Henson Properties

What Henson Properties does

Henson Properties is a privately-held Australian real estate firm established in 1984 and headquartered at Suite 108, 368 Sussex Street, Sydney. It positions itself as the first full-service real estate agency in Australia dedicated to Asian purchasers, providing property sales, project marketing, project management, leasing, and financial analysis advisory across residential, office, retail, and commercial assets. The business is relationship-driven rather than technology-driven: there is no disclosed proprietary platform, app, or API, and growth has been built on personal networks, seminars and exhibitions across the Asia Pacific, and a database of 10,000+ high net worth clients built across four decades and successive Asian migration waves (Hong Kong, Taiwanese, Indonesian, mainland Chinese).

The firm's revenue model is transaction-fee based, supplemented by managed services for leasing and day-to-day property management. On the supply side, Henson was the first agency for major Australian developers including Meriton, Toga, Billbergia, Mirvac, and Australand (now Fraser), giving it privileged access to premium project marketing mandates; its record $52 million "Altona" sale in 2013 demonstrates top-of-market transaction capability. Distribution is anchored by 100+ private marketing channels and an international office footprint spanning Sydney, Hong Kong, New York, Singapore, and London. On the buy side, the firm cultivates referrals and co-marketing alliances with Bank of China, Bank of Melbourne, Pelligra Group, Gilbert & Tobin, and Moray & Agnew, forming a multi-sided network between developers, financiers, legal advisors, and HNW buyers. The company operates as a founder-led firm under Principal and Licensee-in-charge Raymond Chan, who has run the business since 1981 and received the 1992 Courvoisier Award for Excellence in Commerce.

Name

Henson Properties

Legal name

Henson Properties

Website

https://henson.com.au

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Founded in 1984, Henson Properties is a Sydney-based, privately-held real estate firm specializing in property sales, marketing, leasing, and project management for Asian high net worth purchasers of Australian assets. It operates five international offices and serves major Australian developers.

Ownership category

akta.pro rank

Product category

Real Estate Services

NAICS

Offices of Real Estate Agents and Brokers (53121), Real Estate Property Managers (53131)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

New Development & Project Marketing (Pre-Construction Sales) (FSAEAJAE), Property Management Advisory & Leasing Administration (FSAEAJAN), Closing Coordination & Transaction Management (Broker/Agent Support) (BPAJAOAH)

Keywords

• International property sales
• Project marketing services
• Property management leasing
• Real estate consultancy
• Luxury property advisory

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Property Sales: Transaction-based property sales for residential, office, retail, and commercial assets. The company facilitates property transactions for international Asian purchasers in the Australian market.
2. Project Marketing: Marketing services for property development projects, working with major Australian developers including Meriton, Toga, Billbergia, Mirvac, and Australand.
3. Project Management: End-to-end project management services for property developments.
4. Property Management and Leasing: Comprehensive property management and leasing services for investment properties, providing day-to-day management for clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Henson Properties is a full-service real estate firm specializing in property sales, marketing, management, and consultancy services for Asian purchasers investing in Australian real estate. The firm also serves as the first international sales and marketing agency for major Australian developers, providing project marketing, project management, leasing, and property financial analysis advisory. Operations span five offices across Sydney, Hong Kong, New York, Singapore, and London, supported by a database of 10,000+ high-net-worth clients.

Product overview

Henson Properties operates as a full-service real estate firm offering an integrated suite of services centered on property sales, marketing, and management. The core product portfolio includes Property Sales, Property Expo, Project Management, Project Marketing, and Leasing Department Services, all supported by property financial analysis advisory. The company specializes in serving Asian purchasers and international investors, leveraging relationships with Australia's top property economists and a network of over 100 private marketing channels to reach 10,000+ high net worth clients across multiple global locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Sales Comprehensive real estate sales services covering residential, office, retail, and commercial assets, leveraging up-to-date market expertise to identify optimal investment opportunities for Asian and international clients.
• Property Expo Exhibition and seminar services conducted across the Asia Pacific region to showcase property investment opportunities to high-net-worth clients.
• Project Management End-to-end project management services for real estate development and investment initiatives.
• Project Marketing International sales and marketing services for property developers, including access to 100+ private marketing channels and a database of 10,000+ high-net-worth clients.
• Leasing Department Services Comprehensive property management services handling day-to-day operations of investment properties, allowing clients to focus on high-profit activities while ensuring optimal asset growth.
• Property Financial Analysis In-depth analysis of property financials provided in partnership with Australia's top property economist, offering data-driven investment advice.

Quantifiable outcome

• Record sale of $52 million achieved in 2013 for 'Altona' property

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Bank of ChinacoreGTM or Marketing PartnerBanking partner providing financial services and referrals for property transactions. Bank of China has operations across Australia supporting international property buyers.
• Bank of MelbourneminorGTM or Marketing PartnerBanking partner for property financing services and potential referrals to property investors.
• Pelligra GroupminorStrategic or Co-development PartnerStrategic partnership for property development and investment opportunities.
• Gilbert & TobinminorImplementation/ SI/ Consulting PartnerLegal services partner providing legal advice and support for property transactions and corporate matters.
• Moray & AgnewminorImplementation/ SI/ Consulting PartnerLegal services partner providing insurance and legal risk management for property transactions.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Others

• Domain Group: Australian property listings platform and adjacent services business providing digital access to property data, listings, and agent-matching — adjacent ecosystem participant that influences buyer discovery and brokerage economics.

Broad incumbents

• McGrath Estate Agents: Major Australian residential real estate network with strong Sydney presence and Asian-marketing programs; competes in the same premium Sydney suburbs and serves an overlapping Asian-buyer client base.
• Knight Frank (Australia): International real estate advisory firm with significant Asia-Pacific presence, providing residential sales and project marketing services that overlap with Henson's cross-border brokerage and advisory offerings.
• Ray White (International): Largest Australian real estate network with established Asian-buyer programs and project marketing capabilities; competes for both developer mandates and Asian HNW buyer representation in Sydney.
• CBRE Residential (Australia): Global real estate services firm providing project marketing and residential sales in Australia, including Asian-buyer facing initiatives, competing for the same premium project marketing mandates.
• Sotheby's International Realty (Australia affiliate): Global luxury real estate network with Australian affiliates servicing international HNW buyers; competes for the same cross-border Asian premium buyer segment but operates a much broader global portfolio.
• JLL (Jones Lang LaSalle) Residential: Global real estate services firm with an Australian residential and project-marketing arm servicing international investors in Sydney premium markets, overlapping Henson's project marketing and investment advisory work.

Direct peers

• Plus Agency: Australian real estate agency focused on international and Asian buyers of Sydney property, providing off-market sales, project marketing, and advisory — directly overlapping Henson's niche.
• Black Diamondz: Australian luxury real estate agency specializing in serving Asian (particularly Chinese) HNW buyers and investors in Sydney, with a similar cross-border brokerage and project marketing model targeting the same Asian-purchaser niche.

Regional players

• Marshall White: Premium Australian (Melbourne-focused) residential real estate agency with international Asian buyer programs; comparable premium-brokerage positioning but primarily Melbourne rather than Sydney.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

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 Henson Properties