As the housing market shifts and reshapes itself, so too does the next wave of homebuyers. Generation Z—those born from the mid-1990s to early 2010s—are now entering adulthood, with many in their early to late twenties beginning to think seriously about homeownership.
While some are still years away from making a move, a significant portion of this generation is already saving, researching, and dreaming of buying their first home.
Unlike previous generations, Gen Z has grown up in a digital world. They’ve navigated global uncertainty, student debt and a fast-changing economy - experiences that have shaped their approach to big financial decisions.
For mortgage brokers, understanding the mindset, preferences and concerns of Gen Z is critical to fostering trusting relationships with them. Here’s where to start.
Who is Gen Z?
Aged roughly 18 to 29 in 2025, Gen Z - particularly those in their mid-to-late 20s - will now be actively thinking about buying their first home. Whether it’s scrolling through property apps, asking questions on social media, or quietly building up their deposit, they’re now beginning to engage with the process more than ever.
Much like with millennials, most of their home hunting will take place online. As digital natives, they’re used to finding information quickly, and thanks to a wealth of information online, they’re typically well-informed and research-driven. By the time they reach you, they’ll likely already have some degree of knowledge about the process.
Many Gen Z prospects have come of age at a time of economic uncertainty, which gives them a tendency to be more pragmatic and cautious than previous generations. As such, it’s important to make sure they’re secure and confident in any decision they make. As a broker, this means building trust through honest conversations, simple explanations of complex issues and real-world examples.
They’re more likely to seek out second opinions online, too, whether through reviews or friends’ recommendations. To a broker hoping to target this demographic, your digital presence is invaluable.
How Gen Z thinks about homebuying
To Gen Z, buying a home is as daunting a prospect as it is exciting. Long-term security may feel unlikely during difficult economic times, but as a broker, you’re in a great position to break down the process and offer honest, pressure-free advice.
Where previous generations may have walked into a bank or picked up the phone to call a mortgage adviser, the bulk of the research will have already taken place online, like watching short explainer videos on TikTok or YouTube, reading advice threads, or searching on Google.
This generation is also easily put off by obvious ‘sales’ tactics - anything that feels too pushy can do more damage than good, as can talking in overly technical terms. Instead, offer calm, clear guidance that gives them both the information they need and the peace of mind that they may be able to reach their goals.
The role of the mortgage broker
For Gen Z, getting a mortgage isn’t like any other transaction; it’s confirmation of their biggest step into adulthood. What they’re looking for is someone who can help make sense of the process, lay out their options clearly and transparently, and provide guidance they can trust.
This generation is approaching the housing market with caution, and they’ll need clarity, calm and genuine rapport to begin turning their curiosity into action. This is where your steady presence becomes all the more crucial. Helping them feel informed and in control isn’t just good service; ultimately, it’s what makes someone trust you enough to choose you over other, less helpful, brokers.
Be where they are
While it can be tempting to fall back on your traditional lead gen or advertising methods, it’s important to meet Gen Z where they are, and that’s online. Before they ever reach out, chances are they’ve already looked you up online and have some degree of knowledge about your work. Having a decent amount of output on TikTok, Instagram or YouTube will separate you from slower social media adopters.
You don’t need a big budget or detailed content strategy to get started; map out a few ideas - like short explainers, honest tips, or behind-the-scenes clips that put a face to your company’s name - and start posting consistently to drum up a steady presence.
Remember, this is a generation that values communication that feels human and responsive. Whether it’s replying quickly to a message, using friendly language on your website, or sending a short intro video, it all helps to build connection. Little touches that show you’re approachable and invested can make a big difference.
There’s no need to sugarcoat the process, either; Gen Z simply wants to understand, in real terms, what’s possible. That means being upfront about costs, timelines and possible hurdles. Tools like checklists (like our Moving House Checklist), step-by-step guides and real-world examples help bring the process to life. The clearer you are, the more confident they’ll feel.
What’s next
You don’t need to reinvent your whole business to connect with Gen Z. Often, it’s small changes - like posting a quick explainer, updating your FAQs or showing up more consistently online - that start to build trust.
Start by choosing one small step that feels doable. Maybe it’s answering a common question in a short video, refreshing the tone of your website or simply reaching out to a recent lead with a more personal touch. Over time, these small actions build into a stronger, more relatable presence - one that resonates with Gen Z and sets you apart as a broker they can genuinely trust.
Gen Z isn’t the only group taking their first steps into a new venture. Whether you're just starting out as a mortgage broker or looking to sharpen your approach, there's always room to grow. We've put together a comprehensive resource to support your journey - The Broker’s Handbook - packed with beginner tips, tools and insights to help you attract this emerging generation of homebuyers.
Explore the guide here.
We’ve also got a helpful webinar to creating social media content in an hour, as well as a guide to attracting Gen Z as talent. We hope you find them both useful!
