Morton
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.
- Company typePrivate
- Founded1996
- HeadquartersSydney, Australia
- Headcount51–100
- GTM typeB2C
- OfferingServices
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.
Morton firmographics
Firmographics- 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
Morton industry classification
Industry- 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
Where Morton is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices8 records
Markets served
Morton business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 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.
- 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
Morton product offering
Product offeringCore 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
Companies that use Morton
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles4 records
Morton technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature5 records
Morton partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- XIN WealthcoreXIN 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 MortgagecoreXIN 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)minorSky 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 InspectorminorDetector 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 AgentcoreReal 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 EstatecoreInspect 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.
- OurTenantcoreOurTenant 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
Morton competitors and assessment
Company assessmentDirect 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
Morton social profiles
Digital presenceMorton financial estimates
Financial estimateRevenue estimate
Valuation estimate
Morton leadership team
Management profileNumber of profiles
Profiles7 records
Morton funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Morton M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Morton
What does Morton do?
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.
Is Morton a public or private company?
Morton is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Morton founded?
Morton was founded in 1996. It employs 51 to 100 people.
Where is Morton based?
Morton is headquartered in Sydney, Australia, in the Oceania region.
How does Morton make money?
Two revenue lines are on record. Residential Property Sales Commission is the primary driver. The others are property Management & Leasing.
Who are Morton's main competitors?
Direct peers on record are McGrath Estate Agents, Belle Property, Raine & Horne, Richardson & Wrench and The Agency. Broad incumbents are Ray White and LJ Hooker. Sotheby's International Realty (Australia) is listed as an emerging player. Others are REA Group and Domain Holdings.
Does Morton have an API?
No public API is recorded for Morton.
What industry is Morton in?
Morton's product category is Residential Real Estate Services. Its primary akta.pro industry code is BPAJAAAJ, Buyer Representation Services, with a secondary code of FSAEAJAN, Property Management Advisory & Leasing Administration. Its NAICS code is 5312 and its SIC code is 6531.