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Maxwell 1H 2022 Millennial & Gen Z Borrower Sentiment Report

As millennials and Gen Zs rise in the marketplace, it’s vital to understand, connect with, and bend strategy to these generations. For lenders, finding ways to guide these cohorts to homeownership despite rising challenges will help to unlock business even in ebbing markets like 2022.

We created this survey to shed light on how millennials and Gen Zs are approaching home buying today. Garnering over 1,000 responses, our survey captures homebuyer attitudes at a pivotal point in the housing market: With mortgage rates rising, inventory at historic lows, and digital trends accelerating, achieving homeownership is becoming both more convenient and more challenging each day. To promote access, lenders need to meet this segment’s unique needs while helping them combat today’s historically tough housing market.

In this report,
you’ll get:


  • 10+ charts showing home buyer motivations, habits, lender preferences, and more
  • Insight into the home-buying plans of millennials and Gen Zs looking to purchase over the next 3 years
  • The specific criteria these generations seek out in a lender (and how they research lending options)
  • Why millennials and Gen Zs value personalized service even more than they value a digital mortgage experience

Get your free copy of the Maxwell 2022 Millennial & Gen Z Borrower Sentiment Report

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“While today’s market remains tough for first-time buyers, local lenders are well-positioned to guide these demographics to homeownership.”

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