THE PROPERTYFOX REPORT 2016
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Th e P r oper t yFox
R epor t
2 0 16
Th e P roperty F ox
R eport
Finding 2016’s hottest neighbourhoods, restaurants and bars
through virtual world activity
PropertyFox commissioned research house Metric to explore South Africa’s
‘virtual neighbourhoods’. We reviewed hundreds of thousands of hashtags, accounts, posts and comments.
Our aim? To use social media data as a new way of looking at property. To establish whether people are
using social media and the activity from their ‘virtual neighbourhood’ when making buying decisions. To
find the most Instagrammed hoods in our cities, the most Instagrammed restaurants, the up-and-coming
suburbs, the best bars, and the most popular weekend pursuits. And to establish whether the ‘Instahood’ is
having an impact on property prices in our physical ‘hoods.
Here are the findings of the first annual PropertyFox Virtual Realty report.
What the experts say
“ Social media has become such a big part of our everyday lives and we thought, what if we were able
to assess the perception and values of areas based on the opinions and emotions floating about in the
social media space. We are very excited about this report and hope that it will become an annual feature
that identifies the vibrant and attractive areas, and even things that energise them, like restaurants, bars
IS,
INGL
CRIS
PIN
“
and recreational areas. It’s a real-time, genuine and refreshing alternative to the standard property reports
we see every year!
YFOX
PERT
PRO
“ Looking at social media allows us to really understand the view and perceptions of the consumer. The
consumer has traditionally come second for way too long in South Africa, and social media is a powerful
“
platform to understand the true values of consumers. It helps businesses shape their offerings, especially
ES,
Y JA M for consumer-centric models like ours.
A SHLE
YFOX
PERT
PRO
“ I love this report. I think that it has specific relevance to the property market as the use of social
media now facilitates geo-social commentary. When someone posts or ‘Instagrams’ from an area, it reveals
a lot. It not only gives you physical insight, but an emotional insight too: the Atlantic Seaboard is beautiful
but the fact that people are taking out their phones and posting about it or taking photographs shows
that they feel safe. As an Instagrammer, I have always been acutely aware of the environment in which I
R
MME shoot. As Instagram will serve you images based on your geo-tagged position, it is great to know which
STA GRA
W, IN
LOU suburbs are most talked about so that we can join the conversation. Just as social media has become a
ABE
THE
LOUW
DOW
N “
proxy on which brands can measure sentiment, PropertyFox is using social media to identify suburbs that
are coming onto the map.
#2
Most JOHANNESBURG
30 758
Instagrammed
cities in #3
2016: DURBAN
17 267
#1
CAPE TOWN
89 858* Number of Instagram posts
4. Southern Suburbs
*2 453 1. Sandton 3. Braamfontein
T CAPE TOWN *2 275 *613
THE MOS
Constantia was No 1
suburb at *1 121
2. Rosebank 4. Rivonia
1. Camps Bay 5. Atlantic Seaboard, JOBURG *643 *238
*7 184
AMMED
excluding Camps Bay
INSTAGR 2. South Peninsula *2 205
*4 530 Clifton was No 1 at *729
ODS
BOURHO
Hout Bay was No 1 suburb at *1 596 6. West Coast/ 1. Umhlanga 3. Durban North
NEIGH 3. City Bowl
Blouberg *1 297 *135
Hashtag
s *2 549 *1 218 2. Westville 4. Musgrave
* Posts /
Bo-Kaap was No 1 suburb at *1 287
Table View was No 1
at *479
DURBAN *166 *113CAPE TOWN DURBAN JOHANNESBURG
476 93 349
CRUMBS & CREAM THE OYSTER BOX CAFÉ CRU (MONTE CASINO)
223 55 82
SHIMMY BEACH CLUB MOYO MARBLE
162 33 34
CAFE CAPRICE ROBSON’S REAL BEER TASHAS
103 32 31
TASHAS BELUGA KOI
86 14 31
BOOTLEGGERS LUCKY SHAKER MOYO
65 13 27
KLOOF STREET HOUSE OLD TOWN ITALY URBANOLOGI
64
ON THE DAILY
52
BEER HOUSE
50
The top bars South African Foodies
BLANKO
35
and restaurants
THE BUNGALOWCape Town's CBD
Average price in a sectional scheme:
2016: R1,3m
Property buyers who want to get close to the action in
Camps Bay, but are looking to spend a bit less, should
top Instahoods Proximity to Camps Bay:
6.6 km, 16 mins
Average property inflation:
try the following more affordable nearby ‘hoods:
The CBD, Vredehoek and Greenpoint.
13.44%
Even without including foreign
Instagrammers, Camps Bay and
the Atlantic Seaboard were by far VREDEHOEK
the most Instagrammed areas in Average price of
a freehold property:
Cape Town.
2016: R4,750m
Proximity to Camps Bay:
Table Mountain
7,1 km, 15 mins
Growth in
That could be because they average price of:
5.18%
represent #summer #models
#perfect #sunkissed #sunset
and #beach to the lucky
Signal Hill
Instagrammers who visit
them or, better yet, live there.
GREENPOINT
Average price in a
sectional scheme:
CAMPS BAY
Average price of a freehold property:
2016: R2,612m
2016: R11,862m
Proximity to Camps Bay:
8 km, 18 mins Average property inflation:
Average property inflation: 5.98%
5.73%
CAMPS BAY AND ATLANTIC MOST USED HASHTAGS IN CAMPS BAY OTHER POPULAR HASHTAGS RELATING
SEABOARD TOP EATERIES TO CAMPS BAY:
CAFE CAPRICE BOOTLEGGERS
#sunset #models
#beach
31 #playa
476 223 162 103 86
49 #bikini
#campsbaybeach #nofilter
COOKIES
& CREAM
SHIMMY
BEACH CLUB
TASHAS
17 #paradiseDIEP RIVER
The second most Average price of
Instagrammed a freehold property:
2016: R2,118m
CT 'hood: Proximity to
Hout Bay:
11,9 km, 20 mins
OUDEKRAAL Average property
NATURE RESERVE inflation:
4.35%
HOUT BAY KIRSTENBOSCH
NATIONAL BOTANICAL
1 596
South African Foodies
GARDENS
posts in 2016
LLANDUDNO
Still an affordable option,
the average freehold property
price in Hout Bay:
2016: R3,650m
Average property inflation:
4.46%
More affordable than the
Atlantic Seaboard and equally
pretty, Hout Bay is definitely
a fan favourite on Instagram.
Getting close to Hout Bay is not
that easy as it is nestled in its
own little bay,
BERGVLIET
Average price of a freehold property:
2016: R3,248m
Proximity to Hout Bay:
* Other affordable options: 11,7km, 17 mins
Bergvliet and Diep River Average property inflation:
4.52%Joburg's top Instahoods
SANDTON Sandton was the most talked about and tagged Instahood in Jozi in 2016. No surprises there, this hub
of commerce, fine dining, social action and culture is home to some of the best shopping on the African
Sandton’s reputation as an continent. Living in one of Sandton’s neighbourhoods, or very close to one, is an option for people no matter
opulent, prosperous mecca their budget. From Sandhurst – where you may run into the Guptas at your local Woolies - to Killarney and
Fourways, you can proudly hashtag your ‘hood knowing you are right in the heart of the action.
comes through in
the hashtags.
#sandtoncity
#business
#watchporn
#exoticcarspotting
#luxurylife
FOURWAYS Within Sandton
and its surrounds
Average price of a Sandton
Convention
there are lots of
freehold property:
Centre options, we looked
2016: R2,3m
at Sandhurst,
Proximity to Sandton:
Killarney and
20 km, 23 mins
Fourways.
Average property inflation:
2.46%
KILLARNEY
Average price in a
SANDHURST sectional scheme:
Average price of a freehold property:
2016: R1,6m
2016: R20,5m Proximity to Sandton:
10 km, 20 mins
Proximity to Sandton:
Average property inflation:
1.9 km, 7 mins
4.13%
Average property inflation:
1.83%The second most Instagrammed 'hood in Jozi is Rosebank
ROSEBANK
643
South African Foodies
Getting close to Rosebank
is best done by looking
for properties in:
posts in 2016
PARKHURST
Average price of a
Average price of
freehold property a freehold property:
2016: R7,4m 2016: R3,150m
Proximity to Rosebank:
Average property 3.3 km, 10 mins
inflation:
Average property inflation:
3.64% 2.77%
PARKTOWN
Rosebank is a NORTH
great choice for Average price of
a freehold property:
restaurants
2016: R4,6m
(Marble, Koi and
Proximity to Rosebank:
Krispy Kreme 1.7 km, 5 mins
were top in Average property inflation
the area). 2.35%Durban's top Instahoods
Another suburb to consider in
Durban is UMHLANGA
WESTVILLE ROCKS
166
1 297
South African Foodies
INSTAGRAM South African Foodies
POSTS
INSTAGRAM
Average price of a POSTS
freehold property in
Westville is:
2016: R1,8m Umhlanga is Durban’s most popular
Proximity to Umhlanga: hood among Instagrammers.
27,9 km, 24 mins Average price of a
Average property inflation: freehold property:
2.11% 2016: R4,825m
Average property inflation
2.61%
Interesting fact: With the iconic Oyster Box by far the
As well as being a most Instagrammed establishment
top suburb to live in, in Durban, there’s no doubt that a
Umhlanga is also a top lot of people want to be seen
spot to watch the sunrise. regularly in Umhlanga.Camps Bay was mentioned Muizenberg is most
popular for surfing
times when it comes Most Instagrammed
1 582 to outdoor activities spots for hiking:
103
189
for running
CAMPS BAY
29 1 714
for cycling 1 279
Lions
Head Table
Mountain
157 (although we know the diehards don’t surf
in Muizies and they also keep their locations
for swimming a secret to keep the grommits away)
(brrr)
Some other cool stuff we found
If you are having a good time in Joburg,
#homesweethome you might want to use #durbanism
was used is a thing in Durbs
5 105
times
#jozivibes
and #homedecor
868 times – we
South Africans do
love our digs
We’re not from Durbs so we can only
guess as to exactly what
306 people did in 2016 makes something a ‘durbanism’.About the PropertyFox
annual report
PropertyFox launched in April 2016 and quickly became South
Africa’s leading online property seller. We are a technology start-
up, founded by entrepreneurs Ashley James and Crispin Inglis,
which brings customer-centric digital disruption to the archaic
property business model. Instead of the traditional 5 to 7%
agent’s commission, we charge only 1.5%. Our service includes
professional photos, valuation support and extensive online
marketing of listed homes. Potential buyers are screened,
owners host their own viewings and a professional law firm
processes all sales.
www.propertyfox.co.za
Research house Metric set up software to track the most used hashtags in South Africa over the past year.
The data from social media was extracted, verified/checked, analysed and tagged. After quantitative data
EA RCH gathering, the data was analysed by a team of researchers who looked for activity for insights and ranked the
RES findings. Every effort was made to exclude foreign accounts from the exercise. PropertyFox used Light Stone
OL OG Y data to overlay property price trends over social media findings.
HOD
MET www.metricresearch.co.za/ | www.lightstoneproperty.co.zaYou can also read
