Homeownership remains the main goal, despite concerns about affordability

“Today’s buyers aren’t just looking for a home – they’re looking for a sense of community,” said Chris Lim, Chief Growth Officer of REMAX. “It is the job of real estate professionals to help potential buyers find homes and neighborhoods that meet their financial needs while supporting the way they want to live.”

Affordability and amenities

Economic insecurity and rising housing costs remained the top barriers among respondents. About three-quarters (78%) said more affordable home prices would encourage them to buy within six months.

Lower mortgage rates were the second most influential factor. But fewer than 10% of buyers said a rate cut to the 5% to 6% range would significantly accelerate their timeline.

Older buyers between the ages of 60 and 65 placed the greatest importance on affordability when selecting a neighborhood.

Buyers – especially Gen Z and millennials – said they are willing to spend more in neighborhoods that offer lifestyle-enhancing amenities.

Sixty percent of respondents said they would pay a premium for amenities such as community pools and gyms, while three-quarters of these buyers were willing to pay at least 5% more for a home with these offerings.

Supermarkets, shopping areas, restaurants and outdoor spaces topped the list of desirable amenities. The least important amenities were bike-sharing programs, gyms, electric vehicle charging stations, nightlife, and coworking spaces.

Community Affairs

Younger buyers placed great value on community and neighborhood character.

Seventy-one percent of all respondents said they would pay more to live in an area known for friendly neighbors and high community involvement.

More than half of respondents prefer to buy in the suburbs, while 32% look in urban areas.

About 53% say future developments – including new retail spaces or transit options – play an important role in their decision, citing long-term livability and property values.

Nearly 40% cited “sense of community” or “neighborhood sense” as a priority.

Safety, convenience and preference for driving location

Safety remained an important factor; almost 80% called this essential. Affordability and the available type of housing followed closely.

Geographic convenience also matters. Fifty-eight percent said proximity to work is important, while many also appreciate proximity to shopping, entertainment, restaurants and schools.

The research was conducted by Monkfish in the fourth quarter of 2025 and included responses from 1,000 U.S. adults ages 18 to 65 who plan to purchase a home in the next 18 months.