By
Michael Bird
November 21, 2025
•
20
min read
Australia’s apartment market is shifting. Buyers at the top end are more informed, more global and more demanding than ever. They want personalisation, architectural pedigree, quality they can verify and a compelling story behind the home they are purchasing. For developers, that means the definition of “premium” is evolving and the path to achieving suburb and city-shaping price points requires strategy from day one.
In this panel discussion hosted by Apartments.com.au, Rose Macdougall (Lendlease), Megan Skippen (Abadeen) and Jessica Kelley (TOGA) join CEO Mike Bird to explore what it takes to set new price benchmarks in a market where trust, experience and design leadership matter as much as the address itself.
Lendlease’s One Sydney Harbour is now one of the most recognisable premium apartment projects in Australia, anchored by the country’s most expensive penthouse sale.
Rose Macdougall, National Marketing Manager at Lendlease, explains that the success of One Sydney Harbour came from a long-term vision that began more than a decade earlier when the Bangaroo South precinct was still a disused container yard.
Over fifteen years, the precinct evolved into a connected waterfront destination with commercial towers, activated public realm, public art, ferry access and a new skyline. One Sydney Harbour became the final residential piece within that transformation.
Designed by Renzo Piano with interiors by Daniel Goldberg, the project was created to compete on a global stage.
“It had never been done before at this scale or level of luxury,” Macdougall says. “We were going after significant price points. Stage one famously sold out in three hours, which gave us the opportunity to build pent-up demand before releasing the next stage.”
Instead of a broad market campaign, Lendlease focused entirely on exclusivity.
The penthouse buyer originally enquired for a four-bedroom apartment and was gradually guided upward, eventually working with the design team to customise a three-level penthouse.
For Lendlease, the lesson is clear.
“Marketing must be involved from the very beginning,” Macdougall says. “Every touchpoint informs buyer trust, from research and amenity planning through to the display suite experience.”
Abadeen’s Baron Residences in Mosman is positioned to be one of Sydney’s next ultra-luxury benchmarks, located only metres from Balmoral Beach.
Megan Skippen, who leads national marketing, PR and brand strategy, explains that these buyers are motivated by exclusivity and the desire to secure a “trophy home”.
“It is part of their story. They want to hold the best address in the suburb,” Skippen says.
For this type of purchaser, display suites and interior collaboration matter as much as the architecture. Many insist on working directly with the interior designer or builder, particularly where materials may be sourced internationally or where craftsmanship is central to the project identity.
Abadeen’s brand strength also plays a critical role.
Buyers regularly walk through recently completed Abadeen projects in the area to inspect quality first-hand.
“Location is vital, but trust and reputation are not far behind,” Skippen notes. “People want to verify what you have delivered before.”
The marketing approach is deliberately discreet:
This is a stark shift from mass-market launch strategies. For premium suburbs, discretion and access are the levers that move the market.
While Lendlease and Abadeen are focused on top-tier product, TOGA brings a broader perspective across both luxury-led precincts and large-scale mixed use apartments.
Jessica Kelley, Development Director, explains that TOGA’s completed Surry Hills Village set a new benchmark not through price alone but through cultural value.
Buyers wanted to live in a precinct with:
“Our buyers were invested in who the creative team were, what materials were used and what brands were part of the precinct,” Kelley says.
In contrast, TOGA’s long-standing presence in Macquarie Park serves a different customer altogether.
These buyers focus on:
Customisation is not a priority. Instead, TOGA invests heavily in upfront research to deliver layouts and amenity that meet mainstream buyer needs without relying on post-contract variations that risk delays and cost overruns.
“Luxury is evolving,” Kelley says. “It is not just about finishes and fittings. Sustainability, wellness, connectivity and community are all becoming part of what defines a modern luxury home.”
Across all three perspectives, several themes are reshaping how premium apartment projects are conceived and launched.
1. Marketing must be involved from day one
Buyer research, amenity planning, precinct storytelling and brand positioning are strategic foundations, not post-design activities.
2. Personalisation builds value at the top end
High-end buyers expect collaboration with architects, interior designers and builders. The ability to bespoke a floorplan or finish can be a decisive factor.
3. Discretion can be a more powerful tool than reach
Off-market strategies, private appointments and scarcity cues remain highly effective for premium suburbs.
4. Reputation is as important as location
Buyers want to see what you have already built. Completed projects in the area function as proof points that strengthen brand trust.
5. Luxury is expanding beyond materials
Today’s buyers look for community, amenity, wellness, environmental performance and precinct character in addition to premium finishes.
6. Know your customer, not just their budget
Premium is relative to lifestyle. What defines value in Surry Hills is very different from what defines value in Macquarie Park.
Today’s premium apartment buyer is discerning, informed and emotionally driven. They want a home that reflects their identity, a brand they trust and a developer who can deliver a seamless experience from design to handover.
For developers aiming to set new price benchmarks, the message from Lendlease, Abadeen and TOGA is consistent:
start early, involve marketing at every stage, personalise where it counts and build a brand that buyers can touch, see and believe in.
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Speak to the team about leveraging the Apartments.com.au audiences and services for your new development.
Greg Billings
Director of Residential Projects
Sonia Fava
Director
Nick Clydsdale
Senior Director
Heath Thompson
Director
Todd Matheson
Director
Thomas Panson
Project Sales & Marketing Agent
Scott Jessop
Head of Sales & Marketing
Alex Adams
Head of Sales & Marketing and
Head of New Business
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