First National Real Estate Charles L King & Co

What First National Real Estate Charles L King & Co does

First National Real Estate Charles L King & Co is a privately held, full-service regional real estate agency headquartered at 172 Hare Street in Echuca, Victoria, Australia, operating continuously since 1911 as a franchisee of the First National Real Estate network. The company serves the cross-border Echuca Moama catchment spanning Regional Victoria and Regional New South Wales, providing residential and commercial property sales, auctions, rental and property management services, and land sales through its own development projects at Maidens Green Estate and The Range Estate in Moama. Its customer base is entirely retail — individual buyers, sellers, landlords, tenants, and small-scale property investors — and revenue is generated on a commission basis (typically 2–3% of sale price for residential transactions) supplemented by recurring property management fees and lump-sum land sale commissions.

The business is structured as a sales-led agency rather than a technology platform: there is no proprietary software product, no AI or data asset, and no mobile application. GTM is executed through a network of licensed estate agents operating from a single physical office, supported by a website (clk.com.au), syndicated listings on realestate.com.au, an active YouTube and Meta social media presence managed via Meta Business Suite, and a content/blog funnel. Distribution relies on First National's national brand and awards infrastructure, local community engagement (including the Beyond Blue Long Lunch for Mental Health), and a long-tenured leadership team led by Managing Director Gary Wood (35+ years, fifth-generation family directorship) and Director Troy O'Brien (since 2014, multiple national First National sales awards).

From a competitive positioning standpoint, the firm is recognized as selling more properties than any other First National office in Australia and New Zealand, won 20 awards at the 2025 First National Victoria and Tasmania State Awards, and is a 2025 REIV Awards for Excellence finalist in two categories. Ownership remains with the King family (via Gary Wood) and Troy O'Brien as joint partner; no external institutional investment is indicated.

Name

First National Real Estate Charles L King & Co

Legal name

Charles L King & Co First National

Website

https://clk.com.au

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

11–50 employees

Short description

First National Real Estate Charles L King & Co is a privately held, full-service regional real estate agency founded in 1911 in Echuca, Australia, serving residential and commercial buyers, sellers, landlords, and tenants across the cross-border Echuca Moama region as a First National franchisee.

Ownership category

akta.pro rank

Product category

Real Estate Agency Services

NAICS

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

SIC

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

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

New Construction & Builder Sales (BPAJAAAB), Transitional/Development Land Brokerage (Entitled, In-Path-of-Growth) (BPAJADAJ), Healthcare & Medical Office Property Management (BPAJAGAF)

Keywords

• Residential property sales
• Commercial property sales
• Property management
• Real estate auctions
• Land development sales

Headquarters

HQ city

Echuca

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Residential Property Sales Commission: Commission-based revenue from residential property sales, typically calculated as a percentage of the sale price. Agents and the agency earn commissions upon successful settlement of properties sold.
2. Commercial Property Sales and Leasing: Revenue from commercial property sales and leasing transactions, including retail, office, industrial and warehouse properties.
3. Property Management: Ongoing property management fees from managing rental properties for landlords, including tenant placement and ongoing management services.
4. Land Sales: Commission revenue from land sales in residential developments including Maidens Green and The Range estates.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

First National Real Estate Charles L King & Co is a regional full-service real estate agency in the Echuca Moama region, brokering residential and commercial property sales, conducting property auctions, providing rental property management for landlords, listing rental properties for tenants, and selling land allotments in residential developments including the Maidens Green and The Range estates in Moama, NSW.

Product overview

First National Real Estate Charles L King & Co is a full-service real estate agency operating since 1911 in the Echuca Moama region. The company operates as a unified service offering rather than a platform-plus-modules architecture. Its core portfolio comprises: Residential Property Sales (primary residential buying/selling), Commercial Property Sales (retail, office, industrial), Land Developments (Maidens Green Estate and The Range Estate subdivisions), Property Management (rental management for landlords), Auctions (auction-based property sales), and Rental Services (tenant placement). The products function as an integrated service offering under the First National brand, with the company serving as the local franchise operator.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Property Sales Full-service residential real estate sales offering across the Echuca Moama region, including property listings, buyer representation, open-for-inspection and auction coordination, negotiation, and end-to-end transaction support from listing through settlement. Target customers are home buyers, sellers, investors, and lifestyle movers in the regional market.
• Commercial Property Sales Commercial real estate sales and leasing covering retail, office, industrial, and warehouse properties in the Echuca Moama region, as well as business-for-sale listings. Targeted at business owners, commercial property investors, and tenants seeking commercial premises.
• Property Management Ongoing property management service for landlords of rental properties in the Echuca Moama region, including tenant placement, tenant screening, rent collection, routine property inspections, maintenance coordination, and financial reporting. Property management fees are typically charged as a percentage of weekly rent collected, billed monthly.
• Real Estate Auctions Auction-based sales of residential and commercial properties in the Echuca Moama region, with scheduled auction events and bidder coordination handled by the agency's licensed auctioneers, including Gary Wood and Troy O'Brien.
• Rental Services (Tenant Placement and Leasing) Residential and commercial rental property listing and leasing services in the Echuca Moama region, including tenant screening, lease coordination, and integration with the agency's property management service.
• Maidens Green Estate (Land Sales Project) Sale of titled and untitled residential land allotments in the Maidens Green Estate in Moama, NSW, featuring town services, natural gas, and bushland outlooks across multiple stages. Targeted at home builders and lifestyle buyers.
• The Range Estate (Land Sales Project) Sale of residential land allotments at The Range Estate in Moama, NSW, with all town services including underground power, NBN, natural gas, and filtered water. Targeted at home builders and lifestyle buyers.

Quantifiable outcome

• Recognised as the top-performing First National office in Australia and New Zealand for property sales volume
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• First National Real EstatecoreChannel Partner/ Reseller/ DistributorCLK operates as a First National Real Estate franchisee, benefiting from the national brand, marketing support, training programs, technology platforms, and referral networks. This franchise relationship is central to their operations and provides access to national awards programs, industry recognition, and brand credibility while maintaining local ownership and management.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Raine & Horne: Long-established Australian real estate network (founded 1883) with residential, commercial, rural, and property management services across metro and regional markets. Comparable to CLK in heritage franchise positioning and diversified service offering.
• Ray White: One of Australasia's largest real estate franchise groups, with extensive regional and metro presence and full-service residential, commercial, and property management offerings. Directly comparable to CLK's First National franchise model and service mix.
• McGrath Estate Agents: Large Australian residential real estate agency network with a strong sales-led model and franchise-style offices across metropolitan and regional markets. Comparable to CLK as a sales-led residential brokerage, though operating at much larger scale and primarily metro-focused.
• LJ Hooker: Major Australian real estate franchise network providing residential sales, commercial, property management, and auction services. Comparable to CLK in franchise structure, full-service offering, and regional/metro footprint.
• Harcourts: International real estate franchise group with significant Australia and New Zealand operations spanning residential, commercial, rural, and property management. Highly comparable to First National/CLK's franchise model and service portfolio.

Regional players

• Elders Real Estate: Real estate arm of rural services group Elders, focused on regional and rural Australian property sales including residential, lifestyle, and agricultural holdings. Comparable to CLK in regional Australian property focus, though with stronger rural/agricultural orientation.

Direct peers

• Belle Property: Premium Australian residential real estate brand operating through a franchise network with sales, property management, and project marketing services. Comparable to CLK as a franchise-based residential agency with full-service capabilities.
• Stockdale & Leggo: Australian real estate franchise group with strong regional Victorian presence offering residential sales, commercial, and property management. Closely comparable to CLK's regional Victorian franchise model and service mix.
• Professionals Real Estate: Australian and New Zealand real estate franchise group with strong regional presence offering residential sales, commercial, property management, and auction services. Comparable to CLK's franchise model, regional footprint, and full-service offerings.
• Barry Plant: Australian real estate franchise group with strong Victorian and regional presence, offering residential sales, property management, and auctions. Closely comparable to CLK in regional Victorian positioning, franchise-led model, and service breadth.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@clkechuca/videos
• Facebookfacebook.com/charleslking.echuca
• LinkedInlinkedin.com/company/charles-l-king-and-co-first-national-real-estate

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 First National Real Estate Charles L King & Co