Northsea breaks new ground in housing for social good

Today the NSW Minister for Planning and Minister for Homes, Anthony Roberts, NSW Land and Housing Corporation CEO Deborah Brill, Housing Trust CEO Michelle Adair and Traders In Purple Director Charles Daoud break ground at Northsea, Wollongong.

With its ocean and mountain views, bespoke architecturally designed finishes and mix of private and community housing, Northsea is breaking down social barriers.


As State and Local Governments look increasingly to mixed tenure developments to deliver social and affordable housing, Northsea underscores the success of Australian-owned property group Traders In Purple in balancing social good with private residential development.


Pictured: Purchaser of Unit 401 Paul Tran and son Pax, and a community housing tenant from a Traders in Purple project in Corrimal
Northsea purchaser Paul and son Pax, and community housing tenant from a project in Corrimal

Eighty per cent of the 38 premium apartments overlooking Wollongong City Beach have been pre-sold to buyers who acknowledge that some of their neighbours will be tenants secured by Housing Trust, a leading community housing provider in the Illawarra.

On completion, expected in late 2023, Northsea will offer a mix of 38 premium two and three-bedroom private apartments, 10 apartments owned by Land and Housing Corporation and six owned by Housing Trust which will manage the leases.

Traders in Purple Director Charles Daoud said the market response reaffirmed the success of the private and community housing model.


“Once buyers understand that community housing tenants could be friends or family who are key workers such as nurses or teachers, people on disability pensions or those that have just fallen on hard times, they move past the prejudice,” said Mr Daoud.

“Having Housing Trust as property managers offers comfort and confidence; the team is very invested in the wellbeing of their tenants.


“Most tenants are incredibly grateful for the opportunity to have secure housing and are among the most house-proud and community-minded residents.



“Housing affordability is one of the greatest challenges we face in Australia and the recent wave of people leaving cities for the regions has put additional pressure on locations such as Wollongong.


“The problem is most acute in the rental market. The rental price for houses has risen up to 50 per cent in Wollongong and there are currently zero vacancies. If you are trying to survive on a pension or disability support or working in a low-paid job, it is extremely difficult to put a roof over your head.


“Northsea meets only a small fraction of the local need for more affordable housing and we are intent on exploring every opportunity to do more.”


Traders In Purple is a multi-award-winning national property and construction group whose past projects include a mix of premium coastal developments in New South Wales, Queensland and Tasmania and the development of housing in partnership with governments.


The group’s adaptation of a 1920s church hall at Cronulla in Sydney’s south into seven coastal luxe homes called The Abbey, won the prestigious UDIA National Award for Excellence this year.


Its most recent completion in NSW was a joint venture with Land and Housing Corporation and Housing Trust, providing 34 apartments and townhomes at Corrimal on the South Coast, under the NSW Government Communities Plus program.


Mr Daoud said its successful collaboration with government, community and church groups to expand the pool of affordable and social housing enabled the group to advance its own social and housing objectives.


“We have gained a lot of insights through our work with community housing providers,” said Mr Daoud. “It’s made us think harder about how to encourage social interaction in a building and how to design and build in ways that are more environmentally sustainable.

“In every community, there needs to be a diversity of housing types ensuring a strong and integrated social fabric that enhances neighbourhoods.


“People often forget that without this diverse mix we would have fewer key workers in the area, fewer students working in hospitality, and less interaction and connection with the elderly.


“Traders is also a strong advocate for local employment and we make a point of engaging local apprentices and businesses which magnifies the benefits of what we do.”