TikTok property trends are reshaping how Gen Z enters the housing market

Forget matcha lattes - the new property playbook for Gen Z is being written on TikTok.

A new analysis by Ray White Group reveals that first-home buyers are engaging with investment-focused property content at unprecedented levels, signalling a dramatic shift in how young Australians approach the housing market.

Ray White chief economist Nerida Conisbee said TikTok is changing the game, with Gen Z treating property less as a lifestyle purchase and more as an investment strategy.

"The prevailing narrative is that first-home buyers are priced out of the market, but our research shows they're being far more strategic than we give them credit for," Ms Conisbee said.

"They're approaching property not just as shelter, but as the foundation of their wealth-building strategy."

Ray White's research tracked the top 100 trending TikTok hashtags over 30 days in the categories of Financial Investment and Home Improvement.

The results revealed that first-home buyers are consuming increasingly sophisticated property content, ranging from loan structures to long-term investment strategies.

The hashtag #propertyinvestment alone generated more than 1,000 posts, while other popular tags such as #australianproperty, #homeloans and #propertytips attracted strong engagement from buyers aged between 18 and 34.

The audience makeup for property-related hashtags shows 30 per cent aged 18-24 and 35-40 per cent aged 25-34 - this is the demographic most likely to be considering first property purchases.

Unlike traditional marketing, which has often leaned on lifestyle aspiration and glossy imagery, TikTok content consumed by first-home buyers prioritises education and practicality.

Hashtags such as #firsthomeguaranteescheme and #homeloansaustralia focus on processes and government incentives, while location-specific tags like #sydneyrealestate, #brisbanerealestate and #perthproperty dominate the home improvement category.

Ms Conisbee said the trend shows that younger buyers are not passively waiting for the market to become more affordable.

"This is a really pragmatic generation," she explained.

"They're not waiting for the market to become affordable - they're learning about rentvesting, government incentives, and how to identify investment-grade property. They want the technical information, not just glossy marketing."

The research highlights a significant shift in mindset among this new generation of buyers. Homeownership is no longer viewed primarily as a lifestyle milestone, but as a tool for wealth creation.

Education is taking precedence over emotion, with first-home buyers seeking financial literacy, loan strategies and information on government schemes before taking their first step into the market.

Geographic specificity is also playing a role in shaping their property research. Rather than focusing on broad national trends, young buyers are diving into content about Sydney, Brisbane and Perth markets, reflecting a sharper awareness of how conditions vary across local areas.

The presence of realistic entry-point content like #apartmenthunting and #tinyhomes indicates pragmatic market assessment rather than aspirational browsing.

According to Ms Conisbee, the data points to a demographic that is more data-driven and investment-savvy than previous generations.

"Whether this strategic approach translates to actual purchasing behaviour remains unclear, but the engagement data reveals a demographic actively preparing for property investment rather than passively waiting for market conditions to improve."