Why ex-footy player David Williams is buying up big to help power Rochester’s comeback

David and Sharon Williams are transforming Rochester through property investments and community support, helping the town thrive after the devastating 2022 floods. Photo: Supplied

Former Demons player David Williams is kicking real estate goals by helping put his hometown of Rochester back on the map.

The former Melbourne Demons forward, best remembered for booting nine goals in a single game and playing in the 1988 VFL Grand Final, has swapped footy for a building a property portfolio, as he and wife Sharon invest heavily in their community.

The Williams’ own several residential and commercial properties in Rochester, although the small town of just over 3000 people is still finding its feet from the devastating 2022 floods.

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According to PropTrack data Rochester is now emerging as one of Victoria’s hottest regional property markets with the most choice for buyers – seeing a 216 per cent increase in listings over the last five years.

“We’ve always said staying in Rochester was the best decision we ever made,” Sharon said.

Former Melbourne Demons star David Williams, famed for his nine-goal game, is now revitalising his hometown of Rochester. Photo: Channel 7

David Williams, 1988 VFL Grand Final forward, swaps footy glory for community-building in Rochester’s property market. Photo: Channel 7

“It’s the perfect place to raise a family, with everything you could need — schools, healthcare, and a real sense of belonging.

“Even after the floods, that sense of community hasn’t gone away.”

Rochester, just 20 minutes from Echuca and over two hours from Melbourne, has ‘become a magnet’ for buyers looking to escape city life. With four-bedroom homes on spacious blocks available for under $500,000 and rental yields nearing 10 per cent.

Ray White Rochester principal Stuart Wilson Stuart Wilson credits locals like David and Sharon Williams for driving the town’s property market revival.

Ray White Rochester principal Stuart Wilson said the flood recovery and a generational shift in property ownership are driving listings, while buyers are flocking in.

“People are recognising Rochester’s incredible value,” Mr Wilson said.

“The lifestyle is unbeatable for families and investors alike.

“It’s affordable, community-focused, and perfectly positioned for those wanting a tree change.”

Ex-Melbourne Demon’s player David Williams brings the same drive that defined his footy career to rebuilding Rochester. Photo: Channel 7

The couple has supported local businesses by helping young entrepreneurs expand, even purchasing properties to keep them in town.

“We’ve always believed in investing in our community,” Williams said.

“It’s about giving people opportunities and keeping the town vibrant.”

The couple recently helped out a young mechanic to rent out a space and start up his own business.

“We had a tyre service business that we rented out part of to a young mechanic with a young family,” Mrs Williams said.

Footy has remained part of the town’s lifeblood as captain of the Rochester Tigers footy team Nathan Moroney, posed for the Rochester flood relief calendar back in 2022.

“He was looking to expand but didn’t have the space, so when the opportunity came up to purchase another property, we did that to help him grow.

“Supporting young families and businesses like his is really exciting — it helps keep Rochester thriving.”

The town has fought back rebuilding and establishing itself again at PropTrack’s Victorian suburb with the most choice for buyers. Picture: Jason Edwards

Ian Crouch (Owner Shamrock Hotel) standing out the back of the hotel where he has spent $100,000 on repairs even though he doesn’t own the property. Picture: Jason Edwards

Williams’ post-footy life is deeply tied to Rochester, where he grew up and played junior footy before his VFL career.

“Rochester has always been home,” Williams said.

“My dad was recruited here from Box Hill, and it shaped our family’s life.

“The footy club has always been a big part of this town, and it’s been a cornerstone for the community, especially after the floods.”

Spacious family homes and near 10 per cent rental yields make Rochester a magnet for regional property investors.

“It’s affordable, community-focused, and full of opportunity. For anyone thinking about making the move, there’s never been a better time,” Williams said.

Ray White Rochester principal Stuart Wilson said as interest rates stabilise and cost-of-living pressures ease, throughout 2025 Rochester’s property market is expected to boom further.

2 Leahy Court, Rochester – Sold for $460,000 – flood recovery and generational property turnover are fuelling Rochester’s transformation into Victoria’s hottest regional market.

Affordable homes and proximity to Bendigo and Echuca put Rochester on the map for tree-changers and first homebuyers.

“Its proximity to regional centres like Bendigo and Shepparton, combined with its affordable homes, makes it a clear standout for buyers,” Mr Wilson said.

“The Williams family’s story is proof that whether it’s on the field or in the property market, hometown heroes can deliver big wins where it matters most.

“Rochester has become a magnet for buyers, it isn’t just bouncing back — it’s thriving.”

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david.bonaddio@news.com.au

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