Downsizing
Downsizing (Downsizing.com.au) is a privately held Australian online marketplace aggregating retirement villages, land lease communities, aged care, rentals, and senior shared-accommodation listings, monetized via tiered agent listing fees, display advertising, and enterprise packages for operators and developers.
- Company typePrivate
- Founded2003
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Downsizing does
Downsizing (Downsizing.com.au) is a privately held Australian online property marketplace headquartered in Sydney, focused exclusively on the over-50s downsizer and retirement-living segment. The platform aggregates listings across multiple product categories — retirement villages for sale, retirement rentals, land lease communities, aged care facilities, senior flatmate/shared accommodation, and premium developer inventory under its Premiere Projects tier — and pairs this inventory with an extensive editorial content library of regional guides, market intelligence reports (notably a six-part Land Lease Market Intelligence series), and news coverage.
The underlying technology is a property listing and search marketplace with filter-based discovery (region, price, bedrooms, facilities, support services, amenities), an email alert subscriber system that notifies consumers when matching listings are published, and SEO-optimized regional and suburb-level landing pages that span every Australian state and territory. Consumers access the platform free of charge; the business is monetized primarily on the supply side.
Downsizing makes money by selling tiered advertising and listing products to real estate agents, retirement village operators, aged care and home care providers, and developers. Individual agent listings are sold as 3-month packages at three price points (Standard AUD $750, Gold AUD $869, Platinum AUD $1,246), with higher tiers offering larger cover photos, priority search ranking, and branding differentiation. A self-service registration portal handles SMB listings, while a separate enterprise advertiser proposition serves multi-listing operators and developers. Display advertising and newsletter placements provide a secondary revenue stream from aged care and home care advertisers. Go-to-market is dual: direct-to-consumer via SEO, content marketing, and email/SEO channels, and sales-led via phone (1300 127 189) and email outreach to agents and operators.
Downsizing firmographics
Firmographics- Name
- Downsizing
- Legal name
- Downsizing
- Website
- https://downsizing.com.au
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Downsizing (Downsizing.com.au) is a privately held Australian online marketplace aggregating retirement villages, land lease communities, aged care, rentals, and senior shared-accommodation listings, monetized via tiered agent listing fees, display advertising, and enterprise packages for operators and developers.
- Ownership category
- akta.pro rank
Downsizing industry classification
Industry- Product category
- Retirement Property Marketplace
- akta.pro primary industry
- Moving, Downsizing & Estate Organizing (HSAFAKAG)
- akta.pro secondary industry
- Downsizing & Rightsizing Planning (HSAFAFAC)
Keywords
Where Downsizing is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Markets served
Downsizing business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Individual Property Listings: Real estate agents pay tiered fees (Standard $750, Gold $869, Platinum $1,246) to list individual retirement properties for 3 months. Listings include a full webpage, up to 10 photos, and automated email alerts to subscribers. Higher tiers offer priority ranking, larger cover photos, and branding strips.
- Display Advertising: Advertisers can purchase optional display ad placements prominently placed on main search pages or in newsletters to further promote listings. Third-party advertisers (aged care providers, retirement developers) run banner and sponsorship placements on the platform.
- Enterprise Advertising Products: Enterprise advertiser products for operators and developers requiring multiple listings or wide-ranging advertising options, as referenced in the enterprise advertisers page (proposals.downsizing.com.au).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard individual listing with essential features at base price |
| One time/ perpetual license | Pay-as-you-go | Gold listing with enhanced branding and visibility |
| One time/ perpetual license | Pay-as-you-go | Platinum listing with priority ranking and maximum exposure |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Downsizing product offering
Product offeringCore offering
Downsizing operates an online marketplace aggregating retirement property listings (sale, rent, land lease, aged care, and shared senior accommodation) across Australia for over-50s downsizers. The platform monetises through tiered advertising packages (Standard, Gold, Platinum) sold to real estate agents, and through enterprise display advertising sold to retirement village operators and aged care providers. Consumer access to property search is free, supported by an editorial library of regional guides, news, and market intelligence content.
Product overview
Downsizing is Australia's leading over 50s property website operating as a unified platform combining property listings, advertising services, and editorial content. The core offering includes property search for retirement villages and over-50s communities available for sale, rent, and land lease across Australia. The platform extends with premium Premiere Project listings and regional guides. For real estate agents and operators, three advertising tiers are offered: Standard ($750), Gold ($869), and Platinum ($1,246), providing escalating visibility through priority ranking, cover photo sizes, and promotional features. The ecosystem is supported by news editorial content covering retirement living trends and market intelligence.
Differentiator
Problem solved
Functional benefit
Products and services
- Standard Individual Listing
Quantifiable outcome
- More professionals list retirement properties on downsizing.com.au than any other platform in Australia
Companies that use Downsizing
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Downsizing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Downsizing partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Downsizing competitors and assessment
Company assessmentBroad incumbents
- Eureka Report: Investor and retirement-focused financial news site with a sizeable over-50 audience, representing an adjacent incumbent that could broaden into retirement property recommendations and listings.
- My Aged Care: Australian Government aged care portal providing official information and service finders. While not a commercial competitor, it sets the baseline consumer expectation for aged care discovery that Downsizing's aged care section must meet.
- REA Group (realestate.com.au): Australia's largest residential property portal. Represents the primary competitive threat if it deepens retirement/land lease vertical capabilities, leveraging unmatched consumer traffic and agent relationships.
- Domain Group: Major Australian property listings platform. Potential competitive threat if it expands dedicated retirement and over-50s content and advertising products, leveraging its broad consumer base.
Direct peers
- Retirement Living: Australian retirement village and over-50s property listing site covering sales, rentals, and aged care, addressing the same consumer and operator segments as Downsizing.
- Seniors Housing Online: Direct competitor operating an Australian retirement living property listing platform with similar search, filters, and regional guides. Image and content infrastructure overlap with Downsizing suggests very close category positioning.
- Aged Care Guide: Directory and information site for aged care and retirement living options across Australia, overlapping with Downsizing's aged care and home care content and operator advertising inventory.
- LivingChoices: Australian property marketplace aggregating retirement, residential, and land lease communities. Competes for the same listing supply and downsizer demand with comparable SEO-led content strategy.
Emerging players
- Starts at 60 (The Upside): Large Australian media and community platform for over-60s that has expanded into retirement living content and recommendations; reaches the same audience with a content/community-led model rather than pure listings.
- Canstar: Australian financial comparison site with a growing retirement and aged care comparison footprint, representing an emerging adjacency that could enter the over-50s property comparison space.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Downsizing social profiles
Digital presenceDownsizing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Downsizing leadership team
Management profileNumber of profiles
Downsizing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Downsizing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Downsizing
What does Downsizing do?
Downsizing operates an online marketplace aggregating retirement property listings (sale, rent, land lease, aged care, and shared senior accommodation) across Australia for over-50s downsizers. The platform monetises through tiered advertising packages (Standard, Gold, Platinum) sold to real estate agents, and through enterprise display advertising sold to retirement village operators and aged care providers. Consumer access to property search is free, supported by an editorial library of regional guides, news, and market intelligence content.
Is Downsizing a public or private company?
Downsizing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Downsizing founded?
Downsizing was founded in 2003. It employs 11 to 50 people.
Where is Downsizing based?
Downsizing is headquartered in Sydney, Australia, in the Oceania region.
How does Downsizing make money?
Three revenue lines are on record. Individual Property Listings are the primary driver. The others are display Advertising and enterprise Advertising Products.
Who are Downsizing's main competitors?
Broad incumbents on record are Eureka Report, My Aged Care, REA Group (realestate.com.au) and Domain Group. Direct peers are Retirement Living, Seniors Housing Online, Aged Care Guide and LivingChoices. Emerging players are Starts at 60 (The Upside) and Canstar.
Does Downsizing have an API?
No public API is recorded for Downsizing.
What industry is Downsizing in?
Downsizing's product category is Retirement Property Marketplace. Its primary akta.pro industry code is HSAFAKAG, Moving, Downsizing & Estate Organizing, with a secondary code of HSAFAFAC, Downsizing & Rightsizing Planning.