Upstate Projects | Capability Statement

Your next development starts with us

Welcome to Upstate Projects

Our story began over 100 years ago. While the Upstate brand feels new, the company behind Upstate has existed for over a century and holds the number-one agent ranking in the market. We are now proudly the longest-standing real estate company in the region.

From early beginnings on Sydney’s Northern Beaches, we now work with property across Australia – our reach extends across NSW, QLD, ACT, and beyond. We love making a positive impact in this amazing place we call home.

Our success has been built on a people focused, digitaldriven approach, delivering excellence everyday through best-in-class, real estate services and sector innovation, ensuring great results for our clients.

Today our ambition continues to grow, as we partner exclusively with Australia’s best developers, architects and designers.

We are across the latest insights and technology so we can deliver exceptional results and service on every project and site sale. The results speak for themselves – Upstate are proud to have marketed and sold over $13.5 billion in completed site sales, residential, and commercial projects. We’d love to hear more about your next project.

/ Your next development starts with Upstate

Development projects are an essential part of economic growth in Australia and significantly add to the vibrancy and culture of this amazing place we call home.

They attract new and diverse communities and new businesses and amenities – the best restaurants, top retail and entertainment, all of which enhance and enrich our amazing Australian way of life.

Projects are central to the Upstate business –we live and breathe them. There is nothing more rewarding than working with our clients to transform and reinspire the Northern Beaches and beyond, for generations to come.

/ Peter Mosedale Founding Partner and Director

About us

/ Clients see Upstate Projects as trusted partners – we’ve earned that trust by delivering exceptional results for our clients, regardless of market conditions.

What we do

At Upstate Projects we offer end-to-end real estate services and expertise across the development project life cycle. From site aquisitions and amalgamations, to floorplan optimisation and design consultations, to sales, marketing and settlement, clients know they are in the best hands.

Being at the helm of marketing some of Sydney’s most prominent new developments, we’ve earned a reputation for delivering exceptional results for clients regardless of market conditions –setting new benchmarks in GR and sell-through rates.

Implementing an insight-driven sales and marketing approach means we deliver results for our clients well above market expectations, time and time again.

So whether it’s a site sale, residential or mixed-use development, clients trust Upstate Projects with their most high-stake assets.

Why? Because when it comes to development projects, no agency is as focused and delivers like we do.

Why Upstate Projects?

The only agency offering end-to-end service from site sales, design consult, sales and marketing, through to leasing and management.

A dedicated Upstate Projects team with unmatched regional industry expertise and demonstrated track record.

With over 140 projects and sites sold –we are the most experienced agency in the Northern Beaches and NSW, with a growing footprint in QLD and ACT.

Our clients come to us because they know that we are the most active in the market and achieve the highest price for their projects.

Sector-defining sales and marketing campaigns that drive 100% sell through, even during the toughest market conditions.

A projects business supported by the most successful residential and commercial business in the region.

137,000+ 15,000+ $26. 5m 2,000+ $13. 5b

prospective buyers/ tenants in our database

combined social following highest sale price residential and asset managements in sales $ value

Multiple 80+ 75% 35% 12%

business excellence awards recognition professionals in our team development market share

commercial market share residential market share

Our Approach

/ We leverage data and analytics plus extensive project marketing experience, to inspire buyers and deliver exceptional results for clients

Upstate take a collaborative, cross-service line approach – drawing on market feedback and the expertise from our Residential and Commercial business to drive momentum in our Projects business.

Our residential and commercial agents are the most active in the market – they’re on the ground, at open homes meeting with active buyers across the region every day.

At all interactions, we capture buyer data and add it to our extensive 137,000+ buyer database – this drives our campaigns

and becomes a great resource for driving interest and sales if the market fluctuates.

Having all of our services in-house, means we can provide faster, better service to customers. Giving buyers the assurance of being able to sell their existing property, at the best market price –means they can confidently move forward with an off-the-plan purchase without the stress or downtime involved in shifting between agents.

We also leverage our established network of partner agencies across Australia, to benefit our clients for out-of state project and site sale transactions.

Our Team

/ A dedicated projects team with unmatched industry expertise and know-how

Project marketing and sales is a highly specialised area. That’s why we have a dedicated division entirely focused on helping clients get their projects off the ground with the most impact.

Upstate Projects brings together the most experienced project marketing professionals in the business with over $13.5 billion in site sales and residential and mixed-use project sales across some of Sydney’s most prominent new developments.

Our 360° full service agency approach is why we are the go-to preferred agency for Australia’s high-net worth investors and property development groups who trust us to deliver excellence, even in the toughest of market conditions.

“Property is our passion. I’m proud to say there hasn’t been a challenge that’s come through these doors that our team hasn’t been able to solve for our clients.”

/ Peter Mosedale Founding Partner and Director

/ Hands-on leadership every step of the way

With 80 dedicated staff and over 140 developments and sites sold, clients can expect the very best when they come to working with Upstate. Our Directors have complete oversight from the earliest stages of a development all the way through to settlement and beyond and this is reflected in the results we get for our clients.

Peter Mosedale

Founder and Director

“Putting people in a better place is what drives us. I’m proud of what our team continues to achieve for our clients.”

Founder and Managing Director at Upstate, Peter Mosedale sets the overall direction for the business and spearheads Upstate Projects.

With a career spanning more than 23 years, he is widely regarded as one of the leading Project Marketing and Site Sales Specialist agents in Australia.

Peter has transacted more than $8 billion in site and development sales throughout NSW, ACT and QLD and brings extensive technical knowledge of the full development lifecycle across residential, mixeduse and commercial projects.

Clients implicitly trust Peter with their most ambitious projects.

Lachlan Yeates

Founder and Director

“Knowing we are adding to the culture and vibrancy of our local area for years to come is what drives me.”

Co-founder and Managing Director at Upstate, Lachlan Yeates’ property industry career spans more than 23 years. Lachlan is recognised as one of NSW’s leading agents with a particular focus on residential developments and site sales.

Lachlan brings in-depth knowledge of all aspects of residential projects and has transacted more than $5.4 billion in site and development sales throughout NSW, ACT and QLD.

For Lachlan, real estate is so much more than a profession. His drive for results has enabled him to help many Northern Beaches residents find their ideal home and live their best lifestyle.

Vincent West

Director – Commercial

“We love what we do, and this passion translates into how we prospect for the perfect buyer, then convert them to a sale better than anyone else.”

Vincent West leads the Commercial Division at Upstate. A leader in commercial property for over 18 years, Vincent consistently excels in every facet of this specialised property discipline, from selling to leasing.

With extensive experience in multimillion dollar sites, offices to retail, facilities to factories, Vincent has personally transacted more than $5 billion in commercial property sales throughout NSW, ACT and QLD.

Clients trust Vincent to bring the most credible purchasers and best offers for site sales.

Paul Ferrari Director – Projects

“I’m proud of the fact that we are the only true projects business in the region entirely focused on development real estate all day, every day – from concept design, marketing and sales through to settlement.”

One of Sydney’s leading Projects Specialists, Paul has been delivering sales of high-quality residential and mixed-use projects across Sydney for over 15 years.

During his career, he has led numerous project campaigns and has transacted more than $8 billion in residential property sales throughout NSW, ACT and QLD.

Paul now leads the Upstate Projects team bringing a passion for delivering excellence to every project. Buyers know and trust Paul to have their interests at heart.

Services Overview

/ Upstate Projects have a proven track-record for achieving outstanding sales results through our sector-defining, 360 o , whole-of-project service approach. Everything we do is focused around maximising return on investment through well-researched product, positioning and promotion that delivers exceptional results for our clients.

Site Sales, Aquisitions and Amalgamations Design Consultation and Planning

Upstate Projects are experts in site sales, acquisitions and amalgamations.

We offer:

/ Market research, site appraisal and value maximisation

/ Feasibility and best-use studies

/ Site sales, acquisitions and amalgamation

/ Planning integrations and DA approvals

/ Information memorandum research and design execution

/ Marketing and sales strategy

/ Purchaser due diligence and risk assessment

/ Board reporting

/ PR and stakeholder engagement

Upstate Projects are highly adept at helping clients maximise GR on projects through market-appropriate design.

We offer:

/ Market intelligence and design consultation

/ Interior consultation and gross realisation optimisation

/ Consultation on floorplan sizing, unit mix, fixtures and appliances, finishes and amenity

/ Planning integrations and DA approvals

/ Design events for buyer consultation

Project Marketing and Sales Post Completion Services

Upstate Projects have a proven track record for achieving outstanding sales results through sector-defining project marketing.

We offer:

/ Market intelligence and analysis

/ Sales and marketing strategy

/ Brand identity design

/ Information packs and collateral

/ Photography, CGI and videography

/ Signage and advertising

/ Website and digital content

/ Social and email campaigns

/ Portal marketing

/ Print marketing

/ VIP Launch events

/ Bespoke buyer experiences

/ Sales enquiry monitoring and board reporting

/ Defects, valuations and settlement process

/ Welcome packages and gifting

Upstate are the region leader for residential and commercial leasing and management.

We offer:

/ Sales and leasing marketing strategy

/ Residential leasing and property management

/ Mixed use developments – commercial sales and leasing

/ Commercial asset and portfolio management

/ Investment strategy and advisory

/ Facilities management

/ Stock holding advice

Site Sales, Aquisitions and Amalgamations

/ Matching high-potential development sites to quality buyers.

Upstate Projects have the network, reach and influence to attract some of Australia’s most prominent developers as well as highnet-worth individuals and institutional clients.

Market research and site appraisal

We provide a thorough appraisal based on real time comparable property and market trends to ensure clients get the best return for their site. We will work with you to define an effective marketing strategy based on past campaigns in order to attract multiple offerings.

Feasibility and best use studies

Our team of experts will look at your raw or DA approved site and assess the feasibility based on relevant developments and knowledge of the local council.

Acquisitions and amalgamations

Having over 1,500 active developers on our database allows us to quickly match a site with a relevant buyer. Where applicable, we act as buyer’s agents or provide advice on site amalgamation.

Planning integrations and DA approvals

We can advise on how to best navigate the complexity of planning and council DA approvals.

We have in-depth experience with planner and architect integration which can help buyers make more informed decisions.

Information Memorandum

Our in-house design team will create an IM that includes - research infrastructure predictions, market and demographic trends, along with providing a feasibility estimate and predicted gross realisation schedule so that prospective buyers know their investment is in safe hands.

Marketing and sales strategy

Upstate Projects are marketing experts and apply the best marketing tools to drive interest. We manage both off market campaigns and public listing campaigns for both Auctions and EOI methods of sale.

Due diligence and risk assessment

Trust is key to a smooth transaction. To ensure there are no surprises or financial exposures, we thoroughly check all interested parties – trackrecord, reputation and capability so that clients can be sure the sale will complete successfully.

Board Reporting

We recognise there can be a number of stakeholders with vested interest in your sale –Upstate have excellent reporting systems in place – delivered weekly so that all activity is transparently shared in real time.

Design Consultation and Planning

Market intelligence and design reporting

We showcase other local developments to your design team to show you what’s current in your chosen market sector to help set a benchmark.

We work with some of Australia’s leading interior designers and interior architects to ensure the final product reflects buyer tastes and is both functional and beautiful.

Interior consultation and Gross Realisation optimisation

Maximising your gross realisation is key. We identify the core target market and focus design changes with them in mind – looking at unit mix allocation, floorplans and sizing, fixtures, appliances, finishes, common area amenities and green space designs and technology options.

Planning integrations and DA approvals

We have in-depth experience in integration with planners and architects and we understand the construction process and local council requirements.

We can connect you with the right consultants to get council approvals across the line in a timely manner so we can focus on selling your asset and meeting pre-sales targets.

Design events for buyer consultation

Events are a great way to gauge direction from the local market prior to locking in a design look and feel, and also give future residents a good sense of what to expect pre-build.

Upstate Projects regularly host design events and focus groups to validate design direction with buyers and share the latest interior trends with clients.

/ Helping future residents understand what to expect from your development and fine-tuning the features that make it feel like home.

We’re on the ground gaining market intelligence every day – data that enables us to provide accurate information on competitor SQM rates and SWOT analysis.

Project Marketing and Sales

/ People-inspired, data-driven marketing that connects with active buyers and commands a price premium.

Market intelligence and analysis

We don’t rely on hindsight; we listen to the market in real time to inform our approach.

We provide clients with a detailed report covering market trends, current sqm rates and buyer demographics before any area schedules are put forward to ensure our recommended approach is the right one.

A customised sales and marketing strategy

Every project is unique. We’ll define a detailed SWOT analysis and customised targeted sales strategy to address any potential issues that may arise.

We then define a marketing program that connects with the right buyers in the most targeted way through a phased approach.

Upstate Projects oversees the entire campaign from setting the sales strategy and creative direction of the project brand; to setting up the sales suite and development of digital content, social media and marketing collateral.

Brand identity design

Purposeful branding helps inspire customers, command a price premium and increase sales.

We have designed brand identities for some of Australia’s most successful developments and can create a bespoke brand for your project.

Information packs and collateral

Our in-house designers and writers are skilled at creating beautifully designed and articulated sales collateral that bring a project to life on the page through key messaging, CGI, photography, floorplans, finishes, and design schemes.

Photography, CGI and videography

We partner with the best CGI creators, photographers and videographers in the business – all are highly skilled at bringing a development to life and giving buyers an emotive connection and clear indication of what they can expect once the build is complete.

Signage and advertising

Signage is key for brand exposure in target market locations and directing potential purchasers to register interest. We manage all aspects of out-of-home advertising and signage including on-site signage as well as ambient advertising and signage.

Website and digital content

A website is crucial for showcasing a development and is a key channel for capturing buyer details and expressions of interest.

We create high impact websites in-house for our clients and track performance throughout the campaign.

Project Marketing and Sales

Social campaigns

We have a specialised digital marketing team, who work with trusted third party suppliers to promote projects across Google, Facebook, Instagram, LinkedIn and Youtube through SEO, SEM, Google display, social and retargeting.

We keep your project front of mind using concise retargeting tech and ensuring it continues to stay visible as buyers move through their various media channels.

Portal marketing

Upstate Projects have great relationships with all the leading real estate sites including realestate.com.au, domain.com.au and others and we can negotiate exclusive packages to make your project standout to the market in the most impactful way.

Email campaigns

Our 137,000+ database allows us to utilise our e-marketing program to quickly determine potential matches and distribute targeted emails.

We deliver strong results by using smart software programs to drive data driven eDM’s with beta testing meaning our open rates are higher and our engagement and lead capture records are industry-leading.

Print marketing

Print marketing is still a highly effective way to connect with purchasers. Upstate has excellent media buying power with publications who can tailor the best package per budget for our clients.

We also undertake mail drops and target specific addresses and suburbs with the right demographic for the project and hand-deliver mailcards to those buyers.

VIP launch events

A premium, VIP launch event, on the back of a targeted ‘whisper campaign’, is a highlyeffective way to deliver pre-sales targets by giving VIP purchasers an exclusive chance to buy.

Upstate love to bring people together and will host a highly effective and memorable event at our headquarters or at your development sales suite.

Sales suite design and set up

Upstate are experts at creating high-impact development project display suites.

Utilising the latest models, tech and 3D walkthroughs, buyers can imagine themselves in an apartment from the moment they step into the space. We have dedicated sales suites at our Upstate HQ for our client’s exclusive use to promote their development.

/ Off-the-plan development sales requires selling the dream of a luxury lifestyle to buyers and sharing the vision of the developer, architect and creative team.

An engaging buyer experience that converts to sales

Off-the-plan sales requires marketing the dream of a lifestyle to buyers but it also requires guiding them through what to expect and remove any barriers to purchase.

We regularly convert traditional buyers who may not have previously considered off-theplan by being able to sell their existing home so they can confidently proceed with the off-the-plan purchase.

Sales enquiry monitoring and board reporting

We recognise there may be a number of development stakeholders that need to be kept up to date across the development lifecycle.

We continuously monitor your marketing strategy, adjusting it in real time to ensure your rate of sales stays on target.

We provide weekly state-ofplay reporting so that you can effectively and transparently share progress with your board and other key stakeholders.

Defects, valuations and settlement process

A sale and purchase agreement is a legally binding contract and needs to be handled with care.

To ensure that the hand over is smooth and issue free, we guide buyers through any defect inspections at pre-settlement and finalise agreements to meet all parties interests.

Welcome packages and gifting

Personalised gifts at settlement are a great way to welcome buyers to their new home.

From branded glassware, coffee table books, home tech or even styling packages, Upstate can help create a memorable buyer impression for your brand.

“We recently purchased off-the-plan with Paul Ferrari and his team who were fantastic to deal with, in what was a big decision for us.

Upstate helped us with every detail – they covered off every aspect of the design, construction and the overall building. Nothing was left to chance.”

/ Melissa and Toby Ashton

Post-Completion Services

Residential leasing and property management

Upstate can lease entire complexes post-completion using a staged marketing approach with a proven track record designed to ensure your investment starts providing returns immediately.

Once leased you’ll have a dedicated property manager monitoring vacancy rates, rental increases and market trends so your investment continues to deliver.

Commercial sales and leasing

For mixed-use developments, it’s crucial to find the appropriate buyer or tenant for the site and ensure the asset is delivering a return on investment –something our Commercial Sales and Leasing team are highly effective at.

Finding a buyer or tenant prior to completion can be challenging, but it’s something we’ve come to master.

Commercial asset and facilities management and strategic advice

Our team are regional leaders with the best market intelligence available.

We can define the best strategy to futureproof your asset and grow your portfolio’s value and returns over the long-term.

Our relationships with our landlords prove this, with clients entrusting us for more than 30 years with their asset.

Stock holding advice

We advise on the best timing, term and rate to ensure your property is at the right stage of its lease life to maximise value in the event of a sale or valuation. Certain scenarios benefit from short leases while others, a longer lease term, as prices can vary significantly if being sold as a tenanted investment versus a vacant asset.

/ Maximising our client’s return on investment post-completion and well into the future.

“ We continually think forward to anticipate trends and translate what those trends mean for our clients and their business goals.”

/ Vincent West, Director Commercial

Our Clients

/ We’re privileged to work with some of Australia’s most high profile clients – from government agencies and national charities, to blue-chip listed companies, institutional clients and high-net worth individuals as well as Australia’s most exciting new and established multi-tier developers. Below we outline some of our clients:

Our Projects

/ Residential – On the market

Bathers Collaroy

4 Collaroy Street, Collaroy

Client: HCAP Group

Architect: Gartner Trovato Architects

Interiors: Coco Republic

Agency: Upstate Projects

We are proud to partner with some of Australia’s most preeminent property developers, architects, interior designers and creatives – all passionate about delivering exceptional living experiences that people love for years to come.

Bathers Collaroy is a recent collaboration we’re proud to be a part of. This state of the art beachside property is a first of its kind for the area by award winning developer HCAP Group, designed by Gartner Trovato Architects and featuring interiors by Coco Republic.

Inspired detailing by Coco Republic

For over 40 years, Coco Republic has captured the imagination of clients in developing the spaces they call home. In their design of the interiors and common areas for Bathers Collaroy, Coco Republic considered the natural hues of the coast in their design to create a feeling of elevated comfort and style.

Award Winning Developer, HCAP Group

HCAP Group is an award-winning privately owned family business, specialising in property development and asset management. This award-winning developer has proudly completed $500 million of delivered projects over the past five years. Bathers Collaroy is their first major development in the Northern Beaches.

Gartner Trovato Architects

Gartner Trovato Architects are known for an extensive range of exceptional projects in the Northern Beaches and the Sydney Metropolitan Area.

Their design for Bathers Collaroy is defined by robust natural materials and an abundance of space and light reflective of Collaroy’s easy coastal living.

“A great example of what can happen when all the right people come together.”

/ Peter Mosedale Upstate Director

Beautifully designed, state of the art residences set in a prime coastal location, footsteps from the beach and minutes from the buzz of Collaroy.

Bathers Collaroy includes 28 luxurious residences delivered by award-winning Developer, HCAP Group. Inspired by easy coastal living and featuring common areas designed by Coco Republic, Bathers offers the quintessential beachside experience for residents.

Set in a prime coastal location, footsteps from Collaroy Beach and minutes from shopping, cafes, golf, tennis, boating, cinema and parks, these beautifully designed, state-of-the-art apartments feature private beach showers and change rooms, personal surfboard storage, gym, yoga area, relaxing sauna and alfresco dining space within coastal landscaped gardens.

Upstate Projects were appointed by HCAP Group for the marketing and sales of Bathers Collaroy – the first of its kind, major residential development this precinct has seen for over a decade.

Prior to the build phase, Upstate Projects worked with the client to guide them through a lengthy DA process, overseeing multiple submissions to meet stringent council requirements without compromising the quality and vision for this high-end luxury landmark development.

HCAP engaged Upstate for stage two to provide local market intelligence and advice on floorplan layouts, finishes and amenities. We introduced the HCAP team to Coco Republic, Australia’s leading interior designer, who the client retained to design the luxurious interiors and common areas featured throughout the complex.

A highly successful collaboration, acheiving a record-breaking penthouse area sale at $5,400,000.

$5.4m Area record Sale price

Q4 2024

“Upstate has been with us the entire process, from engaging the designer, to highly detailed meetings around each individual apartment and how we can maximise design and sale opportunities. Their professionalism and support have been second to none. We have launched through a very tough interest rate-affected market and have managed to set record sales for the area from day one of the campaign.

The team at Upstate have not wavered in their dedication and commitment throughout what have been tough market conditions. I recommend Upstate Projects without hesitation; they are project marketing experts in their field and can assist with every step from inception to settlement.”

/ Steve Howell CEO – HCAP Developments

The Hamptons by Rose

15 Fisher Road, Dee Why

Client: Rose Group / Architect: Rose Architectural Design / Agency: Upstate Projects

Hamptons by Rose, by award-winning developer Rose Group is located in fast-growing Fisher Road, Dee Why and offers 126 x 1, 2 and 3-bedroom apartments accompanied by 3 individually crafted penthouses surrounding a heritage retail space.

Following the Rose tradition of coastal-inspired architecture, the residences offer timeless interior design inspired by the colours and textures of the Northern Beaches coastal fringe. The complex offers thoughtfully-considered finishes and inclusions giving a warm, luxurious and contemporary interpretation of the timeless Hamptons aesthetic.

Rose Group enlisted Upstate Projects to collaborate with Rose’s internal agent to amplify the marketing and bring in relevant buyers. We were able to utilise our extensive database of over 137,000+ contacts which resulted in eight sales from the VIP pre-market campaign alone – achieving a sale of $4,700,000 for one property, a record-breaking result for the area. Overall sales reached so far are in excess of $59 million – an excellent result for the client.

A contemporary residential development in the heart of Dee Why offering 126 x 1, 2 and 3-bedroom apartments with a timeless Hamptons aesthetic.

Bianco

398 Sydney Road, Balgowlah

Client: Trend Living / Architect: PBD Architects / Agency: Upstate Projects

Bianco Balgowlah is a collection of 12 residences set within an architectural design incorporating contrasting materials and tones to deliver an elevated impact. Featuring 12 x 1, 2 and 3 Bedroom Apartments and 3 Retail Spaces, Bianco offers the best in-village lifestyle, sophistication and easy living located in the heart of the Northern Beaches.

Upstate Projects were appointed by Trend Living as co-agents through a client recommendation on the back of our sell-out success at Dove Lane, Warriewood.

Trend Living were looking for advice on how best to sell the property which was in a challenging location – facing South on a very busy section of Sydney Road. As well as establishing a sales strategy, executing a ‘whisper’ campaign and an additional bespoke penthouse campaign, we provided key positioning advice to Charles Lloyd, the appointed marketing team, resulting in more targeted and Northern Beaches-centric marketing collateral and CGI imagery. We generated a significant uplift in interest and importantly achieved a record $26,000 p/sqm rate for Balgowlah.

Architectural design melding innovative and contrasting materials to deliver an elevated impact in the heart of Balgowlah.

/ Residential – Sold

The Gable House

25 Pittwater Road, Manly

Client: Attentus Projects

Architect: Wolski Coppin Architecture

Interiors: Alanna Smit Structural Interiors

Agency: Upstate Projects

The Gable House, a boutique offering in the heart of Manly is a uniquely distinct project amalgamating old with new, offering four, three-bedroom penthouse-style apartments set behind a grand heritage home.

When first released to market, the feedback was clear that the initial kitchen and living design did not maximise the space and didn’t appeal to the core target market –retirees and executives.

Upstate engaged the Structural and Interior designer, Alanna Smit to realise the vision for the modifications. Alanna’s deep understanding of the built environment and relaxed, beach inspired design ethos matched perfectly to the project requirements.

Her design introduced high-quality joinery and features that were sympathetic to the existing heritage details of the original building and provided the perfect fusion of luxury with the highest level of amenity for each unit.

Wolski Coppin Architecture

With over four decades in practice, Mosman based Wolski Coppin Architecture have compiled a significant portfolio of projects across urban design, apartment buildings, mixed-use and high-end waterfront homes, resorts and commercial offices.

Attentus Projects

Over a decade, Attentus Group have proudly developed significant projects on the Northern Beaches from Manly to Palm Beach. Specialising in empty nester and downsizer projects, Attentus strive to bring quality developments of the highest standards that buyers can see themselves in for many years to come.

Alanna Smit Structural Interiors

Alanna Smit is one of Australia’s leading Structural Interior designers. Known for her effortless, contemporary style and has expertise in interior design, Alanna’s portfolio spans modest renovations to full design and construction.

Alanna projects have been featured on The Lifestyle Channel’s Love It Or List It, House & Garden, Home Beautiful and Sunday Life.

The Gable House is a heritage, boutique offering of 4 x 3 bedroom apartments adjacent to a 1 x fully restored heritage home, based in the heart of Manly. This was a joint collaboration with Attentus Projects, Wolski Coppin Architects, Lyon Developments and Alanna Smit Interior Design. The Gable House encompasses beautiful, leading-edge design that is sympathetic to its heritage surroundings.

Upstate Projects were engaged by Attentus to provide expertise around meeting sales targets for The Gable House.

“Our updated design direction resulted in immediate 80% sell out of the development, out-performing expected sales targets for this market.”

/ Lachlan Yeates Upstate Director

To maximise the spaces on offer, we enlisted Alanna Smit, an awardwinning structural and interior designer known for her expertise in heritage projects. We worked with Alanna to maximise floorplans, finalise fixtures, finishes and colour palettes, as well as to create the marketing assets for our marketing team to take to the market.

By introducing an award-winning designer to bring a sophisticated brand look and feel to the project and redesigning of the lots to maximise the GR, we not only achieved the vendors sell-through targets, but reached new records of p/sqm rates in a tier 2–3 location in Manly.

Win GR Completion

Vendors sell through targets. Area record sqm rate. $15m Q3

Heritage charm and seamless contemporary design meets stateof-the-art living in the heart of iconic Manly.

2 Delmar

2 Delmar Parade, Dee Why

Client: Landmark Group / Architect: Rothelowman Architects / Agency: Upstate Projects

2 Delmar by Landmark Group – regarded as one of Australia’s leading residential property developers, sets a new standard in beachside living. Set at the gateway to Dee Why’s buzzing coastal town centre, Delmar’s ‘inside-out’ design approach offers a new type of urban living with a mix of apartments styled for relaxed luxury.

New to the Northern Beaches, Landmark Group engaged Upstate Projects on the strategy, sales campaign and launch for their $70 million mixed-use development, 2 Delmar. Being a new client for us, it was important to build confidence by first providing thorough

feedback on pricing, finishes and marketing to ensure the launch would have the most impact with local buyers.

Our ‘Why We Love Delmar’ campaign for the development was a great success and resulted in 100% sell-through – at the height of the pandemic. We sold 17 lots directly via our database through a pre-launch whisper campaign; followed by a 100% sell-through of the project after launching mid-Covid. This was achieved while managing, in parallel, the sell of Havana, another development of 78 apartments in Dee Why.

“ Landmark Group Australia engaged Upstate to handle the project marketing of our 70-million-dollar mixed-use development on the Northern Beaches. We all made the decision to launch the project mid-Covid and the team achieved the targets and gave confidence. We have further projects of a much larger scale and would have no hesitation using the Upstate team to partner with on these projects in the future.”

/ Landmark Group

Urban chic meets beach living setting a new benchmark in lifestyle, only minutes from the beach, in the heart of Dee Why.

18 MacPherson

18 Macpherson Street, Warriewood

Client: Sunland Group / Architect: Sunland Group / Agency: Upstate Projects

18 Macpherson is a contemporary collection of 79 family terrace homes located in the heart of Warriewood offering a mix of 3 and 4-bedroom plus family room residences, featuring a harmonious blend of elegant architecture, graceful interior design, and functional excellence. Developed by Sunland Group, one of Australia’s most prolific developers, known for the creation of vibrant communities through architectural excellence.

Queensland-based, Sunland Group, engaged Upstate Projects to make its Northern Beaches debut with this 79-home project in

Warriewood in 2017. We were awarded exclusive agent and advised on sizing, layouts, finishes and mix of property type from concept to delivery. We sold off-market over two launches – selling 79 town houses via our database in 10 days. Significantly, we did not use any portal marketing to achieve these sales.

As well as delivering a fantastic result and service experience for Sunland Group, we successfully established the Sunland brand firmly in the Northern Beaches.

“ Being Sunland’s first development on the Northern Beaches, the Upstate team and office with its network across the Northern Beaches helped establish our brand in the local market. Our clients were treated with the utmost respect and care. It is without hesitation that I recommend the Upstate team to provide project marketing services that deliver vibrant communities and successful developments.”

/ Sunland Group

harmonious blend of elegant architecture, graceful interior design and functional excellence perfect for families with busy lives.

Panorama

234 Ocean Street, Narrabeen

Client: Attentus Projects / Architect: Dilcara and Barry Rush & Associates / Agency: Upstate Projects

Panorama by Attentus is a limited collection of 8 x luxury 3 bedroom ‘over 55’s’ residences and penthouses with direct lake frontage. The north-facing penthouse apartments are perfectly positioned in the peninsula between the beach and the lake in the heart of Narrabeen village.

Created by renowned award-winning architects Dilcara and Barry Rush & Associates, Panorama features flawless craftsmanship and luxury finishes throughout generous spaces offering seamless indoor/outdoor flow and state-of-the-art entertaining terraces.

Upstate successfully sold the site to Attentus Projects in 2018 at a market-setting $26,000 p/sqm rate. We were invited to partner with Attentus on the development itself, becoming a 10% shareholder in the company, responsible for delivering all sales before completion. We played a significant role in the design, consulting on unit size and finishes as well as collaborating with the creative agency, Made, on the direction and execution of all collateral for the marketing campaign.

A limited collection of luxury 2 and 3-bedroom ‘over 55’s’ residences and penthouses with direct lake frontage and spectacular views.

The Bowery

562–564 Willoughby Road, Willoughby

Client: OMD Group / Architect: FHA / Agency: Upstate Projects

Silver Award winner in the 2019 Design Awards, The Bowery comprises of 17 upscale apartments skilfully designed for seamless living and entertaining. Blending modern luxury sympathetically with the building’s original historical structure, the complex features a mix of 1, 2 and 3-bedroom upscale residences, plus a range of prime commercial suites on the ground floor. Offering total convenience, only footsteps away from access to express buses to the city and Chatswood, and access to fine dining and day-to-day amenities along Willoughby Road.

OMD engaged Upstate Projects on the build completion to replace their incumbent local agent who had only achieved minimal offthe-plan sales prior to completion. Our in-house marketing team designed and executed a dynamic The Bowery brand identity and created all relevant marketing assets for promoting the development including website, IM, signage, advertising and all digital content. Upstate Projects were able to achieve five sales for the vendor at a value of $7m prior to the vendor retailing the remainder of the building as a lease investment.

Rosina

163–165 Pacific Parade, Dee Why

Client: Dilcara / Architect: PBD Architects / Agency: Upstate Projects

An award-winning development by Dilcara and PBD Architects is located in the most sought after location in Dee Why. Featuring 16 x 2 and 3 bedroom sub-penthouse and penthouse residences, it sets a new benchmark in architectural and design excellence for the area. The quality and generosity of these residences are defined by free-flowing layouts, seamless outdoor connection to oversized terraces and state-of-the-art technology for easy living.

Upstate was engaged as the exclusive agent for the project. We consulted with Dilcara from development conception –advising on the interior design and colour scheme of the project. Our in-house digital and marketing team created the brand assets and marketing collateral, and managing the entire life cycle from inception to settlement.

We achieved a 100% sell out of for the vendor, at the highest sqm rate in Dee Why – a fantastic result for the client.

A limited collection of 16 x 2 and 3 bedroom apartments offering free flowing layouts and seamless indoor/ outdoor connection by the sea.

Site Sales

/ Commercial – Sold

Naamaroo Uniting Venue

Lot B Lady Game Drive, Lindfield

Client: Uniting Church Australia / Agency: Upstate Commercial

Operated by Uniting Church as a youth recreational camp and conference centre, and adjoining Lane Cove National Park on 6.17 hectares of land in a natural bushland setting, Naamaroo Venue is one of the last remaining green spaces in the Sydney Metropolitan Area. With excellent transport links, the site is only 2.8km from Chatswood and North Ryde and 11km from Sydney’s CBD.

Upstate was engaged as the exclusive agent to market and find the right buyer who could see the potential for the site’s rare RE2 – Private Recreation Zoning for child care, community facilities,

education, information or recreation facilities, registered clubs, respite centres among others.

A full expression of interest marketing campaign was run over six weeks, bringing in over 200 enquiries and 11 offers. The offers went to round three and we were able to achieve a record sale with a timely two week settlement and introduce a prestigious purchaser to the area, The King’s Private School. A great result – despite a difficult market, we were able to find a quality buyer and sold in six weeks for $15.1 million – setting a price record for the area.

The Salvation Army – Pacific Lodge

15 Fisher Road, Dee Why

Client: The Salvation Army / Agency: Upstate Projects with CBRE

The Salvation Army-owned site on Fisher Road, complete with Pacific Lodge, a historic building dating back to 1892, was used by the charity as an aged care facility. While the client was motivated to sell, they required a high level of sensitivity to the sales and marketing approach in order to safeguard the reputation of the Salvation Army and ensure the charity was not viewed unfavourably as being a developer motivated by revenue.

Upstate worked with the client’s property team for nearly a decade before the site was brought to market to get a stage one scheme for a NSA approval. Partnering with CBRE, we ran a six week EOI campaign, locally and internationally, concluding with over 15 submissions for the purchase and four groups going to round two increasing the offers by over 10% in the later stage of negotiations. The site sold for $26.5 million, a result well-above expectations.

Phase Two: Upstate Projects are exclusive agents of the Rose Group’s much anticipated project Hampton’s in Dee Why which is located on the site. We are guiding the design process and maximisation of GR, floor plans and product mix as well as the marketing whilst the design is in land and environment court.

“ Thank you for your considerable efforts in assisting with the marketing and then the successful negotiating of the sale of Pacific Lodge. Your efforts and those of the staff have been fundamental in achieving a premium price for this facility which will allow The Salvation Army to continue to develop improved services for those people in our society in need of care.”

/ Stephen Montgomery Property Manager – The Salvation Army

A single ownership, high-profile site offering ridgeline views of Sydney’s Northern Beaches.

1 Kenneth Road

Manly Vale, NSW

Client: Stacks Managed Investments Limited & Nick Scali Limited / Agency: Upstate Projects – Commercial

1 Kenneth Road presented a rare opportunity to redevelop existing warehouses into a mixed-used development in a prime location. The 1,553sqm site set across two separate titles, with two street frontages is located in a rapidly growing residential area where similar properties had been recently approved and under construction, or had been completed as shop-top developments.

Superbly located, only footsteps from the new B-line city bus service, the site is only a few minutes stroll from supermarkets, cafes and eateries and minutes from major regional shopping centres, Manly Dam Reserve and Manly’s Beaches, wharf and cosmopolitan eateries.

Upstate Projects were initially engaged as the exclusive agents by Stacks Managed Investments for a receiver sale. Upstate proposed a full marketing campaign and auction method of sale. The campaign ran for four weeks, attracting multiple registered bidders at auction, resulting in the property being sold above the vendors expectations at $6.2 million with a short settlement period.

On the back of the success of the first sale, the new vendor engaged Upstate Projects, as exclusive marketing agents to run a full marketing campaign with auction method of sale. We were able to achieve a sale well in excess of the vendors expectations of $9.9 million. A fantastic result for the client and example of the kind of trust and return business Upstate Projects earn with vendors.

A rare shop-top development site in a prime location, minutes from Manly Beaches and amenities.

Some of our Site Sales & Sold Projects

Site Sales

Sold Projects