In Focus

Behind the Sale: 123 Clarke St, Northcote

Felicity Allen

Felicity Allen

May 2021
123 Clarke 001 original

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: 123 Clarke Street, Northcote

Days on Market: 23

Listing Live Date: 05/03/2021

Auction Date: 28/03/2021

Expected Sale Result (Range): $3,000,000 - $3,200,000.

Sale Method: Auction // Sold Before


A classic four-bedroom 1920’s Federation home with a magical architect-designed transformation.

123 Clarke St has been described as business at the front and party at the back. Thanks to its recent renovation and extension, the home was restored to its original beauty by the vendor after being hidden under a not-so-beautiful 1980’s renovation.

The renovation took 3 years, and was carried out by some of the best suppliers in the industry, including architecture by Bellemo and Cat, building by The Building Chapter in collaboration with BuildHer Collective.

The brief was to create a family home, restore the heritage façade to its former glory, and add a modern extension with a touch of drama. What resulted was a striking home comprising 4 bedrooms, 3 bathrooms, and a large open plan living / kitchen / dining that connects seamlessly to the pool, undercover alfresco area, and garden.


We decided on a shorter-than-normal, 3-week campaign duration to build interest early and create some buzz and excitement about the property.

We decided to do an Expression of Interest campaign for this property, allowing for buyers to place their highest bid in privacy, and for the agent to understand who was interested prior to Auction day.

The house was a hit from day one. We had over 140 groups through the property during the duration of the campaign. Those inspecting loved the feeling at 123 Clarke St, with one prospective buyer describing the house as “an entertainer’s dream”.

For the marketing campaign, we worked closely with some of the best suppliers in the business to create a magnificent suite of creative across video and stills. The combination of an expertly styled home, amazing videographer and photographers, and of course a standout property, culminated in our achieving some wonderful editorial coverage, including the cover of Domain Magazine the day before a Super Saturday auction.

A big focus for the marketing of this property was on digital marketing. This home had its own Instagram handle which the vendor had set-up to show the renovation journey. We decided to direct a lot of our digital marketing traffic to the Instagram account, to showcase the high-end finishes and expert suppliers to potential buyers.

Whilst the digital marketing was successful, the Domain Magazine cover confirmed to the buyer just how special this property was, and ultimately was one of the resounding reasons this property received such a standout result.


Due to the high volume of interest and the anticipation for this property, this property ended up selling before auction. We put forward the buyer offer to the vendors who were so thrilled with the offer that they accepted and consequently the auction was cancelled.

The vendors were delighted with not only the final sale result, but the entire process. The preparation, the campaign rollout, and the communication throughout the whole process was seamless.

The buyer, a young professional, was looking for a home with a significant outdoor space and flow where he could entertain his extended family and friends.

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