Market Insight

Why Fitzroy, Why Now? 
Purchased five years ago, the Fitzroy site for Fabbrica Fitzroy, has witnessed an intriguing evolution. Ash Bramich sheds light on the adaptive approach PACE took, responding to shifts in the market. The focus on owner-occupiers became paramount, leading to a redesign that increased apartment sizes and catered to downsizers. This dynamic response to market demands reflects PACE's commitment to meeting the evolving needs of property buyers.

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The Industrial Vibe: Designing Fabbrica Fitzroy 
Mike Bird commends PACE for its innovative design approach at Fabbrica Fitzroy, seamlessly blending the industrial aesthetic with a modern twist, perfectly mirroring Fitzroy's eclectic charm. The conversion of an industrial warehouse into Fabbrica Fitzroy, a contemporary masterpiece, not only aligns with Fitzroy's vibe but also instills confidence in potential buyers. The visual transformation, backed by substantial investment, stands as a testament to PACE's dedication to authenticity and quality.

Unveiling Fabbrica Fitzroy: Size, Mix, and Market Focus 
Fabbrica Fitzroy boasts 78 apartments, strategically mixing one, two, and three-bedroom configurations. With a focus on owner-occupiers and downsizers, the project includes townhouses with street frontage, catering to diverse preferences. A deliberate emphasis on larger apartments addresses the changing landscape of property demands.

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PACE's Evolution and Rebranding 
Ash Bramich outlines PACE's strategic evolution, acknowledging past success and pivoting towards a more owner-occupier-centric approach. The recent rebrand, reassessment of values, and collaboration with top-tier consultants signify a commitment to understanding the market and aligning projects with buyer expectations.

PACE's Unique Advantage: Developer and Builder Synergy 
Mike highlights PACE's advantage as both a developer and builder. With over 30 years of experience and a track record of delivering over 100 projects, PACE navigates challenges more efficiently, ensuring promises are not just met but exceeded.

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Building on Fitzroy's Legacy 
The interview draws parallels with Fitzroy's rich development history, mentioning iconic developers like Neometro, Milieu, and Piccolo. PACE, with Fabbrica Fitzroy, join this league and aims not only to meet but exceed the benchmarks set by these industry stalwarts.

In an era where property buyers seek transparency and authenticity, PACE Development Group's dedication to quality, innovative design, and buyer-centric approaches positions Fabbrica Fitzroy as a formidable player in Fitzroy's dynamic landscape.

Stay tuned for more updates as we delve deeper into Fabbrica Fitzroy with PACE Development Group.

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In a candid interview conducted amidst the chic urban landscape of Fitzroy, Mike Bird, CEO of Urban.com.au, sat down with Ash Bramich, the Sales and Marketing Director of PACE Development Group, to unravel the story behind their upcoming project - Fabbrica Fitzroy. 

Michael Bird

Unveiling Fabbrica Fitzroy: A Conversation with Ash Bramich, Sales and Marketing Director of PACE Development Group

In a recent interview between Urban CEO Mike Bird and Alex Adams, Head of Sales and Marketing at Aqualand, the progress of the Aura development was discussed, shedding light on its unique features and the current real estate market in Sydney.

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Unveiling Aura's Unique Design and Progress 
Situated just across the road from the Aura development, the interview began with a glimpse of the progress made. Adams shared that Aura, visually appearing as four interconnected buildings, is actually a single structure with 28 levels. The design, akin to four interconnected pedals, showcases the innovative approach Aqualand has taken.

Sales and marketing for Aura have seen tremendous success, despite the challenges in the general market. Adams attributed this success to a combination of luck and effective marketing strategies, putting the project on track to achieve the remarkable milestone of $500 million.

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Sydney's Resilience in the Real Estate Market 
Adams expressed his confidence in Sydney leading the real estate market's resurgence, noting that the city is emerging from what he humorously referred to as a "funny period." The market's recovery, driven by strategic marketing and client engagement, reflects a positive trend for Aura.

Targeted Buyers and Demographics 
The types of buyers for Aura have remained consistent over time, primarily local downsizers, young professionals, and upsizers from the lower North Shore area. Adams highlighted the unexpected interest from Pymble and Lindfield, showcasing the project's broad appeal.

The Impact of Previous Projects 
Adams discussed the influence of Aqualand's completed projects, particularly Blue at Lavender Bay and Revy. These completed projects not only serve as brand recognition but also act as tangible examples for potential buyers. The confidence gained from showcasing completed developments has been a key factor in attracting interest in Aura.

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Building Confidence Through Transparency 
The discussion touched on Aqualand's commitment to transparency, a critical aspect often lacking in the real estate market. Adams emphasized the importance of showcasing construction progress through visual updates and detailed quarterly videos. This commitment to transparency aims to build trust and confidence among potential buyers.

Key Buyer Concerns: Quality, Size, and Location 
Adams identified the top three concerns of potential buyers: quality, size, and location. Quality, referring to the construction and finishes, takes precedence. Size became a crucial focus for Aura, with a deliberate effort to provide larger apartments, responding to the evolving needs of the local market. Lastly, the proximity to the Victoria Cross Metro station and the array of amenities within the building contribute to Aura's appeal.

A Unique Approach to Amenities 
Aura offers a distinctive range of amenities, including an underground pool inspired by Turkish baths, a wellness center, a gym in collaboration with Technogym, and a five-star concierge service. The Sky Deck on level 26 provides residents with breathtaking views, making it a unique and coveted space within the development.

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Black Key Subscription Service 
A standout feature of Aura is the Black Key subscription service, offering a level of service comparable to the prestigious AMEX Black Card. This exclusive service includes personalized assistance for events, last-minute dining requests, and access to the Sky Deck, adding an extra layer of luxury to Aura living.

Aqualand's Aura stands out not only for its innovative design and construction progress but also for its commitment to transparency and meeting the evolving needs of the real estate market in Sydney. The collaboration between Urban and Aqualand reflects a shared commitment to delivering exceptional projects that inspire confidence in buyers.

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In a recent interview between Urban CEO Mike Bird and Alex Adams, Head of Sales and Marketing at Aqualand, the progress of the Aura development was discussed, shedding light on its unique features and the current real estate market in Sydney.

How Aqualand have quickly developed their brand in Sydney's luxury market with Alex Adams

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Channel 7's premiere, Peter Allen: Not the Boy Next Door, the first of the two-part miniseries, easily beat The Block in Sunday night's ratings.
It attracted 1.3 million in the five capital city Oztam ratings to The Block's 1 million viewers who tuned into watch the palaver about a $40,000 bathroom. The X Factor topped the night with 1.5 million viewers. 
The series about the boy from rural NSW who became a showbiz sensation is based on the book: Peter Allen: The Boy from Oz by Stephen MacLean.
Living in Armidale, NSW in the late 1950s, Peter Woolnough (played by Ky Baldwin) was soon playing piano at the local pub, in the ladies lounge of The New England Hotel.
Peter moved to Armidale from Tenterfield when he was six weeks old. Armidale was where his mother Marion's family, the Davidsons, lived.
It was the town where he grew up, not Tenterfield where his father's family, the Woolnoughs, resided.
Rebeca Gibney played Marion Woolnough, the proud mother who ended up living at Bondi.
Buyers' agent Simon Pressley recently reported on Armidale's property momentum given essential infrastructure, a diverse economy, youthful demographic and beautiful environment.
<a href="/expert-insights/45319-northern-inland-nsw-property-scorecard-simon-pressley" target="_blank">His report</a> noted that property markets of 10 out of the 13 local government authorities (LGAs) which make up the New South Wales region of Northern Inland are ranked in Australia’s Top 30% property markets over the last fifteen years.
 
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Armidale's Peter Allen beats the South Yarra Blocktagonal in Sunday night ratings

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The valuation firm Herron Todd White has issued its latest property clock for houses - a simple broad brush means to suggest where property markets are - and what direction prices are moving in.
The valuation firm has included capital and regional cities on the property clock for house price direction.
<a href="/images/2015/09/03/Screen%20Shot%202015-09-03%20at%2010.05.13%20AM.png" target="_blank">Click here</a> to enlarge.
For more information, <a href="https://www.htw.com.au" target="_blank">click here</a>.
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