Anita Wildash has secured a premium result for a 700sqm freestanding house in Curl Curl’s tightly held Brighton Street precinct, selling off-market in just seven days through strategic database targeting.
The Brighton Street property presented in original condition — heavily neglected with no kitchen, no hot water, and a pool reduced to a shell. After months of clean-up, the owners faced a decision point: invest approximately $150,000 to make the property livable and market it as a cottage-style opportunity, or take a different path.
The strategic pivot
Anita recommended bypassing traditional marketing entirely and instead targeting her existing database of buyers actively seeking renovation projects or knockdown-rebuild opportunities.
“Rather than spending on marketing, I leveraged relationships by making direct calls and presenting the property as a rare blank canvas in a blue-chip location,” Anita said.
The response was immediate. In just one week, over a dozen qualified buyer groups inspected the property.
The buyer profile
The successful purchaser was actively seeking exactly this type of opportunity — someone who couldn’t find what they were looking for in the market and wanted to put their own stamp on a property.
The north-facing block’s substantial 700-square-metre footprint in a tightly held street made it particularly appealing to buyers looking for project potential rather than a turnkey home.
“I targeted those people that couldn’t find what they were looking for and wanted to put their own stamp on a property,” Anita said.
The successful buyer was able to act quickly when the opportunity arose, securing the property ahead of other interested parties.
The neighbourhood context
Brighton Street sits in one of Curl Curl’s most tightly held pockets, with comparable four and five-bedroom homes on the street selling between $4.2 million and $5.9 million over recent years. The area’s appeal to families is reinforced by proximity to Harbord Public School and Northern Beaches Secondary College campuses, with many properties held for extended periods reflecting strong long-term owner satisfaction.
The outcome
The owners were thrilled with the result, which was achieved entirely off-market with no advertising spend. In keeping with the vendors’ preference for privacy, the final figure remains confidential, reflecting the discretion expected at this level of the market.
“The owners are looking forward to seeing what the purchasers are going to create on the site,” Anita said.
The campaign demonstrates how the right strategy and buyer alignment can deliver premium results without traditional marketing spend.
“Sometimes the best results don’t come from adding more but from knowing exactly who to take the opportunity to and when,” Anita said.
Qualified buyers who missed out on this opportunity are still seeking similar properties in the area.
About the Agent
Anita Wildash is a Partner at Cunninghams and a highly respected performer in Northern Beaches real estate. Known for her transparent negotiation approach and expert guidance on property presentation, Anita specialises in both discreet off-market transactions and high-profile campaigns. A lifelong Northern Beaches resident, Anita is passionate about connecting buyers to the area she loves. Visit Anita’s website for more information or call Anna on +61 0411 147 796.