Rightsizers Driving Boom in Prestige Apartment Market

Australians are increasingly moving from traditional family homes into luxury apartments, driving a boom in the prestige apartment market.

McGrath Research data reveals that the number of prestige apartments sold in 2025 has tripled over the past decade, signalling a sustained shift in buyer preferences toward high-end apartment living.

McGrath CEO John McGrath said the prestige apartment segment has been the strongest performer in recent years.

“Prestige apartments have been the strongest market segment in the last few years as high-net-worth individuals choose luxury, security and lifestyle in apartments over houses,” Mr McGrath said. 

“Demand has increased dramatically as luxury apartments have gone to a whole new level in design, finishes and amenities.”

Queensland has emerged as the leader in this market shift, accounting for 43 per cent of East Coast prestige apartment sales in 2025. NSW followed with 41 per cent, while Victoria captured 16 per cent of the market.

Mr McGrath said Southeast Queensland has become particularly attractive for luxury apartment buyers.

“Southeast Queensland has become the favoured location for many looking for luxury apartment living as pristine beaches and rivers become perfect backdrops for beautiful buildings,” he said. “The strongest demand has been for prime locations with easy access to major cities as most buyers in these apartments are still living very active and vibrant lives.”

Price growth has been substantial across all major markets. Over the past five years, new prestige apartments have significantly outperformed established units, rising 88 per cent on the Gold Coast, 60 per cent in Brisbane, 34 per cent in Sydney, and 32 per cent in Melbourne.

Analysts attribute this growth to larger floor plans, premium amenities, superior materials, and a historically low supply of new luxury apartments relative to Australia’s growing wealthy population.

Michelle Ciesielski, McGrath’s National Head of Research, said the industry identified the rightsizing trend early and adapted accordingly.

“After identifying the emerging rightsizing trend in Australia back in 2020, there has been more than double the delivery of apartments with three or more bedrooms, and the average apartment built was one-third larger,” Ms Ciesielski said.

By 2028, 40 per cent of apartments in prime regions of Melbourne and Brisbane will likely feature more than three bedrooms, with 34 per cent on the Gold Coast and 31 per cent in Sydney.

Car parking has become a significant value driver. Sydney commands a 62 per cent price premium for three-bedroom apartments with more than four car spaces compared to just one, while Brisbane shows a 47 per cent premium, Gold Coast 46 per cent, and Melbourne 41 per cent.

More than two-thirds of buildings across Sydney, Melbourne, and Brisbane CBDs now feature pools and gyms as standard inclusions.

“Many rightsizers are seasoned global travellers, shaping their expectations for amenities in their new home based on luxury hotel experiences. Australia has a long way to go and developers might consider get this balance right given the more competitive marketplace,” Ms Ciesielski said.

Despite strong demand, the cost of delivering premium apartments remains elevated due to rising material prices and a shortage of skilled labour.

“High-net-worth demand for luxury downsizing remains strong, although purchase price and ongoing costs will likely be a decisive factor when giving up the space of a family home,” Ms Ciesielski said.

“Our study found that prestige apartments generally incur lower upkeep costs compared to similar quality standalone houses, when sinking funds are appropriately managed.”

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