“She would do exactly what she said she would do, even surprising me at what she’d managed to achieve."
Andrew, Kay & Burton Client

A case study in the successful property marketing of 401 Beach Road, Beaumaris c/o Kay & Burton Licensed Estate Agent Eleisha Doherty.

This sale of this premium property on Beach Road, Beaumaris, not only set a new record for the bayside suburb, but also took place in only a few days from when it was launched. With an expected price range of between $11 million and $12 million, and selling at the upper end of this range, it had barely hit the market before locals, who bought the sprawling property, showed their hand.

With views of Ricketts Point beach and framed with bush, access to the home, on 2,400 square metres of elevated land, is via a gravel road to the rear. One of, if not the largest beachfront holdings on this prominent foreshore, there was considerable interest for the garden, the swimming pool and the spacious Hamptons-style house. Fusing the past and present, this four-bedroom house, with study, and light-filled living areas, required according to Doherty, just a ‘few cosmetic changes.’ “It was just a little tired after being leased out for a few years, but nothing you would consider to be significant changes,” says Eleisha. The vendor, a three-time Olympic champion and a former NBA player, had already made headlines in the media with his intention to build a large new house on the site. Local opposition caused the vendor’s decision to put the property on the market.

Campaign

The Beach Road property was initially advertised online on Friday 12 November, with the first open for inspection planned for the following day. As soon as this was listed, there were six potential buyers and by Sunday 14 November, Eleisha was in negotiation with a couple of these parties and the property was sold by Sunday evening. “There were also a number of enquires also from America and from China as the vendor also released the property on his Instagram which alone has over 100,000 followers,” says Eleisha. While print advertisements with The Age had been organised, along with digital media including Kay & Burton’s online platforms, these, given the rapidity of the sale, weren’t required after the weekend. “It’s an extremely rare offering, with an unrivalled location and allotment size. It’s not dissimilar to searching for a needle in a haystack,” she adds.

Days on the Market 

48 hours – an extraordinarily short time!

The Buzz

The vendor, being a high-profile basketballer, certainly attracted attention in the media, not only for the sale of the property but also his prior intentions to build a large new house on the site. “Where else would you receive that type of exposure, both here and abroad?” says Eleisha, who is still fielding enquires after the sale from locals wanting to sell nearby properties along Beach Road, as well as those from overseas seeking a similar aspect and beachside location.

The Purchasers

While there was considerable interest for 401 Beach Road from overseas buyers, the purchasers lived locally and had been keen to purchase this property for a number of years.

401 Beach Road, Beaumaris

401 BEACH ROAD, BEAUMARIS

401 Beach Road, Beaumaris

401 BEACH ROAD, BEAUMARIS

The Vendor

The vendor, who only wants to be named as Andrew, purchased the property in 2016 and has leased it out since then. Kay & Burton had been managing this lease, with Eleisha making it known that if Andrew ever wanted to sell, he should contact her. “We kept in touch over the years and when I decided to sell, I called her. I was always impressed by how she always followed up, with either a call, an email or both,” says Andrew.

Experience

“Eleisha always made herself available. I knew that I could call her at any time of the day or sometimes in the evening, and she would always respond. You certainly appreciate that level of service. And she could always answer my questions,” says Andrew, who also valued the way Eleisha brought in the people needed to improve the garden and attend to cleaning the swimming pool. “She would do exactly what she said she would do, even surprising me at what she’d managed to achieve,” he adds.

Top 3 Things

  1. Eleisha’s professionalism at all times
  2. Her communication skills are faultless - with some agents it can be ‘hit and miss’, often not hearing from them for a week. But with Eleisha, she would always follow up, even pre-empting a call.
  3. When you’re selling a property, it’s important to keep people in the loop. Yes, I was surprised by how quickly this place sold and the result was what I was looking for. It’s certainly a unique property, but you also need to have the right people behind you, and Eleisha was certainly the right person.

For advice regarding your property, contact Eleisha Doherty on 0434 029 128 or via edoherty@kayburton.com.au

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