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.
The 1860s Darlinghurst mansion Stoneleigh could become Sydney’s most expensive home ever sold under the hammer when it goes to auction. Clint Ballard is giving buyers a $28 million guide for the heritage-listed mansion on Darley Street, opposite Iona, the former home of Hollywood royalty Baz Luhrmann. Stoneleigh is being offered for sale for the …
Set on one of the city’s last absolute riverfront sites, The Riversdale by Mosaic combines irreplaceable waterfront ownership with one of Brisbane’s most significant residential opportunities.
Atlas Real Estate is reimagining how people connect with property, combining listings, market insights, local stories and lifestyle content in one destination for those buying, selling or simply exploring the market.
4 min
Property has always been about more than buying and selling. A home can represent a fresh start, a long-term investment, an architectural idea or a connection to a particular neighbourhood. Even when people are not planning a move, many still enjoy following the market, researching local areas and discovering the stories behind remarkable homes.
Atlas Real Estate is responding to that wider interest by creating more ways for people to engage with property. Bringing listings, market information, local perspectives and lifestyle stories together, Atlas offers a destination for anyone curious about homes and the communities surrounding them.
It reflects the reality that people approach real estate with different needs and motivations. One visitor might be actively searching for a new home, while another may want to understand recent results in their suburb. Others might be keeping an eye on changing market conditions, exploring an unfamiliar area or simply appreciating thoughtful architecture and premium residential design.
At atlas.com.au, those interests meet in one place. Visitors can browse properties for sale and recent results, while also exploring market insights, featured homes, local stories and introductions to the people behind Atlas. The result is an experience designed to remain relevant before, during and after a traditional property transaction.
“We’re reimagining real estate around how people actually engage with property today — bringing together market insight, exceptional homes, local perspective and lifestyle in a way that feels more relevant and useful,” says Michael Coombs, Director of Atlas Real Estate.
That approach recognises that an interest in property rarely begins on the day someone decides to buy or sell. A future buyer may spend months learning about suburbs, monitoring prices and refining their sense of what they want. A homeowner might follow nearby sales to understand the changing value and character of their area. An investor may be looking for broader market context, while a design enthusiast may be drawn to an exceptional renovation or a distinctive piece of architecture.
By accommodating those different forms of curiosity, Atlas aims to make engaging with real estate feel less transactional and more connected to everyday life. Property is shaped by its surroundings: the streets, businesses, landscapes and people that give a place its identity. Understanding a home therefore means looking beyond its floor plan or sales history to consider the lifestyle and community that come with it.
This broader perspective also gives local stories a meaningful role. Suburbs are constantly evolving, influenced by new businesses, changing demographics, design trends and the people who choose to make them home. Content that explores these forces can help readers build a richer understanding of an area, whether they are preparing to move there or simply want to stay informed about their own neighbourhood.
The same is true of market information. Sales results and property data are most useful when they are accessible and supported by context. Bringing recent results together with insights and local knowledge can help people follow the market on their own terms, without suggesting that every visit must lead immediately to a transaction.
For Atlas, this thinking forms part of “Real Estate, Reimagined”, its broader brand campaign focused on using brand, creativity and technology to deliver a more relevant, useful and human real estate experience. Rather than treating technology as an end in itself, the emphasis is on how it can make property easier and more engaging to explore.
That human focus matters because real estate decisions are often closely tied to significant moments in people’s lives. A move may be connected to a growing family, a new job, a change in lifestyle or a long-held ambition. Even outside those milestones, homes and neighbourhoods remain a source of interest because they reflect how people live and how communities develop.
Atlas’s approach makes room for both the practical and aspirational sides of that interest. Readers can seek out information with a clear goal in mind or browse simply because a property, place or story captures their attention. In either case, they can move easily between homes, results, market perspectives and local inspiration.
The ambition is not to redefine why people care about property, but to reflect the many reasons they already do. By combining useful information with engaging editorial content, Atlas is creating a place for buyers, sellers, homeowners, investors and the property-curious alike.
Whatever brings you to property, discover more at atlas.com.au
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Set on one of the city’s last absolute riverfront sites, The Riversdale by Mosaic combines irreplaceable waterfront ownership with one of Brisbane’s most significant residential opportunities.
