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Storia Estate Group launches in the luxury Brisbane Bayside market

Luxury Queensland agency, Chapter Estate Groups is rebranding to Storia Estate Groups, with the independent team narrowing its focus to exclusively high-end luxury property across the Redlands region of Queensland.

Founder and Director of Storia Estate Groups, Joseph Lordi said the rebranding would mean they are now the only real estate company in Australia with the Storia name, which will help develop their brand and highlight their unique role in the luxury market.

Storia focuses on a range of luxury homes in the Brisbane Bayside market, including exclusive waterfront properties, luxury homes on the canals with water views, as well as large acreage and lifestyle properties, including in the areas of Birkdale, Raby Bay, Capalaba Acreage and Chandler.

“The benefit of rebranding is that we’ll be able to further differentiate ourselves from the marketplace and the competition,” Mr Lordi said.

“The marketing we’re doing is extremely high quality across everything we do, including the quality of paper we use for letterbox drops to the type of photography we choose.

“This helps make our properties really stand out from other homes.”

The Storia Estate Groups team – Angie Hyde, Joseph Lordi and Kaden Rogers.

Mr Lordi said the agency would also narrow its focus to exclusively high-end property, which would benefit buyers and sellers.

He said that while they had always been market leaders in the luxury space, they wanted to move away from selling homes that were around the median price of $800,000 and focus more on properties toward the $2-3 million price range and beyond.

“We are a luxury agency at the moment, but previously we hadn’t pigeonholed ourselves,” he said.

“Now with Storia, we’re going to do that.”

Mr Lordi said 89 per cent of Storia’s sales were in the $1 million to $5 million range.

“With this rebrand, the sellers can be confident and the buyers can understand that we have the best access to the exclusive waterfront and acreage homes,” he said.

“The sellers know we have the most affluent database of buyers looking for a home like theirs and the buyers also know that we are the ones that have the connections with the type of properties they are seeking.”

According to Mr Lordi, Storia has already put more emphasis on high-end property, which has seen their sales numbers continue to rise.

He said their local product knowledge was something they are well known for and is why buyers and sellers trust their experience in the Redlands region.

“Our goal is to list fewer properties that are of a higher quality,” he said.

“Since the start of July, we’ve already settled over 20 million in sales.

“So we’re happy with where we are going so far, but we just want to build on what we’ve already got.”

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Rowan Crosby

Rowan Crosby is a senior journalist at Elite Agent specialising in finance and real estate.

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