New data from Mojo Mortgages reveals 45% of UK first-time buyers feel under pressure from social media during their home buying journey.

The Mojo Mortgages First-Time Buyer Sentiment Survey 2026, polled 1,000 active and recent first-time buyers across the UK.

The digital mortgage broker said while platforms like Instagram and TikTok offer unprecedented access to property inspiration, they are also introducing a new psychological dynamic to the buying process.

It findings show three-quarters (75%) experience ‘house envy’ from social media, prompting immediate market research and property app deep-dives.

While over 45% of UK first-time-buyers state they always or often experience pressure or influence from social media while navigating the market.

The rise of digital window shopping

However, this digital connection is also fuelling a massive appetite for property research and market awareness, the broker said.

The survey 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% among 25-34 year-olds.

While 46% of first-time buyers actively log directly onto property apps immediately after seeing someone else’s ‘we got the keys’ post.

What’s more, half of all respondents (50%) use social media as a springboard to investigate the actual value or price of a home they spot on their feed.

Women are particularly proactive researchers, the research found, with 19% always looking up the value of a home seen on social media, compared to 14% of men.

This high financial awareness extends to the broader economic landscape too, with 47% of buyers regularly re-calculating their monthly mortgage affordability based on the latest news cycle.

From feed to front door

While 78% of buyers admit to comparing their actual budget to the ‘perfect’ homes showcased online, Mojo said this digital enthusiasm can be channelled positively.

Kayleigh Jackson, mortgage sales manager at Mojo Mortgages, comments: “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.”

Jackson said brokers have an important role in helping clients separate social media aspirations from reality by focusing on what is achievable, safe and affordable based on their individual financial circumstances.

She added that helping clients understand what they can realistically afford can give them the confidence to pursue their own property goals, rather than comparing themselves with influencers or other buyers online.