WELCOME TO URBAN GREENFIELD

Real Estate & Property Development Sales & Land Broking Services

Bold new thinking crossing traditional boundaries of real estate and property development.

Bold and entrepreneurial in spirit, Urban Greenfield is not a traditional real estate agency—we are a specialised property advisory firm focused on land broking, commercial, residential and industrial real estate sales and acquisitions, property development transactions, land subdivisions and consulting services.

Founded by Trent McKellar, Urban Greenfield was established to challenge conventional standards in the property services industry.
With a clear vision for innovation, integrity, and tailored strategy,the firm delivers bespoke solutions that help landowners and developers unlock maximum value from their land holding and real estate assets.

With over 20 years of experience in real estate sales and property development marketing, Urban Greenfield offers unrivalled expertise in the sale and positioning of development-ready sites and high-value property assets. Whether navigating rezoning outcomes, preparing sites for market, or connecting sellers with qualified developers and investors, we bring a sharp commercial lens and trusted market insight to every transaction.

Urban Greenfield has built a strong foundation in Sydney’s North West Growth Corridor with over $1.2bn in completed property transactions in only four years (2025). We have expanded our footprint nationally, supported by over 7,000 active developers, institutional buyers and investors.

We invite you to experience the Urban Greenfield difference — where local real estate and property development knowledge meets strategic execution. Every property is evaluated, positioned and showcased to unlock maximum value and realise its full development potential.

Trent McKellar | CEO

Suite of Services

Commercial real estate & property development site sales

At Urban Greenfield, we operate in one of the most specialised and strategic sectors of the property industry: commercial real estate sales and property development site transactions.

Land broking

Our land broking services go beyond conventional real estate sales. We work directly with landowners, property developers, project managers, builders, property and real estate buyers and investors, property valuers, financiers, civil engineering consultants, architects, town planners, surveyors, property lawyers and accountants to broker complex off-market and on-market site sales.

Acquisition

We offer tailored property acquisition services for developers, institutional buyers and investors seeking strategically located, raw, rezoned or development-ready/approved sites.

Subdivision & consulting

Whether you’re looking to buy, sell, subdivide or develop a commercial, residential or industrial land holding, our property experts offer independent and unbiased consultancy advice tailored to help you unlock and realise the hidden value in your land subdivision.

OUR MISSION

To deliver high quality property solutions that are innovative and progressive, set the benchmark for the industry, represent real value and are responsive to our clients’ needs. We will provide confidence through our commitment to quality, passion for service, and superior knowledge of the property services industry.

In my dealings with Trent from Urban Greenfield I found him extremely professional and courteous. Trent was extremely helpful with contacts in relation to the purchase of my Heritage property. He was eager to advise and help and had researched all areas of my sale. Please feel free to use myself as a reference for your company services in the future and thank you for your follow calls after the sale.

Anita Karso Kings Plains, NSW

We recently engaged Trent from Urban Greenfield to advise us on some potential options for subdivision and sale of our rural property. We found Trent to be very professional, attentive to the detail of our enquires and promptly sought responses from relevant authorities to our questions. We wouldn’t hesitate in recommending Trent and Urban Greenfield to anyone wanting to achieve the best results in real estate.

Jenny McMahon Blayney, NSW

I engaged the team at Urban Greenfield to advise me on the potential subdivision and development of my five-acre greenfield site at Kellyville. My site was recently rezoned from rural to residential and I wanted to capitalise on the re-zoning by getting a development application approved through council. I found the team at UG to be extremely knowledgeable, professional and responsive regarding my development opportunities. Moreover, they were prepared to ‘go the extra mile’ to ensure development consent was granted. Thanks again Urban Greenfield gurus.

Vic Kellyville, NSW

My daughter recommended Trent from Urban Greenfield to assist me with research into the possibility of subdivision of my property in Laidley, QLD, which was made difficult by the location of an existing Chicken Farm. Trent was fabulous, definitely went the extra mile, regardless of the fact I am in another state! I would highly recommend Trent, he is not only professional and extremely knowledgeable but also thinks ‘outside the box’ and keeps you informed every step of the way.

Cindy Grech Laidley, QLD

Urban Greenfield has done an excellent job of looking after our property interests. Trent is always available and deals with any difficult situation immediately. His knowledge is exceptional in this area. We have no hesitation in recommending his services.

Jackie & Albert Vassallo Vineyard, NSW

Trent and Emma have an extensive knowledge and deep understanding of the property sale and development process and an excellent ability to establish and maintain good working relationships with all stakeholders. They were always happy to discuss any concerns we had and made sure we were kept up to date with all matters pertaining to the sale of our property. When any issues arose, their common-sense approach to dealing with each matter was reassuring. We are very happy with the result achieved and even happier that we chose Trent and Emma to represent us.

Kate Fisher Vineyard, NSW

Trent and Emma, from Urban Greenfield are undoubtedly the best in the development site sales business. Trent’s knowledge of the Vineyard Precinct coupled with his extensive experience in property development meant that we were well supported at every step. From the initial marketing of our property, negotiating the offer with the purchasers, to meeting consultants and acting for us through the due diligence phase, and working with our legal team at exchange, our experience with them has been seamless. The open communication we have had with Urban Greenfield throughout the entire sales process has been a comfort, and for all these reasons, we have no hesitation in highly recommending their services for the sale, negotiation, and entire management of your development site.

Jen and Ross Vineyard, NSW

The assistance Trent and Emma have provided with the complex sale of our property has been second to none. Their deep knowledge of the market along with their many years of experience and professionalism helped us to maximise our return whilst making the process as pain free as possible. They have ‘held our hands’ throughout giving us the benefit of their connections, experience and balanced advice. Trent and Emma have gone above and beyond in many ways. We feel very satisfied with the outcome and wish them all the very best for their future.

Rebecca Henry Vineyard, NSW

We have never been happier with a service than what we have received from Trent and Emma at Urban Greenfield. The consultancy work and the professionalism of their sales strategy really made us feel confident from day 1. We never had to call and chase anything up they were always 1 step ahead and responsive throughout the whole process. The transparency and honesty we received was amazing which is hard to find in this type of industry. I would entrust Urban Greenfield to handle any future business dealing we have in the property world.
5Star plus from us.

Katrina Toshack

I highly recommend Urban Greenfield if you are looking to sell your property. Trent and Emma have extensive knowledge of property development. They were across what was happening in the Vineyard and neighbouring precincts and leveraged their market knowledge to identify the most viable developers and ultimately negotiate a sale price that was significantly higher than other market operators were offering. They remained actively involved beyond the receipt of the initial deposit and throughout the entire sale process.

Peter Shimmon Vineyard, NSW

Urban Greenfield facilitated the sale of our 5-acre Oakville property. Following the rezoning announcement in 2013, we endured six years of dealing with unscrupulous developers. Trent and Emma McKellar offered genuine advocacy in 2019, prioritising our interests over profit-driven developers. They provided transparent communication, guiding us through negotiations and complexities with integrity. Trent’s market expertise and proactive advice were invaluable, even assisting with peripheral issues like property taxation. Their ethical, reliable and supportive approach contrasted starkly with previous experiences. We entrusted them with the sale process, allowing us peace of mind while they navigated the complexities. Trent and Emma’s professionalism and emotional support were instrumental in achieving the sale, reaffirming our belief in ethical business practices in an otherwise challenging industry.

Bob and Cheryl Andrews Vineyard, NSW

Your REAL ESTATE QUESTIONS, ANSWERED

FAQs

Urban Greenfield specialises in the negotiation sale and management of greenfield, brownfield, and infill development sites, and we’ve represented landowners in over $1.2B in development site sales. In fact, it’s all that we do. As property development consultants and land brokers, our experience is not limited to property sales. We are regularly engaged by Councils, corporate organisations and individuals for expert advice on development feasibilities, land acquisitions and to project manage planning requirements. This means we have practical experience across all facets of the property development life cycle, and we explicitly understand the process a prospective purchaser goes through. As consultants, we are uniquely positioned to inform and support you (and the developer) from initial offer, through the due diligence period and onto settlement.

As with all real estate agencies, Urban Greenfield holds a full Corporation’s License (#10058608) under the Property Stock and Business Agents Act – 2002. But what really sets us apart is our hands on experience in the property development industry, representing landowners in over $1.2B of development site sales and conducting our own land subdivisions and development projects. In addition to on-the-ground experience, Trent holds a Master of Property Development, Master of Project Management, and Master of Business Administration (MBA) from the University of Technology, Sydney. Emma, who is responsible for executing your property’s marketing strategy, has spent 20 years honing her craft across various industries. She holds a Postgraduate Certificate in Marketing and a Master of Business Administration (MBA) from Macquarie Business School (formerly Macquarie Graduate School of Management).

Similar to a traditional real estate agent, we operate on a commission basis, meaning if you don’t sell, we don’t get paid. Our point of difference lies with our development experience and as part of our commission structure; we provide you the added value of:

  • Feasibility analysis of your site to determine highest and best use and potential yield,
  • Consultations with local Council and State Government (if required) to better understand your property’s development potential; including attending pre-DA meetings with the developer to ensure your interests are represented at all times,
  • Access to our extensive network of developers and homebuilders active in the northwest; and
  • Once an offer has been accepted we will act on your behalf right through to settlement. Meaning each time the developer or a consultant that has been engaged by the developer steps onto your property, we will be there to greet them. We are also happy to act as the conduit between the developer and your surrounding neighbours, should they require access to adjoining properties.

Yes, we have past clients that are happy for you to contact them. Our past clients include:

  • Landowners who recently sold with us in the Vineyard Precinct (Stage1), Gables, Box Hill and Marsden Park
  • Councils and private organisations we have completed consulting work for

Please ask us for their details.