How the youth are shaping the real estate market
REMAX Southern Africa shares insights into how the younger generation will change the local housing market.
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. This generation of buyers brings a new set of priorities and expectations that are reshaping how homes are bought, sold, and marketed.“As the property landscape continues to evolve, we are seeing younger buyers approach real estate with distinct expectations and values,” says Adrian Goslett, CEO of REMAX Southern Africa. “Their decisions are shaped by broader economic realities, digital fluency, and a growing awareness of long-term sustainability.
“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.”
Nadia Aucamp, Broker/Owner of REMAX All Stars, 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. They share similar perspectives on property, lifestyle, and communication styles, which builds trust and comfort during the buying process,” she notes.
Property search
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, 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 explains.
While younger buyers are undeniably driving change within the real estate market, 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, in certain areas, “we’ve seen a notable influx of younger homeowners revitalising older areas. 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 the property landscape continues to transform, it’s clear that the younger generation is not just influencing the market – they’re actively redefining it.