It’s that time of year again. Every real estate expert, pop-culture commentator – and of course – fans of reality reno shows, are gearing up for the premiere of 'The Block' this weekend.
Channel Nine’s juggernaut program is back on Sunday 27 July with its 21st season, this time set in the regional Victorian town of Daylesford in a new housing development, Hygge Property’s Middleton Field.
The homes are big and – with estimated $3 million-plus price tags – expensive, for the Daylesford market. PropTrack data shows the median house price in the town is $819,000, down 8% in the year to July.
It begs the question; will the houses actually sell for a profit or at all? And, if so, who will buy them?
The Block hosts Scott Cam and Shelley Craft. Picture: Supplied
“I don't think there'll be many owner/occupiers buying this series, because it is well above Daylesford's median house price,” buyers advocate and 'The Block' regular Frank Valentic said.
“If these are going to be at circa $2 million or even $3 million-plus, I don't know if they'll get that far without the Danny Wallace and Adrian Portelli factor.”
Lottery business owner Adrian ‘Lambo Guy’ Portelli, who bought all five of the homes on last year’s series, said at the auction he would not bid on 'The Block' again. Portelli cemented that statement this week, with an announcement he would be part of TV show 'My Reno Rules’ on rival Channel 7.
Adrian Portelli with Scott Cam. Picture: Instagram
The other regular buyer on 'The Block', IT entrepreneur Danny Wallis, has also indicated he would bow out of future series' auctions, and has recently sold multiple Victorian investment properties citing the state’s higher land taxes.
Despite the expected absence of the two deep-pocketed serial bidders, Mr Valentic said his investor clients – some who missed out last year – have shown interest.
“They want to Airbnb it, that would be the main focus, and potentially then using it themselves when they're not rented out, so either they or family can go down there and enjoy the Daylesford lifestyle the nice restaurants and obviously the spas and the attractions it has," Mr Valentic said.
He said without Portelli and Wallis and the “exorbitant” amounts they are willing to pay, this year’s auctions could look quite different.
“Hopefully it'll give a chance for my mum and dad investors to have a good crack at these this year.”
Danny Wallis with Scott Cam on The Block Picture: The Block
'The Block' houses are not the only grand, luxury homes in Daylesford and surrounds set to hit the market in the coming months.
Belle Property Daylesford principal Will Walton said he knew of at least 10 homes of a similar size and calibre to 'The Block' properties whose vendors are ready to start advertising campaigns timed with the show airing.
“There’ll be choice for buyers in the marketplace,” Mr Walton said.
He said vendors with more expensive properties – which were usually less in demand – were looking to take advantage of the publicity the show has brought, and will continue to bring, to the town.
“With the publicity of the actual forthcoming season, interest and open for inspection numbers have dramatically increased.”
A search on property.com.au showed there were 15 homes in Daylesford estimated to be worth $2 million-plus. Of those, seven were currently on the market (one of those was vacant land) and three had been recently withdrawn from the market.
One of those, a brand new home at 33A West Street, had been listed in February 2024, withdrawn from sale and listed again in September 2024 before its advertising campaign was halted again.
33A West Street, Daylesford. Picture: property.com.au
Buxton Ballarat director Mark Nunn, who is set to sell 'House 3' in this year's season, said the show was likely to affect the Daylesford market overall.
"I think 'The Block' is going to set a really good benchmark for pricing, so for property owners in the area that's only a good thing," Mr Nunn said.
Mr Walton, whose agency has been engaged to sell 'House 2' this year, said despite a bevy of comparable homes coming to market, none had exactly what 'The Block' homes offered; land – 2,300 square metres of it.
"It's unusual to have a large allotment so close to the middle of Daylesford in the centre of town. That certainly gives them a wide appeal and will certainly attract lots of people."
The Block houses back in May. Picture: Media Mode
Mr Walton said a market for high-end properties did exist in Daylesford, despite its relative affordability to Melbourne.
"I think an investor who wants to have a second, lifestyle property to enjoy, or we find lots of older retirees who may sell a premium home in the city and then have extra funds available to live on, and then buy a very nice prestige home in our region."
Mr Nunn, who says 'House 3' is all about wellness facilities such as plunge pools and a pilates studio, said he thinks potential buyers could be either families or investors, but either way, they would be attracted to the homes mostly for their location.
"You're not really going to Gisborne for a weekend," he said, speaking about the 2022 'Tree Change' season of the show, where most of the properties passed in at auction.
The Block 2025 contestants on the Daylesford site. Picture: Supplied
"Where as Daylesford? You're going to Daylesford to spend the whole weekend there because it is so beautiful. It's got so much to offer," he said.
"There's so many people that come up from the city to wine and dine and sit around a campfire with some wine, book and get a massage – there's just so many relaxation options available to people and that's why I think it's so attractive."
Time will tell if the region's beauty translates to strong sales for this year's contestants.
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