A major project reset has helped reignite momentum at Irving Domain in Box Hill, with the development now around 90 per cent sold following a comprehensive repositioning and renewed delivery strategy.

The 107-apartment project at 21–23 Irving Avenue, offering park-front residences alongside two commercial tenancies, had experienced a slowdown in sales during construction as market confidence softened. To restore traction, the funder assembled a refreshed project delivery and marketing team with a clear mandate: stabilise the asset, rebuild buyer confidence, and re-energise the campaign.

A key driver of the turnaround was the appointment of the Savills Residential Projects Division, led by State Director Michael Lang. Working collaboratively with the new delivery team, Savills undertook a strategic repositioning of Irving Domain, adapting the campaign to evolving market conditions and buyer expectations.

Over a 12-month period, the project progressed from just under 40 per cent sold to around 90 per cent sold, a significant uplift in a market where sentiment had previously been subdued.

Much of this momentum was generated through Savills’ Channel Sales division, with around 80 per cent of transactions secured via its established channel network, led by Director of Channel Sales, Rob Bacelic

“We were thrilled to see such strong engagement through our channel network, from interstate investors to local owner-occupiers across Melbourne’s Asian communities, including Chinese, Vietnamese and Sri Lankan buyers,” Bacelic said. “We look forward to finalising the remaining apartments and closing out a highly successful chapter for Irving Domain.”

Positioned within Box Hill’s rapidly evolving residential precinct, the development continues to benefit from strong underlying demand driven by infrastructure investment, population growth and a diverse mix of owner-occupiers and investors.

Savills Residential Projects Melbourne, established in 2023 and led by Michael Lang with Channel Sales headed by Bacelic, brings more than 50 years of combined experience in residential project marketing and channel sales. The pair have worked together for more than a decade across their respective businesses before joining forces under the Savills banner.

Industry observers note that the resurgence of Irving Domain highlights the value of experienced advisory teams capable of repositioning complex residential assets. Savills has delivered similar successful resets across multiple Melbourne developments in the past year, demonstrating a consistent ability to adapt, pivot and restore momentum through targeted marketing, disciplined pricing and access to deep buyer networks, particularly in challenging market environments.