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Buyers’ keywords reveal what sells this spring
Buyers’ changing priorities in design, lifestyle, and affordability are shaping demand, providing sellers with insight into positioning their listings and attracting the right audience.
A new report from Domain has revealed the top keywords buyers searched across the capital cities, showing a shift in buyer behaviour.
The data highlighted that buyers nationwide had a mix of design preferences, affordability trade-offs, lifestyle priorities, and flexible living arrangements, as well as some surprising searches, including granny flats, sheds, and Art Deco.
Domain’s head of research and economics, Dr Nicola Powell, said it has become essential to understand and have listings that target the searched keywords this spring.
“Having the right keywords is absolutely paramount, it could either open or expand their buyer pool,” Powell told SPI.
Across the country, data showed that granny flats are having a moment, showcasing buyers’ desire for multigenerational living or additional rental income.
“Granny flat” was the most searched term in Sydney, with a 3.1 per cent increase, dethroning “pool”, which, according to Powell, was unexpected.
“Now, this is very surprising because every time I’ve ever looked at this dataset, Sydney, the word pool is always front and centre, and now granny flat is the number one search term,” Powell said.
“It says a lot about generational demographic shifts and more of us multigenerational living.
“But I also think this underlies policy and planning changes that we’ve seen across many states and councils, where they have eased secondary dwelling approvals, which makes adding a granny flat, actually a mainstream housing option.”
Domain’s data showed that granny flats were also a sought-after asset in Perth, marking a 59.8 per cent increase in search, and in Adelaide, a 24.4 per cent increase, where demand pushed the term into the top 10 most-searched keywords.
Powell said that, in addition to opening a larger buyer pool, understanding buyers’ keywords can also help evaluate homes more accurately.
“I do think the pricing valuation is an interesting one. If you’re adding a granny flat, what does that do to the valuation of your home?” There will be a premium on properties that do have a granny flat,” she said.
Powell said that across the different capital cities, buyers’ searches showed they had different priorities in mind.
While Sydneysiders sought flexible living opportunities, Melbournians have been looking for architectural character.
Data showed that “Art Deco” was the top search term, while “heritage” jumped from 12th to fourth position, highlighting rising interest in period architecture and unique design.
Similarly, industrial design remained strong, with “warehouse” consistently near the top of search rankings.
Powell said that buyers in Melbourne have taken advantage of the slow city recovery to buy their “dream home”.
She said that in Melbourne, the premium end of the market is leading price recovery, with buyers drawn to value, meaning opportunities in suburbs that haven’t seen extreme price growth.
“Supported by lower cash rates, buyers are increasingly snapping up heritage homes, with area character and heritage driving demand in the inner core,” she said.
“Buyers want to make their dream purchase, to make their move to the right home, and are [homing] in on those prestigious locations.”
Across the remaining capital cities, Brisbane buyers have been focusing on sheds, with inner-city properties also gaining popularity.
In Perth, sheds remained popular, while interest in granny flats has surged to the number two spot.
In Adelaide, stamp duty has become a key search, reflecting buyers’ interest in exemptions or incentives.
Powell said the data revealed that buyers’ interests vary nationwide, which sellers can capitalise on.
“I think when you have a look at the different capital cities, there are nuances between them, which means that buyers are heading into different capital cities with different priorities in mind,” she said.
