The Storey Real Estate

What The Storey Real Estate does

The Storey Real Estate is a privately-held, boutique real estate agency operating in South Africa under the legal entity JMF Property. The firm provides sales and rental brokerage services across residential, commercial, and industrial property categories, with an active book of approximately 159 residential sale listings, 20 residential rental listings, 1 commercial listing, and 1 industrial listing at the time of the source capture. It is dual-headquartered in Cape Town (Level 2, Lifestyle On Kloof, 50 Kloof Street, Gardens) and Durban (Office 13, Kensington Boulevard, 54 Adelaide Tambo Drive, Durban North), covering the Western Cape and KwaZulu Natal provinces. The company describes itself as a "national" agency with a people-first model focused on agent mentorship, training, and client experience, and claims to have facilitated over R500 million in cumulative property sales and rentals. The leadership team identified in source materials includes Sam Harwood (Managing Director, Durban), Andrea Lubbe (Candidate Property Practitioner), and Jonathan Fell (Principal Property Practitioner).

The agency operates a Prop Data-powered website (thestorey.co.za) that functions as its core digital surface, providing property search, featured listings, virtual walkthroughs, and direct agent contact. The product suite is built around standard real estate portal functionality and includes four property financial calculators (bond affordability, bond repayments, transfer costs, and currency conversion), an agent directory, and a property email alert service. Distribution relies on the company website, a single Instagram account (@thestorey_realestatecpt), email newsletters, and a Prop Data marketplace listing. The business model is commission-based: the agency earns a transaction fee on completed property sales and on rental transactions (both long-term rentals and short-term letting). Specific commission rates are not publicly disclosed, and pricing varies widely with the underlying asset (residential listings from R750,000 to R40,000,000; commercial from R2,950,000 to R13,000,000; rentals from R13,500 to R60,000 per month). Customer concentration is diffuse, comprising individual buyers, sellers, tenants, and landlords in the B2C segment, with no named enterprise or institutional customers. There is no disclosed external investment, parent company, M&A activity, or AI/technology differentiation in the source data.

Name

The Storey Real Estate

Legal name

The Storey Real Estate

Website

https://thestorey.co.za

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

The Storey Real Estate is a privately-held South African boutique real estate agency operating in Cape Town and Durban, providing sales and rental brokerage across residential, commercial, and industrial properties to individual buyers, sellers, tenants, and landlords via a Prop Data-powered website and agent network.

Ownership category

akta.pro rank

Product category

Real Estate Agency Services

NAICS

Offices of Real Estate Agents and Brokers (53121)

SIC

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

akta.pro industry

PRIMARYBPAJAAAA

Traditional Residential Brokerage (Existing Homes)

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

Keywords

• Residential property sales
• Commercial property listings
• Property rental services
• Real estate agency
• Property listings platform

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Property Sales Commission: The agency earns commission fees on successful property sales transactions. Agents facilitate transactions across residential, commercial, and industrial properties.
2. Property Rental Commission: The agency earns commission on rental transactions, including both long-term rentals and short-term letting arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Storey Real Estate is a South African real estate agency that facilitates the buying, selling, and letting of residential, commercial, and industrial properties through a network of property practitioners based in Cape Town and Durban. The agency operates an online property search platform with integrated financial calculators and provides agent-led sales, rental, and property advisory services to individual buyers, sellers, tenants, and landlords.

Product overview

The Storey Real Estate operates as a national South African real estate agency offering an integrated online property platform. The core offering is the Property Search Platform, which serves as the main interface for browsing residential, commercial, and industrial properties for sale and rental. Supporting the property search are built-in financial tools including Bond & Transfer Costs Calculator, Bond Affordability Calculator, Bond Repayments Calculator, and Currency Converter, all designed to assist buyers with financial planning. The Agent Search feature enables direct connection with property practitioners. Property Email Alerts provide users with notifications for new listings matching their criteria. The company's property portfolio spans primarily Cape Town and Durban regions, covering suburbs across residential, commercial, and industrial categories.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Search Platform Online property search portal allowing users to browse residential, commercial, and industrial properties for sale and to let across South Africa, primarily in the Cape Town and Durban regions. Includes property details, pricing, suburb search, and agent contact integration.
• Financial Calculators Suite Suite of online calculators for property buyers covering bond affordability, monthly bond repayments, transfer costs (including transfer duty and deeds office levy), and currency conversion for international transactions.
• Agent Directory Searchable directory of The Storey Real Estate property practitioners enabling prospective buyers, sellers, tenants, and landlords to find and contact agents across the Cape Town and Durban branches.
• Property Email Alerts Email notification service that delivers new property listings matching user-defined search criteria, keeping prospective buyers and tenants informed of new stock as it becomes available.

Quantifiable outcome

• Over R500 million in cumulative property sales and rentals facilitated
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Others

• Property24: South Africa's largest property listing portal. Not a direct competitor to The Storey's agent services, but the dominant channel through which South African property seekers discover listings; The Storey relies on portals (and Prop Data distribution) for top-of-funnel demand.

Direct peers

• RE/MAX of Southern Africa: Global real estate franchise operating across South Africa with a commission-based agent model. Directly comparable to The Storey in residential sales and rental intermediation, with broader geographic and agent coverage.
• Harcourts South Africa: International real estate franchise with South African operations focused on residential sales. Closely comparable agent-driven model and residential brokerage services.
• Rawson Property Group: South African franchise offering residential sales, rentals, and bond origination services. Directly comparable to The Storey's residential focus with similar multi-region agent-led structure.
• Tyson Properties: South African residential real estate brand with operations in KwaZulu Natal and other metros. Directly overlaps The Storey's Durban focus and commission-based residential intermediation model.
• Lew Geffen Sotheby's International Realty: Premium-positioned South African residential brokerage with strong Cape Town and KwaZulu Natal presence. Competes with The Storey at the higher end of the residential market, particularly in Atlantic Seaboard and Umhlanga-type submarkets.
• Seeff Property Group: Established South African real estate franchise with residential, commercial, and industrial listings. Overlaps directly with The Storey's service mix, particularly in Cape Town and KwaZulu Natal.
• Engel & Völkers Southern Africa: Global luxury-leaning residential franchise operating in South African coastal hubs. Comparable to The Storey in agent-based residential sales and rental intermediation across premium Cape Town and Durban submarkets.
• Pam Golding Properties: Largest South African residential real estate group with national coverage and a multi-segment franchise model. Directly competes with The Storey in residential sales, rentals, and commercial brokerage across the same Western Cape and KwaZulu Natal metros.
• Chas Everitt International Property Group: National South African real estate brand offering residential sales and rentals across major metros. Directly comparable business model (commission-based independent agents) with overlapping regional coverage.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/thestorey_realestatecpt?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw%3D%3D
• LinkedInlinkedin.com/company/the-storey-real-estate

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 The Storey Real Estate