Berwick Waters first home buyers: how a retail-led campaign sold out Ellis Residences

Ellis Residences at Berwick Waters sold out in record time, and close to half of all buyers were first home buyers. The result came from a deliberate retail-first campaign built around a ~$600,000 price point, in a market where comparable Berwick Waters product was trading above $1 million. The sell-out demonstrated that when product, price, and positioning align, a retail-led campaign can outperform investor-channel strategies and reach buyers who had been priced out of the area entirely.

This article draws on Oliver Hume's Quarterly Market Insights (QMI), our proprietary quarterly research report. The full report, including project case studies, retail campaign analysis, and buyer behaviour research, is available exclusively to registered subscribers. Register to receive the full QMI →

The gap Oliver Hume research identified at Berwick Waters

Entry-level buyers faced a real barrier at Berwick Waters. Existing product in the community was priced typically above $1 million, well beyond the reach of first home buyers and many owner-occupiers.

Oliver Hume's research identified this gap clearly. Working with Frasers Property Australia and Simonds Homes, the team aligned product type, price point, and positioning to address it directly.

The result was Ellis Residences: four-bedroom, double-storey turnkey townhouses positioned at approximately $600,000. That price point created a genuine access opportunity for Berwick Waters first home buyers who had no previous pathway into the community.

Why the retail-first approach drove stronger outcomes

Townhouse product in Australia typically skews toward investor channels. Oliver Hume took a deliberate alternative approach for Ellis Residences, a pure retail campaign, with full control of messaging and buyer engagement from day one.

That control was consequential. Rather than relying on investor appetite, the campaign connected directly with the local market, creating real momentum early and sustaining it through to sell-out.

The Simonds Homes product played a critical role in this. Four-bedroom, double-storey homes hit a sweet spot between affordability and liveability, delivering the space buyers wanted without requiring a compromise on quality or brand association with Berwick Waters.

What the sell-out result signals for future projects

The Ellis Residences campaign has given Oliver Hume strong confidence in the retail-led model for the right product type and price point. That confidence is already being applied. Oliver Hume is preparing to bring another 90+ townhouse development to market at the Berwick Waters town centre precinct, in partnership with Mondous Property and Simonds Homes.

The strategic approach remains consistent: a sharp, retail-led campaign designed to resonate with owner-occupier and first home buyer demand. The sell-out at Ellis Residences proved that when you get the strategy right, a retail-led campaign can outperform expectations.

The full campaign analysis, including buyer profile breakdown, engagement data, and positioning strategy, is published in the complete QMI. Register to access the full report →

What this means for you

First home buyers

Berwick Waters first home buyers now have an established precedent: turnkey townhouses at an accessible price point are viable within premium master-planned communities. With a second stage of 90+ townhouses in planning at the town centre precinct, there may be further opportunity ahead.

Developers and builders

The Ellis Residences result is a case study in retail-channel discipline. A deliberate retail-first campaign — built around the right product, the right price, and direct local market engagement, delivered a faster sell-out than investor-channel alternatives. Learn more about Oliver Hume's project marketing approach →

Access the full Quarterly Market Insights

The complete QMI includes:

• Full case study: Ellis Residences campaign strategy and buyer profile data
• Retail vs investor channel performance analysis
• Buyer behaviour research across Oliver Hume's active project portfolio
• Forward pipeline: upcoming releases including the Berwick Waters town centre precinct
• State-by-state market data across Victoria, Queensland, and South Australia

The QMI is produced every quarter and distributed exclusively to Oliver Hume's registered network. Registration is free.

Register to receive the QMI and all future editions →

Source: Oliver Hume Research, Q1/2026 Quarterly Market Insights.