Fotocasa Brand Guidelines: Anuntis 1999, a 2003 Name, Schibsted and Scout24

Two property sites and one kept name.

Fotocasa traces its roots to 1999 in Spain, though not under its own name. Spanish Wikipedia and the company’s own 25th-anniversary history, published in December 2024, both begin with Anuntis, a general classifieds portal launched that year with channels for property, cars and jobs. Its property channel, known as Anuntis Inmobiliario, was turned into a separate property portal called Vivendum.com in 2001–2002, the company says.

The Fotocasa name came from another company. In 2003, the company’s history says, Trader Segundamano, part of Trader Classified Media, launched a property portal under the Fotocasa.es brand; Spanish Wikipedia describes Trader Segundamano as Canadian. In 2004 Anuntis and Trader Classified Media merged, and the two property sites were combined into a single portal that took in the content, customers and know-how of both and kept the Fotocasa.es name, according to the company.

That history explains why the start date varies. Press reports of the 2025 sale, among them La Vanguardia in September 2025, give Fotocasa’s founding year as 1999 and its base as Barcelona, counting from Anuntis; the Fotocasa.es brand itself was launched in 2003, and the merged portal dates from 2004. The company marked its 25th anniversary in December 2024, also counting from the Anuntis start.

New owners arrived soon after the merger. In 2006 the Norwegian media group Schibsted bought 76 percent of the business, the company’s history says, and in the summer of 2013 it took full ownership of Anuntis. Spanish Wikipedia dates that last step to September 2013 and names the company Anuntis Segundamano. The company says the Schibsted years brought a strong push into mobile, with its app becoming one of the most used among Spanish property portals by its own account.

Listings, an index and a quality seal.

Fotocasa is a portal for homes to buy and to rent across Spain, covering resale homes and new builds; Spanish Wikipedia adds Andorra. Its listing pages, the company says, carry image galleries, videos and virtual tours, an interactive map showing nearby schools and other services, a mortgage comparison and alerts when a saved home is reduced or a similar one appears nearby. It runs apps for Android and iOS, and buyers and renters can contact the advertiser by email, phone or a built-in chat.

Data has become part of the brand. Since January 2005, Spanish Wikipedia says, Fotocasa has published a monthly index of home values in Spain, for sales and for rentals. In 2017 it launched Fotocasa Research, developed by its communications department with the market-research firm The Cocktail Analysis, according to the company, as a platform for studies of buying, renting and financing. A year earlier, in 2016, it opened Fotocasa Academy, a forum offering courses and teaching material for property professionals.

The business around the portal has grown into a group. Fotocasa’s own pages describe Fotocasa Group as an umbrella for six brands: Fotocasa, habitaclia, Fotocasa Pro, Datavenues, Witei and Inmoweb, serving both private users and estate agents. Habitaclia, founded in 2001 with offices in Mataró, near Barcelona, concentrates on coastal regions including Catalonia and the Balearic Islands, while Fotocasa covers the whole Spanish market, La Vanguardia reported in September 2025.

Advertising has leaned on that professional side. In May 2026 the company launched a campaign built around its Sello de Calidad, a quality seal it awards to estate agencies that meet its own service standards, with three television spots set to pop, ska and flamenco. Made by its marketing team with the creative agency Coyote, the campaign used ten AI tools and produced more than 750 versions of music, images and video before the final cuts, the company said; about 700 agencies held the seal at the time, by its count. The line invited viewers to search for a home with the quality seal and find their next home on Fotocasa. Earlier campaigns, the company says, centred on a calmer, less stressful home search.

How property portals present themselves.

Property portals sell a search, and their identities are built around it. Most of them put the same few objects in front of the visitor: a search bar for a town or postcode, a map with markers, and a grid or list of listing cards, each with a photograph, a short address and a few key facts. The brand lives in the details around that frame — the colour of the buttons and markers, the shape of the card, the label that flags a new or exclusive listing — because the photographs themselves belong to the agents and owners who supply them.

The wordmark often has to work very small. A portal’s name appears in an app icon on a phone screen, in a browser tab, on agents’ window cards and on the boards and printed particulars that agencies produce, so many portals rely on a short name or a single letter, a simple house shape or a solid block of colour that can be recognised at that size.

Campaigns tend to be plain. When portals advertise on television, online or on posters, they usually show the moment of moving or searching rather than the interface, and they repeat a short line that the company then carries into its app and website. Some run separate brands for rentals, new homes, luxury property or commercial space, each with its own name but a shared visual system.

Behind the consumer brand there is usually a corporate one. Many portals are owned by publishers, listed groups or investment firms, and their corporate pages explain ownership, the markets they cover and the brands in the family, often with a plainer palette than the consumer site. Read together, the consumer site and the corporate page show how a portal wants to be seen by home-seekers, by agents and by investors.

From Adevinta to Scout24.

Fotocasa later sat inside Adevinta Spain, alongside Infojobs, Coches.net, Motos.net and Milanuncios, Spanish Wikipedia says, part of the group it names as Schibsted, now Adevinta. In July 2025 the Swedish investment firm EQT agreed to buy Adevinta’s Spanish business, La Vanguardia reported. On 18 September 2025 the German group Scout24, owner of ImmoScout24 in Germany and Austria, announced that it would buy Fotocasa and Habitaclia from EQT. The paper reported Scout24’s figures of more than eight million combined monthly active users and close to a million listings across the two portals, and said both would keep their names and their management teams.

The purchase has been completed. On 3 March 2026 Fotocasa said that Fotocasa Group had formally joined Scout24 after the deal announced in September 2025 received all regulatory approvals, and that its brands would keep operating under their current names with local leadership. The trade site Online Marketplaces reported the same week that Scout24 had acquired the group from EQT after the Adevinta divestment and that Fotocasa would keep its independent branding. Fotocasa puts the combined reach of the two companies at 27 million users a month and about 40,000 professional clients across Europe. Tony Blamey leads Fotocasa Group as its managing director.

For a design guide, Fotocasa shows how a name launched by one company can outlast a merger and several changes of owner while the product stays a plain search for homes. Compare idealista, another Spanish property portal, and ImmoScout24, its sister portal under Scout24 since 2026. For this guide we use ink blue, terracotta and ochre with a geometric sans, an unofficial interpretation; no product or logo is reproduced.

Keep Fotocasa’s identity on hand — save it to a board in the Made Good inspiration library.