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Women power and the property industry, National Women’s Day 2021

10 August 2021 | Insights Team

In South Africa, 9 August 2021 is celebrated annually as National Women’s Day. On this day attention is drawn to many of the important issues facing women in our country and throughout the world, such as domestic violence, discrimination, harassment in the workplace, equal pay, education and more. In South Africa, on National Women’s Day, we pay homage to the generations of women who preceded us and empowered women to achieve the gender equality that we enjoy today. 

Over half of buyers this year are women

In terms of the real estate industry, where historically conditions were male-orientated, the empowerment of women is more apparent today than ever before. For example, Leadhome Properties’ data shows that in the past 12 months, women account for a total of 50.12% of property registrations, 58.3% of buyer leads and 53.26% of seller leads. 

Women working in the real estate industry

These figures underscore the fact that today there are also many more women who have entered the property industry and are forging highly successful and rewarding careers for themselves. Almost half of Leadhome Properties’ real estate agents (48%) and the majority of property advisors (70%) are women.

An investment to build wealth

With the majority of female buyer leads in the under-39 age group, it is evident that women are no longer reliant on marriage to purchase their first home. They tend to be well-educated, employed and consider the purchase of a property as a sound investment and an opportunity to build wealth early. 

“Approximately 40% of buyers at the moment under R1.5 million are women who are purchasing their first homes. It is fantastic!” Says Rosa Paulo, Leadhome Properties’ estate agent in Centurion. “Women are mastering real estate and we are now seeing extremely serious, hard-working women coming into the industry, creating strong businesses for themselves by becoming well known in the areas in which they operate.”

Work-life balance and remote working a win-win solution

The Covid-19 pandemic has caused many women to work remotely from home. This, coupled with the lowest interest rates in 50 years, has stimulated demand for comfortable properties containing integrated work-from-home space.

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Insights Team

We're the "thinking arm" of Leadhome, combining expertise in data analysis, modelling, sociology, geography, and philosophy to interrogate current trends in the South African residential property market. Proudly contemplative since 2015.

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