There are always global mega-trends that impact real estate. In current times these include rapid urbanisation, semi- and reverse migration, nomadic and remote working lifestyles, interest rate challenges, unemployment and job creation, global economic influencers, sustainable and smart homes, wellness, multigenerational households, and ever-changing digitalisation.
These are factors that apply to all real estate investors, but more so to the youth who will bring about the next wave of property owners. With some 1.2-billion young people between the ages of 15 and 24, of which more than 10-million reside in South Africa, the local real estate market can expect change. They dictate and drive innovation, what is marketed and how, and lead the evolution of processes and systems. This is as true for the property market as it is for any industry or service provider.
In South Africa the youth is already shaping the property landscape. “Their influence is both dynamic and increasingly significant,” says Tony Clarke, director of Rebosa - Real Estate Business Owners of South Africa - which is a non-profit organisation representing real estate business owners and principals within the residential real estate sector.
Clarke provides some market insights, supported by statistics:
From Ooba (Q1 2025), 46.5% of home loan applications now come from first-time buyers — a clear indication of the youth market’s continued interest in entering the property space, even amid economic headwinds.
The average age of first-time homebuyers has climbed to around 36–37 years, up from 33 a decade ago (as noted by IOL, April 2025), suggesting that younger people are still active in the market — just later than before. In the Western Cape, that average is slightly younger at 34.2 years (The Citizen, Nov 2024).
Lightstone reports that only 27% of home purchases in 2023 were by buyers under 35 (down from 31% in 2018). It’s worth noting that these buyers are spending more: According to PropertyWheel (2024), the average home price for 18–25-year-olds has increased by 30% over the past five years — reflecting a growing appetite for long-term investment over short-term affordability.
Ignoring these demographic signals would be a mistake as these could be predictors of the future of the property market, with some of them currently in play. Clarke responds to five of those:
Trend One: Do younger estate agents attract younger buyers?
“Yes, to a degree. Younger estate agents often possess a better cultural and technological alignment with younger buyers, which can enhance trust and communication. Their natural use of digital tools — from WhatsApp to Instagram — matches the way younger consumers prefer to interact. However, property transactions are still trust-based, so competence and local knowledge remain key regardless of age.”
Trend Two: Do younger buyers change a suburb's dynamics?
“Absolutely. Younger buyers bring lifestyle shifts that affect local amenities, business types, and even community engagement. A suburb might see an increase in co-working spaces, coffee shops, or fitness studios. Over time, this creates a more youthful, vibrant community fabric and can influence property values and demand patterns.”
Trend Three: Sustainability vs Tech — what do younger buyers value more?
This is an evolving debate. While many young buyers express strong values around sustainability, in practice, tech-enabled convenience (smart home features, fibre internet, security apps) often wins out during actual purchase decisions. That said, developments offering both — e.g., energy-efficient smart homes — are most attractive to this demographic.
Trend Four: Is tokenisation/fractional ownership popular among the youth?
"It’s more of a curiosity than a mainstream trend at this stage. Tokenisation and fractional ownership are still in the early stages in South Africa but the concept does resonate with younger individuals who are priced out of traditional ownership. As regulatory frameworks evolve and platforms mature, this model could gain serious traction, especially in urban and sectional title markets.”
Trend Five: Non-traditional property search habits
“This is one of the clearest youth-driven shifts. Younger buyers are increasingly using platforms like Instagram, TikTok, and even YouTube to discover properties — not just for inspiration, but as an entry point to viewing and engaging. Virtual tours, lifestyle reels, and influencer walk-throughs are fast becoming powerful marketing tools. Traditional portals remain relevant, but social media is growing as a discovery and trust-building platform.”
Clarke says there are three additional trends worth mentioning:
Affordability-first mindset: The youth are driving demand for creative financing, rent-to-buy models, and mixed-use developments.
Lifestyle mobility: There's less of a "forever home" mentality and more interest in properties that suit a 5–10 year lifestyle plan — flexibility is key.
Diversity in ownership: We're seeing more young buyers co-investing with friends or siblings, breaking traditional household buying models.
Demographic trends aren’t merely about statistics for whilst interesting, the best use of that knowledge is to anticipate tomorrow's demand before it becomes obvious and too late.
