Here is an interesting look at who is buying in today’s market, according to the Homes of Tomorrow Survey White Paper (April 2026). I also added a few notes on what I’m personally seeing with my own clients here on the North Shore.
Top 3 Buyer Motivations:
1. Upsizers / Move-Up Buyers
The largest group of buyers in today’s market are households looking for more space. Growing families, changing lifestyles, and the desire for more functional layouts continue to drive demand. I am especially seeing this with my own clients who are making the leap from townhouse to detached. The detached market felt completely out of reach just a few years ago, but now that the pricing gap has shrunk a little, many growing families are taking advantage of the opportunity. This is definitely something I’m personally seeing first hand.
2. First-Time Homebuyers
First-time buyers are still very active in today’s market. Many are entering with a long-term mindset, prioritizing smart layouts, livability, and locations that support both lifestyle and future value. I’ve had quite a few clients take advantage of today’s lower prices and interest rates. For buyers who are financially ready, it can actually be a really interesting window to get into the market.
3. Change of Location Buyers
A notable portion of buyers are making moves based on lifestyle changes, whether that means wanting to be closer to family, schools, or perhaps buyers who moved further into the suburbs during the peak work-from-home era and are now being called back into the office. Suddenly, that commute doesn’t feel quite as manageable anymore. I personally haven’t had many clients fall into this category lately, but I can absolutely understand why this made the top 3.