Windsor
Park
61–71 McIlwrick Street, Windsor VIC 3181
UDIA National Award · Medium Density 2026
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 completed and award-winning. 12 residences remain — finite, ready-to-occupy. The objective is not volume. It's a controlled, value-preserving close-out.
5
Vacant — Ready Now
Available for immediate occupation. No lease complications, no waiting period. A buyer can inspect, sign, and settle without friction.
7
Leased — Available for Sale
Tenanted but available to purchase. Two leases expiring imminently — effectively vacant shortly. Ideal for investors seeking immediate income with an upgrade path.
1
Rental Return Reset
One apartment requires cosmetic refresh, re-styling and re-photography before reintroduction as a fresh-to-market listing. A new trigger point in the campaign narrative.
Available Stock
The Remaining
12 Residences
| Apartment | Status | Scheme | Aspect | Beds | Baths | Carpark | Internal m² | Total m² | Price |
|---|
Market Context
Supply is Tight.
Windsor Park Wins.
There is virtually no comparable completed apartment stock above $1.8M in Windsor right now. Windsor Park is not competing with a crowded field — it is the field.
Windsor — Live Market
One Comparable on Market
The only comparable apartment currently listed above $1.8M in Windsor is a single CV Windsor residence. That is the entire competing supply in the immediate suburb. For a buyer briefed on inner-south apartments, Windsor Park's 12 remaining residences — completed, parkside, award-winning — represent almost the entirety of the available market.
View CV Windsor on REA.com.au →
Broader Competition — Prahran
Grandview — Under Construction
The primary comparable in the broader inner-south corridor is Grandview in Prahran — currently under construction. Windsor Park's completion status is a material advantage. Buyers can inspect the finished product, walk the halls, and settle immediately. Grandview cannot offer that. This distinction belongs in every conversation with buyers who have it on their shortlist.
| Project | Location | Status | Entry Price | Key Advantage |
|---|---|---|---|---|
| Windsor Park | Windsor — McIlwrick St | Complete | From $1.8M | Completed, parkside, UDIA Award winner — inspect and settle now |
| CV Windsor | Windsor | Complete | $1.8M+ | Only other comparable completed apartment above $1.8M in Windsor |
| Grandview | Prahran | Under Construction | TBC | Construction risk, wait time, cannot inspect finished product |
Strategic Letterbox Drop
A targeted letterbox campaign deployed across Windsor and surrounding precincts — focused on properties already for sale or known to be coming to market, homeowners in the downsizer catchment, and streets within walking distance where the likely buyer already lives.
The message is simple: before you decide where you're going next, come and see Windsor Park.
The message is simple: before you decide where you're going next, come and see Windsor Park.
Target Properties
Properties currently listed — vendors already in motion, actively looking for their next home
Known upcoming listings — off-market intelligence from the Abercrombys and Simon Curtain network
Downsizer catchment streets — larger family homes within 1–2km where right-sizing is the logical next move
McIlwrick St & surrounds — neighbours who know the building, love the location, already emotionally pre-sold
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 — clean, resolved
- Generates enquiry volume and signals urgency to mid-tier
- One with 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
- Genuine variety: W, NW, NE, E, SW aspects
- Anchored against entry-level success
- 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 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 established networks and direct access to active, qualified buyers. 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. Single enquiry funnel. Avoids internal competition. Creates a clear perception of limited, curated availability rather than a project struggling to sell.
03
On-Site Presence
Signage is currently under-leveraged. Strong street-facing "Now Selling — Final Residences" messaging. Directional signage drives walk-in inspections. The building should feel active and current, not dormant.
04
Database Re-Engagement
Rework all existing Windsor Park enquiry. Prioritise buyers who stalled on price and local downsizers. Direct, personal, opportunity-led outreach. The message: 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. Every deal is constructed, not conceded.
06
Social & Retargeting
Targeted Meta campaigns for downsizers in local catchments, buyers who engaged with comparable stock, and retargeting all prior Windsor Park enquiry. Short-form, high-impact. Real product. Clear CTA.
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 buyers, private walkthroughs are available at any time. Controlled, personal, 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. Scarcity, quality, completeness. Three messages that must land on every inspection, every time.
Buyer Journey
From Enquiry
to Contract
Every lead follows a structured, timed journey from first contact to signed contract. No enquiry falls through the cracks.
Digital Enquiry
Lead captured via REA, website, social media, database re-engagement or direct referral
SMS Autoresponder
Instant acknowledgment within seconds — 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 the lead — same day where possible
Interested
Nurture
3 Days
EDM #2 — The Project
UDIA award, JCB + Hecker Guthrie credentials, parkside position
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
3 Days
Product Placement
Specific apartments matched to buyer profile and budget — not a generic price list
Inspection Confirmed
Private appointment or scheduled open — brief sent to attending agent
3 Days
SMS Follow-up
Targeted SMS personalised to the apartment viewed or discussed
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 browsing comparable stock across Windsor, South Yarra, and Prahran who 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
- Alternative portals such as apartments.com.au running in parallel
Paid Social
Facebook & Instagram
Meta campaigns segment the market precisely — downsizers in Toorak and Armadale see different creative to 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
- Product-specific creative by price cluster — not one campaign for all 12 homes
- Retargeting pool 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 generates daily brand impressions across Windsor. Google Search captures that latent demand — the moment a prospect searches, we're there. Search is how awareness converts to enquiry.
- Branded campaigns targeting all Windsor Park-related searches
- Local area targeting across Windsor, Prahran and South Yarra
- Display retargeting for visitors who don't enquire immediately
- Integrated directly with the project website and CRM
Email & SMS
Staying Top of Mind
A structured communication plan keeps Windsor Park front of mind with every buyer in the database. BPG designs and sends all EDMs in-house via Klaviyo on send.blairproperty.com.au — 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
- Inspection reminder and follow-up sequences — automated and personal
- SMS campaigns for high-priority moments: opens, incentive drops, price moves
- Database re-engagement of all prior Windsor Park enquiry
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.
International Walk Score
95
One of Melbourne's highest-rated inner-south addresses
On Foot from Windsor Park
adj.
Chris Gahan Reserve
Parklands directly bordering the project. Never to be built out.
5 min
Windsor Station
Direct CBD trains. The commute is the easiest conversation to have.
8 min
Chapel Street
Melbourne's premier retail, dining and café strip.
10 min
Prahran Market
Iconic Melbourne food market. A weekly ritual for this buyer.
Primary Catchment
Toorak & Armadale
Capital-rich downsizers within 10–15 minutes. Know the inner south. Ready to right-size.
Secondary Catchment
South Yarra
Owner-occupiers and professionals already embedded in the inner south lifestyle.
Local Catchment
Prahran & Windsor
Buyers who already live here and don't want to leave. The easiest conversation in the campaign.
Address
61–71 McIlwrick St
Windsor VIC 3181. Bordered by parkland. Moments from everything. Nothing to be built in front of it.
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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Commission Structure
Our Fee
Proposal
Total Commission
2.5%
of the gross sale price on each residence sold
What's Included
The 2.5% covers BPG's full campaign scope — strategy, digital, database, deal structuring, inspection management, and sales administration — and includes the conjunctional arrangement with Abercrombys and Simon Curtain's network at the end.
Blair Property Group
Campaign strategy, digital marketing, database re-engagement, buyer management, deal structuring, and sales administration throughout.
Abercrombys & Simon Curtain — Conjunctional
Established inner-south buyer networks, direct relationship access, and high-trust introductions. Conjunctional arrangement included within the 2.5%.
Channel Groups — For Consideration
We will also engage our channel agent groups as part of the broader outreach. Realistically, we don't expect significant appetite from that market for this product — the price point and profile doesn't tend to suit the channel buyer pool — but it's worth activating and keeping on the table. If something comes through it's a bonus, and it costs nothing to include.