Broll Auctions and Sales

What Broll Auctions and Sales does

Broll Auctions and Sales is the auction and transactional sales division of Broll Property Group, a South African commercial real estate firm founded in 1975. Headquartered at 14 Fort Street, Illovo, Sandton, Johannesburg, the division brokers the sale of commercial, industrial, retail, agricultural, residential, and student accommodation property through four channels: live auctions, timed/online auctions, tenders, and private treaty sales. Visible listing inventory at the time of review comprised 218 private treaty properties, 17 auction lots, and 13 tenders.

The technology foundation is a bespoke trading platform hosted at onlinebrollauctions.com, which orchestrates live and timed online auctions, FICA-registered bidder onboarding, and virtual data rooms for due diligence. The platform integrates with Broll Property Group's broader valuation, property management, and brokerage operations across 17 African countries, 400+ shopping centres, and a ZAR230B managed portfolio.

The business model is transaction-based: the division earns commissions on successful sales rather than recurring subscription or management fees. The go-to-market combines an online listing portal with marketing campaigns, industry partnerships, and scheduled live auction events (next major auction dated 20 August 2026). Q1 2026 commercial property sales reached R650M, reflecting active mandate flow from private sellers, public sector clients, legal sector mandates, and institutional investors. The division reports 11–50 employees, with named leadership including Norman Raad (CEO), Sharon Herbst (CFO), Carroll Harrison (COO), Matthew Germanos (Head of Sales), and Lesley Saunders (Head of Marketing).

Name

Broll Auctions and Sales

Legal name

Broll Auctions and Sales

Website

https://brollauctions.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Broll Auctions and Sales is a South African commercial property brokerage that sells real estate via live, timed online auctions, tenders, and private treaty, serving private sellers, public sector clients, and commercial investors across Africa.

Ownership category

akta.pro rank

Product category

Real Estate Auction and Brokerage Services

NAICS

Offices of Real Estate Agents and Brokers (5312)

SIC

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

akta.pro primary industry

Commercial Real Estate Auctions (BPAJAEAB)

akta.pro secondary industries

Online/Virtual Real Estate Auctions (Marketplace Platforms) (BPAJAEAJ), Industrial Real Estate Auctions (BPAJAEAC), Residential Real Estate Auctions (BPAJAEAA)

Keywords

• Commercial property auctions
• Real estate brokerage
• Property tender sales
• Auction house services
• Commercial real estate disposal

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Auction Commission: The company charges auctioneer's commission on successful auction sales. Commission rates are outlined in the conditions of sale for each property. Buyers are liable to pay the auctioneer's commission in addition to VAT or transfer duty and legal fees.
2. Private Treaty Sales Commission: Commission earned on traditional property sales conducted through the private treaty method where sellers set their price and market presents offers.
3. Tender Process Fees: Revenue generated through managing the tender process for commercial property sales, providing a controlled and discreet disposal method.
4. Industrial/Commercial Property Sales: Revenue from sale of commercial, industrial, retail, agricultural, and mixed-use properties. The company sold commercial properties worth over R650 million in the first four months of 2026.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

Broll Auctions and Sales operates a multi-channel commercial real estate trading platform offering live auctions, timed online auctions, digital tenders, and private treaty sales for commercial, industrial, retail, agricultural, mixed-use, and residential properties across South Africa. The firm also auctions movable assets and runs a bespoke Trading Platform that integrates virtual data rooms and digital tender gateways for due diligence and transaction management.

Product overview

Broll Auctions and Sales operates a multi-channel commercial real estate trading platform that unifies five distinct sales methodologies: Live Auctions (monthly physical auction events), Timed Auctions (online real-time bidding platform), Tenders (digital tender gateway with closed bidding), Private Treaty Sales (traditional negotiated sales), and Virtual Data Rooms (secure document sharing). The platform also offers a Movables auction service for non-fixed assets, Property Email Alerts for market monitoring, and digital Auction Catalogues. Built on Broll Property Group's 45+ years of commercial real estate expertise, the platform specializes in commercial, industrial, retail, agricultural, and residential properties across South Africa and broader Africa.

Differentiator

Problem solved

Functional benefit

Brands

• Online Broll Auctions: Dedicated online auction platform for timed auctions and virtual property auctions
• Broll Trading Platform

Products and services

• Live Auctions Monthly multi-property auction events where buyers compete in real-time to purchase commercial, retail, industrial, and other property types through competitive bidding; aimed at institutional sellers and investors seeking certainty and speed of disposal.
• Timed Auctions Online auction platform allowing participants to bid in real-time from anywhere through a secure virtual auction environment; for buyers and sellers who prefer a remote, time-bound bidding process.
• Tenders Digital tender gateway providing a controlled, discreet sales process with in-depth due diligence and well-considered offers in a closed bidding environment; targeted at sellers seeking confidentiality and full control over buyer selection.
• Private Treaty Sales Traditional sales method where sellers set prices and the market presents best offers; suited to clients preferring discretion and negotiated outcomes over competitive bidding.
• Movables Auctions Auction platform for movable property assets including equipment, vehicles, and other non-fixed assets; for sellers liquidating non-real-estate assets and buyers seeking used commercial equipment.

Quantifiable outcome

• Over R650 million in commercial property sales in first four months of 2026
• +3 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Broll Property GroupcoreStrategic or Co-development Partner · 1 January 1975Broll Auctions and Sales is the property disposal cluster within Broll Property Group. The parent company, founded in 1975, is one of Africa's leading commercial property services companies operating in 17 African countries with over 2,300 employees. The group manages over 400 shopping centres, 20.5 million square metres of building space, 30,000 tenants, and a portfolio value exceeding ZAR230 billion.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Auction.com: Largest US online residential and commercial real estate marketplace running live, timed and foreclosure auctions. Closest global analogue to Broll's online-led Trading Platform model.
• Park Village Auctions: South African auctioneer running regular multi-property and online auctions for residential, commercial and industrial real estate. Directly comparable in business model, asset coverage and channel mix.
• Concierge Auctions: Luxury and high-value real estate auction marketplace operating online timed auctions globally. Comparable in auction methodology and luxury/high-ticket property focus.
• Hubzu: Online real estate auction platform enabling remote bidding on residential and commercial assets. Comparable as a digital-first auction marketplace competing for similar investor demand.
• ClareMart Auctioneers: South African auction house specialising in residential and commercial property, distressed assets and liquidation sales. Overlaps directly with Broll's auction, tender and distressed disposal services.
• Aucor (TRAXION): Leading South African auction house offering live and online auctions across property, vehicles, industrial assets and mining equipment. Direct competitor for commercial property and movable-asset mandates in the same geography.

Emerging players

• Auctionet: European online timed-auction marketplace for real estate, art and assets. Comparable as a digital-first challenger demonstrating the broader shift to online property auctions.

Broad incumbents

• Knight Frank (Auctions): Global real estate consultancy with auction and private treaty services across residential and commercial. Comparable as a full-service competitor with established brand in the African market.
• Sotheby's: Global auction house with dedicated luxury real estate auctions. Comparable in auction-driven real estate disposal, though focused on the luxury segment.
• JLL (Auctions & Capital Markets): Global commercial real estate services firm running auctions and accelerated sales for distressed and institutional assets. Competes with Broll on large-scale mandates as part of a much broader service suite.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AuctionsBroll
• Facebookfacebook.com/BrollAuctions
• LinkedInlinkedin.com/company/broll-auctions-sales

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Broll Auctions and Sales