Designed by the multi-award winning architects Turner with interiors by Siren Design, The West End Residences project, developed by Roxy-Pacific (Australia & NZ), was the redevelopment of two city blocks in Glebe into a new residence precinct, and was released over two stages consisting of 231 apartments and terraces across the Foundry and the Arthouse building.
Colliers worked with Roxy-Pacific throughout the early stages of planning the apartments, working with the both the Architects & Planners to ensure the development mix, sizes, layouts and amenity offering aligned to the buyer profile.
One Brand for Two Markets
Our brand positioning for West End Residences Glebe was unique and had to appeal to two very distinct primary audiences. Our local downsizers, as well as offshore investors and ‘lifestyle investors’ and needed to ensure the highest level of enquiry could be achieved to secure sales.
Our brand leveraged the village lifestyle appeal of Glebe, whilst also showcasing our proximity to Sydney CBD, education offerings and transport –all appealing to the foreign and investor markets.
Working in conjunction with the client Roxy-Pacific and creative agency The Property Agency, we developed one brand which would appeal to our two primary purchasers.
Our ‘Village Lifestyle on the CBD Doorstep’ was reflected throughout all our marketing collateral and appealed to both buyer types, with 60% of purchasers through Channel Networks.
It was an exciting development to be a part of and was a collaborative process throughout.
Colliers released Block One –The Foundry, the larger of the two blocks to market first, selling 80% off-the-plan at launch. The launch of Block Two –The Arthouse was released to market shortly after.
The first stage of the project launched in 2017 and construction completed in November 2019 with just a handful of apartments remaining.
Under the guise of the COVID-19 Real Estate lock downs, in March 2020 Colliers launched a Virtual Tour of all remaining apartments at the West End Residences. The “virtual tour” which was run by selling agents and took prospective purchasers on a guided virtual tour of the remaining apartments. The online tours launched to market and after just one week on market the virtual tours achieved five sales.
The West End sale team adopted the ‘Virtual’ Sales strategy and the project sold out in April 2020 during the NSW lockdown.
“The Colliers team has a breadth of knowledge and experience which was applied to our project, giving us peace of mind that our project was in good hands. We look forward to working with Colliers again in the future.”
Roxy-Pacific (Australia & NZ)