Information, not location, now drives property value

• Buyers now use real-time data to judge value, negotiate better deals, and avoid overpriced properties.
• Suburb reputation alone no longer sells homes; transparent pricing and performance data shape demand and speed decisions.
• Agents succeed by interpreting information, helping buyers and sellers understand value beyond marketing or emotion.

A market shift underway

For decades, the property mantra was simple: location, location, location. A good address was often enough to secure demand and support price growth.

But the modern property market is evolving. Today’s buyers and investors arrive armed with comparable sales data, pricing histories, municipal insights, infrastructure plans and even satellite imagery. Decisions are increasingly informed by facts rather than impressions.

As access to information grows, so too does buyer confidence and scrutiny. Location still matters, but how buyers interpret that location now depends heavily on the information behind it.

Industry Perspective

‍Antonie Goosen, founder and principal of Meridian Realty, explains the shift clearly: “Location still matters, but today information determines how buyers interpret location. The market has become far more transparent, and information has shifted the balance of power.”

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Five reasons information now drives property decisions

1. Buyers arrive better prepared
Many buyers now know recent sale prices, listing timelines and price reductions before even stepping into a viewing, changing negotiation dynamics.

2. Value is now data-driven
Two homes in the same suburb can perform very differently depending on zoning, school catchments, levies, infrastructure plans and management quality.

3. Agents have become interpreters, not gatekeepers
With data widely accessible, successful agents now add value by explaining context and helping clients make informed decisions.

4. Transparency speeds up transactions
Realistic pricing and accurate disclosure build trust, reducing buyer hesitation and shortening decision timelines.

5. Future growth depends on informed choices
Investors increasingly study development plans, municipal performance and neighbourhood trajectories before committing capital.

The new property equation

Location remains the foundation of property value, but it is no longer enough on its own.

Today, successful property decisions are made where strong locations meet strong information. Buyers who understand the numbers, future prospects and underlying fundamentals make better investments and sellers who embrace transparency win trust faster.

In modern markets, location sets the stage. Information determines the outcome.

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