Five homes.
All available.
Five homes. Every one has a double garage with an EV charger, a powder room, and 2-car parking. Completion December 2026.
Tactical
Initiatives.
No stamp duty. So we go on the product and the offers. Three things no other townhome in this suburb is doing right now.
Every home comes with an EV charger installed in the garage. Not pre-wired for one later — installed. Petrol isn’t getting cheaper. A lot of buyers are already in an EV or planning to be. Most new townhomes in Reservoir don’t have this. These do. It leads every ad.
EV Charger Included- Purchase before 1 June 2026 — full home automation included
- Lighting, climate and security connected and configured before settlement
- Buyers don’t sort it out themselves — it’s done
- Hard date. After 1 June the offer is gone
- Headline of every ad from day one
- Buyers who purchase before 1 June choose their tiles, carpet, flooring and kitchen finishes
- Window closes 1 June when frames go up
- Runs alongside the home automation offer — same deadline, two reasons to move
- Add completion date sticker to existing hoarding
- “Completion December 2026”
- Do this now
- “Buy before 1 June — we’ll automate your home”
- “Tile & kitchen selections still open”
- Sticker comes off when the offer closes. New one goes up.
- Home automation offer closes — sticker changes
- Selections close — sticker changes
- Sale happens — sold sticker goes up
- Hoarding is active the whole campaign
Construction commenced.
The clock is running.
Construction commenced. December 2026 completion. Five homes to sell. Both offers close 1 June — 45 days from launch to get buyers through the door.
Where our buyers
are coming from.
Hover each suburb for buyer detail. The inner north wave has moved through Northcote and Thornbury — it’s in Preston now and buyers are watching Reservoir. They know what’s coming.
Keep the site
talking.
Site photos every four weeks. Stickers on the hoarding change as dates pass and sales happen. We don’t go quiet between sales.
The message shifts
with the build.
Four phases. Click to expand.
45 days. Two offers. One deadline.
Home automation and customisation selections both close 1 June. That’s the window. Both offers go in every channel from day one.
Offers closed. Frames up. December on track.
Both offers have closed. Message is simple — the build is moving, it’s finishing December. TH3 and TH4.
Walk them through it.
Near lock-up. Buyers come to site and see it. The EV charger is in the garage. The home automation is live. TH5.
All five before OC.
All five under contract before December. If TH5 is still going at 6 weeks out, the finished home closes it.
Where the
money goes.
REA and social from day one. Letterbox drop at launch. Site photography every four weeks. Hoarding stickers change as dates and milestones pass.
Who we’re
selling to.
Three buyer groups. The local is the main one. The EV charger and home automation offer pulls buyers who wouldn’t normally look this far north.
The Local Upgrader
42–62 · Primary Target · Primary Spend- Already in Reservoir or Preston
- Wants a new build without leaving the suburb
- Has the equity — not stretching
- EV charger and home automation offer is a bonus on top of a decision they were already making
The Preston Owner
38–55 · Moving North, Not Down- In Preston, wants to upgrade without going further north
- 4 beds, double garage with EV charger, up to 259m²
- This spec doesn’t exist in Preston at this price
The Northcote / Thornbury Buyer
35–50 · Priced Out, Not Priced Down- Was looking in Northcote or Thornbury
- Couldn’t make $1.5M work for an older home that needs work
- 64 Thackeray is brand new, ~$300k less, EV charger and home automation included
- Knows Reservoir is moving
The Heidelberg / Bundoora Lateral Move
40–58 · North-East Buyers Looking West- North-east corridor buyer
- Wants a new build with a double garage — no renos
- $1.1–$1.3M for 4 beds, double garage with EV charger, up to 259m²
- Hard to match this spec in their current area
The Tech-Forward Buyer
30–45 · Buying on Spec, Not Suburb- Not looking in Reservoir specifically
- Looking for a new build with an EV charger and home automation
- Rare product in Melbourne at this price point
- Lead with EV and home automation in REA and social creative — they find the listing
- Move fast when the product matches what they’re searching for
How it plays
out.
Five steps. Launch to settlement.
REA live. EDM out. Sticker on the hoarding.
REA at $4,000/month. First EDM out: “Construction underway. EV charger in every garage. Buy before 1 June — full home automation included and choose your tiles and kitchen finishes.” Completion date sticker goes on the hoarding. Meta social running. Letterbox drop 5–7km north.
TH1 and TH2. Before 1 June.
- Target: TH1 and TH2 under contract before 1 June
- Retargeting running on all previous engagement
- Second EDM: both offers, both deadlines
- Offer sticker live on the hoarding
Offers closed. TH3 and TH4.
- Both offers closed 1 June
- Hoarding stickers updated
- Message: frames up, December on track
- Progress photos every 4 weeks
- Walkthrough invitations to warm leads
Walkthroughs. TH5.
- Near lock-up
- Walkthroughs to all warm leads and reactivated enquiry
- EV charger and home automation visible on site
- If four are sold: sold sticker up, “Four sold. One remaining” in every channel
All five before OC.
- Target: all five under contract before December OC
- If TH5 is still running at 6 weeks out: all enquiry reactivated, full channel push, open walkthrough
- “Move in by Christmas” works in November
BPG leads.
Launch to settlement.
One agency. One campaign. Full accountability from launch to settlement.
Darren Blair
Director · Blair Property Group · Malvern- Campaign management and pricing strategy
- REA and social spend oversight
- EDM coordination
- Hoarding sticker updates throughout campaign
- Site reporting and developer liaison
- One contact from launch to settlement