Melbourne loves its boutique real estate agencies, and one of the most prestigious has moved towards prive real estate. Abercromby’s has made a deliberate move towards a more private approach over the past year, putting a large percentage of its premium homes and estates in areas such Toorak, South Yarra and the Mornington Peninsula through discreetly managed campaigns which culminate in a private auction. The auctions are strictly by invitation, and are attended only by those who have lodged a suitable offer prior. All parties are informed what the highest of the offers is, and that serves as the opening bid at the auction.

The firm has enlisted Goldeneye Media to capture this prive method on film so Abercromby's can show prospective clients how they work. “The private auction process is all about discretion, transparency and creating well-managed competition,” says Abercromby’s Director Jock Langley, whose average sales price this year has breezed past $5 million on the back of the strategy. 

“There is an understanding that everyone viewing the house and attending the auction is serious about buying. We don’t put our vendors through the agony of bringing a crowd to stand on the footpath outside their home only to have no one bid for it. It’s getting real traction amongst high end buyers as well, who prefer raising their hand in a more private arena. They also like that they know what bid they are going to have to beat from the get go, and we tend to find it gives a bit more focus and resolve on the day.”

Langley says the company’s decision to invest in a high end brand film came on the back of the growing impact the median is having with their campaigns. “These days no top end campaign really feels complete without a film or video - it’s become a crucial part of our global strategy," he said.

"We use Goldeneye for our films because they tend to produce something far more polished and thoughtful than what you usually see in the real estate market place and they understand what is required to get it in front of the right people who are looking for something that’s careful curated rather than just mass market."