Parcel

What Parcel does

Parcel Property (trading as Parcel Realty Pty Ltd) is a Western Australian residential land development company and one of WA's largest and most diversified property developers, operating as the land development arm of the ABN Group conglomerate owned by Dale Alcock. The company develops and sells titled and untitled residential land lots across master-planned estates spanning Perth's northern, southern and eastern suburbs, including Brightwood Baldivis (1,165 lots), Claravale Hilbert (1,400 lots), Mundi Mundijong (1,900 lots), Kennedy Bay Port Kennedy (900 lots), Indi Yanchep (600 lots), Beenyup Grove Byford (507 lots) and a forward pipeline including Mariginiup (1,500 lots) and Treeby (460 lots, 2027). The core operating model is acquiring, entitling and subdividing land, then selling lots to end buyers (first home buyers, growing families, downsizers and investors), often paired with house-and-land packages built through the ABN Group builder network (Dale Alcock Homes, Celebration Homes, Homebuyers Centre, Webb & Brown-Neaves, Summit Homes, HomeGroup WA). The company also sells turnkey display and completed homes ($450,000 to $2.0 million) and operates a Defence Housing Australia leaseback investment channel offering 12-year government-backed tenancies with 5–6% rental yields.

Revenue is generated through one-time lot sales (land from ~$115,000 per lot) and completed/turnkey home sales, supplemented by DHA off-the-plan investor sales. Parcel distributes through direct sales (estate managers, phone 08 6365 4620, website enquiry forms), physical display villages featuring partner-builder homes, a builder-registration portal for WA builders, and the DHA investor channel. The company earns third-party validation through consistent UDIA and REA award recognition, including the 2024 UDIA WA Judges Award (top honour) and the 2022 REA Land Campaign of the Year. Customer experience is differentiated via community-building programmes (Facebook groups per estate, adventure parks, community orchards), in-house ABN Group finance cross-sell, and guided end-to-end support from selection through settlement. Customer segments span first home buyers, growing families, downsizers/empty nesters (served via the built-form apartment arm), general property investors and DHA leaseback investors — i.e., a horizontally segmented residential buyer base with no single dominant account.

Name

Parcel

Legal name

Parcel Realty Pty Ltd

Website

https://parcelproperty.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Parcel Property is a Western Australian residential land developer and part of ABN Group, developing master-planned estates and selling titled lots and turnkey homes across Perth's growth corridors to first home buyers, families, downsizers and investors.

Ownership category

akta.pro rank

Product category

Residential Land Development

NAICS

Land Subdivision (2372), Land Subdivision (237210)

SIC

Land Subdividers & Developers (No Cemeteries) (6552), General Bldg Contractors - Residential Bldgs (1520)

akta.pro primary industry

Residential Land Development & Subdivision Homebuilding (Build-to-Sell Communities) (IMAFABAL)

akta.pro secondary industries

Transitional/Development Land Brokerage (Entitled, In-Path-of-Growth) (BPAJADAJ), Land & Development Site Brokerage (BPAJABAG)

Keywords

• Residential land development
• Master-planned communities
• House and land packages
• Property development services
• Land estate sales

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Land Sales: Parcel Property generates revenue through the sale of residential land lots in master-planned communities across Perth, Western Australia. Land is sold to individual buyers who then build homes with their chosen builders.
2. Completed/Display Home Sales: Sale of turnkey completed homes and display homes built by partner builders within ABN Group. Display homes are sold to investors with leaseback arrangements providing rental income.
3. Defence Housing (DHA) Supply: Long-term supply agreement with Defence Housing Australia to deliver new defence homes for Australian Defence personnel near Perth. House and land packages are sold to investors off-the-plan with DHA commitment to long-term lease upon completion.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Parcel Property is a Western Australian residential land development company that plans, develops, and sells residential land lots and completed/display homes across multiple master-planned communities in the Perth metropolitan area. The company partners with builders within the ABN Group network to deliver land-only lots, house-and-land packages, turnkey completed homes, and DHA-backed investment properties. Operations span northern, southern, and eastern Perth suburbs with active estates in Baldivis, Hilbert, Yanchep, Byford, Port Kennedy, Mundijong, Brabham, Bayswater, Balcatta, Darch, and Currambine.

Product overview

Parcel Property is a Western Australian residential land development company and one of WA's largest and most diversified property developers. The company operates as a unified platform offering multiple interconnected products and services: (1) Land Estates - premium residential land developments across Perth's northern and southern suburbs including Brightwood Baldivis (1,165 lots), Claravale Hilbert (1,400 lots), Indi Yanchep (600 lots), Beenyup Grove Byford (507 lots), Kennedy Bay Port Kennedy (900 lots), Mundi Estate Mundijong (1,900 lots), Mariginiup East Wanneroo (1,500 lots future), Treeby (460 lots), Living Edge Wellard (200 lots), Mosaic Balcatta (140 lots), Kinmore Green Darch (275 lots), Akin Currambine (82 lots), and others; (2) Display Villages - model homes across multiple estates featuring WA's leading builders including Celebration Homes, Dale Alcock Homes, Webb & Brown-Neaves, and 12+ other builders at various locations; (3) Completed Homes - turnkey display homes for sale ranging from $450,000 to $2.0 million with potential leaseback opportunities; (4) Builder Portal - a network platform for builders to access project information and price lists; (5) Defence Housing Investment - property investment through DHA's leasing program; and (6) Resource Hub - educational content for homebuyers. The company integrates with multiple home builders through its builder network to deliver house and land packages, and utilizes ABN Group's construction and finance ecosystem including Resolve Finance and Bluebay Home Loans.

Differentiator

Problem solved

Functional benefit

Products and services

• Brightwood Estate Baldivis A 1,165-lot residential land estate in Baldivis featuring a $3M Adventure Park, with land sizes ranging from 188sqm to 510sqm+. Targeted at families seeking community-focused living in Perth's southern suburbs.
• Claravale Hilbert A 1,400-lot land estate in Hilbert offering 400 lots currently for sale, located in Perth's south-eastern growth corridor with major transport links. Targets growing families and first home buyers.
• Indi Yanchep A 600-lot community development in Yanchep near the beach and Yanchep National Park, offering flexible house and land packages. Targets families and first home buyers in Perth's northern coastal corridor.
• Beenyup Grove Byford A 507-lot estate in Byford featuring Harvest Green community orchard and $1M adventure playground, with lots ranging from 188sqm to 520sqm starting at $115,000. Targets first home buyers and growing families.
• Kennedy Bay Port Kennedy A 900-lot premium coastal development on 66 hectares delivering $425 million infrastructure, featuring world-class golf course, retail precinct, jetty redevelopment, and residential lots from 180sqm to 600sqm. Targets families, downsizers, and DHA investors.
• Mundi Estate Mundijong A 1,900-lot development in Mundijong approximately 40 minutes from Perth CBD with lots ranging from approximately 250sqm to over 500sqm, including 12.5m and 15m width options. Stage 1 now selling.
• Mariginiup East Wanneroo A 1,500-lot future development in Mariginiup, part of the WA Government's East Wanneroo expansion, located 32km north of Perth CBD. Targets future first home buyers and investors.
• Treeby A 460-lot development coming 2027, located 25kms from Perth CBD with Stage 1 release in 2026. Future planned estate targeting Perth's southern growth corridor.
• Mosaic Balcatta A 140-lot estate in established Balcatta with final release in 2025, near the refurbished Karrinyup Shopping Centre and 13 minutes from Perth CBD. Targets buyers seeking established inner-suburban locations.
• Kinmore Green Darch The last residential land release in Darch with 275 lots ranging from 215sqm to 560sqm, located 30 minutes from Perth. Targets families and first home buyers in Perth's northern suburbs.
• Akin Currambine An 82-lot boutique development near Burns Beach offering premium land sales and townhomes in modern urban living. Targets downsizers, professionals, and small families in Perth's northern coastal suburbs.
• Flamewood Brabham A 331-lot estate in Brabham with lots from 188sqm to 529sqm, located in Perth's wine region 30 minutes from CBD. Targets first home buyers and investors.
• Completed Homes Turnkey completed and display homes for sale across Perth built by ABN Group builders, ranging from $450,000 to $2.0 million, with optional leaseback opportunities yielding 5-6% rental income. Targets investors and buyers seeking move-in-ready homes.
• Defence Housing Investment Property investment opportunities delivered through Defence Housing Australia's New Builds Volume Leasing Program, offering house and land packages sold to investors off-the-plan with DHA committing to leases of up to 12 years and rent paid in advance. Targets investors seeking government-backed stable rental income.
• Carrington Apartments Palmyra (Downsizing Apartments) Modern, low-maintenance apartment product offered as part of Parcel Property's built-form developments, such as Carrington 57 in Palmyra, providing a lock-and-leave lifestyle for downsizers and empty nesters wanting to stay in their familiar suburb.

Quantifiable outcome

• Over 1,000 families expected at Brightwood when completed
• +4 more outcomes

Named customers4 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

Partnerships

Eight partnerships are on record, tiered core.

• Defence Housing Australia (DHA)coreStrategic or Co-development PartnerParcel Property has entered a long-term supply agreement with Defence Housing Australia to deliver new defence homes for Australian Defence personnel near Perth, specifically in the Rockingham region. Under DHA's New Builds Volume Leasing Program, Parcel works with local builders to offer house and land packages sold to investors off-the-plan with DHA commitment to enter a long-term lease upon completion. Leases can be up to 12 years with rent paid in advance.
• Homebuyers CentrecoreChannel Partner/ Reseller/ DistributorABN Group builder specialising in affordable home building. Homes by Homebuyers Centre are available at Parcel estates and displayed at show villages.
• Celebration HomescoreChannel Partner/ Reseller/ DistributorABN Group builder partner featured at display villages including Kennedy Bay, Kinmore Green, and Mosaic Balcatta. Builds quality homes across Perth.
• Dale Alcock HomescoreChannel Partner/ Reseller/ DistributorPremier ABN Group builder with display homes at multiple Parcel estates including Kennedy Bay, Mosaic Balcatta, and Kinmore Green.
• Webb & Brown-NeavescoreChannel Partner/ Reseller/ DistributorABN Group builder partner featured at Mosaic Balcatta display village, offering premium home designs.
• Summit HomescoreChannel Partner/ Reseller/ DistributorDisplay home builder at Mosaic Balcatta, offering quality residential designs in Perth.
• HomeGroup WAcoreChannel Partner/ Reseller/ DistributorBuilder partner with display homes at Kennedy Bay and Kinmore Green estates, offering quality home designs for Perth families.
• ABN GroupcoreOthersParent company owned by Dale Alcock. Australia's leading Construction, Property and Finance Group encompassing multiple home building brands, finance services, and construction companies including PACT Construction, Resolve Finance, and various trade subsidiaries.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Satterley Property Group: One of WA's largest private residential land developers, with master-planned communities across Perth's northern and southern corridors. Directly comparable to Parcel in geography, product (land estates + house-and-land packages), and customer segments.
• Peet Limited: ASX-listed land developer with significant WA exposure and national footprint. Develops master-planned communities including land estates in Perth, serving first home buyers, upgraders, and investors — directly overlapping with Parcel's product and target segments.
• Cedar Woods Properties: ASX-listed Australian residential developer with a strong WA portfolio (e.g. Henley Brook, Byford). Comparable product offering (master-planned land estates and house-and-land packages) in the same Perth growth corridors where Parcel operates.
• AVJennings: ASX-listed residential land developer focused on master-planned communities across Australia, including WA. Comparable product offering and target customer base (first home buyers, families, investors).
• Villa World: ASX-listed (now delisted) residential land and house-and-land developer with WA presence. Comparable land estate product and customer segments, though smaller in WA than Parcel.

Broad incumbents

• Stockland: ASX-listed Australia's largest residential land developer with a national portfolio including WA projects (e.g. Alkimos). Larger and more diversified than Parcel, but competes in the same land estate product category in the same Perth growth corridors.
• Lendlease: Global, ASX-listed developer with a significant Australian master-planned communities business. Operates in Perth corridors (e.g. Alkimos) and competes with Parcel at the premium end of the land estate market.
• Mirvac: ASX-listed diversified property developer with a residential land and housing business across Australia. Active in WA master-planned communities and competes with Parcel for first home buyer, family, and investor segments.

Regional players

• DevelopmentWA: WA Government-owned land developer delivering master-planned communities in Perth and regional WA. Operates as a state-backed peer in the same geography, often partnering with private developers on subdivisions.

Others

• Defence Housing Australia (DHA): Federal government authority and Parcel's strategic supply partner for defence housing. Listed here as a related party/ecosystem participant rather than a direct competitor, given the long-term supply agreement that channels investor demand to Parcel.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/parcelproperty
• LinkedInau.linkedin.com/company/parcel-property
• Instagraminstagram.com/parcelproperty

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Parcel