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.
Over the past three years, MSL Property Group has had the privilege of working alongside Shayher Developments as Bulimba Barracks has evolved from concept to reality. What began as early conversations around lot sizing and private road positioning has grown into a deeply collaborative partnership, one built on shared ambition and a mutual respect for getting the details right.
Throughout that journey, MSL has contributed across many dimensions of the project. From evaluating house frontage designs and entryways, to reviewing internal apartment layouts, configurations, and square meterage. From analysing buyer demographics and market positioning to pricing the original 856-lot masterplan in 2023, and subsequently refining that pricing through each iteration as the vision has sharpened.
It has been extraordinary to witness the Shayher Developments team navigate each stage of this evolution. With every refinement, the masterplan has become more defined, more considered, and more compelling. The progression from broad strokes to the precision of today's plan reflects a development team that understands the weight of what Bulimba Barracks represents for Brisbane.
Now MSL arrives at this moment. The masterplan is resolved. The vision is clear. And with this proposal, MSL would like to invite the Shayher Developments team to explore what sits behind the presentation. Play with the Sales Command Centre. Filter the inventory. Adjust the pricing. Test the dashboards. This system has been personally built, drawing upon 36 years of experience in project marketing and sales operations. MSL knows that behind the scenes are the real engines of a successful campaign, and it is with genuine pride that MSL showcases this capability to Shayher Developments.
This is how MSL Property Group is positioned to continue working alongside the Shayher Developments team, bringing the same depth of commitment across the multiple staged releases that will bring Bulimba Barracks to market.
The Consideration
A Project of This Significance
Deserves Careful Thought
This section is not about what could go wrong. It is about what Bulimba Barracks deserves: a considered, deliberate approach to how it meets the market for the first time, and every time after that.
The Consideration
When a Project Becomes Public
Before It Becomes a Brand
Projects of this profile naturally attract attention from agents across the market. That is not a criticism. It is a reflection of how desirable the opportunity is. But it does create a dynamic that warrants careful consideration.
When a project is represented by many voices simultaneously, the market inevitably receives many versions of the same story. Different pricing conversations, different availability signals, different levels of understanding about what the project actually is. Not through anyone's poor intent, but simply through the natural reality of multiple independent interpretations.
Over time, this can quietly shift how the market perceives the project. A buyer who hears three different prices doesn't choose the highest one. A project that appears on every portal and every agency feed can begin to feel widely available rather than carefully curated. And for a program that spans five or more years, that early perception becomes very difficult to recalibrate later.
The first impression a buyer forms is rarely the one you intended. It is the one the market assembled for them.
Brand Integrity
Protecting What Makes
This Project Valuable
The premium positioning of Bulimba Barracks is built on trust, and trust requires consistency.
Pricing Confidence
When buyers receive consistent pricing from a single, authoritative source, they trust that the price reflects genuine value. When they hear different numbers from different agents, the instinct is to negotiate. Not because the price is wrong, but because the inconsistency creates doubt.
Availability & Perception
How available a project appears directly affects its perceived desirability. Controlled release creates anticipation. Broad, uncoordinated exposure can inadvertently signal something quite different, even when stock levels haven't changed at all.
A Consistent Story
A project's brand is shaped by every conversation, every piece of collateral, every social post that carries its name. When that story is told by one voice with deep understanding, it builds. When it is interpreted independently by many, it fragments. Gradually, and often without anyone noticing until it has already happened.
The Long Program
Perhaps the most important consideration. In a single-stage project, early missteps can be absorbed. In a five-year, eight-stage program, every signal sent in the early stages compounds. Discipline now protects value across every stage that follows.
A Unified Voice
One Project. One Story.
Told Well.
The principle is straightforward. Pricing, availability, brand messaging, buyer communications, and marketing materials should all originate from the project itself, managed by a single accountable partner who understands the full picture.
This isn't about restricting information. It's about ensuring that every touchpoint a buyer has with Bulimba Barracks reflects the true quality and positioning of what's being offered. The project deserves to be represented accurately, every time, by every person who speaks on its behalf.
"Control the source, and you control the narrative.
Control the narrative, and you protect the value."
Working Together
Multiple Agents, One Framework
The question was never whether other agents should be involved. There are valid reasons: local area expertise, established buyer relationships, broader reach. The question is how they are supported to do their best work while the project remains consistent.
The Lead Agent Framework
- Agreed pricing provided to all agents, removing ambiguity
- Professional marketing materials supplied by the project
- Buyer communications coordinated through a unified CRM
- Regular briefings with current project knowledge
- Clear performance tracking that rewards results
Broader reach. Consistent quality. Better outcomes for everyone.
The Lead Agent model doesn't reduce the number of agents selling. It increases the quality, consistency, and financial outcome of every sale they make.
The Question
How do you take a project of this scale to market, with the reach of multiple agents, the consistency of a single brand, and the discipline a five-year program requires?
You give it a Lead Agent.
And you give them the authority to protect it.
The Solution
The Lead Agent Model
Not a new concept. But when applied to a project of this complexity, with this much at stake, it becomes the single most important structural decision in the entire sales program.
The Definition
What a Lead Agent
Actually Does
The role is part strategist, part custodian, part conductor. The Lead Agent owns the pricing framework, manages the buyer database, controls the brand narrative, and provides the developer with a single point of accountability for the entire sales program.
Sub-agents continue to sell. They continue to bring their networks, their relationships, their local knowledge. But they do so within a structure that protects the project, supports their efforts, and ensures that every conversation a buyer has reflects the same story, the same quality, and the same positioning.
For the developer, the difference is clarity. One strategy. One report. One partner who is accountable for the outcome across every stage, every product type, and every agent involved.
The Framework
Four Responsibilities
The Lead Agent model is built around four core areas of responsibility. Each one exists to serve the same purpose: protecting the value of the project across its full lifecycle.
Price Stewardship
A centralised pricing framework ensures that every lot and every apartment is presented to market at its true value. Adjustments are made strategically, based on data, not reactively in response to competitive pressure between agents.
- Single pricing matrix across all agents
- Structured approval workflows for any variation
- Market-aligned adjustments informed by real-time data
Network Coordination
Sub-agents are carefully selected, properly briefed, and genuinely supported. Their local knowledge and buyer relationships become a strength of the program, not a source of inconsistency.
- Curated agent selection based on capability and reach
- Ongoing training and regular project briefings
- Performance incentives aligned with project goals
Brand Custodianship
Every touchpoint a buyer has with Bulimba Barracks reflects the same quality, the same tone, and the same level of care. From the first enquiry to the final contract, the brand experience is consistent and premium.
- Unified messaging across all channels and agents
- Controlled collateral and marketing materials
- Consistent buyer journey and experience standards
Complete Transparency
The developer has full visibility at all times. Every lead, every conversation, every sale is tracked and reported through a single, unified platform. No chasing agents for updates. No gaps in the picture.
- Live pipeline and inventory tracking
- Automated performance reporting
- Weekly updates, monthly reviews, quarterly recalibration
The Structure
You Retain Full Control.
We Carry the Weight.
The Lead Agent model is not about handing over authority. It is about giving the developer a single partner who absorbs the operational complexity, so the developer can focus on what matters most: the project itself.
Sets the vision, approves the strategy, retains final authority on pricing and release decisions. Full visibility at all times through real-time reporting.
Develops and executes the sales strategy. Manages all agents, the buyer database, brand consistency, and reporting. One point of contact. One accountable partner.
The developer's role does not change. They continue to set the vision, approve the strategy, and make every final decision. What changes is that they no longer need to coordinate multiple independent agencies, reconcile conflicting reports, or manage the day-to-day complexity of a multi-agent program. That responsibility sits entirely with the Lead Agent.
One relationship to manage. One report to read. One partner who is accountable for everything underneath.
The Process
How It Unfolds
The model is not imposed overnight. It is built methodically, in partnership with the developer, and refined continuously as the program progresses.
Strategy & Alignment
The Lead Agent works closely with the developer to establish the go-to-market strategy, pricing framework, and release schedule. This is a collaborative process. The strategy belongs to the project, not the agent.
Pre-launch: 8 to 12 weeksNetwork Activation
Sub-agents are identified, assessed, and onboarded. Each receives comprehensive project training, access to the unified sales platform, and clear guidelines for how they represent the project in the market.
Pre-launch: 4 to 6 weeksCoordinated Launch
The project enters the market as one unified presence. Every agent delivers the same message. Every buyer receives the same experience. The brand arrives fully formed, not assembled piecemeal by the market.
Launch windowOngoing Stewardship
The Lead Agent monitors performance, manages the pipeline, adjusts strategy based on real data, and prepares each subsequent stage for release. This is not a launch-and-leave model. It is a five-year partnership with continuous accountability.
Ongoing through program completionReporting & Visibility
You See Everything.
In Real Time.
One of the most significant advantages of the Lead Agent model is what it does for the developer's visibility. In a traditional multi-agent arrangement, understanding the true state of the program requires collecting separate reports from each agency, reconciling different formats and metrics, and piecing together a picture that is often incomplete and always delayed.
Under the Lead Agent model, the developer receives a single, consolidated view of the entire sales program. Every lead, every enquiry, every negotiation, every settled contract. Across every agent, every product type, and every stage. In one place, updated continuously.
A Single View of the Pipeline
Every buyer interaction across every agent is captured in one unified database. The developer can see at a glance how many active leads exist, where they are in the journey, who is managing them, and what the expected conversion timeline looks like. No more wondering what each agent is doing independently.
Inventory That Reflects Reality
The status of every lot and every apartment is tracked in real time. What is available, what is under offer, what is reserved, what has settled. The developer always knows the true position of the inventory, not an estimate assembled from phone calls and emails.
Pricing Integrity You Can Verify
Every price quoted, every variation approved, and every final sale price is recorded centrally. The developer can see whether the pricing framework is being maintained, where adjustments have been made, and what impact they have had on overall GRV performance. There are no hidden discounts and no surprises.
Agent Performance, Measured Fairly
Each sub-agent's contribution is tracked on the same terms: leads generated, enquiries managed, offers received, contracts exchanged, settlements completed. This creates a clear, objective picture of who is performing and where additional support or adjustment may be needed.
Reporting Without the Burden
The developer receives structured weekly updates, detailed monthly reports, and comprehensive quarterly reviews. These are not assembled from fragments. They are generated from a single, live data source. The developer spends less time chasing information and more time making decisions with it.
Stage Planning Informed by Data
As each stage progresses, the data gathered informs the next. Buyer demographics, pricing sensitivity, absorption rates, marketing channel performance. These insights are not available when data is scattered across multiple agencies. They only emerge when everything flows through one system.
The MSL Command Centre
MSL has custom-built a suite of Command Centre platforms, drawing on over three decades of experience managing complex, multi-stage sales programs across Australia. These are not generic CRM dashboards. They are purpose-built tools designed specifically for the way projects like Bulimba Barracks need to be managed: with separate environments for land sales and apartment sales, real-time pipeline visibility, and reporting that gives the developer exactly what they need, when they need it.
- Dedicated Land Sales Command Centre
- Dedicated Apartment Sales Command Centre
- Real-time inventory and availability tracking
- Unified buyer database across all agents
- Automated weekly and monthly reporting
- Sub-agent performance dashboards
- Pricing framework management
- Lead attribution and conversion tracking
The Command Centres are explored in detail in the Platform section of this proposal.
What Changes
The Practical Difference
The Lead Agent model is not theoretical. These are the tangible shifts it creates for the developer, the agents, and the buyers.
One conversation,
not twelve
A single point of accountability for strategy, performance, and reporting. The developer leads the vision. The Lead Agent executes it.
Supported to sell,
not left to guess
Sub-agents receive materials, training, pricing clarity, and genuine support. They sell with confidence because they have the full picture.
One truth,
whoever they speak to
Consistent pricing, consistent messaging, and a premium experience that reflects the true quality of what is being offered.
"One strategy. One source of truth.
Complete accountability without the complexity."
The Next Step
The model only works if the right partner is behind it. One with the experience, the infrastructure, and the commitment to see it through.
That partner is MSL.
Why MSL
We Don't Just Sell Property.
We Set the Benchmark.
Every agency will tell you they can sell Bulimba Barracks. They'll show you a portfolio. They'll promise results. But there's a difference between selling property and fundamentally shifting what a suburb is worth. MSL doesn't follow markets — we redefine them. And we've been doing it for Shayher Developments for years.
Shayher Developments & MSL
We Know What Excellence Looks Like — Because You Taught Us to Expect It.
This isn't our first chapter with Shayher Developments. It's the next one.
We understand the standard. The uncompromising commitment to quality. The expectation that every touchpoint — from the first enquiry to the final settlement — reflects a level of sophistication that most agencies simply don't operate at. We don't just understand Shayher Developments' values. We've built our processes around them.
That understanding isn't something you can brief into a new agency over a boardroom coffee. It's earned. Through deliverables that met the mark. Through strategies that didn't just perform — they outperformed. Through the kind of trust that only comes from proving it, project after project.
"We're not here to win your business. We're here to continue what's already working."
Proven Impact
We Don't Chase the Market.
We Move It.
Pricing is not everything. We know that. Brand integrity, buyer experience, settlement confidence, long-term reputation — these all matter. But pricing must be considered an essential factor, because it is the clearest measure of whether a sales strategy is truly working or simply turning over stock.
At The Hamilton, we were told the market had a ceiling. Buyers wouldn't pay above a certain threshold. Competing agents adjusted their expectations downward. We didn't.
Through precision positioning, strategic release sequencing, and a buyer engagement process built on scarcity and exclusivity rather than volume and discounting, our sales didn't just meet the market — they reset it. Every contract we exchanged pushed the comparable sales data higher. Every settlement reinforced the new benchmark.
The result wasn't just a successful campaign for Shayher Developments. It was a 17.5% increase in the suburb's median price point — a shift that benefited every property owner in the area. We were the main catalyst for this. A deliberate, sustained pricing strategy executed with discipline.
This is what MSL does. This is what we will do at Bulimba Barracks.
The Hamilton
Suburb Price Increase
Directly attributable to MSL sales at The Hamilton. We were the catalyst — not the market, not timing, not luck.
Other agencies sell to the market. MSL raises it.
Melinda Allamby — Founder and CEO of MSL Property Group — would consider an exclusive personal arrangement to dedicate herself directly to Bulimba Barracks. Not as an oversight role. Not as a name on a letterhead. As the driving force behind every strategic decision, every pricing call, and every critical negotiation.
This is not standard practice. A principal of Melinda's calibre and experience typically oversees a portfolio of projects. But Bulimba Barracks isn't a standard project. It demands a level of strategic leadership that matches its ambition — and Melinda recognises that.
This is a rare opportunity — for both parties. A project worthy of this level of commitment, led by someone who has spent a career preparing for exactly this kind of challenge.
Direct Access
Your primary point of contact is the person who built the company. Not a delegate. Not a junior. The decision-maker.
Strategic Authority
Pricing decisions, release strategies, and market positioning come from 36 years of experience at the highest level.
Personal Accountability
When the founder stakes her name and her time on a single project, there is no room for anything less than exceptional.
Continuity
No staff turnover. No handovers. No loss of momentum. One leader, from appointment to completion.
The Case for MSL
Five Reasons to Appoint MSL
as Lead Agent.
Proven Partnership
We've delivered for Shayher Developments before. We understand the expectations, the standards, and the way you operate. There is no onboarding period. No learning curve. We hit the ground at pace because we've already been running.
Price Leadership
Our track record of pushing pricing boundaries is not anecdotal — it's measurable. The Hamilton's 17.5% suburb price uplift is one example. It's our pattern. We protect GRV not by hoping the market cooperates, but by creating the conditions that force it upward.
Founder-Led Dedication
Melinda Allamby's personal commitment to Bulimba Barracks is an offer of extraordinary value. No other agency can provide this calibre of leadership with this depth of focus on a single project.
Built for Complexity
MSL was founded to solve the exact challenges that Bulimba Barracks presents — multi-product, multi-stage, multi-year programs where coordination is everything. This isn't a stretch for us. It's our core competency.
We Don't Just Meet Expectations — We Exceed Them
Every developer wants an agent who delivers. Shayher Developments deserves an agent who redefines what delivery looks like. That's what we've done before. That's what we'll do again.
"Let us continue to exceed expectations —
not because we promised to,
but because we always have."
Melinda Allamby
Founder & CEO, MSL Property Group
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.
Interactive Masterplan
76 lots · 69 apartments · Live pricing
Portfolio Command Centre
Land & apartment dashboards
Marketing Command Centre
Campaign tracking & channel ROI
Buyer Intelligence
Demographics · Funnels · Velocity
Pricing Intelligence
Live price management & scenarios
Interactive Tool
Interactive Masterplan
Explore 76 land lots across 9 stages and 69 apartments. Click, filter, search, and edit pricing 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% |
| Agent 1 | Local | 36 | 2 | $3.2M | 5.6% |
| Agent 2 | Network | 32 | 2 | $2.8M | 6.3% |
| Agent 3 | Network | 24 | 1 | $1.6M | 4.2% |
| Agent 4 | International | 18 | 0 | $0 | 0.0% |
| Agent 5 | 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% ★ |
| Agent 4 | Intl | 58 | 4 | $12.4M | 6.9% ★ |
| Agent 1 | Local | 52 | 3 | $4.8M | 5.8% |
| Agent 2 | Network | 44 | 2 | $3.6M | 4.5% |
| Agent 3 | Network | 38 | 1 | $1.9M | 2.6% |
| Agent 5 | Local | 22 | 1 | $1.4M | 4.5% |
Apartment Sales Reports
Sales Velocity — Last 6 Months
Marketing Intelligence
Marketing Command Centre
Budget tracking, channel performance, campaign management, lead attribution and content oversight
| Channel | Reach | Performance | Efficiency | Trend | |||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Channel | Phase | Spend | Impressions | Clicks | Leads | Conv. | Revenue | CPL | CPA | ROAS | Trend |
Intelligence Platform
Buyer Intelligence & Campaign Performance
Comprehensive analytics across 145 products: enquiry velocity, demographic profiling, conversion funnels, and market positioning
(Bulimba Barracks)
to Contract
Investor Split
Postcode
Acquisition
| Channel | Enquiries | % of Enquiries | Contracts | Revenue | % of Revenue | Spend | Cost/Enquiry | Cost/Contract | ROI |
|---|---|---|---|---|---|---|---|---|---|
| Social Media | 1,400 | 36.4% | 42 | $52.8M | 25.0% | $185,000 | $132 | $4,405 | 285x |
| realestate.com.au | 1,170 | 30.4% | 52 | $72.4M | 34.2% | $280,000 | $239 | $5,385 | 258x |
| Domain.com.au | 770 | 20.0% | 28 | $38.6M | 18.3% | $145,000 | $188 | $5,179 | 266x |
| Direct / Referral | 370 | 9.6% | 18 | $38.1M | 18.0% | $24,000 | $65 | $1,333 | 1,588x |
| Signage | 137 | 3.6% | 5 | $9.7M | 4.6% | $65,000 | $474 | $13,000 | 149x |
| Agent | Enquiries | Appointments | Contracts | Revenue | Avg Days to Close | Conversion Rate |
|---|---|---|---|---|---|---|
| Agent A | 1,180 | 285 | 48 | $72.8M | 26 | 4.1% |
| Agent B | 1,050 | 248 | 42 | $61.4M | 31 | 4.0% |
| Agent C | 890 | 198 | 35 | $49.2M | 34 | 3.9% |
| Agent D | 727 | 115 | 20 | $28.2M | 42 | 2.8% |
| Lot / Unit | Type | Sale Price | Contract Date | Settlement Due | Status | Notes |
|---|---|---|---|---|---|---|
| Lot 42 | Land | $1,180,000 | 18.11.25 | 18.02.26 | ⚠ Pending | Finance approval pending |
| Apt 3A-0507 | Apartment | $820,000 | 22.10.25 | 22.01.26 | ⚠ At Risk | Valuation shortfall — renegotiating |
| Lot 58 | Land | $1,050,000 | 05.12.25 | 05.03.26 | ✓ On Track | Finance approved |
| Apt 3A-0203 | Apartment | $680,000 | 10.11.25 | 10.02.26 | ✓ On Track | Unconditional |
| Lot 71 | Land | $1,320,000 | 28.11.25 | 28.02.26 | ⚠ Pending | Awaiting sunset extension |
| Apt 3A-1301 | Apartment | $2,800,000 | 15.10.25 | 15.01.26 | ⚠ At Risk | Buyer requesting settlement extension |
| Lot # | Level | Stage | Type | Config | Size | Sale Price | $/sqm | Contract | Settlement | Status | Buyer | Type | Source | Postcode | Days |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 1 | — | 1a | Land | — | 391m² | $1,960,000 | $5,013 | 15.10.25 | 15.01.26 | Settled | J. Patterson | OO | Social | 4171 | 8 |
| 6 | — | 1b | Land | — | 391m² | $1,960,000 | $5,013 | 12.10.25 | 12.01.26 | Settled | K. Chen | Inv | REA | 4007 | 3 |
| 11 | — | 1c | Land | — | 439m² | $1,140,000 | $2,597 | 28.10.25 | 28.01.26 | Settled | M. Thompson | OO | Domain | 4170 | 18 |
| 34 | — | 1d | Land | — | 350m² | $1,085,000 | $3,100 | 05.11.25 | 05.02.26 | Pending | S. Williams | OO | Referral | 4171 | 22 |
| 3A-0101 | 1 | 3a | Apt | 2B/2Ba/1C | 78m² | $820,000 | $10,513 | 18.10.25 | 18.01.26 | Settled | R. Nguyen | Inv | Social | 4102 | 12 |
| 3A-0205 | 2 | 3a | Apt | 1B/1Ba/1C | 52m² | $580,000 | $11,154 | 22.10.25 | 22.01.26 | Settled | L. O'Brien | OO | REA | 4171 | 15 |
| 3A-1301 | 13 | 3a | Apt | Penthouse | 185m² | $2,800,000 | $15,135 | 15.10.25 | 15.01.26 | At Risk | D. Hamilton Trust | Inv | Direct | 2000 | 5 |
| 50 | — | 1f | Land | — | 320m² | $992,000 | $3,100 | 10.11.25 | 10.02.26 | Settled | A. Blackwood | OO | Signage | 4170 | 28 |
| Project | Suburb | Product | Median Price | $/sqm | Absorption | Avg Days on Market | Status |
|---|---|---|---|---|---|---|---|
| Bulimba Barracks | Bulimba 4171 | Land + Apts | $1,280,000 | $3,420 | 36.3/mo | 31 | Sold Out |
| Riverpoint Estate | Hawthorne 4171 | Land | $1,150,000 | $3,050 | 8.2/mo | 62 | Selling |
| The Catalina | Norman Park 4170 | Apartments | $785,000 | $9,800 | 4.5/mo | 48 | Selling |
| Morningside Green | Morningside 4170 | Land | $920,000 | $2,680 | 5.8/mo | 55 | Selling |
| Lytton Road Residences | Bulimba 4171 | Apartments | $845,000 | $10,200 | 3.2/mo | 72 | Selling |
Pricing Platform
Pricing Intelligence
Interactive pricing with real-time adjustment modelling across 76 land lots ($97M) and 69 apartments ($114.62M)
Master Price Lists
Bulimba Barracks
Pricing Intelligence
Interactive pricing platform with real-time adjustment modelling across 76 land lots ($97M) and 69 apartments ($114.62M). Apply global or individual price variables and export to Excel.
Portfolio Summary — Live
How to use: Enter global percentages above — they apply across all lots/apartments. On the Land or Apartment tabs, each row has an individual override field that takes priority over globals. Save up to 3 named scenarios to compare strategies. Toggle Presentation mode to hide inputs for clean viewing. All summaries update in real-time. Export preserves all current adjustments.
| Property Details | Original Pricing | Classification | Price Adjustment | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Stage ▲ | Lot # ▲ | Width ▲ | Length ▲ | Area m² ▲ | Max Height | Grading ▲ | Base P/SQM ▲ | Orig Price ▲ | Release | Facing | Notes | Override % | Adj P/SQM ▲ | Adj Price ▲ | Variance ▲ |
| Building | Apartment | Area m² | Original Pricing | Orient. | Price Adjustment | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Building ▲ | Level ▲ | APT # ▲ | Bed ▲ | Car | Internal ▲ | External | Total ▲ | SQM Rate ▲ | Orig Price ▲ | Facing | Override % | Adj Price ▲ | Adj SQM ▲ | Variance ▲ |
The Partnership
The model has been defined.
The team has been proven.
The platform has been built.
Built to Sell.
Structured to Share.
The model works because it doesn't restrict who can sell.
It rewards everyone who does.
What We Already Know
We know the systems. The standards. The expectations.
We know because we have been delivering them for years.
The privilege of working across multiple projects within the Shayher Developments family has given MSL Property Group something no other agency can offer on day one: an understanding that has already been earned. Not promised. Earned. Through years of refining how we report, how we communicate, how we push pricing, how we protect the project, and how we protect the Shayher Developments brand at every stage of the sales journey.
Shayher Developments maintains complete oversight and control of every project. That is how it should be, and MSL Property Group's role is to ensure that control is supported, not burdened. One lead agency. One structure. One team that already knows the playbook, already understands the pace, and has already proven it can deliver a smooth landing every time. From contract preparation through to settlement, MSL Property Group works directly with Shayher Developments' legal team through a process refined across prior projects. The relationships are already established, the system is already proven. No ramp-up, no new introductions, no gaps. All while coordinating alongside every outside agent who wants to contribute to the project's success.
The hard work happens behind the scenes. It always has. That is where MSL Property Group operates best, and it is where Shayher Developments has always trusted us to be.
This is not a new relationship.
This is the next chapter of one that is already working.
The Framework
A Structure That
Rewards Contribution
MSL Property Group is appointed as Lead Agent, accountable for the sales strategy, pricing authority, agent coordination, buyer experience, and the end-to-end reporting infrastructure that underpins the entire program. That accountability is constant, regardless of which agent ultimately introduces the buyer.
As Lead Agent, MSL Property Group also controls the master marketing for the project. Every piece of collateral, every campaign, every digital touchpoint and every public-facing communication runs through one team. This ensures full brand control across all channels and all agents, so that the Bulimba Barracks brand is presented to market with the consistency and quality Shayher Developments expects.
But here is what makes this model different from a traditional exclusive arrangement: the door is not closed to the wider market. Every licensed agent has the opportunity to introduce qualified buyers to Bulimba Barracks, and every agent who contributes a sale is rewarded for that contribution.
The Structure
Two Pathways. One Standard.
Every sale at Bulimba Barracks follows one of two pathways. Both are managed through the Command Centre. Both are governed by the same pricing authority. Both deliver the same buyer experience.
Pathway 1
MSL Property Group Direct Sale
When MSL Property Group sources and converts the buyer directly. The sale is managed end to end by the MSL team, from first contact through negotiation, contract exchange, and settlement. MSL Property Group earns a lead agent commission on that sale, reflective of the full sales effort and project coordination.
Lead Agent Commission
To be confirmed upon further discussion
Pathway 2
External Agent Introduction
When an outside agent introduces a buyer who proceeds to contract. The introducing agent maintains the buyer relationship while MSL Property Group provides pricing guidance, contract preparation, and settlement coordination. The introducing agent earns a selling commission. MSL Property Group's fee adjusts to a set overrider fee or fixed fee.
Selling Agent Commission
To be confirmed upon further discussion
MSL Property Group Overrider / Fixed Fee
To be confirmed upon further discussion
What the Agent Sees
Every external agent accesses a dedicated registration portal through the Command Centre. Introductions are logged, tracked, and protected from the moment they are submitted.
Agent Name
Enter agent name
Agency
Enter agency name
Buyer Name
Enter buyer name
Product Interest
Land / Apartment / Both
Budget Range
Select range
Buyer Contact
Phone / Email
Simplified preview of the agent registration portal within the MSL Property Group Command Centre
The Opportunity
Every Agent Becomes a Sales Channel
Bulimba Barracks
Owned by Shayher Developments
Managed by MSL Property Group
MSL Property Group
Master Marketing Agent
Local Chosen Agents
Selected Partners
Network Agents
Wider Market
National Agents
Interstate Reach
International Agents
Global Buyers
All Buyers Flow Through One System
When MSL Property Group activates the sub-agent network for Bulimba Barracks, every channel opens. Local, national, and international. Selected local agents, established network partners, interstate agencies, and international buyer specialists all become potential sources of qualified buyers.
They receive MSL Property Group's sales collateral. They access the dedicated agent portal through the Command Centre. They register introductions transparently. And they are rewarded fairly when their buyer proceeds.
The result is not just broader reach. It is competitive tension working in the developer's favour. Multiple agents, all motivated to sell, all operating within the same pricing framework, all accountable to the same standards.
"We don't compete with the market. We activate it."
Scope of Service
The Constant Behind Every Sale
Regardless of which agent introduces the buyer, the developer's experience never changes. The same standard is maintained. The same rigour applied. The same accountability delivered.
Sales Strategy & Pricing Authority
Complete go-to-market strategy, release scheduling, and pricing governance across all stages and all agents. One pricing matrix. One authority.
Agent Network Coordination
Recruitment, onboarding, collateral distribution, introduction registration, and ongoing management of all participating agents.
Command Centre Platform
Live pipeline tracking, inventory management, agent performance monitoring, settlement coordination, and developer reporting.
Buyer Experience Management
Every buyer interaction managed to the standard Bulimba Barracks demands. Consistent messaging. Consistent quality. Consistent brand.
Reporting & Transparency
Structured weekly updates, detailed monthly reports, and comprehensive quarterly reviews. One source of truth. No chasing fragments.
Settlement Coordination
Contract management, milestone tracking, risk flagging, and solicitor liaison through to final settlement. Nothing falls through the gaps.
Our Commitment
MSL Property Group's accountability does not change depending on who introduces the buyer. Whether the sale originates from our database or an external agent's introduction, MSL Property Group remains responsible for the pricing framework, the contract process, the buyer experience, and the settlement outcome. The overrider fee reflects that ongoing responsibility across every transaction, every stage, and every agent in the network.
Aligned incentives.
Shared accountability.
One partnership built on performance.
What Happens Next
The proposal is on the table.
The model has been explained.
The only question left is when.
MSL Property Group is ready to move when Shayher Developments is. There is no ramp-up period. The team is assembled. The systems are built. The playbook is written. What follows is a conversation, not a pitch, to confirm alignment and agree on the path forward.
The Process
Four Steps to Partnership
Discussion
Review this proposal together. Address any questions. Confirm the model works for Shayher Developments.
This Week
Alignment
Walk the site with the MSL Property Group team. Agree on vision, staging priorities, and launch timeline.
Next Week
Appointment
Finalise terms and execute the Lead Agent agreement.
Week 3
Activation
Command Centre goes live. Agent network opens. Campaign preparation begins.
Immediately
Your Point of Contact
Melinda Allamby
Founder & CEO
MSL Property Group | MSL Projects
Three decades. Three cities. One focus.
MSL Property Group