SOHO Living

What SOHO Living does

SOHO Living is a Melbourne-based residential home builder and land developer operating in Victoria, Australia. Founded in 2016, the company operates as a wholly-owned subsidiary of Mirrastone, described as Victoria's number one builder group. The company serves three primary consumer segments — first home buyers, property investors, and downsizers — alongside a B2B channel delivering construction services to major property developers including Mirvac, Cedar Woods, Frasers Property, AVID Property Group, Dennis Family Corporation, and Resi Ventures. SOHO Living is recognised as Victoria's #1 Semi-Detached Home Builder and holds a 4.7-star Product Review rating.

The company offers three core consumer products: architecturally designed 3-4 bedroom townhomes, house and land packages, and standalone home designs with multiple facade options. All homes feature turnkey inclusions including SMEG appliances, stone benches, air conditioning, and landscaping, backed by a Lifetime Structural Warranty applicable to original owners. SOHO Living operates two sub-brands: SOHO Built (a B2B construction services brand launched in 2024 targeting developers, institutional clients, retirement villages, and build-to-rent portfolios with over 1,000 builds committed and 100+ live sites in its first year) and Landarra (a land development brand creating master-planned neighbourhoods including Roselle, The Avenue, Coastal Vines, Belgrove, and Kinsford).

The business model is primarily direct-to-consumer through New Home Consultants, display homes across Melbourne and Geelong (Werribee, Clyde North, Springvale South, Manor Lakes, Nar Nar Goon North), and digital channels (website, virtual/video tours, social media). Fixed-price turnkey packages start from $569,950 for townhomes and $583,468 for Jubilee releases, with revenue generated through one-time sale of newly constructed homes plus complementary B2B construction service revenue through SOHO Built. The company achieved 450 builds in FY25 with a 97% on-time delivery rate, and operates as a registered Victorian builder (CDB-U 50036).

Name

SOHO Living

Legal name

Soho Living Australia Pty Ltd

Website

https://soholiving.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

SOHO Living is a Melbourne-based residential home builder and developer in Victoria, Australia, offering architecturally designed townhomes, house and land packages, and home designs to first home buyers, investors, and downsizers, with B2B construction services through SOHO Built and land development through Landarra.

Ownership category

akta.pro rank

Product category

Residential Home Building

NAICS

New Housing For-Sale Builders (236117), New Multifamily Housing Construction (except For-Sale Builders) (236116)

SIC

Land Subdividers & Developers (No Cemeteries) (6552)

akta.pro primary industry

Custom Home Building (IMAFABAC)

Keywords

• Residential home building
• Townhome development
• House and land packages
• Medium density housing
• Property construction

Headquarters

HQ city

Port Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. New Home Sales: Sale of newly constructed houses and townhomes directly to consumers. Fixed-price packages include land and construction. Turnkey inclusions provided as standard.
2. House & Land Packages: Bundled sale of land with completed house construction. Customers enter separate contracts for land purchase and building. Fixed price promise with no hidden surprises.
3. Townhome Sales: Sale of architecturally designed 3 and 4-bedroom townhomes in master-planned communities. Full turnkey inclusions with move-in ready finish.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

SOHO Living designs, develops, and builds residential homes across Melbourne and Geelong, Australia. The company offers turnkey townhomes (3 and 4-bedroom), house and land packages, and standalone home designs with premium inclusions such as SMEG appliances, stone benches, and air conditioning. Operating as Victoria's #1 semi-detached home builder, SOHO also delivers medium-density construction services for property developers through its SOHO Built sub-brand and develops land through the Landarra brand.

Product overview

SOHO Living is a Melbourne and Geelong-based residential home builder and developer operating as Victoria's #1 semi-detached home builder under the Mirrastone group. The company offers three core product lines: Townhomes (architecturally designed 3-4 bedroom turnkey townhomes), House & Land Packages (combined land + construction with fixed pricing), and Home Designs (standalone house designs with multiple facade options). The portfolio includes branded sub-products such as SOHO Built (commercial construction services for developers) and Landarra (land development). Complementary services include display homes, virtual/video tours, and financing assistance through Oakbury Financial Group partnership. All residential products feature turnkey inclusions, premium brand appliances, and quality craftsmanship backed by a Lifetime Structural Warranty.

Differentiator

Problem solved

Functional benefit

Brands

• SOHO Built: Construction partner for developers, institutional clients, and design-led projects across Victoria. Focuses exclusively on building other people's designs, from retirement villages and land lease communities to triple-storey dwellings and build-to-rent portfolios.
• Landarra

Products and services

• Townhomes

Quantifiable outcome

• 97% of homes delivered on-time or ahead of schedule (based on 450 builds in FY25)
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• MirrastonecoreStrategic or Co-development PartnerParent company and ultimate owner of SOHO Living. Mirrastone is Victoria's number one builder. SOHO Living operates as a medium-density builder under the Mirrastone group, benefiting from the strong network of trusted suppliers and trades.
• MirvaccoreStrategic or Co-development PartnerMajor developer partner for Smiths Lane project in Clyde North. SOHO Living is developing architecturally designed 3 and 4-bedroom townhomes in partnership with Mirvac at Smiths Lane.
• Oakbury Financial GroupcoreStrategic or Co-development PartnerExclusive home loan partner providing simplified loan processes, competitive rates, expert advice, and personalised lending solutions. SOHO Living refers customers for finance assessments and mortgage services.
• Cedar WoodsmajorStrategic or Co-development PartnerLong-standing relationship with multiple townhome projects for community developments. SOHO Living has delivered quality products meeting market needs with dependable service.
• Dennis Family CorporationmajorStrategic or Co-development PartnerSuccessful partnership creating Medium Density sites across Victorian residential development projects. Contemporary Townhouse products have surpassed expectations and proven incredibly popular with Dennis Family customers.
• Frasers Property AustraliamajorStrategic or Co-development PartnerTrusted partner with jointly sold over 80 townhomes together over 3 years at The Grove, Mambourin, Five Farms and Berwick Waters communities. Strong partnership in Victorian communities.
• Resi VenturesmajorStrategic or Co-development PartnerLong-term collaborative partnership in medium density design and build space. SOHO Living provides flexible solutions aligned with Resi Ventures residential developments.
• AVID Property GroupmajorStrategic or Co-development PartnerPreferred builder partner for many years, developing medium density sites in Carolina, Hillstowe and Bloomdale developments. Excellent quality products competitively priced.
• National PacificminorStrategic or Co-development PartnerPartnership for delivering industry-leading built form outcomes. SOHO thinks like developers and provides high-quality additions to National Pacific projects.
• Dahua AustraliamajorStrategic or Co-development PartnerClose working relationship on several signature projects. SOHO provides end-to-end service from project initiation through post-construction handover with experienced team.
• YourLand DevelopmentsmajorStrategic or Co-development PartnerStrategic partnership to build a townhome for Housing Choices Australia, a community housing provider. Represents social housing collaboration.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Metricon: Metricon is Australia's largest homebuilder, operating across Victoria, NSW, Queensland, and South Australia. It is a broad incumbent that competes with SOHO in the Victorian townhome and medium-density segment while operating at significantly greater national scale.
• GJ Gardner Homes: GJ Gardner is a national franchise-based homebuilder with a strong presence across Australia including Victoria. It overlaps with SOHO in custom home design, first-home-buyer targeting, and turnkey inclusions, though it operates through a franchise model rather than direct delivery.

Direct peers

• Carlisle Homes: Carlisle Homes is a Victoria-focused homebuilder offering house & land packages and townhomes in Melbourne's growth corridors. It directly competes with SOHO Living for first-home-buyer and upgrader demand in similar price bands and geographies.
• Henley Properties: Henley Properties is a Victorian homebuilder delivering single-family homes, townhomes, and medium-density product. It competes head-to-head with SOHO on architectural design, turnkey inclusions, and developer-partner channels across Melbourne estates.
• Burbank Homes: Burbank is a Melbourne-based residential homebuilder with a strong presence in Victoria's growth corridors. It offers comparable product (houses, townhomes, knock-down rebuild) targeting first-home buyers and investors, overlapping with SOHO's core customer segments.
• Simonds Group: Simonds Group is an ASX-listed Victorian homebuilder producing houses and townhomes across Melbourne and regional Victoria. It is a directly comparable peer in product mix (townhomes, house & land), customer segments, and operating geography.
• Sherridon Homes: Sherridon Homes is a privately-held Victorian homebuilder offering house & land packages and townhomes in Melbourne's south-east and growth corridors. It competes with SOHO on similar price points, design differentiation, and first-home-buyer segments.
• Boutique Homes: Boutique Homes is a Victorian homebuilder delivering single-family homes and townhomes with turnkey inclusions across Melbourne. It targets overlapping first-home-buyer and investor segments and competes for similar display home and developer-partner channels.

Regional players

• AVJennings: AVJennings is an ASX-listed residential developer and homebuilder operating across Victoria, NSW, and Queensland. While not solely focused on medium-density, it develops and builds master-planned communities in overlapping growth corridors and competes for developer-partner relationships.
• Rawson Homes: Rawson Homes is a NSW/ACT-focused residential builder with a similar house & land and townhome model. It is comparable in product offering and turnkey-inclusion approach but operates primarily outside Victoria, making it a regional rather than direct competitor to SOHO.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Customer concentration

• Xx.com/soholivingau

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 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 SOHO Living