Frank and Jacques Greeff achieved a remarkable business feat by convincing real estate agents to adopt digital marketing tools they hadn’t realized they needed. They later sold their company, Realbase, to Domain Group for $180 million, securing its continued success in the competitive Australian property market..
As their partnership with Domain flourished, the brothers shifted focus to create an exclusive club for Australia’s top founders, requiring an eight-figure revenue to join. It’s like “Fight Club” for the wealthy, except the first rule is definitely to talk about it.
From Humble Beginnings to Digital Domination
In 2012, when Instagram and TikTok were still babies, the Greeff brothers spotted a gap in Australia’s real estate industry. Real estate agents—those clipboard-wielding warriors of the property battlefield—were drowning in administrative busywork around marketing campaigns.
Enter Realhub, the brothers’ first venture. It offered a digital solution for ordering photography, floor plans, brochures, signboards, and newspaper ads. It was the digital equivalent of giving real estate agents an extra set of hands.
What made the Greeff brothers successful wasn’t just their technical innovation – it was their understanding of human nature. They recognized that real estate agents do not want more technology but more time. Their platform enables agents to “construct, price, order, and track the campaign marketing products required to list and market a property,” freeing agents to do what they do best: sell houses and collect commissions.
This insight—that entrepreneurship is less about the idea and more about execution and talent—separates the Greeff brothers from the thousands of founders who fail after their first funding round.
They built this business for eight years, with Frank serving as sales director and Jacques as co-founder – quietly becoming the invisible machinery behind Australia’s property marketing conveyor belt.
The Merger That Multiplied Their Millions
In October 2020, the Greeff brothers engineered their next big move: merging Realhub with competitor Campaigntrack to form Realbase.
“When we first started discussing a more connected relationship with Domain and its products, we quickly saw how compatible we were in technology, perspective, and team culture,” Frank explains. “Like a first date where you both talk long into the night, forgetting all prior commitments and plans. We just clicked!”
While COVID-19 was forcing the world to go digital, the Australian property market was experiencing a boom. Realbase rode this wave with the skill of professional surfers, expanding to 400 employees across Australia, New Zealand, and the Philippines.
Within two years of the merger, Realbase handled approximately 40% of all property transactions in Australia and New Zealand. The company generated about $22 million in revenue and $9 million in EBITDA annually. With this good performance and numbers, Domain Holdings Australia announced its acquisition of Realbase for $180 million last April 2022.
Life After Millions
In early 2025, the Greeff brothers launched Founders Table, an exclusive network where only entrepreneurs running businesses with at least $10 million in revenue receive invitations. It’s like the Met Gala of Australian industry, where the red carpet is replaced with revenue reports.
In his LinkedIn post, Frank shared Founders Table’s most recent meeting. He and his brother Jacques met with 30 founders on the Gold Coast and shared a day of good food over good entrepreneurship conversations. Frank mentions, “We spent $10,000 to host these 30 founders. Why? Because if you want to win in the short term, extract the value. But if you want to win in the long term, give value.”
Frank Greeff is raising $1 million for the Children’s Cancer Institute through his cookbook “Eat with Purpose,” demonstrating that even tech entrepreneurs recognize the irreplaceable value of compassion.
The Next Chapter
The brothers are transitioning from operators to influential backers with their major investment in Relume.io, where Frank has served as a strategic advisor and investor since November 2024.
As Australia’s tech ecosystem matures, the Greeff brothers represent a new breed of entrepreneur. They build, exit, and reinvest their capital and knowledge into the ecosystem.
The Greeff brothers built their fortune on something more substantial: solving a genuine problem in a massive market. They gained more than $180 million—they secured a blueprint for repeating their success through their own ventures or by supporting the next generation.