BetterBond
Women are emerging as key players in the South African property market. According to the latest market data from BetterBond, single women are purchasing property from about middle age onwards. The country’s largest bond originator says single women over 40 are increasingly interested in freehold homes in the R500 000 to R1 million price band.
“The South Africa picture aligns with the global scenario; women above 55 are the fastest growing demographic of homebuyers. They increasingly value home ownership and stability later in life,” says Bradd Bendall, Head of Sales at BetterBond.
In a market of over 7 million South African homes, single women own 83,418 more homes than single men, with females mostly purchasing as repeat buyers. Why is this the case, and what socio-economic changes drive this market shift?
Here are some key insights to be gleaned from BetterBond’s latest figures.
Women are downsizing
Statistics South Africa’s population figures for 2024 show that more than 63 million people are now in the country, and more than half of the population is female. Women’s Life expectancy is almost 70 years on average, while men are expected to live until about 64.
Women are living longer and, in some cases, outliving their partners. Says Bendall: “56% of single female buyers in 2023 had been in the market before. Given what we know about life expectancy, we could be witnessing home purchases driven by the passing of a spouse. Some women are trading in large homes with high maintenance costs for something better suited for one person.”

Multi-generational living is increasing
The 2023 General Household Survey showed that almost 40% of homes were occupied by parents and their children, while about 14% had parents, children, and grandparents living together.
While some single women are moving to smaller homes, many are still looking for homes that can accommodate relatives, including grandchildren and extended family members. BetterBond data shows that 61% more freehold homes were purchased by single women compared to sectional title properties between 2019 and 2024.

Investment potential and confidence in longevity
“A few decades ago, a single woman past retirement age getting into a 15- to 30-year bond was completely unprecedented. Since 2020, retirees have been purchasing more homes yearly,” reflects Bendall.
This trend shows that longer lifespans for women are translating to confidence in longevity.
Gender pay disparities persist in SA. A report by the Commission for Gender Equity says that women earn only 76% of what men earn in similar jobs. In addition, the report reveals that less than 35% of women own land compared to over 50% of men.
Despite these adverse circumstances for South African women, BetterBond data shows they are still finding ways to invest in property as they advance in their careers and even into retirement.

“45% of kids in SA only live with their mothers, compared to 4% with only their fathers,” notes Bendall. “This situation tells us that single women aren’t just investing to take care of themselves; their goal is to provide for their children as well.”
Overcoming the odds
The state of women in the South African economy is complex, which also translates to the housing market.
With more age-friendly options becoming available on the housing market and favourable conditions like interest rates, which are expected to fall after the last increase recorded in May 2023, women are quickly strengthening their position within the housing market.
This is favourable for the economy as more women are finding financial stability, albeit later in their careers, and in turn, making further domestic investments that strengthen the local economy.