Property24 vs Private Property vs MyProperty: where your listing money actually goes

Three portals, three different answers to what your listing money buys. Property24 publishes the most detailed public pricing matrix in South African proptech, so with it you can at least see the bill coming. Private Property hasn't shown a current rate card since March 2020. MyProperty, now run by the CRM vendor Entegral, doesn't appear to charge agencies for basic participation at all. Where a price exists, the unit is lead or listing volume, never agent headcount. And the smallest agencies now have a capped price on at least one of the three because a 2023 competition-law ruling put it there.

Property24: the fully documented one

Property24's Sale Listing Subscription is a monthly fee per office, set on a two-dimensional matrix: leads generated a month (from 1 to 10 up to more than 3,000) against the median listing price in the office's area (from under R1.3 million to over R15 million). On the rate card published for 2026 (accessed 19 August 2026), that matrix runs from R656 a month at the bottom to R84,256 at the top. A mid-market example: 51 to 150 leads a month in an area with a R2.5 million to R4 million median costs R6,049 a month.

Every figure in this table comes from the one rate card Property24 published for 2026, accessed 19 August 2026.

Two flat-fee upsells sit alongside the matrix: an agency website at R999 a month, and PropCtrl, Property24's own CRM and listing tool, at R672 a month.

Private Property: the absence is the finding

Private Property publishes no current rate card that we could find, live or archived. The only figure on record anywhere is a secondhand characterisation of rates "starting at R2,095 a month", reported in March 2020, and it was a medium-confidence secondhand figure even then. Six years is a long time in this market. Property24's own top tier moved 374% in the six years before that report was written. The ownership history has been eventful too: a 2016 acquisition attempt by Naspers was reported at the time as "dashed" when a Caxton-linked, REBOSA-assisted deal took the portal elsewhere, and the company was named alongside Property24 in the Competition Commission's 2023 market inquiry findings. No post-2023 rate card has surfaced publicly. If you're budgeting against Private Property today, request a current quote. A 2020 headline isn't one.

MyProperty: the free one, maybe

MyProperty now trades as MyProperty Africa and is built and operated by Entegral, the proptech company behind the Base CRM and Sync syndication tools covered in our stack-map piece. Its own About page confirms this (accessed 22 August 2026). Agencies get listings onto the portal through a feed rather than a direct listing interface, typically PropCtrl, Entegral's own Base CRM or a Sync API integration, and agents are offered a free profile site to use as an online business card. No public agency rate card exists for appearing on MyProperty itself. That could mean listing there is genuinely free for agencies already paying for one of the feeder tools, or it could mean the pricing simply isn't published. We found nothing that settles which.

Why the small-agency caps exist: the 2023 Competition Commission findings

The Competition Commission's Online Intermediation Platforms Market Inquiry found that both Property24 and Private Property priced by listing volume at group or office level, with differentials exceeding 300% that weren't cost-justified. Its remedies ended multi-year lock-in contracts with large agency groups and killed the R500-a-month interoperability fees that Property24, Private Property and Prop Data had all been charging. The SIBP and SIRP lines on Property24's rate card exist because the regulator made them exist.

Budgeting portal spend as a small independent

Treat any figure older than the current rate card as history. Property24's matrix is the only one of the three still current, and even it has a record of double-digit annual increases: 7 to 26% across tiers in 2020 alone. Then ask what unit you're actually being charged on. Lead volume and area price band drive Property24's bill more than anything else, so a change in either moves your monthly cost even when nothing about your agency has changed. And don't read "no published rate card" as "free". Private Property and MyProperty may both cost agencies real money. The absence of a public figure is a gap in what's published, not evidence of a price of zero.

Where findproperly fits

We don't compete with the portals, and we aren't trying to. What findproperly gives agents is the deeds-level ownership and price history that sits underneath every listing decision, so the leads a portal sends you convert against comparable sales your firm actually holds rather than a fresh report bought each time.