The Spring selling season is shaping up to be a game-changer for real estate agents, with new research from Domain highlighting a dramatic shift in homebuyers’ priorities.
While traditional factors like school zones have long held significant value, the latest data shows that families are increasingly looking for homes close to extended relatives, with proximity to family now the top consideration for 58% of Aussie families.
“Essentially, families are looking to buy closer to home, closer to where relatives live,” said Alice Stolz, Property Editor at Domain.
“We are seeing people relying on family much more than what they have been doing, especially with the astronomical increases in childcare costs.”
This shift highlights a significant opportunity for agents to adjust how they market homes, emphasising community and family connections rather than promoting properties in hot school catchments.
“Agents have talked about the value of being in a good school zone for a long time, but now they need to focus on that idea of community, of being near family,” she Ms Stolz.
“The missing piece here is understanding where families want to live, but it’s really about being emotionally attuned to what matters to buyers now.”
Lifestyle takes precedence
Alongside family proximity, lifestyle amenities are becoming a central focus for homebuyers. According to the Domain research, features like proximity to cafes, pubs, and parks are increasingly important, as people prioritise convenience and quality of life.
“It’s not just about school zones anymore; it’s about living near that pub with the best parma or being close to a local coffee shop,” Ms Stolz said.
“While that might sound fluffy, it speaks to the importance of local community and leisure, especially in times when people aren’t travelling as much due to the cost of living crisis.”
For real estate agents, this means staying up-to-date on evolving suburb trends.
“Agents need to know how a suburb is changing—when a new craft beer hall opens, property prices often follow. These are the kinds of lifestyle details that buyers care about now, especially millennials and families with young children.”
Bedrooms and privacy: the new essentials
One of the standout findings from the Domain research is the growing importance of bedrooms, with 88% of families making it their top priority.
Ms Stolz attributed this trend to a need for privacy in increasingly chaotic modern lives.
“Millennials, in particular, are driving the demand for more bedrooms,” she noted. “It’s not about having a massive house anymore; it’s about creating spaces where family members can retreat and have their own privacy.”
This reflects a broader shift away from the open-plan living trend, with families seeking homes that offer smaller, more intimate spaces rather than vast, open rooms.
“It’s almost a return to the way homes were built generations ago, with smaller, more private spaces. Families want homes that allow them to live smaller and more comfortably, rather than sprawling open plans that can feel overwhelming.”
Pet-friendly
The Domain research also highlighted another growing trend among Australian homebuyers: the importance of pet-friendly spaces.
According to the data, 40% of families prioritise having enough room for their pets, ranking this higher than proximity to the city or a home with income-earning potential.
Ms Stolz noted that this reflects a broader lifestyle shift towards “living smaller,” where families value a sense of community, comfort, and time spent with loved ones—including pets.
“People are finding no awkwardness in saying those priorities anymore, and I actually think this is a really great thing.”
She emphasised how pets have become part of a more intimate, family-centred lifestyle and the significance of pet-friendly spaces can not be underestimated.
“It may be important that people live near the local dog park where you can have the off-leash section, et cetera. Our insights reflect the increasing demand for homes that accommodate both family and pets.”
A more human approach to real estate
Ultimately, Ms Stolz believes that these changes present an opportunity for real estate agents to show their human side.
“For a long time, agents have had to rely on hard data—school zones, cost per square metre—but now they have a chance to connect with buyers on a more emotional level,” she explained. “It’s about helping buyers find not just a house, but a home that fits their lifestyle and their emotional needs.”
Now, Ms Stolz advises agents to maintain strong connections with potential sellers and stay prepared for opportunities, particularly as buyers increasingly seek homes near their families, sometimes bypassing agents by making direct offers to neighbours.
“It’s about nurturing relationships with those who haven’t yet decided to sell,” she said. “Agents who stay attuned to the emotional and practical needs of buyers—whether it’s a family support network or a local dog park—are going to be the ones who succeed in this new landscape.”
