2026
9
US Home Purchasing Consumer Report 2026
2026-05-22T14:01:01+00:00
REP2B04E4D5_E4AF_43B9_84E4_D5E4AF73B949
3695
193596
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Report
en_GB
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

Amr Hamdi, Senior Analyst - Financial Services

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  1. 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
  2. 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
  3. 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
  4. INNOVATION AND MARKETING

    • Better Mortgage leverages AI to streamline complexity without losing the human touch
    • Emotional motivation sustains buyer engagement amid rate uncertainty
    • 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
  5. 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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