Six Months in the Making

WHITEFOX takes a considered, highly selective approach to partnerships. A brand with a footprint spanning Australia, New Zealand and Dubai holds its collaborations to the same standard it holds everything else.

When Sarah Group entered the conversation roughly six months ago, Marty Fox flew to Adelaide, visited every site, and understood the product firsthand. What sealed it was the people. Tim Selby heading up property. Group Managing Director Matt Woodrow, whose strategic clarity stood out from the first conversation. And Sarah Constructions CEO, Adrian Esplin, whose relentless drive to keep improving left an impression that was hard to shake.

‘Tim understands great property. And Adrian’s appetite for constantly getting better, even though he’s at the top of his game, is something quite inspiring to be around,’ says Marty Fox, Founder and CEO of WHITEFOX.

Six months of site visits, strategic sessions and shared meals that turned a business conversation into a genuine one. For Marty Fox, every meeting ended the same way. ‘We’ve always left those meetings more excited, more passionate and more driven to succeed.’

Three Generations. One Standard.

Sarah Group is not a newcomer to Adelaide. The family-owned construction and property group has been operating for 65 years across three generations, delivering schools, government infrastructure and landmark civic projects that have shaped the city’s built environment. Now, under Managing Director Matt Woodrow, the first non-family MD in the company’s history, the business has launched By Sarah. 

A luxury boutique development brand, built exclusively by Sarah Constructions, targeting the high-end apartment market in South Australia.

The offering is deliberate. Super boutique. Low density. Residences from 300 square metres, carrying the full amenity of a house without the upkeep. A clear answer to a clear gap in the market, backed by 65 years of knowing exactly how to fill it.

‘Right now there are no options,’ says Marty Fox. ‘People are paying two and three million for assets that really do not tick the boxes of what defines luxury. There’s this opportunity to deliver a luxury product that really, truly is luxury.’

By Sarah is not chasing volume. Ten to twenty of the right buyers, in the right product, at a standard Adelaide has not seen before. That is the model. And with six decades of construction credibility behind every project, the hesitation that stops most off-the-plan buyers simply does not exist here.

‘We pride our product on timeless design and quality workmanship. And that seems to really resonate with the market here,’ says Matt Woodrow, Managing Director of Sarah Group.

The WHITEFOX Difference

In real estate, most agencies outsource their marketing. WHITEFOX built theirs from the ground up. A dedicated in-house creative team, centralised at headquarters in Toorak, Melbourne, driving the marketing output for an entire national network.

Campaigns constructed from the inside out, where the marketing team, sales team and developers are all in the same room, speaking the same language, from day one.

First-of-their-kind campaigns. Record-breaking sales. A standard of marketing sophistication the industry is still catching up to.

For Matt Woodrow, it was the deciding factor. ‘The thing that really stood out for us was your marketing capability. That’s a competitive advantage for yourselves, but also for us in our developments.’

That capability is what puts By Sarah in front of buyers well beyond South Australia. Investors from Melbourne, Sydney and Queensland are increasingly watching Adelaide. A city with strong capital growth, compelling rental yields and a liveability story the rest of the country is only beginning to understand.

What Comes Next

Neither side has rushed this. Sarah Group has spent 65 years earning the right to develop at this level. WHITEFOX has spent nearly a decade building the brand, the reach and the in-house capability to do it justice. The result is a strategic partnership where both sides are stronger for the other being in the room.

‘The next 12 months will be the best 12 months of WHITEFOX Adelaide, but also the best 12 months of By Sarah,’ says Marty Fox.

Adelaide has never seen property like this.​​​​​​​​​​​​​​​​