Inside Sydney’s Ultra-Luxury Property Market: What’s Driving Demand in 2025
Simon Cohen, one of Australia’s top luxury property buyers, discusses the growing appeal of family homes, the rise of technology in high-end properties, and the neighbourhoods to dominate Sydney’s ultra-luxury market this year.
2 min
Q: Simon, what major trends do you think will shape Sydney’s ultra-luxury property market in 2025?
A: One of the most significant trends is the growing interest in family homes. People are increasingly looking at luxury homes not only as great places to live but also as sound investments. The demand for spacious properties, especially those catering to multi-generational living, will only grow in 2025.
Q: Do you think the preferences of luxury property buyers have evolved over the past few years?
A: Absolutely. Luxury property buyers today are far more discerning. While investment potential is still important, there’s been a noticeable shift towards a home prioritising lifestyle. Buyers are seeking properties that offer a balance of functionality and indulgence, a change from years past when location alone was often the deciding factor.
Q: What about the types of properties people are purchasing? Are buyers prioritising investment properties or homes to live in?
A: The trend is definitely leaning more towards family homes as primary residences rather than purely investment properties. Buyers are looking for homes that suit their needs now but also offer long-term value, both financially and in terms of lifestyle.
Last year, we saw this with the sale of Elaine, a historic mansion in Point Piper, which sold for $130 million, matching the national record. This was a prime example of a property that combines heritage, luxury, and the appeal of family living. Another noteworthy transaction was Rockleigh, also in Point Piper, which sold for $85 million.
Q: Are there any areas in Sydney that will gain prominence in the ultra-luxury market next year?
A: Suburbs like Vaucluse, Bellevue Hill, and Mosman continue to dominate the ultra-luxury market, but I think areas like Woollahra are gaining even more prominence. These neighbourhoods combine prestige with accessibility, and they’re becoming increasingly sought after by affluent buyers.
Q: What features or amenities are non-negotiable for buyers in the ultra-luxury market?
A: Quality is everything in this market. Buyers expect premium finishes and high-end features, such as smart home technology, custom-designed interiors, and amenities like home cinemas, temperature-controlled wine cellars, and private gyms. However, simplicity in technology is key. Buyers want features like automated curtains or heated floors, with a focus on ease of use.
Q: Since you founded Cohen Handler in 2009, what has been the most significant change in the luxury property market?
A: The biggest change is the sheer scale of what buyers are willing to spend. In 2009, we thought we’d seen big numbers, but those pale compared to today. The level of competition and the international interest in Sydney’s luxury market have driven prices to unprecedented levels.
Q: If you could give one piece of advice to someone looking to invest in the luxury property market in Sydney in 2025, what would it be?
A: Do your homework and seek expert advice. In this market, there’s a right purchase and a wrong purchase, and the difference could mean tens of millions of dollars. Knowing what you’re buying and understanding the potential value is absolutely critical.
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Sydney’s residential investment market has recorded $155 million in apartment block and townhouse sales over 2025, underscoring continued investor confidence in rental-led assets despite broader economic uncertainty.
The transactions were completed by Knight Frank’s Investment Sales agents James Masselos and Adam Droubi, who negotiated 19 sales across Sydney during the year.
Residential investments accounted for 75 per cent of their total sales activity, supported by more than 4,200 active purchaser enquiries.
Co-living deal sets national benchmark
Among the standout transactions was the off-market sale of 142 Carillon Avenue in Newtown, a 37-studio co-living apartment block located close to the University of Sydney and Royal Prince Alfred Hospital.
The property sold for $21.5 million, setting a new benchmark for the living sectors market nationally.
The deal achieved approximately $581,000 per bedroom, believed to be one of the highest per-bedroom results recorded for a co-living asset in Australia.
Inner-city assets trade in one line
Other notable sales included a group of 12 townhouses at 108 Illawarra Road in Marrickville, sold in one line for $14 million, and a block of 20 studio apartments at 171 Rowntree Street in Birchgrove, which changed hands for $6.7 million.
Both transactions reflected strong buyer competition for well-located residential assets with established income streams.
Supply constraints underpin momentum
Mr Masselos said Sydney’s apartment block market continued to benefit from tight supply and strong rental conditions.
“Apartment blocks and broader residential investments remain a robust asset class, underpinned by strong rental growth, record low vacancy levels and scarcity of stock,” he said.
He added that more than $25 million worth of residential investment opportunities are expected to come to market in 2026, with buyer enquiry remaining elevated.
Mr Droubi said competitive sales campaigns had become a feature of the market as investors sought secure income and long-term value.
“Supply constraints and ongoing population growth underpin market strength,” he said. “New approvals and completions lag demand, keeping stock tight and boosting both rents and prices.”
Vacancy rates keep pressure on rents
According to Knight Frank, rental demand across Sydney remains intense, with vacancy rates well below typical “healthy” levels.
Many middle and outer-ring suburbs are recording vacancies of around 1.5 per cent or lower, maintaining upward pressure on rents and reinforcing the appeal of residential investment assets.
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