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With demand surging and stock tight, a property expert is urging agents to utilise data to leverage local insights, win more listings, and capture a greater market share before opportunities close.
Although Australia’s property market is growing nationwide, data has shown fragmentation across regions and property types, requiring agents to understand how their local market stacks up against the rest of the country.
According to PRD chief economist, Dr Diaswati Mardiasmo, understanding data can give agents an edge, winning more listings, better guiding buyers and capturing a greater share of the market.
“Having data knowledge simply means that agents can use it to create that one story, that one narrative for your local market to convince more sellers to be your clients,” Mardiasmo told REB.
“That’s how real estate businesses can increase their market share.”
She said that while a lot of data is available, agents should focus on understanding their local market first before comparing it to the national average.
“The similarities are that there is growth everywhere, but it’s all about knowing, based on your local market, based on the stock type that you deal with more so on a day-to-day basis, how that differentiates with the rest of the country.”
Additionally, Mardiasmo said that by comparing local data with national trends, agents can guide buyers on where to invest, helping them make informed decisions.
“This will help better guide clients; many buyers will come to agents and ask them for advice on where to buy, especially if they can’t afford to invest in the local market or if they’re seeking investment opportunities elsewhere.”
Mardiasmo said the latest PRD data has shown that easing RBA policy, resilient economic fundamentals, and rising consumer confidence have boosted buyer activity, with household savings gradually recovering despite ongoing global and domestic uncertainties.
Simultaneously, house prices have rebounded in 2025 on the back of rate cuts, but unit prices, still 30–35 per cent cheaper, have been outpacing houses amid limited supply, offering buyers a narrowing opportunity.
Units are expected to dominate planned ready-to-sell stock until the end of 2025 in nearly all capital cities, excluding Adelaide, with the limited housing supply to drive price growth across all property types.
Mardiasmo said that by understanding the data, agents can prioritise high-demand properties, allowing them to focus their efforts on the most sought-after listings.
Additionally, she said that the PRD report showed investors and first home buyers have been entering the final 2025 property market, as demand and confidence increase.
Data showed that buyer confidence has surged, with the time-to-buy a dwelling index jumping 37 per cent in the year to August 2025, reaching 97.8 points, its strongest level since before the cash rate hikes of 2022.
Nationwide, buyers believe it’s the right time to purchase, with Tasmania leading the nation at 113 per cent growth, followed by NSW at 48.3 per cent, while South Australia, at just 3.4 per cent, offers fresh opportunities for first home buyers.
According to Mardiasmo, the time-to-buy a dwelling index is a crucial indicator for agents trying to win listings.
“For instance, in Victoria and New South Wales, where demand has risen 30–35 per cent, agents can confidently tell potential sellers to expect a similar uplift in property inquiries.”
She said that agents have an opportunity to distil key data, such as the time-to-buy index, first home buyer activity, investor growth, and supply levels, into clear insights for clients.
“By using the data point, sending an email to their database or even on social media, agents are creating a compelling narrative that encourages sellers to list, boosts their confidence, and helps agencies grow their market share,” Mardiasmo said.
Similarly, she said agencies can strengthen their business by leveraging market data to anticipate higher inquiry volumes, optimise team capacity, and ensure staff are prepared to serve more buyers efficiently.
As buyer demand continues to outpace the limited property supply, she said that agencies now have an opportunity to scale up their businesses and ensure they have the capabilities to service clients.
“A lot of agencies always love to have more listings, always love to have more properties but what they have on their books is what they can sell, and sometimes they don’t actually have the capability within that agency to be able to service everyone.
“So now this is the time for agencies because of this imbalance in demand and supply for them to really scale up in terms of the number of people or increase their capabilities so that they can continue servicing their clients.”
“And ultimately grab a bigger market share in their area and capitalise on that window of opportunity,” Mardiasmo concluded.
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