BAM Key Details:
- RE/MAX reports 88% of prospective buyers plan to purchase in 2026, even though 71% have delayed due to affordability.
- Safety is a top concern for nearly 80% of buyers.
- Demand is strongest in the suburbs, with 51% planning to buy outside city centers and 76% willing to pay 5% more for lifestyle-boosting amenities.
Housing affordability is still one of the biggest challenges in the U.S. housing market.
And yet, new consumer research from RE/MAX shows buyers are still motivated and preparing to make a move next year.
The survey, conducted among 1,000 U.S. consumers planning to purchase within the next 18 months, shows ownership goals remain strong. Frustration with affordability challenges might be slowing things down, but they’re not stopping the desire to buy.
Chris Lim, REMAX Chief Growth Officer, sums up how demand and lifestyle priorities are evolving:
“Today’s buyers aren’t just looking for a house; they’re looking for a sense of community. It’s clear that lifestyle and connection are just as important as the property itself. 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.”
That mindset shift is shaping the neighborhoods, timelines, and expectations of 2026 buyers.
Buyers Haven’t Given Up on Homeownership
The desire to buy remains strong, even as plans shift with the market. You can use these stats to reassure hesitant buyers that they’re not alone.
- 88% say they are “very” or “somewhat likely” to purchase a home in 2026.
- 71% say affordability and market conditions have delayed their plans.
Affordability continues to be the biggest gatekeeper. The moment costs ease, demand will surge.
- 78% say more affordable prices would prompt them to buy within six months or sooner.
- 58% say lower mortgage rates would speed up their timeline.
- Fewer than 10% say rates between 5-6% would motivate action.
Older buyers feel the strain too; 78% of respondents ages 60-65 say access to affordable homes is their top priority.
The will to buy is there. It’s the when and where that remain flexible.
Amenities That Improve Daily Life Add Value
Convenience, wellness, and shared spaces matter more than special features that rarely get used. Buyers want neighborhoods that make life easier, healthier, and more connected.
Here is what leads their wish lists:
- 60% would pay more for shared amenities like pools, gyms, and gathering spaces.
- 76% of those willing to pay extra would spend at least 5% of the home’s price.
The most valued amenities reflect everyday needs, not luxuries:
- Grocery stores and shopping nearby: 29%
- Restaurants and cafes nearby: 20%
- Parks, outdoor space, and community gardens: 17%
On the other end of the spectrum, some of the trendier amenities aren’t as persuasive:
- Bike share programs or storage facilities: 10%
- Fitness centers and gyms: 9%
- EV charging stations: 7%
- Entertainment and nightlife: 5%
- Coworking spaces: 4%
Younger buyers are especially willing to pay more to create connection. Gen Z is at 71% and Millennials at 67%, far above Gen X at 46% and Boomers at 44%.
Community Connection Drives Location Choices
The experience of belonging is becoming a major differentiator, particularly for younger buyers deciding where to settle.
- 51% are looking to buy outside city centers in the suburbs.
- 32% prefer urban areas.
People want to feel welcome where they live.
- 71% would pay more for a neighborhood known for friendly neighbors and strong engagement.
- Nearly 40% list community vibe as a top buying priority.
Gender and age reveal even stronger patterns.
- 78% of Gen Z and 74% of Millennials would pay more for community-driven neighborhoods.
- 74% of men would pay more for community compared to 66% of women.
Future livability matters just as much; 53% say new housing, retail, or transit development is “very important” to their decision.
This is a moment to spotlight neighborhood benefits, not just property features.
Safety and Convenience Still Come First
Lifestyle perks only matter when the fundamentals are secure. Safety and commute-to-life balance still drive most location decisions.
- Safety is a top concern for nearly 80% of prospective buyers.
- 69% consider whether affordable homes are available.
- 47% look for the right mix of home types.
Daily convenience matters too.
- 58% say proximity to work is important.
- 57% want shopping or public spaces nearby.
- 54% want convenient restaurant access.
- 45% prioritize proximity to schools.
If a home solves logistical stress, it becomes an easier yes.
The Bottom Line
Homeownership aspirations remain strong heading into 2026. Buyers want affordability to stabilize, but they also want better connections with the places they live. Show them how a neighborhood aligns with their lifestyle, values, and long-term plans, and you’ll help them find the confidence to move forward.
Motivation hasn’t left the market. It’s just waiting for the right environment.
