What Bayleys Realty Group does

Bayleys Realty Group is New Zealand's largest full-service real estate company, founded in 1973 by John Bayley in South Auckland and now in its third generation of family ownership. The firm operates across three core real estate verticals — residential, commercial, and rural — plus a Property Services line covering management, valuation, and advisory. It runs 20+ offices across New Zealand and Fiji, and in June 2024 extended into Australia via a consortium acquisition (with Knight Frank and Direct Capital funding) of a majority stake in ASX-listed McGrath Estate Agents. Revenue is generated primarily through transaction-based commissions on property sales and leasing, supplemented by referral income from the embedded Vega Home Loans mortgage advisory business, subscription fees for Bayleys Insights and Data consulting, and ancillary services such as live auctions and a proprietary magazine suite. Customer segments span individual homeowners, commercial property investors, farmers, ultra-high-net-worth buyers, and institutional clients, served through direct agent relationships, a national office and franchise network, and global alliances with Knight Frank and the REALM luxury network.

The underlying operating model is a distributed agent-and-office platform rather than a centralized technology product. Core technology comprises a property listings and auction system, a client management layer, the embedded Vega mortgage platform with access to 26+ lenders, and the Bayleys Insights subscription research service. Distribution is built on a company-owned and franchise office network (notably 'Bayleys in the North', 12 offices and ~170 people) combined with global referral channels. The business is privately held and family-controlled: Mike Bayley serves as Chairman and Managing Director, with John and David Bayley as Executive Directors and principal shareholders; the board also includes a CEO (Mark Macky), a Finance Director (Ken MacRae), and three non-executive directors including Direct Capital's founder Ross George, reflecting the institutional capital introduced for the McGrath transaction. Recent strategic emphasis has been on geographic expansion (Australia via McGrath), luxury cross-border reach (REALM, Knight Frank), and product-line extension (Hotels, Tourism and Leisure division, Insights subscriptions).

Name

Bayleys Realty Group

Legal name

Bayleys Realty Group

Website

https://bayleys.co.nz

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Bayleys Realty Group is New Zealand's largest full-service real estate company, founded in 1973. It operates 20+ offices across New Zealand and Fiji, providing residential, commercial, and rural property sales, leasing, advisory, and integrated mortgage services.

Ownership category

akta.pro rank

Product category

Real Estate Services

NAICS

Offices of Real Estate Agents and Brokers (53121), Real Estate Property Managers (53131)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

Commercial Real Estate Brokerage (Leasing & Sales) (FSAEAJAB), Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Residential real estate
• Commercial real estate
• Rural property services
• Property management
• Mortgage advisory services

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices21 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Residential Real Estate Commissions: Commission-based revenue from residential property sales and leasing. Agents facilitate property transactions with commissions typically calculated as a percentage of sale price.
2. Commercial Real Estate Commissions: Revenue from commercial and industrial property sales, leasing, and consulting services across business sectors including offices, retail, and industrial properties.
3. Rural Real Estate Commissions: Commission revenue from farm, agricultural, and lifestyle property transactions including dairy, pastoral, horticulture, viticulture, and lifestyle blocks.
4. Vega Home Loans Advisory: Referral and partnership revenue from mortgage advisory services through Vega, Bayleys' preferred finance adviser business with access to 20+ lenders.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Bayleys Realty Group is New Zealand's largest full-service real estate company, selling and leasing residential, commercial, and rural properties through a network of agents and offices across New Zealand and Fiji. It also provides property management, market insights and consulting, live auctions, and integrated mortgage advisory via its Vega partnership.

Product overview

Bayleys Realty Group is New Zealand's largest full-service real estate company operating as a platform of integrated service divisions. The core offering spans Residential, Commercial, Rural, and Property Services divisions. Adjacent services include Vega Home Loans (mortgage advisory), Bayleys Insights and Consulting (market data), and Live Auctions. The company publishes a magazine suite (Waterfront, Total Property, Country, Hotels and Tourism and Leisure) and operates specialized divisions including Hotels, Tourism and Leisure. Community initiatives include the Bayleys Foundation and Working B program. The portfolio operates through a national network of offices across New Zealand and Fiji.

Differentiator

Problem solved

Functional benefit

Brands

• Vega: Bayleys' preferred finance adviser business providing advice services across residential, business, property development, commercial lending and insurance

Products and services

• Residential Real Estate Full-service residential property sales, leasing, and management across New Zealand and Fiji, serving buyers, sellers, and renters.
• Commercial Real Estate Commercial property services including sales, leasing, and consulting for office, retail, and industrial properties.
• Rural Real Estate Specialized rural property services covering dairy, pastoral, horticulture, viticulture, and lifestyle farms across New Zealand.
• Property Services Property management, valuation, and advisory services supporting the residential, commercial, and rural divisions.
• Vega Home Loans Bayleys' preferred finance adviser business providing residential, commercial, and property development lending advice, with access to 26+ lenders nationwide.
• Bayleys Insights, Data and Consulting Market research and consulting team delivering data-driven insights across residential, commercial, rural, and global property markets through subscription services.
• Live Auctions Real-time property auction platform enabling buyers and sellers to conduct property transactions through live bidding sessions.
• Bayleys Magazine Suite Portfolio of digital and print publications including Waterfront, Total Property, Country, Hotels and Tourism, and regional residential magazines showcasing properties and market insights.
• Hotels, Tourism and Leisure Specialized commercial division focusing on hotel, tourism, and leisure property sales, leasing, and advisory services.

Quantifiable outcome

• 30% year-on-year increase in sales over $5 million (as reported by related agency, indicating luxury market activity)
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• REALM Global Luxury Real Estate NetworkcoreStrategic or Co-development Partner · 4 March 2026Top advisors from Bayleys have joined REALM, a global private real estate network, to enhance cross-border collaboration and client matching. The partnership expands access across New Zealand, Fiji, and other countries, bringing together local expertise with a data-driven platform to serve ultra-high-net-worth clients seeking luxury properties worldwide.
• McGrath Estate AgentscoreStrategic or Co-development Partner · 26 June 2024Bayleys and Knight Frank consortium acquired a majority stake in McGrath, an Australian real estate company. Following the acquisition, Mike Bayley and Ken MacRae were appointed to the McGrath Board of Directors in June 2024. This investment expands Bayleys' size and geographic reach across New Zealand and Australia.
• Keystone TrustminorGTM or Marketing Partner · 1 January 2002Mike Bayley served as trustee of the registered charity Keystone Trust from 2002-2025. Keystone Trust awards property industry scholarships for young people from backgrounds of inequality to help them get education and move into successful property or construction careers. Bayleys has been proud sponsors of Keystone Trust for over 30 years.
• Knight FrankcoreStrategic or Co-development PartnerBayleys' global partner for international property marketing. David Bayley spearheads the company's international property endeavors in conjunction with Knight Frank, providing clients access to global property markets and international buyer networks. Partnership includes co-publishing Knight Frank research reports (The Wealth Report, (Y)our Space) through Bayleys platforms.
• Vega Home LoanscoreChannel Partner/ Reseller/ DistributorVega is Bayleys' preferred finance adviser business providing advice services across residential, business, property development, commercial lending and insurance. Vega advisers are embedded within Bayleys offices nationally with access to 20+ lenders. Industry-leading partnership aims to achieve best outcomes for clients and grow business together.
• Tania Dalton FoundationminorGTM or Marketing PartnerBayleys sponsors Grace Tiko as part of the Tania Dalton Foundation, which supports young people from all circumstances and stages of development to unlock their talent and be their best selves.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• CBRE Group: World's largest commercial real estate services firm offering brokerage, property management, valuation, and advisory. Overlaps with Bayleys' commercial and corporate advisory segments at a much larger global scale.
• Knight Frank: Global real estate consultancy and Bayleys' international partner, with luxury residential, commercial, and research capabilities. Both partner and broad-spectrum global incumbent in overlapping services.
• Colliers International: Global diversified real estate services firm with strong commercial brokerage, valuation, and advisory practices. Comparable in commercial and rural advisory, broader in scope and geographic scale.

Direct peers

• Ray White New Zealand: Franchised Australasian real estate brand with broad residential, commercial, and rural coverage in NZ. Competes head-on with Bayleys for agents, listings, and vendor representation nationally.
• LJ Hooker: Long-established Australasian real estate franchise network with residential, commercial, and rural capabilities across NZ and Australia. Direct franchise-style competitor to Bayleys' distribution model.
• Barfoot & Thompson: New Zealand's largest real estate agency by transaction volume and listings, with deep Auckland presence across residential sales, rentals, and property management. Closest competitor in Bayleys' core metropolitan markets.
• McGrath Estate Agents: Australian residential real estate agency now majority-owned by a Bayleys/Knight Frank consortium following the 2024 acquisition. Direct Australasian peer both as competitor and as a subsidiary/comparable business model.
• Harcourts: NZ-founded real estate franchise network operating across residential, commercial, and rural segments with similar services (sales, property management, auctions). Most direct comparator to Bayleys across the New Zealand market.

Emerging players

• Sotheby's International Realty: Global luxury real estate network affiliated with affiliate partners; comparable to Bayleys' REALM partnership in serving ultra-high-net-worth cross-border property buyers and luxury listings.

Regional players

• First National Real Estate: Australian-headquartered real estate network with established NZ franchise operations across residential and commercial. Regional peer in Australia/Asia-Pacific competing for cross-Tasman transactions post-McGrath.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@BayleysRealEstateLtd
• Facebookfacebook.com/bayleys
• LinkedInlinkedin.com/company/bayleys-real-estate
• Instagraminstagram.com/bayleysnz/?hl=en
• Xx.com/bayleys

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries4 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bayleys Realty Group