Younger homebuyers are increasingly turning to AI for homebuying and mortgage information, as the latest home mover survey from HomeOwners Alliance (HoA) showed a growing digital divide in researching buying a house.
The 10th annual Homeowner Survey approached a nationally representative sample of 2,000 UK adults aged 18-plus, including 1,233 homeowners and 554 aspiring homeowners, to answer a range of questions on where they source information about home buying and selling and mortgages.
The results show a “market in transition”, said HoA, with younger homeowners and active buyers increasingly open to using AI-powered tools alongside more traditional sources of advice. Banks and building societies remain the most trusted source of homebuying and mortgage information, used by 51% of UK homeowners. Mortgage brokers are close behind at 48%, followed by comparison sites (38%) and property websites (37%).
Homeowners under 35 are combining traditional advice with a broader mix of digital and informal sources. They are nearly twice as likely as homeowners overall to use AI tools for homebuying and mortgage information, at 17% compared with 9% of homeowners. They are also more likely to turn to online forums, at 18% compared with 8% overall, and social media influencers, at 15% compared with 5% overall Family and friends also play a much bigger role for younger homeowners, with 33% relying on them for advice compared with 19% of homeowners overall.
By contrast, over-55s remain firmly rooted in more traditional sources. Some 57% rely on banks and building societies, while just 4% use AI tools and virtually none turn to social media influencers for homebuying or mortgage information.
The research also found first-time buyers want guidance and reassurance and are more likely than existing homeowners to seek personal and guided support, whether through an estate agent (35% v 28%) and family and friends (32% v 20%). First time buyers are also less likely to use comparison sites, at 28% compared with 45% for existing homeowners, or general online search, at 29% compared with 34%.
Interest in AI is strongest among younger homeowners, with 52% of under 35s saying they would be likely to use AI, compared with just 8% of over 55s. The findings suggest buyers currently see AI as a research and decision support tool rather than a replacement for professional advice or human judgement, said HoA. Among those open to using AI, the most anticipated uses are general advice (45%), property valuations (39%), calculating affordability and comparing mortgages (38%), researching areas (37%) and property search (34%).
Given the increasing use of AI in the legal process, fewer expect the technology to play a role in more complex or high-stakes parts of the process, such as reviewing contracts (30%), negotiations (29%), choosing an estate agent (24%), or securing a mortgage (24%). Nor is there an expectation it could speed up transactions (26% said it could), or improve communication between parties (25% said it could).
AI can help make better-informed decisions, reduce stress and gain better market insight, said respondents. HoA said the results suggests confidence, not just access to information, shapes how people navigate the buying process. For first time buyers in particular, the challenge is not simply finding information, but knowing which sources to trust and how to act on them. AI’s likely role then in the near term is supporting buyers and sellers with research, confidence and clarity, rather than replacing existing professionals or processes, said HoA.
The research highlights a homebuying market where trusted, traditional advice still matters said HoA CEO Paul Higgins, particularly for older homeowners. But younger and first-time buyers are already expanding the mix of sources they use, combining banks, brokers and estate agents with online communities, family advice, influencers and emerging AI tools. “Buying or selling a home is not just a transaction,” Higgins said.
“It is emotional, stressful and often the biggest financial decision people will ever make, so it is no surprise that buyers still want trusted human advice alongside online tools.
“AI has real potential to help people research the market, compare options and feel more confident. But it will not replace the role of good estate agents, mortgage brokers and other professionals who understand the local market and can guide people through the practical realities of moving home.
“What this research shows is that younger and first-time buyers are using a wider mix of sources than ever before. That should be a wake-up call for the industry. Buyers need clear, consistent and trustworthy guidance, whether they are speaking to an estate agent, using a property advice website or testing out AI. The challenge for the industry is to make sure technology improves advice and transparency, rather than adding more confusion to an already stressful process.”
