The numbers tell the story.
In the house & land market, the average journey is now 26 months – that’s up from 23 months last year. Apartment buyers are following a similar trend, stretching from 16 to 22 months. Downsizers are especially deliberate, taking more than 30 months across both segments, with Victorians leading the way in longer journeys.
This isn’t just buyer fatigue. It’s strategic consideration. Home buyers are weighing more options, researching across more sources, and needing 4–5 key pieces of information at each stage - from floorplans and prices to neighbourhood insights and amenities.
What’s more, they want to hear from you.
Weekly contact is now the norm, not the exception, with over half of buyers saying they expect regular updates from developers and agents throughout the process.
This shift brings opportunity, especially for marketers. Each touchpoint is a chance to reassure, inform and differentiate. Buyers are not just looking at facades; they’re assessing customisation options, design character, and overall quality. For many, especially subsequent buyers, uniqueness is a key driver of appeal.
The definition of “home” is also expanding.
People want to live in spaces that support wellbeing - think smart tech, flexible layouts, and outdoor connections, and they’re increasingly prioritising community. The 20-minute neighbourhood is more than a theory, it’s an emerging expectation. Especially as households become smaller and more time is spent at home and in the local area, buyers want homes that support their lifestyle and their sense of belonging.
And then there’s culture.
Indian-Australians are the fastest growing migrant group, and their impact on the new housing market is significant. One in two are looking to buy and one in three are considering apartments. They prefer new over established, and value culturally specific needs including prayer rooms, gas cooktops, space for multigenerational living, and a thoughtful settlement experience. Translating information (literally and figuratively) is critical here. So is showcasing surrounding community and cultural amenity.
At Equality, we work with clients every day to translate these types of insights into communications that connect. Whether it’s through nuanced media strategies, brand storytelling or content tailored to the right stage of the journey, we’re helping property brands show up more meaningfully for modern home buyers.
Because they’re not buying on a whim. They’re buying with care, consideration and a deep sense of what home means now and next.
