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Ivanhoe a key piece of the puzzle for network’s expansion

By Juliet Helmke
15 November 2021 | 1 minute read

McGrath is realising a pivotal part of its expansion plans in Melbourne, opening a new office in Ivanhoe.

McGrath Estate Agents’ new outpost in the Victorian capital’s north-east will be led by Alex Morgan and Craig Nichol, who served as co-principals of William Huxley, an independent agency they established in 2016.

Christopher Mourd, McGrath’s head of franchise network, commented on the office’s role in the company’s growth strategy. 


“As the Melbourne metropolitan suburbs and, in fact, Victoria are a key element in our expansion plans, Ivanhoe and its surrounds will definitely complement our existing Northcote and Greensborough presence,” Mr Mourd said.

He added that Mr Morgan and Mr Nichol’s experience and track record made them a great fit for the brand.

“While our geographical spread is important to the company, what is equally important is securing business partners and sales professionals that are an appropriate fit for our culture. 

“We are delighted to have partnered with what we consider to be young, enthusiastic operators that are well-known and respected in the area and who are aligned with McGrath’s own business principles and how we service our clients.”

The pair have been working in the area for over a decade. The office’s reach will extend from Ivanhoe in the south, to Heidelberg West in the north, and include suburbs such as Bellfield to the west and Eaglemont in the east.

Mr Morgan described the team’s move as an exciting one as they look to capitalise on the network’s support to service the area in the midst of change.

“We are able to offer our clients a wide selection of property styles and price ranges in not only premium suburbs, such as Ivanhoe, Ivanhoe East and Eaglemont but also areas that are still to experience further gentrification in Heidelberg Heights, Bellfield and its surrounds,” Mr Morgan said.

Heidelberg may be most familiar to some as the location for the 1956 Olympic Games, but recent upgrades to the suburb are increasingly making it a desirable neighbourhood for those with young kids.

“Now, with new developments and great public amenities, the area has quickly encouraged a growing population of young families. Heidelberg is a bustling activity hub and is also home of one of the largest hospital precincts in Victoria with the Austin & Mercy Hospital and the Olivia Newton-John Wellness Centre,” Mr Morgan said. 

Mr Nichol added that the pair were looking forward to seeing what they could achieve with McGrath’s backing. 

“We are incredibly excited about joining a bigger network of real estate professionals, expanding our marketing reach and all that comes from the associated support services that will also benefit our clients greatly,” Mr Nichol said.

Ivanhoe a key piece of the puzzle for network’s expansion
Craig Nichol Alex Morgan reb
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Juliet Helmke

Based in Sydney, Juliet Helmke has a broad range of reporting and editorial experience across the areas of business, technology, entertainment and the arts. She was formerly Senior Editor at The New York Observer.


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