Ruby Living (Pty) Ltd, in partnership with Fedgroup, operates luxury retirement lifestyle estates across South Africa under the Ruby Living brand. Our estates include Pinelands Grove (Cape Town) and Mulbarton Manor (Johannesburg), with further communities under development.

This Privacy Policy explains how we collect, use, store, and protect your personal information when you interact with our website (rubyliving.co.za), respond to our advertisements, or submit an enquiry. It applies to all visitors, prospective residents, and their families.

Responsible Party: Ruby Living (Pty) Ltd, in partnership with Fedgroup. By using this website or submitting your details, you consent to the practices described in this policy, in accordance with the Protection of Personal Information Act 4 of 2013 (POPIA).

We collect personal information in a number of ways, depending on how you interact with us.
Information you provide directly

• Full name and contact details (phone number, email address)
• Enquiry type — whether you are enquiring for yourself, a parent, or someone else
• Interest level and timeline (purchasing or renting, now or later)
• Estate preference (Pinelands Grove or Mulbarton Manor)
• Any additional information you choose to share via our contact or tour booking forms

Information collected automatically

• IP address and browser type
• Pages visited, time on site, and referring URL
• Device type and operating system
• Cookie identifiers and advertising identifiers (see Cookie Preferences below)

Information collected through advertising platforms
When you interact with our advertisements on Google or Facebook/Meta (including lead generation forms on those platforms), the information you submit is transferred to us and stored in our CRM system. This is covered in detail under CRM & Sales Team Access

We will only use your personal information for the purposes for which it was collected, or for purposes that are compatible with those purposes. These include:

 

PURPOSE	LAWFUL BASIS
Responding to your enquiry about a Ruby Living estate	Consent / Contractual necessity
Booking and conducting estate tours	Contractual necessity
Assigning your enquiry to a sales agent in our CRM	Legitimate interest / Consent
Sending you relevant information about our estates and offers	Consent
Running targeted advertising on Google and Facebook/Meta	Consent (via cookie preferences)
Analysing website traffic to improve our online presence	Legitimate interest
Complying with our legal and regulatory obligations	Legal obligation

We will never sell your personal information to any third party, or use it for purposes unrelated to the Ruby Living sales and marketing process without obtaining your explicit consent.

When you submit an enquiry — whether via our website, a Google lead form, or a Facebook/Meta lead generation campaign — your information is automatically captured into our Customer Relationship Management (CRM) system.

This system is accessible to our authorised sales agents and estate consultants at Ruby Living. Your information is shared with them for the sole purpose of following up on your enquiry and guiding you through the process of finding a suitable retirement living option. 

What happens with your information

• Your enquiry is assigned to a sales agent at the relevant estate
• The agent will contact you by phone or email to discuss your needs
• Your record will be updated as the conversation progresses
• If you proceed to a tour or purchase, additional information may be requested

Data processors and sub-processors
Our CRM and communication tools are operated by third-party service providers who act as data processors on our behalf. These providers are contractually bound to process your information only on our instructions, to maintain appropriate security standards, and not to use it for any other purpose.

Where data is processed outside South Africa, we ensure that adequate protections are in place in accordance with POPIA’s cross-border transfer requirements.

Ruby Living uses digital advertising to reach people who may be interested in our retirement lifestyle estates. We run campaigns on the following platforms:

Google Ads

We use Google Ads to display advertisements on Google Search and across the Google Display Network. Google may use cookies and similar technologies to show you our ads based on your browsing behaviour, interests, and demographic profile. We also use Google’s lead generation features, whereby you may submit your contact details directly within a Google ad — this information is then sent to our CRM.

Google’s privacy practices are governed by the Google Privacy Policy. You can manage your Google ad settings at adssettings.google.com.

Facebook & Meta Advertising

We run advertising campaigns on Facebook and Instagram (both owned by Meta) to reach prospective residents and their families. This includes traffic campaigns that direct visitors to our website, and lead generation campaigns where you may complete a form within the Facebook or Instagram interface. Information submitted via Meta lead forms is transferred securely to our CRM for follow-up by our sales team.

Meta may use cookies and pixels (including the Meta Pixel installed on this website) to track conversions, build audiences, and serve relevant advertisements. Meta’s privacy practices are governed by the Meta Privacy Policy. You can manage your Facebook ad preferences in your Facebook Ad Settings.

Remarketing
We may use remarketing features to show advertisements to people who have previously visited our website. This is done through cookies placed on your device during your visit. You can opt out of remarketing cookies using the Cookie Preferences section below.

Opting out of marketing communications
You may withdraw your consent to receive marketing emails or messages from us at any time by clicking the unsubscribe link in any communication, or by contacting us directly at sales@rubyliving.co.za. Opting out of marketing will not affect our ability to contact you regarding an active enquiry you have submitted.

The Protection of Personal Information Act 4 of 2013 (POPIA) grants you the following rights in relation to your personal information held by Ruby Living:

• Right of access — You may request a copy of the personal information we hold about you.
• Right to correction — You may request that we correct any inaccurate or incomplete information.
• Right to deletion — You may request that we delete your personal information, subject to our legitimate interests and legal obligations.
• Right to object — You may object to the processing of your information for direct marketing purposes at any time.
• Right to withdraw consent — Where processing is based on consent, you may withdraw it at any time without affecting the lawfulness of prior processing.
• Right to lodge a complaint — You may lodge a complaint with the Information Regulator of South Africa if you believe your rights have been violated.

Information Regulator (South Africa): JD House, 27 Stiemens Street, Braamfontein, Johannesburg, 2001 | POPIAComplaints@inforegulator.org.za

We retain your personal information for as long as is necessary to fulfil the purposes for which it was collected, or as required by law. Our general retention guidelines are as follows:

TYPE OF RECORD	RETENTION PERIOD
Active enquiry / sales pipeline records	Duration of enquiry + 3 years
Converted resident records	Duration of residency + 5 years
Unsubscribed or inactive leads	12 months from last interaction
Website analytics data	26 months (Google Analytics default)
Marketing campaign records	3 years

After the applicable retention period, your information will be securely deleted or anonymised.

We take the protection of your personal information seriously and implement appropriate technical and organisational measures to safeguard it against unauthorised access, disclosure, alteration, or destruction. These measures include:

• Secure HTTPS transmission of all data on this website
• Role-based access controls within our CRM, limiting access to authorised personnel only
• Regular security reviews of our data processing systems
• Contractual data processing agreements with all third-party service providers

While we take all reasonable precautions, no method of transmission over the internet is completely secure. In the event of a data breach that poses a risk to your rights, we will notify you and the Information Regulator in accordance with POPIA.

Our website and marketing operations involve the following third-party services, each of which may process your personal information as described:

SERVICE	PURPOSE	PRIVACY POLICY
Google Ads & Analytics	Advertising and website analytics	Google
Meta (Facebook / Instagram)	Advertising and lead generation	Meta
CRM Platform	Contact management and sales pipeline	Available on request
Fedgroup	Parent company and operational partner	Fedgroup

 

Links to third-party websites from this page are provided for your convenience. Ruby Living is not responsible for the privacy practices of those websites and encourages you to review their policies directly.

Cookies are small text files stored on your device when you visit a website. They help us provide a functioning website, understand how visitors use our site, and serve relevant advertising. You can manage your preferences below.

If you have any questions about this Privacy Policy, wish to exercise your POPIA rights, or want to make a complaint about how your information has been handled, please contact our Information Officer:

• Email: sales@rubyliving.co.za
• Phone (Pinelands): 021 530 0300
• Phone (Mulbarton): 010 745 2000
• Website: rubyliving.co.za

We will respond to all requests within 30 days. If you are not satisfied with our response, you have the right to escalate your complaint to the Information Regulator of South Africa. 

 

Changes to this Policy 

We may update this Privacy Policy from time to time to reflect changes in our practices, legal requirements, or the services we use. The most current version will always be available on this page, with the effective date noted at the top. We encourage you to review this policy periodically.