How social media is shaping the future for first time buyers
Buying a house looks completely different now to how it did 20, even 10 years ago.
While there are a number of reasons for this, one such factor that has had a huge impact is social media.
New data from Mojo Mortgages reveals that 45% of UK first-time buyers feel under pressure from social media during their home buying journey.
Not only that, but a whopping 75% experience home envy from social media, prompting immediate market research and property app deep-dives.
It’s not a surprise, with social media and digital discoveries dominating so much of the sector now.
Where once one would browse estate agent windows for a new property, property sites like RightMove and Zoopla are now a regular scrolling area for millenial, gen z and gen x buyers and renters.
Not only that, but Instagram and TikTok offer unprecedented access to property inspiration – introducing a new psychological dynamic to the home buying process.
Digital window shopping
Rather than just passive scrolling, social media has turned property browsing into an aspirational weekly, and for many, daily activity.
The Mojo Mortgage first-time buyer survey 2026 actually found that 52% of first-time buyers use property browsing as a form of digital window shopping to explore dream properties at least once a week, rising to 58% amongst 25-34 year olds alone.
The research also showed that seeing peers or influencers celebrate home-buying milestones created ‘house envy’ for 75% of respondents.
Acting as a powerful catalyst for immediate browsing and market research for their own properties, with 46% confirming this to be the case.
Half of all respondents admitted to using social media as a springboard to investigate the actual value or price of a home they spot on their feed.
With women being particularly proactive researchers, 19% in fact – compared to 14% of men.
This high financial awareness actually extends to the broader economic landscape, with 47% of buyers regularly re-calculating their mortgage affordability based on latest news updates.
From newsfeed to front door for first time buyers
While 78% of buyers admit to comparing their actual budget to the ‘perfect’ homes showcased online, experts suggest this enthusiasm can be channelled positively.
Kayleigh Jackson, mortgage sales manager at Mojo Mortgages adds: “Social media is a fantastic tool for inspiration, design ideas, and celebrating major life milestones.
“However, it creates a highly curated gallery that rarely reflects the compromise, grit, and financial realities it takes to get onto the property ladder.
“It’s completely natural to experience ‘house envy’ when looking at flawless home tours, but it’s important to remember that every buyer’s starting line is different, and many have unseen financial help behind the scenes.
“Instead of letting comparison dishearten you, use that digital energy as fuel.
“A mortgage advisor can take those aspirations and ground them in reality, looking at your specific financial situation to show you exactly what is achievable, safe, and genuinely affordable for you.
“You can absolutely achieve your property goals, independent of what an influencer is doing.”
How to realistically prepare for your first home
Kayleigh adds: “There is no need to compare your journey to others or to feel discouraged.
“Buying your first home should be an exciting milestone – social media rarely shows the years of sacrifice it took to get there, or any financial assistance received behind the scenes.
1. Filter out the noise
It’s easy to scroll through Instagram or TikTok and feel inadequate when you see peers buying pristine, new properties.
However, just like with anything, social media is a curated highlights reel.
“Many buyers have unseen advantages, such as gifted deposits or help behind the scenes.
“f you need to, mute or unfollow accounts that put you in a negative headspace.
2. Run your own race
Focus entirely on your own financial health, your budget and what is sustainable for your future.
This could be running the numbers to see what you can afford or how long it’ll take to reach your house deposit goal.
It could also mean setting a filter when on property portals so you don’t look at homes beyond your means – we’ve all been there, but it almost always leads to heartbreak.
It can also stop you from appreciating a great buy that is within your means.
3. Define your must-haves vs nice-to-haves
Your first home doesn’t need to be your forever home.
Keep expectations realistic – split your property wish list into non-negotiables – like location or volume of bedrooms.
Alongside bonus features, like a modern kitchen or updated bathroom, and this will help you to sift through.
Being willing to compromise on cosmetic details will allow you to get a foot on the property ladder much quicker than if you’re too specific about what you want.
4. Factor in the upfront costs
When preparing your budget, remember that saving for a deposit is only half the battle.
You need to make sure you have a realistic buffer for the costs that the social media posts your browsing will conveniently not mention.
For example, you need extra savings set aside to cover survey fees, solicitor costs, mortgage broker fees, moving vans and initial building insurance, to name just a few.
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