Australia’s Prestige Lifestyle Property Boom
Amid Covid-19, areas outside major cities see a surge of interest and new buyers.
By Michelle Singer
Wed, Nov 4, 2020 4:44am
6 min
6 min
Many wealthy Australians are leaving the city and heading for the hills, or the beach, desperate to find a luxurious hideaway from which they can work and play.
Relocating to some of the country’s most desirable regional locations is an unexpected silver lining for the prestige property market after the pandemic resulted in strict lockdowns, social-distancing measures across the country, and a ban on in-person inspections and onsite auctions.
It didn’t stop buyers from house hunting online, though, and that’s translated into a surprisingly active year for many regional real estate agents in Sydney’s northern beaches, Northern New South Wales’ Byron Bay, Victoria’s Mornington Peninsula, South East Queensland and Tasmania’s east coast
“We’re very busy and we weren’t expecting that back in March,” McGrath Estate Agents Avalon senior sales consultant James Baker said from the Northern Beaches, 50 kilometres north of Sydney.
“We were expecting it to be a tough time up here. Last time there was a recession and downturn [after the global financial crisis] the Avalon Beach, Palm Beach, Newport market was very slow,” he said.
More than a decade on, it’s a different story. People were already starting to work from home and change was occurring, Mr Baker said, and the pandemic has only accelerated that trend.
Meanwhile, the introduction of more reliable and faster internet services, coupled with the acceptance from businesses to allow their staff to work remotely, has also helped facilitate the trend.
“Some people are still working out whether this will be a long-term thing and there’s a bit of uncertainty among our clients. But for many who have holiday homes in New York, Greece or closer to home on Hamilton Island in Queensland, they can’t get to them,” Mr. Baker said.
“They’re very wealthy and they want to know they’ve got a place to get away to,” he added. “Everyone is looking for lifestyle and safety.”
Northern Beaches
The increase in demand is putting pressure on prices in the Northern Beaches area, predominantly on properties valued at $3 million or more.
Homes such as the luxurious five-bedroom, five-bathroom property on Pittwater Road, Bayview, with 180-degree views of Pittwater and Lion Island, sold in September 2015 for $4.4 million.
Five years later, it hit the market again, this time in the middle of the pandemic. It attracted three offers, and although the sale price is confidential, Mr Baker confirmed it sold for more than its $5.5 million price guide.
Byron Bay
An hour’s flight north of Sydney, or 750 kilometres by car, the southeastern coastal town of Byron Bay is also experiencing some of the most intense buyer action in the country.
Once a sleepy surf town, Byron Bay has transformed in recent years and has become a trendy destination for those escaping the city, and the onset of Covid-19 has only heightened the town’s appeal.
Its relaxed atmosphere and beautiful coastline has long been a sought-after destination.
A beachfront home on Marine Parade in Wategos Beach hit the market in the final week of September sold within five days for a suburb record between $20 million to $22 million through LJ Hooker Avnu managing director Michael Coombs.
The sellers, recruitment firm Morgan & Banks co-founder Geoff Morgan and his wife, Ros, bought the 664-square-meter beachfront site for A$1.2 million in 1994, according to sales records, and built an architecturally designed four-bedroom, four-bathroom resort-style holiday home.
SQM Research data shows Byron Bay’s property listing inventory at its lowest in the past decade with only 128 properties for sale as of Aug. 30. The number of properties for rent in the area has also plummeted, with vacancy rates dropping to 0.5% in August from a high of 7.5% in July.
Queensland
Across the border in Queensland, prestige homes and apartments in popular holiday destinations such as Noosa Heads have achieved higher-than-expected prices, multiple offers and significant interstate interest.
Century 21 managing director David Conolly confirms offshore, interstate and local interest has been strong.
“We’re not getting everyone here [due to border restrictions], but we’re still selling everything we can get our hands on,” he said.
“Noosa has been put on the map as a place to live and bring up your family,” Mr Conolly said “Covid has kicked our premium market forward significantly.”
In the final week of September, two apartments sold for about $3.5 million without hitting the open market, and a waterfront home on Mossman Court in Noosa Heads sold for $6.4 million in late August after 150 inquiries.
Victoria’s Mornington Peninsula
Online traffic shows Australia’s most-viewed properties of 2020 are lifestyle homes with wow factor in highly desirable locations either coastal or mountains.
Search activity data from realestate.com.au has confirmed the trend among home buyers is for dreamy mansions in aspirational lifestyle locations.
REA Chief Economist Nerida Conisbee said those who were not tied to a central lifestyle for work were prioritizing lifestyle.
It meant areas such as the Central Coast and Southern Highlands of NSW—a 90-minute drive north and south of Sydney respectively—had regularly appeared at the top of search activity this year, alongside property on Victoria’s Mornington Peninsula.
RT Edgar Flinders agent Peter Kennett has worked in the industry for more than three decades and five years ago bought himself a home on the Mornington Peninsula.
“Even 10 years ago, this area was attracting me for all the right reasons,” Mr Kennett said. “I’m originally from the land, and I did a lot of competitive horse riding. I also like wine, good restaurants and golf.”
Melbourne
Melbourne has experienced tougher lockdowns than any other city in Australia, with two highly restrictive periods of movements, curfews and social distancing measures introduced in March and July when cases spiked for a second time.
It has done little to stop wealthy buyers seeking refuge in the area, which Mr Kennett describes as “the Victorian Byron Bay” with its coastline, world-class wineries, restaurants and myriad of golf courses.
“You talk to people who have holiday houses down here, and they’re now thinking about making this permanent, how they can work remotely,” he said.
“We’re getting a mix of age groups, couples and families in their 30s and 40s who are deciding there’s good education here and a lifestyle that allows them to easily get to Melbourne for work or to see family,” Mr Kennett said.
Since Covid-19 case numbers have eased and movement restrictions were starting to lift, Mr Kennett expects October and November to be busy. Within a week of relaunching the marketing campaign to sell a 28-acre private boutique vineyard and luxury home on Rogers Road at Boneo, it was under offer.
Mr. Kennett said the sales campaign had been paused after in-person inspections were banned but within four days of resuming the marketing on Oct. 1, three offers were made and the property sold well above the $6.5 million to $7.15 million price guide.
Tasmania
The closure of borders to Tasmania has been a blessing and a curse for the real estate industry.
Borders have been closed to all non-essential travellers since March, with mainland buyers resorting to online viewings via digital means.
The state government’s handling of the pandemic, along with its natural beauty, has meant Tasmania’s appeal is greater than ever to city slickers looking for a regional lifestyle escape.
Knight Frank agent Rodney Rawlings has seen extraordinary online interest in a luxury cliff-top property on the Tasman Highway, Four Mile Creek, 150 kilometres east of Launceston, with a A$2 million price expectation.
He’s fielded inquiries from mainland Australia as well as locals and expects the opening of borders, potentially occurring in December, to bring a rush of inquiry, if it hasn’t already sold by then.
“Tasmania is such a safe haven, and because we’ve performed so well during the pandemic, this is going to have some real appeal when the borders open,” Mr Rawlings said.
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Georgetown agent Jamie Peva blends history and real estate on Instagram, turning local stories into a powerful sales strategy.
By
Wed, Aug 26, 2026 5 min
5 min
On a recent morning in Georgetown—Washington, D.C.’s oldest neighborhood—real-estate agent Jamie Peva strode down leafy N Street, brimming with historical tidbits.
Jackie Kennedy once lived on the street, he said. So did Ben Bradlee, former executive editor of the Washington Post, along with a former Miss America and a powerful U.S. Senator. Bradlee’s widow, author Sally Quinn, and Eric Schmidt, former CEO of Google, own stately homes there.
“I’ve seen a picture of Lyndon Johnson coming out of this house,” said Peva, passing a Federal-style brick mansion. “Also, the Beatles went to a lawn party here.”
Peva, a 60-year-old agent with Washington Fine Properties, has sold Georgetown real estate for over three decades, often traversing the neighborhood by bicycle. Of the roughly 2,500 houses in the historic neighborhood, he has been involved in the sale of 460, he estimated. A self-styled historian of the neighborhood, he knows stories behind its houses and their owners going back generations.
With a knack for lively storytelling, he shares his knowledge with some 37,500 Instagram followers, who have made Peva—sporting the bow ties he has worn since boarding school—an unlikely social-media influencer. Many of his followers are locals, and most have no plans to buy or sell real estate—until they do. It is then, according to Peva, that his spirited reels bring him to mind.
“It’s the digital version of a refrigerator magnet,” he said.
After Peva’s first video in November 2023, his eponymous Instagram account sparked a 10% increase in sales volume in the first year, and another 20% the next, he estimated. “It’s been very good for business, there is no question about it,” he said.
But Peva’s posts have also made him a local celebrity. As he walked down N street, the driver of a Mercedes station wagon slowed down to honk and wave. A lady walking a large dark gray dog stopped to ask what he was filming that day (a reel about a Colonial-era bottling plant.) Peva knew the dog from walking his two springers, Jumpy and Peggy-O, in the neighborhood.
“I need to make a video about the pooches of Georgetown,” he mused.
A growing number of real-estate agents now use social media to sell, and some have millions of followers with reels featuring ultraluxury pads, selling tips or reality TV-style reports on their daily lives. While Peva posts about his listings—and sometimes those of other agents—he mostly focuses on Georgetown history, local businesses and community events, saying his goal is to benefit both his business and the neighborhood.
“If we don’t find something genuinely interesting and worth sharing, we won’t do it,” said Peva’s daughter, Violet Peva, a New York social-media strategist who films, edits and posts his reels. “We cover many topics, not just real-estate information.”
Peva is originally from Connecticut, but has lived in Georgetown for over 30 years, currently in a cottage-style house with a white picket fence. Over the years, Georgetown has changed. The Georgetown Set, a powerful group of Cold War-era residents whose Sunday-night potluck dinners are said to have swayed U.S. policy, has long faded away. The community is still home to high-profile Washingtonians, including a Republican senator and several cabinet members. But it increasingly also attracts technology and finance executives, according to Peva. He now routinely signs nondisclosure agreements, ensuring privacy for wealthy clients. The shift has made him rethink his marketing approach.
“For years, a big part of our Georgetown business was made up of people who maintained a low profile,” he said. Real-estate agents were similarly low-key. Today, curb appeal is more important, he said, and agents are promoting themselves more. “As this change was underfoot, I was thinking that I needed to evolve myself too,” he said.
Though his own social-media use is mostly limited to following sailing accounts, he asked his daughter to help him post his listings online. Violet, now 26, started coming to D.C. once a month to film his reels. After an early video, on a condominium building called the Elliott, her sister Fern called her to report: “Daddy’s blowing up on Instagram,” Violet recalled. The reel got over 50,000 views. The next two each drew over 300,000. Peva’s most popular post ever, with over 838,000 views, was about the Grateful Dead playing in Georgetown. Sometimes, Peva interviews Georgetowners such as Quinn, the author, or Jamie Stachowski, the owner of a local butcher shop.
Peva, who majored in history in college, now spends up to two hours a day on research, usually in the morning while on his stationery bike. Online, he pores over old newspapers or the Library of Congress website, and he has a collection of articles and books—in and out of print—about Georgetown.
Companies often approach Peva for promotional posts, he said, but he turns them down, feeling that followers would lose interest in constant commercials. One exception is a recent paid post on Mount Vernon, the former home of George Washington. Peva wanted to share its history, he said, and didn’t want to lose the opportunity to another Instagrammer.
Anthony Arend, a professor at Georgetown University, has lived in his current home for 19 years without any plans to sell or buy real estate. But he follows Peva and often likes his posts.
“He is very charismatic, he is energetic, and he obviously knows a lot about the community,” said Arend, who has referred house-hunting friends to Peva.
One of Peva’s biggest deals—the $10.5 million sale of a 19th-century Italianate mansion—came after he made two 2024 reels featuring the property. In March, he sold the longtime O Street home of Tim and Jane Matz for $5.8 million after featuring it on his Instagram. Peva had showed them the home 25 years earlier, with Violet in a baby carrier on his back.
Last year, Kate Watts, 49, a digital consultant, called Peva to sell her late father’s three-bedroom house on Q Street; her husband had seen Peva on Instagram. In an October reel, Peva praised the architecture of the house, designed by modernist Hugh Newell Jacobsen. Halfway through, he mentioned an open house the next day, ending with an upbeat: “Did I also mention this house is for sale? $3.75 million!” The reel got 27,000 views, the open house was packed, and the buyers made an offer at the list price on the same day.
