4 Min Read
Our latest housing report shows a market in standstill. But most business leaders are treating it as someone else’s problem. The Harris Poll’s State of Real Estate 2026 shows why that’s a mistake.
The vast majority of Americans would rather stay put than face today’s mortgage rates (77%). Three-quarters say economic uncertainty is keeping them from making a move (75%), leaving buyers and sellers stuck in place. And 70% say the market feels stalled, with homes sitting longer and fewer transactions happening overall.
Download the full report on The State of Real Estate 2026.
The Scale of the Shift
Americans haven’t just lost confidence in the housing market, they’ve lost confidence in the systems around it.
This disillusionment with the American Dream shows up in the data:
- Nearly 70% say you need a six-figure income to afford homeownership – up five points since 2024
- 63% don’t believe housing will become affordable again, even if interest rates drop
- 68% say homeownership feels less like a goal and more like a privilege
- 76% say investor activity is driving housing unfairness and rising costs
- 74% say the American Dream is becoming a rental reality, as more homes shift to institutional buyers
- 75% say starter homes are now priced like luxury properties
- 65% say starter homes barely exist anymore
That kind of frustration doesn’t stay targeted at hedge funds. When people feel locked out of ownership by forces they can’t influence, they start questioning which institutions (businesses, brands, etc.) are also part of the problem.
What it Means for Your Business
Your talent strategy has a housing problem: Gen Z isn’t following opportunity the way previous generations did. Two thirds say housing shapes their life choices more than their career. This means that location strategy, remote work policy, and compensation benchmarking all look different. If your talent strategy doesn’t account for housing, it has a blind spot.
Your customers are cutting back: Almost 60% of Americans say rising housing costs have forced them to reduce discretionary spending – up six points in two years. Across retail, leisure, financial services, and consumer goods, the brands with the clearest read on which segments are most squeezed will make smarter decisions than those treating it as a macro trend to monitor from a distance.
Trust is fracturing and brands will feel it: 40% of Americans believe the government will act meaningfully on affordability in 2026. That optimism splits sharply – 31% of Democrats versus 55% of Republicans. For brands with ESG commitments or community investment programs, understanding where trust is fracturing is essential context for how your messaging lands.
The Big Lesson for Business Leaders
Americans haven’t given up on the dream of owning a home: 85% say they’d still rather own than rent. What they’ve lost faith in is the system’s ability to get them there.
That tension of high aspiration and low confidence is the kind of societal shift that reshapes consumer behavior, workforce expectations, and brand trust simultaneously. The leaders best placed to navigate it are those treating this data as a strategic input, not a news story.
Download the full report on The State of Real Estate 2026.
Methodology
The Harris Poll’s State of Real Estate 2026 is based on a nationally representative survey of 2,141 U.S. adults, conducted February 12–14, 2026. Contact us to explore what the findings mean for your organization.
