True Property

What True Property does

True Property is a privately held, full-service real estate agency headquartered at 407 Parramatta Road in Leichhardt, Sydney. Founded in 2004, the firm operates with a team of approximately 12 members and serves Sydney's Inner West and surrounding Eastern Suburbs. Its business is organized around three integrated service lines: property management (the primary revenue driver), residential and commercial sales, and rental/leasing. The company manages a portfolio valued at over $500M and reports operational metrics including a 6-day average time to secure tenancy, a 0.07% vacancy rate, and a 28-day average turnaround for sales properties. Customers are primarily individual property investors and landlords (SMB), tenants seeking rental accommodation (mid-market/consumer), and a smaller base of commercial property owners and buyers/sellers.

The technology stack is built entirely on third-party platforms rather than proprietary infrastructure. PropertyTree provides the client portal and property management workflows, Reapit powers the property listing database, Agentpoint hosts the website, T-app handles rental applications, and Inspect Real Estate manages inspection bookings. Differentiated service features include custom video walkthrough tours published on YouTube for prospective tenants and buyers, private video inspection reports for remote landlords, and a tenant-facing service called True Connect. The revenue model combines recurring property management fees (subscription-style, charged to landlords), transactional sales commissions, and tenant placement service fees. Pricing is quote-based and not publicly disclosed. Marketing and customer acquisition rely on geo-targeted SEO across 26-27 suburb landing pages, organic social media (Instagram, Facebook), YouTube video content, and traditional direct-sales tactics including open homes and free property appraisals.

True Property occupies a niche boutique-agency position in the Inner West Sydney market. There is no external funding, no parent company, and no disclosed M&A activity. The owner-operator model under Managing Director Michael Catalano and a small senior team of property managers defines the firm's operating character. Competitive positioning is built on local market depth, hands-on service quality, and operational metrics rather than technology differentiation or scale.

Name

True Property

Legal name

True Property

Website

https://trueproperty.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

True Property is a privately held, full-service real estate agency in Sydney's Inner West providing property management, sales, and leasing services to individual landlords, tenants, and commercial property owners across 26-27 Sydney suburbs.

Ownership category

akta.pro rank

Headquarters

HQ city

Leichhardt

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Property Management Services: Ongoing property management fees charged to landlords for tenant placement, rent collection, property inspections, and maintenance coordination. Focus on maximizing rental returns for property owners.
2. Sales Commission: Commission-based revenue from property sales transactions for buyers and sellers in the Inner West Sydney market.
3. Rental/Leasing Services: Tenant placement services for landlords including advertising properties, screening applicants, and lease preparation.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

True Property is a Sydney-based real estate agency that provides full-service property management, residential and commercial rental placement, and property sales services focused on Sydney's Inner West. The agency manages over $500 million worth of property, with an average of 6 days to secure tenancy and a 0.07% vacancy rate. Its core operations include tenant sourcing, rent collection, routine inspections, maintenance coordination, sales appraisals, and sales transactions for individual property owners, investors, tenants, and buyers.

Product overview

True Property is a real estate agency specializing in property management and sales services for Sydney's Inner West and surrounding areas. The company operates as a unified platform offering property management services, residential and commercial rental listings, property sales, and related tools. Core offerings include Property Management Services (tenant sourcing, inspections, rent collection), Rental Property Listings (residential and commercial), and Property Sales. Supporting services include Property Appraisal for valuations, Video Walkthrough Tours for property marketing, True Connect for tenant management, and Area-Specific Property Management covering 26 suburbs. The company is powered by Agentpoint website platform and uses PropertyTree for client portals and Reapit for property listings.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Management Services Full-service property management for rental properties including tenant sourcing, rent collection, property inspections, and maintenance coordination. Targeted at property investors and landlords in Sydney's Inner West.
• Rental Property Listings Residential and commercial properties available for lease, including apartments, houses, studios, and commercial spaces across Sydney's Inner West. Targeted at tenants and renters.
• Property Sales Residential and commercial property sales services including sales appraisals, marketing campaigns, and auction services. Targeted at buyers and sellers in the Inner West Sydney market.
• Property Appraisal Free property valuation service for owners considering selling or renting their property. Targeted at landlords, sellers, and prospective investors.

Quantifiable outcome

• Average 6 days to secure tenancy (vs industry average of 21+ days)
• +3 more outcomes

Named customers6 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

One partnership is on record.

• Heart for the HomelessminorOthersCharitable partnership where True Property supports Heart for the Homeless by encouraging tenants to register their move at heartforthehome. Social responsibility initiative integrated into property listings.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Belle Property: Boutique Australian real estate network with strong Inner West Sydney presence offering sales, property management, and leasing. Closely comparable in service mix, brand-led positioning, and hyperlocal suburban focus.
• McGrath Estate Agents: Sydney-founded real estate agency group with comprehensive sales and property management services across the Sydney metropolitan area. Directly comparable in service offering, customer base (landlords/tenants/buyers/sellers), and Inner West coverage.
• Cobden & Hayson: Inner West Sydney specialist real estate agency focused on sales and property management. Operates in the same geographic niche with a comparable boutique-service model and overlapping suburb coverage.
• BresicWhitney: Inner West Sydney-based boutique real estate agency offering sales, leasing, and property management. Directly comparable in target geography, premium brand positioning, and service mix.
• The Agency: Australian real estate group with strong Sydney presence in sales, leasing, and property management. Comparable in service mix and customer base, though operates at a larger multi-office scale.
• Di Jones Real Estate: Sydney-focused real estate agency offering sales, leasing, and property management across metropolitan Sydney. Comparable in service offering and target customer base (Inner West and surrounding suburbs).

Broad incumbents

• Ray White: Largest Australian real estate network with extensive sales and property management operations across Sydney. Overlaps in service offering but operates at a national franchise scale, with greater capital and brand reach.
• LJ Hooker: Long-established Australian real estate network with full-service sales, leasing, and property management across Sydney. Comparable service lines but a mass-market franchise model versus True Property's boutique approach.
• Raine & Horne: Australian real estate network with broad Sydney presence in residential sales, leasing, and property management. Comparable in service mix but larger franchise scale and geographic diversification.
• Richardson & Wrench: Established Australian real estate network with Sydney offices covering sales, leasing, and property management. Overlapping service lines with True Property, operating as a broader incumbent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@TruePropertyAU
• Facebookfacebook.com/TruePropertyAustralia
• Instagraminstagram.com/true_property
• Xx.com/TrueProperty
• LinkedInlinkedin.com/company/true-property-management-pty-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 True Property