Younger property buyers: redefining real estate with new expectations and values

Younger property buyers are approaching real estate with distinct expectations and values, as South Africa’s property landscape continues to evolve. 

Their decisions are shaped by broader economic realities, digital fluency, and a growing awareness of long-term sustainability, says Adrian Goslett, CEO of REMAX Southern Africa.

“What stands out most is their desire for transparency, flexibility, and relevance, both in the properties they choose and the agents they trust.

"This shift challenges the industry to adapt not only in how we market and sell properties, but also in how we support and develop our agents to resonate with the next generation of homeowners,” Goslett said.

The real estate company said that as the younger generation ages up into the homeownership market, younger buyers are becoming a driving force behind notable shifts in buyer behaviour and suburb revitalisation.

It said this generation of buyers brings a new set of priorities and expectations that are reshaping how homes are bought, sold, and marketed in South Africa. 

The company said it has already noticed shifts in how the younger generation prefers doing business. 

“In our market, there is a clear trend: younger buyers tend to connect more easily with younger estate agents,” says Nadia Aucamp, broker/owner of REMAX All Stars. 

She noted that they share similar perspectives on property, lifestyle, and communication styles, which builds trust and comfort during the buying process. The way that they find property is also different from the generation before them.

“Social media is increasingly becoming a go-to platform for property searches among younger buyers. They are highly responsive to listings shared via social platforms, particularly video content that helps them connect with agents before meeting with them in person.

"Interestingly, even some retired buyers are also turning to social media, likely due to the time they have available to explore listings,” says Aucamp. 

Apart from this, the company said younger buyers also tend to have different house-hunting priorities than the older generation of buyers. In Aucamp’s experience, younger buyers in the area tend to prioritise sustainability over cutting-edge tech.

“Many are purchasing fixer-upper homes and investing in upgrades with a long-term, environmentally conscious mindset (like solar system backup and water tanks for backup water supply, etc.).

"While there are exceptions (some do seek out tech-forward homes), this is still less common among the younger demographic,” she said. 

While younger buyers are undeniably driving change within the real estate market, REMAX Southern Africa said change itself is not something to resist-in fact, it often brings fresh opportunities for growth and innovation. 

According to Aucamp, younger buyers can significantly reshape a suburb’s character. For example, she notes that in Alberton, they have seen a notable influx of younger homeowners revitalising older areas.

She said this shift has sparked new developments, including childcare facilities, reflecting the changing needs of the community.

“Life stage plays a major role here, as younger residents bring different priorities and energy to the suburbs compared to older homeowners.” 

As South Africa’s property landscape continues to transform, the company said it is clear that the younger generation is not just influencing the market but is actively redefining it.

For those in the industry, it said embracing these shifts is not just wise, but essential. It said that while change may feel unfamiliar, it was also where the greatest potential for progress lies.

South Africa’s youth play a pivotal role in shaping the future of the housing and property sector, says Nondumiso Ncapai, the managing executive at Absa Home Loans.

She said they are driving demand for affordable, well-located, and digitally enabled housing options that suit their evolving lifestyles. However, she emphasised that challenges such as high unemployment and the rising cost of living continue to limit their ability to enter the property market.

“Encouragingly, the latest Absa Homeowner Sentiment Index (HSI) shows positive shifts: the average age of first-time buyers has decreased from 40 to 38, and for property investors, from 45 to 43 over the past three years.

"This signals that younger buyers are gradually making inroads into homeownership and property investment, despite the economic pressures they face,” Ncapai said. 

To strengthen youth participation in the sector, she said it is vital to address the barriers of economic instability and unemployment that drive negative buying sentiment. These barriers were flagged as challenges by respondents who participated in our Absa HSI research, she said. 

According to Absa Home Loans, homeownership education and financial literacy programmes can empower young South Africans to make more informed decisions and take advantage of opportunities in the property market. 

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