Dear Property Executive
The Changing Landscape of the Property Industry
New CPA regulations for property prospecting are changing the real estate game.
On 15 April 2026, the Minister of Trade, Industry, and Competition gazetted the Consumer Protection Act Amendment Regulations, 2026.
This marks a decisive shift from unsolicited access to a "permission-based" engagement model.
For real estate agencies, the use of cold calling, bulk SMS, and unverified prospecting lists now carries significant legal and financial risk.
Core Compliance Requirements
The regulations establish a National Consumer Commission (NCC) opt-out registry. Agencies must now implement the following:
Mandatory Registration: All entities engaging in direct marketing must register via Annexure P.
The initial 2026 fee is R2,574.00, with an annual renewal fee of R1,930.50.
Monthly Database Cleansing: Prospecting lists must be "cleansed" against the NCC registry every month, at a cost of R0.12 per entry.
Absolute Identification: All communications must clearly state the agency’s name, physical address, and contact details.
Penalty Risk: Non-compliance may attract administrative penalties of up to R1 million or 10% of annual turnover.
What This Means for the Industry
While registration portals are expected to be fully operational by July 2026, the underlying legal obligations are already in effect.
Progressive, high-performing agencies should move beyond high-volume outreach toward structured inbound marketing.
Targeted digital marketing and brand presence are no longer optional.
The focus should be on attracting interested clients to reach out to the company or practitioner.
The regulations do not apply to contacting businesses that fall outside the CPA definition of a consumer.
Those who ignore this new landscape—especially smaller agencies with little to no digital marketing budget—risk being left behind.
Success in this regulated environment will be defined by accuracy in data management, urgency in responding to opted-in leads, and a strong focus on professional brand authority.
Building strong client relationships and aligning with client-centric property companies will help set agencies apart by attracting clients organically.
This approach is far more sustainable than pursuing new business through sheer volume of calls, which has contributed to the industry’s poor reputation.
Additional Industry Insight
Another major event this month was the sale of the industry giant ReMax to Real, with its AI-powered brokerage platform.
This signals the emergence of a new type of real estate company—one that combines traditional brand presence and reach with the latest AI technology.
One thing is certain: the industry is changing, and it’s happening fast.
Yours in Property
Jacques Grove
Principal and Dreamer
