The home features you need to emphasise in your property listings

Selling a home is an exciting time, filled with the opportunity to create dreams and fulfil expectations. Buyers are looking for properties that tick all the boxes, and it is up to you as a property practitioner to ensure that they are getting the best service with the listings they want to see. You can become the go-to area expert and save your clients' precious time and money by highlighting what the data shows they want to see. An expert property practitioner is always ten steps ahead.

The lowdown on property insights: what do South Africans want?

Honing in on a South African real estate market perspective requires skill and focus. Our country’s economy directly affects property sales and determines which types of properties rise and fall in popularity. To make your listings stand out, lead with hard data as well as lifestyle language.

The Ipsos Housing Monitor 2025 (surveyed adults across 30 countries) provides an especially useful snapshot for South Africa. Key local takeaways:

• Safety first: 59% of South Africans prioritise a low crime rate — making security a top-of-list feature. Emphasise security features in homes such as gated estates, CCTV, biometric access, and neighbourhood safety stats.
• Location matters: 41% say a good location is a key factor — highlight proximity to schools, transport, shopping, and the local vibe, especially family-friendly neighbourhoods.
• Suburban preference: 34% of South Africans prefer a detached home in the suburbs, versus a global average of 19% — so call out spacious outdoor areas, privacy, and community amenities where relevant.

Use these facts to shape headings, listing descriptions, and lead photos in listings, giving buyers proof you can match their needs.

Security features: a non-negotiable

For many years now, one of the top desires in a home listing is security features. Gated estates, biometric access, security patrols, CCTV cameras, and more are the standard for a property to be considered safe. If your client is looking for a stand-alone home, you should point out the opportunity for alarm installation, fencing, and the safety statistics of the neighbourhood.

Call these out in the first paragraph of your description and include a short “safety snapshot” near the top of the listing: estate name, access type, patrol hours, recent crime-reduction initiatives — small details build trust.

The energy efficiency revolution

While businesses and homes across the globe welcome eco-conscious living, buyers also want this reflected in the property listings they are searching for. When marketing a home, consider the impact of solar power installations, energy-efficient home features, energy-efficient appliances, water-saving solutions, and recycling opportunities. Homeowners who are responsible citizens have designed resourceful additions to their properties, making them extremely marketable.

You can play this up in your description or include it in the heading along the lines of “Eco-friendly property features = long-term savings”. Property insights indicate that consumers place more importance on saving on utilities, which has increased interest in tools like prepaid meters. The importance of saving on utilities is paramount to homeowners looking to save on other aspects, like transfer costs.

Remote work made simpler

As many buyers enjoy the comfort of working remotely, having a practical space to do so can be a perk worth investing in. Fibre-ready properties that offer home office space can be a great advantage to those in corporate or entrepreneurial roles who value critical time to invest in their business. Property listings that mention these bonus additions attract attention from serious buyers who are seeking a base for their home and work goals.

If the property is fibre-ready, spell out connection speeds or available ISPs. If a room is currently staged as an office, include photos showing natural light, outlets, and a quiet layout.

Hey Alexa, play “Hometown Glory” by Adele — smart homes sell

Who doesn’t want the best that money can offer? Smart home technology allows convenience to take centre stage. Property listings that feature smart home technology, such as automated blinds, home theatre systems, and smart lighting, can help get your listing noticed. Modern homeowners prefer properties that can make their lives easier and add convenience to daily routines. From simple additions like a timer for the air conditioning to an automated fireplace, you can sell the idea of opulent luxury to buyers through the property listing descriptions.

Smart features also pair well with security — mention integrated security apps and remote monitoring to tick multiple buyer boxes at once.

Upgrade the most-used room in the house 

Kitchens are getting more than a facelift these days, with properties aiming to please with the latest trends. From simple cosmetic upgrades to major renovations, buyers are interested in getting the most out of their kitchens. Space is still a top contender when marketing kitchens in property listings. Open plan kitchen islands, shelving space, pantry storage, and more can help sway decision-making when it comes to selecting a home. 

Elegant appliance choices, convenient backsplash options, and fresh, natural lighting are what grab buyers' attention when viewing pictures of kitchens on a property listing. Research shows that South Africans are willing to fork over higher asking prices to accommodate modern kitchens. In some instances, modern kitchen upgrades may add between 5%–12% to a home’s value.

Always lead with one great hero kitchen photo and list the upgrades in bullet points — buyers skim then zoom.

Outdoors, community and family appeal

The Ipsos finding that a large share of buyers prefer detached suburban homes underlines the appeal of spacious outdoor areas and community amenities. Gardens, braai areas, pools, and safe play spaces for children are huge selling points in family-focused markets. Make sure your description references nearby parks, schools, and community centres to tap into the family-friendly neighbourhoods insight.

Checklist for your listings

• Lead with safety: gated estate, CCTV, patrols (security features in homes)
• Note energy wins: solar power installations, energy-efficient homes details, prepaid meters
• Call out connectivity: fibre-ready properties, available ISPs
• Show workability: dedicated home office space, quiet zones, natural light
• Flaunt the kitchen: modern kitchen upgrades, islands, storage, and finishes
• Sell the lifestyle: spacious outdoor areas, family-friendly neighbourhoods, community perks
• Mention smart extras: smart home technology and integrated security apps

Marketing your listings made easy

Once you’ve written the perfect listing, it’s time to get it in front of the right buyers. With Prop Data, you have a range of marketing services to promote your properties, including blog posts, social media campaigns, paid advertising, SEO, and email marketing. Maximise your listing’s reach, attract qualified buyers, and make your marketing work as hard as your property listings do.