Paula Simoes and Jason Simoes sold a penthouse at 20/2–4 Notts Avenue, Bondi Beach after a four-week campaign that generated more than one million online views and a pre-auction deal near $11 million.
Prestige address, complex brief
Paula and Jason Simoes took on the penthouse sale knowing the address alone would draw attention – perched above the curve of Bondi Beach, with uninterrupted ocean views and one of the suburb’s most recognisable outlooks.
Notts Avenue is widely regarded as one of Bondi’s blue-chip streets, often delivering premium price-per-square-metre outcomes. But Paula and Jason said the campaign still needed careful positioning, because the building’s apartments have not always matched what prestige buyers expect on paper.
In a market where buyers can be highly specific, individuality can work both ways: it can create real appeal, but it can also narrow the buyer pool if the story isn’t explained clearly from the start.
Marketing built for reach
Rather than leaning on a standard prestige approach, the XS Property directors focused on a campaign designed to widen exposure and strengthen emotional appeal.
Jason said the response was immediate.
“Our statistics and unique marketing made the property almost go viral, with over one million views online, more than 100 enquiries, and a total of eight contracts requested by interested buyers in only a four-week campaign,” Jason said.
Paula said boutique agencies can compete strongly in this space when service levels and strategy are aligned with the specific property.
“The power of a boutique brand with a high level of service definitely stands out from the rest,” Paula said.
From online momentum to a pre-auction deal
As enquiry built, the campaign moved into genuine competition, with negotiations concluding prior to auction.
The penthouse ultimately transacted in the vicinity of $11 million, with Craig Wing, at Wing Property Buyers, acting for a private buyer.
For Paula and Jason, the result reinforced a familiar reality in high-end real estate: even in the strongest locations, outcomes are shaped by how well a home is positioned, how broad the buyer reach becomes, and how the conversation is managed once momentum arrives.
What the campaign changed locally
Beyond the sale itself, the campaign has lifted interest around the building and prompted new conversations with local owners reassessing what is possible, particularly when a listing attracts attention beyond the usual buyer group.
For the vendors, it also marked the end of an extraordinary 40-year chapter in one of Bondi’s tightly held buildings — closing the sale with a result that has kept the suburb in front of a wide audience.
About the agents
Paula and Jason Simoes are Directors and co-founders of XS Property, bringing complementary experience across real estate, business leadership and client service. Paula offers more than 15 years’ industry experience and strategic market insight. Jason’s background in leadership and health and wellness shapes a service-driven approach centred on integrity and clear communication. Together, they lead XS Property with a focus on accountability, considered strategy and enduring client relationships.
For more information, visit XS Property.