Sitting proudly on the high side of the street on a substantial corner allotment with second frontage to Hartington Street, the auction for 13 Gladstone Parade, Elsternwick was always destined to be showstopping.
Set amongst resplendent Eckersley Garden Architecture landscaping, the landmark Victorian residence built in approximately 1890 showcases an unforgettable blend of original period grandeur and spectacular contemporary style.
Successfully sold in March 2018, this Victorian grand dame presented a unique opportunity as at the time of its sale, as it would set a new benchmark for homes of this era and stature in Elsternwick.
With a predicted price point well in excess of the Elsternwick median, Marshall White selling agent Kaine Lanyon directed an auction campaign which involved extensive strategic planning when they created the marketing schedule for the property.
‘We were aware our eventual buyer may or may not be an existing Elsternwick resident, so our Marshall White team network came into play here. We received many buyer referrals from our colleagues, in particular from agents specialising in Stonnington and Bayside.’
The print media campaign was also crucial. Due to its calibre, 13 Gladstone Parade, Elsternwick needed to be pitched to residents in affluent suburbs. The nature of online advertising restricts buyer targeting, placing control in the hands of the buyer, as they select suburb, requirement and price from drop down options. Rarely are they shown alternatives.
‘With print however, we were able to obtain editorial pieces in many Melbourne media publications, including the Age, the Domain supplement and the Herald Sun, alongside scheduled advertising in the Stonnington Weekly Review as well as Port Phillip.’
The vendors bought the property three years previously and oversaw a considerable renovation to restore the residence to its former glory, working with renowned designer Fiona Lynch.
Tucked behind an imposing five metre high hedged garden, the five bedroom, three bathroom residence retains its grand period façade, while original details were restored or replicated including soaring ornate ceilings, arched hallway, marble fireplaces and wide oak flooring.
‘With a storied past, the grand, historic bones of this magnificent Victorian home became our muse as we reimagined the space with respect for its past and vision for its future,’ says Fiona.
A bespoke kitchen featuring Calcutta marble benchtops, Miele appliances and various luxury materials and textures was noted as a stand out feature for potential buyers during inspections.
Thanks to this inspired renovation, combined with exquisite landscaping by Rick Eckersley, planning the photography and video elements of the marketing campaign was fairly straightforward.
Interest in the property was evident from the first day of the campaign.
‘For the initial campaign period inspections were by appointment only, which allowed us the ability to qualify buyers prior to a walk through,’ says Sam. ‘Toward the end of the campaign we opened the home for scheduled inspections.’
The ensuing auction which took place on March 17, 2018, saw many onlookers attend, nestled in the picturesque front courtyard garden and spilling out onto the streetscape. Opening with a $4 million vendor bid, Marshall White auctioneer Justin Long declared the property on the market for $4.45 million. Two committed buyers contested the sale and the significant home was sold to a Melbourne family in the presence of an enthralled crowd.