How SIERA created a trustworthy brand in the Gold Coast off the plan apartment market

Rather than having a string of projects on the Gold Coast they could point to, Siera's approach was more customer-facing, putting a face behind the brand
How SIERA created a trustworthy brand in the Gold Coast off the plan apartment market
Siera's luxury Pipis Bilinga project. Image supplied
Joel Robinson February 26, 2024DEVELOPER PROFILE

For developers in the off the plan apartment space, brand is everything.

Brand isn't just how many press releases you send out or how many record sales you make. True brand power is built on a legacy of delivering quality projects.

Some developers focus their brand on the level of architecture they bring to the market, some on the exclusivity of their product. For others it's the human element of developing.

While being an established builder and developer of high end apartments, townhouses and luxury homes in Brisbane's inner-ring, Siera Property Group had to ensure their strong reputation for delivering quality projects transferred to the off the plan apartment market on the Gold Coast.

SIERA’s approach has never been about the bells and whistles, it has always been about well designed projects, project location and understanding the desired lifestyle requirements of our future residence. 

Rather than having a string of projects on the Gold Coast they could point to, Siera's approach was more customer-facing, putting a face behind the brand.

SIERA Managing Director Brent Thompson, who is also on the board of the UDIA QLD Board of Directors, knew the importance of his role as the developer. Since launching Tapestry on Chevron Island back in early 2022, Thompson is regularly onsite at the display, speaking to both prospective buyers and those who have purchased in the project ensuring these purchasers understand what sets SIERA apart when it come to the detail and delivery of each project.

Thompson knew the importance of humanizing the process.

"Ultimately, people you don't know are putting faith in you that you're going to build them their home," Thompson says.

"It's important that they feel both comfortable and confident you'll deliver on what you've promised. That's the biggest hurdle when it comes to working in off the plan development. The more transparent a developer can be, the more faith buyers will have in your product."

While the goal of having a strong brand to assist in off the plan sales is one major aspect, ultimately a brand that is built on delivering and exceeding residents expectation both on the day of settlement and in the years beyond is far more important. A brand that transcends the point of transaction adds value to residents well into the future as well as the communities these developments are built within. 

BDA Architecture Senior Project Leader John Lightbody, who has been working with developers on the Gold Coast at BDA for the last 13 years, said it's not often a developer comes along who you are genuinely invested in doing well beyond our role as the project architect. 

SIERA engaged BDA following their Chevron Island purchase, with a very clear brief for what they wanted to achieve.

"The passion from the team when we first sat down with them was evident," Lightbody said. "First time multi-res developers might outsource these sort of meetings, or have local representatives who take them, however Brent and the team were really engaged from the get go.

"The project needed to be something that would stand out and put them on the map, and everything they did in the lead up to the site purchase, from the extensive research across multiple suburbs to the buyer profiles of those suburbs, has seen them successful in what they set out to achieve."

Lightbody said they knew exactly what Chevron was like as an area. They wanted to link every design element back to HOTA, tying in the idea of Chevron being an extension of the Home of The Arts

Lightbody believes SIERA’s background in Brisbane provided them a solid platform to develop on the Gold Coast.

"The team is very much into urban design coming from Brisbane. They picked a few Brisbane projects and wanted to bring that level of community to the Gold Coast."

"It's a very creative pocket of surfers, and they really wanted to drill in and focus on that in the first instance, then it was about delivering really high quality facilities, with the view residents would really be able to make the most of, and proudly show off to guests.

SIERA’s second project, Pipis in Bilinga, was secured with plans ready for a 19-apartment development on the beachfront Golden Four Drive.

Ellivo Architects Associate Director Matt Martoo said it was clear in the early conversations with Thompson following the site purchase how genuine the team were about creating something that's special.

"While there were already plans for the 11-level tower, the SIERA team came in and made some tweaks to make it more in keeping with their brand and what they wanted to be known by," Martoo said.

"The majority of the changes were in the amenity, where they carved out more space to create something even more aspirational than what was drawn up before."

Read more: "An opportunity not to be missed" Why Siera Property Group couldn't say no to Pipis Bilinga

SIERA now has both its Tapestry project on Chevron Island and its Bilinga beachfront development Pipis under construction, with both slated to complete in 2025.

They have another approved project in Surfers Paradise, just off Northcliffe Beach, which they will be hoping to launch later this year.

Joel Robinson

Joel Robinson is the Editor in Chief at, managing Urban's editorial team and creating the largest news cycle for the off the plan property market in the country. Joel has been writing about residential real estate for nearly a decade, following a degree in Business Management with a major in Journalism at Leeds Beckett University in England. He specializes in off the plan apartments, and has a particular interest in the development application process for new projects.

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