“We invited Adam around and could see he was right for us from the start. Adam knows the market, he follows up with people and made a huge effort.”
Hilary, Kay & Burton client

A case study in the successful property marketing of 309 Orrong Road, St Kilda East c/o Kay & Burton Senior Sales Consultant Adam Cashmore.

The Property

This Edwardian house, of approximately 20 sq on a modest 564 sqm site in St Kilda East was always likely to suit either downsizers or young families - the latter proving successful on the day of the auction. While the main road position may have reduced some interest, its location near local shops, parks, schools and transport “ticked the boxes” for many. With an opening quotation of $2-$2.2 million at the start of the advertising campaign, buyer interest moved the price range estimate to between $2.1-$2.3 million – it sold on the day for a price well above the vendors’ expectations.

The three-bedroom period home had been fully renovated by the current owners. The house was beautifully presented, and its parquetry floors and generous alfresco dining area were big drawcards, however, the house only had one bathroom (there were plans to add an ensuite to the main bedroom) and this proved to be an obstacle with some buyers at this price point.

The Campaign

Adam and his team were of the opinion this house would primarily appeal to young couples with children, and hence the advertising campaign was focused on digital promotion via realestate.com.au, domain.com.au and kayburton.com.au, and various social media channels. While the images showed the quality of the renovation, one of the main points made by Adam during the campaign was that “all the hard work had already been done and there was nothing more to do other than move in and enjoy the place”. “We were also fortunate that at the time of this campaign there seemed to be little on the market to compete with what was on offer at Orrong Road - a fully renovated home set in a well-established garden,” Adam said.

Days on the Market

The house was on the market for 28 days, with three open for inspections each week offering buyers total flexibility to view the home. It sold at auction on Sunday 5 June.

"Lynam" was a remarkable home with contemporary spaces, modern attitude and period charm.

309 Orrong Road, St Kilda East

A brilliant transformation of the c.1926 solid brick residence resulted in an unforgettable single-level family domain with versatile accommodation opening to a breathtaking private garden and deck.

309 Orrong Road, St Kilda East

The Buzz

There was strong interest from the initial open for inspection date, with repeat inspections throughout the campaign from a number of parties. An impressive six bidders competed for the keys on the day of the auction. “It was a relatively quick auction, with little downtime. You could say it was ‘hotly’ contested,” Adam said. The house sold to a couple with two young children, who were upsizing from their home in Windsor. Auctions at the time had been attracting approximately 20 to 30 people, in this instance, there were 80 to 100 people who turned out on the day.

The Vendors

Hilary and her husband, Tony, who have three children, initially approached Adam after seeing the successful results he’d received for a number of properties in the area. “We invited Adam around and could see he was right for us from the start,” Hilary said. The couple made the decision to sell their house off market in November 2021 and asked Adam to put out feelers to potential buyers. “Adam knows the market, he follows up with people and made a huge effort, advising us that given it was so close to Christmas, to wait until the new year before officially placing the house on the open market,” Hilary said. It was Adam’s personal style, as well as his suggestion to simply freshen up the house before it went on the market, that impressed the pair from the outset.

The Benefits

“Adam knew from the first week who the potential buyers were, with his experience of the market showing from day one,” Hilary said. “And he was right!”

The Top Three Things According to The Vendors

  1. Adam is engaging and warm. He can also be slightly amusing.
  2. Adam and his team was masterful when it came to communicating what was happening during the campaign, answering all our questions in a timely and efficient manner.
  3. Adam really knows the market and we’re pleased that we decided to delay the sale last year and go in earnest six months later, making the few adjustments that were suggested. He really thinks everything through, including where and by whom the property needed to be seen. It really made selling quite pleasurable with nothing being too difficult.

For advice regarding your property, contact Adam Cashmore on 0407 077 113 or at acashmore@kayburton.com.au

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