Over the past 12 months alone, Frankston has seen median house prices grow by 16.3%, with Frankston South following closely at 9.9%. That kind of movement doesn’t happen by chance. It’s the result of multiple factors coming together at the same time — planning, investment, lifestyle and a noticeable shift in how buyers see the area.
A Planned Future — Not Just Growth, Direction
A big part of this shift comes down to long-term planning.
The Frankston Metropolitan Activity Centre Structure Plan sets the vision through to around 2030 and beyond, with a clear focus on turning Frankston into a genuine hub for the south-east. It’s not just about adding more housing — it’s about building a city centre that people actually want to live, work and spend time in.
The plan centres around increasing residential density near the CBD and train station, improving walkability, activating key streets like Playne Street and the Kananook Creek precinct, and creating stronger connections between the beach, retail areas and transport.
What this means in simple terms is that Frankston isn’t growing randomly — it’s being shaped with intention.
Lifestyle Has Changed the Conversation
At the same time, the lifestyle side of Frankston has caught up.
And that’s changed everything.
What used to be seen as a convenient location is now being experienced as somewhere people actually want to spend time.
You’ve got venues like Commonfolk setting the tone early, but now it’s broader than that. The addition of places like The Sporting Globe, The Hop Shop, Bang Bang (coming soon), Betty’s Burgers and Grill’d has added a different energy, while newer hospitality like Henrys & General Public at both Karingal and Frankston continues to lift the standard. And don't get me started with the OG's places either....
Over summer, spots like Carlsberg Beach Club completely change the feel of the area, and locations like Oliver’s Corner bring a local charm that buyers connect with straight away.
It’s not one venue, it’s the build-up of all of them.
And buyers are noticing it.
What We’re Hearing on the Ground
One of the most consistent things we hear from buyers is surprise.
They come down expecting one thing, and leave seeing something completely different.
“I didn’t realise how much was here.”
“It's got a lot going for it”
“Frankston isn't as bad.”
That shift in perception is what drives markets forward.
Because once people believe an area is improving, they don’t wait around... they act.
Where the Market is Most Competitive
Right now, the strongest competition is sitting in a very clear range.
In Frankston, it’s anything up to around $1.0M. In Frankston South, that extends to roughly $1.5M.
That’s where we’re consistently seeing multiple buyers, strong engagement and premium outcomes when properties are positioned correctly.
Interest rates and cost of living are part of the conversation, but they’re not stopping buyers — they’re just changing how they approach decisions.
What’s Actually Happening Right Now
One of the biggest misconceptions is that strong markets always mean big numbers through open homes.
That’s not what we’re seeing.
Take 11B Catherine Parade in Frankston as an example. The property sold for $1,051,500, but only had 12 groups through during the campaign. This time last year, that number would’ve been closer to 50, and our average across the past 12 months sits around 48 groups per property.
So yes... foot traffic has slowed.
But that doesn’t mean demand has disappeared.
It just means the buyers that are out there are more considered.
On auction day, it only took two genuine bidders to create the result.
And that’s the key shift.
Why Strategy Matters More Than Ever
Buyers today are more aware.
They’re talking about interest rates, fuel costs and the cost of living. They feel like they have more leverage, particularly when they’re not seeing huge crowds at inspections.
And that’s exactly why strategy matters.
Because while anyone can generate interest, creating competition in this market is a completely different skill.
It’s about building confidence, guiding buyers through uncertainty and creating the right environment for them to act.
? It’s not about how many buyers you have — it’s about how many are ready to compete.
The Big Shift
Frankston used to be seen as affordable.
Then it was seen as undervalued & now investors are seeing it as expensive...
And that’s a very different conversation.
Final Thoughts
The fundamentals behind Frankston and Frankston South are strong.
There’s planning behind the growth.
There’s lifestyle supporting the demand.
And there’s a clear shift in how buyers see the area.
This isn’t an emerging market anymore.
It’s one that’s arrived!
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