Major shift for South Africa’s property market is coming
South Africa’s property market is expected to experience a major shift following several years of stagnation after the massive interest rate hikes experienced in 2022.
Justin Easthorpe, provincial sales manager at ooba, told MoneywebNOW that 2026 will see rising demand, higher prices, and a notable surge in first-time buyers.
That recovery was reflected directly in ooba’s lending data. Easthorpe explained that the company saw its application volumes increase by 9%, but what stood out even more was the value of those applications.
“The rand value of the properties surged to 17% in 2025, something he described as a really positive end to the year, which sets a strong base for 2026.
A key driver behind this optimism is the interest rate environment. Easthorpe said the outlook is improving. If inflation remains under control, he believes the relief could be meaningful.
“If the government can adhere to the inflationary targets, we certainly do expect to see in this interest rate cycle another 50 to 75 basis points cut, which will certainly alleviate the financial pressures of the consumer.”
Looking ahead to 2026, Easthorpe noted that the most important shift in the market is the growing influence of first-time buyers.
“What we’re definitely seeing is the increase of the marginal increase, and we’re hoping to see a much bigger increase in the first-time homebuyer space,” he said.
These buyers are critical because, as Easthorpe put it, those first-time homebuyers drive the property market, creating a base of long-term participants who will buy, sell and trade up over decades.
Additionally, he highlighted a clear demographic change among buyers. “We’re seeing a lot more female purchasers coming into the property market,” he said.
Easthorpe pointed to a broadening buyer profile. At the same time, a more stable interest rate environment is helping younger generations enter the market, particularly Gen Z.
“We’re also seeing the Gen Zs coming into the market and the Gen Zs demanding or calling for more sustainable properties to purchase,” Easthorpe explained.
What to expect
Younger buyers are increasingly focused on energy efficiency, emissions reduction and certified green standards.
Geographically, Easthorpe said there are also important shifts underway. Coastal developments are attracting renewed interest, particularly in KwaZulu-Natal.
“We are seeing coastal developments, and we’re also seeing in the KZN area the attraction of both local and international investors,” he said, which is promising for that market after years of disruption from floods and unrest.
In Gauteng, some sought-after areas include Sandton and Waterfall, while Rosebank is beginning to reach equilibrium after a wave of new stock.
The return-to-office trend is another factor reshaping buyer behaviour in 2026. Easthorpe said buyers are increasingly prioritising convenience and connectivity.
“The consumer [is] wanting to find properties that are closer to the urban roads, closer to transport connectivity,” he explained.
This includes essentials such as fibre and flexible spaces to support hybrid work as companies push employees back into offices.
Security also remains a non-negotiable for many buyers. Easthorpe said when asked about secure estates. He added that this is especially true for first-time buyers, who are often entering the market through sectional title properties.
“People [are] wanting more of the secure environment where they feel that they’re slightly more secure,” he said.
Additionally, Easthorpe highlighted that overlooked provinces, such as the Free State, are seeing first-time buyers dominate.
“65% of applicants in the Free State are first-time homebuyers,” he said, calling it a powerful signal of growing activity.
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