Square Metres: Why two very different developers pitched to the same demographics – families and downsizers

Article by Kim Macdonald and Justin Bianchini | The West Australian

A 400-lot estate in suburban fringe and a high-end inner-city apartment complex are chasing the same demographic of buyers – families and downsizers.

Not only will the two developments house more than 1000 people over the next few years, their marketing campaigns appear to have bridged the divide between house and land estate and inner city units..

Gone are the days when the former was for young families and the latter for wealthy downsizers, with the two developments showing just how far community attitudes have shifted over the years.

A 400-lot estate in suburban fringe and a high-end inner-city apartment complex are chasing the same demographic of buyers – families and downsizers.

Not only will the two developments house more than 1000 people over the next few years, their marketing campaigns appear to have bridged the divide between house and land estate and inner city units..

Gone are the days when the former was for young families and the latter for wealthy downsizers, with the two developments showing just how far community attitudes have shifted over the years.

The Coolbinia’s 33 units offer a range of two, three and four bedrooms, as it seeks to cater to families, downsizers and couples, with its website highlighting it “suburban charm”.

“The Coolbinia is set to be more than just a place to live; it’s where family, friends and community will flourish,” developer Tim Willing, founder of Willing Property, said.

Inspired by the grand apartments in Milan, blended with the Art Deco architecture of the 1920s, the onsite amenities including a cafe, wine bar, wellness spaces, retail, a fitness centre, as well as a dog wash area and shared courtyard gardens

Set 30km away in Piara Waters, land developer Nigel Satterley has launched Aarya Estate, which will comprise about 400 homesites across 31ha over the next three to four years.

But unlike many estates, the lot sizes will range from 210sqm, suitable for downsizers, to the family-sized 595sqm blocks.

“This community is set to offer something for everyone, from first-homebuyers to growing families and downsizers,” Sandy Biagioni, Project Director at Satterley, said.