Women are emerging as a driving force in the South African property market, reshaping demand patterns and investment trends. Recent data from BetterBond shows that more than half of all bond applications over the past year were female, indicating a marked shift in buyer demographics.
Source:Supplied.
As more women prioritize property as a long-term wealth-building strategy, their increased involvement is influencing how homes are financed, purchased and positioned in an increasingly competitive market landscape.
“With the prime lending rate currently at 10.25% and the national bond approval ratio reaching 63.5%, more women are making intentional financial decisions and investing in property as part of their long-term wealth planning,” says Brad Bendall, national head of sales for BetterBond.
“As a result, over 50% of all BetterBond applications in the past year were from women, with 49.89% from men.”
Fundamentals of Strategic Investing
Successful property investors understand that long-term wealth is built through disciplined financial planning and informed decision making.
Bendall says that for women investing in property, the aim is not only to secure a home, but to acquire an asset that contributes to long-term financial stability and portfolio growth.
optimize your cash flow
Building a successful property portfolio starts with understanding how your cash flow can support long-term investment growth. Bendall advises that monthly bond repayments should ideally not exceed 30% of your monthly income. “BetterBond's online calculators are a useful tool in financial planning before looking at properties,” he explains.
Maintaining a clear view of income, expenses and future financial commitments allows investors to make confident decisions and maintain their investments through changing market conditions.
It is also important to take into account the full cost of purchasing a property, not just the purchase price. Expenses such as transfer fees, transportation charges and relocation costs can add significantly to the upfront financial commitment.
LeapFrog Property Group launches tech-powered real-estate hub in Rustenburg
Bendall recommends consolidating a buffer fund for home repairs, maintenance and other unexpected costs that may arise. “This acts as a financial buffer against unexpected expenses. Repairing a burst geyser can put a dent in your monthly income. By setting aside funds for these situations, you will be able to strengthen your investment position and ensure that your property is well maintained.”
Deposits improve borrowing capacity
Saving for a deposit is one of the most effective ways to improve your chances of securing a home loan and negotiating favorable loan terms.
“Although it's still possible to get bonds without a deposit, setting aside funds demonstrates financial discipline and reduces risk for lenders,” says Bendall.
A deposit reduces monthly payments and creates more flexibility within a wider financial plan. Bendall advises aiming for a deposit of at least 10% of the purchase price where possible.
“Buyers who can contribute a deposit are often seen as lower risk applicants and may be more likely to secure competitive interest rates,” he explains. The deposit also signals to sellers that you are a committed and financially prepared buyer, which is an advantage in high-demand markets.
Data from BetterBond shows that for the 12 months ending January 2026, buyers were spending an average of R737,000 on deposits. While this figure will vary depending on the price and location of the property, it highlights the growing importance of planning ahead and saving in the home buying journey.
strengthen your negotiating power
Getting pre-approval is an effective way to strengthen your position as a buyer before you start looking for a home. This provides a clear understanding of what you can afford and signals to sellers that you are able to move forward financially quickly once you find the right property.
Through BetterBond, your application can be submitted not only to your existing bank, but also to many leading banks. This gives you access to a range of offers, helping you secure the most competitive rates and loan terms available.
Exclusive: Transparency is shaping the next chapter of property in SA
Bendall says pre-approval can also significantly improve the chances of bond approval. “Buyers who are pre-approved have a clearer picture of their affordability and are in a better position to secure financing,” he explains. BetterBond data shows a 95% success rate for customers who receive pre-approval before submitting a formal bond application.
In addition to improving the chances of approval, pre-approval also strengthens the buyer's negotiating position. In competitive markets, sellers are more likely to consider offers from buyers who have already taken this step, as this reduces the risk that financing will be delayed or failed.
Home Financing as an Entrepreneur
As more women achieve financial independence through entrepreneurship, freelancing or flexible working arrangements, self-employment is becoming a common route to property investment.
Currently, self-employed applicants account for between 10% and 12% of all BetterBond bond approvals. With women representing approximately 58% of the self-employed sector across the continent, this group is likely to play an increasingly important role in the property market.
Bendall advises self-employed buyers to make sure their financial records are accurate, up-to-date and easy for lenders to evaluate. “Banks will keep a close eye on affordability, so it's important to have all your tax returns and financial statements in order,” he explains. “Having records of income and responsible financial management helps demonstrate stability and strengthens the bond application.”
SA inspires young, female and self-employed buyers to make the property transition
Like all home buyers, maintaining a healthy credit profile is essential. Working with experienced professionals, including a reputable bond originator, can help self-employed buyers spot potential risks early and prepare the necessary documentation before submitting an application.
Bendall says that for women building businesses or managing multiple income streams, this level of planning supports financial reliability and long-term investment growth.
protect your property
Property is a long-term financial commitment, Bendall says, and risk protection is an important component of responsible ownership. Although not mandatory, life insurance plays an important role in protecting property investments against unexpected events such as death, disability, serious illness or layoff. “Without adequate protection, there is a risk that dependents or family members may struggle to maintain bond repayments in the event of financial disruption,” warns Bendall.
It is also necessary to have a valid will when investing in property. Bendall explains that a purchase offer is a legally binding agreement, and financial obligations remain in place even if circumstances change unexpectedly. “Proper estate planning ensures that estate assets can be easily transferred and financial responsibilities can be met.”
wealth creation
Bendall concluded that by approaching property as a strategic investment, supported by good financial planning, strong credit management and a long-term view, women are building assets that support financial resilience and long-term wealth accumulation. “For many women, home ownership is no longer a milestone, but a cornerstone of wealth creation and long-term financial security.”