Live NSW Panel with Alex Adams; Aqualand | Puja Khanna; Ellipse Property

NSW Market Insights Live Event Panel March 2026

Market Insights: Project Sales & Marketing

Alex Adams, Head of Sales & Marketing at Aqualand, and Puja Khanna from Ellipse Property Group join Apartments.com.au for a Market Insights Live conversation on what it really takes to sell premium off-the-plan apartments in a shifting market.

From launch strategy and product design to pricing, buyer psychology, and what's next for some of Sydney's most anticipated new developments — Alex and Puja give an unfiltered look at the decisions behind two of Sydney's most successful off-the-plan apartment campaigns.

Topics covered:
— How Aura (North Sydney) and Atrium (Castle Hill) navigated difficult launch conditions
— Why the downsizer buyer has been the dominant demographic across both projects
— How redesigning floor plans mid-project to reflect house-style living directly drove conversions
— The role of Sydney's metro network in shaping buyer demand and justifying price growth
— Honest reflections on pricing escalation, marketing clarity, and the danger of over-analysing results

📌 Key Takeaways:
— Launching with a comparable benchmark product can justify a significantly higher price per square metre
— Making downsizing feel like a lifestyle upgrade — not a compromise — is the most powerful message you can lead with
— Marketing clarity matters more than marketing volume; if buyers can't answer "why here?" in three points, the campaign needs work
— Metro access reframes a suburb's identity and should be one of the first reasons you give buyers to commit
— Avoid daily data analysis — weekly reviews keep strategy stable and prevent unnecessary pivots