09-08-2025
How women are reshaping South Africa's property market
In celebration of National Women's Day this August, REMAX Southern Africa is taking a closer look at how women are shaping the property landscape in South Africa. The face of the average homebuyer is changing and increasingly, it is female. From single professionals to entrepreneurial mothers and retirees, women are stepping into the property market with financial independence, clear goals, and a growing influence over how, where, and why homes are being bought.
'Women are not just entering the property market – they are transforming it. Their influence is driving change across buyer priorities, development planning, and agent strategy across the country,' says Adrian Goslett, regional director and CEO of REMAX Southern Africa.
Looking at the Gqeberha market, Kobie Potgieter, Broker/Owner of REMAX Independent Properties, observes this shift first-hand. 'There has certainly been a rise in multi-generational purchases, often led by women who are buying with both current and future family needs in mind, whether it be raising children or caring for aging parents. But, we are also seeing a rising number of financially independent women, particularly professionals, entrepreneurs, and single mothers, entering the market with confidence and clarity around what they want from a property. They're driving demand for homes that offer security and peace of mind, such as access-controlled estates; low-maintenance living, like sectional title homes; community connection; and proximity to family, work, and essential services,' she says.
'Developments like Westbrook, for example, are catering to these priorities exceptionally well. With a master-planned approach that will include walkable communities, schools, retail spaces, and 24/7 security when the project is completed, the appeal to female buyers is strong. These estates offer the balance of independence, lifestyle, and safety that many women seek.'
This sentiment is echoed by Kim Peacock, Broker/Owner of REMAX Dolphin Realtors. 'At REMAX Dolphin Realtors, we've seen a notable rise in single professional women, mothers, and even retirees independently purchasing property. These buyers are prioritising security, access to amenities, and lifestyle estates while simultaneously ensuring that they make emotionally intelligent and financially informed decisions.'
She adds that this trend is particularly evident on the North Coast, where women are driving demand in developments such as Simbithi, Dunkirk, Zululami, and Elaleni. 'Female buyers are no longer a niche in our market. Instead, they are a market-shaping segment.'
The demand for living in lifestyle estates is also strong within the Gauteng market. Nadia Aucamp, Broker/Owner of REMAX All Stars, adds: 'Security is a top priority for female buyers, with many preferring homes in secure complexes or estates. These buyers also value convenience and modern living, often looking for low-maintenance properties in central locations. While safety comes first, aesthetic appeal still holds strong. Stylish finishes, modern kitchens, and well-designed spaces remain key decision factors.'
In the Western Cape, where average property prices are far higher than the national average, women are embracing innovative approaches to enter the market. Barbara Larney, Broker/Owner of REMAX Wine and Whales, points out that property investment is becoming increasingly accessible through collective financial models.
'In our area women are becoming a major driving force in the property market. The stokvel model is increasingly being adapted for property investment among women. This collective approach not only makes property investment more accessible but also builds financial empowerment and wealth within the community.'
As South Africa celebrates National Women's Day, it's clear that the role of women in the housing market is not only growing but transforming the very nature of how properties are developed, marketed, and sold. 'We're proud to support and serve this powerful segment of buyers who are redefining what homeownership looks like in South Africa,' Goslett concludes.
Issued by: Kayla Ferguson
