Explaining 4 Key Drivers of the Property Market: Edition 2 – Population & Demographics When it comes to the property market, there’s a lot more making it tick than meets the eye. We’re building a series on four key drivers that can affect the property market – either pushing prices up or down. Driver one is population and demographics. Read more to find out how this macroeconomic influence alters property values. Defining population and demographics Population refers to the number of people living in a place, for example, the population of Perth.