Residential
Deliver the Right Product for your Target Residents and Location
Gain a deep understanding of who your target residents are and the unique commercial ecosystem in which your BTR or BTS residential development is located
District Living
Propella.ai profiled residents and existing retail customers at The District Docklands to help inform the planning and design of AsheMorgan’s District Living, which is set to become Australia’s largest Build-to-Rent development.
Situated on approximately 8ha of land within the harbour side suburb of Docklands, The District Docklands is an urban village that provides leading retail, food and beverage, entertainment and commercial offerings.
Ashe Morgan were considering a residential precinct at The District District and engaged Propella.ai to carry out customer profiling of the likely future residents and analysis of the trade area, to assist them with planning and decision making on a range of matters for the future potential residential development, including:
- Resident amenities for the building, tailored to the future residents;
- Curating additional retail amenity, services and experiences for the future residents and the location;
- Programming of activations & events to resonate with the future residents; and
- Targeting residents in a future marketing campaign.
Propella.ai delivered AsheMorgan with insight into:
- Psychographic and demographic profiling of the future residents for the development as well as the existing retail visitors to The District.
- Target customer segmentation including where they live across Melbourne
- Their home attitudes, hobbies, activities, media consumption, shopping habits, health and wellness routines, and personal attitudes to help plan the right design, amenity, services, and experiences that will resonate with this target audience
- The most beneficial and sustainable retail uses for the future residential development, using Propella.ai's statistical and artificial intelligence model and understanding of the future resident cohort
- How to reach their target audience in future marketing and advertising
In April 2024, AsheMorgan secured state government approval for a $700 million residential project, known as District Living, that is set to become Australia’s largest Build-to-Rent development.
It will deliver more than 900 BTR apartments with a combination of studios and apartments ranging from one to three bedrooms to provide housing for young families, as well as 2,500sqm of private outdoor space including an outdoor dog park and dog wash, an outdoor fitness area, and large green open spaces to relax.
Within the development, residents will have access to a state-of-the-art wellness centre inclusive of a fitness studio, plunge pool, sauna and steam room and a stunning sky terrace with kitchen, dining and relaxation spaces.
Ashe Morgan
Development Director
AsheMorgan was established in 1981 and subsequently developed into a leading specialist in commercial real estate finance.
Since 2010 AsheMorgan has shifted focus to direct investment in a concentrated range of real estate asset classes. Their investments leverage off expertise in delivering above market returns through robust risk management. Investment partners include major financial institutions across the Asia Pacific region, family offices and high net worth individuals.
AsheMorgan invest in quality real estate with value-add opportunities based on rigorous analysis of risk adjusted returns. They are actively involved in the delivery and management of investments, understanding the power of repositioning, refurbishment and the value of maintaining strong relationships with participants across the property and financial industries.
AsheMorgan acquired the The District Docklands in December 2014 as a discount outlet shopping centre with a high concentration of fashion, footwear and apparel (discretionary) retailers. Since then, AsheMorgan has invested over A$250.0 million for the transformation and repositioning of The District into a high-quality, vibrant, mixed-use urban precinct.
