Gen Z Homebuyers Won't Call You...Here's the Fix

Guild Mortgage commissioned a national Gen Z Homebuyer Study with YouGov — 1,400+ respondents, open-ended answers — and the findings upend common assumptions. Gen Z rates their confidence to ever buy a home at 3.16 out of 10, they're checking credit and watching Zillow, but they're embarrassed to reach out. LOs who want a content and trust-building strategy specifically for first-time Gen Z buyers should listen.

Takeaways you can run this week

• Go to Reddit right now, type your name into the search bar, and see what comes up. Then find r/FirstTimeHomeBuyer and your city's subreddit, locate questions about buying or loans, and post a value-only answer with your name — no pitch, no application link. Do this three times this week.
• Create a short video (8–10 minutes) structured around a real client story: 'I was talking to someone who makes $37,000, they're 26, and here's exactly what we walked through.' Use a specific income, age, and scenario so Gen Z viewers see themselves in the story.
• Address the transparency gap directly on camera: record a 3–5 minute video explaining exactly how you get paid as a loan officer, including the approximate dollar amount. Title it 'How does a loan officer actually get paid?' and post it to YouTube.
• Film a green-screen or split-screen reaction video: find a TikTok or social post where a young buyer expresses fear or confusion about buying, screen-record it, and record yourself responding empathetically and educationally. Host it on YouTube, not TikTok.
• Target the confidence gap for women specifically: 12% of high-confidence Gen Z buyers are male vs. only 2% female. Create a content series or short-form video explicitly framed around empowering women to qualify — 'What you actually need to buy your first home' — and run it to a female 24–30 demographic.
• Join or create a local Facebook group with agent partners, then post as a buyer advocate: 'I have a buyer looking for a 3-bedroom in [your city area] — does anyone have leads?' This flips the referral script and positions you as someone who brings deals, not just processes them.

The playbook

1. Step 1 — Hook with their embarrassment: Open content by naming the fear ('Most people your age feel embarrassed they don't know enough to buy — here's what you actually need to know').
2. Step 2 — Transparency first: Explain your role, what you do, and how you're paid before talking about products or rates.
3. Step 3 — Explain it like they're five: Walk through the process step by step, using plain language and a specific example scenario (name an income, age, price point).
4. Step 4 — Show how it applies to their situation: End every piece of content with a prompt — 'If you want me to run this scenario for your specific numbers, DM me or comment below.'
5. Step 5 — Be consistent and repeat yourself: Post the same core concepts from different angles repeatedly. The viewer who finally reaches out has watched you dozens of times — they feel like they know you.

Worth quoting

“At age 28, no one has explained to me precisely what lenders and advisors do.”

“It's a generation that's waiting for someone to show them what's actually possible.”

Best for

LOs who are creating zero content and watching Gen Z leads lurk without converting — this episode gives a data-backed reason to start and a clear content framework to follow.

Links from the show notes

• https://drive.google.com/file/d/1OlDHDsn1PsEfxKuusN6IVRCf120lki31/view?usp=sharing
• https://www.linkedin.com/in/drewgillett/
• https://www.instagram.com/heykatieshive/