Whitefox Real Estate

What Whitefox Real Estate does

WHITEFOX Real Estate is a privately owned, non-franchised boutique real estate agency founded in Melbourne in 2017 by Marty Fox and Charlotte Fox. The firm operates 20+ interconnected offices across metropolitan Australia (Victoria, New South Wales, Queensland, Western Australia, South Australia), New Zealand (Auckland, Queenstown, Wanaka, Christchurch, Dunedin), and the UAE (Dubai), with Toorak, VIC as headquarters. It serves high-net-worth buyers and sellers in the luxury residential segment through four service lines: core residential sales and property management, the WHITEFOX Projects division providing end-to-end project sales and marketing for property developers (with over $3B in new development overseen), WHITEFOX Advocacy offering exclusive buyer representation, and content assets including the WTF and With The Fox podcasts.

The company's go-to-market is a sales-led model anchored on in-house digital-first marketing — including signature video production, social media content, and a centralised agent database that enables cross-office collaboration. Revenue derives from three streams: transaction commissions on residential property sales (traditional agency model), professional services fees from project sales and marketing for developers, and recurring fees from the buyer advocacy service. Reported scale figures include $5B+ in property transacted since 2017, 2,882 sold listings on the website, 54.9M social views in 2025, and a $1B+ Projects pipeline across the Eastern seaboard.

WHITEFOX is privately held with the Fox family occupying the principal ownership and operating roles (Founder & CEO, Co-Founder, CMO, Head of Production); no institutional investors, private equity backers, or parent company are identified. The current leadership team of approximately 115-125 people spans four countries and combines licensed real estate agents with an integrated production, marketing, and finance function.

Name

Whitefox Real Estate

Legal name

WHITEFOX Real Estate

Website

https://whitefoxrealestate.com.au

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

WHITEFOX is a privately owned, non-franchised boutique real estate agency operating 20+ offices across Australia, New Zealand, and Dubai, serving luxury residential buyers and sellers through digital-first marketing, a dedicated Projects division for developers, and a buyer advocacy service.

Ownership category

akta.pro rank

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices20 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Property Sales Commission: Traditional real estate commission on residential property sales across Australia and New Zealand markets.
2. Project Sales and Marketing: End-to-end project sales and marketing for developers, from concept to completion. Team delivers over $1 billion of new development in pipeline across Eastern seaboard.
3. Buyers Advocacy: Exclusive buyer advocacy services working in clients' corner to search, appraise, and negotiate on their behalf.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

WHITEFOX is a non-franchised, privately owned boutique real estate agency providing luxury residential property buying, selling, and auction services across Australia, New Zealand, and Dubai. It also operates WHITEFOX Projects for end-to-end new development sales and marketing for property developers, and WHITEFOX Advocacy for exclusive buyer representation. The business combines in-house digital marketing and signature video production with an interconnected network of 20+ offices.

Product overview

WHITEFOX Real Estate is a non-franchised, privately owned boutique real estate agency founded in Melbourne in 2017. The company operates a multi-offering platform spanning core real estate sales and property management through 20+ offices across Australia, New Zealand, and Dubai. The product portfolio consists of four main service lines: (1) WHITEFOX Real Estate — the core residential and commercial property buying/selling service; (2) WHITEFOX Projects — a dedicated project sales and marketing division handling new development launches from planning to completion across the Eastern Seaboard, representing over $3 billion in new development; (3) WHITEFOX Advocacy — a buyers advocacy service providing exclusive buyer representation; and (4) Sell With Us — the property selling service leveraging digital-first marketing. Additionally, WHITEFOX operates content media properties including the WTF Podcast and With The Fox Podcast. The Projects division currently markets 14 named developments across Queensland, Victoria, and NSW including Côte Palm Beach, Eade Byron Bay, Enclave Broadbeach, Heirloom Kangaroo Point, One Toorak Place, R.Evolution South Melbourne, and The Gallery Brisbane.

Differentiator

Problem solved

Functional benefit

Products and services

• WHITEFOX Real Estate (Residential Property Sales) Full-service residential real estate agency offering property buying, selling, auctions, and listings across metropolitan Australia, New Zealand, and Dubai through 20+ offices. Services include property listing, marketing, sales, and auctions for luxury residential properties.
• WHITEFOX Projects Project sales and marketing division specializing in new development launches, providing end-to-end strategy from concept to completion for property developers. Partners with developers on luxury residential and mixed-use projects and has overseen over $3 billion in new development real estate.
• WHITEFOX Advocacy (Buyers Advocacy) Buyer representation service where advocates work exclusively for buyers to search, appraise, and negotiate property purchases on their behalf, providing access to off-market opportunities and managing competitive auctions.
• Sell With Us Property selling service for vendors leveraging WHITEFOX's digital marketing strategy, expansive agent network, and data-driven insights to maximize property visibility, engagement, and sale outcomes.

Quantifiable outcome

• $5B+ transacted since 2017
• +5 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, secondary and minor.

• Steer DevelopmentscoreStrategic or Co-development PartnerDeveloper partner for Côte Palm Beach project - an exclusive collection of 17 half-floor beachfront residences designed by DKO Architecture in collaboration with Plus Architecture.
• GRAYAcoreStrategic or Co-development PartnerKey developer partner for multiple projects including Horizon (Scarborough), Rocabella (Mermaid Beach), York (New Farm), and The Gallery (Hamilton) - GRAYA's first mixed-use precinct.
• GurnercoreStrategic or Co-development PartnerLong-standing partnership since 2019 commencing with landmark St Moritz project. Developer partner for luxury developments.
• PQDsecondaryStrategic or Co-development PartnerDeveloper for Kooyongkoot project - 18 architecturally designed residences in Hawthorn combining resort style amenity with timeless design.
• Orchard PipercoreStrategic or Co-development PartnerDeveloper of One Toorak Place - Melbourne's first fully-serviced residences setting a new benchmark in Toorak.
• DKO ArchitecturecoreTechnology or IntegrationArchitecture firm collaborating on Côte Palm Beach project with Plus Architecture.
• Alexander & Co.secondaryTechnology or IntegrationInterior design firm for Eade Byron Bay project - refined interiors for 25 absolute beachfront residences.
• National Australia BankminorGTM or Marketing PartnerFeatured in NAB's Business newsletter discussing the WHITEFOX story and marketing approach.

Scale indicators17 records

Recent moves15 records

Expansion highlights5 records

Broad incumbents

• Ray White: Ray White is the largest real estate group in Australasia with a vast franchised network spanning residential, commercial, and project sales. A broad incumbent that competes with Whitefox across all price points, particularly in the luxury segment where it operates dedicated prestige teams.
• Savills: Savills is a global real estate services firm with residential, commercial, and project advisory capabilities. Comparable in serving ultra-high-net-worth clients, cross-border luxury transactions, and developer project mandates — but as a broad incumbent rather than a luxury boutique specialist.
• LJ Hooker: LJ Hooker is one of Australia's most established real estate networks with broad franchise coverage across residential, commercial, and project marketing. A broad incumbent that competes on local market depth and agent scale rather than luxury specialisation.
• Sotheby's International Realty: Sotheby's International Realty is a global luxury real estate network with affiliate offices in Australia (including Sydney, Melbourne, Gold Coast). Directly competes for ultra-luxury vendors and cross-border luxury buyers, with the global brand advantage Whitefox is building.

Direct peers

• Cohen Handler: Cohen Handler is a Sydney-based buyer advocacy and real estate agency focused on the prestige market. Directly comparable in targeting high-net-worth buyers, premium commission-based fee structure, and the buyer advocacy service line that Whitefox has replicated.
• Marshall White: Marshall White is Australia's leading luxury real estate agency, operating across Melbourne's most prestigious suburbs (Toorak, Brighton, South Yarra) — directly overlapping Whitefox's core luxury footprint. Both compete for the same high-net-worth vendor and buyer pool with boutique, high-touch service models.
• Kay & Burton: Kay & Burton is a heritage Melbourne luxury real estate agency operating across South Yarra, Toorak, Brighton, and the Mornington Peninsula. Directly comparable boutique luxury peer competing in Whitefox's flagship Melbourne suburbs.
• Belle Property: Belle Property is an Australian boutique real estate network with a premium/lifestyle brand positioning, operating across metropolitan markets with a mix of company-owned and franchised offices. Comparable to Whitefox in target segment, premium branding, and eastern seaboard presence.
• Black Diamondz: Black Diamondz is a Sydney-based luxury real estate agency specialising in prestige homes and off-market opportunities. Directly comparable in luxury positioning, founder-led brand, digital marketing emphasis, and project marketing for high-end developers.
• McGrath Estate Agents: McGrath is a publicly listed Australian boutique real estate brand focused on premium residential markets across NSW and other eastern seaboard locations. Directly comparable in target customer (luxury vendors and buyers), geographic overlap, and premium positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLhMbLvyXthnoL67Fi3KicBI0k9QZOAXA9
• LinkedInlinkedin.com/company/whitefoxrealestate
• Instagraminstagram.com/whitefoxrealestate

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Whitefox Real Estate