KINGSCLIFF'S Reg Church was a man before his time.
In 1986 he "seachanged" to Kingscliff with his wife Dianne to enjoy a more relaxed lifestyle close to the beach.
He bought a beachfront property on Murphys Road for $90,000 and has since been offered millions to sell up as the street is transformed into the next Hedges Avenue.
However Mr Church is reluctant to give up his idyllic lifestyle to other seachangers.
"I am an agent's nightmare. My wife and I always saw ourselves retiring here. We live in the best part of town.
"We have the ocean on one side and the oval on the other and our street is a dead end," he said.
"Here we can see what is happening in Kingscliff without getting involved."
Coldwell Banker Property director Blair Carter, who is about to start marketing Murphys Road development Zen, predicts interest in the street is about to hit fever-pitch.
"There is only so much beachfront land and people realise how valuable it is," he said.
"All we need is one person to come up from the south and fall in love with the place and money will be no object."
Mr Carter said Mur- phys Road was a bargain compared to Hedges Avenue in Mermaid Beach.
"You are looking at about $4000 a square metre, where Hedges goes for $12,000 a square metre," he said.
"In five years time people will wish they had've bought now."
Having knocked back offers since 1986, Mr Church is beginning to accept he might not be able to stay forever.
"It gets tempting but once you let it go you will never get it back again," he said.
"The offer would have to be around the $4 million mark for us to leave this paradise."