Gen Z faces trust, transparency and affordability gaps when considering homeownership

San Diego – April 15, 2026 – Nearly half of Gen Z homebuyers say they prefer in-person meetings with mortgage and real estate professionals over digital communication as they seek to overcome trust and affordability barriers to homeownership, according to new research from YouGov and Guild Mortgage.

The findings are part of a new national survey conducted in partnership between national mortgage lender Guild Mortgage and internationally recognized data analytics group YouGov, which examine how Generation Z consumers view homeownership, financial readiness and the mortgage process. 

The findings reveal a significant opportunity for the housing industry to better connect with and educate the next generation of homebuyers. While home prices remain the top barrier to homeownership for Gen Z, cited by 65 percent of respondents, an equally pressing challenge is the knowledge gap: 31 percent of Gen Z respondents identified not knowing where to start as a significant barrier to homeownership. Respondents, ages 18-29, pointed to in-person meetings as their top choice for communication with a real estate professional (48%), compared to email and other common communication channels. Expectations around transparency were also notable. Twenty-two percent of respondents cited fear of hidden fees as a significant concern when working with a lender. 

This points to a clear and actionable role for mortgage professionals and the broader industry to step in as trusted educators, explaining the homebuying process and helping Gen Z build the confidence they need to take their first steps toward homeownership.  

The results point to heightened expectations around clarity and openness throughout the homebuying process.  

“Gen Z isn’t just facing affordability challenges — they’re looking for trust, clarity and guidance. This is a moment for our industry to step up as educators and advisors and help the next generation feel confident navigating the path to homeownership,” said Adam O’Daniel, Senior Vice President and Chief Marketing Officer at Guild Mortgage. ”  

Additional notable findings  

Other key insights from the first Guild Mortgage Gen Z Homebuyer Insights survey include:  

• Friends and family are Gen Z’s most trusted source of homebuying advice, cited by 75 percent of respondents — ranking above all industry professionals and digital resources. 
• Gen Z prefers personal connection when working with lenders: 47 percent prefer in-person meetings as their top communication method, followed by email at 37 percent. 
• Nearly half of Gen Z respondents (48 percent) currently live with family in a multigenerational household, reflecting both economic pressures and shifting living norms. 
• Sixty-eight percent of Gen Z respondents say they would consider buying a home with a co-buyer or co-borrower, signaling a potential shift toward more collaborative paths to homeownership. 
• A majority of Gen Z lacks familiarity with products and affordability tools, with 67 percent unfamiliar with rate buydowns and 39 percent unaware of down payment assistance programs— highlighting a significant knowledge gap despite affordability concerns. 
• YouTube is the top platform where Gen Z spends time, and 65 percent of respondents say they prefer longer-form video content, reinforcing the need for video-first education strategies.  

Guild Mortgage plans to continue conducting the survey on a quarterly basis to monitor evolving sentiment and share research-based insights with the broader housing industry.  

Gen Z as Homebuyers  

Gen Z, broadly defined as those born between 1997 and 2012, represents one of the most significant emerging forces in the U.S. housing market. 

According to a January 2026 Redfin analysis, young adults aged 19 to 29 made up nearly one in five (18.5 percent) U.S. homebuyers in 2025, up from 14.4 percent the year before, while Gen Z’s overall homeownership rate climbed to 27.1 percent. 

Armed with financial awareness shaped by digital tools and resources that have made homebuying education more accessible than ever, this generation understands the cost of waiting and is finding ways to act, whether by targeting smaller homes, relocating to more affordable metros, or leveraging family support. 

As Gen Z ages into their peak earning years, their share of the homebuying market is poised to grow. For the housing industry, understanding and serving this generation isn’t just an opportunity; it’s a strategic imperative. 

About Guild Mortgage  

Guild Mortgage is one of the largest independent mortgage lenders in the United States, offering a full suite of mortgage products to help customers achieve the dream of homeownership. For more information, visit guildmortgage.com. 

About YouGov  

YouGov is an international research and data analytics group providing insight into consumer attitudes and behaviors across a wide range of industries and markets.