How “generation rent” is approaching home buying in 2022


Millennials and Gen Zs make up the largest cohort of likely homebuyers these days, the the greater part of which are initially-time potential buyers bullish to get a foot on the residence ladder. As market quantity dips and pent-up demand builds, 61% of millennials and Gen Zs who intend to buy a residence plan to utilize for a property finance loan this yr. 

For yrs, the dominant industry narrative defining these generations has been electronic-initially experiences and very poor economic behavior. New details launched in Maxwell’s 1H 2022 Millennial & Gen Z Borrower Sentiment Report, on the other hand, goes past simplistic stereotypes by digging into the demands, behaviors and tastes of 1,000 respondents arranging to utilize for a home loan about the future handful of years.

As property finance loan prices increase, stock stays small and digital tendencies speed up, navigating the switching borrower landscape needs personalized procedures. Loan officers must realize what modern millennial and Gen Z homebuyers want from their loan providers. For property finance loan industry experts hunting to buoy their loan volume by the relaxation of the yr and outside of, comprehending the motivations, behaviors and the barriers to entry for these borrowers will only come to be far more important for good results.

Inventive paths to homeownership in a challenging market

As inflation commences to bite, the soaring charge of lease is driving extra millennials and Gen Zs to apply for mortgages. Though about a quarter of these surveyed however dwell with their mother and father, 45% are at the moment leasing and about 50 % (51%) want to obtain a household since the price tag of rent is much too large. This is specially real for metropolis dwellers who have knowledgeable sizeable rental price tag improves more than the past ten years.

Despite worries that their down payment savings could not be up to traditional benchmarks, millennial and Gen Z borrowers are poised for homeownership. With residence rates and opposition amongst homebuyers predicted to maximize even additional this 12 months, 41% program to apply for a house loan on their possess and practically 10% with good friends. Although traditionally debtors tend to hold out right up until they have a 20% down payment, this era thinks in different ways. Currently, 78% would apply for a bank loan with significantly less than the conventional 20% down payment, although far more than half (55%) do approach to put down at least 10%.

Obstacles to Home Acquiring

Lots of millennial and Gen Z upcoming homebuyers are anxious about the consequences of own finance difficulties like having inadequate cost savings, rising financial debt and reduced credit score when implementing for a mortgage. Practically 50 percent (45%) imagine the mortgage loan approach is overly costly, and a quarter really do not experience assured about securing a house loan because of to their money hurdles. In some instances, these possible borrowers have the personalized knowledge to back up that issue.

Federal Reserve facts suggests that as a total, millennials carry around a trillion bucks in personal debt, with credit rating card personal debt creating up the best part. The report found that though the vast majority (75%) really feel assured about inevitably securing a house loan, a huge percentage of millennial and Gen Z foreseeable future homebuyers see an insufficient down payment or closing money (46%), their large credit card debt-to-cash flow ratio (45%) and lousy or no credit rating (38%) as boundaries to approval. Only 13% of respondents have scores that would be considered fantastic (>799), while 30% have honest or poor credit history scores (<670).

What borrowers seek in a lender

A lack of mortgage process knowledge may impact confidence levels, adding to financial concerns. More than a quarter (27%) feel that they have “very little” or “no” knowledge about the mortgage process. As such, personal support is important to this demographic. In fact, over 78% of respondents indicate that personalized service is important to them.

Loan officers must take time to build that confidence through value-add resources, education and support. By walking them through the process step by step, lenders can build trust with their customers, grow a powerful reputation, earn repeat and referral business and increase access to homeownership in their communities.

While large and online lenders continue to hold significant market share, when it comes to choosing a lender, the majority of millennial and Gen Z borrowers intend to shop around for the right fit. This generation does not seem overly impressed by big names, preferring instead to research the lending option best suited to their personal needs. More than half of all respondents plan to do their own initial research online, with almost three out of five planning to compare posted rates, 50% intending to read customer reviews, and 46% aiming to research their options on a lender’s website. 

When asked about their plans to secure a future mortgage, 28% believe they’ll use a local community lender, significantly more than the 15% intending to use an online lender. Lenders who can provide both an in-person and an online mortgage experience will gain a significant competitive advantage. By creating an enhanced online presence, local lenders can offer expertise via digital content, marketing and outreach, which will be crucial to positioning them as a helpful thought leader in the space.


In the current market, where total loan production expense is at an all-time high and volumes continue to fall, renormalizing to historical levels, it can be easy to lose sight of the strong home-buying potential of millennials and Gen Zs. Lenders need to capture borrower business wherever possible, and local lenders are well-positioned to guide this demographic to homeownership by launching new, more diverse loan products and channels that lower the barrier to entry for first-time home buyers. By leaning into hyper-personalized, supportive service enhanced by digital capabilities, these lenders can earn the business of the largest home-buying cohorts of today (and tomorrow).
Read the full report and learn how Maxwell’s comprehensive mortgage solutions can help lenders turn renters into homeowners at


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