From NIMBYs to prospective residents: how the Victorian Not For Profit is converting previous opponents of its St. Clare development in the exclusive Melbourne suburb of Kew into willing buyers.

Named after a follower of Francis of Assisi who helped the poor and marginalised find accommodation, VMCH has yet to see a brick laid of the village’s 104 planned apartments – but it’s already generating the kind of sales that marketers dream about.

Two years ahead of its expected opening in 2026, St. Clare is generating so