14 April 2026
Buyers are increasingly choosing where to buy property based on recommendations from friends and family, according to new data.
Figures from Stockland’s refer-a-friend program in FY2026 show that almost one in five buyers in Stockland’s Queensland masterplanned communities say a personal recommendation influenced their decision to purchase.[1]
Stockland Senior Development Manager, Rachel Dunstan said the trend is particularly evident at Stockland’s Yarrabilba community in Logan, where buyers are increasingly choosing to build close to friends, siblings, parents and extended family.
“Buying a home is one of the biggest decisions people make, particularly for first home buyers, so it’s natural they turn to people they trust when choosing where to live,” Ms Dunstan said.
“At Yarrabilba, we’re seeing many of those recommendations come from people already living in the community – siblings, parents or friends who love where they live and encourage others to join them.
“In some cases, homeowners are even referring several people within their network, from friends relocating from overseas, to adult children choosing to build nearby, or siblings looking to enter the market.”
One such referral came from Arlene Mlasi, a repeat buyer at Yarrabilba, whose decision to purchase again encouraged her sister Mwajuma to buy land nearby and build her first home.
“Having already lived at Yarrabilba, I knew the lifestyle and the sense of community it offers, and I was excited to share that with my sister,” Ms Mlasi said.
“Being able to build close to each other makes it feel like we’re putting down roots and building a future together, not just buying property.”
For Mwajuma, purchasing at Yarrabilba represents an important step into home ownership while staying close to family.
“I’d been renting until now, but I really wanted to live closer to my sister and have a place to call my own, and Yarrabilba made that possible,” Mwajuma said.
“As a first home buyer, it’s a big decision, and knowing my sister had already had such a positive experience here gave me the confidence to take that step.”
Property economist Cameron Kusher said personal recommendations are becoming increasingly influential as buyers navigate a more complex and expensive housing market.
“Buyers are grappling with affordability pressures and a huge volume of information, which can make it difficult to determine what’s relevant, reliable or even which areas to consider,” Mr Kusher said.
“A recommendation from someone you trust can cut through that noise and help simplify the decision‑making process.
“This influence is particularly strong for first home buyers, as this is often the largest financial decision they will ever make, creating a natural tendency to lean on people who have already been through the process.
“Those personal networks help build confidence and reduce uncertainty, which is critical when making such a significant purchase.”
Mr Kusher said word-of-mouth also plays an important role as communities mature.
“Once a community reaches a certain level of scale and stability, people can see how it actually functions day to day – from amenities and infrastructure to schools and social connections,” Mr Kusher said.
“That lived experience is what fuels word‑of‑mouth, creating a natural network effect where friends and family feel more comfortable choosing to buy nearby.”
“Ultimately, while data and research are still important, the most influential recommendations are often coming from people buyers already know and trust.”
Stockland’s refer-a-friend program encourages existing homeowners to introduce friends and family to the community, with both parties eligible to receive a $500 Visa Gift Card when a referral goes on to purchase and settle, for terms and conditions visit: www.stockland.com.au/residential/refer-a-friend Stockland’s Yarrabilba masterplanned community continues to deliver new land releases, with land lots from $421,900. For more information, visit: https://www.stockland.com.au/residential/qld/yarrabilba
[1] Source: Stockland refer-a-friend program data, FY2026. Figures reflect recorded referrals and do not include informal recommendations through friends and family.
About Yarrabilba
Located just 45 kilometres from Brisbane and 55 minutes to the Gold Coast, Yarrabilba is already home to more than 15,000 residents. With over 25 per cent green space, the community offers a rich lifestyle featuring more than 24 parks, 9 education and learning facilities, sporting hubs, healthcare and a thriving local community. Yarrabilba is targeting approximately 13,000 full time jobs over the life of the project. Once complete, the community will be home to more than 45,000 residents across 17,000+ dwellings.
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