08/06/2026
β Buyers are ready. Are you?
For the first time since 2023, more buyers say it's better to buy than to rent. And the shift in mindset is bigger than the headline.
But here's what most agents miss:
The conversation is moving from "should I buy" to "how do I make it work." That's a completely different sale.
The Bank of America 2026 Homebuyer Insights Report shows:
53% now say buying beats renting or moving in with family, the first majority since 2023.
90% call a home a valuable investment, up from 79% last year.
94% say homeownership provides stability, up from 83%.
79% say they plan to move forward regardless of market conditions.
Affordability is still the top barrier. What's changed is the willingness to solve it. Gen Z buyers are taking extra jobs, co-buying with family, and using assistance programs.
If you have a buyer stuck in analysis paralysis, let's game plan how to turn that willingness into a real path forward.
Caption:
For the first time since 2023, more buyers say it's better to buy than to rent.
Confidence in homeownership is climbing across the board:
90% now call a home a valuable investment, up from 79% a year ago.
94% say owning provides stability.
79% say they plan to move forward regardless of market conditions.
Affordability is still the barrier. What's changed is the willingness to solve it. Gen Z buyers are taking extra jobs, families are co-buying, and buyers are trading location for affordability.
That's not waiting for better. That's working the problem.
What's your strategy for the buyer who's ready to act?
Full story:https://newsroom.bankofamerica.com/content/dam/newsroom/docs/2026/BofA_HBIR_2026_AB_R7.pdf