Projects Review EDITION 25 / QUARTER 1 - 2022
18 - 21
Cover Photo - Fabric 679-683 Glen Huntly Road, Caulfield
Past Projects
1
A Word from Our Directors 2
Spotlight 3−5
Current Projects FABRIC 679-683 Glen Huntly Road, Caulfield
TOMORROW 243-249 St Georges Road, Northcote
SOLIGO
From our Contributors 6−9 THE IMPACT OF COVID-19 ON PROPERTY PREFERENCES - NEW APARTMENTS
487 Whitehorse Road, Balwyn
GLENARM SQ 5 Glenarm Road, Glen Iris
ONE LAKEVIEW 1 Lakeview Avenue, Williamstown
GLADSTONE 37 Gladstone Avenue, Armadale
22 - 23
CONSUMER PREFERENCES FAVOUR THE RELENTLESS PURSUIT OF LIFESTYLE
5 Minutes With...
Written by Bernard Salt, Columnist, The Australian, 02 9288 3000, www.theaustralian.com.au
FROM THE BEST PEOPLE IN THE PROPERTY BUSINESS
14 − 17
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88 LEVESON 88 Leveson Street, North Melbourne
KEYS ESTATE 46-62 Darren Road, Keysborough
MARTIN 129-135 Martin Street, Brighton
ROSTREVOR PARADE
THE EVOLVING SPLIT CONTRACT MODEL – MEDIUM DENSITY IN GREENFIELD DEVELOPMENT SITES
Our Points of Difference
Written by Nick Sparks & John Varos, Partner & Senior Associate, Maddocks, 03 9258 3898, www.maddocks.com.au
97 Rostrevor Parade, Mont Albert North
GLENARM 5 Glenarm Road, Glen Iris
CANDELA 40 Upper Heidelberg Road, Ivanhoe
The start of 2022 commenced Marshall White Projects 9th year of operation. The eight new projects, launched throughout the first quarter of 22, will result in us going past two hundred projects successfully sold out since our inception. We take this opportunity to look back at our first Projects newsletter and see how content, trends and the projects business has evolved to shape our 25th addition today (link on back page). You’re welcome to go back through our past editions and see that we’ve previously provided development summaries for 83 diverse and sold-out projects. We thank our developer clients for allowing us to share this valuable information to all.
Written by REA, www.realestate.com.au
10 - 13
A Word From Our Directors
+ 61 3 9822 9999 1111 High Street, Armadale VIC 3143
We’ve also undoubtedly had the privilege of working with the best people in the projects space, namely builders, architects, project managers, stylists, solicitors and of course developers who have graciously provided us with the 168 articles we’ve published throughout almost a decade. Professionals who have freely given up their intellectual IP for the benefit of all. We also realise through the feedback of clients and customers, that this has been much more than just helpful information – for many it’s allowed them to avoid the numerous pitfalls of project development. And we all know how costly missteps are in the projects world. 2021, despite the challenges faced by so many, was Marshall White Projects most successful year with regards to helping owner occupiers and investors to own an off
Back in 2003 our initial brief was to only take on projects throughout the wealth belt containing our Stonington, Boroondara and Bayside offices, where the Marshall White Projects Brand has long held front of mind recognition for the buying public. In fact the Marshall White Brand was for so long ingrained into the psyche of these blue ribbon markets, that Projects initially struggled to stand alone as a definitive project marketing division! With our eight projects launching now, we have now expanded the brand into locations such as Noble Park, Williamstown, Keysborough, Sunshine, Burwood and Northcote. Early signs are already promising, launch weekends for projects are now spilling over from Saturday and Sunday bookings into the following week. Aspirational young couples, empty nesters and investors alike remain keen to lock in an off the plan property at historically low interest rates. Bring on the normalcy we all crave throughout 2022 and let’s get back to both living life to the fullest with our cherished family and friends. Mark & Leonard Mark Dayman - Director T 85642387 M 0409 342 462 mark.dayman@marshallwhite.com.au
Leonard Teplin - Director T 85642318 M 0402 431 657 leonard.teplin@marshallwhite.com.au
the plan property. With the first six months of 21 providing 65% of the total year’s activity, it was at the time a clear case of FOMO as both residential and off the plan buyers rushed to beat an escalating market. Our average sale price throughout any given year is obviously project dependent. For 2021, our average sale price of just over $1.2 million represented a 20% increase from the corresponding period of 2020. This was predicated by the resurgent empty nester, able to buy larger apartments and townhomes because of the lift in value of their family home and the relative affordability of money for professional couples.
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CURRENT PROJECTS
Spotlight
Mikaela Fowler
Dean McMurray
Liam Adey
Lead Generator
Sales Consultant
Partner
Mikaela is Lead Generator for the projects team at our Armadale office. Whilst her focus is on new developments, she has solid expertise in all aspects of the business.
An excellent communicator, Dean’s dedication and initiative have shown him to be one of real estate’s most promising young agents. Dean brings a fresh approach and steadfast enthusiasm to his role at Marshall White Projects. Client satisfaction is of the utmost importance to Dean and he strives to ensure contented clients as they transition into their new home.
Personable, positive and hardworking, Liam strives toward helping people achieve their off the plan purchasing requirements.
With a Bachelor of Design majoring in Visual Communications and a strong interest in real estate, Mikaela went on to study for a Certificate IV in property services and worked in administration and sales support before becoming a sales executive followed by head of marketing at a leading Mornington Peninsula agency. There, she received a number of excellence awards for her outstanding achievements in design and marketing that contributed to some phenomenal results.
Dean has a substantial understanding of the complexities of real estate and an unparalleled work ethic. With experience from previous careers in retail and construction under his belt, Dean’s personality is engaging and dynamic, with an unwavering commitment to exceptional outcomes for his clients. An early riser up at 5am most mornings, Dean is a big believer in the importance of personal fitness to maintain his competitive edge. Dean supports the charity World Vision and relishes spending time at the beach, playing golf and following AFL.
Maintaining open channels of communication, Liam easily develops a natural rapport with his buyers. Liam finds the development industry to be incredibly rewarding as it revolves around making connections with people and perfectly suits his positive mindset. Combined with his strict time management, perfectionist nature and a refined attention to detail, Liam is well suited to his role at Marshall White projects.
Project
Fabric 679-683 Glen Huntly Road, Caulfield
Active by nature and a big believer in the value of physical fitness and a healthy social life, Liam divides his free time between playing basketball, spending time with his friends and supporting his beloved Hawks.
Project
Tomorrow 243-249 St Georges Road, Northcote
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CURRENT PROJECTS
Project
Project
Project
Project
88 Leveson Street, North Melbourne
46-62 Darren Road, Keysborough
97 Rostrevor Parade, Mont Albert North
5 Glenarm Road, Glen Iris
88 Leveson
Rostrevor Parade
Project
Project
129-135 Martin Street, Brighton
40 Upper Heidelberg Road, Ivanhoe
Martin
4
Keys Estate
Glenarm
Candela
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FROM OUR CONTRIBUTORS
The impact of COVID-19 on property preferences - new apartments Written by REA, www.realestate.com.au
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FROM OUR CONTRIBUTORS
Ideal floorplan
er looks for a 2 bedroom, 2 bathroom apartment with space 2 cars. This The average apartment buyer looks for a 2for bedroom, 2 bathroom apartment with space for 2 cars. This nged since 2020. preferred layout has not changed since 2020.
X
...________.
CJ
0
___ X
.,...
O ...________.
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investors have similar when itand comes to apartment layouts. Preferences Both preferences owner-occupiers investors have similar preferences when it comes to apartment layouts. Preferences lthough buyers inare WA are more likely to be looking for 3 or more bedrooms. broadly similar by state, although buyers in WA are more likely to be looking for 3 or more bedrooms.
apartment features Most sought after apartment features
ment amenities that appeal buyers. of The ten most amenities sought after There are to a number apartment thatinclude: appeal to buyers. The ten most sought after include:
61%
Car parking space is the most desired apartment feature, especially for those aged 55 + and living in QLDlevel) and SA Storage (in basement/at Many buyers expect that a parking space is included within the price, with only 50% of buyers being prepared to pay more for this feature.
Storage (in basement/at level)
38%
rn
36% 36% Upgraded kitchen benchtop
35%
Built-in33% cabinetry
rn
Car parking space is the most desired apartment feature, especially for those aged 55 + and living in QLD and SA Many buyers expect that a parking space is included within the price, with only 50% of buyers being prepared to pay more for this feature.
48% of buyers find storage appealing. There is an expectation that storage would be included in the purchase price, with only 40% willing to pay more for this feature.
48% of buyers find storage appealing. There is an expectation that storage would be included in the purchase price, with only 40% willing to pay more for this feature.
Features that promote comfort are desired by buyers. These include: integrated air conditioning and soundproofing technology. The majority of buyers aren't prepared to pay more Upgraded kitchen benchtop for integrated air conditioning, but 50% would pay more for noise cancelling technology. Built-in cabinetry
Features that promote comfort are desired by buyers. These include: integrated air conditioning and soundproofing technology. The majority of buyers aren't prepared to pay more for integrated air conditioning, but 50% would pay more for noise cancelling technology.
Source: realestate.com.au 2021 New Home Buyers Research Source: realestate.com.au 2021 New Home Buyers Research
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FROM OUR CONTRIBUTORS
Consumer preferences favour the relentless pursuit of lifestyle Written by Bernard Salt, Columnist, The Australian, 02 9288 3000, www.theaustralian.com.au
SIGN UP
THE KITCHEN-FAMILY ROOM
English terrace houses were made over and improved: lino was removed; seagrass matting installed. Kitchens were modernised with Laminex benchtops in swish burnt orange and a brooding mission brown. And here’s the best part: roses and rhododendrons were removed from tiny front gardens and patriotic Tasmanian blue gum (saplings) were planted.
Working mothers immediately reorganised
Today, of course, we’re far more worldly, more knowing, more sophisticated in our tastes and lifestyle preferences. And while we are indeed all of these things, and it shows in our housing preferences, the way we live has fundamentally changed and, on average at least, we’re richer.
kids and/or guests.
The housing required to meet, and exceed, the expectations of the post-war austerity generation was basic by today’s standards. Not only are modern Australians richer than those of the mid-20th century but the way we organise daily life has changed, including who engages with the workforce.
The epicentre of the home has shifted from
The return of women to the workforce from the 1970s onwards injected net additional financial capacity directly into the arteries of the family home.
Women returning to or remaining in
the family home: out with a separate kitchen and lounge room; in with a single glorious all-in kitchen-family room. The inclusion of an island bench was essential in enabling the cook to simultaneously prepare a meal, watch television and engage in conversation with
And the styling is kinda cool too. Island benches look a lot like Houston’s Mission Control and especially when teamed with tech-blinking (European) oven gadgetry positioned high on the wall behind.
the good room at the front to the newly evolved kitchen-family room at the rear. There were rumblings both before, and after, but this seismic shift took effect in the 1980s.
the workforce was the greatest single demographic and cultural shift to have impacted the configuration of the Australian home in the late 20th century.
It is said we Australians are united by a common belief in the notion of a fair go. And that may well be so. But there is something else that unites us, that drives consumer behaviour, that is evident in all communities across the continent. And that is the pursuit of, the penchant for, lifestyle.
THE RISE OF SUBURBIA The way we live is important to Australians. It was the pursuit of lifestyle that prompted the great migration to suburbia from the 1880s onwards. This was enabled by the roll out of the railway and tramway network. It was an easy calculation for federation Australians: the cramped and congested inner city or the light and space of suburbia. By the 1930s, AV Jennings in Melbourne and counterparts in other states conceptualised, and delivered, the Australian dream: the quarter-acre block with three-bedroom brick veneer. 10
In Victoria, the State Housing Commission (and counterparts in other states) developed cheaper versions of this “dream” to deliver houses in a post-war austerity model. These weatherboard and iron houses replete with outdoor lavatory and laundry (then called a wash house) sprang up in housing estates in the outer suburbs. Others were developed in regional cities and towns in the late 1940s and 1950s. To the post-war generation this was indeed a dream: it was social housing on a grand scale that aligned with core values of the Australian people. GENTRIFICATION MOVEMENT The inner city fell into disrepair and disfavour after the war. Terrace houses from the 1880s by then were regarded as dark and cramped. By the 1970s, a rejuvenation and gentrification movement surfaced in places like Melbourne’s Carlton and Sydney’s Balmain. New & improved business newsletter. Get the edge with AM and PM briefings, plus breaking news alerts in your inbox. 11
FROM OUR CONTRIBUTORS
And so we Australians design and decorate our homes in ways that reflect our core values – the relentless pursuit of lifestyle – and we’re prepared to alter, amend, even uproot, the way we live if we think there’s a better alternative. Sell your suburban home and buy an innercity apartment. Move from cold Melbourne to sunny Queensland as long as the move showcases a superior, freer, sunnier, beachsophisticate lifestyle. No point spending a motza on a Noosa Sound property if it looks like something you’d buy in Woollahra or South Yarra. It’s gotta have its own look, its own style; something that encapsulates what is unique about the location: water outlook, glamorous indoor-outdoor living, swaying palm trees. You know the look.
MEDITERRANEAN INFLUENCES Enter stage left Greek, Italian and other immigrants who flooded into Australia in the post-war era. This cohort of workers, of doers, of labourers, worked hard, sacrificed, and measured their success by the homes they bought (often called Casa Mia) and by the success of their kids (my son the doctor, my daughter the lawyer). And while the new migrants bought into the Aussie ideal of the pursuit of lifestyle through housing, I suspect they were puzzled by the product then on offer. Surely when these migrants arrived in Sydney and Melbourne they wondered: “What the hell are those Australians doing living in an English house; they have a Mediterranean climate, even in Melbourne; they should have indoor-outdoor living.” And the Australians, ever interested in anything that promises a better lifestyle, responded positively: “Actually, mate, you’re right … let’s change the way we live right across the Australian continent.” And that is the story of how the epicentre of modern Australian life, the “kitchen-family room with outdoor alfresco” was conceived. And ever since then – say, from the 1990s – the Australian home, whether modest or grand, has been based on this simple but effective lifestyle layout. Indeed so influential were the Mediterraneans in reimagining the Australian
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home that we nicked their terminology. The back veranda, a close but outdoor confrere of the kitchen-family room, has recently gone up-market and now will only respond – like pop stars Beyonce and Madonna – to a single name, “alfresco”. In fact alfresco at the rear nicely balances portico at the front, don’t you think?
MEGATRENDS AT WORK In the grand sweep of the evolution of Australian housing, and the demographic forces that have shaped our preferences, it is evident that female workforce participation and immigration have been tectonic forces. And they still prevail as does the Australian penchant for lifestyle and for showcasing worldliness. Bernard Salt is executive director of The Demographics Group; research by data scientist Hari Hara Priya Kannan.
OUR CHERRYPICKING CULTURE The point I am making is that we Australians have built an extraordinarily absorbent culture. We cherrypick bits and pieces from arriving immigrants. It might take a few years but eventually we work out what will and what will not deliver a better lifestyle. There is another way to look at this and that is to say that we Australians are still a tad colonial in our thinking. We are mightily impressed by styling and accoutrement that signals a global worldliness. Interior designed Point Piper kitchens, for example, are universally Milanesque. The Americans on the other hand are less absorbent; migrants there, I think, are more likely to be Americanised. Travel and worldliness are highly valued attributes in remote colonial societies like Australia and New Zealand. (And which is why the border closures have caused such anxiety; we feel like we’ve been plunged back into the 1950s.)
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FROM OUR CONTRIBUTORS
The evolving Split Contract Model – Medium density in Greenfield development sites Written by Nick Sparks & John Varos, Partner & Senior Associate, Maddocks, 03 9258 3898, www.maddocks.com.au
Historically, townhouses would make up a relatively small proportion of product in master planned greenfield development, with developers favouring a more traditional larger land lot delivery model. However, in recent years in the face of increasing land supply costs it has been common to see considerable portions of greenfield sites being dedicated to more compact medium density product. In particular, the split contract model has evolved and made a significant comeback recently.
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Below we take you through some of the key trends and issues we have seen in recent medium density models. There are two main delivery models to consider when structuring your medium density sites. We will focus on the use of split contracts and the benefits to developers in adopting this approach. WHY ADOPT A SPLIT CONTRACT MODEL? The separation of the land and build components allowed by the split contract model comes with some key advantages for the developer.
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PUTTING THE PIECES TOGETHER Yes, there are definitely benefits, but as developer, there is of course some element of control lost when separating out the land and build components.
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Documenting the model appropriately will ensure you cover any purchaser settlement concerns and that you engage with your builders in a way which gives both parties certainty over product and ensures a smooth delivery process. We set out some of the key items to consider below.
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PAST PROJECTS
Soligo 487 Whitehorse Road, Balwyn
Price Range $749,000 - $2,595,000
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Glenarm Sq Target
No.
% of Total
Average Size per m2
Average Price per m2
Average Price
2 Bed, 2 Bath
25
73
84.9
$10,025
$852,120
3 Bed, 2 Bath
7
21
124.3
$10,917
$1,357,143
3 Bed, 2 Bath + Study
2
6
192.5
$13,481
$2,595,000
5 Glenarm Road, Glen Iris
Price Range $430,000 - $1,710,000
Target
No.
% of Total
Average Size per m2
Average Price per m2
Average Price
1 Bed, 1 Bath
2
2
53.0
$8,113
$430,000
1 Bed, 1 Bath + Flexi
7
6
70.4
$9,479
$667,3557
2 Bed, 1 Bath
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12
63.5
$9,696
$600,892
2 Bed, 2 Bath
49
43
78.4
$9,167
$719,326
2 Bed, 2 Bath + Flexi
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21
100.0
$9,678
$970,437
3 Bed, 2 Bath
16
14
125.8
$10,201
$1,287,750
3 Bed, 3 Bath
2
2
141.0
$13,886
$1,918,750
3 Bed, 3 Bath + Study
1
1
200.0
$10,500
$2,100,000
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PAST PROJECTS
One Lakeview 1 Lakeview Avenue, Williamstown
Price Range $1,045,000 - $1,225,000
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Gladstone Target
No.
% of Total
Average Size per m2
Average Price per m2
Average Price
3 Bed, 3 Bath
8
42
200.0
$5,922
$1,184,478
4 Bed, 3 Bath + PR
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58
201.2
$5,907
$1,189,177
37 Gladstone Avenue, Armadale
Target
No.
% of Total
Average Size per m2
Average Price per m2
Average Price
2 Bed, 2 Bath
8
38
102.6
$12,798
$1,334,375
3 Bed, 2 Bath
13
62
153.8
$14,741
$2,291,769
Price Range $950,000 - $3,450,000
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David Kobritz
5 Minutes With...
Executive Chairman - DealCorp dealcorp.com.au
Question One At Marshall White Project, we are in a fortunate position to call upon the best in the business to get a sense of how they have come through 2021 and now made their business fit for purpose for 2022 and beyond. We have asked 2 questions –
It may change our approach to OYO apartments and town houses and perhaps amenities for other apartment buildings eg business centre with work stations. Going forward for new projects will be tricky given the fact that
Question One
Question Two
delays are increasing to obtain permits and construction
Has the impact of COVID and the result of lockdowns changed the way you now design and build new product for the work from home market. Otherwise, will it affect the way you now manage your own team going forward?
What would be the major pitfalls a developer should look out for this year, apart from the old adage of failing to ‘buy low and selling high’.
cost and duration has become less predictable.
Question Two The strong market over much of the past decade has hidden many pitfalls in our industry. As production costs have risen these have been largely covered by increased prices at the retail end. This is very unlikely to continue and as we operate in an industry which is highly inflationary the challenge will be to control costs and projects remain viable.
Michael Zhang Associate Director - Young Group
David Steele
younggroup.com.au
General Manager - Metro Property Development
Question One
metroprop.com.au
Definitely, sustainability becomes a most important key for our new project – good ventilation, large outdoor
Question One The key term that comes to mind here is flexibility. Flexibility in physical spaces, energy consumption, working arrangements - nearly every aspect of our lives has been changed over the past two years and as such it is of primary importance to ensure our offering is adaptable, and can be demonstrated as such.
Question Two Biggest issue facing developers this year is rising construction costs, and how that risk is mitigated on a project. Ensuring that every project we conceive is properly considered in the context of each unique market has always been a priority for Metro, however it’s even more important now given the build cost outlook.
entertainment areas have been taken into consideration for all our new projects. Also, a separate study area within the unit will help buyer with the new WFH norm. Team or Zoom meetings are now replacing the majority of our face-to-face meeting, which does not really affect
Question Two I guess the biggest thing is to understand the market well. Developers needs to put buyer’s shoe on and find out what they really want – buyers at today’s market expect much more than 3-4 years ago. Developers need to balance out the price vs what the project can offer. Secondly, the soaring construction cost doesn’t help at all.
our productivity. But we find it a bit challenging and takes more time when we speak to the Councils and Authorities, as they are under the pump and short staffed due to the Covid cases. We always ask our team to stay safe and try to protect themselves as best they can.
Elias Jreissati
Jian Zhou
AM, KJGC - Bensons Property Group bensonsproperty.com.au
Director - BHC Property Question One Our designs are always evolving and we are confident that there will be learnings from the events of the past two years. Our apartments have had built in studies in them for more than fifteen years which meant that, on this design feature, we have been well ahead of the market. I would imagine that if extended work-from-home was to become more and more acceptable, that we would
Question Two The biggest issue facing developers and the public is the massive escalations in construction costs. The market is yet to digest the resulting and unavoidable uplift in retail pricing that must inevitably follow. I can see a period where lack of supply will be the only way to rollout a new price structure that allows normalized settings to be established again.
bhcproperty.com
Question One It has definitely changed the way of design for our new product due to the Covid lockdown. With ‘Working from home’ becoming a norm, it has been welcomed by the younger generation and people who live far from their office. It leads us to think about creating a product with flexibility that will cater for that, separate working space,
have to design work spaces that can accommodate more
minimise noise while working and more outdoor space.
than one householder.
Half of our team is working from home and we will catch
Question Two Construction cost will be the hottest topic this year for developers. Builders going into liquidation and could not complete projects will be a big concern. Also the low efficiency from authorities and long waiting period from VCAT is another problem.
up weekly from online meetings.
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Our Unique Points of Difference Your Own Marketing Team or Marshall White Project Marketing? We appreciate a number of developers have in the past successfully ran their own sales team, work exclusively through their own projects and selected channels. With 32 % of our annual sales as a result of cross referring from one project to another, the days of a cost prohibitive data base from only one or two projects is fast disappearing. From a project’s data base of over 280,000 and a residential data base of over 460,000 we consistently generate low cost, stress free sales that can get your project moving within the shortest possible time-frame.
Most developers and other project marketers are all doing the following to generate sales; •
Work out of a dedicated display suite
•
Attempt to seek out reliable referral partners, both locally and overseas
•
Commission marketing designed to attract buyers to your project
Three years ago these procedures were enough to generate sufficient pre-sales to then cover debt funding, however, we are now in a new post covid market. Strategies with the benefits of strong relationships and front of mind market presence must be leveraged to ensure a successful outcome. The unique initiatives we’ve put in place for every client has resulted in the successful sell out of over 200 projects and counting – make your project count by calling us today.
Celebrating over 200 Successful Sell Outs Since the inception of Marshall White Projects in 2013, we've attempted to provide an insight into the ever changing world of property development b sharing the hard earnt lessons of those in the field and generous enough to share their experieces for the betterment of their peers. Marshall White Projects has evolved as a team, maturing in a market where buyers learn to expect more than ever before, whilest developers must work harder to achieve the same reslut. They say knowledge is power, so we invite you to click on the button below and enjoy the resource of our first publication through to today.
CLICK HERE
+ 61 3 9822 9999 1111 High Street, Armadale VIC 3143
Disclaimer: Information provided is believed to be accurate as at the date of printing, no responsibility is taken for any errors or omissions. It is your responsibility to obtain independent, professional advice. Every effort is made to provide accurate and complete information in Marshall White’s (trading as Marshall White Projects) technical and regulatory newsletters. However, Marshall White cannot guarantee that there will be no errors. Marshall White and its contributors to the newsletter make no claims, promises or guarantees about the accuracy, completeness, or adequacy of the contents of the newsletters and expressly disclaims liability for errors and omissions in the contents of this newsletters. Neither does Marshall White and its contributors to the newsletter assume any legal liability for any direct, indirect or any other loss or damage of any kind for the accuracy, completeness, or usefulness of any information, product, or process disclosed herein, and do not represent that the use of such information, product, or process would not infringe on privately owned rights.
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