
How to Compete with “Billboard Agents” in Your Area (on a Budget)
There’s probably an agent in your area whose face seems to be plastered everywhere you look. You’re driving down the road and, boom, you see



If you’re a member of Gen Z and would like to buy a home someday, there’s a good chance you’ve already written off the possibility.
Rent, groceries, car payments, student loans, and just about everything else cost more than ever. And that’s before home prices and mortgage rates enter the conversation.
You don’t need anyone telling you how difficult it is. You already feel it. And it certainly doesn’t help when friends, family, the news, and social media make it sound like nobody can afford to buy a home these days, let alone someone your age.
So, it’s understandable if homeownership feels impossible.
But here’s a sliver of hope…
A record number of Gen Z buyers are proving it isn’t impossible.
According to a recent ICE Mortgage Monitor report, Gen Z accounted for 20% of all purchase mortgage rate locks during the second quarter of 2026. That’s the generation’s largest share on record.
A mortgage rate lock temporarily secures a particular interest rate for a buyer while their loan is being processed. It doesn’t guarantee the purchase ultimately closed, but it indicates they were actively in the process of buying a home.
In other words, one out of every five mortgage rates locked by someone buying a home was for a member of Gen Z. They also accounted for nearly one-third of all first-time buyer loans.
Not that that isn’t surprising enough to hear given how people make it sound out there, but to put it in even more context, Gen Z is composed of people between the ages of 14-29 years old. The entire generation isn’t even of home buying age yet!
One of the biggest obstacles potential first-time buyers face isn’t always their income, credit score, or savings.
Sometimes it’s simply assuming they won’t qualify without ever speaking to someone who can tell them for sure.
You may think you need a 20% down payment. You may assume your student loans automatically prevent you from qualifying. Perhaps you believe your credit needs to be flawless or that there aren’t any first-time buyer programs available where you live.
Those assumptions could stop you from taking the first step, even if you’re closer to being able to buy than you realize.
And even if you aren’t quite ready today, finding that out doesn’t make the conversation pointless. A knowledgeable real estate agent and reputable mortgage professional can help you understand what’s standing between you and buying a home.
You might find out that you need to improve your credit, pay down a particular debt, build more savings, or adjust the price range you were hoping to qualify for. That may sound discouraging, but knowing exactly what you need to work on is far more useful than vaguely assuming homeownership is entirely impossible.
No, the market isn’t easy for first-time buyers right now, and nobody should pretend otherwise. Buying may require patience, planning, and some compromises.
But difficult isn’t the same as impossible.
If owning a home is one of your goals, don’t rule yourself out based on what you’ve heard or how far away it feels. Find out what’s actually possible.
You may discover that homeownership is still a few years away.
Or you may discover that “someday” is closer than you think.
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This article was published on April 5, 2013 by Amy Curtis and is being republished with her permission. With the spring market underway, my days
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