New research shows a clear generational split in how Australians seek property advice. Gen Z, facing the steepest affordability challenges, are turning to buyers' agents at the highest rate of any generation (31%), betting that specialist advocates will help them secure better deals in a brutally competitive market. Millennials are prioritising the finance side first, with nearly half going to a mortgage broker before anyone else. Baby Boomers, under less financial pressure, largely stick with real estate agents as their first port of call. Across all generations, lived experience still matters, most Australians find it reassuring when their property professional owns property themselves, even if it's not a dealbreaker.
New research from Primara Research has revealed a generational shift in how Australians seek advice when buying property, with Gen Z leading the adoption of buyers’ agents as rising house prices force younger buyers to think strategically.
While real estate agents remain the go-to resource for most Australians — with 46% of all buyers seeking their advice first, Gen Z is bucking the trend. A notable 31% of Gen Z respondents said they would turn to a buyers’ agent first, the highest rate of any generation. The motivation isn’t distrust of real estate agents, but rather a belief that a buyers’ agent will secure them the best possible deal in an increasingly expensive market.
In contrast, Baby Boomers are the generation most likely to seek advice from a real estate agent first (63%), reflecting the different financial pressures they face. For many Boomers, the priority is finding the right property at a comfortable price, not squeezing out every last dollar of value.
Millennials, meanwhile, are most likely to go to a mortgage broker first, with 46% prioritising finance advice above all else.
When it comes to choosing a service provider, most Australians (48%) say they find it reassuring if their real estate service provider owns property themselves, though they don’t consider it essential. This suggests that lived experience remains a valued, if not decisive, quality when seeking professional guidance.
As affordability pressures show no sign of easing, the data paints a picture of a generation adapting in real time, and increasingly turning to specialist advocates to gain an edge in one of the world’s most competitive property markets.
