South Africa’s property market is undergoing a quiet but meaningful transformation. No longer solely driven by square footage, location, and return on investment, today’s real estate landscape is being shaped by a new generation of buyers, sellers, and agents who are shifting the conversation toward something more personal: authenticity, representation, and lifestyle alignment.
Among the voices contributing to this shift is Tondi Sadiki, a Johannesburg-based real estate professional and Founder of Buy the Block. His journey from Limpopo to the inner workings of the city’s property scene has given him a broad view of the systemic challenges that have defined the sector - and the opportunities that are now emerging to redefine it.
Sadiki, who studied Business at the University of Pretoria, entered the real estate world with a unique blend of entrepreneurial grit and community-minded values. “The industry didn’t always reflect the realities or the diversity of the people it serves,” he says. “There was a disconnect, and I wanted to be part of changing that.”
That change is already underway. South African urban hubs like Johannesburg, Cape Town, and Durban have seen growing demand for homes that reflect not just status, but identity and intention. Buyers are increasingly interested in properties that support the lives they want to live - near parks, public transport, and community-focused developments - rather than just traditional markers of value.
According to property market analysts, the shift has been fuelled by a mix of factors, including post-pandemic lifestyle reassessments, changing work patterns, and renewed interest in local community development. For many, the idea of “home” has expanded beyond bricks and mortar to include emotional connection, cultural relevance, and social belonging.
This generational shift has also highlighted deeper systemic issues in the industry. Historically, South Africa’s real estate sector has struggled with exclusionary practices - both formal and informal - that continue to shape who owns, manages, and profits from property. While some progress has been made since the end of apartheid, representation - particularly of Black buyers, developers, and agents - remains a pressing concern.
Sadiki is one of a growing number of professionals working to challenge those norms. His philosophy is simple: real estate should be a tool for empowerment, not just wealth. “If the land is ever going to be Black-owned, we’ve got to buy it - block by block,” he says.
His agency’s work focuses not only on sales, but on reframing the buyer experience. It treats each property as more than a listing - it’s part of someone’s story. Whether it’s a first-time buyer, a downsizing family, or an investor building generational wealth, the emphasis is on clarity, honesty, and fit - not just making a deal.
This storytelling approach resonates with younger buyers, who are often more informed and values-driven than previous generations. They want to know what a neighbourhood offers beyond property prices. What is the community like? Is there space to walk, to raise children, to grow old in? These questions are becoming central to purchase decisions.
The appetite for lifestyle-aligned living is also pushing the industry to adapt. Developers are rethinking layouts. Municipalities face pressure to invest in infrastructure and public spaces. And agents are being called upon not just to sell homes, but to act as guides through a more complex and emotionally nuanced process.
For Sadiki and others like him, this shift is both a challenge and an opportunity. It demands that the industry reflect more deeply on its practices - and that it makes space for a broader, more inclusive range of voices and visions.
“Real estate has always been about power and access,” he says. “But now, it can also be about community, culture, and care. That’s the direction we’re heading - and I’m excited to be part of it.”
