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 results revealed that first-home buyers are consuming increasingly sophisticated property content, ranging from loan structures to long-term investment strategies. Unlike traditional marketing, which has often leaned on lifestyle aspiration and glossy imagery, TikTok content consumed by first-home buyers prioritises education and practicality. Geographic specificity is also playing a role in shaping their property research.