Methodology for Guild Mortgage’s Gen Z homebuyer research: Understanding the next generation of buyers
Research explores perceptions, barriers and trust among emerging homebuyers
Purpose and scope
The Gen Z Homebuyer Research study, conducted by YouGov and lead by Guild Mortgage, was designed to better understand how Generation Z consumers perceive homeownership, financial readiness and the mortgage process. The research explores key themes including trust in industry professionals, perceived barriers to entry and the role of education in shaping buyer confidence.
Administration
The study was conducted via an online survey administered through YouGov’s panel between December 9 and January 9. Panel members received email invitations to participate, and the survey was designed to be completed in approximately 10–12 minutes. All responses were collected in English and limited to individuals residing in the United States.
Participant criteria and sampling
Respondents were recruited from YouGov’s opt-in online panel, where members have agreed to participate in survey research. The sample was structured to provide a representative cross-section of the U.S. population within the defined target group.
To qualify, respondents were required to:
- Be members of Generation Z (ages 18–29) Reside in the United States
This yielded a total sample size of n=1,182 individuals, broken down into two primary subgroups:
- 1,032 national respondents 150 respondents boost in the following MSAs: Phoenix, Dallas/Fort-Worth, Boston, Atlanta, and San Diego
Data was weighted to align with U.S. population benchmarks, ensuring results are representative of the target population.
Demographic composition
The resulting sample reflects a diverse cross-section of Gen Z across key demographic and socioeconomic factors:
- Age distribution: Evenly split across ages 18–21, 22–25 and 26–29
- Gender: 51% male and 49% female
- Region: South (36%), West (29%), Northeast (20%) and Midwest (16%)
- Education: 33% high school graduates, 32% some college, 19% bachelor’s degree and 7% postgraduate education
- Marital status: 82% never married, 11% married
In addition, respondents represent a wide range of financial and lifestyle circumstances:
- Employment varies from full-time workers (29%) and students (28%) to part-time workers (19%) and unemployed individuals (11%)
- Living environments include urban (43%), suburban (35%), town (12%) and rural (8%) areas
- Household incomes span a broad range, with representation across lower-, middle- and higher-income brackets
These characteristics provide important context for interpreting attitudes toward affordability, trust and overall confidence in the homebuying process, particularly among first-time buyers navigating early financial decision-making.