Global forces, such as urbanisation, digitalisation, and new ways of working, affect property markets everywhere. However, in South Africa, it’s the youth, numbering over 10 million, who are driving the most significant changes.
First-time buyers remain a significant force in the market. Nearly half of all home loan applications now come from first-time buyers, proving that interest in ownership remains strong, even though the average age of entry has shifted later, from 33 a decade ago to around 36–37 today.
Younger estate agents are increasingly connecting with younger buyers. Their natural use of digital tools, such as WhatsApp and Instagram, creates a cultural and technological alignment that builds trust. However, experience and local knowledge still remain critical to closing deals.
Younger buyers are also changing the dynamics of suburbs. Their preferences bring lifestyle-driven amenities such as coffee shops, co-working spaces, and fitness studios into neighbourhoods. Over time, these choices shape property values and transform communities into more vibrant and youthful spaces.
When it comes to purchasing decisions, sustainability is a strong value, but tech-enabled convenience often tips the scales. Fibre internet, smart home features, and security apps regularly win out in practice. Developments that combine both sustainability and technology hold the most appeal.
Alternative ownership models are also entering the conversation. Fractional ownership and tokenisation are still in their early stages locally, but they resonate with younger buyers who find themselves priced out of traditional property. As regulations mature, these models may become mainstream.
Finally, property search habits are evolving. Younger buyers are not only browsing traditional portals, but also turning to Instagram, TikTok, and YouTube for inspiration and discovery. Virtual tours, lifestyle reels, and influencer walk-throughs are shaping how they view and engage with properties.
Other shifts worth noting include an affordability-first mindset that is driving demand for creative financing and rent-to-buy models, a more mobile approach to ownership where homes are purchased with a five-to-ten-year horizon rather than as “forever homes,” and a rise in co-investment between siblings or friends.
The message is clear: demographics are not just statistics. They are early signals of tomorrow’s demand. South Africa’s youth are already reshaping the property landscape, and the market is moving with them
