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spiring homeowners aged 18-44 are increasingly skeptical about entering the market, with nearly 6 in 10 believing it's a bad time to buy. The 2025 NextGen Homebuyer Report reveals that younger buyers are turning to social media for advice, citing YouTube and ChatGPT as trusted sources over loan officers and financial institutions.

    The report highlights a disturbing trend: while 95% of respondents aspire to homeownership, many are relying on unvetted and often inaccurate sources for guidance. "We've got 40% of Gen Z going to social media for their financial education," said FirstHome IQ Executive Director Kristin Messerli. "And YouTube is still the No. 1 educational source for homebuying."

    The decline in trust in loan officers, with just 19.5% of respondents expressing confidence, is a systemic failure. Real estate agents fare only marginally better, with just 1 in 3 respondents trusting their guidance.

    To address this issue, real estate professionals need to show up for their clients both online and offline. "You don't need to be the same age as someone to educate and reach them," Messerli said. "You just need to understand where they are and how to communicate with their needs."

    Many aspiring buyers think homeownership is out of reach, citing high costs and financial misinformation. The report found that 35% of respondents believe homeownership is a dream rather than a reality.

    To build trust, professionals must be visible, credible, and approachable. This means using digital strategies like short-form video content and leading buyer workshops in local communities. "If social media isn't your thing, you don't have to become a TikTok influencer overnight," Messerli said. "But you should at least have a presence online. And then show up physically in your community."

    The education gap is not limited to consumers; many agents are unfamiliar with mortgage products and affordability programs. Referencing an education-first loan officer can help build trust with clients.

    Ultimately, the mortgage industry must take ownership of the narrative and offer hope, strategies, and tools to prospective buyers. This means embracing new platforms, developing accessible content, and creating resources for teachers and underserved communities. If we don't meet the next generation of buyers where they are, someone else will – and that someone may not be bound by accuracy or ethics.