ETHEL + FLORENCE
ETHEL + FLORENCE is a privately held boutique real estate agency in Brisbane, founded in 2018 by Adele Oliver, providing residential property sales and property management services exclusively across the city's prestige inner-city suburbs (CBD, New Farm, Teneriffe, Fortitude Valley, Newstead, South Brisbane).
- Company typePrivate
- Founded2018
- HeadquartersNew Farm, Queensland, Australia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What ETHEL + FLORENCE does
ETHEL + FLORENCE (legal name Ethel & Florence) is a privately held boutique real estate agency founded in 2018 by Adele Oliver and headquartered at 164A James Street, New Farm, Queensland. The firm operates exclusively across Brisbane's most prestigious inner-city suburbs — Brisbane CBD (4000), New Farm (4005), Teneriffe (4005), Fortitude Valley (4006), Newstead (4006), and South Brisbane (4101) — and runs two integrated service lines: E+F Sales ("The E+F Method"), a commission-based residential sales practice, and E+F Leasing ("The E+F Standard"), an ongoing property management and tenant-placement service. Sales inventory has ranged from $640,000 to $13,000,000 with notable depth in the Abian building (140 Alice Street), and the rental portfolio spans $600 to $6,000 per week. As of 2024, ownership expanded beyond Adele Oliver to include Anthony Modini (Property Management Director, 11+ years of experience) and Brendan Modini (Property Manager), with estate agent Charlie Sandstrom rounding out the team.
Revenue mechanics are commission-based on transactions plus recurring management fees on rental properties under management (approximately 72 active rental listings at the time of analysis, plus ~23 recently sold listings). Customer segments are narrow and explicit: prestige property buyers and sellers (HNW individuals in Brisbane's premium postcodes), landlords and property investors seeking hands-on management in a low-vacancy rental market, lifestyle-motivated movers, and tenants in inner-city Brisbane. GTM motion is sales-led and relationship-driven, with no third-party distribution channels — listings, leads, and client relationships flow directly through the team and a website platform powered by Rex Software (a third-party real estate website product).
Marketing is content-led: a regularly updated blog covering Brisbane market trends, Olympic-driven housing dynamics, and suburb-level analysis; an email newsletter; an extensive testimonials page; and community-engagement activities including rotating exhibitions of Sydney artist Rebecca Pierce OAM's work at the New Farm office and charitable support for Sea Shepherd. The firm holds no patents, no external funding, no parent company, and reports no AI/ML capabilities — operating as a deliberately small, brand-led, services business.
ETHEL + FLORENCE firmographics
Firmographics- Name
- ETHEL + FLORENCE
- Legal name
- Ethel & Florence
- Website
- https://ethelandflorence.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ETHEL + FLORENCE is a privately held boutique real estate agency in Brisbane, founded in 2018 by Adele Oliver, providing residential property sales and property management services exclusively across the city's prestige inner-city suburbs (CBD, New Farm, Teneriffe, Fortitude Valley, Newstead, South Brisbane).
- Ownership category
- akta.pro rank
ETHEL + FLORENCE industry classification
Industry- Product category
- Residential Real Estate Services
- NAICS
- Offices of Real Estate Agents and Brokers (531210), Residential Property Managers (531311)
- SIC
- Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Buyer Representation Services (BPAJAAAJ)
Keywords
Where ETHEL + FLORENCE is headquartered
LocationHeadquarters
- HQ city
- New Farm, Queensland
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
ETHEL + FLORENCE business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Property Sales: Commission-based real estate sales for residential properties in Brisbane's inner-city suburbs. Handles both standard and prestige property transactions.
- Property Management: Ongoing property management services for landlords, including tenant placement, rent collection, maintenance coordination, and property administration.
- Rental Leasing: Tenant placement and lease management services, charging rental rates ranging from $600 to $6,000 per week.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Residential Property Sales |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
ETHEL + FLORENCE product offering
Product offeringCore offering
ETHEL + FLORENCE is a boutique real estate agency in Brisbane, Australia, offering residential property sales through its E+F Method and property management/leasing through its E+F Standard. The agency operates exclusively in Brisbane's prestige inner-city suburbs and delivers personalised, relationship-driven service across both transactions and ongoing rental management.
Product overview
ETHEL + FLORENCE is a boutique real estate agency based in Brisbane, Australia, offering two integrated service lines: E+F Sales (The E+F Method) for residential property sales, and E+F Leasing (The E+F Standard) for property management and leasing. The agency operates exclusively in Brisbane's most prestigious inner-city suburbs. Services are delivered through a proprietary methodology emphasising experiential, personalised client experiences over transactional dealings. The company also maintains an online property listings platform for browsing available properties. The agency was founded by Adele Oliver and is powered by Rex Websites platform for listing and client management.
Differentiator
Problem solved
Functional benefit
Products and services
- E+F Sales (The E+F Method)
Quantifiable outcome
- Record-breaking $13,000,000 off-market sale at 2801/140 Alice Street
- +2 more outcomes
Companies that use ETHEL + FLORENCE
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
ETHEL + FLORENCE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ETHEL + FLORENCE partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Sea ShepherdminorEthel + Florence supports Sea Shepherd, a non-profit defending marine wildlife and protecting oceans. The company promotes Sea Shepherd through their About page and encourages community support.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
ETHEL + FLORENCE competitors and assessment
Company assessmentBroad incumbents
- Ray White: Largest residential real estate network in Australia/New Zealand, with significant Brisbane inner-city presence. Competes for the same prestige vendors and landlords but at vastly greater scale and breadth.
- RE/MAX Australia: Global residential real estate franchise with Australian offices servicing sales, leasing, and management. Competes for Brisbane vendors and landlords with a high-volume franchise model.
- LJ Hooker: Long-established national residential real estate franchise with substantial Brisbane footprint. Overlaps with E+F in sales and property management but as a high-volume broad incumbent rather than a prestige boutique.
- Harcourts: International residential real estate group with Australian operations across sales, leasing, and property management. Comparable service mix (sales + management + leasing) but at broader scale and less prestige-niche focus.
Direct peers
- Place Estate Agents: Brisbane-headquartered prestige residential real estate agency operating across the same inner-city suburbs (New Farm, Teneriffe, CBD, Newstead). Closest direct peer in geography, customer segment, and boutique service model.
- Belle Property: Australian boutique-style residential real estate brand with a national network and prestige positioning. Comparable on boutique methodology, prestige client focus, and integrated sales/property management offerings.
- McGrath Estate Agents: Australian residential real estate group focused on prestige and lifestyle markets, with strong eastern-seaboard presence. Comparable on prestige buyer/seller focus and integrated sales plus property management.
Regional players
- Coronis Realty: Queensland-focused residential real estate group with strong Brisbane presence across sales, leasing, and property management. Comparable service offering but a regional (QLD) incumbent rather than a sub-market boutique.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
ETHEL + FLORENCE social profiles
Digital presenceETHEL + FLORENCE financial estimates
Financial estimateRevenue estimate
Valuation estimate
ETHEL + FLORENCE leadership team
Management profileNumber of profiles
Profiles4 records
ETHEL + FLORENCE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ETHEL + FLORENCE M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ETHEL + FLORENCE
What does ETHEL + FLORENCE do?
ETHEL + FLORENCE is a boutique real estate agency in Brisbane, Australia, offering residential property sales through its E+F Method and property management/leasing through its E+F Standard. The agency operates exclusively in Brisbane's prestige inner-city suburbs and delivers personalised, relationship-driven service across both transactions and ongoing rental management.
Is ETHEL + FLORENCE a public or private company?
ETHEL + FLORENCE is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ETHEL + FLORENCE founded?
ETHEL + FLORENCE was founded in 2018. It employs 1 to 10 people.
Where is ETHEL + FLORENCE based?
ETHEL + FLORENCE is headquartered in New Farm, Queensland, Australia, in the Oceania region.
How does ETHEL + FLORENCE make money?
Three revenue lines are on record. Property Sales are the primary driver. The others are property Management and rental Leasing.
Who are ETHEL + FLORENCE's main competitors?
Broad incumbents on record are Ray White, RE/MAX Australia, LJ Hooker and Harcourts. Direct peers are Place Estate Agents, Belle Property and McGrath Estate Agents. Coronis Realty is listed as a regional player.
Does ETHEL + FLORENCE have an API?
No public API is recorded for ETHEL + FLORENCE.
What industry is ETHEL + FLORENCE in?
ETHEL + FLORENCE's product category is Residential Real Estate Services. Its primary akta.pro industry code is BPAJAAAJ, Buyer Representation Services. Its NAICS code is 531210 and its SIC code is 6531.