DJ Alexander

What DJ Alexander does

DJ Alexander is a Scottish residential estate and letting agency headquartered at 1 Wemyss Place, Edinburgh, founded in 1982 and operating today under the Lomond group following a 2021 acquisition and merger with Braemore and Fineholm. The company serves four primary customer segments — landlords, sellers, buyers, and tenants — across six physical branch locations in Edinburgh, Glasgow, Dundee, Aberdeen, St. Andrews, and Kemnay, covering Scotland's principal residential markets. Following the July 2024 acquisition of Sandstone UK Property Management Solutions, DJ Alexander manages over 45,000 properties and is positioned as Scotland's largest letting agency.

The firm's core technology is Propertycloud, a proprietary online platform that consolidates landlord, tenant, buyer, and seller workflows — including document handling, maintenance requests, and property administration — with 24/7 self-service access. Propertycloud sits alongside traditional agency services (sales, lettings, property management), an Investment Centre for portfolio investors, and a Financial Services line covering mortgage guidance. Distribution is dual-channel: physical branch offices for in-person valuation and transaction support, plus the Propertycloud digital channel for self-serve engagement.

DJ Alexander generates revenue from residential sales commissions (transaction fees) and recurring lettings and property management fees (subscription-style recurring revenue on managed units), with additional contribution from financial services and investment advisory activities. The company operates as DJ Alexander Lettings Limited (company number SC429588), holds Client Money Protection certification for 2025-2026, adheres to Propertymark Professional Standards, and is GDPR compliant under Lomond's group-level ESG framework.

Name

DJ Alexander

Legal name

DJ Alexander Lettings Limited

Website

https://djalexander.co.uk

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

101–250 employees

Short description

DJ Alexander is a Scottish estate and letting agency serving landlords, sellers, buyers, and tenants across Edinburgh, Glasgow, Dundee, Aberdeen, St. Andrews, and Kemnay. Operating under the Lomond group and using its Propertycloud platform, it manages over 45,000 properties as Scotland's largest letting agency.

Ownership category

akta.pro rank

Product category

Residential Real Estate Services

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

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

akta.pro primary industry

Land Brokerage (Raw Land & Development Sites) (FSAEAJAD)

Keywords

• Residential property sales
• Lettings and management
• Estate agency services
• Property management
• Property investment advisory

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Residential Sales Commission: Commission-based revenue from property sales transactions in the Scottish residential market
2. Lettings and Property Management: Ongoing property management fees and letting commissions from managing a portfolio of residential properties

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

DJ Alexander is a Scottish estate and letting agency offering residential property sales, lettings, property management, and financial advisory services for landlords, sellers, buyers, and tenants. The firm operates through a network of branch offices across Edinburgh, Glasgow, Dundee, Aberdeen, St Andrews, and Kemnay, supported by its proprietary Propertycloud online platform for digital property administration. It manages over 45,000 properties in Scotland and is part of the Lomond group.

Product overview

DJ Alexander Sales & Lettings operates as a unified estate and letting agency platform offering residential sales, lettings, property management, and financial services across Scotland. The core offering consists of Propertycloud (a proprietary online property management platform), combined with traditional agency services for landlords, sellers, buyers, and tenants. Additional services include financial advisory and an investment centre. The company manages over 45,000 properties across central Scotland through a network of branches in Edinburgh, Glasgow, Dundee, Aberdeen, and St. Andrews.

Differentiator

Problem solved

Functional benefit

Brands

• Propertycloud: A property management platform that allows landlords, tenants, sellers, and buyers to manage properties online with 24/7 access.

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• KFH (Kay & Co)coreStrategic or Co-development Partner · 16 June 2025DJ Alexander partnered with KFH (Kay & Co) to enhance connectivity and services across the UK property market. The partnership enables DJ Alexander to offer expanded coverage and benefits to customers seeking property services across different regions, positioning it as Scotland's most connected property agent.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lomond: Parent company of DJ Alexander and operator of merged brands Braemore and Fineholm across Scotland and England. Lomond is the broader strategic group within which DJ Alexander operates, sharing the same property management and lettings model but covering a wider UK footprint through additional acquired brands.
• Connells Group: One of the UK's largest estate agency and lettings groups with multi-branch coverage across the UK including Scotland. Competes with DJ Alexander in residential sales, lettings, and property management and shares a similar high-street branch-plus-digital model.
• Countrywide (now Connells-owned brands): Long-established UK estate agency network offering residential sales, lettings, and mortgage services. Operates multiple high-street brands across Scotland competing directly with DJ Alexander's branch network and full-service offering.
• Savills (UK Residential): Global real estate advisor with a strong Edinburgh and Scottish residential sales and lettings operation. Competes with DJ Alexander at the upper end of the Scottish residential market, particularly for premium sales valuations and high-net-worth landlord clients.
• Knight Frank (UK Residential): International real estate consultancy with Edinburgh and Glasgow residential offices. Directly comparable in core sales, lettings, and property management offerings for prime Scottish residential property, competing for the same landlord and seller segments in the same geographies.

Direct peers

• Slater Hogg & Levison (LSL Property Services): LSL Property Services subsidiary operating estate agency and lettings branches in Scotland and northern England. Directly comparable branch-based residential sales, lettings, and property management model targeting the same landlord, seller, buyer, and tenant segments as DJ Alexander.
• Your Move (LSL Property Services): LSL Property Services' flagship UK high-street estate agency and lettings brand with strong Scottish presence. Offers a virtually identical service portfolio (sales, lettings, property management, financial services) to DJ Alexander via a comparable branch-plus-digital model.
• Reeds Rains: UK-wide estate agency and lettings brand operating a multi-branch network with Scottish presence. Offers a directly comparable residential sales, lettings, and property management proposition to mid-market landlords and sellers in the same UK geographies as DJ Alexander.
• Belvoir Lettings: UK-wide lettings and property management franchise network with strong letting-focused proposition. Directly comparable to DJ Alexander's core lettings and property management business, particularly for buy-to-let landlord customers seeking full management services.

Emerging players

• Purplebricks: Online-first UK estate agency offering residential sales and lettings on a hybrid fixed-fee model. Competes with DJ Alexander's traditional branch-based sales model by targeting the same seller, buyer, and landlord customers with a lower-cost digital alternative.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/djalexanderprop
• Xx.com/DJAlexanderProp
• Facebookfacebook.com/DJAlexanderProp

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DJ Alexander