Gen Z homebuyer insights

Guild Mortgage, in partnership with YouGov, launched the Gen Z Homebuyer Insights initiative to better understand how the next generation approaches homeownership, financial readiness, and the mortgage process.

For its Gen Z Homebuyer Insights study, Guild Mortgage partnered with YouGov to survey 1,182 U.S. adults ages 18–29 between December 2025 and January 2026, capturing a nationally representative sample of emerging homebuyers at varying stages of the journey. The research explores attitudes toward homeownership, financial readiness, trust in industry professionals and perceived barriers to entry, and also incorporates open-ended responses to better understand the “why” behind Gen Z’s perspectives. Together, the findings reveal a generation that is motivated to buy but often unsure where to begin. See the full methodology.

While many Gen Z respondents expressed a strong interest in homeownership, they also voiced concerns about affordability and, more notably, uncertainty around the homebuying process itself. At the same time, the findings highlight an opportunity for mortgage professionals and the broader housing industry to better meet this generation’s expectations through clearer communication, education, and transparency.

The survey offers a snapshot of how Gen Z is thinking about buying today. Breaking down who they trust, where they seek information and what’s holding them back from taking the first step. How do they evaluate lenders? What role does social and digital content play in their research process? And what would give them the confidence to move forward?

In this series, we’ll unpack the data and explore what it means for loan officers, real estate professionals and the future of the homebuying journey. From trust gaps to information overload, and from affordability pressures to the demand for step-by-step guidance, each story will take a deeper look at how to better connect with and support the next generation of homebuyers.

• First-time homebuyers aren’t just feeling priced out. They’re lost.
• Can you trust a mortgage lender? Here’s what Gen Z actually told us.