The Opportunity
A Once-in-a-Generation
Masterplan
Brisbane's largest inner-city land release in decades.
21 hectares of prime riverside land, just 4km from the CBD.
By The Numbers
The Scale of Opportunity
This isn't just another development. This is the transformation of 21 hectares of Brisbane's most significant riverside land into a new benchmark for urban living.
Location
Brisbane's Most Coveted Address
10 Minutes to CBD
Direct ferry access to the city. Premium connectivity without the urban density.
Established Affluence
Median household income 40% above Brisbane average. Proven demand for premium product.
Last of Its Kind
No comparable riverfront sites remain in Brisbane's inner suburbs. True scarcity value.
Heritage
A Story Worth Telling
From colonial industry to military service, Bulimba Barracks carries 140 years of Brisbane history — a narrative that adds immeasurable depth to the sales conversation.
The Developer
Shayher Group
A proven track record of delivering landmark projects that reshape Brisbane's urban landscape.
Shayher Group
Property Development & Investment
For over two decades, Shayher Group has been at the forefront of Brisbane's transformation. Their portfolio spans commercial, residential, and mixed-use developments — each project defined by an unwavering commitment to quality and long-term value creation.
The opportunity of a generation."
The Challenge
This Project Demands More
Bulimba Barracks isn't a standard residential launch. It's a multi-year, multi-product sales program with complexity that most agencies aren't equipped to handle.
The Problems
Why Multiple Agents Won't Work
Fragmented Pricing
Multiple agents with independent pricing authority creates internal competition and erodes GRV. Each agent discounts to win — nobody protects value.
Database Chaos
Buyer data scattered across agencies. No unified view of the pipeline. Leads fall through cracks. Hot buyers get cold-called by three different agents.
Brand Inconsistency
Each agent tells a different story. Messaging diverges. The premium positioning that justifies $2M+ lots gets diluted at every touchpoint.
Coordination Burden
Without a Lead Agent, the developer becomes the de facto project manager — mediating disputes, aligning messaging, chasing reports.
The Risk
The Downward Spiral
One discount triggers a cascade that's almost impossible to reverse.
One Agent Discounts
To close a deal, one agent drops price by 5%
Others Follow
Competing agents match to stay competitive
Word Spreads
Buyers learn to wait for better deals
Sales Stall
Pipeline freezes as buyers anticipate further drops
Price Floor Falls
New baseline established 10-15% below target
The Question
So how do you coordinate a 5-year program across multiple agents, multiple products, and protect $500M+ in value?
You don't manage multiple agents.
You appoint one Lead Agent.
The Solution
The Lead Agent Model
One accountable partner. One unified strategy. One source of truth.
The Lead Agent model transforms multi-agent chaos into coordinated excellence.
What is a Lead Agent?
A Lead Agent is a single, accountable agency appointed to coordinate all sales activity across a multi-stage development. They don't replace sub-agents — they orchestrate them.
- Multiple agents, multiple strategies
- Price competition between agents
- Fragmented buyer database
- Inconsistent brand messaging
- Developer manages coordination
- One strategy, coordinated execution
- Controlled pricing authority
- Unified buyer database
- Consistent premium positioning
- MSL manages everything
The Framework
Four Pillars of Control
Every aspect of the sales program is governed by four interconnected pillars — ensuring nothing falls through the cracks.
Price Protection
Centralised pricing authority prevents discounting wars. Every sale reinforces value — never erodes it.
- Single pricing matrix
- Approval workflows
- Market-aligned adjustments
Network Orchestration
Sub-agents are selected, trained, and managed to perform. Their reach becomes your advantage — without the chaos.
- Curated agent selection
- Performance incentives
- Ongoing training
Brand Stewardship
One voice, one story, one premium position. Every touchpoint reinforces Bulimba Barracks as Brisbane's most desirable address.
- Messaging consistency
- Collateral control
- Experience standards
Complete Visibility
Real-time dashboards show every lead, every sale, every metric. No more chasing agents for reports.
- Live pipeline tracking
- Performance analytics
- Automated reporting
The Process
How It Works
Strategy & Planning
MSL develops the go-to-market strategy, pricing framework, and release schedule in collaboration with Shayher.
Network Activation
Sub-agents are recruited, trained, and onboarded onto the Command Centre platform. Clear rules of engagement established.
Coordinated Launch
Unified campaign execution across all channels. Every agent delivers the same message, the same experience.
Ongoing Management
Continuous optimisation based on real-time data. Weekly reporting. Monthly strategy reviews. Quarterly recalibration.
Complete control without the complexity."
Why MSL
Built for Projects
Like This
MSL Property Group was founded specifically to solve the challenges of complex, multi-stage developments. Bulimba Barracks is exactly what we do best.
Track Record
Proven Performance
UDIA Award
Excellence in Project Marketing 2024
REIQ Partner
Accredited Project Marketing Agency
ISO Certified
Data Security & Privacy Compliant
Experience
Projects That Shaped Us
Every project taught us something. These are the ones that prepared us for Bulimba Barracks.
Riverstone Crossing
450+ lot masterplan across 5 stages. Achieved 103% of GRV target through coordinated sub-agent management.
Hamilton Harbour
Premium riverfront apartments requiring delicate price management. Zero discounting across 3-year program.
The Team
Your Dedicated Partners
Senior leadership directly involved. No hand-offs to juniors. These are the people who will deliver Bulimba Barracks.
[Director Name]
Managing Director
20+ years in project marketing. Former head of residential at [Major Agency]. Led $2B+ in sales.
[Sales Director]
Sales Director
15+ years selling premium property. Specialist in masterplanned communities. $800M career sales.
[Marketing Lead]
Marketing Director
Brand strategist with developer-side experience. Understands both sides of the table.
We protect and maximise your investment."
Technology
Real-Time Sales
Command Centres
Purpose-built intelligence platforms delivering complete visibility across your $211M portfolio — 76 land lots and 69 apartments, every lead, every sale, every agent — tracked in real-time.
Live Dashboards
Portfolio Command Centres
Switch between Land and Apartment dashboards to explore the full capability
Land Sales Dashboard
Sales by Release
Inventory by Grading
Price Distribution
Land Inventory
Stage 1a — Riverfront Premium
A+ GradeStage 1b — Riverfront Premium
A+ GradeStage 1c — Park/Sportsfield Views
Mixed GradesStage 1d — Southern Premium
A GradeStage 1e — East/West Orientation
Mixed GradesStage 1f — North/West Facing
A/B GradeStage 1g — Entry Level
E GradeStage 1h — Eastern Premium
A GradeStage 1i — Southern Views
Mixed GradesLot 16 — Large Format
D GradeStage Summary
Land Sales Pipeline
Hot Leads (14)
Warm Leads (52)
Release Schedule
Final Release — Premium Riverfront
★ STRATEGIC HOLDStage 1a (Lots 1-5) — $9.12M — River frontage, park side
Stage 1b (Lots 6-10) — $9.41M — River frontage, sportsfield views
Stage 1c (Lots 16-22) — $10.51M — Sportsfield/park facing
Stage 1d (Lots 34-37) — $7.28M — Southern orientation, premium
Pricing Matrix
| Grade | Lots | $/sqm | Min | Avg | Max | Total GRV |
|---|---|---|---|---|---|---|
| A+ | 10 | $5,000 | $1.68M | $1.85M | $2.05M | $18.53M |
| A | 21 | $3,700 | $1.13M | $1.42M | $1.83M | $29.92M |
| B | 14 | $3,400 | $1.07M | $1.17M | $1.40M | $16.34M |
| C | 15 | $3,100 | $967K | $1.04M | $1.26M | $15.54M |
| D | 12 | $3,000 | $1.03M | $1.08M | $1.65M | $13.01M |
| E | 4 | $3,000 | $915K | $916K | $918K | $3.66M |
Price per sqm Range
Sub-Agent Network
| Agency | Type | Leads | Sales | Value | Conv % |
|---|---|---|---|---|---|
| MSL Direct | In-House | 48 | 3 | $4.8M | 6.3% |
| Ray White Bulimba | Local | 36 | 2 | $3.2M | 5.6% |
| Place Estate Agents | Network | 32 | 2 | $2.8M | 6.3% |
| Belle Property | Network | 24 | 1 | $1.6M | 4.2% |
| Juwai IQI | International | 18 | 0 | $0 | 0.0% |
| LJ Hooker Bulimba | Local | 14 | 0 | $0 | 0.0% |
Lead Allocation
Land Sales Reports
Sales Velocity — Last 6 Months
Apartment Sales Dashboard
Inventory by Bedroom Type
Inventory by Building
Inventory by Level
Apartment Inventory
Apartment Sales Pipeline
Hot Leads (22)
Warm Leads (84)
Building Overview
Building 1 — Main Complex
By Level:
- Ground North: 13 apts · $22.88M
- Ground South: 13 apts · $21.88M
- Level 1 North: 14 apts · $19.90M
- Level 1 South: 14 apts · $19.50M
Features:
- Private courtyards (ground)
- Retail convenience below
- Mix of 1, 2, 3 bed layouts
Building 2 — Penthouse Level
Premium Features:
- Private rooftop terraces
- Private pools (select units)
- River & city views
- Larger floor plates (143-245m²)
- BBQ entertaining areas
Price Range:
- 2 Bed: $1.35M
- 3 Bed: $3.00M – $4.00M
★ Signature Penthouses — Building 2
- ★ Private Pool
- ★ River Views
- ★ BBQ Area
- ★ NW Aspect
- ★ Private Pool
- ★ Corner Position
- ★ Large Terrace
- ★ SE Aspect
- ★ Private Pool
- ★ Corner Position
- ★ Large Terrace
- ★ NE Aspect
- ★ Private Pool
- ★ Corner Position
- ★ Terrace
- ★ SE Aspect
Pricing Matrix
Price by Bedroom Type
| Type | Count | Avg $/m² | Min | Avg | Max | Total GRV |
|---|---|---|---|---|---|---|
| 1 Bed | 10 | $13,340 | $800K | $907K | $1.35M | $9.07M |
| 2 Bed | 38 | $17,012 | $1.30M | $1.42M | $1.60M | $54.00M |
| 3 Bed | 21 | $17,754 | $1.70M | $2.45M | $4.00M | $51.55M |
Price by Level
| Level | Count | Avg | Range | Total GRV |
|---|---|---|---|---|
| Ground Floor | 26 | $1.72M | $880K – $3.0M | $44.76M |
| Level 1 | 28 | $1.41M | $800K – $2.0M | $39.40M |
| Level 2 (PH) | 15 | $2.03M | $860K – $4.0M | $30.46M |
Price Per SQM Comparison
Sub-Agent Network — Apartment Sales
| Agency | Type | Leads | Sales | Value | Conv % |
|---|---|---|---|---|---|
| MSL Direct | In-House | 72 | 5 | $8.2M | 6.9% ★ |
| Juwai IQI | Intl | 58 | 4 | $12.4M | 6.9% ★ |
| Ray White Bulimba | Local | 52 | 3 | $4.8M | 5.8% |
| Place Estate Agents | Network | 44 | 2 | $3.6M | 4.5% |
| Belle Property | Network | 38 | 1 | $1.9M | 2.6% |
| LJ Hooker Bulimba | Local | 22 | 1 | $1.4M | 4.5% |
Apartment Sales Reports
Sales Velocity — Last 6 Months
The Partnership
Commercial Terms
Transparent. Performance-based. Designed so that MSL only wins when Shayher wins.
Fee Structure
Commission Framework
What's Included
Scope of Service
Sales Strategy
Go-to-market strategy, pricing framework, release scheduling
Sub-Agent Network
Recruitment, training, performance management
Command Centre
Full platform access with real-time dashboards
Weekly Reporting
Performance reports, pipeline updates, market intelligence
Marketing Coordination
Campaign alignment, asset distribution, brand governance
Contract to Settlement
Full transaction management through to keys
Term & Exclusivity
Agreement Structure
This is a partnership, not a transaction. Our fee structure is designed so that MSL only wins when Shayher wins. Price protection, brand stewardship, and GRV maximisation aren't just promises — they're how we get paid.
One partnership."
The Process
Three Steps to Partnership
Discovery Session
A deep-dive workshop with your team to align on vision, timeline, and success metrics.
Week 1Strategy Presentation
Detailed go-to-market strategy, pricing framework, and sub-agent network plan.
Week 2-3Agreement & Launch
Finalise terms, execute agreement, and begin pre-launch campaign preparation.
Week 4Ready to discuss how MSL can deliver for Bulimba Barracks?
"Protecting value. Delivering certainty.
One partnership at a time."