When it comes to buying property, men and women don't just have different priorities – they’re transforming the housing market in fundamentally different ways.
Nowhere is this more evident than in South Africa, where women own nearly 60% of residential properties, either independently or jointly, according to Lightstone data. They also outnumber men as first-time buyers, with most of these buyers being single or divorced.
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“These numbers tell a powerful story about financial independence,” says Yael Geffen, CEO of Lew Geffen Sotheby's International Realty in South Africa.
“Women aren't just buying homes; they're securing their futures. With longer life expectancies and nearly half of marriages ending in divorce, property ownership has become a critical form of empowerment.”
Safety vs. Investment: A Gender Divide in Property Priorities
Globally, safety tops women’s homebuying wish lists, with secure neighbourhoods, gated communities and smart security systems ranking as non-negotiables. But beyond security, women's priorities reveal a nuanced approach to homeownership that blends practicality with lifestyle aspirations.
According to multiple studies, women's top 10 homebuying criteria include:
- Safety and security – (gated communities, alarm systems)
- Affordability and value – (price per square metre, long-term costs)
- Proximity to quality schools – (even for buyers without children)
- Walkability and access to amenities – (groceries, healthcare, parks)
- Low-maintenance living – (modern fixtures, move-in ready condition)
- Energy efficiency – (solar power, insulation, sustainable materials)
- Home office potential – (remote work flexibility)
- Storage space – (walk-in closets, pantry organisation)
- Natural light and ventilation – (large windows, airflow)
- Community atmosphere – (neighbourly feel, social spaces)
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“Women view homes holistically – as sanctuaries, workplaces, and family hubs,” explains Geffen.
“They're willing to compromise on square footage for better locations or energy savings, which explains the growing demand for eco-friendly smart homes in urban areas.”
The Financial Pragmatism of Women Buyers
While men often focus on investment metrics like appreciation potential and rental yields, women demonstrate what economists call “practical investing” – balancing financial returns with liveability.
In South Africa's volatile economy, this approach proves particularly savvy.
“Women buyers scrutinise utility costs, maintenance fees, and resale factors that men might overlook,” says Geffen. “They're driving the market for smaller, well-locked homes in secure complexes; properties that hold value during economic downturns.”
This financial acumen extends beyond purchases. Lightstone data shows women-led households maintain lower mortgage default rates, and female landlords typically achieve higher occupancy rates in rental properties through attentive management.
Design Trends Shaped by Female Demand
Builders report shifting designs to meet women's preferences:
- Kitchens with functional layouts that accommodate double sinks, appliance garages
- Flex rooms that convert from home offices to guest suites
- Smart home systems that are controllable via mobile apps
- Community gardens and shared workspaces in newer developments
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“Developers who ignore these preferences risk missing South Africa's most dynamic buyer demographic,” warns Geffen.
“The successful projects today are those designed by women, for women.”
The Future Is Female (and Flexible)
South Africa’s trend reflects a global shift. Single women already purchase homes at nearly twice the rate of single men in many markets, and their influence is reshaping real estate.
“Developers are responding with more security features and flexible spaces, while agents tailor pitches to emphasise stability for women and ROI for men.
“The days of women being sidelined in property decisions are over,” says Geffen. “They’re not just buying homes; they’re building legacies. And that’s a trend that’s only going to grow.”
As remote work persists and multi-generational living rises, industry analysts predict by 2030, women will initiate 70% of South African home purchases.
“What we're witnessing isn't a trend – it’s a permanent rebalancing of power in real estate,” concludes Geffen.
“The homes being bought today will shape communities for decades, and women are ensuring those communities work for everyone.”
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