By Reinier van Loggerenberg, CEO of Craft Homes
The concept of “home” in South Africa has changed dramatically in recent years. It’s no longer just about location, price or square meterage. Today, it’s about how people want to live; how they connect, work, raise families, care for the planet and plan for the future. As a developer, I’ve come to realise that the most successful projects aren’t just those that sell out fast, they’re the ones that respond to real shifts in how South Africans are choosing to live.
Across our cities and suburbs, five key trends are reshaping the residential market. These aren’t speculative predictions; they’re visible in the way people are buying, the questions they’re asking, and the feedback we receive once they move in. They’re also reflected in a new wave of developments across the country, some of which we’ve been privileged to work on at Craft Homes.
1. Urban living for a connected, creative generation
There’s a growing demographic in South Africa that prioritises connectivity, mobility and lifestyle over square footage. They want to live near transport hubs, cafés, coworking spaces and cultural attractions. They value walkability and access and they’re often working differently – freelancing, building side hustles or working remotely.
We’ve seen this need come to life in The Hive, our recent development in Rosebank. Designed with flexibility and community in mind, it’s aimed at young professionals and creatives who want to live close to the action, but without the traditional price tag of inner-city property. It’s a shift away from ownership for its own sake, toward ownership that supports a modern way of living.
2. First-time buyers want more than entry-level basics
South Africa’s first-time buyer market remains strong, but expectations have evolved. These buyers are savvy; they want good value, but they also want quality finishes, thoughtful layouts and access to communal features that enhance their lifestyle.
This has changed how we design developments like The Marksman in Midrand. It’s aimed at young professionals starting out, but it doesn’t look or feel like a “starter” product. It’s aspirational, offering more than the basics while still remaining accessible. That balance – between affordability and desirability – is where the market is moving.
3. Sustainability is no longer a premium add-on
There was a time when green building practices and sustainable features were considered “nice-to-have.” That time is over. Today, we’re seeing families asking about solar readiness, water efficiency and biodiversity before they ask about granite countertops. People are deeply aware of the environmental challenges we face, and they want homes that reflect those values.
In Riverstone Wetland Estate, we are building around a protected wetland area and integrating sustainability from the ground up. The early reaction to our plans has been overwhelmingly positive, because people want to feel part of something bigger. Living sustainably is becoming an expectation across the board.
4. The resurgence of multi-generational living
Another shift that’s gaining momentum, especially in more established areas, is the return to multi-generational living. Whether driven by economics, culture or care needs, more families are looking for homes that can accommodate multiple generations under one roof or in close proximity.
In an upcoming development in one of the high-end residential areas surrounding Sandton, we’re responding to evolving lifestyle trends with spacious, flexible homes designed to accommodate multi-generational living. These homes are thoughtfully planned to allow grandparents, parents and children to live together while maintaining independence and privacy. It’s a reflection of how family living is being reimagined – prioritising adaptability for what family living looks like in 2025 and beyond.
5. Designing for real life
Finally, there’s an increasing demand for homes that reflect how people actually live. That means flexible spaces that can double as offices or studios, kitchens designed for hosting (not just eating), and layouts that prioritise natural light, flow and wellbeing. In short: homes that work as hard as the people who live in them.
As developers, we have to get these details right. At Craft Homes, we spend a lot of time thinking about how our spaces will be used – where people will work, where children will play, how neighbours will connect. That kind of thinking isn’t unique to us, but I believe it will separate great developments from the merely functional.
These five trends are influencing how developers, architects, banks and municipalities must think about the future. We’re moving from a transactional model of property development to one that is relational, thoughtful and grounded in the lived experience of residents. There’s still space for high-end luxury. There’s still a pressing need for large-scale affordable housing.
Between these two poles lies a growing segment of South Africans who are looking for something that fits their values, their budgets and their long-term vision of home.
The challenge – and opportunity – for all of us in the property industry is to listen more carefully, design more intentionally and deliver homes that meet the moment.