Melbourne Market Insights Live Event Panel

Expert Panelist Cherie McMahon, Stocklands; Alex Hopkins, Studio Tate; & Kristen Lee Pratt, Riverlee

Filmed at the Melbourne Market Insights Live Event 3 September 2025, we bring together three leaders shaping the future of Australia’s property industry: Cherie McMahon, General Manager of Marketing at Stockland; Alex Hopkins, Founder and Director of Studio Tate; and Kristen Lee Pratt, Creative and Marketing Director at Riverlee for the Women in Property panel.

Shifting consumer priorities

Kristen Lee Pratt shared her perspective on the resilience of Melbourne’s market and the shifting definition of luxury living. At Riverlee, wellness and service-led lifestyles are becoming central to projects such as Seafarers. Buyers are increasingly attracted to developments offering not just location, but holistic amenity – from five-star hotel facilities to on-demand services like valet, pantry stocking, and pet care.

“This market has been through enormous challenges, but it’s also incredibly resilient,” Pratt explained. “We’re seeing people drawn to projects for their location, but converting because of the service-driven offering. For downsizers in particular, the promise of a lifestyle upgrade is non-negotiable.”

The digital-first buyer journey

For Stockland, the biggest change is how buyers interact with the market. According to Cherie McMahon, digital now underpins nearly every touchpoint.

“Today, around 95% of our customers are acquired through digital media,” McMahon said. “Where buyers once visited sales centres multiple times, they now often only need a single face-to-face interaction before signing a contract. Our websites have become the new shopfront.”

This shift has prompted developers to rethink traditional sales channels and focus on content that supports buyers’ increasingly informed decision-making process.

Designing for affordability and livability

Alex Hopkins highlighted the balance designers must strike between amenity, affordability, and livability. Context plays a critical role.

“In highly urban environments, you don’t always need layers of additional shared amenity – it can add cost without adding real value,” Hopkins noted. “But in suburban projects, wellness offerings can genuinely enhance the buyer experience. The key is authenticity. Amenity can’t just be a marketing ploy; buyers are too educated for that now.”

She also emphasised that modern apartments are no longer viewed as transitional spaces. Whether for first-home buyers or downsizers, homes must offer storage, functional layouts, and a sense of permanence.

Women driving change in the industry

The conversation also reflected on the progress and challenges for women in property. As co-founder of Women in Property, Pratt shared how the volunteer-led organisation has grown from 15 members in 2017 to more than 1,000 today.

“Representation in leadership has improved, but it still tends to cluster around roles like marketing, sales, and design,” she said. “We’re now focused on encouraging more women into construction, engineering, and finance.”

McMahon added that while progress has been made in senior participation, further gains will come from building skills in influence and assertive communication. “If you want a seat at the table, you’ve got to push yourself into the room. The industry is more open than ever, but you need to be confident in that space.”

Looking ahead

Despite market challenges, all three leaders are optimistic about the future of Melbourne’s property sector. From rethinking how amenity is delivered, to integrating sales and marketing more closely, to fostering a more inclusive industry, the discussion underscored both the resilience of the market and the opportunities for innovation.