Millennial and Gen Z landlords now make up 60% of new buy-to-let investors in England and Wales. However, new analysis from Just Landlords reveals that many may be relying on social media for investment guidance, sparking concerns that they could be missing out on professional advice.
There are currently over 516,000 posts under #PropertyInvestment on TikTok, with interest in the topic up 170% in the past three years. Related hashtags such as #Landlord (412,000 posts) and #PassiveIncome (3.3 million posts) are also driving major engagement, with around 133,000 monthly searches for “property investment” and 22,000 for “property investment for beginners” on the app.
The FCA has warned that financial advice on social media can cause significant consumer harm if it is unclear, misleading, or made by unauthorised individuals. According to its new guidance, only firms or persons authorised by the FCA should give financial advice, with content being fair, clear and not misleading, so that consumers can make properly-informed decisions.
Steve Parker, managing director of Just Landlords, commented: “The enthusiasm and curiosity we’re seeing among younger landlords is fantastic, but it’s concerning that many are relying on social media for complex legal and financial advice.
“When it comes to things like compliance and protection, simple mistakes can be costly.
“The rise of young landlords reflects a wider cultural shift in how younger generations approach money, side hustles and investment. But while platforms like TikTok are brilliant for sparking financial curiosity, they can’t replace solid guidance from property professionals.
“Buying and managing a rental property is a serious financial commitment and getting it right early can make all the difference."
