Gen Z enters the property market

With the oldest Gen Z’s (those born between 1997 and 2012) now edging closer to 30, the South African property market is poised for a significant shift. Tech-savvy, socially conscious, and entrepreneurial, this generation is approaching property investment with a distinctly different mindset from their predecessors.

While the average age of first-time buyers in South Africa is approximately 36, there will always be a few outliers who are already making their way onto the property ladder. Adrian Goslett, regional director and CEO of RE/MAX of Southern Africa, says that what’s different about Gen Z’s are their willingness to think creatively about property ownership.

“Realising how expensive property has become, many are open to co-buying with friends or family, house hacking (renting out portions of their property), or starting with investment properties rather than primary residences. These creative approaches will likely influence financing models and property development trends over the next decade,” says Goslett.

Despite their ambition, Gen Z faces many of the same challenges as previous generations: affordability, access to financing, and rising living costs. With the average property prices increasing, especially in major metros, affordability remains a critical barrier. This generation tends to favour smaller, more manageable homes, apartments in lifestyle estates, or properties in up-and-coming suburbs that promise long-term value.

“The entry of Gen Z into the South African property market is likely to bring about meaningful changes — not only in the types of properties that are in demand but also in how they are marketed and financed. Prioritising independence and meaningful experiences, and empowered by remote working possibilities, this generation is redefining success by moving beyond the conventional life paths embraced by those before them – often including the model of the large family home with a white picket fence,” he states.

This is strengthened by findings according to the BetterBond Property Brief, July 2025. According to the Brief, in 2021, the average house price cost buyers aged 21–30 the equivalent of 3.2 years of income. By 2025, that ratio improved to 2.6 years. The report notes that younger buyers are still impacted by high lending rates and required deposits, which has muted property activity in this segment.

“Rather than maxing out their income to finance a home loan, younger buyers might prioritise having more freedom and flexibility with their finances,” Goslett proposes.

Issued by: Kayla Ferguson