Belburra
Background
Allambie Heights Village Ltd. launched Bellburra, a new premium retirement living development on Sydney’s Northern Beaches, offering spacious, architecturally designed apartments for over-55s. The client needed help refining and articulating Bellburra’s core messaging—particularly its financial model, which offers a not-for-profit, strata-free alternative to traditional apartment living.
The website and printed materials needed to speak clearly to a discerning audience of older downsizers, many of whom were already familiar with the challenges of strata-managed apartment living. The content also had to work alongside a strong visual identity, so clarity, tone, and hierarchy were key.
What was needed
Create clear, compelling, and confidence-building copy for:
The full Bellburra website, including homepage, apartment details, fees, facilities, community, and location.
A two-page A4 flyer focused on Bellburra’s approach to strata and its benefits over conventional apartments.
Supporting messages that address common frustrations around strata levies, management fees, and lack of community in typical apartment developments.
The copy needed to:
Be accessible and engaging for retirees.
Address common pain points (e.g. special levies, poor community connection).
Clearly explain Bellburra’s unique financial structure without jargon.
Work in harmony with photos and design elements—saying what can’t be seen.
How we did it
Working closely with the client, we:
Refined the messaging framework to clearly position Bellburra’s differences.
Developed voice and tone guidelines to maintain consistency across digital and print channels.
Rewrote and restructured all core website content, introducing a clearer page hierarchy, digestible headlines, and persuasive, easy-to-read copy.
Crafted flyer content with a sharp, benefit-driven tone that speaks directly to the concerns and desires of potential residents—particularly those already living in strata apartments.
Balanced emotional messaging (sense of community, low stress) with practical benefits (predictable costs, no surprise levies).
Incorporated client feedback throughout, including nuanced legal and financial clarifications.
End result
The updated website and flyer now confidently communicate Bellburra’s unique offer—helping prospective residents and their families understand how it differs from standard apartment living.
The final copy:
Clearly explains the financial model and inclusions in plain English.
Addresses common concerns around strata and maintenance costs.
Reinforces Bellburra’s focus on community, stability, and transparency.
Builds trust through clarity, warmth, and strategic language choices.
The project has become a foundational piece of marketing for Bellburra, setting the tone for future communications and giving the client confidence in how their message is represented online and in print.
See the our work here: https://www.bellburra.com.au
