Sales Intelligence Report
Windsor
Park
61–71 McIlwrick Street, Windsor, Victoria, 3181
12
Available for Purchase
33
Total Residences
$1.8M
Entry Price
95
Walk Score
Done
Construction Complete
National UDIA Award — Medium Density Development 2026
The Opportunity
A Precision
Sell-Down
Windsor Park is a completed, award-winning development with 12 residences remaining — a finite, ready-to-occupy collection in one of Melbourne's most walkable precincts. The objective is not volume. It's a controlled, value-preserving close-out.
Vacant — Ready Now
5
Available for immediate occupation. No lease complications and no waiting period for buyers.
Leased — Available for Sale
7
Currently tenanted but available for purchase. Two leases expiring imminently — effectively vacant shortly.
Rental Return Reset
1
One apartment requires a cosmetic refresh, re-styling and re-photography before reintroduction as a fresh-to-market listing.
Available Stock
The Remaining
12 Residences
| Apartment | Status | Scheme | Aspect | Beds | Baths | Carpark | Internal m² | Total m² | List Price |
|---|
Pricing Strategy
Three-Tier
Price Architecture
Clear segmentation creates urgency at entry, anchors the mid-range, and protects premium pricing. No broad discounting — targeted, controlled positioning per buyer and product cluster.
Entry Position
From $1.8M
Apts 108 & 109 — Entry lead generators
- Sharp, market-leading price to create momentum
- 3 bed / 2 bath, 124.5m² internal
- East-facing, Classic scheme
- Generates enquiry volume and signals urgency to mid-tier
- One has notice given — effectively vacant imminently
These are the door openers. Entry success anchors everything above it.
Mid-Tier
$2.1M – $3.3M
Seven residences — the volume of the campaign
- Best value within the building relative to size and aspect
- Mix of Windsor and Classic schemes
- Aspects: W, NW, NE, E, SW — genuine variety
- Anchored against entry-level activity
- Key conversion tier for downsizers and owner-occupiers
Where the campaign is won or lost. Pricing must be decisive, not hesitant.
Premium
$4.8M – $5.2M
Apts 201 & 204 — Level 2 residences
- Hold strength — no discounting
- 265m² and 255.5m² internal respectively
- 3 carparks, study, premium aspect
- Sold through experience, not promotion
- Private viewings by appointment only
The premium ceiling protects the building's value story. Do not dilute it.
Execution Strategy
How We
Close This Out
A disciplined, six-pillar approach combining BPG's campaign capability with Abercrombys' and Simon Curtain's established buyer relationships. Broader reach, without diluting control.
01
Collaborative Sales Model
BPG leads on campaign strategy, digital, positioning, buyer journey and deal structuring. Abercrombys and Simon Curtain bring their established networks and direct access to active, qualified buyers. Combined, this provides immediate depth without opening to the broader market.
02
Digital & Listing Reset
Two primary REA listings only — an entry-level lead generator and a secondary anchor (best-value or premium). Single enquiry funnel. Avoids internal competition between listings. Creates a clear perception of limited, curated availability rather than a project struggling to sell.
03
On-Site Presence
Signage is currently under-leveraged. Upgrade to strong, street-facing messaging — "Now Selling — Final Residences." Directional signage drives walk-in inspections. The building should feel active and current, not dormant. Passersby should know there is urgency and scarcity.
04
Database Re-Engagement
Rework all existing Windsor Park enquiry. Prioritise buyers who stalled on price, previously interested buyers who didn't proceed, and local downsizers. Direct, personal, opportunity-led outreach — not a generic broadcast. The message is: circumstances have changed, here is the opportunity.
05
Structured Deal-Making
Not broad discounting. Targeted, controlled incentives per buyer — time-bound opportunities, settlement flexibility, price alignment on specific stock. Tailored offers that drive decisions without eroding the building's overall value story. Every deal is constructed, not conceded.
06
Social & Retargeting
Targeted Meta campaigns focused on downsizers within local catchments, buyers who have engaged with similar stock, and retargeting all prior Windsor Park enquiry. Short-form, high-impact content. Real product. Clear CTA: book an inspection, limited availability.
A minimum of two open for inspections per week, every week.
Consistent inspection cadence is non-negotiable. It maintains a live, active presence in the market, keeps the project visible to agents and buyers, and ensures momentum is sustained between private appointments. Private inspections remain available at any time alongside the scheduled opens.
2x
Opens Per Week Minimum
Inspection Experience
Converting
Interest Into Offers
The experience at the door determines the outcome. Every inspection — open or private — needs to be deliberate, controlled, and narratively driven.
A
Scheduled Opens — Twice Weekly
Two opens per week as the floor, not the ceiling. Consistent scheduling builds routine buyer engagement, keeps the project on agents' radars, and creates visible proof of activity. Each open is prepared, presented and followed up the same day.
B
Private Appointments
For motivated or high-quality buyers, private walkthroughs are available at any time. Controlled, personal, and without competition. The buyer gets the project's full attention. The agent controls the narrative from arrival to follow-up.
C
The Inspection Narrative
Every walkthrough is anchored around two things: what remains, and why it matters. "This is what's left. This is why it's worth stopping for." Scarcity, quality, and completeness are the three messages that must land on every inspection.
Buyer Journey
From Enquiry
to Contract
Every lead that comes in follows a structured, timed journey — from the moment of first contact through to a signed contract. No enquiry falls through the cracks.
↗
Digital Enquiry
Lead captured via REA, project website, social media, database re-engagement or direct referral
SMS Autoresponder
Instant acknowledgment within seconds of enquiry — buyer knows they've been received
EDM — Welcome
Project overview with CTA to request floor plans and book an inspection
20 Min
Email Autoresponder
Delayed 20 minutes — CTA to book a private appointment or attend the next open
Decision Point
Agent Phone Call
Personal follow-up to qualify lead and answer questions — same day where possible
Interested
Nurture
3 Days
EDM #2 — The Project
UDIA award, team credentials (JCB, Hecker Guthrie), parkside position. Build trust and desire.
Decision Point
Agent Phone Call #2
Second touchpoint to progress interest into an inspection booking
Interested
Nurture
3 Days
EDM #3 — Location
Chris Gahan Reserve, Walk Score 95, Chapel St, Prahran Market. The never-to-be-built-out story.
3 Days
Product Placement
Specific apartments matched to buyer profile and budget — not a generic price list
Inspection Confirmed
Private appointment or scheduled open — preparation brief sent to attending agent
3 Days
SMS Follow-up
Targeted SMS based on engagement level — personalised to the apartment viewed or discussed
Target Buyer
Three Buyer
Cohorts
Three distinct buyer cohorts — all within 15 minutes of the project. The buyers already exist. This is about reaching them before they settle for something else.
95
Walk Score
International walk score — Chapel St, Prahran Market, Windsor Station all on foot
JCB
Architecture
Jackson Clements Burrows — one of Australia's most respected residential architects
UDIA
Award 2026
National UDIA Award winner — Medium Density Development. Independent third-party validation.
Done
Construction Complete
No construction risk. Buyers can inspect, settle and move in immediately — or collect rent from day one.
Primary — Downsizers
Inner South Capital Downsizers
Toorak, South Yarra, Armadale, Prahran homeowners. Capital-rich, looking to right-size into a premium parkside apartment without compromising on quality or address. The UDIA award and JCB design pedigree resonate strongly with this cohort.
60–75 yrs
3-bed brief
Lock-up-and-leave
Park proximity
Secondary — Owner-Occupiers
High-Income Professionals
35–50 year olds currently renting or upsizing from a smaller apartment. Drawn to Windsor's café culture, Chapel Street, Prahran Market, and walk score of 95. The design and specification quality is a primary motivator — they are buying the experience of the building as much as the real estate.
35–50 yrs
Lifestyle-driven
Chapel St
Design-led
Tertiary — Investors
Sophisticated Investors
Buyers seeking a completed, trophy-address asset in an undersupplied inner Melbourne precinct. Entry pricing at $1.8M with existing tenants provides immediate income. Long-term capital credentials are strong given the building's award pedigree, team, and irreplaceable parkside position.
Trophy asset
Entry $1.8M
Tenanted stock
Inner south
Digital Strategy
Where We
Reach Buyers
Four coordinated channels working simultaneously — each aimed at a different moment in the buyer's decision journey. No channel does all the work. Together they cover the market.
Primary Portal
realestate.com.au
REA is the dominant search platform for inner south buyers. Two primary listings only — an entry-level lead generator and a secondary anchor. AudEx audience campaigns reach in-market buyers who are browsing comparable stock across Windsor, South Yarra, and Prahran but haven't yet found Windsor Park.
- Two listings only — controlled, not diluted
- AudEx retargeting across comparable inner south corridors
- All price points covered: $1.8M entry through to $5.2M premium
- Listing analytics — saves, enquiry and impression data reported weekly
- apartmentdevelopments.com.au running in parallel
Paid Social
Facebook & Instagram
Meta campaigns segment the market precisely — downsizers in Toorak and Armadale see different creative to younger professionals in Windsor and Prahran. Distinct campaigns by buyer type and price point ensure every cohort sees the most relevant product at the right moment.
- Geo and demographic targeting by buyer cohort — downsizer, professional, investor
- Product-specific creative by price cluster — not one campaign for all 12 homes
- Retargeting pool built from REA visitors, website traffic, and enquiry database
- Lookalike audiences modelled from existing purchaser profiles
- Retargeting all prior Windsor Park enquiry
Search — Google
Capturing Active Demand
On-site signage and a strong street presence generates brand impressions daily. Google Search captures that latent demand — when a prospect sees "Final Residences Now Selling" and picks up their phone to search, we need to own that result. Search converts awareness into enquiry.
- Branded search campaigns — own every "Windsor Park" query
- Local intent: "apartments Windsor", "South Yarra apartments" and variants
- Display retargeting for visitors who don't enquire immediately
- Competitor conquest — capture buyers searching comparable inner south projects
- Direct integration with the project website enquiry form and CRM
Email & SMS Strategy
Staying Top of Mind
A structured communication plan keeps Windsor Park front of mind with every prospective buyer in the database. BPG designs and sends all EDMs in-house via Klaviyo on the dedicated send.blairproperty.com.au domain — branded, behaviour-triggered, and timed to key campaign moments.
- Welcome sequence on first enquiry — project overview and floor plan pack
- Buyer cohort-specific nurture tracks tailored to price interest and profile
- Inspection reminder and follow-up sequences — automated and personal
- SMS campaigns for high-priority moments: new opens, incentive drops, price moves
- Database re-engagement of all prior Windsor Park enquiry — direct and personal
Location
Windsor
& Its Surrounds
Bordered by Chris Gahan Reserve, walkable to Chapel Street and Prahran Market. A walk score of 95 places this among Melbourne's most genuinely liveable inner-south addresses.
Campaign Timeline
Indicative
Roadmap
Wk 1–2
Reset
- Pricing alignment confirmed across all 12 residences
- REA listing reset — 2 primary listings only
- On-site signage upgraded to "Final Residences" messaging
- Database re-engagement begins — all prior Windsor Park enquiry contacted
- Rental return apartment: cosmetic refresh, re-styling, re-photography
- Inspection schedule established — minimum 2 opens per week from week one
Wk 3–6
Active Campaign
- Two opens per week maintained throughout
- Private buyer appointments running in parallel
- Deal structuring with motivated buyers — tailored, not broadcast
- Meta retargeting and downsizer-focused campaigns fully live
- Abercrombys and Simon Curtain network fully activated
- Rental return apartment relaunched as "new to market"
Wk 6+
Momentum
- Early sales leveraged to build urgency narrative in all outbound
- Availability messaging tightens as stock reduces
- Premium residences (201, 204) closed through private appointment pipeline
- Final residences framed around scarcity and finality — last chance messaging
Project Team
The Team
Behind Windsor Park
Marketing Investment
View the Complete
Campaign Budget
The full itemised marketing budget is available via Amplio — covering all three campaign phases with line-item breakdowns, phased spend scheduling, and scenario modelling for the Windsor Park sell-down.
Open Marketing Budget on Amplio →
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