Take a sho't left to success with these township property marketing strategies

South Africa’s township property market is alive with opportunity — and if you’re not marketing smart, you’re missing out. Forget the cookie-cutter campaigns you’d run in the city or suburbs, though. Township buyers, sellers, renters, and landlords want a real estate agent on their contact list who gets their world. And relevant strategies are key to standing out in a competitive space. With a mix of traditional township property marketing methods and fresh, community-focused approaches, you can build trust, boost your brand’s visibility, spark interest in your services, and drive meaningful results.

Know your township audience

Before you launch a single flyer or Facebook ad, start here: know who you're talking to. Township markets are diverse, dynamic, and deeply community-rooted, and no two are exactly the same. To truly connect, real estate agents need to go beyond assumptions and get clear on what township clients value, need, and expect from a property professional.

Insights from Communikasi Media, How We Made It In Africa, GfK, and the 2024 Township Customer Experience Report paint a clear picture of what drives real estate decisions in these vibrant markets and what it takes to stand out.

• They choose brands they trust: Township consumers want brands that communicate openly, deliver consistently, and live up to their promises of quality. In areas where budgets are tight and there’s no room for poor service or broken promises, township consumers need brands that work for them, as they cannot afford a financial loss.
  
  
• They appreciate hyperlocal brands: Township consumers gravitate toward brands that feel close to home — those that reflect their language, lifestyle, and local culture. Personalised, community-rooted experiences resonate more than generic campaigns.
  
  
• They want brands to be authentic: Township consumers respond to brands that mirror their lifestyle, culture, and environment. Visually, that means embracing bold colours, big fonts, and strong contrast that work well in outdoor spaces like taxi ranks and street walls. Keep your message punchy and relevant — you’ve only got a few seconds to make an impression.
  
  
• They love brands that give back: Trust runs deeper in township markets, where many still feel the effects of exclusion that can make life tougher for residents. Brands that want lasting loyalty must show up consistently, not just to sell, but to support. By making services more accessible and contributing meaningfully through community projects and local partnerships, real estate agents can position themselves as genuine allies, not just service providers.
  
  
• They need brands to respect their culture: Township consumers connect with brands that genuinely reflect their lived experiences. Real estate agents who use culturally relevant visuals or symbols, local languages, and township-specific slang show they’ve taken the time to understand the community. But authenticity matters — using the right slang in the right place is key. Every township is unique, and marketing that respects these nuances earns far more trust and traction.
  
  
• They follow brands that fuel their ambitions: Township consumers are highly aspirational — they’re striving for better lives for themselves and their families. Brands that speak to progress, success, and a brighter future resonate deeply. Even if a product or service isn’t immediately within reach, the dream of affording it one day builds powerful emotional loyalty.

Understanding your township audience isn’t just a helpful marketing step but the foundation for building meaningful, lasting connections. When real estate agents take the time to listen, learn, and align with the values, culture, and aspirations of township residents, they can position themselves as trusted, relatable partners. 

Township property marketing strategies

With a clear picture of the township consumers' needs and preferences, the next step is to develop targeted marketing strategies. Here are practical ways real estate agents can effectively promote their properties and services within township communities.

Mobile-friendly websites: Despite infrastructure challenges, internet access continues to grow in townships thanks to initiatives like SA Connect. By expanding Wi-Fi access in these areas, more residents can go online to find the services they need. The 2024 Township Customer Experience Report found that 41% of township consumers say a brand’s absence online erodes their trust. For real estate agents, having a mobile-friendly website is a key trust builder and touchpoint. One built by Prop Data, for example, allows you to showcase listings, share resources, and support township clients right where they are: on their phones.

Property reports: Property reports are powerful tools that can help real estate agents gain valuable insights into township markets, property ownership, and area trends. Platforms like Lightstone’s Residential Property Toolkit provide data on township market stock, demographics, period and age of ownership, and property transfer history — giving you the edge when evaluating listings or advising clients. In townships, where informal property descriptions and unclear ownership records are common, Lightstone’s property address validation is especially helpful. It enables agents to instantly access accurate, validated street addresses, legal property descriptions, mapping coordinates, and registered owner details — improving listing accuracy and building trust with potential buyers.

Signage: In townships where internet adoption still lags behind national averages, out-of-home (OOH) media remains a powerful way for real estate agents to reach potential clients. Strategic signage placed near busy roads, commuter routes, or popular gathering spots can generate thousands of daily impressions. From billboards and street lamp pole ads to bus shelters, litter bins, taxi ranks, and even municipal buildings, these platforms keep your brand visible where it counts. Increasingly, digital signage is also being used to take township audiences on engaging visual journeys.

Mural advertising: This advertising in townships turns everyday walls into eye-catching, street-level billboards that blend seamlessly into the local landscape. If hand-painted, especially by local artists, they can resonate deeply with community culture, making your real estate brand feel authentic and relatable. Positioned in high-traffic areas like taxi routes, bus stops, shopping centres, and schools, murals can become memorable local landmarks, sparking curiosity and driving word-of-mouth. Murals with QR codes can bring an element of interactivity to your market. And besides being cost-effective, their unique charm and visibility make them a powerful tool for building brand awareness and trust in township markets.

Spaza shop branding: Spaza shop branding is a grassroots marketing strategy that taps into one of the township’s most trusted and frequented spaces. These informal retail shops are more than just convenience stores, acting as a central hub where people shop, gather, and catch up on local news. By painting or decorating spaza shops with your agency’s logo, colours, and messaging, you can create a high-visibility, hyperlocal presence. This not only puts your brand in the daily path of potential clients but also builds credibility and trust in an environment that values familiarity and community connection.

Mall advertising: Mall advertising is a powerful way for real estate agents to tap into the growing retail momentum in townships. The 2024 Township Customer Experience Report reports that 50% of township residents spend their income on groceries and fast food at malls, making them prime spots to reach their audience. Through eye-catching billboards, banners, digital screens, or interactive pop-up booths, real estate businesses can market their services in high-footfall areas and connect with potential buyers while they're already in a decision-making mindset.

Transit advertising: Transit advertising offers real estate agents a way to market their services in township areas where public transport is a daily lifeline. Taxis, buses, and even motorcycles spend hours on the road, passing through high-traffic zones and densely populated areas, giving branded vehicle wraps the power to reach thousands of potential clients each day. This constant exposure reinforces brand messaging and builds familiarity. For businesses concerned about brand reputation, companies like Transit Ads™ have addressed this by launching initiatives that reward taxi drivers for safe driving, ensuring a campaign message retains its goodwill.

Broadcast advertising: Broadcast media remains a powerful tool for reaching township audiences, who show higher-than-average trust in both television and radio as sources of information. According to the 2024 Township Customer Experience Report, 49% of township consumers trust TV programmes (compared to 40% nationally), and 34% trust radio (vs. 27% nationally). Platforms like SABC+, with free ad-supported access, and community radio services like ThotBox are especially effective in bridging the digital divide and helping brands connect with residents in meaningful ways. For real estate agents, these trusted channels offer a valuable opportunity to amplify their brand, share property expertise, and build credibility in the hearts of township communities.

Print advertising: With internet connectivity still a challenge in many townships, print media offers a reliable way for real estate agents to reach potential clients. Community newspapers such as City Vision, Umlazi Times, and Soweto Times boast high circulation in township areas, while publications like Spotong, a township trade magazine, can help you tap into the commercial property market. Advertising should use bold headlines, straightforward messaging, striking images, and a clear call-to-action to capture interest. 

Free Wi-Fi hotspot: Real estate brands can build goodwill and engage township residents through free Wi-Fi. Platforms like ThinkZone by Think Digital provide targeted adverts in exchange for free internet access. Another option is to sponsor a Wi-Fi installation that requires phone number or email address sign-ups, or compulsory likes on social media pages. This can help create a database for retargeting while also making a powerful social contribution.

Social media: Social media is a powerful tool for township property marketing, with 85% of township residents trusting it for product discovery, according to the 2024 Township Customer Experience Report. Platforms like Facebook and Instagram are go-to sources for inspiration, making them ideal spaces for real estate agents to showcase listings, share client success stories, and provide educational content about buying, selling, or renting property. By combining organic content, such as community-focused posts and behind-the-scenes videos, with targeted paid ads, agents can build visibility, engage meaningfully, and attract leads.

Flyers: Flyers and pamphlets still pack a punch in township property marketing, especially for audiences who aren't always connected online. While traditional knock-and-drop canvassing methods can be tricky, some companies offer innovative ways to get the message out. MotionAds, for example, have partnered with Uber Eats; their delivery bikes provide in-home flyer drops attached to meals or groceries delivered. Operating in township areas like Lamontville, Soweto, and Sharpeville, it's an easy way to distribute marketing collateral to people who are more receptive to receiving it.

Influencers: Word of mouth drives perception and decision-making in townships. Partnering with trusted local voices can help real estate agents shape impressions, build emotional connections, and spark meaningful engagement. These can include business owners, radio personalities, musicians, athletes, and community leaders who have authentic ties to your target area. To find them, it can be as simple as using a search engine, sifting through local social media hashtags, or embracing an influencer discovery tool like Meltwater, Influencer, and Upfluence.

Events: Whether you're sponsoring a popular local event or booking a stall at a community market, career expo, or housing fair, events create opportunities for face-to-face connection. These gatherings allow you to showcase your services, distribute branded materials, and build credibility in a relaxed, trusted setting. By showing up where the community already gathers, you position your brand as approachable, invested, and in tune with local needs.

Township activations: Consistent on-the-ground presence with tangible promotional materials further embeds the agent’s name in local life and strengthens brand recall. While agents can run these campaigns on their own, partnering with local companies experienced in township outreach can amplify the campaign’s reach and credibility by tapping into trusted networks and established community relationships.

Grow your brand at ground level 

According to a Prop Data poll, 43.2% of agents feel unsure or lack confidence when it comes to township property transactions. But with the right insight and tools, from hyperlocal branding to trusted media platforms, you can start changing that today. Township clients are ready. Now it’s up to you to meet them where they are and show up with township marketing strategies that work.

Resources

2024 Township Customer Experience Report by Rogerwilco. Link 

Connecting with the Township Consumer by GfK. Link

How to penetrate the township market by Karabo Mofokeng (Breeze Website Designers). Link

Three tips for marketing to consumers in townships by Kate Douglas (How We Made It In Africa). Link 

Township Marketing FAQs by Communikasi Media. Link

Service directory

CommuniKasi Media: This is a township outdoor advertising business that can assist with murals, spaza shop branding, and billboards. 

Mamela Media: These township audience and integration experts offer services in billboard advertising, wall and spaza shop branding, and township seeding and activations.

MegaVision Media: This is a one-stop shop for company branding and advertising through out-of-home media fixtures, spaza branding, and activations. 

MotionAds: This delivery bike advertising service offers a moving billboard for your brand in townships, as well as in-home flyer drop-offs with deliveries.

Primedia Outdoor: This provider of out-of-home media solutions has a strong township digital network and offers traditional billboards, signage, and murals. 

Spotong Magazine: South Africa’s number one township trade magazine can give your brand access to thousands of engaged readers in your niche. 

Think Digital: This digital advertising publisher connects brands directly to the informal market through 400+ Think Zones or Wi-Fi hotspots.

ThotBox: This creative communication and media agency creates packages using a combination of community radio and activations.

Transit Ads™: This transit media company gives brands access to millions of monthly commuters through taxi, bus, and rail services advertising. 

Uyadi: This township and mass market advertising business specialises in murals, spaza branding, building wraps, taxi/bus wraps, activations, free Wi-Fi hotspots, and tavern and hair saloon branding. 

Zen Concepts: This marketing and communications agency designs, develops, and delivers memorable brand events, activations, and promotions in townships.