Primacasa Franchising Immobiliare

What Primacasa Franchising Immobiliare does

Primacasa Franchising Immobiliare is an Italian real estate franchise network operated by Primagroup S.r.l., founded in 1990 and headquartered in Ca' di David, Verona. The network comprises 59 independently owned and operated affiliated agencies concentrated in Veneto, Lombardia, and Emilia-Romagna, intermediating residential and commercial property sales and rentals across northern Italy. As of the latest disclosures, the network manages approximately 1,961 properties and processes around 10,000 buyer/seller requests.

The underlying technology stack is built around three proprietary components: the primacasa.it property listing portal, the Gestionale Primacasa management software deployed to every affiliated agency and connected to a centralized database, and an intra-network referral system (Sistema per segnalazioni intra-rete) that allows agencies to share leads and cross-refer opportunities. Affiliated agencies also have access to virtual tour and professional photography services, marketing distribution on major Italian portals (Casa.it, Immobiliare.it), and a monthly publication (Primacasa News / Primacasa Magazine) that aggregates listings network-wide. Supporting services include mortgage intermediation, property verification (Servizio Visure), home staging, insurance advisory, and full tourist-rental management (Affitti Turistici).

Primacasa monetizes through two primary streams. First, the franchisor collects recurring franchise fees from affiliated agencies in exchange for brand rights, methodology, software, training (over 1,700 hours per year), and inclusion in the lead-sharing network. Second, individual affiliates earn transaction commissions on the property sales and rentals they close locally, with Primagroup potentially sharing in a portion of that commission. The GTM is the recruitment and onboarding of new franchisee agencies in northern Italy, supported by sports sponsorships (Hellas Verona since 2021; MotoGP in 2024) and earned media in outlets such as Il Sole 24 Ore. End customers are individual property buyers, sellers, tenants, and commercial property clients, while franchisee agents form a parallel B2B customer segment served by the franchisor.

Name

Primacasa Franchising Immobiliare

Legal name

Primagroup S.r.l.

Website

https://primacasa.it

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

Primacasa Franchising Immobiliare is an Italian real estate franchise network founded in 1990, operating 59 affiliated agencies across northern Italy that intermediate residential and commercial property sales and rentals via a shared listing portal and proprietary management software.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage Franchising

NAICS

Offices of Real Estate Agents and Brokers (53121), Offices of Real Estate Agents and Brokers (5312)

SIC

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

akta.pro industry

PRIMARYBPAJABAD

Multifamily Brokerage

Business & Public Services/Real Estate Services (Brokerage, Property Management)/Commercial Real Estate Brokerage

SECONDARYFSAEAJAB

Commercial Real Estate Brokerage (Leasing & Sales)

Financial & Insurance/Financial Advisory, Brokerage & Intermediation/Real Estate Advisory & Brokerage

SECONDARYBPAJABAJ

Tenant Representation & Corporate Services Brokerage

Business & Public Services/Real Estate Services (Brokerage, Property Management)/Commercial Real Estate Brokerage

Keywords

• Real estate franchising
• Property brokerage
• Residential sales
• Commercial real estate
• Mortgage intermediation

Headquarters

HQ city

Verona

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Franchise Fees: Affiliated agencies pay recurring franchise fees to join and remain part of the Primacasa network, gaining access to the brand, methodology, software tools, training, and lead-sharing system.
2. Real Estate Commission: The affiliated agencies earn commission on property sales and rentals intermediated through their offices. Primacasa acts as the network/franchisor while individual franchisees conduct the actual property transactions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Primacasa Franchising Immobiliare operates as a franchise network of real estate agencies in northern Italy, providing property sales, rentals, and intermediation services for residential and commercial real estate. The network supplies affiliated agencies with a centralized property listing portal (primacasa.it), proprietary management software (Gestionale Primacasa), training, marketing services, and an intra-network referral system, while affiliated offices conduct the actual property transactions and earn commissions.

Product overview

Primacasa Franchising Immobiliare operates as a real estate franchise network offering a unified platform composed of the Primacasa.it property listing portal, the Gestionale Primacasa management software for affiliated agencies, and the Primacasa News monthly periodical. The network extends across over 50 affiliated agencies in Northern Italy (Veneto, Lombardy, Emilia-Romagna), providing residential and commercial property sales and rentals. Additional services include Virtual Tour production, Home Staging, property marketing promotion on major portals (Casa.it, Immobiliare.it), mortgage intermediation, property verification services, tourist rental management, and comprehensive franchise support including training, legal/fiscal consulting, and an intra-network referral system.

Differentiator

Problem solved

Functional benefit

Brands

• Primacasa News: Monthly periodical publication featuring real estate offers from affiliated Primacasa agencies.

Products and services

• Primacasa.it Portal Main property listing and search portal allowing users to browse residential and commercial properties for sale and rent across Northern Italy, with filtering by location, category, contract type, property type, and price.
• Gestionale Primacasa Property management software provided to affiliated agencies, granting access to the database connected to the Primacasa.it portal for listing management and property administration.
• Primacasa News Magazine Monthly real estate periodical featuring property listings from affiliated Primacasa agencies, available at agency locations and for online download.
• Virtual Tour Service Professional video and virtual tour production service enabling clients to explore properties remotely from home.
• Home Staging Property presentation service that enhances a home's appeal to maximize its market value and attract buyers.
• Marketing Services Comprehensive property promotion including listings on Primacasa portal, agency showcase, Primacasa News, property marketing plans, and publishing on major Italian real estate portals including Casa.it and Immobiliare.it.
• Servizio Mutui (Mortgage Intermediation) Credit intermediation service for mortgages, financing, and insurance products tailored to client needs.
• Servizio Visure (Property Verification) Property verification service providing land registry, tax, and cadastral documentation to ensure transaction legitimacy and property rights.
• Affitti Turistici (Tourist Rental Management) Full property management service for tourist rentals, ensuring professional returns for vacation properties.
• Primacasa Franchising Network Franchise opportunity offering method, training, management tools, and operational/legal/fiscal consulting to affiliated real estate agencies. Includes over 1,700 hours of annual training, management software access, and intra-network referral system.

Quantifiable outcome

• 59 affiliated agencies managing 1,961 properties and processing 10,000 requests

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor.

• Centro Studi Credithome24minorStrategic or Co-development Partner · 28 March 2025Primacasa publishes mortgage news and information from Centro Studi Credithome24, providing customers with up-to-date mortgage market intelligence and rates.
• MotoGP (Motomondiale)minorGTM or Marketing Partner · 1 May 2024Primacasa was an Official Sponsor of the 2024 Motomondiale (MotoGP), gaining national-level sports sponsorship visibility for the brand.
• Hellas VeronaminorGTM or Marketing Partner · 15 November 2021Primacasa is an Official Partner of Hellas Verona football club, a major regional sports brand based in Verona. This sponsorship provides brand visibility and association with the local community through sports marketing.
• Insurance CompaniesminorStrategic or Co-development PartnerPrimacasa collaborates with established insurance companies to offer personalized property insurance solutions, with affiliated agents providing advice on optimal coverage options.
• Casa.itminorGTM or Marketing PartnerProperty listings from Primacasa affiliated agencies are published on Casa.it, one of Italy's leading real estate listing portals, extending reach to a broader audience of property seekers.
• Immobiliare.itminorGTM or Marketing PartnerProperty listings from Primacasa affiliated agencies are published on Immobiliare.it, one of Italy's leading real estate listing portals, extending reach to a broader audience of property seekers.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/primacasaspa
• LinkedInlinkedin.com/company/gruppo-primacasa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Primacasa Franchising Immobiliare