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SA's top performing price bands | How to get your property sold for asking price

21 Oct 2021

These days, buyers and sellers have access to a wealth of information when it comes to the property market. Property Trends allow you to check seasonal and long term changes in property prices and sales in South Africa. These are based on the annual sales registered in the deeds office. 

Click here to see the latest property sold and listing prices on Property24  

As the third quarter of 2021 draws to a close, the latest data for the real estate market is showing signs of improvement as both volume of transfers and prices are on the incline. While transfer volumes dropped a record 16% in 2020, the market is not only returning to normal, but surpassing performance from previous years. Both property prices and transfer volumes remain consistent in South Africa; between 300,000 and  350,000 a year since 2009, according to Lightstone

“A positive continuation of the increase in volumes would return the market to pre-2020 levels, pushing annualised transfer volumes to 308,000 at the close of the year,” says Hayley Ivins Downes – Head of Digital at Lightstone.

Before government’s response to Covid-19 in 2020, the total purchase value (graph below) per quarter was +R60b and dropped to around R15b (Q2-2020) when South Africa was in hard lockdown. Since then, it has recovered rapidly and now sits at between R75b and  R85b per quarter. 

(Source: Lightstone)

 

"Q2-2021 finished off at just under R80b. The higher values and flatter volumes suggest that it’s the higher value properties that are transacting. This could also, however, indicate greater mobility in the higher wealth bands."

Price Bands to Watch 

Properties in the R1m – R3m band have grown most significantly over the past 15 years, with the next strongest price bracket coming from the R3m+ band.

From 2008-2014 most transactions occurred in the R500k and below price band, although declining year on year. In 2015 houses in the R500k – R1m band became most dominant until 3 years later in 2018. 

The R1m to R3m band took over as the top-selling category in 2018 and has fuelled the steep increase in the total purchase price.

(Source: Lightstone)

 

Ivins-Downes  says, “The decline of sales in the ‘less-than-R500k’ market reflects the financial turmoil many South African consumers are facing, exacerbated by the effects of the pandemic. While negative at face value, this creates a potential for lenders - if they can provide funding solutions to this segment of the market, especially when the economy eventually grows and employment levels rise.”

Time on Market & List Price VS Sales Price

 The average time it is taking to sell properties has increased to over five months during 2020, especially in the Super Luxury segment. Encouragingly though, the time properties stay on the market has dropped in 2021 to levels slightly lower on average than those experienced since 2018.

“While properties are spending less time on the market in 2021, especially in the lower segments, the list price to sales price is lower overall, especially in the lower price segments - bearing in mind that we don’t have a full view of transfers for 2021”, says Ivins-Downes.

In the Luxury segment, properties are currently staying on the market for longer with sellers settling for lower than listing prices compared to previous years. The High-Value segment, however, has experienced a decrease in time on the market, and a higher percentage of sales are closer to the listing price when compared to other segments.

READ:  How much is your property worth? 5 valuation types to know and understand

Deena Pitum,  Jawitz Property Consultant, who according to #ItsOurJawitzStory has a remarkable record for selling homes in seven days or less, says under the current low interest rate market conditions, "the right price doesn’t mean it has to be a bargain buy."
 
Value of an Area Specialist
 
Pitum says area specialists are vital to the value chain of selling your home and in record time.  She says with access to cost comparison reports, Area Specialists can prove to sellers and buyers what a home is worth. 
 
"They also have buyers on their books looking for homes in a specific location. I have a list of trusted buyers looking for homes and when I go to list a new property, I have these buyers in my mind as I walk through it. I’m always considering how the home I am listing fits with the requirements of my buyers; and they trust me to know what their requirements are”.
 
Don't price to negotiate
 
Buyers are oftentimes as educated as the agents as to the pricing of the market and are prepared to pay full asking price if they see value in the home. The biggest mistake that is often made is listing the property too high online. Many buyers search in increments of R500k and if the property is listed just above that, it won’t come up in their alerts and won’t attract the right buyers.
 
“I listed a property worth R2,5m three days ago online for R2,495,000 and we secured seven solid buyers to view the home. After viewing, three buyers were interested in putting in an offer, and based on the interest received, we received a full asking price offer and signed. All done within three days,” explains Pitum.
 
“Sellers often think that they should market their properties at a higher price in case they get negotiated down but, instead, if you market your property at the correct price, there is no need to negotiate. You will attract the right buyer who recognises the value of your home. My experience proves that I don’t need to add on extra for negotiations. I price to sell not to haggle for money.”
 
The Promise of Continued Growth by the Luxury Segment
 
Sales inflation is most pronounced in the Luxury segment, which has recovered from its dip in late 2019 and early 2020. This could be a positive sign for the property market as historically, the luxury segment has led the market through its peaks and troughs.
 
“Using data from previous years, safe predictions can be made that the rest of the market will follow suit, promising a strong close to both Q3-2021 and Q4-2021,” adds Ivins-Downes.

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