Buyers and sellers in the Cape Town luxury real estate market have different priorities, but both expect confidence in three key aspects of the deal: its value, the advice received, and how the process is managed.
When a home represents decades of investment or marks the beginning of a new life stage, the experience of the agency handling the process becomes critically important. DG Properties, an agency operating in the market since 2002, has a history of record sales and a long presence on both the Atlantic Coast and in the Southern suburbs. The company was initially sold to a large property group in 2018, after which its brand underwent refinement.
Today, the agency leverages this accumulated market experience, where expectations go far beyond just a sign, a launch, or glossy photographs. Selling luxury property requires finesse: the ability to recognize the uniqueness of the property, attract qualified buyers, ensure customer-oriented service, and select a strategic approach that suits various client needs. Sometimes this requires wide reach, and sometimes it demands complete confidentiality.
In the January 2026 market review, Managing Director Alexa Horne defines confidentiality as a 'hallmark of the ultra-luxury landscape.' For buyers and sellers who prioritize secrecy, off-market deals allow properties to be promoted through private networks, avoiding public listings. DG's approach includes direct contact with potential buyers, personal support via phone and WhatsApp, and closed viewings. For selected properties, virtual tours help buyers gauge their interest before visiting the seller's home, thereby reducing unnecessary visits.
It is also important to understand the composition of the buying audience. The DG review notes activity at price points above 50 million and 100 million Rand, with buyers arriving from Gauteng and KwaZulu-Natal, the UK, and Germany, as well as other parts of Africa. Reaching the right audience requires both market knowledge and reliable connections.
Alexa Horne leads the agency alongside Paul Upton, Head of Development, and Odette Maartens, Head of Leasing. On the Atlantic Coast, the company's history includes several landmark sales in niche areas such as Mouille Point and Bantry Bay. These record deals continued with the opening of a Southern Suburbs branch in 2015, extending the legacy of top-tier work to Bishopscourt, Upper Claremont, and Constantia. These impressive sales demonstrate the agency's proven expertise in executing major property transactions. In one Mouille Point deal, the buyer's identity remained confidential—an example of combining discretion with a publicly announced achievement.
This experience also applies to luxury rentals. In 2026, DG concluded more long-term high-end leases than ever before, including rentals from 100,000 to 252,000 Rand per month in prestigious locations such as Sea Point, Bishopscourt, Constantia, and Steenberg Golf Estate. In addition to private marketing, DG's offerings include digital marketing strategies tailored to client goals, as well as open houses and results-oriented content creation.
For the seller, the key question is how to attract the right buyers while respecting what is most important to them. For the buyer, it is how to find the right property and receive the necessary advice for a confident purchase. When buying or selling luxury property in Cape Town, agency experience plays a crucial role in shaping advice, selecting marketing solutions, and meticulously managing the transaction. For DG Properties, the value of its experience since 2002 lies in applying this knowledge to what is most important to the client today.