In Focus

Behind the Sale: 108 Carlsruhe Station Road, Woodend ~ "Cloverdel"

Felicity Allen

Felicity Allen

May 2021
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There is so much more to a property sale than just the final sale result. In this series, we’ve rounded up some of our best property campaigns from across key offices in our network. Interested in discussing your next property move? Contact us for an appraisal.

Quick Stats

Property Address: 108 Carlsruhe Station Rd, Woodend

Days on Market: 21

Listing Live Date: 19/03/2021

Auction Date: 10/04/2021

Expected Sale Result (Range): $2,300,000 - $2,500,000.

Sale Method: Auction

Number of attendees at OFI’s: 93 groups through by private appointment only.

Number of attendees at auction: 120

Number of bidders: 6 buyers registering intent to bid with 3 placing bids on the day.


A true fairytale property, Cloverdel was shaped by the vendor – an Interior and Garden Designer and Horticulturalist – into a picturesque and impeccably presented home. The property is complete with productive, ornamental, and picking gardens, a house extending from the old 19c shearers cottage that sleeps 8, and a guest house that sleeps 5. The property is surrounded by 1.5 acres of lawn, flanked with cypress trees, and overlooking century old willows and seasonal wetlands.

Cloverdel has hosted cooking and floral events over the years, including the Regional Longest Lunch in 2016 and 2017 on behalf of the Macedon Ranges, as well as weddings. A current and rare ‘place of assembly’ permit exists for the property to hold large public or private events, the buyer would need to rebrand the property if they would like to host events here, but the permit is retained by the property.

This home ticks all the boxes for what a buyer is looking for in a rural retreat.


History, a prized location, picturesque, landscaped gardens, district views, a manageable land holding, impeccably presented… From the outset we knew that this property was going to attract strong interest.

Though slightly unusual in a regional market, we had no doubt that an auction sale method would deliver the best outcome for our vendor.

The property campaign went live on the 18th March, with all digital elements going live simultaneously. This cohesive campaign go-live generated immediate and immense enquiry and engagement.

The prospective buyers were predominantly located in Melbourne – specifically throughout the areas around Stonnington, Boroondara, and Bayside. Jellis Craig’s shared database and strategic footprint really helped get Cloverdel out there to Melbourne-buyers.

This property was highly photogenic, and we had some outstanding imagery that reflected the remarkable property. Beautiful photography meant that each of the channels used in the marketing mix for this property looked very special. The advertising included:

  • Social media – both paid and organic.
  • 12-page brochure – the breadth of the property dictated that an extensive printed brochure was required, this provided those that attended opens a substantial take-home piece of the memorable home.
  • Print advertising – both local papers and Domain (Saturday Age / Friday Australian Financial Review lift out)
  • Editorial – The sheer beauty of the property and the collateral endeared it to the likes of Domain, and consequently it was featured on their front cover, social media, and online.

The outstanding editorial support from Domain meant that the property garnered unprecedented interest, with enquiry nothing short of intense.


Auction day was significant. We enlisted the local CFA to support with crowd management and car parking. We had 120 attendees at the auction, with six Jellis Craig staff members supporting the Auctioneer with managing the crowd and two team members enlisted to manage phone bidders. We had six people register to bid on the day, with three groups placing bids (the other three were outbid after the first bid).

The purchasers are a family from the UK, with the wife originating from Central Victoria. The family had recently decided to relocate back to Victoria, wanting to enjoy the lifestyle that is provided in regional Victoria, yet also wanting the convenience of an easy commute to Melbourne. The new owners intend on making ‘Cloverdel’ their family home.

The final sale result far exceeded the vendors expectations, and they’re therefore not surprisingly absolutely delighted with the outcome.

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