You’ve probably noticed it in your inbox, your viewings, or on the phone: a wave of first-time buyers is moving through the market. These buyers are eager, engaged, and more informed than ever, bringing a new energy to every property showing.
According to Prop Data’s latest poll, 11.1% of property practitioners say the first-time buyer surge will be a top trend shaping 2026 — the third-highest vote after stronger buyer’s market conditions and demand for secure complexes and estates. Knowing how to engage, advise, and support first-time buyers could define your year.
For many practitioners, the increase in first-time buyers is impossible to miss. “We’re seeing more younger buyers stepping into the market because renting has become so expensive,” says Renata Milanesi, Principal and Director of R and R Real Estate.
“With better bond options and more education around buying, people are realising it’s possible to own a home sooner than they thought. There’s also a strong desire to build something of their own rather than keep paying someone else’s bond.”
Affordability is a major motivator. “A lower interest rate environment is the key driver for first-time buyers,” explains Herschel Jawitz, CEO of Jawitz Properties. “If interest rates come down further in 2026, this strong trend will continue as affordability improves and renting the same unit becomes less attractive. With rates having come down by 1.5% since 2024, a first-time buyer paying off a one-million-rand mortgage is paying one thousand rand less than they would have paid when the prime lending rate was at 11.75%. This is a meaningful amount.”
Practical strategies like rentvesting are also shaping the market. “First-time buyers are becoming one of the most influential segments in the market,” says Kyle Leigh, Founder and Managing Director of The Agency Property Group.
“Bond originators are already seeing first-time buyers account for over 50% of applications, with expectations that this could rise to around 60%. Many are embracing rentvesting, purchasing smaller units as investments while continuing to rent in lifestyle locations that suit their needs. This pragmatic approach is driving both transactional activity and sustained rental demand.”
Support from banks and developers is helping more buyers step in. “There’s an ever-increasing slice of the population that can afford their own property,” adds Trish Kennedy, Principal and Owner of Zest Property Group.
“Banks and developers are facilitating this sector of buyers by offering preferential terms and conditions, which are opening doors for many first-time buyers to step into the market.”
Chris Tyson, Founder and CEO of Tyson Properties, sums up the momentum: “Greater affordability, further interest rate cuts, and a more positive overall economic outlook are expected to encourage first-time buyers to make pro-investment choices and enter the market. Although the strong rental market of 2025 will continue into 2026, this year will entice more younger buyers into the market, contributing to healthy growth in home buying activity itself.”
For many of your clients, this is their first experience with buying a home. How you guide them now can shape long-term trust, repeat business, and referrals.
Target the right listings for first-time buyers: "First-time buyers are focused on price and affordability, which creates both opportunities and challenges for practitioners," says Jawitz. "The focus for practitioners will be to secure enough listings that target first-time buyers, especially in the resale market. Listings that fall within the zero-transfer duty threshold of R1,21 million have an added attraction for this segment."
Simplify the buying journey: "Many first-time buyers are nervous and unsure, so explaining the process clearly is incredibly valuable," emphasises Milanesi. "Help them with bond pre-approvals, costs, and timelines. When they feel supported, they become loyal clients."
Highlight long-term investment value: "First-time buyers need guidance around finance, process, and long-term implications," notes Leigh. "Practitioners who help clients understand the bigger picture, rather than just the immediate transaction, build stronger relationships and future repeat business, particularly as this segment grows."
Encourage pre-approval for loans: "It is always good for first-time buyers to negotiate loan finance upfront, as having a pre-approved loan provides additional bargaining power," explains Tyson. "Practitioners need to be well-informed and able to communicate the often-confusing details surrounding property investment to first-time buyers."
Know the benefits offered by banks and developers: "Practitioners must be familiar with all the benefits buyers can access, understand affordability levels, and encourage pre-approvals to make the buying process more efficient," adds Kennedy.