Parkside Residences, Yeronga
Live life on the high side
Nestled in Brisbane’s inner south, Yeronga offers green space, river access, and enviable proximity to the CBD, yet it’s often overlooked by buyers chasing more established lifestyle suburbs like West End or Highgate Hill. JGL Properties saw untapped potential in this quiet achiever. Our task was twofold: elevate the profile of a suburb, and connect meaningfully with buyers who didn’t yet know they were looking here.
Audience research across over 800 prospective buyers revealed two distinct groups: local downsizers seeking low-maintenance living in familiar surroundings, and young families ready for a lifestyle change but priced out of neighbouring postcodes.
The insight
Our research revealed two distinct buyer groups, downsizers and young families, both drawn to connectivity, green space, and community. Yet awareness of Yeronga as a destination was surprisingly low. This wasn't about competing with West End's buzz; it was about championing a different kind of inner-city living.
The idea
The idea centred on elevated ease; life lived at a slightly higher altitude, both literally and emotionally. 'Life on the high side' captured this dual meaning with relaxed confidence, avoiding the overwrought promises that dominate residential marketing.
The outcome
Parkside launched with record open day attendance and strong early sales. By positioning the project with the relaxed confidence of its setting, we created a brand that captured what Yeronga had always offered but never articulated.
