In every housing market, every lender, originator, mortgage broker, or loan officer should endeavor to understand their buyer pool.

Trends and perceptions change annually and generationally — especially when it comes to desires, housing market outlook, and financial thresholds. Having insight into how and what they think can go a long way. It can aid in not only attracting qualified borrowers but also ushering them through the transaction and, ultimately, to the closing table. After all, that’s the point, right? 

There is still a healthy appetite for homeownership in the U.S., as findings from the 2025 ServiceLink details ⇒

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