Luke Higgins and John Higgins of MyPlace Estate Agents achieved a $1,612,500 pre-auction sale for a three-bedroom townhouse in Botany after creating competition between two buyers through targeted marketing.
Luke and John Higgins knew the type of buyer who would buy 36/73 Banksia Street in Botany before the first inspection opened. The three-bedroom, two-bathroom townhouse ticked every box for upsizers — families outgrowing apartments or wanting space to start families — and the MyPlace team built their entire campaign around that buyer profile.
The upsizer playbook
From script to photography to online advertising, every element spoke directly to buyers looking for more space. The property’s standout feature gave them compelling material to work with.
“It was the fact that it was a townhouse, but it had no adjoining walls as well, so it was completely separated from the rest of the complex,” Luke explained.
That standalone quality delivered what upsizers wanted most: the feel of a Torrens title home without the price tag. The messaging highlighted space for growing families and the lifestyle benefits of a detached layout within a complex.
The competition story
The targeted approach delivered results before auction day arrived. Two buyers emerged from the campaign, both fitting the upsizer profile the team had identified. With five weeks on market, Luke and John were managing negotiations between the competing parties.
The pre-auction sale at $1,612,500 represented the third time MyPlace had successfully transacted this address — a track record that gave the vendors confidence in the team’s local knowledge and approach.
What it means for the market
Botany sits in Sydney’s established eastern corridor within the Bayside local government area. The suburb offers a residential village atmosphere with low-rise housing stock, local schools including Botany Public School, parks, and easy coastal access, appealing to families seeking space without moving further from the city centre.
The vendors had owned the property for only one to two years, making the successful sale particularly satisfying. Creating competition in a market where many campaigns struggle to generate multiple interested parties demonstrated the value of precise buyer targeting.
“The vendors were very happy,” Luke said. “Considering the market, we were able to get a good result and generate the competition, so they were very happy.”
For the successful buyer — one of the targeted upsizers — the property delivered exactly what they’d been searching for: space, separation, and value positioning that made the move financially viable.
The forward view
The Luke and John’s read on the current Botany market is straightforward: opportunities exist for sellers who approach their campaign strategically.
“There’s a lot of opportunities out there, regardless of the market,” Luke noted. “You can get a great result and make the most of it.”
The two-car-space townhouse on a 214-square-metre lot proved that knowing your buyer and building a campaign around their specific needs remains the most reliable path to creating competition and securing strong results.
About the Agents
John Higgins is the Principal of MyPlace Estate Agents, a boutique family-owned agency, with 28 years of experience in real estate and more than 2,000 property sales across his career. He works with homeowners, buyers and investors, drawing on extensive market knowledge and long-standing experience in property sales and negotiation.
Luke Higgins is a Sales Associate at MyPlace Estate Agents and brings strong local knowledge of Botany and Maroubra to the team. He works closely with clients throughout the buying and selling process and has developed his experience alongside senior colleagues at the agency, with a focus on clear communication, professionalism and current market insight.
Together, John and Luke combine established industry experience with local market knowledge in assisting clients across their property transactions.
Visit the MyPlace Estate Agents website for more information or call John on 0412714279 or Luke on 0423709685.