Advertorial
In May 2024, Private Property embarked on a brand refresh to align its evolving vision with the needs of the South African market. With the tagline “We have a space for you”, the brand aimed to enhance its identity as a property platform that connects people to their dream spaces, enriching lives and empowering futures.
CEO, Theo Mseka, shared insights on the rebrand: “We needed to rebrand as part of communicating our renewed vision and promise in a way that not only aligns more closely with our evolving goals and market demands, but also captivates and engages our audience.”
A Brand for the Everyman
As an “Everyman” brand, Private Property focuses on relatability, inclusivity and community. The brand strives to be approachable and create deep connections with people from all backgrounds, making everyone feel they belong. This approach aligns its mission to help South Africans find the right space for them, easily and intuitively.
Rolling out the new brand across channels
The brand refresh was promoted across multiple channels, including a television commercial (click here to watch), radio ads covering key stages of the property journey, and digital and out-of-home billboards nationwide, all supported across social media. The reach of the campaign was substantial and its unanimous call directing the public to the revamped website, emphasising “We have a space for you” through the listings of agency partners, yielded significant traffic.
Recognition and accolades
The TV commercial gained notable recognition, featuring on international site Shots, where the best short films/ads/documentaries/music videos from around the world are curated, as part of the “Best of August 2024” selection. The ad also received a nod at the IDidThat Craft Awards, the SA platform that recognises outstanding works in the film medium from the region. In September, it was one of the top six global films by a respected international creative judge on Best Ads On TV.
The radio ads have also been highly acclaimed, with a top six selection, and Best of Week category win on Best Ads On TV during September, a testament to the campaign’s quality and impact.
With this rebrand, Private Property reaffirms its promise to connect South Africans to spaces that inspire and fulfil, backed by a vision of inclusivity and community.
Private Property celebrates YouTube success
Private Property has achieved a Silver Play Button for the 100,000 subscribers reached on its YouTube channel. The button is a celebration of influence and engagement and is a highly sought-after symbol of success.
Private Property CEO, Theo Mseka, on the speaker trail
Africa Property Investment (API) Summit – 19 and 20 September 2024 in Cape Town
Theo represented Private Property at the prestigious Africa Property Investment (API) Summit on 19 & 20 September 2024 in Cape Town. He joined an impressive lineup of speakers to discuss industry insights, market trends, and the future of property investment in Africa. Additionally, Theo was selected as a judge for the Proptech Forum Competition, a key event that highlights cutting-edge innovation in the real estate technology space.
Property Portal Watch (PPW) Conference– 2 to 4 October 2024 in Barcelona
Theo delivered an address to conference delegates on how AI is driving growth in an emerging market.
Partnering with My Design Rules (MDR)
Private Property is a proud sponsor of My Design Rules, a high-energy reality competition where four design duos battle it out to transform four Sea Point apartments in Cape Town. In this current season, MDR embraces the art of affordable design, showcasing stunning, budget-friendly spaces to inspire viewers—even in challenging economic times. Each episode offers fresh ideas and insights to help viewers realise their dreams of investing in property and transforming their homes to their fullest potential, whether for personal enjoyment or with an eye toward the market.
The 13-episode series airs in prime time on SABC3, reaching up to 1.6 million viewers every Sunday from 7:00 to 8:00 pm, with repeat showings on Thursdays (2:00 to 3:00 pm) and Sundays (1:00 to 2:00 pm). As part of the sponsorship, Private Property also gains valuable exposure on SABC3’s Espresso Morning Show, airing weekdays from 6:00 to 9:00 am), as well as on the show’s social media channels.
Adding an extra layer of expertise and excitement, select Private Property existing and prospective customers join as expert judges on each episode. They share insights on property value, empowering viewers with practical knowledge and motivating them to list their properties. The judges will all join Private Property CEO, Theo Mseka for the season finale, making it a memorable event.
