South Africa’s housing market is being quietly transformed — and women are at the forefront of the shift in homeownership.

New data from Ooba Home Loans shows that women now account for 53% of first-time property buyers purchasing on their own. Just a decade ago, that number was far lower, and the average age of a female first-time buyer was 47. Today, it’s just 39, pointing to a younger generation entering the market earlier and with more confidence.

Careen McKinnon, Head of Sales at Ooba Home Loans, says this trend is about far more than bricks and mortar. “Women view property ownership as a key marker of financial independence. It’s about creating security now and generational wealth for the future,” she explains.

Rising incomes and better lending

The purchasing power of female buyers has grown strongly over the past decade, with average gross income up by more than 76% — well above inflation. Banks, meanwhile, are actively competing for new customers, offering products such as 100% bonds and even loans that cover additional costs. Interest rates for first-time buyers have improved too, moving from prime plus to prime minus 0.6.

Regional shifts and smart buying

KwaZulu-Natal is leading the charge, where women now make up 57% of first-time buyers. The Western Cape lags behind, mainly due to higher property prices. More affordable provinces such as the Free State and Eastern Cape are proving attractive entry points.

Younger buyers are also choosing sectional title properties, citing convenience, security, and lower maintenance. Investment activity is climbing too, with around 12% of applications from women buying to let — a figure that rises to 30% in the Western Cape.

South Africa’s property market may once have been male-dominated, but the numbers tell a new story: women are taking ownership — of homes, of independence, and of their financial futures.

Listen to the full interview from HOT Business with Jeremy Maggs, below: