Gen Zs and the property market
Category Market News
Older Gen Zs (born between the mid-1990s and early 2000s) are beginning to enter the property market in increasing numbers, with a large percentage indicating that they believe homeownership to be a "high priority".
This is according to a 2022 survey, which found that 72% of the Gen Zs surveyed are expected to buy a home in the future and that 43% of these respondents are expected to do so in the next five years. To add to this, CoreLogic estimates that Gen Zs made up 9% of all first-time homebuyer applications in the US in 2022.
While affordability remains a key challenge for Gen Z homebuyers, they are continuing to prioritise saving in the hopes of making their homeownership dream a reality.
While many Millennials opt to rent for the flexibility this option offers, some aspirant Gen Zs have their sights firmly set on buying a home. Many would-be buyers recognise the strategic benefits of investing in property as a wealth creation strategy. If they're buying a home to live in, they're thinking about the long-term appreciation of a tangible asset and the profit they will make when it comes time to sell. Other young homebuyers are choosing to purchase a rental property that will generate additional income while they continue living at home to maximise their savings (buy-to-let properties).
Overcoming affordability challenges
Compared to previous generations, Gen Z is delaying homeownership, with many choosing to live with their family during their first few years of employment to save up enough money to purchase their first property. The rising cost of living in South Africa and the multiple recent interest rate hikes have also resulted in many choosing to rent rather than buy for the foreseeable future as costs associated with buying a home remain a barrier to entry.
While a lack of funds plays a part in the decision to delay homeownership, this generation also understands that homeownership isn't something that should be rushed in to as it is a long-term commitment with significant financial implications.
Young would-be buyers are also holding off on entering the property market to give them enough time to save for a deposit. Data from ooba Home Loans shows that first-time buyers are prioritising deposits more than ever, with the average size of deposits from this demographic rising to 10,1% in January 2023. This is the first time the average deposit size has exceeded 10% since the start of the pandemic.
However, not having a deposit should not deter Gen Z buyers as banks continue to approve 100% (zero deposit) bonds at record high levels - especially for first-time homebuyers. Homebuyers can also take advantage of the competitive lending environment, with many banks offering buyers interest rates below prime.
"Homes are also becoming more affordable due to low House Price Inflation (HPI) in much of the country. The average purchase price for first-time buyers was R1.12 million in 2022, -0.2% below the 2021 average according to data from ooba Home Loans.
Where they're buying
Lightstone data indicates that Gen Z first-time buyers have a clear preference for metros as opposed to rural areas. Inland, Pretoria proved to be most popular with first-time buyers, followed by Johannesburg, eMahleni and Rustenburg.
On the coast, Cape Town saw the majority of first-time buyers, followed by Gqeberha (which has seen a spike in young homebuyers in recent months), and Durban.
While many Gen Zers are interested in living in cities, they are also looking for affordability, prompting them to choose up-and-coming neighbourhoods on the outskirts of urban areas rather than the most expensive neighbourhoods in the city centre. As the most tech-savvy generation to date, they're also primarily using technology to inform their purchasing decisions and to find a home.
What they're looking for
This generation is very deliberate in their property strategy and has clear preferences when it comes to the home of their choice. Some of Gen Z's top homebuying preferences:
- Lock-up-and-go: The majority of young buyers don't want to be responsible for the maintenance required when purchasing a large freehold home and instead prefer sectional-tile. These units are easier to rent out, which is often a key part of the Gen Z property strategy.
- Mixed-use developments: Mixed-use developments typically include a variety of amenities such as restaurants, shops, and entertainment options, all within a convenient walking distance. Units within these developments are often more affordable and offer greater opportunities for socialisation, which is important to Gen Z buyers.
- Sustainability-focused: Gen Z is environmentally conscious and is increasingly looking for sustainable features in homes. This includes everything from energy-efficient appliances and solar panels to eco-friendly building materials.
When Gen Z homebuyers decide to enter the property market, affordability is their number one priority.
They are often looking for smaller, more affordable homes or seeking out areas with lower housing prices. Some are also considering alternative housing options like tiny homes or co-living spaces, and we expect these to be trends that will dominate the residential property market in the next few years.
Author: Grant Smee
