Square Metres: Why two very different developers pitched to the same demographics - families and downsizers

A 400-lot estate in suburban fringe and a high-end inner-city apartment complex are chasing the same demographic of buyers - families and downsizers. Not only will the two developments house more than 1000 people over the next few years, their marketing campaigns appear to have bridged the divide between house and land estate and inner city units.. Gone are the days when the former was for young families and the latter for wealthy downsizers, with the two developments showing just how far community attitudes have shifted over the years. The Coolbinia’s 33 units offer a range of two, three and four bedrooms, as it seeks to cater to families, downsizers and couples, with its website highlighting it “suburban charm”. “The Coolbinia is set to be more than just a place to live; it’s where family, friends and community will flourish,” developer Tim Willing, founder of Willing Property, said. Inspired by the grand apartments in Milan, blended with the Art Deco architecture of the 1920s, the onsite amenities including a cafe, wine bar, wellness spaces, retail, a fitness centre, as well as a dog wash area and shared courtyard gardens Set 30km away in Piara Waters, land developer Nigel Satterley has launched Aarya Estate, which will comprise about 400 homesites across 31ha over the next three to four years. But unlike many estates, the lot sizes will range from 210sqm, suitable for downsizers, to the family-sized 595sqm blocks. “This community is set to offer something for everyone, from first-homebuyers to growing families and downsizers,” Sandy Biagioni, Project Director at Satterley, said. More industrial space The State Government has released 11 “much-needed” industrial blocks north of Perth. The lots, ranging from 2817sqm to 7233sqm, are part of stage 2B at the Meridian Park estate in the Neerabup Industrial Area. The release, through DevelopmentWA, will bolster industrial land in Perth’s north-west corridor and is set to bolster economic development and create job opportunities. The land will enable industries including warehousing, logistics, mining services, engineering and construction. Lands Minister John Carey said the release represented an opportunity to attract new businesses, diversify the WA economy and support local enterprises in the northern suburbs. “Just last week we unveiled the Australian Automation and Robotics Precinct in Meridian Park, Australia’s largest test and development site supporting the advancement of automation, robotics, remote operations and zero emissions technologies globally,” he said. “This is an exciting milestone for Perth’s northern corridor, providing much-needed industrial land that will drive growth and investment. “By ensuring a steady pipeline of available land, we are creating opportunities for businesses to expand and innovate, while creating new local jobs.” Prospective buyers have until December 10 to submit offers. A further seven lots will be released, subject to demand. Once fully developed, stage 2B will support commercial activity, creating more than 160 new local jobs and generating an estimated $61 million in annual economic output. Peak interest down south With Bunbury being an active market these days, a recently-listed 30,295sqm vacant lot in nearby Australind, at 22 Norfolk Lane, will likely peak interest. Set within the Kingston Estate, the site sits alongside the Edenlife Lifestyle Village, Our Lady of Mercy College, and numerous sporting facilities, the land is zoned commercial or retail zoning. Nick Charlton and Ben Younger of Cushman & Wakefield said the site offers developers a unique opportunity to leverage or modify the local structure plan to suit market demands. This includes potentially subdividing into smaller residential lots and marketable commercial parcels, subject to Shire approval. The City of Perth is keen to activate the foreshore area at Barrack Square with markets. Perth City council was Tuesday night considering approving Riverfront Market on Sunday mornings for a six-week trial from March 16 next year. The city has delivered the Twilight Food Markets in Forrest Place for 13 years. “Engagement with key stakeholders indicated a strong desire from businesses and residents for a weekly Sunday morning market (at Barrack Square),” a report to the council said. The Riverfront Market would run from 7am to noon and contain a minimum of 20 vendors. The council would set aside $130,000 for the project, which would have a “fit and fresh market” or “brunch club” theme.