Property24's top tier rose 374% in six years. Here's what agents actually pay in 2026

Property24's top-tier monthly subscription went from R2,995 in 2014 to R14,196 in 2020. That is a 374% rise in six years, against a comparatively modest 50.5% for the cheapest tier over the same period. The increase history is well documented. What gets laid out less often is the 2026 rate card itself, which now runs from R656 a month at the bottom to R84,256 a month at the top, ex VAT. This piece walks through it, tier by tier.

The 2014 to 2020 increases, in one line

Property24 prices its Sale Listing Subscription per office, on a matrix of monthly lead volume against the median listing price in the agency's area. Reporting from the time shows the entry tier moved from R295 to R444 a month between 2014 and 2020. The top tier, aimed at high-volume agencies in expensive areas, moved from R2,995 to R14,196. That is the 374%. The 2020 round of increases alone averaged around 18%, running from 7% at the bottom of the card to 26% at the top.

Agency principals on record at the time did not mince words. Propertyzz.com called the tiered increases "extortion". Xoliswa Tini Properties called them "discriminatory to the haves and have-nots". Property24's answer, in the same coverage, was that its pricing reflected cost per lead.

What the 2026 rate card charges

The current published rate card prices the same two-dimensional matrix: monthly lead volume from 1 to 10 up to more than 3,000, against a median area listing price from under R1.3 million to over R15 million. A mid-market example: an agency generating 51 to 150 leads a month in an area with a R2.5 million to R4 million median pays R6,049 a month.

Branding is sold separately, as its own set of volume-tiered add-ons. On top of that sit the flat-fee extras: an agency website at R999 a month, a PropCtrl listing service at R672 a month, and market or data reports from R375 to R1,026 a month.

The sentiment, and why we're hedging it

A figure that circulates in industry commentary has 88% of agents considering portals overpriced. Trace it back and it comes from a single Medium post by Entegral's CEO, an executive at a rival proptech vendor with a direct commercial interest in agents believing portal pricing is broken. That does not make the number wrong. It does make it an interested party citing an unpublished survey with no visible methodology, and we flag it here the same way the underlying research does: real sentiment, low-confidence figure, worth knowing about, not worth repeating as settled fact.

The structural point underneath the sentiment is harder to dispute. The Competition Commission's market inquiry, covered in more detail in a companion piece on this blog, found pricing differentials across Property24's and Private Property's rate cards exceeding 300% without cost justification. A regulator's finding, not a competitor's opinion.

Where the small-agency packages came from

The SIBP and SIRP lines in the table, R656 and R247 a month respectively, exist because the Competition Commission's 2023 market inquiry mandated capped, cost-anchored pricing for small agencies below a defined listing threshold. Property24 did not volunteer them. They now sit on the rate card as standard line items, alongside everything else.

A fair read of where this leaves agents

Portals deliver leads. Volume-based pricing has a defensible logic too: an agency generating thousands of leads a month is a different commercial proposition to one generating ten. The live question, and the one the Competition Commission answered, is whether the gaps between tiers are cost-justified and whether the structure is transparent enough for a small agency to plan around. The 2026 rate card now has to meet that standard.

If you are budgeting portal spend against your agency's lead volume and area, plan against the table above rather than the 2020 headlines or the 2014 baseline.

findproperly does not compete with the portals, and we have no horse in this pricing race. We build the property and ownership data agents reach for once a lead has landed: deeds records, price history, comparable sales. The job is making the spend above convert into closed deals instead of a pile of enquiries.