It feels like the South African residential property market has finally turned a corner. According to the latest data from BetterBond, house prices are on the up, demand is back in the room, and banks are opening their taps to lend more freely.
But, as any seasoned professional knows, the job is never quite a walk in the park. Many homeowners are already feeling the squeeze of rising fuel prices. The ongoing increase in living costs, with global uncertainty — like tensions between Iran and the United States — is also adding another layer of pressure. On top of that, there’s still the very real possibility that interest rates could remain higher for longer, which continues to affect affordability and buyer confidence.
Against this backdrop, Prop Data recently polled property practitioners to get a clearer picture of what’s actually happening on the ground in the sales market. Here are the top three challenges reported and what you can do about them.
Stock shortages are slowing down sales activity (39%)
Topping the list of challenges, stock shortages came through as the number one issue reported by property practitioners.
As Azelle du Rand, Principal Property Practitioner at Harcourts Toti, explains, the impact is significant. “No stock means no pipelines, which leads to an unpredictable income,” she says. “Demand is often stronger than supply, and practitioners end up competing for a limited pool of properties.”
This challenge is reflected in broader data, too. Lightstone’s annual survey of property practitioners found that 69% of practitioners did not reach their volume targets in 2025, while 62% fell short of their value targets. Taken together, it paints a clear picture of a market where demand may be present, but available stock is still holding many practitioners back.
How to work through it:
- Create inventory: “Re-engage past clients, farm key neighbourhoods, revisit expired listings, and contact owners who previously missed their price expectations,” says Du Rand.
- Shift the conversation: “Instead of asking ‘Do you want to sell?’, ask ‘If I brought you a qualified buyer at the right price, would you consider selling?’,” advises Du Rand.
- Use scarcity strategically: “Rather than hiding stock shortages, position them as urgency drivers that prompt faster seller decisions,” shares Du Rand.
- Act where interest is high: Focus on streets with recent sales activity, where nearby owners are most likely to reassess their own property value. Lightstone’s Seller Leads Report can help here by pinpointing homeowners in your area who may be preparing to sell. It provides valuable insights such as ownership history, owner demographics, property types, and typical property features.
- Build a community presence: Get involved locally to build trust and stay top of mind in your immediate farming areas.
- Push your personal brand: Invest in social media presence to stay front of mind and attract both buyers and potential sellers organically. Prop Data’s FlowFuel add-on, for example, offers a set-and-forget product that allows you to automatically boost your property listings on social media and increase website traffic.
Unrealistic seller pricing is making deals harder to close (23%)
Coming in second, property practitioners polled said that unrealistic seller pricing is keeping them on their toes. “It kills momentum from day one,” highlights Du Rand. “It directly blocks the sale process, wastes resources, and can even damage a practitioner’s credibility.” In practice, it often means properties sit on the market longer than expected, with less interest and more frustration on all sides.
How to work through it:
- Lead with data: “Top practitioners don’t accept seller figures at face value,” says Du Rand. “Instead, guide pricing using recent comparable sales, property size, features, and time-on-market stats.”
- Set a test period: “If a seller insists on a higher price, agree on a shorter initial listing period with a clear, flexible pricing review based on market response,” advises Du Rand.
- Remind them of missed opportunities: Reframe pricing conversations by highlighting how unrealistic expectations can cause buyers to miss well-matched properties while stronger listings get snapped up.
- Revisit pricing impact: Explain how overpricing can lead to longer time on market, reduced interest, and eventual compromise that may be greater than initially expected.
- Offer a second opinion: Suggest involving a colleague to reinforce objectivity, rebuild trust, and encourage a more balanced discussion around valuation.
- Let the market respond: Use marketing results such as views, enquiries, and click-through rates to demonstrate real-time buyer response to pricing, helping guide adjustments.
Too few serious buyers are in the mix (9.5%)
Rounding off the top three challenges, property practitioners also highlighted a thin pool of serious buyers as a growing concern. “In many cases, there may be interest in listings, but far fewer buyers who are actually keen to move forward,” says Du Rand. “Unfortunately, that lack of qualified, confident, and ready buyers means fewer successful sales, and ultimately fewer commissions for practitioners.”
How to work through it:
- Pre-qualify early: “Identify serious buyers upfront through clear intent checks, timelines, and financial readiness, ensuring time is spent on motivated prospects,” encourages Du Rand.
- Ask timeline questions: “Establish urgency by asking buyers directly, 'If you find your ideal home today, could you move quickly?’ to gauge readiness,” adds Du Rand.
- Educate buyers: Guide them through the full purchasing process so they understand each step and feel more confident to act.
- Clarify financing options: Provide clear information on financing pathways so buyers are better prepared and less likely to delay decisions.
- Nurture engagement: Stay in regular contact with potential buyers to keep interest warm and momentum building toward action. CRM reminders, email journeys, and WhatsApp follow-ups can keep warm leads engaged over longer decision cycles.
Help is already on your side
Despite these challenges, property practitioners don’t have to navigate the market alone. Prop Data’s proptech and digital marketing solutions are designed to simplify the day-to-day running of your business, help you find and convert more leads, win new clients, and build a stronger personal and agency brand. If you’re looking for practical ways to tackle today’s market pressures head-on, reach out to our team to see how we can support your success and help you move forward with confidence.