Excel Australasia

What Excel Australasia does

Excel Australasia is a private Australian marketing technology and print services company headquartered in Carrum Downs (Melbourne), founded approximately 20+ years ago and serving the real estate industry across Australia and New Zealand. The company operates the Excel Marketing Solutions System (also referenced as the Real Suite Marketing System), a cloud-based, multi-channel marketing platform that connects to customers' CRM systems and a network of 300+ industry suppliers, enabling real estate agents and agencies to produce artwork, order print and signage, book newspaper and magazine advertising via accredited media agency partnerships, publish digital magazines, and manage social media campaigns through a single interface accessible via desktop, iPad, and iPhone.

The product surface is organized around a core platform with six product categories: media advertising modules (powered by accredited status with News Corp, Domain, and Fairfax Media), print services (brochures, business cards, DL advertising, magazines, presentation folders with finishing and bindery options), signage and physical installation (solar light boards, illuminated boards, corflute signs, teardrop banners with 24-48 hour turnaround), digital offerings (digital magazines, Facebook/Instagram social media tiles, digital banners for portals), commercial-specific modules (portfolio magazines, microsites, database marketing), and structured training services delivered via webinars, online learning, and recorded video.

The company operates on a direct enterprise field sales model complemented by state-based inside sales offices across Victoria, NSW, Queensland, SA, and WA, plus an Australian-wide 1800 number and demo-driven lead capture. Revenue is generated through a mix of subscription-style platform fees, per-unit print production, media booking commissions, signage product sales and installation fees, and professional services for digital and design work; multi-year contracts are typical and pricing is quote-based rather than transparently disclosed. The company supports operations in Bangkok (Thailand) and Makati (Philippines), processing over 28,000 daily artwork proofs across a base of 7,000+ real estate agents. Leadership disclosure is limited — Pieter Coenen is identified as Director of Operations — and the company remains privately held with no institutional investor backing disclosed.

Name

Excel Australasia

Legal name

Excel Australasia

Website

https://excelaustralasia.com.au

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Excel Australasia is an Australian private company that operates a cloud-based marketing platform integrated with print, signage, and accredited media agency services for real estate agents and agencies across Australia and New Zealand.

Ownership category

akta.pro rank

Product category

Real Estate Marketing Software

NAICS

Media Buying Agencies (54183), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Document Creation & Office Suites (BPAMAMAD)

akta.pro secondary industry

Office Supplies Wholesale Distribution (CRAOALAF)

Keywords

• Real estate marketing
• Marketing automation platform
• Property marketing services
• Print production services
• Digital signage solutions

Headquarters

HQ city

Carrum Downs

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales

Revenue model

1. Marketing Solutions Platform Subscription: SaaS-style platform subscription for real estate agents and agencies providing access to marketing system with templates, CRM integration, and supplier connections. Includes system access, support, and training.
2. Print and Production Services: Physical marketing materials including brochures, business cards, magazines, signage boards, DL advertising, door hangers, presentation folders. Revenue from per-unit print production.
3. Media Advertising Services: Newspaper and magazine advertising placement as an accredited media agency. Revenue from media booking fees and commissions from partnered publications (News Corp, Domain, Fairfax).
4. Signage and Installation: Signage production and installation services including corflute signs, illuminated boards, teardrop banners, A-frame signs. Revenue from product sales and installation fees.
5. Digital Advertising Creation: Digital banner creation for web and property portals, social media content creation. Revenue from design services and digital asset production.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Excel Australasia operates the Real Suite Marketing System, a cloud-based marketing platform for real estate professionals that consolidates print, signage, digital, social media, and media advertising booking into a single interface with CRM integration and connections to 300+ industry suppliers. The company also provides complementary print production, signage installation, and media advertising services to real estate agencies and franchises across Australia.

Product overview

Excel Australasia offers the Excel Marketing Solutions System (also referred to as the Real Suite Marketing System) — a unified platform-plus-modules architecture for real estate marketing across Australia and New Zealand. The core platform serves as a single-entry hub connecting CRM systems, 300+ industry suppliers, and multiple output channels. It bundles six product categories: (1) Media Advertising Modules for newspaper and magazine bookings via accredited partnerships with News Corp, Domain, and ACM; (2) Print Services covering brochures, magazines, business cards, DL ads, and festive materials with finishing/bindery options; (3) Signage/Boards including solar light boards, illuminated boards, corflute signs, teardrop banners, and professional installation with 24-48 hour turnaround; (4) Digital offerings encompassing Digital Magazines, Social Media Tiles for Facebook and Instagram, and Digital Banners for web portals; (5) Commercial-specific modules including Portfolio Magazine, Microsites, and Database Marketing; and (6) Training Services delivered via online learning, webinars, and recorded video. The platform manages over 28,000 artwork proofs daily and supports desktop, iPad, and iPhone access.

Differentiator

Problem solved

Functional benefit

Brands

• Brandcentral: Marketing system and technology brand serving real estate agents.
• FN Advertising
• Listexpress
• RealSuite
• Property Brochures

Products and services

• Real Suite Marketing System Cloud-based marketing platform for real estate professionals that integrates print, signage, digital, social media, and media advertising booking in a single interface, with CRM integration and access to 300+ industry suppliers.
• Print Production Services Production of printed marketing collateral for real estate agencies including brochures, flyers, and listing materials, with automated artwork processing of 28,000+ daily proofs.
• Signage Installation Services Installation of physical signage for real estate property listings and agency offices, delivered as part of an integrated marketing solution.
• Media Advertising Booking Media advertising booking service that places real estate property and brand campaigns through accredited media agency partnerships, accessible via the platform.

Quantifiable outcome

• Increase market recognition through consistent branding throughout all marketing channels
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• News CorpcoreStrategic or Co-development PartnerExcel is an accredited agency for News Corp nationally, enabling seamless newspaper advertising creation and booking for clients with access to preferential rates and streamlined submission processes.
• DomaincoreStrategic or Co-development PartnerAccredited Agency partnership with Domain nationally for real estate advertising modules and media placement services, providing clients with integrated advertising solutions.
• Fairfax MediacoreChannel Partner/ Reseller/ DistributorPartnership with Fairfax Media for local, state, national and international publication advertising through accredited agency status, enabling bespoke advertising modules for clients.
• Australian Community Media (ACM)minorChannel Partner/ Reseller/ DistributorPartnership for regional and local newspaper advertising across Australian Community Media publications.
• Commercial Real Estate (CRE)minorChannel Partner/ Reseller/ DistributorPartnership for commercial real estate advertising and publication services.
• Real Estate CRM ProviderscoreTechnology or IntegrationCRM integrations enabling seamless data transfer between customer systems and Excel's marketing platform, eliminating double data entry and improving accuracy for marketing campaign creation.
• Real Estate Industry Suppliers (300+)coreChannel Partner/ Reseller/ DistributorNetwork of over 300 industry suppliers connected through Excel's marketing system including brochures, signboards, flags, uniforms providers and other marketing material suppliers. System consolidates ordering from all suppliers through single platform.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Others

• Domain Group: Major Australian real estate portal and media business that is both a partner (Excel is an accredited agency for Domain advertising) and an adjacent ecosystem participant in real estate marketing services — relevant as both collaborator and potential competitive threat.

Broad incumbents

• Mailchimp: Established marketing automation and email platform used by SMBs including real estate agents — competes at the digital marketing and database marketing layer where Excel offers its own solutions, though much broader in scope and customer base.

Emerging players

• Canva: Self-service design platform with templated marketing materials including real estate social media tiles, brochures and signage — a substitute for Excel's automated artwork creation that is rapidly gaining traction with SMBs and individual agents.
• Adobe Express: Adobe's lightweight design and marketing content platform with templated collateral and brand-consistent asset creation — overlaps with Excel's templated marketing material capabilities for the same SMB marketing buyer.

Direct peers

• Cimpress (Vistaprint): Global mass-customization platform for printed marketing materials, signage and promotional products serving SMBs — overlapping with Excel's print, signage and templated marketing collateral offerings, though at much larger scale and broader verticals.
• ActivePipe: Real estate-specific marketing automation and CRM platform targeting agencies and agents — competes with Excel's digital modules and CRM-integrated marketing workflow for the same real estate vertical.
• Snap Marketing: Australian print, signage and marketing services business serving SMBs including real estate agents — directly comparable product mix (print, signage, design) within the same Australian geography.
• ListOnce: Australian real estate marketing platform that aggregates listings and offers digital marketing tools to agencies — a direct functional competitor to Excel's Real Suite platform for Australian real estate groups.
• BoxBrownie: Real estate marketing services company offering digital enhancements, virtual staging, floorplans, photography and marketing collateral to real estate agents globally — directly overlapping with Excel's marketing production services for the same customer base.

Regional players

• REI Forms / reiforms: Provider of marketing forms, brochures and templated materials to real estate agents in North America — comparable product set (templated print/digital marketing collateral) for the same vertical but serving a different geography than Excel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/excelaustralasia
• LinkedInau.linkedin.com/company/excel-australasia
• Instagraminstagram.com/excelaustralasia

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&A

Investments

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

Frequently asked questions about Excel Australasia