The Auction Company

What The Auction Company does

The Auction Company is a Melbourne-based independent property auctioneering firm providing specialist auctioneer services to real estate agencies and property vendors across Melbourne. Founded in 2017 and operating under Victoria's Estate Agents Act 1980 and Sale of Land Act 1962, the firm engages with sales campaigns from their outset — participating in vendor meetings and advising on auction strategy — before executing the auction day itself. The six-auctioneer team includes Paul Tzamalis, Thomas Andronas, Andrew Chapman, Tim Solly, Jenete Pomohaci, and Ivy Montemayor, several of whom bring differentiated backgrounds in performance arts and AFL broadcasting alongside property sales experience.

The company's technology stack is built around integration with third-party online auction platforms — Anywhere Auctions, Auctions Live, Gavl, and Auction Now — alongside mainstream streaming tools (Zoom, Google Meet, Microsoft Teams) to enable hybrid on-site and remote bidding. The firm also operates content marketing via a blog (Auction Insights & Industry News) and active social profiles on LinkedIn, Instagram, Facebook, and X. There is no proprietary software product, no API, and no mobile application; the offering is a professional service rather than a platform.

The revenue model is professional services on a per-campaign/per-auction basis, with quote-based pricing negotiated directly with real estate agencies and vendors. The firm is privately held (The Auction Company Pty Ltd, ABN 21 617 822 090) with no external equity investors, no disclosed funding, and no parent entity. Named customers include JLL, Prentice Real Estate, and OBrien Real Estate. The firm has accumulated three REIV Senior Auctioneer of the Year titles (2021, 2024, 2025), the 2024 NZ LVD World Auctioneering Championships Novice title, and repeat engagements on The Block TV series and the Royal Children's Hospital Good Friday Appeal.

Name

The Auction Company

Legal name

The Auction Company Pty Ltd

Website

https://theauctioncompany.com.au

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Auction Company is a Melbourne-based independent property auctioneering firm that provides specialist auctioneer services to real estate agencies and property vendors across Melbourne, integrating with online bidding platforms to deliver hybrid on-site and remote auctions.

Ownership category

akta.pro rank

Product category

Real Estate Auction Services

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

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

akta.pro primary industry

Residential Real Estate Auctions (BPAJAEAA)

akta.pro secondary industry

Commercial Real Estate Auctions (BPAJAEAB)

Keywords

• Property auctioneering
• Independent auction services
• Real estate auctions
• Auction campaign support
• Vendor representation

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Auctioneering Services: Professional auctioneering services provided to real estate agencies and vendors for property auctions. The company acts as independent specialist auctioneers, charging fees for their services on a per-campaign or per-auction basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

The Auction Company provides independent specialist property auctioneering services to real estate agencies and their vendors across Melbourne. The firm engages with sales campaigns from the outset, participating in vendor meetings, providing independent advice, and on auction day working to extract maximum value from the market through patient, engaging bidding processes. Services cover both residential and commercial property auctions with hybrid on-site and online bidding capabilities.

Product overview

The Auction Company operates as a single unified service offering specialist property auctioneering for both residential and commercial properties across Melbourne. The core offering consists of independent auctioneer services provided to real estate agents and their vendors, with the company engaging from campaign inception through auction day and post-auction negotiations. The company also provides vendor representation services, focusing on extracting maximum value through skilled bidding. There is no platform-plus-modules architecture — the company is a professional service business rather than a software product.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Auction Services Specialist residential and commercial property auctioneering services provided to Melbourne's real estate agencies and their vendors. The service covers independent support and advice before, during, and after auction, with the firm's auctioneers engaging from the sales campaign outset to build vendor trust and then working to extract maximum value on auction day.
• Vendor Representation Services Independent auctioneer representation working on behalf of vendors to extract maximum value at auction through patient, engaging bidding processes that ensure no opportunity is missed. Delivered alongside the firm's broader property auction services to Melbourne agencies and property owners.

Quantifiable outcome

• $1.55 million over reserve achieved for Block Phillip Island property (sold for $3.5 million)

Named customers3 records

Segments2 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

Two partnerships are on record, tiered core.

• OBrien Real EstatecoreStrategic or Co-development Partner · 1 November 2024OBrien Real Estate engaged The Auction Company's Paul Tzamalis as their auctioneer for The Block Phillip Island campaign. The partnership resulted in Maddy and Charlotte winning The Block competition, with their home selling for $3.5 million - $1.55 million over reserve. The OBrien team worked collaboratively on the campaign, demonstrating a strategic working relationship for high-profile property auctions.
• Real Estate Institute of Victoria (REIV)coreOthersThe Auction Company is an active member of REIV and its Auctioneers Chapter. All auctioneers are fully licensed under Victoria's Estate Agents Act 1980 and Sale of Land Act 1962. The company participates in REIV competitions and holds three Senior Auctioneer of the Year titles through this membership.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• McGrath Estate Agents: Australian real estate agency network with strong auction presence in Sydney and Melbourne. Comparable as a competing provider of auction services in the same Australian metros, but operates a full-service sales model rather than independent specialist auctioneering.
• Biggin & Scott: Major Melbourne real estate agency with in-house auctioneering services across residential and commercial properties. Comparable because it offers the same auction execution service line, but as part of a broader sales and property management business rather than as a focused specialist.
• JLL Australia: Global real estate services firm with significant Melbourne presence offering residential and commercial auction services. Comparable as both a customer of The Auction Company and a competing provider of auction execution in the same geography.
• Ray White Australia: Large Australian real estate network with high auction volumes in Melbourne. Comparable because it operates a hybrid auction model combining in-house agent-auctioneers and specialist support, competing for the same auction-day engagements.
• Nelson Alexander: Melbourne-based real estate agency group with active in-house auction competition. Comparable as a competing source of auction services in the same Melbourne market; former employer of The Auction Company's Tim Solly, indicating direct talent overlap.
• Marshall White: Premium Melbourne real estate agency with strong auction culture in the eastern suburbs. Comparable as a competing source of auction services in the same Melbourne market, but operates a full-service agency model rather than independent auctioneering specialist.

Emerging players

• Auctions Live: Australian online auction platform integrated with The Auction Company. Comparable as a technology peer in the auction delivery stack, providing agencies with alternative paths to live-streamed bidding that could substitute for an independent specialist auctioneer.
• Gavl: Australian online auction platform integrated with The Auction Company. Comparable as a technology peer that agencies could use to conduct auctions themselves, potentially reducing the need for independent specialist auctioneers.
• Anywhere Auctions: Online auction platform integrated with The Auction Company for remote bidding. Comparable as an enabling technology layer; competes with other online platforms rather than with the firm directly, but represents an alternative channel for agencies considering hybrid auction delivery.

Regional players

• Sotheby's International Realty Australia: Luxury property auction specialist active in Australian high-end markets. Comparable as a competing source of premium auction services for high-value properties (the same segment The Auction Company serves via The Block), though Sotheby's is best known for fine art and luxury goods auctions globally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TheAuctionComp
• LinkedInlinkedin.com/company/the-auction-company-aus
• Instagraminstagram.com/the.auction.company

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 The Auction Company