South Africa’s property market is entering a new chapter. Lifestyle buyers, investors and high-net-worth individuals are reshaping demand - from secondary towns to luxury estates - while lending conditions and fraud awareness remain top of mind.
Secondary towns steal the spotlight
More buyers are looking beyond traditional metros, drawn by affordability, natural beauty and a slower pace of life.
Pam Golding Properties area principal Angela Walker says Underberg, in the foothills of the Southern Drakensberg, has seen growing interest. “Freestanding homes on 2 000 to 4 000 sqm stands typically sell between R1.5 million and R4 million, offering exceptional value alongside trout fishing, hiking and easy access to the Sani Pass,” she explains.
“Younger families from Johannesburg and Durban are relocating, while retirees often buy up to around R3 million,” Walker adds.
Other hubs gaining traction include Hermanus, George, Paarl and Langebaan, where lifestyle and value remain key drawcards.
Estates remain the gold standard
Secure estates continue to dominate aspirational living, appealing to families, professionals and investors alike. These developments combine natural beauty, access to good schools, and lifestyle amenities with long-term investment potential.
According to Surina du Toit, Pam Golding Properties area manager for Paarl, Franschhoek, Wellington and Worcester, estates and lifestyle farms have seen sustained demand since Covid. “Families love Val de Vie and Pearl Valley estates mainly due to the reputable schools on site or nearby, as well as the lifestyle, but it’s the combination of natural beauty and all-round security that really draws them in,” she says.
International interest is also shaping the market. Du Toit notes that buyers from Europe - and more recently the US - are driving demand in the Franschhoek Valley, while many South Africans are returning from abroad for the lifestyle that estates like Val de Vie offer.
Interest rates and buyer confidence
Finance remains a key driver of demand. Following the South African Reserve Bank’s 25 basis-point repo rate cut in July, the rate now stands at 7%, bringing prime to around 10.5%.
Craig Mott, National Sales Manager for Rawson Property Group, notes: “Even a small reduction gives consumers some breathing room. It builds confidence and keeps buyers engaged.”
Samuel Seeff, Chairman of Seeff Property Group, has called for further cuts, saying meaningful rate relief is needed to stimulate activity. While the market has not yet returned to pre-pandemic volumes, consumer confidence is at its highest in a decade, according to the Absa Homeowner Sentiment Index.
Fraud awareness on the rise
With transactions involving large sums, property fraud is becoming more sophisticated. Common risks include intercepted payments, fake listings and fraudulent agents.
Property experts urge buyers and sellers to:
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Verify every agent’s Fidelity Fund Certificate on the PPRA register.
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Confirm all banking details directly with your conveyancer - never via email alone.
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Insist that funds are paid only into regulated trust accounts.
The road ahead
The demand for lifestyle-rich towns and secure estates shows no sign of slowing, especially as infrastructure upgrades - such as the resurfacing of the R617 between Underberg and the N3 - improve accessibility.
Combined with possible further rate relief and heightened awareness of fraud risks, 2025 could prove a turning point for buyers seeking value, prestige and peace of mind in South Africa’s evolving property market.
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