New research from Agile Market Intelligence’s Consumer Pulse survey (July–September 2025) points to a shift in homeownership sentiment, with younger Australians, particularly women, showing growing optimism about buying a home despite affordability challenges.
While only 15% of non-homeowners intend to purchase in the next 12 months, the majority (55%) still aspire to own, though many face financial barriers such as deposit readiness, interest rates, and property prices. Importantly, the proportion of Australians who say they have no plans to ever buy has fallen from 34% to 31% over the past quarter, suggesting that long-term demand remains steady.
For real estate agents, this report highlights a pipeline of buyers-in-waiting who could re-enter the market when conditions improve.
Women Drive the Positive Shift
The standout finding is the growing optimism among women. Intent to buy within the next year rose by 5% among women aged 18–34 and by 5% among women aged 35–54.
Among younger women, 18% now plan to buy within the next 12 months, while the number who say they’ll never buy dropped sharply by 5%.
Younger Australians overall remain more positive. Men aged 18–34 now lead buying intent at 24%, while nearly half of men (47%) and women (49%) in this age group cite financial readiness as their main obstacle.
By contrast, intent to buy drops off significantly among older demographics, suggesting a generational split in property ownership patterns.
For agents, this points to opportunities in engaging with younger clients who, despite obstacles, are most eager to enter the market.
State-by-State Sentiment
Only NSW and Victoria recorded increases in intent to buy within the next 12 months, rising by 2% and 5% respectively.
These markets are being buoyed by stronger employment and economic diversity, supporting continued housing demand even in the face of higher property prices.
In contrast, Western Australia recorded the highest proportion of respondents who say they have no intention of buying (44%), up 3% on last quarter, reflecting current economic pressures in the state. South Australia, however, saw a positive shift, with more residents moving from “never” buying to wanting to buy but citing financial barriers.
In brief:
- Younger buyers, especially women, are the most optimistic cohort. Marketing strategies and communication that resonate with this demographic may yield strong results.
- NSW and VIC show the strongest momentum. These states are seeing growth in active buyer intent despite affordability challenges.
- Latent demand is significant. More than half of non-homeowners want to buy but can’t yet, highlighting a large pool of future buyers for agents to nurture.
As Michael Johnson, Director of Agile Market Intelligence, summarised: “Aspiration exceeds ability. The 55% who want to buy but can’t represent the potential for market growth if affordability improves, as well as pent-up demand.”
