Wayland Group

What Wayland Group does

Wayland Group is a privately held, full-service Australian real estate services firm founded in 2011 and headquartered in South Melbourne, Victoria. The company operates as a property investment agency connecting buyers with developers, builders, and private sellers across Melbourne, with an explicit focus on serving both local Australian investors and overseas Chinese-speaking buyers. Its service portfolio spans four core lines: Off-Plan Sales (pre-construction apartments, townhouses, and houses sourced from partner developers), Existing Property Sales (resale of completed residential stock), Property Management and Rentals (landlord services across Melbourne suburbs), and Land Projects (residential development site sales covering Melbourne, Brisbane, and Sydney). Wayland monetizes primarily through transaction commissions on sales plus recurring rental management fees, with no proprietary technology platform underpinning the business — the tech stack is limited to a bilingual website, property listings, and basic online calculators (exchange rate, mortgage, stamp duty).

The company differentiates through a multicultural team with Chinese, Australian, and European backgrounds, enabling bilingual English/Chinese client service that mainstream Australian agencies struggle to match. Wayland has assembled a broad partnership ecosystem: developer relationships with Mirvac, Lendlease, Grocon, Simonds, Golden Age, and numerous boutique builders; financial institution ties with the four major Australian banks plus Bank of Melbourne and HSBC (particularly relevant for cross-border Chinese buyers); and commercial real estate affiliations with CBRE and Colliers. Lead generation combines bilingual digital content, the dedicated Chinese-language site "未来集团" (Future Group), and in-person seminars and events for overseas and local clients. Founded by real estate practitioners with 25+ years of combined experience, Wayland is founder-led with Ji Gang (季刚) serving as Director. The company has helped "thousands of families" with property investment since 2011 per its own marketing, though no revenue, headcount, or transaction volume data is publicly disclosed.

Name

Wayland Group

Legal name

Wayland Group

Website

https://wayland.com.au

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Residential 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), Real Estate (6500), Land Subdividers & Developers (No Cemeteries) (6552)

akta.pro primary industry

Land Brokerage (Raw Land & Development Sites) (FSAEAJAD)

akta.pro secondary industry

Transitional/Development Land Brokerage (Entitled, In-Path-of-Growth) (BPAJADAJ)

Keywords

• Residential real estate sales
• Off-plan property sales
• Property management services
• Overseas investor services
• Melbourne real estate agency

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Property Sales (Off-Plan and Existing): Commission-based sales of residential properties including off-plan apartments, townhouses, houses, and existing properties. The company acts as a sales agent for developers and also sells existing properties.
2. Property Management / Rental Services: Property management and rental services for landlords, managing residential rental properties.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Wayland Group is a Melbourne-based full-service residential real estate agency that sells off-plan new developments, existing (resale) houses, townhouses and apartments, and land development sites on behalf of developers and private sellers, and provides rental property management for landlords. The company focuses on serving both local Australian and overseas (particularly Chinese-speaking) property investors and homebuyers through a bilingual English/Chinese platform, in-person seminars, and a broad network of developer partnerships.

Product overview

Wayland Group is a real estate investment and property services company operating in the Australian property market, primarily focused on the Melbourne region. The company offers a portfolio of interconnected property services including Off-Plan Sales (pre-construction property purchases from developer projects), Existing Property Sales (resale of completed properties), Property Management/Rentals (rental listings and management), and Land Projects (development site sales). These core services are complemented by financial tools including an Exchange Rate Calculator, Mortgage/Loan Repayment Calculator, and Stamp Duty Calculator. The company primarily serves both local and international (Chinese-speaking) investors and homebuyers, facilitating transactions across new developments, existing properties, and land development sites.

Differentiator

Problem solved

Functional benefit

Products and services

• Off-Plan Property Sales
• Existing (Resale) Property Sales
• Property Management and Rentals
• Land Projects (Development Site Sales)

Named customers2 records

Segments2 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered minor and core.

• CaydonminorStrategic or Co-development PartnerDeveloper partner featured on Wayland's partner page. Caydon is a Melbourne-based property developer.
• MirvaccoreStrategic or Co-development PartnerMajor Australian property developer and investment manager, one of Wayland's featured developer partners.
• SimondscoreStrategic or Co-development PartnerLeading Australian home builder and developer featured as a partner developer.
• Icon CominorStrategic or Co-development PartnerBoutique property developer featured as a partner on Wayland's website.
• GroconcoreStrategic or Co-development PartnerMajor Australian property developer and construction company, listed as a partner developer.
• Sunland GroupminorStrategic or Co-development PartnerInternational property development group featured as a partner developer.
• Golden Age GroupcoreStrategic or Co-development PartnerProminent Melbourne developer featured as a key partner, known for projects like Sky One in Box Hill.
• LendleasecoreStrategic or Co-development PartnerInternational property and infrastructure group, developer of Melbourne Quarter project.
• CBREminorChannel Partner/ Reseller/ DistributorCommercial real estate services firm featured as a partner.
• Colliers InternationalminorChannel Partner/ Reseller/ DistributorGlobal commercial real estate services firm listed as a partner.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Ray White: Australia's largest real estate network with comprehensive sales, rental, and property management services. Comparable as a residential brokerage serving Australian property buyers and sellers, though Ray White operates a franchise model at much greater scale and without Wayland's Chinese-investor specialization.
• Marshall White: Premium Melbourne-based residential real estate firm with strong inner-eastern and Bayside presence. Comparable as a high-touch Melbourne sales-led agency, though positioned in the premium owner-occupier segment rather than overseas investor acquisition.
• Barry Plant: Victorian-founded real estate network with strong Melbourne metropolitan presence and project marketing capability. Comparable as a Melbourne-based residential and off-plan sales agency, though without Wayland's dedicated Chinese-language service layer.
• LJ Hooker: Long-established Australian real estate franchise network offering sales, leasing, and property management. Comparable as a full-service residential agency, but serves a predominantly domestic audience with limited specialization in overseas Chinese investor acquisition.
• McGrath Estate Agents: Major Australian residential real estate agency with strong presence in Sydney and other eastern seaboard markets. Comparable as a sales-led residential agency with project marketing capabilities, though broader geographic reach and less of a Chinese-bilingual focus than Wayland.
• Sotheby's International Realty (Australia): International luxury real estate brand with Australian affiliate offices handling high-end residential sales and project marketing. Comparable for premium off-plan project distribution and exposure to international (including Asian) buyers, though positioned upmarket with a global rather than Chinese-specific value proposition.
• Belle Property: Australian boutique residential real estate network with presence across Sydney, Melbourne, and other capital cities. Comparable as a project marketing and residential sales agency, though broader geographic footprint and less overseas-buyer specialization.
• Harcourts: Major Australia and New Zealand residential real estate network with sales, rental, and project marketing arms. Comparable for off-plan project distribution and residential sales, though broader and franchise-driven rather than boutique and overseas-buyer focused.

Emerging players

• Juwai: Leading Chinese international property portal connecting Chinese buyers with overseas real estate. Comparable as a channel through which Chinese investors discover Australian property; an indirect competitor or potential partner rather than a traditional agency, but addresses the same end-buyer with technology rather than agent-led service.

Direct peers

• Ironfish: Asian-focused Australian property investment firm specializing in serving Chinese, Vietnamese, and other Asian buyers purchasing Australian residential property. Highly comparable to Wayland in target customer segment, bilingual service model, and developer partnership strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Wayland-Group-100063649280049
• LinkedInlinkedin.com/company/wayland-property

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 Wayland Group