As Australia’s fastest-growing estate, Woodlea is proving the great Australian home ownership dream is alive and well.
Launched in 2015 in Melbourne’s west, the $2 billion project made headlines when buyers camped out overnight to get the pick of the exclusive land releases.
Now more than 5,000 residents live at Woodlea, its innovative sales and marketing strategies are well known with the launch of its third sales and discovery centre, Woodlea Hub, breaking new ground.
Designed by architectural firm McCabe & Bailey Studio the commercial building has been “future-proofed”, constructed from durable and sustainable materials such as recycled timber and solar panels.
The adaptable design means it can transform into a childcare centre in five years’ time, minimising waste and environmental impact.
McCabe & Bailey used Woodlea’s natural surroundings as inspiration for the design, combining the estate’s spirited sense of community, which resulted in a gathering place that’s welcoming, sophisticated and aspirational.
The hub has been designed to be a place of gathering for the community, including a social enterprise café, a children’s activity centre and surrounding playground and an exhibition.
When launched prior to the COVID-19 movement restrictions, hundreds of Woodlea residents and potential purchasers came together to celebrate the opening of the sales and discovery hub, forming a queue that snaked around the building prior to the 8am opening.
Within the distinctive contemporary building are all the hallmarks of a display home including material palettes and floorplans as well as a state-of-the-art DisplaySweet Interactive Masterplan and TV screens.
The space allows for a free flow of interested buyers and multiple sales consultants to engage with each party while answering questions on the amenities, transport connections and context within the greater Melbourne greenfield market.
It was of little surprise to those who have called the estate home for almost four years with the developing outer-western region outperforming more fancied postcodes.
The median house price in Rockbank-Mount Cottrell has gained an average of 7.9 per cent each year since 2010 to hit $598,268, according to research by CoreLogic and Property Investment Professionals of Australia.
Woodlea project director Matthew Dean described the suburb as “a small township of about 1200 people” surrounded by “rocks and thistles” a decade ago.
Since being rezoned for residential purposes in 2012, it has become home to 6500 residents — 5000 of those live in Woodlea — with its own train station, schools and childcare centres, a sporting precinct, cafe, medical centre and parks.
“Rockbank will have about 35,000 residents in 10-15 years,” Mr Dean said.
“We’re only half an hour from the CBD on the train. And we’re creating quality amenities and well-maintained streetscapes (so) you’d expect to see more great price growth to come.”
The estate’s most recent releases include land, house and land packages and townhomes, with fewer than 30 available options left to purchase.