Evergreen

Strategic repositioning and sales execution in a highly competitive land market

McGrath Projects was appointed in February 2025 to market Evergreen, a 37-lot Torrens Title land subdivision in Box Hill, with lots ranging from 225–342sqm and narrow 7.4–9 metre frontages. The project entered a highly competitive and saturated local market, with significant competing land stock and buyer resistance around the compact lot sizes, limited house designs and pricing. As the campaign progressed, particularly at the higher end of the price range, pricing was actively reviewed and adjusted in response to market feedback.

A key turning point was the digital marketing strategy. The campaign initially relied on standard listings across Realestate.com.au and Domain, with limited enquiry generated. We recommended investing in dedicated Project Profiles on both platforms. This delivered a significant uplift in lead generation, with the overwhelming majority of subsequent sales originating from buyers who engaged with the Project Profile — providing a clear demonstration of the value of project-level portal exposure in a competitive market.

Despite the challenging conditions and product constraints, the campaign maintained strong momentum, achieving 32 sales within the first eight months and 36 of 37 lots sold by July 2026. With sales ranging from $560,000 to $890,000, the project delivered approximately $23 million in gross sales value, with the buyer pool predominantly comprising owner-occupiers, including first home buyers and upgraders. The result reflects McGrath Projects’ ability to continually adapt pricing, marketing and sales strategy to real-time market conditions and convert demand in a highly competitive environment.

For more information, contact Adam Sparkes