Property’s New Power Buyers: Digital, Demanding and Here Now
Australia’s property market is undergoing a quiet but powerful generational shift. According to the 2021 Census, Millennials now rival Baby Boomers in population size, while Gen Z is emerging rapidly as the next wave of first-home buyers.
These buyers are confident, aspirational, digitally fluent, and far less willing to accept outdated housing products or customer experiences. For developers, builders,agents and marketers, this isn’t a future trend. It’s a present-day reality that demands new thinking across design, delivery and communication.
A new generation, a new mindset
Gen Z’s entry into the housing market is already reshaping demand. Around 35%* plan to purchase within the next five years, driven by financial security, independence and a desire to escape the rental cycle.
But their pathway to ownership looks different. Flexibility is key. Interest in apartments is rising, rent-vesting remains popular, and affordability considerations heavily influence location and property type. Smaller homes, townhouses, regional lifestyle areas and hybrid work-friendly locations are all gaining traction.
The takeaway? The “one-size-fits-all” housing solution no longer applies.
How Gen Z searches, shops and discovers property
Gen Z buyers are digital-first and mobile-dominant. More than 96% begin their search on major property portals, using smartphones as their primary research tool.
They search with intent and sophistication, filtering by budget, commute time, walkability and amenity. Virtual tours, 3D floor plans, interactive maps and drone footage are no longer nice-to-haves; they’re expected.
Social media now plays a central discovery role. TikTok drives “day in the life” suburb tours and first-home education. Instagram shapes brand perception through lifestyle-led visuals. YouTube supports longer-form walkthroughs and financial explainers. Trust is built through peer creators, educators, mortgage brokers and builders who show real processes, not polished sales pitches.
Affordability, lifestyle and transparency drive decisions
Affordability doesn’t just influence what Gen Z buys. It also shapes how they buy. Rent-vesting, shared ownership with friends or family, and government incentives are all part of their decision-making toolkit.
At the same time, lifestyle remains critical. Walkability, public transport access, amenity-rich developments, sustainability features and energy efficiency strongly influence choice. These buyers don’t see lifestyle and practicality as trade-offs. They expect both.
Trust is built through transparency. Clear pricing, upfront outgoings, realistic construction timelines and credible reputation signals matter deeply. Gen Z researches extensively, cross-checking government planning portals, past sales data, reviews, crime stats and school rankings before engaging.
The new customer experience standard
Gen Z isn’t just changing who buys property. They’re also changing the standard of customer experience for everyone. As digital natives, they benchmark every interaction against the best brands they use daily, from banking to food delivery
Their expectations are clear:
Simplicity: Fast, intuitive, low-friction processes across all devices
Customisation: Personalised content that reflects real preferences and behaviour
Transparency: Real-time updates and visibility at every stage
Empathy: Human support when decisions feel complex or high-stress
Continuous improvement: Brands that evolve, adapt and remove friction constantly
Digital-first delivery: Seamless online journeys as the default, not an add-on
Sustainability and social responsibility: Genuine action, accountability and values-driven behaviour
These expectations don’t stop with Gen Z. They reset the benchmark for the entire market.
So, what should the industry do next?
The message is clear: modernise or risk irrelevance. For property brands, this means refining digital sales funnels, embracing instant messaging and mobile-first design, and investing in short-form video on platforms where buyers already spend their time.
More broadly, it means rethinking how we educate, engage and support buyers across their journey, not just how we advertise to them.
The final word
The next generation of buyers has arrived – informed, values-driven and digitally empowered. They aren’t waiting for the industry to catch up.
For developers, builders, agents and marketers, the opportunity is significant. Those who innovate in design, communication and customer experience won’t just meet Gen Z’s expectations but also help shape the future of the Australian property market.
The question isn’t whether change is coming. It’s whether we’re ready to lead it.
Source: Westpac Home Ownership Report