Why winter is the perfect time for strategic moves in the South African property market

South Africa's property market typically experiences a slowdown during winter. However, the current season suggests a strategic pause in transactions rather than a significant downturn.

John Herbst, CEO of Fine & Country Sub-Saharan Africa (SSA), said there’s a growing awareness that the property market is no longer strictly seasonal in the way it once was.

“Winter might cool activity, but it sharpens focus. We’re seeing serious buyers use this time to identify long-term investments, whether it’s relocating to lifestyle estates or acquiring rental stock in high-demand urban hubs,” Herbst said.

For buyers, investors and developers alike, winter is said to no longer simply be a slow season but an opportunity to recalibrate and act decisively in a market that continues to evolve.

While historically viewed as a quieter season for real estate, winter is said to have become a time when shrewd buyers make calculated moves.

Properties that may have lingered on the market since summer can now come with more room for negotiation. With less buyer competition and sellers looking to secure deals before the spring uptick, winter provides leverage for those who are already prepared.

According to Fine & Country Sub-Saharan Africa, a company that offers luxury property for sale and expert service, the Western Cape remains one of the most resilient markets in the country, with consistent demand from semigrating professionals, retirees, and young families.

It said this has fuelled the buy-to-let market, particularly in areas like the Southern Suburbs, Century City, and parts of the West Coast.

Herbst said investors are zeroing in on areas with strong rental yields and lifestyle appeal. “With persistent demand from incoming professionals and limited supply, well-positioned buy-to-let properties are performing particularly well, even in winter.”

Coastal towns like Hermanus, George, and St Francis Bay are said to continue to see steady interest, especially among remote workers and retirees looking for quality of life.

What was said to be notable this year is the growth of demand in secondary inland cities such as Bloemfontein and Polokwane, where infrastructure has improved, and affordability remains a key drawcard.

The Eastern Cape, once overshadowed by the Western is said to be enjoying a quiet boom. Towns like Kenton-on-Sea and Jeffreys Bay are increasingly popular for holiday homes that double as short-term rental investments.

“Value-for-money is playing a huge role,” Herbst said. “Buyers are branching out, and the Eastern Cape is benefiting from that shift, particularly among second-home purchasers who want lower holding costs and relaxed coastal living.”

In provinces like the Free State and parts of Mpumalanga, affordability continues to attract first-time buyers. With interest rate cuts anticipated later this year, more young professionals are expected to enter the market through joint purchasing and collective saving models.

The 2025 winter was said to highlight key behavioural shifts that include long-term thinking over quick turnover as buyers are prioritising location, infrastructure and future value over short-term gains.

Lifestyle estates offering security, fibre connectivity, schools and leisure facilities remain a top choice, especially in colder months, when indoor amenities become even more valuable.

Energy resilience is non-negotiable, with load shedding remaining an ongoing concern, solar panels, inverters and energy-efficient designs are major selling points regardless of season.

Meanwhile, the conventional perception is that first-time homebuyers typically prefer sectional title properties, over the past decade the vast majority of homes purchased by this sector as their primary residence has been freehold homes, says Dr Andrew Golding, chief executive of the Pam Golding Property group.

During this period, according to data from ooba Home Loans, the percentage of freehold homes purchased by first-time homebuyers has barely shifted, declining from 70% in 2014 to 66% in 2024.

“Increasing demand from first-time buyers has resulted in a real (inflation-adjusted) increase in the average price paid by those purchasing their first property during the first four months of the year.

During the first four months of 2025, the national purchase price by home buyers in South Africa averaged R1.66 million, which reflects an increase of +2.7% compared to the same period last year.

Notably, during the same four-month period this year, the average price paid by first-time buyers was R1.245 million, which shows an increase of +4.7% compared to year-earlier levels,” Golding said. 

Herbst said winter separates speculative buyers from serious ones. “Those who understand market timing are not waiting for warmer weather, they’re acting now, informed by data, long-term vision, and the need for homes that work year-round.”

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