Morton

What Morton does

Morton is a privately held Sydney-based residential real estate agency founded in 1996, operating a non-franchise network of 8 offices across Sydney precincts (Circular Quay, Pyrmont, Woolloomooloo, Green Square, Crows Nest, Newington, Riverwood, Penrith) and led by joint CEO Ewan Morton. The firm sells, leases, and manages residential property on behalf of individual buyers, sellers, landlords, and tenants across the Sydney metropolitan area. In CY25 Morton reported 463 properties sold and 1,454 properties leased, with average days-on-market of 34 (sales) and 19 (rentals), and auction clearance rates consistently above the Sydney average, often reaching 100%.

The company monetizes through two primary streams: transaction-based commissions on residential sales (conducted via auction and private treaty) and recurring property management fees covering tenant placement, rent collection, maintenance coordination, inspections, and landlord reporting. Pricing is quote-based and not publicly disclosed. Distribution is anchored by the 8 physical offices, supported by premium listings on domain.com.au and realestate.com.au, plus an integrated digital stack comprising the Real Time Agent point-of-sale contract platform, Inspect Real Estate booking software, the OurTenant mobile app, and a Property Dashboard for landlords.

Morton competes on local-area expertise (45 languages spoken, named precinct specialists), brand legacy (30 years in Sydney, REIA Residential Sales Team of the Year 2020 and 2021, RateMyAgent Suburb Winner 2026), and a buyer database that achieves a 67% email open rate versus an industry standard of 18%. Adjacent product surface includes the Morton City Group premium sub-brand, Get Real and Ewan's Vlog content platforms, and Morton TV on YouTube. Recent strategic emphasis is on the SMSF/investor segment via partnerships with XIN Mortgage and XIN Wealth, and physical expansion through the August 2026 Green Square office relocation.

Name

Morton

Legal name

Morton

Website

https://morton.com.au

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Morton is a Sydney-based residential real estate agency operating 8 non-franchise offices, providing sales, leasing, and property management services to individual buyers, sellers, landlords, and tenants across Sydney.

Ownership category

akta.pro rank

Product category

Residential Real Estate Services

NAICS

Offices of Real Estate Agents and Brokers (5312), Other Activities Related to Real Estate (531390)

SIC

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

akta.pro primary industry

Buyer Representation Services (BPAJAAAJ)

akta.pro secondary industry

Property Management Advisory & Leasing Administration (FSAEAJAN)

Keywords

• Residential real estate
• Property management
• Real estate sales
• Property leasing
• Auction services

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Residential Property Sales Commission: Commission-based revenue from residential property sales across Sydney. Agents conduct intensive sales campaigns via auction and private treaty to achieve maximum buyer competition and best prices in shortest time frames.
2. Property Management & Leasing: Ongoing property management services including tenant placement, rent collection, property maintenance, inspections, and reporting. Revenue generated through management fees from landlords.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Morton is a Sydney-based residential real estate agency that buys, sells, and rents properties on behalf of clients across eight Sydney precinct offices. Core services include residential property sales (auction and private treaty), property management for landlords, and rental/leasing services for tenants, supported by digital transaction tools such as the Real Time Agent e-signature platform, Property Dashboard for landlords, and OurTenant mobile app.

Product overview

Morton is a Sydney-based real estate agency operating as a unified multi-office platform rather than a franchise model. The core offerings consist of residential property sales, rental/leasing services, and comprehensive property management. The product portfolio includes digital tools such as the Property Dashboard for landlords (24/7 real-time access, electronic signatures, document exchange), Tenant Portal and Owner Portal for client communication, the OurTenant mobile app for maintenance requests, and Real Time Agent for digital contract execution. Additional services include Digital Property Reports, free property appraisals, auction services, and content platforms Get Real (podcast/educational) and Morton TV (YouTube). The company also operates Morton City Group as a premium sub-brand for higher-value properties.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Property Sales

Quantifiable outcome

• 463 properties sold in CY 2025
• +7 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• XIN WealthcoreGTM or Marketing Partner · 2 July 2026XIN Wealth co-hosts a free webinar on strategic property investing after the 2026 Federal Budget with Morton. The partnership addresses proposed tax and property investment changes that could significantly influence how Australians invest in real estate.
• XIN MortgagecoreGTM or Marketing Partner · 1 July 2026XIN Mortgage co-hosts exclusive SMSF property investment workshops with Morton. Given recent changes to Australia's superannuation and property lending landscape, this partnership provides educational content for investors navigating the complex SMSF property investment environment.
• Sky Services & Sky Management (skybm.com.au)minorStrategic or Co-development PartnerSky Services and Sky Management provide residential, retail, and commercial building management services. They operate as a separate entity focused on building management complementing Morton's sales and property management services.
• Detector InspectorminorStrategic or Co-development PartnerDetector Inspector partners with property managers to provide smoke alarm, corded blind, and water efficiency services. Founded in 2005, they visit over 300,000 properties each year across 6 Australian states and territories. Morton refers landlords for compliance services.
• Real Time AgentcoreTechnology or IntegrationReal Time Agent is a point-of-sale platform that digitises key steps in the property journey. The platform enables legal signing of Sales Agency Agreements and Sales Contracts 'on the glass' from anywhere in the world 24/7. This is a core technology partnership enabling Morton's digital transaction capabilities.
• Inspect Real EstatecoreTechnology or IntegrationInspect Real Estate provides the booking software used by Morton for property inspections. The platform allows tenants to book appointments 24/7 and captures all enquiry to build database. This is integrated into Morton's leasing workflow.
• OurTenantcoreTechnology or IntegrationOurTenant app is used by Morton's property management for tenants to log vacate notifications and repair requests. The app connects tenants, landlords and agents seamlessly for both general and urgent repairs/maintenance. Used for all property management communications.

Scale indicators11 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• McGrath Estate Agents: Founded in Sydney, McGrath is a publicly listed (formerly) residential sales and property management agency operating across premium Sydney precincts. Direct overlap with Morton in target customer (Sydney residential buyers/sellers/landlords), services, and multi-office model.
• Belle Property: Australian premium residential real estate brand with strong Sydney presence offering sales, leasing, and property management. Comparable to Morton's mid-to-premium positioning and full-service residential offering.
• Raine & Horne: Long-established Australian residential real estate network with Sydney offices providing sales, leasing, and property management. Closely comparable business model, customer base, and multi-office Sydney footprint to Morton.
• Richardson & Wrench: Sydney-headquartered residential real estate brand with offices across inner-city and metro precincts offering sales, leasing, and property management. Direct competitor to Morton's precinct-based Sydney model.
• The Agency: Australian residential real estate group with a strong Sydney presence focused on premium and inner-city markets, offering sales and property management. Closely comparable to Morton's premium positioning and inner-Sydney focus.

Broad incumbents

• Ray White: One of the largest Australasian real estate networks, with extensive Sydney residential sales and property management coverage. Larger and broader than Morton but directly comparable on residential brokerage services and Sydney presence.
• LJ Hooker: Major Australian and international residential real estate network with broad Sydney coverage in sales, leasing, and property management. A larger incumbent operating in the same services categories as Morton.

Emerging players

• Sotheby's International Realty (Australia): Global luxury brand's Australian affiliate network, including Sydney affiliates focused on prestige residential sales. Comparable to Morton's premium sub-brand (Morton City Group) more than its core residential offering.

Others

• REA Group: Operator of realestate.com.au, Australia's dominant residential property portal and a key marketing channel for Morton. Comparable as the platform ecosystem Morton depends on for listing distribution and lead generation.
• Domain Holdings: Operator of domain.com.au, the second major Australian residential property portal and another core marketing channel for Morton. Comparable as an ecosystem participant shaping lead flow and customer acquisition economics for agencies like Morton.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@mortonrealestate
• Facebookfacebook.com/MortonProperty
• LinkedInlinkedin.com/company/mortonproperty

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Morton