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Are You Prepared for the Borrower of the Future®?

July 3, 2018

Uber. Zipcar. Airbnb. New concepts that are now mainstream and indicative of the demographic, financial, technological and cultural forces transforming America and reshaping how people think of themselves, their families and their future. The market is changing and along with it, our home buyers.

Borrower of the Future

To prepare to meet the evolving needs of the next
generation of homebuyers, we need to understand them. That’s why Freddie Mac is studying the behaviors and attitudes of different demographics and their views of homeownership. We’re also partnering with thought leaders on future trends – such as New York University Professor Arun Sundararajan – to shed light on how emerging trends and socioeconomic shifts, such as digital technologies,
affect homeownership.

Our goal is to help you better understand the hopes and fears, characteristics and challenges of the Borrower of the Future as they relate to homeownership, and find ways our industry can innovate to address the emerging market realities.

Here are some key trends to consider:

  • America is becoming a more diverse nation, and our ideas about family, tradition and independence are becoming more diverse too.
  • Optimism about homeownership is on the rise in minority communities, and as America becomes a “majority-minority” nation, that may change our idea of what “home” means – and who lives there.
  • The nature of employment is changing, with more self-employed and contract workers and the digital age allowing work to be done from virtually anywhere.
  • In an on-demand world, no one wants to wait. Younger borrowers expect a frictionless, digital-first experience.
  • With many coming of age in the Great Recession, the Borrowers of the Future tend to have lower levels of accumulated savings.
  • Baby boomers are “aging in place” and millennials are likely to live with their parents.

These are just a few of the trends. For more, including the latest article by Professor
Sundararajan's, "How the Sharing Economy Could Transform the US Housing Market," visit The article is the first in a series that will examine how the sharing economy and new ways of working are altering the homebuying process.

For More Information