When the owner of 11 Rogers Avenue, Haberfield decided it was time to downsize, the sale needed to achieve two objectives: secure a strong result and provide a smooth, stress-free experience throughout the process. With a unique five-bedroom residence set across a substantial 1,507sqm double block complete with a pool and tennis court, the property required a carefully planned campaign that would attract the right buyers while accommodating the vendor's personal circumstances.

Leading the campaign, Morton Real Estate's Konstantin Melnikov and Catherine Lawler developed a tailored auction strategy designed to maximise exposure and buyer engagement. The team began building anticipation early with a "Coming Soon" campaign, generating local interest well before the property officially launched. This was supported by professionally styled presentation, high-quality photography, a cinematic walkthrough video, targeted social media promotion, online advertising, database marketing, door knocking and direct outreach to prospective buyers.

Despite selling during winter and at a time when auction clearance rates across the market were subdued, the campaign quickly gained momentum. Over just 26 days, the property attracted 97 buyer enquiries, 78 groups through inspections and resulted in 10 contracts being issued. Throughout the campaign, Konstantin maintained regular communication with the vendor, providing weekly updates and market feedback to ensure she felt informed and supported at every stage.

A key feature of the campaign was the team's ability to identify and nurture genuine buyer interest early. One buyer's agent began following the property from the moment the "Coming Soon" sign was installed, closely watching its transformation as preparations for sale progressed. By combining strategic marketing with consistent buyer engagement and skilled negotiation, Konstantin and Catherine were able to create strong competition around the property, even in challenging market conditions.

The result was a successful auction-night sale for $6.36 million, achieving one of Haberfield's strongest results in recent months and delivering an outcome the vendor was delighted with. Selling under the hammer in a market where auction success rates had been softer demonstrated the effectiveness of the team's strategy, pricing approach and ability to connect the property with motivated buyers.

The experience left a lasting impression on the vendor, who praised Catherine's hands-on approach and local expertise.

"Catherine's support was exceptional from the moment I engaged her till the successful sale of my home. She has a thorough knowledge of the area and went well beyond the role of an agent, guiding me through every stage. Catherine made an overwhelming process feel manageable and achievable."

Konstantin also received outstanding feedback for his professionalism, communication and market knowledge.

"He was very professional at all times, carefully leading me through all aspects of the preparation for the sale and displayed exceptional knowledge of the local market. The weekly vendor meetings kept me up to date throughout the entire campaign."

For Konstantin and Catherine, the campaign reinforced an important lesson: every property deserves a strategy built around the owner's specific goals. By combining thoughtful preparation, proactive communication and a tailored marketing approach, they were able to achieve an exceptional result for their client while making the selling process as seamless as possible.