Most prospective homebuyers want to seal the deal in 2026

Homeownership remains a top goal for Americans despite a challenging housing market, according to a new consumer survey from REMAX — highlighting affordability concerns, lifestyle priorities and community preferences as keys in shaping the plans of prospective buyers.

Although 88% of respondents said they’re likely to purchase a home in 2026, 71% reported delaying plans due to current market conditions.

Still, the survey shows consumers are committed to becoming homeowners, and are motivated by both financial considerations and quality-of-life factors.

“Today’s buyers aren’t just looking for a house – they’re looking for a sense of community,” said Chris Lim, REMAX’s chief growth officer. “It’s the job of real estate professionals to help prospective buyers find homes and neighborhoods that meet their financial needs while also supporting the way they want to live.”

Affordability and amenities

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

Lower mortgage rates were the second-most influential factor. But less than 10% of buyers said that interest rates dropping to a range of 5% to 6% would significantly speed up their timeline.

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

Buyers — especially Gen Z and millennials — said they’re willing to spend more for neighborhoods that offer lifestyle-enhancing amenities.

Sixty percent of respondents said they would pay a premium for features 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.

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

Community matters

Younger buyers placed strong 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 engagement.

More than half of respondents preferred to buy in the suburbs, while 32% are looking in urban areas.

About 53% say future development — including new retail spaces or transit options — plays a major role in their decision, citing long-term livability and property values.

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

Safety, convenience drive location preference

Safety remained a top factor — with nearly 80% citing it as essential. Affordability and the type of housing available followed closely behind.

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

The survey was conducted by Pollfish during the fourth quarter of 2025 and included responses from 1,000 U.S. adults ages 18 to 65 who are planning to buy a home in the next 18 months.