Off-the-plan apartments
Product mix, pricing, positioning, launch strategy and buyer conversion, informed by more than a decade selling new apartments for developers.
For developers
Build what buyers
actually want.
Honest market feedback, product and price advice, and a sales strategy grounded in real demand. Before you commit, not after.
The consulting
Real feedback, before you commit.
You are about to commit to a product mix, a price schedule and a launch date. The expensive mistakes are the ones locked in before anyone has tested them against a real buyer, and by the time the market tells you, the slab is down.
Brought in early, here is what you get.
- Design and product-mix feedback that reflects real buyer demand.
- Price-mix and positioning grounded in comparable sales.
- Buyer sentiment, demand and an honest read on what is likely to sell.
- A sales strategy across the whole project lifecycle.
- Access to buyer networks in Perth and South-East Asia, with multilingual marketing where appropriate.
Why take my read on it. I started on your side of the table, selling englobo land to developers between 2004 and 2008, parcels from $2M to $6M, so I have sat across from someone doing the feasibility and watched what those numbers had to carry. Then more than ten years selling off-the-plan apartments, entry-level through to luxury, and two years in house and land with ABN Realty, part of the ABN Group. The advice comes from someone who has sold this product, not studied it.
House & land
Product, price and sales strategy grounded in what owner-occupiers and investors are actually responding to in the market.
Track record
Projects, not just opinions.
Consulting on residential developments to $60M, from product design through to project sales. Most often I am called when a project is not selling, and the answer is a buyer pool nobody has reached yet.
When the local buyers are not there
Au Apartments, East Perth
When Perth buyers went quiet, Finbar brought me in to find buyers further afield. I took Au to Singapore and Malaysia and sold around 5% of the building in under three months, before the local market picked up again.
When the market turns mid-campaign
Momentum, Cannington
When the market slowed, I found buyers in East Malaysia through Curtin University's twinning programs, then had a Singapore bank lend against the project when Australian banks stopped lending to overseas buyers. Pre-sale threshold reached in ten months, close to 70% sold, and every sale settled.
The full Momentum story →When the market turns before you launch
Velocity, Cannington
The market had already turned at launch. I identified demand for NDIS specialist disability accommodation and proposed converting two stacks, which opened a second buyer pool of private investors and SDA providers. I sold the two courtyard apartments directly and managed the sales channels on the balance.
When the product needs repositioning
Berrigan Grove, South Lake
The homes were built to a sharp price point. I worked with the design team on the interiors and street-facing exteriors to lift what buyers see first, and positioned the estate as resort-style villas. Then I priced it release by release, so each stage set the benchmark for the next. The estate is now in its final release.
How engagements work
Flexible, and aligned with your outcome.
Engagements range from a one-off market review to end-to-end consultancy across the life of the project. Where it suits both sides, the consulting fee can be structured to offset against the sales commission, so the advice and the result stay aligned.
The starting point is a conversation about your site, your numbers, and what the market is really telling you.
For developers
Get the honest read before you break ground.
A clear, data-led view of what to build, how to price it, and how to sell it.