McGrath takes a shine to the Sapphire Coast launching in Merimbula

10 July, 2025 – McGrath Estate Agents has extended its presence on the New South Wales South Coast with the opening of a new office in Merimbula. The expansion into the popular Sapphire Coast is a natural progression for the McGrath network with offices along the state’s coast including Thirroul, Wollongong, Dapto, Ulladulla and Batemans Bay.

Head of Franchise Network for McGrath Chris Mourd believes the addition of Merimbula to McGrath’s growing network is a judicious move. “We are strengthening our regional footprint,” he said. “The natural beauty of the Sapphire Coast draws a diverse demographic that sees the long-term benefit of investing in such a sought-after lifestyle area,” said Mr Mourd. “Coastal property is a finite resource and buyers, both investors and owner-occupiers, are recognizing its intrinsic value.”

Following 20 years in the real estate industry, McGrath Merimbula’s principal Trent Pool appreciates the enormous potential of the Sapphire Coast market. “Merimbula and its surrounding region offer one of the most unique and valuable lifestyle propositions on the East Coast,” said Mr Pool. “This is a market where quality of life meets smart investment.”

Mr Pool cites a varied buyer demographic including sea-changers from Sydney, Canberra and Melbourne, often early retirees or remote workers, as well as local upsizers and downsizers, particularly in Tura Beach and Merimbula. His client base extends to investors and holiday-home buyers leveraging the region’s tourism appeal and short-stay market.

A significant market for the Sapphire Coast is the retiree and sea-changer cohort from the Snowy-Monaro region. McGrath Snowy Mountains principal Shannon Fergusson said there are synergies between the Sapphire Coast market and his own clientele. “We have a huge amount of people from the farming community and from town who own properties there or plan to retire on the coast,” he said. “There’s also the Snowy 2.0 project that’s feeding a lot of staff rentals to the coast. The families of the workers don’t need to be in Cooma; many are based in Merimbula for the coastal community.”

There is also a growing number of young families on the Sapphire Coast drawn by lifestyle factors and improving infrastructure.* A rising demand for eco-friendly and low-maintenance homes is notable, particularly from downsizers.

“We’re seeing increased enquiry from high-calibre buyers, stronger competition, and a maturing market ready for a higher level of service,” reported Mr Pool. “There’s untapped potential in prestige property marketing; a gap McGrath is ideally placed to fill. McGrath’s reach, paired with our deep local knowledge, is already setting new benchmarks here — and we’re just getting started.”

McGrath Merimbula will service the area from Bega to Wandella in the north and from Eden to Nadgee in the south, and from Merimbula on the coast to Rocky Hall in the west. McGrath’s key suburbs are Merimbula, Tura Beach, Pambula and Pambula Beach, Mirador, Berrambool, South Pambula and Eden.

Prices along the Sapphire Coast have remained resilient over the past 12 months according to Cotality. Investor and downsizer interest remains strong while stock remains relatively low, contributing to price stability.

Median house prices in Merimbula are sitting just above $890,000 showing steady growth of 3.6 per cent over the past 12 months (REA) while Tura Beach has a $872,500 house median. Trent Pool says coastal homes with views are hotly contested, often selling between $1.2 million and $1.6 million. Acreage and lifestyle properties outside of town can range from $950,000 to over $2 million depending on location and quality.

“Merimbula offers consistent sales activity, growing buyer interest from metropolitan and regional tree- and sea changers, and a limited housing supply which drives competition and price stability,” said Mr Pool. “With McGrath, we are positioned to further elevate service standards and capitalise on our national brand presence in a tightly held, relationship-driven community. The market is ideal for our model: high-quality marketing, premium buyer engagement, and a values-driven approach to client outcomes. This gives us a unique competitive edge to grow market share.”