A closer look at buyer behaviour and marketing efficiency in Queensland’s new housing market.
South East Queensland’s housing market continues to demonstrate strong demand, driven by confident, well-prepared buyers and sustained enquiry momentum. The *SEQ Market Update – Q3 2025* by OpenLot.com.au uncovers how affordability, readiness, and response rates are shaping the next phase of market growth.
Unique Audience Trends
Queensland’s property interest remains high, with traffic rebounding after a brief mid-year lull. In June 2025, OpenLot recorded 133,470 unique users – the highest figure in over a year. This lift coincided with the late May interest rate cut and end-of-financial-year momentum, indicating renewed buyer confidence heading into the second half of the year.
Enquiry Trends
Enquiry volumes across Queensland remained well above the 12-month average, reaching record highs through Q3. Lower interest rates, tighter supply, and the expanded First Home Buyer scheme – with higher price caps commencing October 2025 – contributed to heightened engagement across growth areas.
Buyer Types
First-home buyers continued to dominate enquiries, accounting for 45% of submissions. Owner-occupiers followed at 41%, while investors represented 15%. This balance underscores a market underpinned by genuine residential demand rather than speculative activity.
Financial Readiness
Queensland’s buyers remain financially prepared to act. Nearly half (49%) were deposit-ready, and a further 21% already had loan pre-approval. Eleven per cent were still saving a deposit, 10% needed to sell an existing property, and 9% were seeking pre-approval.
The data also shows 68% of buyers were deposit-ready, 65% held both deposit and pre-approval, and 59% were deposit-ready while seeking pre-approval – a clear sign of heightened purchasing intent.
Timeframe to Purchase
Most Queensland buyers plan to purchase within six months. The majority – 34% – expect to buy within one to three months, while 27% intend to purchase in three to six months. Only 7% plan to wait more than a year, showing strong short-term activity compared with 2024.
Product Demand
Detached living continues to define Queensland’s housing profile. In Q3 2025, 52% of buyers enquired about house and land packages, 41% preferred land-only, 4% sought townhouses, and 3% showed interest in home designs. These proportions reinforce the state’s ongoing preference for low-density, lifestyle-driven living.
Enquiry Insights
Engagement remained strong, with paid campaigns performing significantly better than standard listings. Paid placements generated three to four times more enquiries and achieved an average of 2.61 enquiries per user during Q3 2025.
Buyer Callback Preference
Most buyers prefer immediate contact. Sixty per cent wanted to be called as soon as possible, while 19% preferred afternoon callbacks, 14% opted for evening contact, and 7% preferred morning calls. Quick response times remain essential for converting interest into active leads.
Lead Maximiser Insights
During Q3 2025, the Lead Maximiser team contacted 590 leads, successfully reaching 283 buyers – a 48% connection rate. Fifty-three buyers purchased a property, while 17 bought established homes. However, 31% of leads reported they had not received a response from a sales agent, suggesting continued opportunity to strengthen follow-up processes.
Buyer Survey
The buyer survey identified three main purchase barriers: rising land and build prices, limited titled land and construction delays, and stricter finance approvals. Over 60% of Queensland buyers purchased within 30 kilometres of their existing location, showing strong local loyalty and lifestyle attachment. Owner-occupiers and investors favoured new homes, while first-home buyers split interest between new and established properties.
Most Popular Enquiry Times
Weekday activity remains dominant, with Tuesday identified as the peak day for engagement. The most active enquiry period occurred between 1pm and 4pm, signalling that early-afternoon responsiveness can significantly improve contact rates and conversions.
Average Cost Per Lead (CPL)
Marketing efficiency across Queensland remains robust. In Q3 2025, average cost per lead ranged from $63 to $112 depending on region. Sunshine Coast recorded the lowest CPL at $63, followed by Hervey Bay at $70, Townsville at $76, and Gold Coast at $95. Greater Brisbane remained competitive but higher at $102.
South East Queensland’s housing market enters the final quarter of 2025 with clear momentum. High enquiry levels, short purchase horizons, and well-prepared buyers continue to position the region as one of Australia’s most active new-home markets. For developers and agents, the data reinforces the importance of quick response, strategic targeting, and an emphasis on the lifestyle and affordability advantages driving Queensland’s growth.
