For this month’s ‘In Focus‘ across Mortgage and Property Investment Magazine, we’re exploring one of the sector’s biggest opportunities: how advisers, lenders and providers can better engage and support younger generations. As the needs, expectations and homeownership journeys of younger borrowers continue to evolve, we asked industry experts to answer one key question: What does the mortgage and property sector need to do differently to better engage and support younger generations?
Experts from across the sector provide insight into for ‘In Focus’
“Younger borrowers probably have more diverse needs than previous generations of customers. The concept of a ‘job for life’ is gone, with many younger people moving roles regularly or juggling a number of jobs and incomes.
They may also have different requirements from a lender, such as one that allows gifted deposits from family or that offers products with more flexibility, like enhanced income multiples for professionals, allowing over-payments or the ability to switch repayment options.
They are likely to be digital natives, so their expectations of customer service, like the ability to apply for a mortgage online or deal with an adviser remotely, will probably be much higher than those of their parents’ generation.
Broker firms and their advisers need to do their homework and build an understanding of the current generation of first-time buyers. That means good awareness of different borrower circumstances and great market knowledge to be able to match products to need.
It may also be worth exploring different niches, as Afin does with our customers, such as the self-employed, professionals and foreign nationals on UK work visas. Showing that you have a solid appreciation of their situation pays dividends in building trust with new borrowers.”
Rob Lankey, Chief Commercial Officer for Afin Bank
“We need to stop relying on traditional methods and start engaging younger generations where they are. Most young people aren’t reading lengthy emails or detailed websites – they’re consuming short-form content on platforms like Instagram and TikTok. If we want to reach them, we need to meet them on the channels they use and in formats they engage with.
We also need to be more honest and transparent. The industry often uses jargon and terms like ‘affordability’ that mean little to someone who has never had a financial conversation before. We need to simplify the language, explain concepts in real-world terms, and stop dressing things up.
For more than a decade, many young people have been told that homeownership is out of reach. To change that narrative, we need to showcase success stories from people they can relate to. Real people, real experiences, and tangible examples build credibility. Young people want to hear from people they recognise, relate to, and trust, communicated in a way that feels authentic.
Ultimately, the sector needs to learn ways of communicating, build trust through transparency, and adapt to the way younger generations consume information today – not the way they did 10 years ago.”
Felicity Barnett, New Build & Affordable Housing Partnerships Manager, Mortgage Advice Bureau
“Aside from the fact that I believe mortgage, property & financial guidance should be taught in schools, the mortgage and property sector needs to meet younger people where they already are. This generation is curious, ambitious and seeking information from different sources to consumers we have worked with in the last decade, but they still want to own homes.
HomeOwners Alliance research shows that 73% of non-homeowners want to own, yet 52% of those who aspire to buy doubt they ever will. They are bombarded with negative headlines, so our messaging as an industry needs to strengthen and focus on positive education and reinforcement to break through the noise.
Younger generations do not begin with a bank appointment when considering getting a mortgage. HomeOwners Alliance research shows that under-35s are nearly twice as likely to use AI tools for homebuying and mortgage information — 17% compared with 9%, and are also more likely to use online forums and social media influencers.
The industry therefore needs to treat social media and AI platforms as places of education, not just marketing. Qualified experts must become more visible, explain complex subjects clearly and develop a deep trust with their future customers via the digital world.”
Sarah Tucker, mortgage expert, HomeOwners Alliance
“The mortgage and property sector needs to stop assuming that younger buyers are either ready to buy outright or not ready at all. For many, the reality is somewhere in between. They may have stable employment, a deposit and a strong desire to own, but still find that house prices, rents and mortgage affordability make the traditional route onto the ladder unrealistic.
That is why the sector needs to give much clearer, earlier advice on alternative routes into homeownership. Shared Ownership is a good example. It can provide a practical bridge between renting and full ownership, but it is still poorly understood. Too many potential buyers assume it is only for people on very low incomes, that they can never own outright or that selling later will be difficult. Those misconceptions prevent people from exploring an option that may suit them.
Brokers, advisers, lenders, developers and housing providers all have a role in improving awareness. Younger buyers want clarity, transparency and realistic guidance, not jargon or over-simplified marketing. The sector should explain the full range of options, including costs, risks, eligibility and long-term implications.
Supporting younger generations means recognising that the first step onto the ladder may now be more gradual than before, but that does not make it less worthwhile.”
“The property sector needs to start by recognising that younger buyers are not simply less committed to homeownership. Many still want the security and long-term stability it can offer, but they are making that judgement in a very different market. Deposits take longer to save, affordability tests are tougher, family support cannot be assumed, and transaction costs make every move feel more expensive.
That means the industry has to do more than repeat old messages about getting on the ladder. We need to explain the choices more clearly, improve practical financial education and work with lenders, developers and government on products that help people buy without storing up problems for later. A better-designed Help to Buy-style initiative may have a role, but so would sensible reform of the costs that discourage movement across the market.
We also need to understand how younger generations gather information. Increasingly, they will not just search for homes; they will ask technology where they should live, whether they should rent or buy and what mortgage suits them. If the industry wants to stay relevant, it must be present, useful and trustworthy at that decision-making point.”
Neil Louth – Group Executive Director, LRG and CEO, Acorn Group
