After working with the Eastern Golf Club to sell its 47-hectare golf course in Melbourne’s Doncaster for redevelopment, Urbis guided developer Mirvac on product development and the overall master plan for the site.
In 2013, Urbis conducted customer research to learn about the aspirations of the target market for Mirvac’s development – Tullamore. The study showed that buyers valued, above all, the natural beauty of the site and its golf course heritage. These insights helped Mirvac finalise its master plan and position the development distinctively. In 2015, Urbis completed further research with groups of potential buyers in the area, which helped inform Mirvac’s direction for property design.
Urbis was also engaged as the lead planning consultant, managing the project from initial masterplan, detailed planning framework and complementary permit applications for development of the land. The team liaised with all levels of government to ensure a clear vision and approval strategy has been implemented for Mirvac to realise its vision for Tullamore.
Urbis was able to help Mirvac realise the market’s expectations and refine the Tullamore development to meet the needs of different buyers.
By exploring customer preferences, Urbis was able to help Mirvac realise the market’s expectations and refine the Tullamore development to meet the needs of different buyers.