PropCon

What PropCon does

PropCon is a cloud-based real estate CRM and listing management platform built specifically for registered South African estate agents, operated by Vermilion Corporation (Pty) Ltd and founded in 2020 by Leandr\u00e9 van Rooyen (a former estate agent) and Lourens van Rooyen (a software developer). The company is fully remote, bootstrapped, and employs 1-10 people including a small website design and support team, with both co-founders having previously operated as digital nomads. The product combines CRM, property listing management, deal tracking, branded website hosting, digital business cards, and bulk communication into a single web platform accessible via desktop and native iOS and Android mobile apps.

The underlying technology stack integrates with eight South African property portals (Property24, Private Property, ImmoAfrica, MyProperty, Gumtree) and international networks Properstar (80+ portals, 60+ countries) and JamesEdition; data providers LOOM (deeds data) and CMA Info (Comparative Market Analysis using official Deeds Office data); communication channels including WhatsApp Business API, SMS (R0.30), and email (R0.02); and AI services via OpenAI ChatGPT (PropBot content generation) and Google Gemini (virtual property staging, NLP search), with voice-to-text and a property matching recommendation engine layered in. Pre-loaded content libraries include 22 SMS scripts, 44 WhatsApp scripts, and 48 email templates; Property24 integration supports 300+ listing features and spaces.

The business model is a per-seat SaaS subscription priced at R200 ex VAT per user per month for individual agents, with automatic volume discounts (R170 for 3-49 users, R145 for 50+ users) and a discounted R50/month Admin/PA profile. Recurring revenue is augmented by a branded website add-on at R280/month with a R2,800-R4,500 setup fee, usage-based SMS/email/AI/storage charges, and optional paid services including assisted bulk imports, custom design at R550/hour, and a managed social media service. Go-to-market is product-led growth with a self-serve free trial, no contracts, monthly billing, and 100% referral-driven organic acquisition with users earning a percentage of referred monthly fees; the company explicitly states it has spent nothing on marketing since launch.

Name

PropCon

Legal name

Vermilion Corporation (Pty) Ltd

Website

https://propcon.co.za

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

PropCon is a cloud-based real estate CRM and listing management platform built for registered South African estate agents, combining property syndication, bulk communication via WhatsApp/SMS/email, deal tracking, and OpenAI and Google Gemini AI features into a per-seat SaaS subscription.

Ownership category

akta.pro rank

Headquarters

HQ city

Gauteng

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Infrastructure, Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Subscription - Core CRM Profiles: Monthly per-user subscription for CRM and listing management access. Tiered pricing with volume discounts: R200 ex VAT per user/month (1+ users), R170 ex VAT (3-49 users), R145 ex VAT (50+ users). Admin/PA profiles available at R50 VAT incl. VAT-registered businesses billed accordingly.
2. Website Hosting: Monthly subscription for branded real estate websites including server resources, security, maintenance, and support. R280 ex VAT/month plus one-time setup fee of R2,800-R4,500. Additional agents linked at no extra cost.
3. SMS Communication: Pay-as-you-go SMS at R0.30 per 160-character message using allocated random numbers for higher delivery rates. Billed via wallet system.
4. Email Communication: Pay-as-you-go email at R0.02 per message with detailed analytics including open and click rates. Billed via wallet system.
5. AI Services (OpenAI & Google Gemini): Pay-as-you-go AI features powered by OpenAI ChatGPT and Google Gemini. Writing a property description costs 1-2 cents, voice-to-text conversion costs approximately 5 cents, and virtual staging costs around R1.50 per image. No markup over provider cost.
6. Drive Storage Add-on: First 200MB included in monthly subscription. Additional storage at R20 per GB/month. Used for FICA documents, contracts, mandates.
7. Bulk Import Assistance: Self-serve bulk imports are free. Assisted bulk imports (1,000 records) at R50 per import, or R250/hour for custom assistance. First 2,000 contacts imported free.
8. Custom Design Services: Custom design creation at R550/hour for reusable assets like social media posts (New Release, Sold, On Show), birthday cards, anniversary cards, and listing marketing materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

PropCon is a cloud-based, all-in-one real estate CRM platform built specifically for South African estate agents. It provides property listing management, one-click syndication to major SA property portals (Property24, Private Property, ImmoAfrica, MyProperty, Gumtree, JamesEdition, Properstar), and bulk client communication via WhatsApp, SMS, and email. It also offers a branded real estate website builder, digital business cards, AI-powered content creation and virtual staging (PropBot), deal tracking, and property matching — replacing multiple separate tools with a single integrated subscription.

Product overview

PropCon is a cloud-based real estate CRM platform designed specifically for South African estate agents. The core PropCon CRM provides property listing management, contact management, deal tracking, and bulk communication, which integrates with a Real Estate Website builder and Digital Business Card. The platform includes AI capabilities via PropBot (powered by OpenAI and Google Gemini) for content creation and virtual staging. Property Syndication distributes listings to 7 major portals. Pricing is per-user at R200/month (R230 VAT inclusive) with optional website add-on at R280/month, and no price increases since 2020.

Differentiator

Problem solved

Functional benefit

Products and services

• PropCon CRM Cloud-based real estate CRM providing property listing management, contact management, deal tracking, performance metrics, property matching, and bulk communication via WhatsApp, SMS, and email. Built for individual agents, small teams, and larger real estate offices in South Africa, accessible via web and mobile apps.
• Real Estate Website Branded real estate website builder integrated with the PropCon CRM, including SEO optimization, listing management, agent profiles, testimonials, articles, and a website management dashboard. Sold with a one-time setup fee of R2,800-R4,500 and a monthly subscription of R280 ex VAT.
• Digital Business Card Mobile-responsive digital business card for real estate agents featuring property listings, client testimonials, social media links, Linktree-style buttons, personal bio with video, lead capture forms, and QR code generation. Available as a free tier (limited to 3 listings/testimonials/articles) and as part of paid CRM subscriptions.
• PropBot AI Integration AI-powered capabilities layered into PropCon via OpenAI ChatGPT (PropBot) and Google Gemini, including AI property description writing, voice-to-text note conversion, natural language property search, AI help assistant, and AI virtual property staging. Priced pay-as-you-go at cost (1-2 cents for descriptions, ~5 cents for voice-to-text, ~R1.50 per staged image).
• PropCon Mobile App Native iOS and Android mobile applications providing on-the-go access to the PropCon CRM, including calendar reminders, task management, property matching notifications, communication tools, and digital business card authentication.
• Social Media Management Service

Quantifiable outcome

• Agent reported sales increase from R8,995,000 (2023) to R22,475,750 (2024) - a 150% increase - attributed to CRM usage for organizing contacts, leads, and viewings
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability9 records

Feature11 records

Partnerships

Nine partnerships are on record, tiered core.

• Property24coreTechnology or IntegrationPrimary South African property portal syndication partner. PropCon users can syndicate residential, commercial, and industrial listings to Property24 with support for 300+ features and spaces. New inquiries on Property24 are automatically imported into the PropCon CRM with tailored wish-list generation for leads.
• Private PropertycoreTechnology or IntegrationMajor South African property portal syndication partner. Listings syndicate automatically with analytics import and client wish-list generation. Supports residential, commercial, and industrial property types.
• JamesEditioncoreTechnology or IntegrationPremium international residential property portal syndication. Properties must exceed $500,000 USD (sales) or $2,000 USD/week (rentals). Enables SA agents to reach affluent international buyer pool. Also supports listings in countries outside South Africa where PropCon operates.
• ProperstarcoreTechnology or IntegrationInternational property syndication via 80+ portals in 60+ countries including US, UK, and Europe. Reaches 200+ million potential buyers and tenants globally. Free syndication to agents - support team activates the feed.
• LOOMcoreTechnology or IntegrationReal-time deeds data integration providing property reports, historical property records, and homeowner contact information within PropCon. Users can generate branded property reports for sharing with homeowners.
• CMA InfocoreTechnology or IntegrationSouth African property data platform using official Deeds Office data for instant property valuations and Comparative Market Analysis. Generates professional CMA valuation reports directly within PropCon. Includes FICA compliance features.
• FlowcoreTechnology or IntegrationFacebook and Instagram automated advertising integration. Transforms PropCon listings into dynamic social media ad campaigns with hyper-local targeting, dynamic creative from listing data, retargeting of engaged users, and lead capture synced back to CRM. Includes automated seller performance reports.
• Google GeminicoreTechnology or IntegrationAI-powered virtual property staging integrated within PropCon. Transforms property photos by adding/removing furniture, applying styles (Modern, Coastal, Airbnb, Farmhouse, etc.), and custom prompts within 30 seconds. Also used for natural language property search.
• OpenAI (ChatGPT)coreTechnology or IntegrationAI content creation via PropBot integration powering property descriptions, articles, social posts, emails, SEO content, and personal bios. Direct API integration without third-party markup - costs passed to users at cost price (1-2 cents per property description).

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Liondesk: Real estate CRM focused on communication (text, video email, drip campaigns) for agents and teams. Comparable to PropCon in its emphasis on multi-channel bulk communication built into the CRM core.
• Zurple: Real estate CRM with behavioral tracking and lead conversion automation for agents. Directly comparable in targeting the same individual-agent and small-team segment with similar all-in-one CRM features.
• Real Geeks: Real estate CRM and IDX-enabled lead generation platform for agents in North America. Closely comparable to PropCon in combining CRM, websites, and lead capture in a single SaaS product aimed at individual agents and small teams.
• IXACT Contact: Real estate CRM and marketing automation platform for agents and brokerages. Comparable to PropCon in scope (CRM + email/drip + websites) and customer base (individual agents and small agencies).

Broad incumbents

• HubSpot: Broad incumbent CRM and marketing automation suite used across industries, including real estate. Overlaps with PropCon's contact management, email automation, and website features as a larger-but-less-specialized substitute.
• Pipedrive: Sales-focused CRM used by SMBs including small real estate teams. Comparable in deal tracking and pipeline functionality, though without PropCon's listing syndication, portal integrations, or compliance depth.
• Salesforce: Global enterprise CRM platform adopted by larger real estate brokerages. Comparable at the CRM and pipeline-management layer, but unspecialized for individual agents or SA-specific portal syndication.
• Zoho CRM: Broad cloud CRM suite with customizable industry workflows, including real estate modules. Comparable at the contact and deal-management layer, but lacks the SA portal syndication and property-listing specializations of PropCon.

Emerging players

• BoldLeads: Lead generation and CRM platform built specifically for real estate agents. Comparable in product scope and target segment but more focused on lead-gen funnels than PropCon's all-in-one operational toolkit.

Regional players

• PropertyTree: South African property management and real estate operations software for agencies and property managers. Regionally comparable to PropCon's SA market focus, though more weighted to property management than agent CRM/listing workflow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PropCon.CoZa
• LinkedInlinkedin.com/company/chris-elsie-at-eproperty

Compliance1 record

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&A

Investments

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

Frequently asked questions about PropCon