31/05/2026
On Friday, we hosted Beyond The Building, an afternoon built around a question we believe is becoming increasingly important for our industry:
If housing demand is so strong, what actually creates pricing power?
More so recently, the assumption has been that if there’s a housing shortage, projects will just sell.
But consumers are becoming far more sophisticated than that.
Buyers today are not simply purchasing an apartment. They’re buying into a lifestyle, a community, a sense of identity and a vision for how they want to live. They are placing greater value on amenity, wellness, convenience, connection and the quality of the experience surrounding the built form.
The reality is that demand alone doesn’t guarantee success. It doesn’t create emotional connection. It doesn’t differentiate one project from another. And it certainly doesn’t ensure long-term value.
That was the focus of Friday’s discussion as we brought together developers, consultants and industry leaders to explore the drivers of demand that extend well beyond the building itself.
A huge thank you to Andrew Hoyne from Marie-Louise Theile from Cheri Hill from and Lewis Stewart from for sharing their expertise and perspectives. The conversation challenged conventional thinking and reinforced the importance of creating places people genuinely want to belong to.
Most importantly, thank you to everyone who joined us.
The afternoon served as a reminder that while our industry is under pressure to deliver more housing, we also have a responsibility to think carefully about what we’re bringing to market and whether it truly aligns with what consumers value.
Because the projects that will thrive in the years ahead won’t simply be those that respond to demand.
They’ll be the ones that create it.