iRealty

What iRealty does

iRealty (legally Suna Communications Pty Ltd, ABN 19 606 428 237) is a Brisbane-based SaaS provider of email marketing and behavioural intelligence software built specifically for residential real estate agencies in Australia and New Zealand. Founded in 2004 and led by CEO Scott Dunlop, the company serves more than 200 agencies spanning major franchise brands — Ray White, LJ Hooker, McGrath, RE/MAX, Belle Property, Raine & Horne, Elders, Century 21, First National, Highland, Harcourts, and Stockdale & Leggo — alongside independent mid-market operators and individual agents. The platform's product thesis is that real estate agencies hold thousands of dormant CRM contacts, of whom a meaningful share are statistically likely to be considering a sale at any given time, but agents lack the tools to identify which contacts are warming up before they call another agency; iRealty addresses this through behaviour-based seller intent tracking.

The iRealty platform is built on AWS infrastructure in the ap-southeast-2 region and delivers native two-way CRM synchronisation with all four major Australian and New Zealand real estate CRM systems (Reapit/AgentBox, Rex CRM, MRI Vault, and ReNet), enabling campaigns to be populated with live listing and contact data without manual exports. Core modules include the iRealty email and SMS marketing suite, the Smart Autoresponder for behaviour-triggered automated responses, automated branded Suburb Reports, iRealtySocial for Facebook/Meta advertising, the Leads List Management dashboard, and the Property Prediction Tool. The behavioural intelligence layer tracks email opens, listing clicks, suburb report downloads, and other engagement signals to surface seller intent in real time, supported by proprietary send-reputation controls (Bounce Protect, No Spam Guarantee). Cumulative reported engagement is 230M+ real estate email opens and 27M+ emails delivered monthly, with claimed average open rates of 35%+ versus an industry benchmark of 19–22%.

iRealty monetises through per-seat SaaS subscriptions billed monthly in advance on 12/24/36-month terms with automatic annual renewal, one-time non-refundable setup/onboarding fees, and usage-based SMS credits and advertising spend. Go-to-market is an enterprise field-sales motion anchored by a 20-minute personalised platform walkthrough and a 10-day go-live onboarding plan, complemented by self-serve registration, a referral programme, content marketing and gated research reports, SEO, paid Meta advertising, and franchise-brand channel partnerships. The company is privately held, founder/management-led with no external PE or VC funding disclosed, operates with a headcount in the 11–50 range, and does not publicly disclose revenue.

Name

iRealty

Legal name

Suna Communications Pty Ltd

Website

https://irealty.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

iRealty (Suna Communications Pty Ltd) is an Australian SaaS provider of AI-powered email marketing and behavioural intelligence software built specifically for real estate agencies in Australia and New Zealand, serving 200+ agencies with native CRM sync, seller-intent tracking, and predictive targeting.

Ownership category

akta.pro rank

Product category

Real Estate Marketing Software

NAICS

Direct Mail Advertising (54186), Software Publishers (513210), Advertising Agencies (541810)

SIC

Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Real Estate Market Research & Economic Advisory (Demand/Supply, Location Analytics) (BPAJANAD)

Keywords

• Real estate email marketing
• Behavioural intelligence platform
• CRM email automation
• Property marketing automation
• Seller intent tracking

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Per-Seat SaaS Subscription: Subscription fees charged monthly in advance based on the number of Authorised Users (Seats) and contacts in the account. Subscription terms are 12, 24, or 36 months with automatic annual renewal. Pricing details provided at signup; early termination incurs 100% of remaining contract fees.
2. Setup / Onboarding Fees: One-time setup fees are charged at account creation and are non-refundable, reflecting the upfront investment in onboarding, CRM connection, and first campaign configuration.
3. SMS, Custom Campaigns & Advertising Credits: Work billed in advance including custom campaigns, advertising, and bulk SMS credits. These are non-refundable though a portion may be reallocated with sufficient notice.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

iRealty is a SaaS marketing platform built specifically for Australian and New Zealand real estate agencies. It enables agencies to run AI-powered email and SMS marketing campaigns, generate automated suburb reports, and use behavioural intelligence to identify contacts in their CRM most likely to sell. The platform syncs natively with major real estate CRMs (Reapit/AgentBox, Rex, MRI Vault, ReNet) and converts dormant databases into predictable seller pipelines.

Product overview

iRealty is a unified real estate marketing platform built specifically for Australian and New Zealand agencies. The core product is the iRealty platform (also marketed as iRealtyPro for growing agencies), which provides AI-powered email marketing, SMS campaigns, and social advertising. Key modules include Smart Autoresponder for AI-driven automated responses, Suburb Reports for branded market reports, MailManager for email campaign creation, iMessage for SMS, and iRealtySocial for Meta/Facebook ad management. The platform syncs natively with four major CRMs (Reapit/AgentBox, Rex CRM, MRI Vault, ReNet) and offers additional tools including Leads List Management, Brand Booster, Premium Property Advertising, and Property Prediction Tool. All components share a common database and dashboard, enabling behavior-based lead tracking and automated nurture workflows.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 35%+ average email open rate vs industry average of 19–22%
• +9 more outcomes

Named customers20 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability6 records

Feature9 records

Partnerships

Eight partnerships are on record, tiered core, core infrastructure and major.

• Reapit / AgentboxcoreTechnology or IntegrationNative two-way CRM sync with Reapit Sales and Agentbox. iRealty connects to the CRM to pull live listing data, contact records, and activity history directly into campaigns. Listings and contact segments sync automatically — no manual exports required.
• Rex CRMcoreTechnology or IntegrationNative CRM sync with Rex CRM, enabling automatic data exchange between the CRM and iRealty's email marketing and automation platform. Campaigns pull live CRM data directly.
• MRI Vault (Vault CRM)coreTechnology or IntegrationNative two-way integration with MRI Vault (formerly Vault CRM), enabling real estate agencies using Vault to sync contact and listing data with iRealty for automated marketing campaigns.
• ReNet CRMcoreTechnology or IntegrationNative CRM integration with ReNet, enabling automated email triggers, database sync, and buyer-to-listing matching. Featured in co-marketing content as a 'Real Estate Marketing Powerhouse' combination.
• Amazon Web Services (AWS)core infrastructureOthersAWS (ap-southeast-2 region, Australia) is used as the underlying cloud infrastructure for iRealty's platform, data storage, and service delivery. Client Data is stored on AWS infrastructure per Terms and Privacy Policy.
• Stripecore infrastructureOthersThird-party payment processor handling direct debit and credit card payment collection for subscription fees. Payment processing terms governed by Stripe's own terms and privacy policy.
• Westpac Banking Corporationcore infrastructureOthersThird-party payment processor and direct debit facilitator for subscription fee collection. Listed alongside Stripe as a nominated payment processor for iRealty clients.
• Meta / FacebookmajorTechnology or IntegrationiRealty Social ads builder integrates with Meta's advertising platform, enabling real estate agencies to create and manage Facebook and Instagram lead ad campaigns with audience presets, instant forms, carousel images, and custom-branded lead capture. Meta's Andromeda update referenced in iRealty's 2026 Facebook Algorithm guide.

Scale indicators16 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ActivePipe: Australian-headquartered real estate email marketing and lead nurturing platform directly comparable to iRealty. ActivePipe and iRealty are explicitly positioned against each other on iRealty's own comparison page, and both target the same AU/NZ real estate agency customer with CRM-integrated behavioral email.

Broad incumbents

• Mailchimp: Generic email marketing platform that iRealty explicitly differentiates against. While Mailchimp serves a much broader customer base, it is a primary competitive threat as it adds real estate templates and integrations, and is a comparison anchor in iRealty's own marketing collateral.
• ActiveCampaign: Established email marketing and CRM automation platform with strong behavioral automation capabilities. While not real estate-specific, ActiveCampaign competes for the same per-seat marketing automation budget at real estate agencies and represents a credible alternative for tech-forward agencies.
• HubSpot: Broad marketing and CRM platform used across industries including real estate. HubSpot's free tier and broad feature set (email, automation, CRM, ads) compete at the agency-marketing-stack level, and its scale and R&D investment represent a long-term competitive threat to specialized players.
• Constant Contact: Long-established email marketing platform with a strong SMB and franchise customer base. Constant Contact is commonly used by smaller real estate agencies as a generalist alternative to iRealty, particularly for franchises looking to standardize on a single known vendor.
• Campaign Monitor: Email marketing platform with strong Australian roots and a customer base that overlaps with SMB and mid-market agencies. While not real estate-specific, Campaign Monitor is a credible substitute for agencies that do not require behavioral-intelligence depth.
• kvCORE: Real estate operating platform with integrated CRM, marketing automation, and behavioral lead nurturing. kvCORE represents the 'all-in-one' competitive threat to iRealty, particularly if it expands beyond its core US market or acquires a comparable international player.
• Follow Up Boss: Real estate CRM with integrated email and text messaging capabilities used by teams and brokerages. Follow Up Boss competes at the broader real estate marketing stack level and could absorb iRealty's email automation use case within its CRM-centric product strategy.

Emerging players

• LionDesk: Real estate-specific CRM with built-in email, video, and text marketing. LionDesk overlaps with iRealty's per-seat subscription model and real estate focus, primarily serving US-based agents but increasingly relevant as a cross-border competitor in the English-speaking market.
• BombBomb: Video email platform widely adopted by real estate agents in North America. BombBomb overlaps with iRealty's email engagement and seller-intent tracking thesis but is differentiated by video-first messaging rather than behavioral analytics on email opens and clicks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInau.linkedin.com/in/1scottdunlop

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about iRealty