In recent years, the idea of community has felt increasingly elusive for many—an issue that has reached a critical level. In 2024, the U.S. Surgeon General released a report on America’s “loneliness epidemic,” revealing that about one in two adults in the country are affected by isolation caused by social disconnection.
Despite this post-pandemic shift, the excitement and joy of homeownership continue to captivate prospective buyers. After all, purchasing a home signifies more than just acquiring property—it means becoming part of a community. At Century 21 Real Estate, we’re committed to helping homebuyers discover the true joy of homeownership, which includes understanding what drives their connection to community. That’s why we’ve shared the results of our groundbreaking research into the mindset of today’s homebuyers and the factors influencing their purchase decisions, especially when it comes to prioritizing community and connection.
Working with agents within our brand, we aim to better understand how we can assist buyers in fostering that connection.
Our Approach
Century 21 Real Estate partnered with Ipsos to conduct an online survey of Americans aged 18-64 who are either current or aspiring homeowners. The survey reached a national sample of 6,020 adults, ultimately collecting responses from 1,041 recent or intending homebuyers. These respondents included 270 Hispanics, 279 Gen Z, and 390 Millennials, with the survey available in both Spanish and English. To qualify, participants had to meet one of two criteria:
- Purchased a primary home in the past two years (excluding RVs).
- Plan to purchase a primary home in the next twelve months.
“A sense of belonging and belonging to call home is crucial. Everyone wants to feel like they belong to a community.”
— Arica Rucker, Broker/Owner, Century 21 Rucker Realty, Charlotte, NC
Across the board, many homebuyers report feeling generally positive about their experiences. However, there are slight but noteworthy differences in the emotions experienced by various generations of buyers.
For example, recent Gen Z homebuyers reported higher levels of happiness and gratitude, but also lower levels of hope compared to other homebuyers. On the other hand, recent Millennial buyers showed the highest levels of joy and optimism. Despite this, anxiety (24%) and uncertainty (20%) remain significant factors affecting all homebuyers, especially as they navigate the process. These feelings are somewhat less prevalent in younger generations, highlighting an opportunity for real estate agents to step in and offer support, alleviating concerns and reducing uncertainty.
While lifestyle changes and space considerations are often primary drivers for moving, being near family and friends is also a critical factor for many. In fact, lifestyle and community considerations outweigh economic factors when it comes to homebuying decisions.
Interestingly, men are more likely than women to prioritize being closer to family and friends when choosing a new home.
“Neighborhood means home. The walls around you and the roof overhead provide security, but how you live is shaped by the community surrounding you. The people, activities, and places you engage with—your work, your play—bring you connection and a sense of belonging.”
— Stephen Votino, Broker/CEO, Century 21 Triangle Group, Raleigh, NC
Today’s homebuyers, particularly Millennials, are not only seeking neighborhoods they’ll enjoy living in—they want communities where their families can flourish and where they can make a positive impact.
Recent and intending homebuyers are open-minded and inclusive. A staggering 90% agree that political affiliation should not be a barrier to forming relationships with those in their community, while 92% want to live in neighborhoods that embrace diversity.
The trend toward unity across differences is widespread. While 90% of all recent and intending buyers agree with the sentiment, Gen Z (85%) is somewhat more reserved than older generations, with Millennials showing the strongest agreement (94%).
Real estate agents have a crucial role to play in helping buyers not only find the right home but also connect with the right community. As “community guardians,” agents must understand their clients’ desires, needs, and hopes, while supporting positive experiences and encouraging meaningful relationships.
Community Engagement: A Growing Need
An overwhelming 65% of planning homebuyers rate “getting involved in the local community after moving” as “very important”—a marked increase from the 53% of recent buyers who shared this sentiment. This indicates that many new homeowners face challenges when it comes to integrating into their new surroundings. Agents can step in here, helping buyers feel more at home by facilitating connections with local organizations, activities, and resources. It also emphasizes the importance of agents being active participants in the communities they serve—a quality that we are proud to see among Century 21 agents.
For Gen Z, the connection between agents and the local community is especially significant. At 92%, the same proportion of both recent and intending buyers agree that it’s important for a real estate agent to be connected to the community. Gen Z buyers are particularly likely (45%) to find their agents based on their local community involvement, a higher rate than the overall sample (38%).
“I’m involved in various community events throughout the city and serve on several nonprofit boards in Tennessee. I strive to connect with and network in different groups that support our community.”
— Eva Angelina Romero, Broker/Owner, Century 21 Funding Homes, Nashville, TN
“I run a Facebook group with over 10,000 members, am very active in my church, and am joining the library board.”
— Christine S. Farley, Associate Broker, Century 21 Topsail Realty, Portsmouth, RI
Ultimately, real estate agents are more than transaction facilitators—they are essential connectors in the process of finding not just a house, but a community. Through these connections, they help homebuyers build lasting relationships and discover the true joy of homeownership.
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