Blair Cardile has secured a pre-auction sale of a two-bedroom warehouse conversion apartment at 115/148 Goulburn Street, Surry Hills, for $1,781,888 after three weeks on market.
Marketing heritage character
Blair Cardile knew the warehouse conversion’s heritage features — loft bedrooms, exposed brickwork, heritage windows, and exposed beams — needed more than standard photography to stand out.
“The key was to spend a lot of time showcasing the unique features of the warehouse style,” Blair said.
The furniture selection became critical to the strategy. Blair collaborated with Michael from Capstone Interiors and chose pieces that highlighted the tall ceilings, making the space feel large, spacious, bright and airy while staying true to the apartment’s original character.
Buyers responded consistently at inspections. The period features drew immediate attention, with commentary focused on how light, bright and spacious the apartment felt — exactly the response Blair had designed the presentation to generate.
Vetting serious buyers
Four to five buyers expressed initial interest, but Blair’s negotiation strategy required proof of readiness before accepting any offers.
Every buyer needed to complete a full formal contract review with their solicitor and have all their questions about the strata report answered before being included in negotiations.
“It was required that they would have done a full formal contract review with their solicitor, all of their questions around the strata report were answered,” Blair said.
The vetting process worked. Over three to four days, Blair received a dozen offers, negotiating down to the final two buyers who ultimately pushed the price to $1,781,888.
Two to three underbidders remain actively searching in the area.
Surry Hills market read
Surry Hills occupies prime inner-city territory within walking distance of Central Station and the CBD, with Goulburn Street running from Darling Harbour through Chinatown to Crown Street. The area has transformed from its industrial heritage into an atmospheric urban haven, with comparable warehouse conversions at 133 Goulburn Street recently trading around $1.47 million for two-bedroom apartments.
Blair’s current market observation centres on differentiation. Buyers are gravitating toward properties with strong points of difference, making presentation and marketing investment critical.
“The way to really ensure that your campaign is successful is to make it stand out as much as you can and market it really, really strongly,” Blair said.
For vendors considering a sale in similar properties, Blair emphasises three elements: presentation at its absolute best, maximum exposure across all available outlets, and access to an agent with the right buyer network.
The negotiation difference
The property was positioned above comparable two-bedroom offerings on the market at the time — a deliberate strategy that required transparent communication with buyers.
“Our approach to discussing pricing with buyers is a lot more open and transparent,” Blair said. “We were able to defend the value, but more importantly, attract the appropriate buyer with the appropriate budget to purchase.”
Blair’s approach with the vendors emphasised collaboration rather than instruction. Every decision had a clear rationale, every conversation with buyers had intention, and the communication style remained relaxed and collaborative throughout.
The vendors appreciated the attention to detail — not just around presentation, but around having intention behind every follow-up with buyers and understanding how each interaction played into the final price.
About the Agent
Blair Cardile from Belle Property Surry Hills brings genuine passion for property and people to his real estate career, offering clients compassion, empathy and determination to achieve the best possible outcome. As part of a leading inner-city team, Blair works closely with industry professionals to build a reputation as a straightforward sales professional who exceeds client expectations. Visit Blair’s website for more information or call Blair on 0438588613.