Location property group

What Location property group does

Location Property Group is a privately held, boutique real estate agency headquartered at WOTSO Cremorne, 237 Military Road, Cremorne NSW, serving Sydney's Lower North Shore and adjacent suburbs. The firm operates with a 3-4 person team led by founder and director Ajay Valanju, supported by senior property manager Leda Ahmadzai and property officer Davina Innasi, and positions itself as a partner in wealth creation for individual property buyers and investors rather than as a high-volume transaction broker.

The agency runs three core service lines: property sales (residential and off-the-plan), property management (tenant screening, rent collection, routine inspections, maintenance coordination), and property development marketing for new developments. The operating stack is built entirely on third-party SaaS rather than proprietary technology: Property Me handles property management workflows, Property Space enables online inspections, Rex Websites powers the public site, and 1Form, Domain and realestate.com.au are used for tenant applications and listing distribution. There are no in-house AI/ML capabilities, no proprietary models, no app, and no API; digital differentiators are limited to mobile-friendly inspection tooling and an SEO-driven listings platform with filters by suburb, price, beds, baths and parking.

Revenue is generated through three mechanisms: commission-based sales (transaction fees), recurring property management fees to landlords, and project-based developer marketing fees. Pricing is not publicly disclosed. Distribution is sales-led through the founding team and supported by a referral ecosystem of stylists, conveyancers, mortgage brokers, accountants, financial planners and trade contractors. Customer concentration is high, with all named client relationships being individual SMB investors, tenants and landlords. Geographic reach is primarily NSW with extension into Victoria via a partnership with Melbourne-based Beller Property Management.

Name

Location property group

Legal name

Location Property Group

Website

https://locationpg.com.au

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Real Estate Agency Services

NAICS

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

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

akta.pro secondary industries

Seller Representation & Listing Services (BPAJAAAK), Residential Real Estate Asset Management (BPAJAMAA)

Keywords

• Residential property sales
• Property management services
• Real estate agency
• Property development marketing
• Rental property services

Headquarters

HQ city

Saint Leonards

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Property Sales: Commission-based property sales services for residential properties, including regular sales and off-the-plan properties.
2. Property Management: Ongoing property management services including tenant screening, rent collection, maintenance coordination, and routine inspections.
3. Property Development Marketing: Marketing services for property developers selling new developments and off-the-plan properties.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Location Property Group is a boutique real estate agency providing residential property sales, ongoing property management for landlords, and marketing services for property developers selling off-the-plan and new developments, primarily across Sydney's Lower North Shore with partner coverage in Melbourne and other Australian cities.

Product overview

Location Property Group is a boutique real estate agency offering three core services: Property Sales, Property Management Sydney, and Property Development Marketing. The company operates a Property Search Platform as its primary digital product, allowing clients to search for residential properties for sale and rent across Sydney suburbs. Additional services include Market Appraisal and Property Management Appraisal for landlords and sellers. The agency also provides educational content through its blog and podcast series covering topics such as property investment strategies, first home buyer schemes, and negative gearing.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Sales Traditional residential real estate sales service for Sydney's Lower North Shore, including investment properties and off-the-plan purchases, structured around a commission-based transaction.
• Property Management Sydney Comprehensive property management service for landlords including tenant screening, rent collection, routine inspections, maintenance coordination, and property marketing, delivered via the Property Me platform with monthly recurring fees.
• Property Development Marketing Specialized marketing and sales service for property developers selling off-the-plan properties and new developments in Sydney.
• Market Appraisal Property valuation and market analysis service for prospective sellers and investors, accessed via the sales appraisal contact form.
• Property Management Appraisal Rental appraisal service for landlords to determine appropriate rental pricing for their investment properties, accessed via the rental appraisal contact form.

Quantifiable outcome

• Achieved property sale in 3 months with furnished presentation

Named customers6 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

Integration5 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered minor and core.

• Benton Asset Management (Tony Chiu)minorImplementation/ SI/ Consulting Partner · 22 January 2019Certified Financial Planner based in Chatswood, Sydney providing balanced financial planning aligned with property investment strategies.
• AIT Building ConstructionsminorImplementation/ SI/ Consulting Partner · 5 January 2019Handyman and carpenter services based in Roseville Chase on Sydney's North Shore, providing maintenance and renovation services for 6 years.
• Sydney AccountantminorImplementation/ SI/ Consulting Partner · 21 December 2018Accountant partner providing financial guidance for property transactions and investment strategies.
• Astute Finance (Kin Fei Chan)minorImplementation/ SI/ Consulting Partner · 14 December 2018Mortgage broker based in Cairns, North Queensland providing financing solutions for property purchases.
• The Styling House (Jeanine Michel)coreStrategic or Co-development Partner · 7 December 2018Sydney-based property styling service using furniture and props to enhance property presentations. Styled units up to 5-bedroom houses with typical campaigns lasting 6-12 weeks.
• Rennick & Gaynor Solicitors (Desmond Khoo)coreImplementation/ SI/ Consulting Partner · 30 November 2018Property conveyancing partner in Melbourne with expertise in developer contracts, off-the-plan purchases, and overseas buyer transactions. Helped negotiate settlement delays saving clients approximately $3k in penalty fees.
• Beller Property ManagementcoreStrategic or Co-development Partner · 23 November 2018Melbourne-based property management partner handling client properties in Victoria when Location Property Group's services extend beyond NSW.
• BlueTongue HomesminorStrategic or Co-development PartnerProperty developer offering properties suitable for first home buyer schemes, including example property in Gregory Hills NSW priced at $585,000.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Raine & Horne: Long-established Australian real estate network offering residential, commercial, and rural property services and property management. Comparable service mix to Location Property Group but with broader geographic and segment coverage.
• Ray White: One of Australia's largest real estate franchise networks offering residential sales, property management, and project marketing across all major cities. Competes with Location Property Group across the full Sydney market but at a much larger scale and broader geographic reach.
• Sotheby's International Realty (Australia): Luxury-segment real estate brand operating in Sydney's premium suburbs including the Lower North Shore. Comparable to Location Property Group's high-end submarket focus, but with global brand recognition and significantly higher price points.
• LJ Hooker: Major Australian real estate franchise with national coverage of residential sales, property management, and project marketing. Overlaps with Location Property Group in core services but operates at significantly larger scale through a franchise model.

Direct peers

• McGrath Estate Agents: Leading Sydney-based residential real estate agency focused on sales, property management, and project marketing. Directly comparable to Location Property Group in service mix, with substantially greater scale and geographic footprint across Sydney's premium eastern and lower north shore suburbs.
• Richardson & Wrench: Established Sydney residential real estate agency offering sales, leasing, and property management. Comparable to Location Property Group in geographic focus (Sydney metro) and service offering, including investment property expertise.
• Starr Partners: NSW-based real estate agency group providing residential sales, property management, and project marketing services. Comparable in mid-market boutique positioning and in serving Sydney's North Shore and surrounding suburbs.
• Belle Property: Australia-wide boutique-leaning residential real estate brand with strong Sydney presence in premium suburbs. Similar services (sales, property management, project marketing) and similar positioning to Location Property Group, but operating through a national franchise network.
• Cobden & Hayson: Sydney-focused independent agency offering residential sales, property management, and project marketing. Comparable to Location Property Group in boutique, owner-operated service model and North Shore market presence.

Emerging players

• Purplebricks Australia: Online-led real estate agency offering flat-fee sales and property management services in Australia. Competes with Location Property Group's mid-market home seller segment through a digital-first, lower-cost model that pressures traditional boutique commissions.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC4X94OMNP3VJk08rvQC5O9Q
• Facebookfacebook.com/LocationPropertyGroup
• LinkedInlinkedin.com/company/location-property-group
• Instagraminstagram.com/locationpg

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Location property group