Four homes.
Three remain.
Four 4-bedroom townhomes in one of Ashburton's best positions. TH1 went at launch. Three remain — and we have a clear run at all of them before November.
Where we are.
Where we're going.
One sold at launch. The build is underway. The next three sales follow the construction — each phase of the site gives us a new reason to put a buyer in front of a contract.
Where our buyers
are coming from.
Hover each suburb for buyer profile detail. Dashed lines show the expected buyer migration path to site. Primary targets within 3–5km.
The message shifts
as the build moves.
Eight months of construction gives us eight months of content. Every stage of the site is a new headline. Click any phase to expand.
It's underway.
The ground is broken. Buyers who've been sitting on the fence can see the site is real. That's the message — show them it's happening.
Last chance to customise.
Buyers who want any say in their finishes need to move in the next few weeks. That window is real — and we use it. It's the most honest urgency lever in the campaign.
Come and see it.
We start walking qualified buyers through. When they can physically stand inside the home and feel the ceiling height, the size of the kitchen, the quiet of the street — that's when hesitation ends.
One left.
Three sold. One home remaining. That's a different conversation — and an easier one. Scarcity is real, the product is finished, and the buyer walking through knows they're the last one in.
Where the
money goes.
REA and social both run from launch. REA captures active buyers already searching. Social targets the downsizer corridor by postcode. Letterbox and content support through the build. Total well inside 0.75% of GRV.
The buyer is
already close.
Every dollar works harder when we know exactly who we're talking to. Four profiles — one primary, three worth knowing.
The Local Downsizer
55–70 · Primary Target · Primary SpendThey already live within 5–7km. The family home is too big — but they won't leave the neighbourhood they've been in for 25 years. They want something new, low maintenance, and in the same pocket.
Four bedrooms matters here. Grandkids need somewhere to stay. And at this price point, they're not stretching — they're trading equity into quality.
The Inner East Upsizer
38–50 · Secondary TargetComing from a 3-bed in Hawthorn, Surrey Hills or Malvern. They've been watching Ashburton — they know what it represents. A brand-new 4-bedroom townhome at this level is the move they've been building toward.
Build quality matters. So does the developer's track record. They respond to certainty — fixed price, known completion, new home warranty.
The Divorcee
42–58 · Often Overlooked — Often BuyingSettled, capital in hand, needs to re-establish quickly and cleanly in a suburb they know. A brand-new 4-bedroom townhome doesn't feel like a compromise — it feels like a reset.
Decisive buyers. They move faster than most. They're not looking to negotiate endlessly — they want the right product and they want to get it done.
The Returning Local
40–55 · Interstate or Expat ReturnBeen away — interstate or overseas. Knows the inner east. Wants to re-enter Melbourne with something new, no renovation risk, in a suburb with solid long-term fundamentals.
Digital-first in their search. REA, social and our EDMs are how they find us. A strong walkthrough offer converts enquiry to contract for this cohort.
Young / Growing Families
33–44 · Tertiary — We'll See Them, We Won't Chase ThemWe'll get enquiry here. The 4-bedroom layout, the school proximity, the new build — it stacks up on paper. But at this bracket, families are usually weighing a townhome against an older house on a proper block, and the yard wins more often than not.
Where we're competitive: no maintenance, brand new, nothing to touch for a decade. If they come through, we qualify hard and convert where we can. We just don't point our media budget their way first.
How it plays
out.
From launch to sold out in under ten months. Each step builds on the last.
Hoarding up. TH1 sold. REA live.
The site is activated. REA Premier listing is running at $4k/month. First EDM goes out to both databases this week. Letterbox drop covers the 5–7km radius in the same window.
Customisations close. Final window.
Buyers who want a say in their finishes have until end of April. Social has been running since day one. EDM goes out this week: last chance to personalise before selections lock.
TH2 sold.
Customisations are locked. Buyers can see the construction moving. The urgency now is simple — three homes remain and interest is building.
Walkthroughs. TH3 done.
We start walking qualified buyers through the site. Seeing the space — the ceiling height, the kitchen scale, the street — closes deals that phone calls don't. TH3 is our walkthrough conversion target.
Four sold. Before settlement.
The finished product does the last bit of selling. TH4 closes on the strength of what buyers can physically see. All four in contract before practical completion.
In the unlikely event one home remains at completion, we flip to auction — targeting the spring market where conditions and competition typically work in our favour.
Darren Blair
& Simon Curtain.
Darren Blair
Director · Blair Property Group · MalvernCampaign management, pricing, digital spend, EDMs, hoarding, site reporting and developer liaison — from launch to settlement.
Simon Curtain
Director · Abercromby's · ArmadaleSimon's buyer database covers Hawthorn, Armadale and Malvern — the exact cohort for this product. Running alongside BPG from day one, not after.