Gen Z enters the property market
With the oldest Gen Zs (those born between 1997 and 2012) now edging closer to 30, the 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 is somewhere around the age of 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 is 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.
Same challenges
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 towns, 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 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.
Different priorities
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 have 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.
As the younger generation continues to move towards homeownership, REMAX recognises the importance of supporting first-time buyers, particularly younger demographics like Generation Z.
“We know that the property market can be daunting, especially for first-time buyers. We are committed to providing expert guidance to help all buyers, sellers, and tenants navigate the property market effectively. For those who are looking for answers, visit our blog for a range of useful property-related topics, or set up a free appointment with your nearest REMAX Office to speak to a trusted real estate professional,” Goslett concludes.