The upcoming season of The Block will be filming in one of its most widely followed settings: the golden triangle in Mount Eliza, which has been out of reach for most new entrants to the property shed, with homes on offer starting at about $5 million, making it an incredibly selective buyer cohort. However, even before a single nail has been nailed, the finalists have divided themselves into separate camps, raising concerns among the many industry professionals that the type of contestants (driven primarily by their personalities) will be unable to replicate the professionalism, credibility and restraint required of doing business in a prestigious property market that has been built on long-term ownership, lifestyle appeal and a disciplined style of architecture.”
These varying degrees of tension at the heart of this year’s auction battle mark the point from which it will reach for its viewing public. Block judge and director Marty Fox, director for Whitefox, argues that the location should elevate this season merely based on the view, the established million-dollar homes surrounding the immediate location and the established nature of the area they live in. He also states that Mount Eliza has an aspirational level that is aligned with the premium nature of The Block’s lineup. Nevertheless, not everyone is convinced that the aspirational nature of a glamorous postcode will be sufficient to carry the storyline of the season, should nominees not find a connection with the homes they are attempting to sell.
According to buyers’ agent Madeleine Roberts, there is no room for error within this market, either in design or in tone. She stated that within the $3 million to $5 million price points, buyers are not only purchasing a home but also a story. If the story does not match up with what buyers expect from the house, the perceived value may decrease. To many viewers, The Block is not simply a home renovation competition but rather a marketing campaign that is publicly marketed through television; therefore, contestants along with their personalities and stories (backstories) all become part of the package that a buyer receives when buying any finished product from The Block. Auction results from last season were below expectations, thus putting a lot of pressure on this season’s homes even before they are constructed.
Once the cast is revealed, the scrutiny for this year’s teams will be compounded. Gold Coast contestants Chantel Green & Wyatt Randall stand out as one of the most mentioned teams to date due to their high-energy mix of fitness, business, & personal household brand building. Randall’s background includes working as a personal trainer for the Australian army, as well as competing in the bodybuilding field while also having worked within the health food (supplement) industry. Green is the founder of an active wear company aimed at empowering women through movement. The reactions to their presence on site thus far suggest that their personalities may become major points of discussions during this season in addition to the rooms they create, particularly as viewers are likely to compare their approaches to design and teamwork with those of other contestants.
The father-and-daughter team Tayla & Rick Peroomal provides an alternative dynamic for the show that marks them out as different. Tayla offers a strong social media profile as a fitness and styling expert. Rick provides more than thirty years’ experience in the construction industry through his Melbourne-based restoration company. They represent one of the most even teams in the competition; they combine the credibility of being practical tradesmen with a contemporary aesthetic for presentation. In a marketplace that often values clean and timeless finishes above any decoration of contemporary design, that combination could make a difference.
The real drama in Mount Eliza may not be how to get The Block viewed by viewers but how to convert the views to trust and the trust to money on auction day. In the luxury property market, even the slightest differences – an incorrect tone, style, or story – can diminish the emotional connection that high-end buyers must have with the product they purchase. If this season is successful, it will be due to the cast’s connections, the story told, and the similar architecture, not just the stunning properties.
