According to the latest Africa Wealth Report from Henley & Partners, South Africa added 3,700 more resident dollar millionaires in 2025, cementing its position as the continent’s largest wealth market and home to 34% of Africa’s total millionaire population. With more high-net-worth clients growing their footprint locally, property practitioners have an increasing opportunity, but also a growing responsibility, to meet these clients’ unique expectations.
What high-net-worth real estate clients want
Luxury property transactions require a practitioner to step up as a bespoke, confidential, and strategic advisor, explains Tim Greeff, CEO of Greeff Christie's International Real Estate. “Privacy and discretion are paramount, as many transactions involve confidential financial structures or international interest. They also expect efficiency and a highly tailored service, where time is not spent browsing options but presented with vetted, strategic solutions.”
Rather than being simply a place to hang their hat, these clients see property as part of a broader wealth strategy. “They value advisory insight on market trends, tax considerations, investment potential, and long-term value,” says Greeff.
High-net-worth clients typically invest in properties that set the standard, and their homes require the same level of attention as their financial worth. “They require elevated presentation and global exposure through professional staging, architectural photography, and, if selling, access to an international buyer network,” highlights Greeff.
With busy schedules, this type of client also counts on their property practitioner to be on the ball. “Whether they’re top-tier executives or self-made entrepreneurs, high-net-worth clients operate under immense time pressure,” says Andrew Pearse, Principal of Platinum Residential. “Property decisions fall into the small window reserved for personal matters, so they value efficiency, precision, and discretion above all else.”
Pearse continues: “They expect a seamless experience; one where their practitioner anticipates needs, curates options intelligently, and respects their limited time.”
According to Regan Harris, CEO of Hamilton's Property Portfolio, luxury property practitioners also need to be in the right mindset to deal with this client. “It’s not just a property but often a business transaction where the asset happens to be a home. It calls for far more than enthusiasm; it demands experience, calm judgement, and the ability to think commercially.”
While even traditional clients value trust, high-net-worth clients place a distinct preference on a practitioner’s ability to manage every element of a deal, from structure to confidentiality. “You need to bring a combination of legal insight, financial awareness, and genuine personal service that lets clients know they’re in safe hands,” notes Harris.
What it takes to be part of the inner circle
High-net-worth clients expect excellence, and showing up with the right personal qualities and professional skills will help a practitioner make their good books. “They’re trusting you with sensitive financial and personal information, so having integrity should always come first,” highlights Harris. “You have to listen well, stay precise, and be completely transparent — people at this level can sense inconsistency instantly.”
Pearse believes success will follow for practitioners who have a deep market knowledge and impeccable attention to detail. “You need to know your numbers, current pricing trends, property values, and area dynamics, as well as the finer details: the make of the oven, the brand of the flooring, or the marble used in the bathrooms,” he says. “High-net-worth clients appreciate professionals who can speak confidently about craftsmanship and quality, not just square metres and bedrooms.”
Alongside market expertise, Harris points out that a strong grasp of law and finance can be a great help. “High-net-worth transactions have complex structures, so having a resource who can answer legal and financial questions is a must. If you aren’t able to provide answers immediately, it’s helpful to be able to draw on an expansive network of knowledgeable experts to provide input.
“This is a vital arrow to have in your quiver — the reassurance that no matter how intricate the deal, you have the depth of knowledge and resources to handle it properly,” he adds.
According to Greeff, emotional intelligence, the ability to manage one’s own emotions and the emotions of people around one, can be a powerful asset. “High-net-worth clients expect a calm, confident advisor who understands their priorities and communicates with clarity, diplomacy and respect,” he says.
Rounding off important attributes, Greeff highlights having a service mindset. “High-end real estate is not transactional,” he acknowledges. “It is relationship-driven, and long-term success comes from delivering exceptional service, anticipating needs, and consistently adding value.”