Project Value: $4,000,000
Location: Hammond Park, WA
Client: Private Landowners
Situation
The landowners engaged Effective Residential after multiple unsuccessful efforts to sell their 2-hectare development-zoned property through various local agents. Months of stalled progress, inconsistent enquiry, and a lack of qualified developers led them to seek a specialist team capable of delivering a structured, high-performance campaign with a clear path to a premium outcome.
Effective Residential, supported by Effective Property Solutions (EPS), was appointed to run a focused four-week campaign, strategically designed to reposition the asset, attract genuine developers, and create competitive tension.
Challenges
The project presented several key complexities:
- A significant 2-hectare Development-zoned landholding requiring detailed preparatory work with planners and consultants to clarify yield potential, access, and future structure planning.
- A developer-dominated market, where buyers typically seek extended due-diligence periods and protracted settlement timelines.
- The need for rigorous buyer qualification to avoid fall-overs due to planning requirements, feasibility considerations and site scale.
- Resetting buyer perception after previous campaigns had generated limited traction and mixed signals.
Despite these factors, the objective was to generate confidence quickly and deliver a decisive result within the four-week timeline.
Strategy
Effective Residential implemented a disciplined and evidence-led program aimed at building trust, clarity and competition:
- Early collaboration with planning consultants to create transparent guidance on development pathways, yield potential and feasibility.
- Robust buyer qualification protocols to ensure only capable, well-resourced developers progressed through the process.
- A structured four-week campaign targeted to premium buyer channels and supported by our active developer network and database.
- Fresh, compelling creative assets that repositioned the land as a prime infill development opportunity within one of Perth’s fastest-growing corridors.
- Direct and consistent communication with leading developers, builders and syndicates to drive competitive interest and maintain momentum.
Outcome
The campaign delivered strong and immediate market engagement:
- Multiple qualified offers were received during the marketing period.
- One offer emerged as the clear standout: a cash unconditional offer of $4,000,000, supported by a substantial deposit — an exceptionally rare occurrence in the development sector.
- The result exceeded the landowners’ expectations and provided a clean, secure and timely exit without extended due-diligence or conditional delays.
- The transaction progressed smoothly, underscoring the value of strategic positioning, disciplined buyer engagement, and industry-experienced campaign management.
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