While affordability remains a challenge for first-time buyers, agents can stand out by helping their clients think creatively about what’s possible, writes ERA’s Alex Vidal.
For many people, owning a home is a top goal for 2026. But the reality is that homeownership is out of reach for many people, and it comes with a lot of disappointment. But it also has significant downstream effects. According to the November 2025 National Association of Realtors Profile of Home Buyers and Sellers, if you delay or deny homeownership until age 40 instead of age 30, you could lose about $150,000 in equity on a typical starter home. moreover:
Federal response will take time to implement
President Trump’s 50-year mortgage proposal, coupled with FHFA Secretary Bill Pruitt’s efforts to make the path to homeownership more affordable through alternative credit models, assumable mortgages, and portable mortgages, reflects a growing urgency to address the challenges that are slowing homeownership and the full range of its benefits for countless Americans.
However, these ideas have not yet been implemented.
How can we help customers become homeowners in 2026?
For agents who want to help their clients achieve their dreams of becoming homeowners in 2026, it’s time to think outside the box and outside the zip code. Here’s how:
1. Helping clients think differently about their dream zip code
There’s a reason for the term “entry-level housing.” It may not be your dream home, but you can start the process of gaining equity and appreciation. Opportunities for advancement exist, along with increased pay and promotions. It’s easier than paying rent.
Trade-in value for commuting. Look for homes further away from your desired zip code. Think of your longer commute as a financial investment in your home equity. Approach school districts with an eye toward the future. For high schools and middle schools, “highly rated” schools may be more important. Meanwhile, you build equity within the good/okay district, which will help you get promoted later on. Consider condos and townhomes. Many markets have even more inventory in this segment. And they are generally less expensive than single-family homes.
Agents naturally want to do business in higher priced markets, but if they can’t get listings in these zip codes, they won’t make any money. So why not consider the more affordable market of brand names and store brands?
2. Normalize and encourage relocation to off-market, affordable areas.
Real estate agents can elevate their role as trusted local advisors by taking fact-checking to a new level with new clients. how? By suggesting off-market moves that align with the customer’s homeownership goals.
According to NAR’s 2024 Migration Trends Report, agents know that the main drivers of internal migration include the need for housing (42 percent), family (26 percent), and employment (16 percent). Since remote work has opened up more markets for these workers as many people move closer to their workplaces, agents must offer the option of moving out of the market to take advantage of this new workplace option.
More and more people are moving to live closer to family. If this is your client’s driver, challenge them to think outside the box by thinking further beyond their zip code. Encourage them to discuss the family move with their relatives. Multi-generational housing is on the rise: According to the November 2025 NAR Profile of Home Buyers and Sellers, 14 percent of home buyers in 2025 were multi-generational.
Taking this a step further, agents can suggest the idea of a joint mortgage between family members who are co-borrowers. Another NAR report states that more than one in four multigenerational homebuyers have three or more people contributing to household income, compared to just 11 percent of traditional homebuyers.
3. Know where to go
If your agent is part of a national network, it’s much easier to earn referral fees by connecting local clients with trusted colleagues outside of your market. Agents looking to introduce these referral fees into their revenue streams need to be adept at advising their clients on which markets align with their goals.
For example, NAR’s Migration Trends Report revealed a notable trend of people moving from the Northeast and West to Southern and Midwestern states such as Florida, Texas, and the Carolinas. Looking at the median NAR by region shows why.
West: $605,600 Northeast: $496,700 South: $360,200 Midwest: $306,000
This means that when considering moving out of the market, a good place to start is price.
Another great NAR resource is a quarterly report that ranks the median sales price of existing single-family homes in nearly 400 total metropolitan areas.
There are many “best of” lists out there, such as U.S. News and World Report’s “Most Affordable Places to Live in 2025-2026,” which consider a variety of factors beyond just price. Examples include:
Home insurance premiums are rising, not just in areas affected by floods and wildfires Access to health care (which can be important for retirees relocating with their children’s families) Diversity and equity (which can impact how people feel accepted and safe in their communities) Property taxes Schools
4. Thinking outside the box isn’t just smart. it is a financial obligation
Agents should emphasize the fact that home prices are still rising. This means that buying real estate is still a good investment. You can back this up with your data.
According to NAR, the national median single-family existing home price rose 1.7% year-over-year to $426,800, matching the annual increase recorded in the second quarter.
Areas with a lot of new housing development currently have smaller profits due to larger inventory pools, but that could change in the next few years. That means people moving to more affordable markets in the South and Midwest will continue to gain housing equity.
People and businesses are moving to the South in record numbers because of lower taxes, more affordable housing, and an overall lower cost of living compared to the Northeast. With the influx of new residents, developers are beginning to build new homes to provide housing options. Mark Zandi, chief economist at Moody’s Analytics, expects U.S. home prices to rise roughly in line with inflation over the next decade.
As affordability continues to be a challenge for first-time buyers, agents can stand out by helping their clients think creatively about what’s possible. But first, agents need to believe in the value of talking outside the box.
It may seem counterintuitive to offer alternative solutions to customers who have already decided what they want, but positioning yourself as an expert committed to making homeownership a reality and not just a dream is a great way to win in 2026.
Alex Vidal is the president of ERA Real Estate.
