Is Your Lead Funnel Ready for the Mid-2025 Property Surge?

Real Estate

Jun 9

As we hit the mid-point of 2025, the Australian property market is experiencing a new wave of change — one that’s creating both opportunity and competition for agents, buyers’ advocates, developers, and marketers alike. With interest rates dropping and buyer sentiment on the rise, we expect to see lead volumes grow significantly. But with stock levels remaining tight and legislative changes potentially shifting investment patterns, it’s not a straightforward story.

Here’s what we’re seeing in the market — and what it means for your lead generation strategy.

Interest Rates Are Falling — and Buyer Interest Is Building

After a sustained period of rate hikes to combat inflation, the Reserve Bank of Australia has now cut rates twice in 2025, bringing the cash rate down to 3.85%. More cuts are forecast before year’s end.

This move is already having a visible impact on buyer sentiment.

Consumer confidence is lifting. Borrowing capacity is expanding. And critically for those of us running paid media, more Australians are heading back into property search mode — especially first-home buyers, upgraders, and investors looking to re-enter the market before prices climb further.

What does this mean for lead generation?
Expect rising volumes — particularly for lower-to-mid price point properties in major metro areas and commuter belts. Your cost per lead may trend slightly down as more buyers hit search portals and engage with digital ads.

But Low Housing Supply Is Keeping Competition Fierce

Here’s the catch: while demand is increasing, supply is not.

Construction timelines remain delayed due to labour shortages and material costs. Developers are holding off new projects due to risk. And many would-be sellers are still sitting tight, waiting for better conditions — or a new home to buy themselves.

As a result, available property listings remain well below long-term averages. CoreLogic’s latest data shows new listings down 12% year-on-year in Sydney, 10% in Brisbane, and 15% in Adelaide.

This demand-supply imbalance is driving price growth again — and in some markets, creating bidding wars. For marketers, it means more clicks but not always more conversions. Buyers are engaged, but finding the right property is still tough.

Tip: You’ll want to qualify your leads more tightly during this period. Use automation, conditional logic, or quick filter questions to separate lookers from serious buyers.

Potential Impact from Labor’s Superannuation Changes

Another potential wildcard this year is the federal government’s proposed changes to superannuation.

From July 2025, super balances above $3 million will be taxed at a higher rate — 30% instead of the current 15%. This move has been positioned as a fairness measure, but it’s causing high-net-worth individuals to reconsider where they park their wealth.

Property is emerging as a likely alternative.

Commercial property, blue-chip residential investments, and SMSFs with diversified property holdings are all seeing renewed interest. If passed as planned, this change could trigger a sell-down of some existing super fund assets — releasing stock into the market — while also pushing cashed-up investors toward property portfolios outside of super.

For your lead pipeline, this could mean:

More investors looking for off-market or development-ready opportunities
A rise in cash buyers or pre-approved purchasers seeking high-quality stock
Increased demand for investment advice, buyer advocacy, and property management

Now is the time to position yourself with authority in the investment space.

What We Expect to See in Lead Volumes

Pulling these factors together, here’s our take on how the rest of 2025 will play out:

1. More Volume from Buyers, Especially Online

Expect digital interest to increase — especially across Meta and Google search — as rate cuts restore confidence. Buyers will re-engage, especially in the $700k–$1.5M bracket. Now is the time to double down on performance campaigns and ensure you’re visible where high-intent searchers are active.

2. Lead Quality Will Vary Based on Market Segment

While first-home buyers will become more active, low stock and rising prices could limit their options. Investors, on the other hand, will likely become more aggressive — but may require more nurturing and education to convert. Tailor your messaging and lead magnets accordingly.

3. Stock Constraints May Limit Transactions, Not Enquiries

Be prepared for an influx of leads without a matching increase in sales. Buyers are active, but they may stay in-market longer, searching for the right deal. This puts pressure on nurture sequences and CRM systems to keep leads warm over time.

4. Lead Costs May Stay Steady or Slightly Decrease

With increased search interest and less competition from cautious advertisers, we expect cost-per-lead (CPL) to trend downward or stay stable. But ROI will still come down to conversion — and that means strong follow-up systems and value-based communication.

How to Make the Most of This Window

The second half of 2025 offers a unique window of opportunity. Here’s how to prepare your lead generation strategy:

✅ Tighten Your Funnels

Use custom landing pages with clear CTAs and qualifying questions
Segment leads early to tailor your follow-up flow
Consider multiple offers (e.g. property guides, appraisals, investment checklists) for different audience types

✅ Retarget Consistently

With longer buyer journeys, retargeting will be key
Build warm audiences across Meta and Google
Run mid-funnel content (e.g. testimonials, results, webinars) to build trust

✅ Leverage Market Insights

Share real-time data on supply, rates, and price growth
Buyers want credible, helpful advice — not sales fluff
Use blogs, videos, or emails to position yourself as the market expert

✅ Automate and Scale

If lead volumes jump, your systems need to scale
Use automated email flows, SMS follow-ups, and CRM pipelines to handle leads at volume
Don’t rely on manual processes to convert warm traffic

Final Thoughts

2025 is shaping up to be a turning point in the property market. With rate cuts rolling in, investor sentiment shifting, and supply still constrained, buyer demand is rising fast — but so is competition.

If you’re running a property business, now is the time to lean into digital marketing and build a consistent, automated lead pipeline that doesn’t just bring in clicks — it brings in clients.