Barry Plant has launched a dedicated projects division, appointing Jarrod Farey to lead the new arm of the business.
Jarrod brings his existing business, Farey and Co, into the network after five years of independent operation. He has spent almost 22 years working exclusively in the projects and off-the-plan space.
“I started in off-the-plan and have built my entire career in that space,” he said.
His career began with a cadetship at Metricon Homes, where he trained in drafting, estimating, construction and contract administration.
He later helped build a projects division at another major network, growing a team from two to 17 people within 15 months.
During that time, he secured major listings including a 101-apartment development in Ringwood and a 200-apartment project in Hawthorn.
“That success really put us on the map and showed what we were capable of,” Jarrod said.
He launched Farey and Co just before COVID – timing that proved unexpectedly favourable.
“They were probably our biggest two years,” he said. “We listed and launched five developments during that period, all at once.”
Barry Plant CEO Lisa Pennell said the network had been preparing for this move.
“We had been working hard to transform the brand for a couple of years, so it was a real reflection of that progress when Jarrod first reached out to express his interest in potentially joining Barry Plant,” Lisa said.
“Jarrod is a highly experienced projects specialist with a strong track record of success in Melbourne.”
The new division will handle high and medium-density developments, townhouse sites and off-the-plan sales across the network’s approximately 70 offices.
Jarrod said buyer behaviour in the projects space has shifted significantly.
“Buyers are far more informed than they’ve ever been. They have so much information at their fingertips,” he said.
“What used to be a two or three-day journey from lead to sale is now a much longer nurture process.”
He sees Barry Plant’s geographic reach as a strategic advantage, particularly as development activity moves beyond inner Melbourne.
“I can see the market moving further into more regional and outer-metro areas, and that’s where leveraging the strength of the network will be incredibly important,” he said.
A project of between 280 and 330 apartments is already in preparation.