Research Outline

Home Loan Purchase Journey: Australia


To provide information on how Australian Millennials/first time home buyers feel at various stages of the purchase journey. This research would help inform a new business strategy.

Early Findings

In this initial research, we were able to provide robust findings for stage #1 of the Australian Millennials'/first time home buyers' purchase journey. Our research also touched stage #2 to some extent. However, we were not able to cover the stage #3 in this research.

Stage #1: Dreaming

  • Around 94% of Australian Millennials consider that homeownership is important to them and almost 58% of them are already saving up for the home loan deposit money. On the other hand, 57% claim that they are completely unaware of Lenders Mortgage Insurance (LMI).
  • About 31% of Aussie Millennials think that they would not qualify for a mortgage while more than half (58%) think that they can not afford the home loan deposit yet.
  • Out of the people who were aware of Lenders Mortgage Insurance (LMI), almost 23% were unaware that it could allow them to purchase a house with less than a 20% deposit.
  • Around 63% of Millennials in Australia live with their parents because they can nnot afford to buy a house. On the other hand, about 45% of Aussie Millennials consider interest rates as a big concern.
  • The factors that discourage an Australian to buy a house include having the deposit (47%) , getting a loan approved (45%), stamp duty (44%), the certainty of employment (43%), interest rates (38%) , and meeting repayments (37%).

Stage #2: Researching

  • The platforms/channels used by the prospective Australian home buyers to research about home loans include bank websites, search engine, real estate websites, visit/call banks, conversation with others, visit/call mortgage broker, comparison sites, mortgage broker websites, and talking to the real estate agent.
  • It was found in a survey that most consumers' minds are already made up before they reach out to anyone. Australian home loan buyers spend a lot of time researching to feel like an expert before they reach out to the financial providers.

Stage #3: In the market