High-density living is now widely accepted in the built environment. At the apartment entry price-point, space and place appear to be the key considerations, with limited attention to a building's social, physical and environmental features. To examine this, the researchers interviewed leading Melbourne property developers and consultants to identify the challenges of incorporating innovation relative to governance, design, and construction and building operations into the competitive high-density property development market. Responses demonstrate that post-occupancy analysis can be a tool to better inform property stakeholders. When presented to prospective purchasers, this information could shift the key consideration from an entry price point to the features of a well-designed apartment and so redirect the current 'minimalist' approach adopted by some new property development entrants to improving occupier living experience and ongoing maintenance costs.