and construction journey
  • →Retargeting and video-led content
  • →A considered collection of 53 townhomes
05 · Local Area Strategy

Local
activation

Two local channels running alongside the digital campaign. Both are aimed at the buyer who lives within the suburb or nearby — the person most likely to buy, and least likely to be found purely through online search.

A · Letterbox Campaigns
Strategic localised drops

A DL flyer to owner-occupied homes in the primary catchment. This is the buyer who isn't on REA yet — they need something to land in their letterbox and make them stop. It needs to look like it belongs to a project worth looking at. Bold, direct, with a clear reason to enquire.

Target suburbs
North Melbourne and surrounds
Messaging focus
  • →Local downsizers
  • →Families upgrading within the area
  • →Low-maintenance, lock-and-leave townhome living
Reference — DL flyer format
DL flyer front — reference DL flyer back — reference
99 × 210mm · double-sided · matte stock
06 · Referral & Agent Strategy

Agent
relationships

The objective is not broad conjunction volume. It's maintaining relationships, keeping agents engaged, and ensuring 366–422 Abbotsford Street stays top-of-mind for qualified local referrals.

Local agent support

BPG does not compete with other agents so we work well alongside them. We will bring the best of the inner north into a coordinated partner program.

Potential initiatives
  • →Agent previews at the project
  • →Architecture evenings
  • →Private project updates
  • →Construction walkthroughs
  • →Referral incentives per settlement
06b · Display Suite

Display
suite

A physical presence in the local catchment puts the project directly in front of the buyer every day. The display suite should feel like a gallery — not a sales office. Strong window signage, a clean interior, and a digital presentation that does the heavy lifting.

366–422 Abbotsford Street Display Suite
366–422 Abbotsford Street — Display Suite Interior
Display suite brief
Location

A high-foot-traffic retail strip within the project's primary catchment — subject to availability and lease terms. The local buyer walks past every day.

Window signage

Strong, bold, impossible to walk past. Large-format window graphics that state the project clearly — not a real estate agent's window display. This is a brand statement from the street.

Interior

Gallery feel — clean walls, considered lighting, physical material samples, a single large screen for the digital presentation. No clutter, no standard display suite furniture. Let the project do the talking.

Digital presentation

Full-screen project walkthrough — renders, floorplans, location, specification. Updated as construction progresses. No printed brochure stack. The screen is the brochure.

Why a local display suite

Our buyer shops, eats and walks in the immediate catchment. A presence on a local retail strip means the project is visible to the exact person we're trying to reach — every day, without spending a dollar on advertising.

What the display suite does for the campaign

It converts passive interest into active enquiry. Someone who's seen the social ads, driven past the hoarding, and then walks into a well-presented display suite is very close to a buyer. The physical space closes the gap that digital can't.

Requirements
  • →Identify and secure shopfront in primary catchment
  • →Window signage design and production
  • →Interior fit-out — gallery brief
  • →Large-format screen + digital presentation
  • →Material samples — stone, timber, tapware
  • →Staffing plan — days and hours
07 · Site Presence & Hoarding

Site
presence

The current site presentation should evolve into a stronger project statement. The objective is to make 366–422 Abbotsford Street feel important within the streetscape.

New hoarding direction

The hoarding is the most consistent piece of media in the whole campaign — it's there every day. Right now it doesn't do enough work. The new direction needs to be bold enough that someone driving past at 60km/h registers it. Strong typography, clear message, strong presence. Not a standard development site board.

  • →Architectural and confident
  • →Bold and minimal
  • →Hero imagery and strong typography
  • →A considered collection of 53 townhomes
Vision — 366–422 Abbotsford Street street presence
10 · Strategic Outcome

Build belief, not just
awareness

53 townhomes at this price point in North Melbourne is a rare combination — and the campaign needs to lead with value, location and liveability, not luxury. The campaign needs to reflect that — not whisper it. Bold creative, clear positioning, a strong presence in the local market. Every channel should work harder. The product is strong enough. The campaign needs to match it.

Get noticed
Bold creative that stops people. Every channel has to earn attention.
Be clear
No vague messaging. Direct language about what it is and why it matters.
Build trust
Social proof, team credibility and transparency that converts enquiry.
Sell out
Ten homes. One objective. Everything in the campaign works toward that.
Marketing Investment

Marketing
Budget.

A fully phased 12-month campaign budget tied to launch, sustain and absorption stages. Built line-by-line in our live planning tool — figures below are the working baseline, finalised on appointment.

Total Budget
$208K
$17,292 / month · 12 months
Media Spend
$152K
73% of total · working media
Non-Media
$55.5K
Creative, events, management
S&M % of GRV
1.9%
Marketing + commission blended
Media
REA Project Profile$84,000
Facebook / Instagram$48,000
Apartments.com.au$20,000
Media subtotal$152,000
Creative, Events & Management
Full Media Management & Creative$22,200
Display Suite Technology$9,000
Classic Cinemas Advertising$7,800
Local Letterbox Drop$7,500
A Night With The Architects$6,500
Campaign Videos$2,500
Subtotal$55,500
Estimated Leads
660
~13 / week across channels
All-In CPL
$399
Media CPL $292
Marketing / Sale
$106K
Projected 5 retail sales
Live Budget Tool
View the full interactive budget & sales forecast
Month-by-month phasing, channel CPL, sales tracker and ROAS modelling.
Open Full Budget →

All figures exclusive of GST. Final phasing confirmed once pricing schedule and project timeline are locked.

02

StoryFlow
Connect.

Our proprietary platform turning every project into a personalised, immersive buyer experience — combining brand storytelling, residence detail, and a private buyer portal in one shareable link.

Buyer Storytelling

StoryFlow Connect.

View Live Example ↗
storyflow.blairproperty.com.au/s/welcome-to-smith
04b · EDM Campaign

Designed emails
that convert enquiry
into appointment.

A structured EDM cadence sits behind every enquiry — branded for 366–422 Abbotsford Street, written for the buyer, and timed against the sales journey. Every email is a touchpoint: launch announcement, project story, lifestyle, and the call to act.

inbox · 366–422 abbotsford street
From: 366–422 Abbotsford Street <hello@mab.com.au>
Introducing 366–422 Abbotsford Street — North Melbourne
EDM mockup — launch announcement
EDM 01 — Launch Announcement
inbox · 366–422 abbotsford street
From: [Lead Agent] · BPG
The Garden Precinct — display now open
EDM mockup — display invitation
EDM 02 — Display & Lifestyle
inbox · 366–422 abbotsford street
From: [Sales Director] · BPG
Construction commenced — now selling
EDM mockup — construction update
EDM 03 — Construction Milestone
04b.i · Cadence

Six emails
across the campaign.

Day 0 · Launch
Introducing 366–422 Abbotsford Street
Announcement to the BPG database, North Melbourne & bayside catchment.
Day 7 · Story
Crafted, not commodified
Architecture, materials and the people behind the project.
Day 14 · Lifestyle
A walk through North Melbourne
Local cafés, schools, station, parks.
Day 21 · Display
Display suite by appointment
Private viewings with [Lead Agents · TBC].
Day 35 · Product
Floorplan release
Targeted typology — downsizers vs young families.
Day 50 · Urgency
Five remaining
Stock update, scarcity, last opportunity to secure.
Always-on
Construction milestones
Quarterly project progress for buyers and registered prospects — slab, frame, lock-up, completion.
Trigger-based
Behavioural automation
Re-engagement based on website visit, floorplan download, appointment no-show. CRM-driven, not blasted.
Mailchimp / HubSpot Custom-designed Mobile-first CRM-integrated Tracked open / click / convert
04

BPG Services

Sales Process · Technology

Sales & Marketing Process

Entice. Excite.
Engage. Convert.

Every enquiry enters a structured, automated journey. No lead falls through the cracks. The right message is delivered at the right moment — from first web visit through to signed contract.

Entice
How buyers find us
Excite
First 24 hours
Engage
Nurture & qualify
Convert
Closing the sale
Automated touchpoint
Agent decision point
Nurture loop
09

BPG Technology
and Services.

BPG operates a fully integrated sales technology stack purpose-built for off-the-plan campaigns. Every buyer interaction — from first web visit to unconditional contract — is tracked, scored, and actioned.

Proprietary Technology
Pricelio.
BPG's proprietary price list management platform — built for developers, sales teams, and channel agents. Real-time inventory, analytics, and a marketplace for conjunctional distribution.
Price List Management Inventory Tracking Agent Marketplace Analytics
pricelio.live
Pricelio Marketplace
Project Marketplace

Every active project.
One dashboard.

Channel agents and conjunctionals access all BPG projects from a single, real-time portal. Live pricing, availability, commission rates, and property type filters — updated instantly when the price list changes.

→Filter by type, bedrooms, and price range
→Real-time "Now Selling" status and commission display
→Direct link to floor plans, renders, and price list PDF
→Available to all qualified conjunctional agents instantly
Proprietary Technology
BPG Scheduler.
Our proprietary OFI scheduling platform — built to manage all opens, private appointments, and team allocation across every active project with full analytics reporting.
OFI Scheduling Team Allocation Open & Private Appts Analytics
BPG Scheduler ⋮
BPG Scheduler OFI
OFI Schedule View

Every open home.
Every agent. Organised.

The BPG Scheduler manages all open for inspections and private appointments across every active project in one unified calendar. Agents are allocated, times are tracked, and calendar invites are sent automatically.

→Schedule open and private inspections across all projects
→Assign team members with initials and colour coding
→One-tap calendar export for each team member
→Live across all active BPG projects simultaneously
Proprietary Technology
Project Signer Suite.
Our proprietary digital agreements and channel onboarding platform — campaigns.blairproperty.com.au. Conjunctional agents are invited, sign electronic agreements, access live stock and marketing collateral, and submit reservations — all in one secure portal.
Digital Agreements Agent Onboarding Activity Tracking
campaigns.blairproperty.com.au
Project Signer Suite — Projects dashboard
Conjunctional Agreements

Channel agents are invited, sign the conjunctional agreement electronically, and are activated against the project — no paper, no chasing.

Live Stock & Collateral

Once signed, agents access the latest price list, floor plans, EDMs and reservation forms — always current, always controlled by BPG.

Activity & Audit

Every login, download, and reservation is logged — giving the developer full visibility on which agents are active and producing.

01

CRM & Pipeline

Salesforce-based pipeline management. Every enquiry scored, tagged by typology and price sensitivity, enrolled in automated nurture. Developer dashboard updated weekly.

02

EDM Automation

Klaviyo-powered sequences triggered by buyer behaviour. Construction milestones, price updates, event invitations — all templated, staged, and personalised.

03

SMS Campaigns

Direct SMS for high-intent actions: VIP invitations, new release notifications, settlement reminders. Open rates exceed 90%. Used selectively on opted-in contacts only.

04

Digital Advertising

Meta and Google with postcode-level targeting across inner-Melbourne bayside and Inner East. Lookalike audiences from BPG's existing buyer database. Weekly creative refresh.

05

Portal Strategy

REA and Domain premium placement from public launch. Project profile with interactive floor plans, video, and enquiry capture — managed by BPG from day one.

06

Developer Reporting

Weekly campaign reports: enquiry volume by channel, pipeline value, open-home attendance, contract status, and absorption rate vs projections. Full transparency.

Sales Presentation Platform
BPG One+
A password-protected microsite that brings every piece of project information — renders, floor plans, pricing, inclusions, location intelligence — into one interactive sales environment. Used in the display suite, on the road, and from a buyer's couch.
Password Protected iPad Optimised Live Inventory
BPG One+ project hero view
BPG One+ pricing and plans view
01
Connect
Turns the display suite gallery wall into a fully interactive sales environment — buyers tap, explore and respond in real time.
02
Presenter
A guided, on-iPad sales presentation built for face-to-face appointments — every render, plan and price point at the agent's fingertips.
03
Explore
An engaging search and discovery layer embedded in the public project website — drives qualified enquiries straight into the funnel.
04
Studio
The control room — manage stock, pricing, content updates and campaign assets across the full project lifecycle from one place.
Developer Reporting
Blair Developer Portal.
One pane of glass for every project. A private vendor login giving you a full app — enquiry data, opens & appointments, price list, campaigns, warm leads, sales & reservations, channel partners and comparables — all live, all in one place.
Live Data Vendor Login Export to PDF
portal.blairproperty.com.au/portal
● Live
MAB Corporation
Developer Dashboard
Project scope
North Melbourne Residences ▾
Workspace
▦Overview
▥Enquiry Data
✓Tasks & Activities
▤Opens & Appointments
◷Price List
◆Campaigns & Creative
✦Warm Leads
↗Sales & Reservations
◉Channel Partners
⌂Comparables
Andrew Saliba
MAB Corporation
Project Overview Now Selling
North Melbourne Residences
Campaign week 6 of 24 · Updated 2 min ago
Last 7 days ▾ Export PDF
This Week's Pulse
Enquiries ↗ +14 (+22%)
78
7-day window · was 64 last week
Appointments ↗ +5 (+38%)
18
opens + privates · was 13
Reservations ↗ +2
4
this week · was 2
Sales ↘ −1
2
contracted · was 3
Inventory
62 units total · synced from Pricelio
43
Available
9
Reserved
10
Sold
Absorption tracking 31% — on forecast Target 35% by wk 12
Enquiry source
Last 30 days
Meta / Instagram38%
realestate.com.au21%
Domain14%
EDM / Klaviyo18%
Referral / Walk-in9%
Weekly enquiry windows
Last 8 weeks
W1 W2 W3 W4 W5 W6 W7 Now
Latest activity
Live
Reservation · Apt 412 (2 Bed + Study)
2 min ago · $1.18M
14 new enquiries · Meta launch creative
28 min ago
Private appointment booked · L. Chen
1 hr ago · Sat 11:30am
Weekly report published · Week 6
Yesterday · 4:02pm
Sale contracted · Apt 207 (2 Bed)
2 days ago · $985K
Sample dashboard shown with illustrative data — your project's portal is provisioned at campaign kick-off.
05

Project Pricing

Recommended price positioning

Pricing

Pricing
strategy & schedule

Lot-by-lot pricing across all 53 townhomes — calibrated to comparable evidence, tested against the upper-middle buyer's willingness-to-pay, and staged to drive velocity early while preserving upside through completion. Schedule reference: 260612_NM_TH Revenue Schedule — Option B (53 TH).

Total Stock
53
Townhouses · 51×3-bed · 2×4-bed
Total Gross Revenue
$85.14m
Stock value at list pricing
Avg. List Price
$1.606m
Range $1.495m – $1.795m
Blended Rate
$9,711
per sqm · across 8,767 sqm NSA
Pricing by typology
Type A.1 · Mid
8 lots
$1.565m · 162.8 sqm
$9,613/sqm
Type A.2 · Mid
35 lots
$1.595m · 163.7 sqm
$9,743/sqm
Type A.3 · End
2 lots
$1.695m · 165.2 sqm
$10,260/sqm
Type B · Mid
4 lots
$1.720m · 192.7 sqm
$8,926/sqm
Type D · End
1 lot
$1.595m · 157.4 sqm
$10,133/sqm
Type E · End (4-bed)
1 lot
$1.635m · 165.3 sqm
$9,891/sqm · 68 sqm POS
Type F · End
1 lot
$1.795m · 170.2 sqm
$10,546/sqm · top of range
Type G · End (4-bed)
1 lot
$1.495m · 140.9 sqm
$10,610/sqm · entry price
Stage 01 · Foundation
~18–20 lots · launch release

Mid-stock Type A.1 / A.2 released slightly inside benchmark ($1.535m–$1.595m) to capture VIP and database buyers and establish velocity. Hold all end-of-row, Type B, F and G stock back.

Stage 02 · Momentum
~20–22 lots · price reset

List prices reset back to schedule ($1.595m–$1.725m) as Stage 1 clears. Release larger Type B floorplans and second tranche of A.2 stock. Aim: steady absorption through public launch into structure complete.

Stage 03 · Completion
~12–15 lots · premium release

Type A.3, D, E, F end-of-row residences released last at $1.635m–$1.795m, supported by walk-throughs and de-risked buyer journey. Targeted to local downsizers and certainty-seeking buyers.

Full lot-by-lot schedule · 53 townhouses
LotTypeConfigNSA m²POS m²CarFrontageList Price$ / m²
Abbotsford Street · 27 lots
1A.3 End3B/2B165.291Abbotsford$1,695,000$10,260
2A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
3A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
4A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
5A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
6A.1 Mid3B/2B162.871Abbotsford$1,565,000$9,613
7A.1 Mid3B/2B162.871Abbotsford$1,565,000$9,613
8A.1 Mid3B/2B162.871Abbotsford$1,565,000$9,613
9A.1 Mid3B/2B162.871Abbotsford$1,565,000$9,613
10A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
11A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
12A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
13A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
14B Mid3B/2B192.791Abbotsford$1,725,000$8,952
15B Mid3B/2B192.791Abbotsford$1,725,000$8,952
16A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
17A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
18A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
19A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
20A.1 Mid3B/2B162.871Abbotsford$1,565,000$9,613
21A.1 Mid3B/2B162.871Abbotsford$1,565,000$9,613
22A.1 Mid3B/2B162.871Abbotsford$1,565,000$9,613
23A.1 Mid3B/2B162.871Abbotsford$1,565,000$9,613
24A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
25A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
26A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
27A.2 Mid3B/2B163.791Abbotsford$1,595,000$9,743
Molesworth Street · 4 lots (end-of-row)
28E End4B/2B165.3680Molesworth$1,635,000$9,891
29D End3B/2B157.4141Molesworth$1,595,000$10,133
52F End3B/2B170.291Molesworth$1,795,000$10,546
53G End4B/2B140.991Molesworth$1,495,000$10,610
Hardwicke Street · 22 lots
30A.3 End3B/2B165.291Hardwicke$1,695,000$10,260
31A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
32A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
33A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
34A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
35A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
36A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
37A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
38A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
39A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
40A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
41B Mid3B/2B192.791Hardwicke$1,715,000$8,900
42B Mid3B/2B192.791Hardwicke$1,715,000$8,900
43A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
44A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
45A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
46A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
47A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
48A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
49A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
50A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
51A.2 Mid3B/2B163.791Hardwicke$1,595,000$9,743
Totals / Averages · 53 lots8,767———$85,135,000$9,711
Pricing per Revenue Schedule (Option B · 53 TH), agent's input. Subject to contract, design finalisation and change without notice.
Pricing analysis

Where the schedule sits

The $9,711/sqm blended rate and $1.606m average sit firmly inside the North Melbourne and surrounds 3-bedroom townhouse band ($9,500–$11,000/sqm depending on finish and outlook). Mid-stock A.1/A.2 leads the market in on simple price per door and on rate, while end-of-row stock (A.3, D, E, F, G) is priced at a 5–11% premium to reflect double aspect, larger POS and lower stock count.

Where the value sits

Type B (192.7 sqm) is the standout on rate at $8,926/sqm — 8% below the mid-stock average — and represents the best $/sqm proposition in the schedule. We expect these four lots to absorb quickest and recommend holding two back for Stage 2 to use as anchors rather than discounting elsewhere.

Stretch & risk lots

Lot 52 (Type F · $1.795m · $10,546/sqm) is the schedule's price ceiling and will test the buyer pool. Recommend releasing last with completed product evidence. Lot 53 (Type G · 140.9 sqm · $1.495m) is the entry-price anchor and should be held for Stage 2/3 as a "starting from" headline.

Concentration risk

35 of 53 lots (66%) are Type A.2 at $1.595m. Releasing too many in any single tranche creates a "same product" perception. Stagger A.2 stock across all three release stages — no more than 12–14 in any single release — and rotate aspect between Abbotsford and Hardwicke frontages.

Headline messaging

Lead with "from $1.495m" (Lot 53) to capture inbound interest at the broadest price point. Secondary message: "3-bed townhomes from $1,565,000" covering the eight A.1 lots — these are the velocity drivers in Stage 1.

Revenue sensitivity

At list, gross realisation is $85.14m. A 2.5% softening across the schedule = -$2.13m. A 2.5% uplift achieved through Stage 2/3 = +$2.13m. The strategy is to release inside list in Stage 1 to remove that downside, then recover it with confidence in Stages 2–3.

06

Fees

Commercial terms

Our Process

Our
Process.

Our goal is to manage the entire sales and marketing process to ensure that both are working seamlessly together — from pre-launch through to settlement.

Our Philosophy.

A fully phased marketing investment schedule is tied to campaign stages and absorption milestones, finalised once the full pricing schedule and project timeline are confirmed. Marketing investment is not a cost of sale — it is the mechanism that determines the price achieved. Underspending on a project of this calibre creates a ceiling on what the market will pay.

The architect's design demands an equally considered campaign. We structure investment tied to milestones — front-loading launch phase where first impressions are irreversible.

Fee Structure

Fees and
Services.

Retail Sale
2.35% ex GST
Local Agent Referred Sales
To be discussed if required
Split between BPG and referring agent
Channel / International
To be discussed if required
Subject to project scope and channel strategy
Performance Bonus
To be discussed

All fees quoted exclusive of GST. Marketing costs are in addition to agency fees and will be presented in a detailed campaign budget prior to launch.