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Compounding barriers to home ownership for Gen Z

How builders can reduce barriers to entry for society’s youngest potential homebuyers and why the industry should make changes today

In brief
  • Decades-high interest rates and lack of affordable housing stock present barriers to homeownership for Gen Z.
  • Affordability aside, innovation in the homebuilding sector will be key in attracting the next cohort of first-time homebuyers.

With decade-high interest rates, the homebuilding industry faces an additional hurdle in capturing Gen Z consumers. Innovation in the homebuilding sector will be key to attracting the next cohort of first-time homebuyers.

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Gen Z represent less than 20% of the US population today, but what they lack in numbers, they make up for in influence – and in a big way. Through ever-shifting digital platforms, outlets and apps, they are transforming society from their phones – largely due to an unprecedented, innate facility with technology.

 

Gen Z, the generation born between 1997 and 2007, are in the early innings of their working years. But as the elder members of Gen Z consider how – or if – homeownership fits into their future vision, they carry considerable influence in how the housing market evolves in a world shaped now more than ever by technology.

 

The housing market has traditionally been a bellwether of US economic health, and a long-established means to wealth creation. This is understood by Gen Z, as over half of Gen Z report that they are currently saving for their first home.1 But even those in the market face elevated interest rates, a high cost of living and a low housing supply. Gen Z represents just 4% of homebuyers today2 and may not follow the traditional path of generations before them.

 

As homeownership companies – including homebuilders and lenders – shift the focus to the next generation of buyers, they must innovate their approach to appeal to Gen Z: inherent challengers of the status quo whose desires and expectations are vastly different from those of the generations prior.

 

If homeownership is their goal, Gen Z want it on their own terms. With challenging housing market conditions, the industry should evolve to meet the expectations of this new generation of customers. Gen Z will require the homeownership industry to adapt to meet their most intrinsic needs: transparency and authenticity, ease and intuitiveness, and pragmatism.

 

The DNA of Gen Z

 

Before digging deeper into how Gen Z might influence the housing market, it’s critical to understand how their environment has shaped their view of the world.

 

While all generations have been influenced by technology, Gen Z are the first for whom technology has been fully immersed in all parts of their lives – homes, education and workplaces – since birth. For these digital natives, seamless, intuitive experiences backed by technology are as natural and expected as indoor plumbing and electricity.

 

In tandem, they also have a keen skepticism that recognizes everything shared – online or in person – isn’t always true. In fact, two-thirds of Gen Z believe that most people can’t be trusted, and they especially have difficulty putting trust in large organizations. Access to technology has given Gen Z a front-row seat to study a highly polarized world, particularly on the backdrop of global crises that have occurred since their early years. Within their short lifetimes, Gen Z have had immediate, unfiltered access to economic recessions, acts of terrorism, corporate scandals, mass shootings, extreme weather events, extreme political discord and a global pandemic. And divisions over these topics have only fueled their inherent skepticism, which they are carrying into adulthood.

 

Three pivotal traits of Gen Z

Early life experiences and access to technology have all contributed to certain traits that have come to define Gen Z. Homebuilders and lenders will need to consider these traits to market to this new generation of homebuyers:

As they begin to grow their share of voice in society across workplaces and markets, Gen Z’s core expectations are already causing large shifts across industries and societal norms, including the housing market.

While Gen Z value the stability and investment opportunity homeownership can provide, they are also very conscientious of affordability challenges, availability of financing and the potential risks of investment. Many Gen Z witnessed family and friends lose their homes in the Great Recession. Given their expectations of industries and companies, we can expect Gen Z to challenge the current norms of the residential real estate market. We can assume Gen Z will see an opportunity to use their influence to drive change in the way homes are built, marketed and sold – which will impact not just Gen Z, but all homebuyers.

Affordability in the housing market a key barrier to entry for Gen Z

Current dynamics in the residential housing market serve as a roadblock to homeownership. A lack of affordable housing in the US is exacerbated by elevated mortgage rates, which surpassed 7% in April 2024.3 Homebuilders have responded to these market dynamics by offering mortgage incentives and reducing the overall footprint of their homes to maintain demand by mitigating affordability challenges. However, while demand for housing remains high, affordability is a key concern, and the high costs of a down payment and a monthly mortgage payment can be a key deterrent among prospective buyers.

Nearly 40% of Gen Z report uncertainty about being able to afford a home as one of their top financial worries, and with legitimate concern. Overall, despite an underlying desire for homeownership, Gen Z’s recognition of the financial hurdles and risks involved in buying and maintaining a home is creating a nontraditional perspective of homeownership as a long-term, sometimes nonlinear, aspiration in a more financially comfortable life stage vs. a near-term stepping-stone as we have witnessed in past generations.

Gen Z understand that owning a home can provide a long-term investment, not just a place to live; however, as the cost of a monthly mortgage payment far exceeds a monthly rent payment4 they may prefer to rent until they can afford a home that matches their lifestyle expectations and investment criteria.

As a result of the financial pressures of the current economic environment, emerging trends, such as multigenerational or co-living arrangements, may well be a means to save costs, pool resources and secure better living spaces for Gen Z and beyond. The long-held pattern of prior generations of “go to college, get married and buy a home” is already strongly challenged by this generation. As an example, the National Association of Realtors reports single women are the dominant home-owning cohort within Gen Z; for every other generation, married households are the majority.2

Bottom line: Some Gen Z aspire to homeownership, and those who can afford it now are doing so on their own terms. But the near-term challenges of a “new normal” – elevated interest rates – as well as uncertainty in overall housing affordability and availability are causing Gen Z to be cautious and could mean holding off on making a purchase until they can afford it more comfortably.

The homebuilding industry must innovate now or risk losing a generation of homebuyers

Even if Gen Z establish greater financial security in time and adjust to elevated mortgage rates, the process can be intimidating and overwhelming for first time homebuyers. Greater innovation is needed or homebuilders and lenders risk losing a generation of younger buyers.

Homebuilding companies must adapt to the changing preferences and needs of the upcoming generation of potential homebuyers, and in very targeted ways. Transformation in the buying process should occur to capture the attention and trust of Gen Z across a number of areas:

 Early engagement through digital platforms:

Homebuilders must double down on new entry points to gain access to Gen Z, who will likely rent for longer due to the current landscape. During this prolonged rental period, the launch of digital apps that target early career Gen Z should include tools to budget for a down payment and monthly mortgage payment as well as provide a transparent timeline toward homeownership.

Marketing in natural ways:

Companies in the housing industry that honor Gen Z’s expectations for transparency and authenticity will gain early competitive advantage. Digital and social media strategies need to speak to their audience in a way that resonates. Companies must express and showcase their brand’s commitment to issues such as sustainability, financial literacy and social equality. Homebuilding companies should engage with truth tellers in ways that reach younger audiences; for example, having recent buyers share their experiences; think memes, not billboards. When choosing between offers, Gen Z look for companies that align with their values. Those that can incorporate their values into creative messaging campaigns through digital channels should make more connections with Gen Z. Further, the ability to fully purchase a home and secure a mortgage online or through a digital app plays to Gen Z’s innate buying habits.

Design and sourcing with sustainability in mind:

Gen Z preferences and values are likely to influence design trends that will reach all generations. For example, perhaps a greater need for multifunctional, connected and flexible spaces that align with Gen Z’s multi-faceted, working-from-home, on-the-go lifestyles may not fit the standard model. Gen Z are also intentional consumers who often place greater emphasis on sustainability and ethics in their purchase decisions. More than half of Gen Z (56%) think it's highly important to buy from brands that show they are taking action to protect and preserve the environment. Also 52% of Gen Z say they avoid buying from businesses that treat their employees poorly, so ethical sourcing is another consideration. We may see an increased demand for ethically sourced, eco-friendly materials and energy-efficient designs with amenities such as solar panels, energy-efficient appliances and water-saving devices, as this becomes more feasible and aligns with the values of the younger generation.

Simplify financing:

Traditional financing protocols, notably the mortgage application and approval process, should be updated or replaced with clearer and more seamless solutions. Additionally, with many Gen Z facing significant student loan debt and high costs of living, financing options and budgeting assistance can be catered to their unique financial situations.

For homebuilders and lenders, the message from Gen Z is clear: The wants and needs of their generation are not just a “phase.” Gen Z and the generations to follow constitute over 30% of the US population. The industry must adapt or it could lose out on a generation (or more) of homebuyers. Adapting for Gen Z will benefit all generations of homebuyers.

Elizabeth Feigenbaum also contributed to this article.


Summary 

Studies show that Gen Z are interested in homeownership; however, affordability, availability and accessibility challenges may deter them from considering homeownership as a near-term part of their wealth strategy. The homeownership industry should seize the opportunity in front of them: Innovate and engage today with a financially savvy Gen Z or risk losing the next generation of buyers tomorrow.

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