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Property buyers are spending significantly less time purchasing property than they did five years ago, amid rising demand, lower stock, government incentives and interest rate cuts.
Australians are buying property much faster, with the total journey time down nearly a third since 2020, and the active buying phase now taking about three months.
New research by View Media Group, based on a survey conducted among 700 property-engaged Australians, revealed that Australians’ property journeys have shortened compared to 2020.
The 2025 survey found that the time property buyers took to move from the “dreaming phase” to the purchase phase reduced from 29.6 months in the 2020 survey to 20.6 months in this year’s survey.
View Media Group’s chief marketing officer, Paul Tyrrell, said the significant reduction in the amount of time spent purchasing a property reflected an increased urgency amid falling interest rates and a “more favourable lending landscape”.
“Stock availability due to the ongoing housing availability crisis is clearly an issue that accelerates this urgency,” Tyrrell said.
“The research highlights that buyers know the time to act is now, and they want to purchase before another property boom cycle hits the market, driven by government first home buyer and downsizer incentives, interest rate cuts and greater borrowing capacity,” he added.
He noted that the purchasing phase of the journey, when buyers are actively putting in offers, has also more than halved since 2022, decreasing from 6.8 months to 3.2 months.
In addition to the stages within the property journey, the research also focused on purchasing motivation, buyer types, vendor insights, and how buyers use media sources.
He added that the survey looked at the key sources of information that property seekers use, with Google search, social media, and agency websites proving to be top platforms for buyers.
“Not surprisingly, social media ranked particularly highly with Gen Z (58 per cent) and Millennial (33 per cent) audiences,” he said.
Additionally, buyers in the purchasing stage were three times more likely to use Google search as a key source of information.
Social media in general proved to be popular among buyers, with the data showing that in the purchasing stage, 46 per cent were more likely to use social media than other media types.
Further, the research showed that most vendors believe in a multichannel strategy, with 85 per cent agreeing that using multiple portals to list a property is the top “must have” for an agent’s market strategy.
It was also found that vendors usually sell within three months, with settlement taking just under four months.
The survey also showed that a vast majority of vendors sell through an agent as opposed to brokers and private channels.
The report showed that a multiplatform campaign approach was paramount for agents in attracting prospective buyers and assisting them in finding their next vendor.
Trent Casson, View Media Group managing director, residential, said the research showed the personality of an agent was the most important factor for vendors when choosing who to represent their property.
“Following their personality, their suburb expertise, sales approach, brand and reputation, and marketing plan were also important factors,” he said.
“In terms of their marketing plan, it was a must-have to list across a majority of portals and also include a signboard, quality photography, social media strategy, and offer competitive pricing,” he concluded.
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