Residential HBU Off-the-Plan

Hawthorn · Victoria

Henrietta St, Hawthorn, Victoria

A premium site first conceived as a supermarket with five apartments above — reimagined by MPG into 24 apartments, and 100% sold off the plan before construction.

Original concept

5 apartments

Above a supermarket

Revised concept

24 apartments

MPG's solution

Pre-sold

100%

Off the plan, before construction

Client

DealCorp

Melbourne developer

Result

Higher yield

Site yield & project return

Project overview

Five apartments became twenty-four.

Melbourne developer DealCorp engaged MPG to maximise the development potential of a premium Hawthorn site. The initial concept was modest: a supermarket with five residential apartments above.

Following comprehensive analysis and feasibility modelling, MPG proposed a more profitable solution — 24 residential apartments, significantly increasing both the site’s yield and the overall project return. MPG collaborated on the design refinement and led the marketing strategy, and the development achieved 100% off-the-plan sales prior to construction.

The Challenge

A premium Hawthorn site with a modest initial concept — a supermarket with five residential apartments above — was leaving value on the table. DealCorp wanted its full development potential.

ii.

The Approach

MPG ran comprehensive analysis and feasibility modelling and proposed a more profitable solution: 24 residential apartments. We collaborated on the design refinement and led the marketing strategy.

iii.

The Outcome

The revised concept significantly increased both the site’s yield and the overall project return — and the development achieved 100% off-the-plan sales prior to construction commencement.

Project gallery