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Case Study Residential: The West End Residences project

West end

Project Summary

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.

Sales Summary

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.

Testimonial

“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.”

Libby Walsh
Managing Director
Roxy-Pacific (Australia & NZ)


Related Experts

Blake Schulze

National Director, Project Marketing

Residential

Sydney CBD

Specialising  in Residential Project Marketing, Blake works with the NSW Residential Directors, pitching, listing and managing projects, and the sales team, to ensure the best possible outcomes for our developer clients. Providing regular market commentary and advice regarding design, mix and pricing of their projects. My clients rely on his solid research and market knowledge to assist them in making the best decisions for the success of their project.

He works closely with various teams including project marketing, development site sales, land marketing and general agency to win and retain clients. In addition to the residential project marketing business, Blake  works collaboratively with other teams within Colliers International including capital markets, retail and commercial to provide high-level advice regarding their clients' property to service their requirements across all phases of their current and future developments.

Blake currently works as a Director for the NSW Residential Project Marketing business within Colliers International. Within this role he works  closely with the  Managing Director, Peter Chittenden, across all new residential project marketing opportunities both locally in Sydney and nationally. For our clients, we seek to service their requirements across all phases of their current and future developments.

He also works alongside the other NSW Residential Directors, pitching, listing, and managing projects and the sales team to ensure the best possible outcomes for our developer clients. Providing regular market commentary and advice regarding design, mix and pricing of their projects, my clients rely on my solid research and market knowledge to assist them in making the best decisions for the success of their project.

Recent successful projects that Blake has  co-managed include Wonderland and Duo at Central Park for Frasers Property, Twenty95 in Manly for Grocon, and Aqualuna in Milsons Point for Zone Q as well as Newmarket in Randwick for Cbus.
 

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Peter Kerras

Sales Director | Project Marketing

Residential

Sydney CBD

With over 35 years' experience in Real Estate, I have become an expert in prestige project marketing and auctions, bringing a wealth of experience, knowledge and integrity to the Colliers International residential team.

I work alongside my fellow Directors to manage and lead the NSW Residential team, overseeing the marketing and sales teams to ensure a high level of service is provided to our vendors and purchasers alike, and that they achieve success through their parnership with Colliers International.

Prior to my current tenure at Colliers, I owned and operated a successful franchise in Neutral Bay for 8 years focusing on auctions and high-end Residential before joining Colliers International for the first time in 1998. In 2007 I joined CBRE Residential Projects and was earmarked to grow the resale business and focus on high-end residential projects before then returning to Colliers International.

During my years in Residential Real Estate, I have been instrumental in some record breaking sales at Milsons Point, Neutral Bay, Potts Point, Abbotsford and most notably set a record in Sydney with the sale of the Hyde Penthouse for $12.5m. I take great pride in providing solid and honest advice to all my clients and building strong relationships with vendors and purchasers, ensuring that I become their main point of contact for all their residential needs.

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Peter Chittenden

Managing Director | Residential

Residential

Sydney CBD

My professional knowhow stems from an extensive career in Residential property development, project marketing, site acquisition and property valuation.

I rejoined Colliers International 11 years ago as Managing Director, and since then I have worked to grow my team and our Residential division by more than 300%.

Across the country we have successfully launched and sold over 100 Residential projects, and we have played an instrumental role in every aspect of these successes for our clients.

I have built a team that offers the complete end to end service for our clients and customers alike, from the site aquisition right through to the sale and settlement of every last apartment. 

My 30+ years of experience in real estate, and genuine passion for property has seen me involved across numerous key industry bodies and groups, as well as the establishment of my own thought leading blog, projectagenda.com.au with over 4000 followers from within the industry. 

Prior to my time at Colliers International, I held the position of National Sales and Marketing Manager for Stockland Apartments. During his time I launched and managed a national portfolio of major projects and led a large national sales and marketing team. Prior to this, I started and ran my own successful project marketing company, Realm Project Marketing, for three years specialising in large land estates, housing and apartment projects predominantly in NSW, providing a high level of service that extended beyond the traditional sales appointment.

In my earlier role at Colliers International I was the National Director, Residential Land Marketing, where I established a highly successful division which led to the appointment of our business to project market several major estates in Sydney and Melbourne, which commenced long lasting relationships that our business still maintains today. 

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