Adrian Goslett | CEO | Regional Director | RE/MAX of Southern Africa | mail me |
Over the years, many South Africans have gravitated towards large cities. They often move in search of career opportunities, entertainment and easier access to amenities.
Recently, however, signs of a gradual shift have emerged. Many consumers now reconsider long-term decisions about family life, careers and retirement. As a result, interest in smaller communities continues to grow. Much like wide-leg jeans, small-town living appears to be returning to style.
A renewed interest in small towns
Interest in smaller towns continues to rise. Buyers and tenants have become more intentional about their lifestyle choices. Small towns offer various lifestyle benefits, including affordability, safety, space and a stronger sense of community.
We see a growing trend of consumers seeking greater value from their homes. At the same time, they want more balance in their everyday lives. This shift highlights the renewed appeal of small-town living.
This trend appears clearly in the Western Cape coastal village of Hermanus. The town has recently attracted an influx of new residents. These include families seeking safer streets and quality schools for their children. Retirees also arrive in search of peace and lower living costs.
Young professionals now move there because they can work remotely while enjoying a better lifestyle. In addition, some expatriates return from abroad to spend their retirement years in familiar surroundings. Investors have also begun identifying opportunities in emerging towns. Barbara Larney, Broker Owner of REMAX Wine and Whales in Hermanus, notes that these groups increasingly value the benefits of small-town living.
Interest extends beyond coastal destinations
However, the trend does not apply only to coastal villages. Farming hubs and scenic inland towns have also experienced growing interest.
According to Nastassja Koch, Broker Owner of REMAX Country Associates in Malmesbury, enquiries have steadily increased. Both buyers and tenants now relocate from nearby towns and major metropolitan areas.
Property prices continue to rise in the surrounding areas. Consequently, Malmesbury has become an attractive alternative. The town offers relative affordability and convenient access to Cape Town via the double-lane N7. For many households, this accessibility makes small-town living both practical and appealing.
Lifestyle benefits drive the shift
Beyond costs, lifestyle remains a major driver of this movement. Smaller towns offer shorter commutes, slower daily rhythms and stronger community connections. These qualities often become difficult to maintain in larger cities. As a result, many households increasingly value the lifestyle advantages associated with small-town living.
While these towns offer many benefits to buyers and tenants, they also generate meaningful gains for local communities. Many people are not just moving for the lifestyle. They also contribute their skills and experience to local businesses and projects. In doing so, they help strengthen communities and support local economic growth.
The ripple effect benefits local communities in several ways. For example, population growth can encourage improved infrastructure. It can also attract new local businesses. In addition, growing demand supports continued investment in quality housing stock.
Opportunities for property owners and investors
For property owners in smaller towns who want to sell or rent, this growing interest creates a significant opportunity. However, sellers must position their properties strategically.
To maximise value, owners should ensure that properties remain well maintained and realistically priced. They should also highlight lifestyle features that buyers increasingly prioritise. These features may include home offices, gardens or separate cottages. Such elements align well with the expectations associated with small-town living.
Finally, we advise potential buyers to explore towns with sustainable growth fundamentals. These factors include reliable municipal services, stable employment ecosystems, quality schools and accessible healthcare facilities.
