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Report
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Elevated mortgage rates and constrained supply continue to reshape how buyers engage with the housing market, extending purchase timelines and reinforcing a more cautious, planning‑led approach. Rather than moving quickly,…
US
Mortgage and Loans
simple
US Home Purchasing Consumer Report 2026
"Today’s housing market is defined by delayed action, constrained mobility, and longer paths to purchase."
Amr Hamdi, Senior Analyst - Financial Services
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EXECUTIVE SUMMARY
What you need to know
Outlook for Home Purchasing – US
Opportunities
Win relocating buyers by bundling moving support into the home‑buying journey
Graph 1: motives behind home purchase, 2026
Young, solo homebuyers create demand for deeper support
Graph 2: involvement in home purchase process, by generation, 2026
Become indispensable partners for parents during the purchase journey
Graph 3: sources used during home purchase search, by parental status, 2026
THE MARKET
Elevated mortgage rates shift lender competition
Graph 4: 30-year fixed mortgage rate, 2021-26
The affordability gap is redefining entry‑level homeownership
Scarcity in the resale market is slowing movement and prolonging decision cycles
Graph 5: months’ supply, 2025-26
THE CONSUMER
Where near-term purchase intent is most actionable
Target parents with a path to purchase that supports the balance between financial and family needs
Habitat for Humanity frames home ownership as stability families can rely on
Housing transitions can serve as timely acquisition points for lenders
Graph 6: home purchasing plans in the next three years, by housing situation, 2026
Near-term purchase intent doesn’t scale with income level
Graph 7: home purchasing plans in the next three years, by household income, 2026
Appealing to first-time home buyers
First-time homebuyers’ price sensitivity elevates the value of bundling P&C coverage
Graph 8: first-time homeowners over time, 2023 and 2026
Frame home purchases as a wealth strategy to resonate with experienced buyers
Graph 9: first-time homeowners, by generation, 2026
How buyer decision dynamics shape the path to ownership
Ownership tenure shapes how buyers navigate home purchase decisions
Graph 10: involvement in home purchase process, by time of move into current home, 2026
Tailor engagement to shared versus independent buyer journeys
Graph 11: sources used during home search, by involvement in home purchase process, 2026
Reach multicultural buyers through social‑driven confidence building
Graph 12: involvement in home purchase, by race and ethnicity, 2026
The homebuyer discovery journey
Referral rewards can drive personalized recommendations
Leverage trusted networks to influence homebuying decisions
Gen Z is bypassing traditional gatekeepers
Graph 13: sources used during home purchase search, by generation, 2026
Social media is a core source of information for younger home buyers
Appealing to homebuyers through family and lifestyle needs
Target Millennial parents with family‑led messaging around space and comfort
Graph 14: motives behind home purchase, by generation, 2026
Quality-of-life messaging will resonate with Boomers relocating for a lifestyle change
Appealing to older buyers through lifestyle‑led home search priorities
Digital and AI tools as confidence‑builders in home purchase decisions
AI is an accepted layer in the homebuying process, establishing clearer expectations moving forward
Graph 15: usage of digital solutions during home search, by generation, 2026
Digital tools are becoming a viable gateway to home purchase decisions
The digital experience should be an enabler of emotional confidence, not a replacement for it
Graph 16: “very important” for where they call home, 2025
INNOVATION AND MARKETING
Better Mortgage leverages AI to streamline complexity without losing the human touch
Leveraging agent relationships keeps lenders top‑of‑mind at purchase
Educational guidance helps lenders stay relevant earlier in the homebuying journey
Supporting the rent‑to‑own transition will establish sustained value over time
APPENDIX
The consumer
Consumer research questions
Consumer research methodology – US
US generation groups
Abbreviations
Elevated mortgage rates and constrained supply continue to reshape how buyers engage with the housing market, extending purchase timelines and reinforcing a more cautious, planning‑led approach. Rather than moving quickly, many prospective buyers are delaying decisions, reassessing timing, or engaging selectively as opportunities arise.
These conditions have broader economic implications. Slower housing turnover limits relocation flexibility, dampens job mobility, and delays household formation, while also tempering demand across categories tied to moving and home purchase. As a result, the market is becoming less transaction‑driven and more defined by extended, staggered entry.
For lenders, the current climate reduces the effectiveness of rate‑led competition and increases the importance of flexibility and sustained engagement. Supporting buyers through longer decision cycles via proactive guidance and flexible payment-reducing structures become even more critical as immediacy gives way to deliberation.
The longer‑term risk remains structural: without meaningful improvements in housing supply through new construction or policy intervention, current constraints are likely to persist – limiting mobility and participation while weakening homeownership’s role as a core pathway to financial stability and wealth creation.
This Report Looks at the Following Areas:
Elevated mortgage rates and constrained housing supply are extending purchase timelines and reshaping buyer engagement
Home prices continue to outpace income growth, stretching the path to ownership and driving longer, more fragmented journeys
Purchase intent remains uneven, reflecting affordability barriers among lower earners and delayed action among higher‑income households
Parents concentrate near‑term housing demand, while solo and first‑time buyers require deeper guidance and decision support
Discovery and decision‑making are shifting earlier and increasingly digital, reducing reliance on traditional gatekeepers
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