Highland Property Group

What Highland Property Group does

Highland Property Group is a privately-held, full-service residential and commercial real estate agency headquartered in Roodepoort, Johannesburg, serving the West Rand and northern Johannesburg suburbs of Gauteng, South Africa. The company operates through a team of 11 estate agents, led by Principal Chezleane Mc Beth (in real estate since 1989), and is registered with the Property Practitioners Regulatory Authority (PPRA). Its core offerings are property sales and rental agency services, complemented by two add-on modules: a Property Finder service in which agents proactively search off-list inventory for buyers and tenants, and a free Market Estimate / Comparative Market Analysis service used to generate seller and landlord leads.

The technology layer is a standard real estate listing platform (highlandprop.co.za) that supports searchable property inventory, an email-based property alert subscription with area and price filters, a mortgage calculator, and WhatsApp-based direct agent communication. Listings are syndicated to all leading South African third-party property portals to maximise buyer and tenant exposure. Active inventory at the time of data collection consisted of approximately 20 properties for sale (priced from R440,000 to R3,900,000) and 22 properties for rent (R3,500 to R29,500 per month), spanning entry-level apartments in Delarey and Florida to luxury homes in Buccleuch, Sandton.

Revenue is generated on a transaction-fee basis: commission on successful sales and placement fees on rental transactions. There are no publicly disclosed commission rates, no disclosed revenue figures, no funding history, and no institutional ownership. Distribution is direct-to-consumer via the website, WhatsApp, and portal syndication; customers are exclusively individual buyers, sellers, tenants, and landlords, with no enterprise or commercial anchor accounts.

Name

Highland Property Group

Legal name

Highland Property Group

Website

https://highlandprop.co.za

Company type

Private

Operating status

Operating

Short description

Highland Property Group is a privately-held South African estate agency in Roodepoort, Johannesburg, using 11 agents to broker residential and commercial property sales and rentals across the West Rand and northern Gauteng suburbs, supported by an email alert system and third-party portal syndication.

Ownership category

akta.pro rank

Product category

Real Estate Services

NAICS

Offices of Real Estate Agents and Brokers (5312), Offices of Real Estate Agents and Brokers (53121), Offices of Real Estate Appraisers (53132)

SIC

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

akta.pro primary industry

Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

akta.pro secondary industry

Real Estate Valuation & Appraisal (BPAHANAC)

Keywords

• Real estate agency
• Property sales
• Property rentals
• Residential property
• Commercial property

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Property Sales Commission: Commission earned on successful property sales transactions. The company acts as estate agents facilitating property transactions between buyers and sellers.
2. Property Rental Services: Facilitation of rental transactions between landlords and tenants, earning fees for matching properties with renters.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Highland Property Group is a full-service estate agency that facilitates residential and commercial property sales and rental transactions across the West Rand and North of Johannesburg, South Africa. The agency markets listings on its own website and leading third-party property portals, and supports clients through dedicated estate agents for viewings, negotiations, and transaction closure.

Product overview

Highland Property Group is a full-service real estate agency offering a unified property services platform. The core offerings include property sales and rental services for residential and commercial properties in the West Rand and North of Johannesburg areas. These are supported by Property Finder (proactive search service) and Market Estimate/Comparative Market Analysis (valuation services). The company operates through a team of estate agents using web-based property listing management and client communication tools.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Sales Services
• Property Rental Services

Named customers5 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Eazi Realty: South African tech-enabled real estate agency offering flat-fee and online services. Comparable in targeting Gauteng residential clients but differentiates on technology and pricing model, posing a disruptive threat to traditional agencies like Highland.

Broad incumbents

• Chas Everitt International Property Group: Established South African estate agency franchise with Gauteng operations covering residential sales, rentals, and commercial property. Comparable in full-service positioning and Gauteng market overlap.
• Harcourts South Africa: International real estate franchise with growing South African operations including Johannesburg. Comparable in residential sales, rentals, and PPRA-compliant service offerings, though with broader geographic coverage.
• Pam Golding Properties: South Africa's largest and most established residential estate agency group with national coverage including Gauteng. Highly comparable given overlap in residential sales, rentals, and valuation services, though Pam Golding operates at far greater scale and brand recognition.
• Seeff Property Group: Large national South African estate agency with strong Gauteng presence offering residential sales, rentals, and auctions. Directly comparable in service mix; differs in scale, franchise model, and geographic breadth.
• RE/MAX Southern Africa: Global real estate franchise with substantial South African footprint including the West Rand and Johannesburg regions. Offers the same residential sales and rental services as Highland under a recognised international brand, providing direct competitive overlap.

Direct peers

• Jawitz Properties: Mid-market South African estate agency franchise with strong presence in Gauteng including Roodepoort and Randburg — direct overlap with Highland's core territory. Highly comparable in targeting entry-level to mid-market residential buyers and sellers.
• Leapfrog Property Group: Independent South African estate agency operating in Gauteng's West Rand and northern suburbs. Direct comparable in service mix (sales, rentals, valuations) and geographic territory, with similar mid-market positioning.
• Engel & Völkers Southern Africa: International luxury-focused real estate franchise operating in Johannesburg's premium suburbs including Sandton. Comparable where Highland's luxury listings overlap, though Engel & Völkers concentrates on the upper price tier where Highland only partially competes.

Regional players

• Sotheby's International Realty (South Africa): Luxury international real estate brand with South African affiliate offices including in Johannesburg. Comparable at the high end of Highland's price range (R3M+ listings), particularly in Sandton-area luxury stock, though focused exclusively on premium segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/profile.php

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Highland Property Group