The surge of buyer’s agents: Why more Australians are using them

In a market where speed, knowledge and strategy can mean the difference between winning or missing out on a property, the rise of buyer's agents in Australia has become more than just a trend. It’s a shift in how people approach property purchasing.

Once a niche profession, the buyer's agent is becoming a central role in how Australians buy property. And in competitive, fast-moving markets like parts of Queensland, their influence is growing by the day.

It is not about replacing the traditional real estate agent. It is about creating balance and ensuring that every buyer, no matter their background or experience, has the right representation.

Why Buyers Agents Are On the Rise

A buyer's agent acts solely for the buyer, sourcing, evaluating and negotiating property on their behalf. This differs from traditional real estate agents, who are legally and ethically bound to act in the seller’s best interest as it is the seller who employs them.

Over the past decade, several forces have pushed more buyers toward dedicated representation:

• Market Complexity: Property has become more competitive and nuanced, particularly in Queensland’s lifestyle and investment hotspots. Many buyers simply don’t have the time or expertise to keep up.
• Demand for Due Diligence: Clients expect professional-grade research, analysis and advice before making major purchasing decisions.
• Interstate and Time-Poor Buyers: With so many people relocating or investing from afar, outsourcing the process to a trusted local advocate is no longer a luxury.
• The Investment Mindset: As property becomes a key wealth-building strategy for many Australians, buyers are looking for professionals who can offer insights and expertise, not just access.

The number of buyer's agents in Australia has increased significantly in the past five years, with many operating in metropolitan centres and coastal lifestyle regions throughout Queensland.

From Industry Outsiders to Trusted Professionals

A generation ago, most buyers didn’t realise they could have a buyer's agent acting for them. Today, buyer's agents are being recognised in a similar way mortgage brokers and financial planners are, as specialists helping their clients to navigate increasingly complex decisions.

This evolution is not just about convenience. It’s about strategy, protection and better outcomes.

A 2023 PIPA (Property Investment Professionals of Australia) survey showed that 40 per cent of buyers had considered using a buyer's agent, up from just 10% a decade ago. And with more clients seeking tailored guidance, the profession is earning its place as a trusted player in the broader real estate landscape.

A Growing Trend, and a Growing Concern

With increased visibility has come a surge of new operators entering the space, and not all are created equal. The rising demand for buyer advocacy has attracted a wave of single operators drawn in by promises of high earning potential, part-time work-from-home lifestyles and quick success. Many undertake short online courses that offer minimal training but carry a high price tag, and some have either minimal or no prior experience in real estate or professional services.

Scrolling through listings on realestate.com.au or having completed a personal renovation may provide some exposure, but that alone does not qualify someone to provide sound strategic, advice to paying clients. As an industry, we must be cautious about this trend and continue to advocate for proper training, regulation and consumer education to protect buyers from underqualified representation when it comes to purchasing an asset with such high value such as a property.

The Importance of Professional Standards

With this growth comes responsibility. The industry must continue to promote transparency, ethical practice and professional standards.

That’s where associations like the REIQ, PIPA (Property Investment Professionals of Australia) and REBAA (Real Estate Buyers Agents Association of Australia) play a critical role. These bodies advocate best practice and help consumers identify buyer's agents who are properly qualified, experienced and operate with integrity.

I see firsthand the positive impact structured training, industry standards and continued professional development has on the quality of buyers agents in our industry.

The REIQ’s buyer's agent training pathway is a welcome initiative. It helps to formalise education, raise standards and support ethical buyer advocacy in Queensland. It is a significant step forward for an evolving profession, and one that helps ensure consistency and trust across the industry.

Looking Ahead

The future of buyer advocacy is strong. As more Australians realise the value of having someone in their corner, particularly when it involves high-stakes, emotionally charged property decisions. Buyer's agents will continue to fill a vital gap.

Whether it's guiding a high end luxury buyer, a first-home buyer or helping a seasoned investor identify and negotiate the right opportunities to support their long-term strategy, the role of the buyers agent is here to stay.

Jason Baron is a buyer's agent and director of The Property Baron. His business is REIQ Accredited and he is a REBAA Member and PIPA Accredited Advisor.

Read more from the REIQ: Selling off-market: Seller disclosure obligations.

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