2023 reflection on property trends: The rise of women in property

In the dynamic landscape of South Africa’s property market, a compelling and empowering trend has unfolded over the last five years, according to award-winning property and lifestyle specialist, Rainmaker Marketing. Stefan Botha, Rainmaker Marketing director, shares his insights on the significant momentum gained over the 2023 period with women emerging as the primary driving force in property ownership:

Lightstone data illuminates a noteworthy shift, highlighting women as the dominant force, constituting an impressive 60% of new property buyers in South Africa. These women not only lead the property market but also demonstrate a discerning eye for unlocking enduring investment benefits.

This trend is underscored by the substantial growth in women-only property purchases, rising from 18% in 2016 to 22% in 2022 – showcasing the escalating influence and financial independence of women in the real estate sector.

Women take centre stage in property ownership

To delve deeper into this trend and provide a platform for discussion and insights, Rainmaker Marketing hosted a thought-provoking webinar during this year’s Women’s Month in South Africa, titled “Women in Property”. This event showcased a distinguished panel of accomplished women from various spheres of the property industry.

During this thought-provoking webinar, the audience was guided through a rich dialogue that explored the evolving landscape of women in property ownership and within the broader real estate sector. The feedback Rainmaker Marketing received from some of the audience watching the webinar, and even panellists involved in it, was how valuable the advice and experience on investment strategies were from these strong female experts in the property space. This was coupled with the revelations shared around identifying key areas for success in the residential, commercial and retail property sectors.

Leading female voices within the industry share expertise and tips to stay ahead of the game

To demonstrate and extract some key insights from the webinar, we have honed in on one outtake from each female panellist, starting with Pamela Naidu, director of Sales and Marketing at Devmco Realty. She kicked off the insightful discussion by shedding light on the changing dynamics of women’s property ownership behaviour, and passionately emphasised the empowerment of modern women in property: “Women are leading the market, and there’s an exciting new trend of empowered, decisive women within property ownership.”

Kim Pfaff-Karg, chief investment officer at Spear REIT, brought a wealth of knowledge to the virtual stage, focusing on the strategic aspects of property management. She underscored the importance of understanding asset classes and timing in the asset’s lifecycle. She stated, “Knowing when the best time in your asset’s lifecycle to consider disposing of the asset is key to successful property management.”

Sumenthree Moodley, investor relations executive at Liberty Two Degrees, delved into the art of building successful property portfolios. Her emphasis on collaboration and networking as cornerstones for success resonated strongly, wisely stating: “Start now. Collaboration and networking are the cornerstone to a successful project.”

Echoing Sumenthree’s sentiments, Kgaogelo Mamobolo – representing Emerging African Property Holdings – shared valuable insights on upskilling within the property sector. Encouraging perseverance and collaboration as pathways to success, she shared with the audience: “Collaboration and networking allow you to achieve far more than on your own. There’s always a friendly face out there to help you achieve your goal.”

Rounding off our powerhouse panel was Marianka Victor, CEO and founder of Ancora Retail, who provided expert advice on turning property visions into reality. She highlighted the significance of innovation and persistence in the journey, imparting: “Innovation involves holding onto that bigger picture vision and taking small steps each day to work toward it.”

Closing the chapter on 2023 property trends

In recognising the immense potential of women in real estate, Rainmaker Marketing has not just witnessed a trend; it has embraced a transformative movement. As pioneers in the industry, we remain steadfast in shaping the future of property by championing inclusivity and celebrating the leadership of women. Our dedication to staying ahead of property trends positions us as a beacon for those navigating the evolving landscape of property ownership.

It’s truly exciting to see how diversity and innovation can redefine the very fabric of the real estate sector and we are so excited to see what 2024 and the next five years will bring for the further upliftment and growth of women within the property sector.

Click here to watch the full webinar.