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

Ellis Residences at Berwick Waters set a new benchmark, selling out in record time through a pure retail campaign in partnership with Frasers Property Australia and Simonds Homes. In a market where townhouse product typically leans on investor channels, we took a deliberate retail-first approach. That gave us full control of the messaging, the buyer journey, and ultimately the outcome. It allowed us to connect directly with the local market and create real momentum from day one.

The result was strong engagement, with close to half of buyers being first home buyers.

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

The key was getting the fundamentals right. Price point was critical, with turnkey townhomes positioned around the $600,000 mark in a market where entry into Berwick Waters is now typically above $1 million, creating an access point for buyers who had been priced out.

Product mattered just as much. The Simonds offering delivered four-bedroom, double-storey homes that didn't compromise on space or liveability. It hit a sweet spot between affordability and quality, while staying true to the Berwick Waters brand.

Oliver Hume research pointed clearly to this gap in the market.

Why the retail-first approach drove stronger outcomes

Working closely with Frasers Property and Simonds Homes, we aligned product, price and positioning and delivered a sharp, retail-led campaign. More importantly, it proved that when you get the strategy right, a retail-led campaign can outperform expectations and deliver exceptional outcomes.

What the sell-out result signals for future projects

This campaign has given Oliver Hume strong confidence as we prepare to bring another 90+ townhome development to market at the Berwick Waters town centre precinct, in partnership with Mondous Property and Simonds Homes. We see a clear opportunity to build on this momentum, continuing to deliver a sharp, retail-led approach that resonates with buyers and drives strong outcomes.

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.