Imran Hamidi has sold a heritage studio apartment at Francis Hall in Potts Point for $460,000 after a targeted campaign generated 185 buyer enquiries and multiple offers.
A dual-market approach
Imran Hamidi knew the studio apartment at 4/16 Kings Cross Road needed to work for two distinct buyer groups. The property’s direct courtyard access in a tightly held Potts Point location would appeal to lifestyle buyers seeking a city bolthole, while the building’s heritage charm and strong rental fundamentals made it equally attractive to investors.
The campaign strategy reflected this dual positioning. Professional video showcased Francis Hall’s 1914 Georgian-style heritage, including the building’s grand marble entry foyer and the apartment’s character-filled art deco interiors. The social media campaign highlighted both the lifestyle attributes and the property’s investment credentials.
“The building is steeped in history and charm,” Imran said.
“We made sure that the video showcased the building, its proximity to lifestyle attributes, and also the courtyard.”
Exceptional engagement
The response exceeded expectations. The campaign generated 185 buyer enquiries, with online views and email interest tracking significantly above typical studio apartment campaigns in the area.
Multiple offers came through during the campaign lifecycle, reflecting the competitive interest from both investor and lifestyle buyer segments. The eventual purchaser was a Dubai-based buyer of Australian heritage who plans to lease the property.
For Imran, the buyer profile validated the campaign’s strategic positioning. The combination of local lifestyle knowledge and the agency’s property management services created confidence for interstate and overseas investors who wanted to understand not just the property, but the neighbourhood’s rental appeal.
“Strong local market knowledge, not just real estate, but lifestyle knowledge is imperative to making buyers feel comfortable,” Imran said.
“Especially investors who are wanting to purchase and have a deep understanding of their surrounds.”
The Potts Point appeal
Potts Point sits 2 kilometres east of Sydney’s CBD and is known for its low-rise, heritage-rich character dominated by Art Deco and Modernist architecture. The suburb has evolved from its bohemian past into a sought-after lifestyle precinct, with Macleay Street’s boutique shops and cafes drawing discerning owner-occupiers and investors alike.
Protecting the vendor’s position
Navigating price-sensitive buyer expectations in the current market required careful negotiation. Many buyers were looking for bargain opportunities, but Imran’s priority was protecting the vendor’s price point.
The vendor had owned the apartment since 1997 and was relocating to Queensland to rejoin family. The $460,000 result translated to $23,000 per square metre for the 20-square-metre apartment — an outstanding result that reflected the property’s unique attributes, including high ceilings, internal laundry provisions and a bath.
“She was over the moon once we got it sold,” Imran said.
“She’s been absolutely ecstatic and she’s moving to Queensland to rejoin her family.”
The vendor’s testimonial reflected the campaign’s success: “Huge and grateful thanks to Imran. His caring and professional attention in selling our apartment… his integrity and dedication to our family shone through like he was selling a unit worth millions of dollars.”
About the Agent
Imran Hamidi is the Principal of Laing+Simmons Potts Point and has specialised in Sydney’s Inner City and Eastern Suburbs residential markets since 2013, combining deep local knowledge with a focus on high-end buyer engagement. A multi-award-winning agent, Imran grew up in the Eastern Suburbs and now resides in the Inner City, bringing genuine local insight to every transaction. Visit Imran’s website for more information or call Imran on +61 412332330