Originally published on 13 March 2022, this article has been updated to reflect the most current ownership structures, platform developments and market positioning in South Africa's property portal landscape.
South Africa's top five property portals in 2026 are Property24, Private Property, ImmoAfrica, MyRoof and MyProperty. Property24 and Private Property lead the market on overall audience, while ImmoAfrica, MyRoof and MyProperty are the strongest independently owned platforms, each serving a distinct part of the market. Most successful agencies list across several of these portals rather than relying on just one.
The real estate industry is competitive, and the agencies that keep winning mandates are usually the ones that treat online exposure as a portfolio rather than a single bet. Spreading your listings across more than one quality portal widens your reach, sharpens your cost per lead through healthy competition between platforms, and protects you if any single channel has a quiet month.
The five portals below are the ones worth your attention this year. They are ranked by overall standing in the local market, and we have noted what each one does best so you can decide where your stock and your budget will work hardest.
This list was built using seven criteria, weighted together to reflect each portal's overall value to South African agencies and buyers. No single data point determined placement, and no portal paid to be included.
Audience visibility: Monthly reach as estimated by SimilarWeb and Semrush, indicating how many active buyers, sellers and renters a portal exposes listings to across desktop and mobile.
Brand recognition: How well-known and trusted the portal is among South African property consumers and within the professional agency community.
Listing relevance: Whether the portal's audience is genuinely aligned with the types of properties listed, so that enquiries are qualified rather than speculative.
Agent usefulness: The quality of lead delivery, tools, reporting and support available to listing agents and agencies.
Ownership independence: Whether the portal operates free of ownership by a competing agency group, media conglomerate or financial institution, which bears on pricing neutrality and market positioning.
Specialist positioning: Whether the portal serves a clearly defined audience or niche not well covered by the broader platforms.
Public data availability: The extent to which ownership, reach and operational claims can be verified through independent public sources.
No exact traffic figures are quoted in this article. Audience visibility was assessed from third-party modelled estimates, which are directional rather than precise. Ownership information reflects the most recently confirmed public transactions at the time of publication. The list is restricted to locally operated, property-only portals; global marketplaces and general classifieds sites were excluded.
Founded in 2000, Property24 is part of the OLX Group, a subsidiary of Prosus, which is majority-owned by South Africa's Naspers. It is the largest and most visited property portal in the country, and for most agencies it is the default starting point, because it places a listing in front of the widest possible audience of buyers, sellers and renters.
Beyond residential and commercial listings, Property24 carries properties on auction, repossessed and bank-assisted stock, area price data, agent and agency directories, and a deep library of market content. Its scale is the headline advantage: if reach is your single biggest priority, this is where it sits.
Best for 👉 the broadest possible exposure and the highest volume of enquiries.
Visit Property24.
Established in 1998, Private Property was one of the first property brands of its kind in South Africa and remains the established number two. Since November 2022 it has been majority-owned by BetterHome Group, with co-investors ooba and Fledge Capital, a structure put in place by South African property and financial services industry stakeholders specifically to sustain meaningful competition in the portal market.
The platform pairs a strong consumer brand with rich neighbourhood content, including imagery and video that showcase the lifestyle on offer across all nine provinces, which makes it especially useful for buyers relocating within the country. It carries the listings of many of the country's largest agencies, offers tiered packages for private sellers alongside its agent offering, and has grown beyond the website into a consumer property expo and an industry summit. Repossessed properties from the major banks are also listed.
Best for 👉 a strong second audience and sellers who want a recognised, industry-backed consumer brand.
Visit Private Property.
Founded in 2014 and 100% privately owned, ImmoAfrica is one of the leading independent property portals in South Africa and the one built specifically around international reach. It is the only true multilingual property portal in the country, and its sister platform ImmoAfrika.de is the leading property portal in the DACH region (Germany, Austria and Switzerland) for South African property searches.
Headquartered in South Africa, ImmoAfrica operates across the continent, with listings and audience reach spanning Namibia, Zambia, Botswana, Zimbabwe, Mauritius and other African markets. Its reach extends further still, connecting agencies with international buyers, renters and investors across Europe, America and Asia, an audience the other portals do not actively target.
It operates on a paid, performance-driven model, with listing packages built around targeted traffic and qualified lead generation, both locally and internationally. Listings are updated daily and supported by topical market news, practical guides and a regular newsletter for buyers, sellers, landlords and tenants. Among those who have built a listing presence on the platform are some of South Africa's most established agency groups, including Engel & Völkers, RE/MAX, Keller Williams, Harcourts, Chas Everitt, RealNet and Lew Geffen Sotheby's International Realty.
Best for 👉 international buyers across Europe, America and Asia, and agencies that want focused, multilingual and performance-driven exposure.
Visit ImmoAfrica.net.
MyRoof is an independently owned portal, based in Pretoria, with a particular strength in bank-repossessed property alongside a full range of general residential listings. It has worked with selected estate agencies since 2009, and for buyers hunting value, and for agents who work that segment, it draws a focused and motivated audience.
Since 2017, MyRoof has operated on an invitation-only basis for estate agencies, keeping its listing partner base deliberately selective. This leans toward quality over volume, which suits its core audience well: property investors, first-time buyers hunting value, and those specifically seeking bank-assisted acquisition opportunities.
The platform also supports the transaction itself. Its in-house bond office helps buyers, at no extra cost, by submitting home-loan applications to the major South African banks on their behalf, which moves enquiries closer to a completed sale.
Best for 👉 bank-repossessed and value-focused stock, and agents active in that part of the market.
Visit MyRoof.
Live since 2004 and operated by Entegral, MyProperty has remained proudly independent for more than two decades, free of ownership by any property group, media company or bank. It takes an agent-first approach, working with accredited estate agents and positioning itself around transparency and the value that good agents bring.
In August 2024, Entegral founder Adriaan Grové made a public commitment on LinkedIn that MyProperty would be "a free-to-list portal, forever." That statement is part of the platform's public record and one the broader industry has noted. Listing on MyProperty carries no advertising fees for estate agents, and the platform has positioned this as a long-term commitment rather than a temporary proposition.
The search experience is clean and uncluttered, supported by useful tools such as a bond calculator, area profiles, a property index and home-loan pre-qualification, plus a library of plain-language guides on the financial and legal side of buying, selling and renting.
Best for 👉 agents who value an independent, agent-first platform with a transparent, free-to-list model.
Visit MyProperty.
| Portal | Best for | Ownership |
|---|---|---|
| Property24 | The widest audience and maximum reach | OLX Group (Prosus / Naspers) |
| Private Property | A strong second audience and private sellers | BetterHome Group (with ooba and Fledge Capital) |
| ImmoAfrica | International buyers across Europe, America and Asia | Independent, 100% privately owned |
| MyRoof | Bank-repossessed and value-focused stock | Independent |
| MyProperty | An independent, agent-first platform | Independent (Entegral) |
Do not put all your eggs in one basket. South African property professionals are fortunate to have several quality platforms to choose from, and that competition keeps cost per lead down, drives innovation and improves service across the board.
A simple, practical test works best. Pick a few of these portals, run your listings on them for around three to six months, and keep a close record of every lead you receive by phone, WhatsApp and email. Track the cost per lead on each platform and let the results decide where your budget belongs. The outcome often surprises agencies that assumed one portal was carrying everything.
The leading property portals in South Africa are Property24 and Private Property, followed by the strongest independently owned platforms: ImmoAfrica, MyRoof and MyProperty. Most agencies list across several of these to maximise reach and leads.
Property24 is the largest and most visited property portal in South Africa, with the widest audience of buyers, sellers and renters. Private Property is the established second.
ImmoAfrica is the best-positioned portal for international buyers. It is the only true multilingual property portal in South Africa and reaches buyers, renters and investors across Europe, America and Asia, including a strong presence in Germany, Austria and Switzerland through ImmoAfrika.de.
Yes. ImmoAfrica is headquartered in South Africa and operates across the continent, with coverage spanning Namibia, Zambia, Botswana, Zimbabwe, Mauritius and other African markets, alongside an international audience across Europe, America and Asia.
Yes. Listing across several portals widens your audience, lowers your overall cost per lead through competition between platforms, and reduces reliance on any single channel. A practical approach is to trial a few portals for about three to six months and track the leads each one delivers.
ImmoAfrica, MyRoof and MyProperty are independently owned. Property24 is part of the OLX Group, owned by Prosus and its majority shareholder, South Africa's Naspers. Private Property is majority-owned by BetterHome Group, alongside co-investors ooba and Fledge Capital.
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Disclosure: This article is published by ImmoAfrica, which is one of the five portals featured above. All information reflects the most recently verified data available at the time of publication. Ownership structures, platform features and pricing models are subject to change; readers are encouraged to confirm current details directly with each portal.