Builder credibility and realistic completion dates now matter as much as price and location to Perth’s off the plan apartment buyers, according to Jones Director and Licensee Nicole Jones.
The market has shifted noticeably since August, with many buyers choosing to wait. Price is only part of it. Uncertainty about whether developments will be delivered as promised is now holding buyers back.
Buyers have watched projects stall and builders collapse across Australia in recent years, and some have paid deposits on projects that never went ahead. With interest rates rising and far more property on the market than a year ago, they also have more time and more choice.
“We’re not seeing buyers disappear. We’re seeing buyers demand better answers before they commit,” Nicole Jones said.
“The industry has spent years perfecting how we sell apartments. Now we need to get better at explaining how we’re going to deliver them. Buyers want evidence, not just reassurance.”
For developers, that changes the question. The challenge isn’t creating demand. It’s giving a buyer who has decided to wait a reason to commit.
Nicole Jones said that starts with understanding what buyers are now asking.
“A completion date without a credible delivery strategy is just a date on a brochure,” she said.
“Buyers want to know who’s building it, whether construction is funded and what milestones need to be met. A great apartment in a fantastic location means very little if buyers aren’t confident it will be delivered.”
Protections are also under closer scrutiny. Home indemnity insurance in WA generally doesn’t apply to apartment buildings over three storeys, so buyers are asking harder questions about deposits, sunset clauses and what happens if a project doesn’t proceed.
Jones Managing Director Steve Jones said the answer lies in how developers market and sell their projects.
“Developers have traditionally focused on selling the lifestyle, location and quality of the finished product, and those things still matter,” Steve Jones said.
“But buyers aren’t just purchasing what’s shown in the renders. They’re committing to something that needs to be built and delivered.
“Builders are operating at capacity right now. Crews are stretched and fixed price contracts carry real risk, so they’re being very careful about the work they take on. That’s an industry problem, but it quickly becomes a buyer’s question.
“Construction credibility needs to be part of the sales strategy from day one. That means naming the builder at launch and being upfront about what they’ve completed and whether they finished on time. It means explaining the contract type and who carries the cost risk. And it means being clear about how the project is staged, so buyers know when their building will actually start.
“A developer who can answer all of that without hesitating gives buyers a reason to commit. One who can’t gives them a reason to keep waiting.”
Nicole Jones said buyers are still looking and comparing developments, but they’re being more selective about where they commit their money.
“You can’t expect someone to commit a million dollars to a property that doesn’t yet exist and be comfortable with unanswered questions,” she said.
“Buyers haven’t disappeared. They’ve become more discerning, and frankly, that’s a good thing. It’s forcing our industry to lift its standards.
“The projects that will outperform won’t necessarily have the biggest marketing budgets. They’ll be the ones that can demonstrate they’re capable of delivering what they’re selling.”
About us:
Jones Realty & Projects is a Perth-based development consultancy specialising in off-the-plan residential sales, project marketing and strategic development advisory. They work with developers from project inception through to launch, campaign delivery and sales, helping shape residential projects for stronger market engagement and commercial outcomes.
