What Toop & Toop does

Toop & Toop Pty Ltd (trading as TOOP+TOOP Real Estate) is a privately held, family-owned residential real estate agency founded in 1985 by Anthony and Sylvia Toop and headquartered in Norwood, South Australia. The firm operates two offices (Norwood and Hyde Park) with a Sales Partner network covering the Adelaide metropolitan area, Adelaide Hills, and Fleurieu Peninsula, and serves premium residential buyers and sellers, property investors and landlords, renters, rural property owners, and families navigating downsizing decisions. Service lines include residential sales and auctioneering, full-service property management, rural and lifestyle property transactions, and two subscription-based products — TOOP VAULT (off-market property matching membership) and Early Access Rentals — supported by a proprietary landlord/tenant portal (ToopHome).

The business model is predominantly commission-based transaction revenue on residential sales (the firm reports $900M+ in total sales volume across FY2024-25, an average sale price of $1.6M, and record-high prices held across 76 South Australian suburbs), augmented by recurring property management fees, TOOP VAULT subscription revenue, rental alert registrations, and auction services. Proprietary technology comprises internally developed "TOOP Software Platforms" integrating marketing, client relationship management, and the off-market matching engine, plus incoming AML/CTF digital identity verification systems (via specialist partner AMLHUB) required from 1 July 2026.

Go-to-market is relationship-driven and sales-led: named Sales Partners operate across defined micro-territories with a "value over volume" philosophy, supported by an owned media footprint (5AA Real Estate Radio, Inside Story blog, SEO-optimized toop.com.au, social media and YouTube), referral networks, and VIP/private inspection events for VAULT members. The firm is repeatedly industry-recognised, holding 2026 REIA Large Residential Agency of the Year, 2025 REISA Gold for Marketing & Communications, 2025 Australasian Innovation Agency of the Year, and a 2020 REIA Large Residential Agency Hall of Fame induction.

Name

Toop & Toop

Legal name

Toop & Toop Pty Ltd

Website

https://toop.com.au

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

101–250 employees

Short description

Toop & Toop is a family-owned South Australian residential real estate agency, founded in 1985, providing premium sales, property management, auctions, and rural transactions across the Adelaide metropolitan area through a proprietary off-market platform (TOOP VAULT) and a network of specialized Sales Partners.

Ownership category

akta.pro rank

Headquarters

HQ city

Norwood

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Property Sales: Commission-based residential real estate sales services provided through Sales Partners, with focus on premium residential properties (particularly $1.5M+ sector). The company achieves high average sale prices, including 325 sales over $1 million in 2024-25.
2. Property Management Services: Property management services for landlords including tenant sourcing, rent collection, property inspections, and maintenance coordination. Services include rental appraisals and property investment consultations.
3. TOOP VAULT Membership: Premium membership service providing exclusive access to off-market properties, personalized property alerts, and VIP inspection access for a subscription fee.
4. Rental Alert Registration: Early access rental property alerts for registered users matching their suburb and price preferences.
5. Auction Services: Professional auctioneering services for residential properties, with in-house licensed auctioneers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Toop & Toop is a full-service residential real estate agency that sells, leases, and manages premium residential properties across South Australia through dedicated Sales Partners. It runs a proprietary off-market property matching membership (TOOP VAULT), provides full property management for landlords via the ToopHome portal, and offers specialised rural and auction services, with a 'value over volume' focus on prestige Adelaide suburbs.

Product overview

TOOP+TOOP Real Estate operates as a full-service residential real estate agency offering a unified service model built around its core property sales and property management offerings. The product portfolio centres on TOOP VAULT (exclusive off-market property access), Property Alerts (email notifications for new listings), ToopHome (landlord and tenant online portal), Sales Services (buy/sell/auction), Property Management Services, Early Access Rentals, Rural Property Services, and the 5AA Real Estate Radio program. The TOOP VAULT membership provides exclusive off-market property access since 2014, while the ToopHome portal enables landlord and tenant self-service management. Together, these offerings create an integrated property transaction and management ecosystem serving buyers, sellers, landlords, and tenants across South Australia.

Differentiator

Problem solved

Functional benefit

Brands

• TOOP VAULT: TOOP+TOOP's exclusive off-market property matching membership service providing members access to properties not available on the general market.
• ToopVault
• ToopHome

Products and services

• TOOP VAULT Exclusive off-market property matching membership providing members access to properties not publicly listed, personalised email alerts, VIP inspections, and private pre-launch access to premium Adelaide properties.
• Sales Services Residential property sales including buy-side representation, sell-side campaigns, auction services, and off-market transactions for individual homeowners and buyers in South Australia.
• Property Management Services Full-service property management for landlords including tenant placement, rent collection, property inspections, maintenance coordination, and landlord reporting.
• ToopHome (Landlord & Tenant Hub) Online portal for landlords to manage properties, log maintenance requests, and access property performance data; tenants can log maintenance and access their rental information.
• Early Access Rentals Premium rental service allowing tenants early access to view and apply for rental properties before they are publicly listed.
• Rural Property Services Specialised sales and marketing services for rural, lifestyle, and agricultural properties across South Australia.
• Property Alerts / Rental Alerts Email notification service alerting registered users to new properties matching their specified criteria, including suburbs, price range, bedrooms, and property type.

Quantifiable outcome

• 325 sales over $1 million, 131 over $2 million, 61 over $3 million in 2024-25
• +3 more outcomes

Named customers8 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

Feature3 records

Partnerships

One partnership is on record.

• AMLHUBcoreTechnology or Integration · 25 June 2026AMLHUB is a specialist compliance provider helping TOOP+TOOP prepare for AML/CTF (Anti-Money Laundering and Counter-Terrorism Financing) obligations commencing 1 July 2026. Originally developed to support New Zealand's real estate industry following AML legislation in 2018, AMLHUB provides identity verification services and holds internationally recognised information security certifications to ensure client data protection during the verification process.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Raine & Horne: Long-established Australian real estate group operating in residential, commercial, and property management. Has presence in Adelaide competing with TOOP+TOOP at broader market positioning across multiple price tiers.
• Ray White: Largest real estate group in Australasia, operating across residential, commercial, and rural segments. Competes with TOOP+TOOP in Adelaide through franchisees but at much broader scale and volume-driven positioning rather than premium focus.
• LJ Hooker: Major Australian real estate network with national franchise footprint. Overlaps with TOOP+TOOP in residential sales and property management, but operates a franchise model with broader market coverage and standard commission positioning.
• Harcourts: International real estate franchise with significant Australian and New Zealand presence. Operates across residential sales, property management, and rural segments with broader geographic reach than TOOP+TOOP.

Regional players

• Buxton Real Estate: Major Melbourne-focused real estate group with premium positioning in Victoria. Comparable business model and premium-segment focus to TOOP+TOOP, but geographically focused on Melbourne rather than South Australia.
• Barry Plant: Major Victorian-based real estate group with significant Melbourne footprint. Comparable residential sales and property management services to TOOP+TOOP, but primarily serves Melbourne/Victoria market rather than South Australia.

Direct peers

• Belle Property: Premium Australian real estate brand with boutique-style positioning in high-end suburbs. Shares TOOP+TOOP's value-over-volume philosophy, premium client base, and relationship-driven sales approach in metropolitan markets.
• Sotheby's International Realty: Global luxury real estate brand with Australian affiliate offices. Competes for the same premium seller/buyer segment as TOOP+TOOP, with luxury international network reach and brand cachet for high-net-worth clients.
• McGrath Estate Agents: Australian premium residential real estate agency with strong focus on prestige markets in Sydney and the eastern seaboard. Closely comparable to TOOP+TOOP in their premium positioning, sales-led model, and emphasis on individual agent relationships in luxury suburbs.
• Marshall White: Leading premium real estate group in Melbourne's prestige suburbs. Directly comparable as a high-end residential agency focused on record sale prices, luxury market relationships, and sales-partner-driven delivery in blue-chip locations.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/toopandtoop_

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Toop & Toop