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Where first-time buyers, retirees and investors are buying in 2025 Location remains the most important factor—but lifestyle, security, and return on investment are the real drivers behind today's buying decisions.Key trends shaping the property market in 2025The South African property market is entering a new phase marked by cautious optimism as interest rates stabilise, inflation cools, and digital innovation reshapes the industry.Deciding factor: How location affects property values Location is the single most influential factor in determining property value and buyers should carefully evaluate all the associated aspects to make the best possible investment.