The Estate Story
The Estate is not simply a home. It is the result of a deeply personal pursuit — a test of vision, discipline, and obsession.
When I first purchased the property, it was an investment. What stood here had scale and presence, but it was clear there was untapped potential. Like many homes of this size, it lacked cohesion — individual spaces were impressive, but they didn’t speak to one another. Rather than rushing into a renovation, I chose to live in it, to learn how it moved, how it breathed, and where it could evolve. Only through experience could I reimagine what it truly wanted to become.
When the decision came to be made, I had a choice: take the fast route with a light renovation to turn a profit — or commit to a complete transformation that would take years and tens of millions to deliver. There was no middle ground. I chose the harder path.
Fresh from selling my business, I was searching for something to challenge me. I wanted to explore how far my skills in leadership, product development, systems thinking and decision-making could translate into the built environment. I treated this house as both a passion project and a personal proving ground. I was across every layer — from planning, engineering and design, to materials, finishes and execution. If something wasn’t possible, I pushed harder. I was used to hearing “no.” That usually meant we were building something special. Perfection came at a cost. But with it came a home that flows with purpose — 8,888 square meters of land, and more than 2,200 square meters of internal living, shaped to the contours of the mountain and the energy of daily life. Each wing has been crafted to move from stillness to celebration, responding to light, time, and emotion. It’s a place to entertain at scale, but also to retreat in silence.
Why move on now? Because that’s who I am. I build, I obsess, and then I let go. Like every chapter I’ve written before, this one is complete.
The Estate is not just a residence. It is a masterclass in what’s possible when entrepreneurial vision meets architectural ambition — and a commitment to finish what most would never start.
Meet the Creator
Brad Moran is not a conventional vendor, because this is not a conventional home. A former AFL athlete turned tech entrepreneur, Brad made the rare leap from elite sport to business innovation, forging a path defined by vision, precision, and performance.
Following his AFL career, Brad founded and exited two successful technology ventures. Most notably, he built CitrusAd, a pioneering retail media platform acquired by Publicis Groupe for over $200 million. Today, he serves as a strategic advisor to high-growth startups, bringing sharp focus to product, scale, and execution.
That same mindset sits at the heart of The Estate. This was never about building a luxury home. It was about designing the ultimate living experience—where every decision, material, and transition serves a purpose. Where the flow of space responds to time of day, intention, and mood. Just as his technology platforms were built for seamless user journeys, this home has been engineered for complete sensory alignment.
The Estate is the result of relentless curiosity and uncompromising standards, a masterwork of form, function, and feeling. It is a residence born from entrepreneurial vision, yet crafted for the most human of experiences: to live, to gather, to restore.
