Al’s March Market Watch

March, 2026

 A New Buyer’s Survey Results From Coldwell Banker.

A recent home buyer’s survey released by Coldwell Banker shed some interesting light on how housing affordability is reshaping family life and the economy. Titled “The American Dream Report”, it found that first-time homebuyers in New Jersey are facing an affordability crisis that some research suggests is causing them to delay major milestones, such as marriage, starting a family, and career changes, while they save money to buy a house.

Coldwell Banker commissioned The Harris Poll to survey more than 3,000 U.S. adults, including nearly 900 prospective homeowners, to understand how “The American Dream” has evolved and how homeownership is prioritized among other foundation life milestones. The report found that among aspiring homeowners:

• Nearly 1 in 5 (18%) are delaying marriage or having children until they can afford to buy a home;
• 17% are putting off changing jobs/careers or getting a pet;
• 16% are forgoing living independently;
• 15% are delaying starting a business or going self-employed.

The survey found that for younger generations, buying a home may be the new starting line for adulthood. More than 4 in 5 (84%) Gen Z (ages 18-28) potential homeowners are postponing at least one llife decision until they can afford to buy a home including nearly 1 in 3 (29%) that are delaying having children. However, more than half (53%) of potential first-time homeowners don’t expect to buy their first home until age 40 or older, suggesting mile-stones like starting families could be pushed back even further until homeownership is achieved.

The President of Coldwell Banker Affiliates, Jason Waugh, commented on these findings. “While affordability remains a significant hurdle, the desire for homeownership among Americans is so strong that many are restructuring their lives to make it a reality—from postponing parenthood to moving in with family to reduce expenses. This report underscores that people view homeownership not only as a foundation for personal and financial stability, but also as one of the most effective vehicles for building long-term wealth—often surpassing the stock market in perceived value. However, when people delay major life events in pursuit of homeownership, it inevitably shapes patterns in household formation and consumer behavior. That is why unlocking homeownership matters, and why working with a trusted, knowledgeable real estate professional can be the key to helping people successfully navigate the market and achieve that milestone with confidence.” (added—thank you Mr. Waugh for that great marketing plug)

Other Key Trends In The Coldwell Banker American Dream Report

Despite affordability challenges; homeownership is central to the American Dream

• 6% of Americans say homeownership represents what the American Dream means to them personally—more than those who say the same for getting married or having children (42%), retiring by 67 (39%), building a successful career or business (39%), or earning a college degree (23%).
• 85% of Americans believe homeownership is still part of the American Dream for most Americans.
• Among those who do not currently own a home, 83% want to buy someday, including 97% of Gen Zers, and 93% of Millennials (ages 29-44).
• Financial motivations may be a key factor: 65% of Americans say homeownership is a smarter long-term financial decision than renting in today’s housing market, and nearly half (48%) view investing in real estate as a better wealth-building tool than investing in the stock market.

.Making It Happen: Americans Are Getting Creative

     Americans are finding new ways to navigate affordability challenges and forge a path to homeownership.

• 84% are willing to make concessions, such as taking on a side job (42%), buying a less ideal home like something smaller or a fixer-upper (35%), or moving to more affordable areas (35%), to make buying a home possible.
• 36% have considered co-buying with family to afford homeownership, including 63% of Gen Z and 49% of Millennials; 33% have thought about co-buying with a non-romantic partner like a friend or coworker.
• 19% of Gen Z and 14% of Millennials have already moved in with parents or in-laws to save to buy a home.

Optimism Persists

Looking ahead, Americans remain hopeful about reaching their goal of homeownership. Nearly two-thirds who don’t currently own a home (63%) say they would like to buy a home within the next five years, including 70% of Gen Z and 72% of Millennials.