Edwards Windsor

What Edwards Windsor does

Edwards Windsor Pty Ltd is a Hobart-headquartered real estate services firm founded in May 1984 by Andrew Edwards and Robert Windsor, operating from Level 2, 89 Brisbane Street, Hobart. The firm provides an integrated platform of residential sales, residential and commercial asset (property) management, commercial sales and leasing, and tenant and landlord self-service across Greater Hobart and statewide Tasmania. It claims one of the largest residential rental portfolios in Greater Hobart and the largest commercial property portfolio under management in Tasmania, serving over 800 landlords.

The company is privately held, with current shareholders and directors Colin Fulton (Managing Director, with the firm since 1996) and Tim Johnstone (Director, with the firm since 1994), both of whom assumed leadership after the founders retired in 2003 and 2005 respectively. The firm employs 35+ personnel organized across residential sales, residential asset management, commercial asset management, administration, and marketing, and runs the registered Smartre™ Sale trademark for its risk-free residential sale method.

Revenue is generated through three primary streams: (i) commission-based fees on residential property sales via the Smartre Sale method (sellers pay nothing until settlement), (ii) recurring property management fees on 800+ residential rental properties and a statewide commercial portfolio covering retail, office, industrial and corporate assets, and (iii) commission-based commercial sales and leasing. Distribution is split between a single physical Hobart office for high-touch consultations and a self-serve digital layer (ewre.com.au, Tenant/Landlord portals, Buyers/Renters/Commercial Clubs, and iPropertyExpress virtual tours), supported by word-of-mouth referral and a 4.8 Google rating across 723 reviews. Technology infrastructure is built on conventional real estate SaaS — Manhattan CMS Property and REST Professional for commercial property management, LookAtMyProperty for tenant/landlord portals, and WordPress-based marketing — with no disclosed AI/ML, API platform, or proprietary models. Recent strategic activity centers on a 2023 merger with Kevin Jubb's local agency, formalization of business development via a new BDM role, and product extensions including The Smart Switch landlord migration service and a Short Stay accommodation offering.

Name

Edwards Windsor

Legal name

Edwards Windsor Pty Ltd

Website

https://ewre.com.au

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Edwards Windsor is a Hobart-based, privately held real estate agency founded in 1984, providing residential and commercial sales, leasing, and property management services to homeowners, tenants, and investors across Greater Hobart and Tasmania.

Ownership category

akta.pro rank

Product category

Real Estate Agency Services

NAICS

Offices of Real Estate Agents and Brokers (5312), Offices of Real Estate Agents and Brokers (531210), Real Estate Property Managers (53131), Nonresidential Property Managers (531312), Residential Property Managers (531311)

SIC

Real Estate Agents & Managers (For Others) (6531), Real Estate (6500), Operators Of Nonresidential Buildings (6512)

akta.pro primary industry

Commercial Real Estate Brokerage (Leasing & Sales) (FSAEAJAB)

akta.pro secondary industries

Property Management Advisory & Leasing Administration (FSAEAJAN), Buyer Representation Services (BPAJAAAJ), Real Estate Advisory & Consulting (Strategy, Portfolio & Location) (FSAEAJAH), Tenant Representation & Corporate Services Brokerage (BPAJABAJ), Real Estate Strategy & Portfolio Consulting (Corporate/Institutional) (BPAJANAB)

Keywords

• Residential property sales
• Commercial property management
• Residential asset management
• Real estate agency
• Property leasing services

Headquarters

HQ city

Hobart

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Property Sales: Commission-based revenue from residential property sales in the greater Hobart area using the Smartre Sale method. Sellers pay nothing until the property is sold.
2. Commercial Property Sales: Commission-based revenue from commercial property sales and leasing throughout Tasmania.
3. Residential Asset Management: Property management fees from managing one of Hobart's largest residential rental portfolios, serving over 800 landlords.
4. Commercial Asset Management: Property management fees for commercial, retail, industrial and corporate properties across Tasmania. Includes statewide service for private, institutional and corporate owners.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Edwards Windsor is a real estate agency providing residential and commercial property sales, leasing, and asset management services in Hobart and across Tasmania. The company manages one of the largest residential rental portfolios in Greater Hobart (serving 800+ landlords) and the largest commercial property portfolio under management in Tasmania for private, institutional, and corporate owners. Core offerings include The Smartre™ Sale method for residential sales, residential asset management, and statewide commercial asset management.

Product overview

Edwards Windsor is a real estate and property management company offering a platform of integrated services for residential and commercial property transactions and management. The core offerings include Residential Sales (via The Smartre™ Sale method), Residential Asset Management, and Commercial Asset Management. Supporting modules include The Smart Switch for agent switching, Buyers/Renters/Commercial Clubs for property alerts, Tenant and Landlord Portals for online access, and Short Stay accommodation management. The Smartre™ Sale is their proprietary sale methodology emphasizing negotiation strategy and risk-free marketing.

Differentiator

Problem solved

Functional benefit

Products and services

• The Smartre™ Sale A proprietary residential property sale method that uses integrated negotiation strategies, quality marketing, and evidence-based pricing to achieve the highest sale price within the seller's preferred timeframe with no financial risk (no upfront costs, no exit fees). Targeted at residential property sellers in Hobart.
• Residential Sales Residential property sales service for homes, units, apartments, and land in the Greater Hobart area, delivered through total risk-free marketing where owners pay nothing until the property is sold. Targeted at residential property sellers and buyers.
• Residential Asset Management Full-service residential rental property management covering tenant relations, maintenance coordination, rent collection, and property inspections for one of Hobart's largest residential rental portfolios. Targeted at residential property investors and landlords in Greater Hobart.
• Commercial Asset Management Statewide commercial property management covering commercial, retail, industrial, and corporate properties in Tasmania, including lease administration, financial reporting, and strata management. Manages the largest commercial property portfolio under management in Tasmania. Targeted at private, institutional, and corporate property owners.
• The Smart Switch Property management switching service that handles all documentation, tenant communication, and transition coordination when landlords move their property management to Edwards Windsor. Targeted at landlords currently with another agent.
• Short Stay Short-term accommodation management service for property owners, operated via hobartshortstay.com.au. Targeted at property owners seeking short-stay rental management.

Quantifiable outcome

• Guaranteed rent payment even if tenant falls into arrears
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Ray White: Largest real estate franchise network in Australia and New Zealand with extensive presence across Tasmania. Operates the same residential sales, leasing, and property management model at significantly greater scale; directly competitive in Hobart and statewide.
• Raine & Horne: National Australian real estate group with strong regional and commercial presence. Competes with Edwards Windsor in residential sales/leasing and commercial asset management, particularly in Tasmania.
• LJ Hooker: Long-established national real estate network offering residential and commercial sales, leasing, and property management across Australia, including Tasmania. Comparable service mix and franchise-based operating model.
• Belle Property: Premium Australian real estate brand offering residential sales, leasing, and property management with a strong Hobart presence. Comparable in service model, slightly more upmarket positioning.
• McGrath Estate Agents: National residential-focused agency with growing presence in regional Australia. Competes for high-end residential sales and management mandates in Hobart and broader Tasmania.
• Harcourts: Large international real estate franchise operating across Australia and New Zealand with residential and commercial capabilities. Directly competitive in the Hobart and Tasmanian markets.

Direct peers

• Knight Frank Australia: Global commercial real estate firm with an Australian presence including Tasmania, focused on commercial sales, leasing, and asset management. Closest large-scale direct competitor for Edwards Windser's statewide commercial portfolio.
• Elders Real Estate: Australian rural and regional real estate brand providing residential sales and property management across regional markets. Comparable regional franchise-style operating model.
• PRD Nationwide: Australian real estate franchise with regional focus, providing residential and commercial services. Comparable mid-tier positioning and service mix to Edwards Windsor.
• Roberts Real Estate: Tasmania-focused independent real estate agency with multiple offices across the state, offering residential and commercial sales and property management. Closest direct comparable in geography and scale to Edwards Windsor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Edwards_Windsor
• YouTubeyoutube.com/user/EdwardsWindsor
• Facebookfacebook.com/edwardswindsor
• Instagraminstagram.com/edwardswindsor1

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Edwards Windsor