AFR #1 Fast 100 Property Developer Reveals Melbourne Trends | Blanco Norton & Mike Bird April 2026
By
Michael Bird
May 22, 2026
•
31
min read
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In this episode of Market Insights Live, we speak with Blanco Norton from Wickton Properties and Legacy Project Management about the current state of Melbourne's development market, how to de-risk a project from the ground up, and why brand reputation is becoming as important as the product itself.
Blanco shares insights on:
Why Melbourne's development sentiment is cautious right now and what early signals suggest the market may be at the bottom of the cycle
How de-risking what's in the ground before signing a head contract delivered a project three months ahead of schedule
Why developers are consistently underestimating their marketing and lead generation budgets and paying for it with residual stock
How the Wickton brand strategy shifted from deliberately low-profile to a genuine competitive advantage with downsizer buyers
What's coming up at Hawksburn Village in South Yarra and how they turned a five-storey permit into a twelve-storey opportunity
Whether you're a property developer, investor, or industry professional, this episode is a candid look at how smart operators are navigating construction cost uncertainty, a longer buyer journey, and a market that feels like it's finally turning.
📌 Key Takeaways:
Triple A locations hold their ground in any market - sites just outside those key spots are far more exposed to broader market forces
Developers are too optimistic about sell-down periods and residual stock - a proper contingency for lead gen and marketing duration is non-negotiable
De-risking everything in the ground before the builder signs the contract removes the single biggest source of ambit claims and programme delays
Brand-first storytelling in the display suite - leading with team, track record, and past projects before price - is now a genuine differentiator for off-the-plan sales
Clearing out legacy residual stock at lower price-per-square-metre benchmarks is a necessary step before the Melbourne market can properly reset
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Greg Billings
Director of Residential Projects
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Sonia Fava
Director
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Nick Clydsdale
Senior Director
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Heath Thompson
Director
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Todd Matheson
Director
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Fil Gacesa
Director
Pontem
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Thomas Panson
Project Sales & Marketing Agent
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Scott Jessop
Head of Sales & Marketing
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Alex Adams
Head of Sales & Marketing and Head of New Business
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