• Real Estate Agent Advertising | Homes.com

        Real Estate Agent Advertising | Homes.com »

        Real estate agents and brokers, market your listings on Homes.com to reach buyers and sellers in your area.

      • Home Builders

        Home Builders »

        Capture leads and market your communities with native advertising options from Homes.com.

      • Property Managers

        Property Managers »

        Many of today’s renters are tomorrow’s buyers! Property managers, get your foot in the door now by helping them find their next rental with Homes.com.

      • Consumer Brands

        Consumer Brands »

        Moving takes more than a real estate agent and a mortgage professional; promote your business on Homes.com.

      • Mortgage

        Mortgage »

        Connecting Mortgage Professionals with more homebuyers.

      • Lead Generation

        Lead Generation »

        Proven strategies from Homes.com to fill your real estate sales pipeline with future business.

      • Lead Management

        Lead Management »

        Systems and tools from Homes.com that can help you convert your contacts into closed sales.

      • Business Growth

        Business Growth »

        Everything you need to know to build a profitable real estate business from Homes.com.

      • Live Events

        Live Events »

        Homes.com brings world-class training to your city or office with SecretsLive.com events as well as Local Lunch and Learn sessions.

      • Webinars

        Webinars »

        Homes.com free webinars provide thousands of real estate professionals tools to turn those leads into closed deals.

      • eBook Library

        eBook Library »

        Useful real estate business guides and consumer resources that you and your clients are sure to love.

      • Reviews

        Reviews »

        What agents are saying about Homes.com leads, products, and service.

      • About Us

        About Us »

        The history and philosophy of Homes.com, one of the top 5 real estate websites.

Millennials and their buying habits have been under the scrutiny of the real estate industry for years. We’ve watched them go from a minority to the largest group of buyers in the market, but now Generation Z is taking its first steps into the housing market, and it’s time we learned more about this new group of first time buyers. In an effort to do just that, Homes.com polled more than 1000 adults from Generation Z aged 18 to 24 years old. Questions focused on Generation Z’s expectations about the home buying experience and their home buying plans.

About Generation Z

Members of Generation Z were born between 1995 and 2012, placing the oldest members in their early 20s. They came of age in a digitally connected world, during an era of full employment, which may give them a more positive financial outlook compared to millennials. Generation Z could include as many as 75 million people, which makes them a larger generation than the millennials who came before them.

Generation Z is also the most diverse generation in modern history, and a majority of Gen Zers would prefer to live in an ethnically and racially diverse community.

Real Estate Agent Expectations

The great news is that nine out of ten Generation Z adults are planning to use a real estate agent when they buy a home, meaning plenty of upcoming business for those who can attract Gen Z buyers.

Twenty seven percent of Generation Zers agree that “understanding what I want” is an important quality in their real estate agent. Knowledge of the local market (18 percent) and experience (15 percent) were also noted by Generation Z as very important qualities in an agent. Only 9 percent noted the importance of negotiating skills and just 7 percent considered the cost of working with their agent an important factor.

gen Z agent traits

Home Buying Expectations

While 86 percent of those surveyed expect to buy their first home before they turn 35, the current overall homeownership rate across all generations is just 64 percent. However, those polled seem to understand the obstacles they are facing. Forty-two percent listed making enough money to afford a home as their top barrier to homeownership, with the second and third most cited obstacles cited being saving for a down payment (21 percent) and student loan debt (20 percent).

Down Payment Expectations

Most Generation Z buyers expect to put at least 11 percent down on their home, while a full quarter of those surveyed expect to save 20 percent of their home’s cost up front. Slightly over half of those surveyed believe that they will need to save for two or three years to save that amount unless they get some financial help from friends and family. However, the average first time buyer only offers 6-7 percent for their down payment. Informing Generation Z buyers about low down payment options could help them get into their first homes sooner.

Before you can help Generation Z home buyers, you need to get in touch with them. Find out how Homes.com’s SEO services can help your website show up in search results for buyers in your area!