Not enough bidding baby boomer buyers to boost B-grade location in The Block Glasshouse 2014 auction results
The latest series of The Block Glasshouse tried to make a silk purse out of a sow's ear.
And the reduced pool of savvy potential buyers - and bidders - didn't buy into all the associated hype as the final three auction results limped over their reserves.
With a $1.6 million average sale price - reflecting around $6900 a square metre - it actually almost succeeded, though the viewing public was deprived if they only desired uplifting show business hoopla.
It was thwarted in the end by its b-grade High Street, Prahran location. For Sydneysiders it would be like flogging prestige apartments on Parramatta Road, Annandale, which has very nice houses away from its busy thoroughfare, though without the trams. Certainly Prahran and some of its Chapel Street is a cosmopolitan suburb, but not quite everywhere yet in the immediate neighbourhood.
The most profitable selling market would have been student style - or Gen Y workers - rather than vast luxe given its proximity to Swinburne University with the 6 route tram out front and the railway very close via the Percy Street garage exit.
So the deep-pocketed baby boomer buyers that are the traditional recent Block apartment auction attendee either understandably didn't turn up or showed suitable reserve and mostly kept their hands in their pockets given the mediocre Prahran location. Couldn't imagine the baby boomers heading a few doors along to Misty’s Diner, a genuine American diner right next door to a hand car wash at what one blogger recently described as the bleaker end of Prahran High Street.
The local gay population didn't appear to embrace much of the Glasshouse either.
Also property success is often premised on population trends so those big three bedroom apartments were perhaps oversized for the very obvious Prahran composition of households without children. It sits at around 70% compared to the 50% Melbourne average. Ditto the lone person households category in the last census sat at around 40% of Prahran households compared with the Melbourne 23% average. There were just the 99 households in Prahran with five or more occupants.
Also RP Data puts the median Prahran apartment price at around $510,000, and going backwards a bit after its recent peak, presumably because of the enormous increase in newly constructed stock. Prahran houses have a $900,000 median. Just across High Street is for instance, ART, a block of 50 apartments that has incorporated supposed hip art into its eastern facade ands its foyer after a Facebook page where people could vote for their favourite. Designed by ROTHELOMWMAN for developer Crema, ART included 26 one-bedroom apartments, 23 two-bedders and the three-bedroom, two-bathroom penthouse.
The one-bedroom apartments range from 51 square metres to 76 square metres; the two-bedroom apartments from 69 square metres to 87 square metres; and the penthouse was marketed as 160 square metres. Back in 2011 the off the plan prices for all but the penthouse ranged from $346,000 to $719,000, so from $6700 a square metre to $9400 a square metre. The penthouse fetched $1.16 million on its June settlement, so around $7250 a square metre. The former petrol station-turned residential development was offloaded by the Deague family at $5.5 million after they scrapped plans to build a hotel as part of its "art" series chain.
The much desired $2 million plus hopes for the Glasshouse proved elusive. One Melbourne buyers' agent has egg on their face for suggesting the $2 million likelihood even on auction eve when the feedback ought have been obvious.
"This is reality … the property market is the one thing we can't control," bemoaned decor consultant Shelley Craft during the Channel 9 telecast.
“Something happened ….that’s not easily explained by me or frankly by anyone else,” producer Julian Cress told easily convinced, naive newspaper reporting attendees, adding they used the same valuer in each and every series.
The full results:
- Simon and Shannon, 2/125 High Street: $1.9 million ($335,000 over adjusted reserve)
- Chris and Jenna, 2/121-127 High Street: $1.81 million ($310,000 over reserve)
- Maxine and Karstan, 3/121-127 High Street: $1.71 million ($40,000 over reserve)
- Michael and Carlene, 1/125 High Street: $1.39 million ($10,000 over reserve)
- Deanne and Darren, 6/121 High Street: $1.38 million ($10,000 over reserve)
The further into the auction finale - and the more Scottie slumped into his couch - viewers got to see just how hit and miss property renovation success can be when buyer demand doesn't go deep enough for the ill-suited, over supply.
They were lucky all five apartments of The Block Glasshouse were sold under the hammer at their Prahran onsite auction, as the extended last offering brought flooding back memories of the Richmond auction disaster in 2011 when just one of the four Block cottages sold under the hammer.
But with metres of floor space over five floors, the Prahran building was almost double the size of the historic Dux House warehouse renovation at 47 O'Grady Street, Albert Park which the Watercress production company bought from billionaire businessman Lloyd Williams last year for $5.9 million. It was perfect for their flush buyer mix.
The Block Fans v Faves results which secured a $9.6 million total in April were as follows:
- Steve and Chantelle, 1/47 O’Grady: $2.47 million ($636,000 above the adjusted reserve)
- Alisa and Lysandra, 3/47 O’Grady: $2.375 million ($616,000 above the adjusted reserve)
- Kyal and Kara, 2/47 O’Grady: $2.44 million ($567,250 above the adjusted reserve)
- Brad and Dale, 4/47 O’Grady: $2.31 million ($507,250 above the adjusted reserve)
It was a similar success at The Block Sky High too at 142 Park Street, South Melbourne parkland which secured five sales totalling $7.6 million, with Watercress having retained the sixth apartment, after paying $6.71 million for the four-star bizMOTEL, which closed its doors in late 2012.
- Apartment 5 Trixie & Johnno – $1.605 million - $205,000 over reserve
- Apartment 4 Madi & Jarrod – $1.601 million - $291,000 over reserve
- Apartment 3 Bec & George – $1.507 million - $242,000 over reserve
- Apartment 2 Matt & Kym – $1.455 million - $250,000 over reserve
- Apartment 1 Alisa & Lysandra – $1.435 million - $295,000 over reserve.
So the High Street Glasshouse office block now has six split-level, atrium apartments above two retail/restaurants premises after the production company, Watercress spent $8.25 million on the 1980s office building. The $2.5 million Brenchley Architects infill works schedule was mostly internal, and then the constantant couples spent their renovation funds.
The $8.2 million auction proceeds covered the initial outlay with Watercress retaining the sixth apartment plus two street front retail premises. And then there is all the ad revenue for Channel 9.
The winning Glasshouse apartment at 4/125 High Street, renovated by brothers Simon and Shannon Vos, had a southerly aspect overlooking busy, noisy High Street, so it was the hipster fit out that seemed to work in its favour.
The 249 square metre apartment was the second largest of the five on offer.
It's priced reflected the top $7630 a square metre.
Chris and Jenna with their runner-up offering had 277 square metres of floor space, making it the biggest apartment in The Block. But with just skylights and an internal terrace along with the rooftop terrace. It's price was $6530 a square metre.
Max and Karstan had the apartment at 3/121-127 High Street Prahran, with a sunny north-westerly aspect. The couple also have an extra little, almost useless room. The sale worked at to be $7125 a square metre as their apartment was 236 square metres of floor space.
Michael and Carlene's apartment at 1/125 High Street has 236 square metres of floor space, and a southerly aspect. It was the poorest price at $5890 a square metre.
Deanne and Darren's apartment, 6/121 High Street, was the smallest on The Block, with just 186 square metres of floor space.
But it, however, had the most desirable aspect, facing northward and delivering city views. Its sale price reflected $7,419 a square metre, the second placed by square metreage.
Each apartment will also have 70 square metres of private storage and two car spaces.
Viewers saw it was a very close shave exceeding the reserve for the threesome of the contestant couples.
And there were two terrific over-reserve results on High Street in the ninth series of the Channel 9 series.
It appeared the order of sale again impacted the result as it did in past series where investors, rather than home buyers, were at the fore, but this time it favoured those who went up in the auction order.
The first series of The Block in Bondi Beach back in 2003 came after the $1.95 million four block acquisition through the Channel 9 company.
Such has been the success of the reality television renovation stress series that nowadays that doesn't even come close to the current day renovation costs.
The next series at Darling Street, South Yarra might work out ok, though it is cheap serviced apartment heartland. Then onwards to the still unconfirmed Octagonal which will be anyone's guess as to how it goes!
*Jonathan Chancellor, the Property Observer editor at large, has been closely following The Block since its 2003 Bondi Beach debut series.
Property reality television shows can inspire and create controversy and drama, but that doesn’t mean there aren’t some lessons to learn. Here’s our latest free eBook with tips, tricks and information we’ve gained from property game shows through the years.
