Cultivating Trust With Homebuyers

Three strategies to build buyer trust in 2026.

Trust in housing professionals is slipping, and younger buyers are leading the shift. According to the 2025 NextGen Homebuyer Report, Gen Z and Millennial trust in banks, lenders, and real estate professionals is at an all-time low.*

As we head into 2026, rebuilding trust must be at the heart of our strategy.

With affordability challenges and digital-first expectations shaping the market, younger buyers want more than a transaction. They want transparency, empathy, and guidance. Here’s how we can start showing up differently.

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Avoid the “Build it and they will come” mindset. Today’s buyers expect information to find them. Younger buyers increasingly turn to social media — especially YouTube — for homebuying education.* To earn trust, share short, visually engaging content like explainer videos, carousel posts, and myth-busting reels that simplify complex topics.

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Start by acknowledging the common concerns many younger buyers share. For example, you might say, “A lot of people feel overwhelmed by the idea of buying a home — you’re not alone.” Then offer reassurance: “This is what I do every day, and I’m here to guide you through it. Ask me anything, and if I don’t have the answer, I’ll find it.” Be sure to weave this kind of supportive messaging into your digital marketing as well.

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When agents and lenders work in sync, buyers feel more confident and less overwhelmed. Even small misalignments, like differing timelines or terminology, can create confusion. Early in the process, align with partners on strategy and expectations to build clarity and confidence. Co-branded educational content^† and joint check-in calls can go a long way in helping buyers feel supported and informed.

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While these ideas aren’t a cure-all for the trust gap our industry is facing, they are a meaningful start. Their success begins with a mindset shift: seeing ourselves not just as facilitators of a transaction but as trusted guides on the journey to homeownership.

† Section 8(a) of the Real E state Settlement Procedures Act (RESPA) prohibits the giving and accepting of "any fee, kickback or thing of value pursuant to any agreement or understanding, oral or otherwise, that business incident to or a part of a real estate settlement service involving a federally related mortgage loan shall be referred to any person."