Home ownership increasingly proving to be a stabilising and social force

From local is lekker to hyper-localisation: Township consumer trends to watch this festive season

Mongezi Mtati

The Rawson Property Group's experience over the last two or three years has confirmed that owning a home improves an individual's - and his family's - sense of self-worth and reinforces the breadwinner's determination to earn enough to keep up monthly bond repayments.

It is, therefore, a big step forward in the ongoing battle to achieve social stability, said Tony Clarke, MD of the Rawson Property Group.

Discussing this matter with trainees recently, Clarke said: "I want you all to see yourselves as agents for good. The more South Africans become home owners, the greater the country's chance will be of achieving peace and individual wealth accumulation."

The emergence of a new middle class

One of the most encouraging aspects of the group's growth over the past three years (an average rate of 35% per annum) has, said Clarke, been the way in which home buyers in lower priced areas - such as Kuil's River, Mitchell's Plain, Grassy Park and Macassar at the Cape, Chatsworth and Cato Manor in Durban, Bez Valley and Buccleuch in Joburg, as well as much of Pretoria East, have emerged and committed themselves to home buying.

"It is, of course, a cliché, but what we are seeing - first hand - is the emergence of a new middle class, one with values that place much importance on their children's education and in keeping up appearances."

The nett effect of this upsurge in demand at the lower house price levels, said Clarke, is that Rawson franchisees serving these less-affluent areas have been busy and both stock shortages and price increases have become evident for the first time in many years here.