Six sales in just one week at Aura’s Maroochydore village – Tim Russell and Mark Taylor reveal the secrets to their sales success

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The final stage of the duo’s The Avenue Maroochydore on the Sunshine Coast has notched up 16 deposits in the last two months, while their The Pavilion North Kirra community on the Gold Coast has recorded 17 pre-sales in the same time. So, what is setting Aura apart from the pack?

Mark (pictured left) puts their success down to a range of factors. At North Kirra, he says the fantastic location is an important factor. “It is very visible,” he says.

“There is also no competition east of the Gold Coast Highway,” adds Tim (pictured right). “There are no comparable products near the beach that offers age-appropriate accommodation.”

The one-, two- and three-bedroom apartments at The Pavilion’s second stage are now selling from the mid-$500K mark up to $1.3 million with an average price around $800,000.

Mark also cites the recent completion of the second and final stage of two- and three-bedroom apartments at The Avenue – where prices range from $430,000 to $1.3 million with an average around $650,000 – for giving its sales a shot in the arm.

“People are able to see the completed offering now,” he says, which includes a large courtyard and community centre on the ground level with the apartment complex wrapped around.

Also contributing to The Avenue’s popularity are 23 ground floor apartments with all but one now sold.

Having access to a terrace and garden plus direct street access without needing to walk through the village has appealed to many buyers, he says.

NSW driving ‘COVID migration’ north

Interestingly, Mark adds many of the Maroochydore buyers are coming from NSW which he puts down to people south wanting to escape north.

“It seems to be a bit of a COVID migration, though it’s probably too early to call it,” he said.

In contrast, pre-sales at their Somerset Indooroopilly community in west Brisbane – which is targeting a higher-end market with prices ranging from the high-$600K bracket to $2.8 million with an average of $1.1 million – is seeing much more localised demand.

“It is relying on people selling in the area with sufficient money to invest in the products so there are different drivers,” he said.

In-house sales team key to success

And while Aura has a strong digital footprint and database of sales enquiries, Mark credits their in-house sales team for driving their results.

“I do believe that you have got to have ownership of that capability so you’re getting the right messaging across and ensuring the community understands what the product is,” he stated.

“As good as some people are, it’s not their story to tell and it’s very important that it’s your story to tell.”

Founded in 2016 by Tim and Mark, Aura now has six communities in varying stages of development across southeast Queensland.

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About Author

Lauren is the Editor at DCM Group and has guided its range of media including The Weekly SOURCE, The Daily RESOURCE and The Donaldson Sisters since 2016. With 13 years’ experience as a journalist, editor and commentator, Lauren is the only journalist to have attended every session of the Royal Commission into Aged Care Quality and Safety, producing 300 issues of the subscriber-only The Daily COMMISSION which offers exclusive insights and analysis of the issues surrounding the Royal Commission and the aged care sector.