
Gen Z, Finance, and the First Home Purchase Consideration
This is the final project for the class SCS 2875: The five-post blog project will analyze how the current generation views the processes of renting, buying, and the options in between. Methodology will include an interview with a real estate and finance representative, a survey of people in the same generation, and a survey applying the foundations of public relations and EEAT theory to understand how first-time homebuyer communications occur.
POST 1 — Interview #1 (Real Estate Expert)
Misconceptions About Money Among First-Time Homebuyers: A Realtor Mother’s Perspective
Category: Money & Real Estate Education
Topics: first-time homebuyer, finances of Gen Z, realtor interview, closing costs
Abstract
This piece has arisen out of a qualitative interview conducted with Patricia Forbes, a practising real estate agent in Toronto, in order to explore the ongoing misconceptions in first-time home buyers regarding finances. The focus will be on identifying mistakes and giving advice in the light of experience with a similar category of client to the writer in terms of age and related issues.
Introduction
Having a mother in the real estate sector influences the discussion of housing and finance, and this is where the author has heard many first-time buyer stories that include success, struggles, and the odd decision that doesn’t make sense financially. For the purpose of this investigation, the author conducted an interview with her mother, a real estate practitioner in Toronto. The overriding question in this investigation is: "First-time buyers misunderstand the following financial elements:"
Rationale
The person interviewed has experience working with clients much the same age and in the same circumstances as the author and his peers, who rent, finance their education through student loans and/or OSAP, supplement their income, and wonder if homeownership is feasible.
- The critical misalignment: focus on ill-equipped number targets
“As a rule, clients focus their attention on the interest rate while ignoring the payment and the cost of ownership,” according to the source. The order of events that has been noted to occur in a typical case is:
- Setting a price range based on peer purchase decisions
- Securing pre-approval and treating the number as a maximum cost limit
- The failure to test stresses related to rate variability and income variability
Core question restated: The question to be asked instead of “What can I be qualified for?” is “What payment can I make each month that will not cause ongoing resentment of the mortgage?”
Implications For Generation Z:
- Build a simple budget each month to include:
- Mortgage payment
- Property tax
- Condominium Fees/Maintenance Fees (if applicable)
- Utilities & internet
- Insurance
- Personal budget based on life realities (food, transportation, entertainment, and emergency funds)
- If the total balance is a source of discomfort, then the ownership structure might be unadvisable financially, regardless of the lenders’ approval for the loan.
- The triad of common rookie mistakes
The interviewee listed the three most frequent financial mistakes made by first-time buyers in their 20s and early 30s.
2.1: Falling in love before pre- approval
Prospective purchasers view homes, form an emotional connection, and then face the constraints of securing funds to purchase a home. Obtaining pre-approval is more than an administrative process and encompasses the following:
- Build a real budget
- Improves the competitiveness of the offer
- Requires pre-emptive organization of credit and documentation
2.2. Ignorings Costs
The second frequent mistake is the failure to consider closing costs. "Buyers put together a down payment and find that there is a large gap to make up for closing costs, such as attorneys' fees and transfer taxes."
Tips for first-time purchasers: Set aside approximately 3% to 4% of the purchase price for closing costs, depending on the province and rebates that apply. The importance of preserving available reserves for the client is emphasized by the fact that “it is always better for a client to delay a purchase than to draw upon the last remaining financial reserves available to them,” because “living in a house with no emergency funds is financially precarious.”
2.3. Day Two Costs
Lastly, the so-called “day two” problem is examined:
“You do not move into the MLS photos,” she said laughingly. “You move into a real house, possibly needing painting, furniture, window treatment, and perhaps new appliances. Those are real costs.”
"One thing she recommends doing before making a purchase is a "pre-purchase assessment": in the space you are in, you make a list of things that you know you will need to replace in a new house and put a price tag on each."
- Recommendations to Gen Z before arranging a showing
Late in the interview, I asked what she would like people in my demographic to accomplish six to twelve months before a purchase decision is made. She gave a three-step homework assignment:
- Get a copy of one’s credit score and correct any discrepancies. “Do not wait for the bank to discover an old phone bill in collections,” she said.
- Regular and stable savings pattern: This involves predictability instead of irregular cash outflows. “I would like to see the $500 per month deposited into a ’future home fund’ instead of nothing for the first three months and a surprise $2,000 payment afterwards.”
- Track the total expenditures incurred per month for a period of 90 days.
"A knowledgeable real estate practitioner might offer options," she said, "though only the client has a clear sense of the level of compromise they are prepared to make in order to accomplish financial feasibility."
- Personal Reflection: Balancing Financial Factors with Emotional Elements in Real Estate
By thinking critically about my mother’s perspective, I realized that it deviated from the typical representation characterizing the experience in the typical TikTok videos, where homeownership is fundamentally an experiential feel. My mother views the experience differently, where she sees the commitment in terms of a recurring payment associated with homeownership. The important thing to take note of in my mother’s perspective is that she has the tendency to discourage potential buyers if the financial experience doesn’t make sense.
“I’m clearly not doing you any favours in securing a house that you cannot comfortably afford,” my mother said.
“A good real estate agent values long-term comfort in excess of short-term gain,” she added.
“Besides,” she said, “if I don’t mean anything to you, the house will be a less important priority to you. This highlights the type of practical know-how that simply cannot be mimicked by artificial intelligence: the experience of pattern recognition derived through observing numerous people go through the same decision-tree process for numerous years in a row.
Expert bio & link
Patricia Forbes is a licensed real estate agent with 5 years of experience helping first-time buyers and young families in Toronto. You can learn more about her work at https://www.realtor.ca/agent/2087273/patty-forbes-1858-queen-street-e-toronto-ontario-m4l1h1 or on Instagram at @pattyforbes_realestate
POST 2 — Interview #2 (Finance Expert)
RRSP, TFSA or Down Payment? A Finance Dad’s Framework for Our Generation
Category: Personal Finance
Topics: investing, down payment, Gen Z, financial planning, interview
Since my mother focuses on square footage and such when speaking of finances, my father talks in spreadsheets. My dad lives in the realm of [brief description: e.g., “investment management,” “financial planning,” etc.]. Hence, I went to my dad because he knows the intersection point of numbers and their effect in the real world—he sees how peoples’ emotions, such as fear and FOMO, appear in their balance books. The question I asked him was the central question for Gen Z: “What advice would you give a face like mine to handle the conflicting goals: investment, paying off loans, and putting funds for a down payment?”
- Set a primary goal to eliminate indecision
The basic difficulty, he said, is not in making the wrong decisions but in deciding at all. People try to do two things at the same time and make little progress in either. The first thing he recommends doing is:
- List the three most important monetary objectives:
- Determine the one that has the most significant repercussions in the next three years.
- If the purchase of a home is in fact the priority, then this should be represented in the cash flow. If this is not the case, then the belief is that the goal is a dream and not a plan. There is no dislike of investment and travel—he dislikes the unknown.
- The Three Buckets approach applied to people in their twenties
I asked for a framework that is practically implementable by an individual in my demographic. He has recommended the following three-bucket model:
- Security Bucket: Emergency fund and payoff of high-interest rate debt
- Growth Bucket: RRSP/401(k), TFSA, or Other Investments
- Goal Bucket: Down payment or other short-term goals
Before delving into the topic of down payments versus ETFs, he emphasized the need for Security Bucket Basics—to maintain an emergency fund and work off high-interest debt.
His blueprint for a twenty-something with a stable income began with the following allocations:
- 40% to Security Bucket (until three months of expenses in cash and high-interest debt is paid off)
-30% to the Goal Bucket (such as a possible down payment)
- 30% to the Growth Bucket (Long-term Investments)
"Exact percentages are adjustable, but the encumbrance is clear: avoid a financial structure based on unstable foundations," he said.
- Rethinking Homeownership from a Financial Perspective
Given the current trends in the housing sector, I inquired if ownership is an intelligent choice for our generation. He answered that the answer is area and individual goals, and in some areas, the highlight of ownership is actually the discipline and stability and not the gaining of riches aspect of it. The financial reward of ownership, according to my husband, is:
- Equity Growing with Each Mortgage Payment
- Apparent long-term increase in property value due to inflation, but no guarantee - Fixed-rate mortgages acting as a hedge against rent escalation By contrast, the advantages associated - Increased mobility in terms of employment, education, and personal relationships - Lack of Unforeseen Repairs, Property Taxes, and Condominium Fees - The possible investment of the difference between the cost of rent and ownership to accumulate significant wealth "The important point is that people tend to spend instead of properly investing the difference," he warned.
"In general, ownership will be a good choice for people who value stability and are ready to forego liquidity, while for those who value the advantages of flexibility, the combined rental and investment approach will be equally effective," he said in conclusion. 4. Family dynamics in financial and real estate matters I observed that he is married to a realtor. Do such circumstances give rise to “frequent disagreements”? “Of course, disagreements emerge with a focus on the timing and implementation issues and not the deepest principles,” he said in answer to my question. His wife focuses “on lifestyle and the importance of the local, immediate community,” while he focuses “on cash flow and the risks associated with the possible loss of employment in the short to medium term.” For those with doubts, “you should be able to embrace the need to live the life she wants and the need to provide for the risks associated with possible unemployment in the short to medium term.” 5. Personal takeaway: a framework over subjective impressions It is clear from this conversation that Generation Z derives more value from structured systems such as The Three Buckets than from fleeting opinionated advice. The elements of housing and interest rates are out of one’s control, but one has the ability to control the level to which the lack of specificity in their personal finances will be tolerated. The takeaway that is most relevant for implementation is to pick a first priority consciously because, otherwise, following social and friends’ decisions will provide the answer indirectly. This is the type of experiential advice I hope to offer in this blog.
Expert bio & link
Patrick Forbes works incorporate finance, financial planning investment management and has 40 years of experience helping clients balance debt, investing, and major purchase decisions.https://www.linkedin.com/in/patrick-forbes-19618561/
POST 3 — The Poll Post
Does Gen Z Still Want to Buy Homes? Findings from a Network-Based Survey
Category: Research & Trends
Topics: Gen Z, housing, poll, survey, homeownership
Abstract
This particular post aims to broaden the outlook presented in parental perspectives by adding statistics from the same generation of people. Despite the fact that the purchase of a first home is commonly regarded as a defining adult achievement, its applicability can be questioned in light of current economic realities regarding student loans and the price of housing in urban areas. There has been a short, anonymous poll to evaluate the attitude of people in their twenties regarding the purchase of a first home in the following decade and a half.
- Rationale for the poll
Through social media postings and family dialogues, views appear to be divided into two groups:
- Camp A: Homeownership continues to be a priority.
- Camp B: The indefinite rental is acceptable.
For the purpose of venturing out of the realm of speculation, an anonymous poll was implemented to ask: How do people in their twenties view homeownership in the next decade and a half?
- Method
Platform: Using Instagram Stories using a Google Form link
Audience: Friends, classmates, colleagues, and their networks
Instrument: Six Questions
Age: Primarily 19-30
Questions include:
1. How old are you?
2. Would you prefer to rent (vote yes) or buy a home (vote no) in the next 10 to 15 years?
3. Explain why you chose the answer in question above.
4. What is the biggest issue for you now regarding your housing situation?
5. If an extra $500 a month were available in your income, what would be the priority: paying off debt, investing, or a down payment?
6. Do you think the housing market in Toronto is sustainable?
The following images below are clips of results from poll in chronological order:
3. Findings from the poll
Age (Question 1)
All the participants (100%) fell in the age bracket of 19-22 years. Thus, the findings give an insight into Generation Z alone and from no other age group.
Buying vs Renting in the Next 10 to 15 Years (Questions 2 and 3)
The answer to the binary question reflected full agreement with "yes," as specified in the form regarding the preference for renting.
Nonetheless, the qualitative questions elicited a divergence of views:
- “I would prefer to rent because it is cheaper.”
- "Buy, I would like to own a home in the future."
Consequently, a degree of ambivalence emerges in that the advantages of renting are evidenced in the short term, but ownership remains a long-term desire.
Current housing issues (Question 4)
When people are asked about their most important housing issue, the following themes emerge:
- Lack of affordability and rental/purchasing options in Toronto
- Requirement for roommates
- Income instability
- Living at home by choice/necessity
Overall, the impression is that the Toronto housing market is expensive, income security is in question, and some people are staying in their parental homes out of necessity.
Additional allocation of $500 a month (Question No. 5)
- 75% said they would use the funds for investment.
- 25% said they would save towards making a down payment on a house.
- The percentage that opted to repay the loans was 0%.
Consequently, the most preferred option, even in the midst of the housing crisis, was the growth of assets.
Toronto Real Estate Market Sustainability (Issue #6)
- 0% responded "yes."
- All responded to the question negatively.
All agreed that the current market is unsustainable in its present form.
4. Reflections on surprises and non-surprises
Non-surprising observations
- There appears to be a communal understanding that the Toronto housing sector is unsustainable, represented by popular media trends and dialogue.
Somewhat surprising observations:
- Though the responses to the survey favoured the rental option, the need to purchase a house was consistently cited in the process of decision-making.
- The majority of the subjects expressed a desire to invest more money, instead of setting aside funds to save for a house right away.
All these findings resonate with the views expressed by parents in other related interviews: a real estate expert (mother) warned against too much leverage to “get in,” and a finance expert (father) advised to first stabilize finances before venturing into homeownership.
5. Limitations: why the results above will not generalize to the entire Generation Z
To acknowledge limitations:
- Extremely small sample size: Only four people responded.
- Limited age range: All the participants fell within the age bracket of 19 to 22 years, and thus, the findings cannot be generalized to older people in Generation Z
- Toronto-specific: contains possible direct references to Toronto in the responses.
- Design question issue: the way in which the second question was framed in a yes/no format ("rent = yes," "buy = no") may have confused participants to the point where the results are affected.
POST 4 — Opinion
Renting in One’s 20s Does Not Mean Forfeiting Homeownership Prospects
Category: Opinion
Topics: Renting vs. buying, Generation Z, housing crisis, personal finance
Whenever I tell people my mom is a real estate agent, and my dad works in the finance industry, they think I’ve already mapped out my entire life regarding housing.
Spoiler: I absolutely do not.
I rent now, and I’m planning to rent for a little while longer, too. This doesn’t mean I’ve “given up” on the dream of homeownership—it means I understand life and its realities.
1. The script passed down to us: “Buy as soon as you can.”
The script that many of us learned in our childhoods is the following:
- Graduate
- Get a full-time job
- Save aggressively
- Purchase a starter home or a condo as soon as possible
Having a house was conceptualized as:
- The Final Mark of Adulthood
- The default “best” investment
- *A “moral badge” for those who are financially responsible*
- If you were renting in your thirties, people would tilt their head and ask, ’So… when are you buying?’”
2. The Reality We’re Living: Higher Prices, Different Risks
Our Reality Looks Different:
- The price of housing in many Canadian cities has escalated faster than entry-level wages.
- Precarious work (contracts, gigs, irregular schedules) is a normal experience for many of us.
- Problems with student loans remain in the background.
"Stretching" to purchase for my parents and their generation meant:
- Tightening the budget a little
- Perhaps the solution to the housing issue is to find
For our generation, extending ourselves might mean:
- Allocating 50-60% of net income to housing
- Having little to no emergency fund
- One surprise bill away from serious financial problems
3. The advantages I receive by renting that I don’t receive if I owned the apartment:
Within my own experience, in my 20s, the advantage of renting is that I gain three things:
Career Flexibility: I can consider internships, contracts, and other locations in the country regarding the matter of selling.
Financial breathing room: I can save for an emergency fund, invest, and pay off any debt without any payment overriding my choices.
Experiment time: I’m still working out where I really want to end up living in the long term. Picking the wrong city and neighbourhood to “own” an apartment in feels like a bigger gamble than renting.
Owning a home at the present moment means turning down some of that. It’s not that I don’t ever want to say no, but I don’t want to quite yet.
4. But I’m not anti-homeownership
Here’s the twist: I also want to purchase a house. Not because I think it’ll automatically make me rich, but because I find the concept of stability appealing and the concept of personalizing my area without needing any approval appealing. I also enjoy the notion of watching equity accumulate over the years.
When I talk to my mom about this, she reminds me that it’s more than a number in a column in a spreadsheet—it’s also a question of neighbourhood, roots, and how you want to live life day to day. When I talk to my dad, he reminds me that it is also a stake in one investment, in one place. Both views, in my opinion, are correct.
5. My message: “Right later” is better than “wrong now.”
My view is this:
- Renting in your twenties can be a proactive move and a good decision—not a failure.
- What is much more important than the tenure issue of rent vs. ownership is the question of whether your financial actions:
- Your situation should align with your real life and values
- Don’t put you in constant financial panic
- Leave room for future options
I'd rather rent in a way that allows me to accumulate savings, career capital, and mental well-being in the present and own later, when I can afford to buy a place without resenting it, instead of rushing to own an item and suffocating quietly beneath its weight.
6. What I’m actually doing (and what I’m not)
To keep myself accountable, I will list what I’m doing presently:
- I systematically save each month through an automatic transfer to a "Future Home/Future Me" savings account, no matter how modest the amount.
- I’m gradually investing through [e.g., TFSA or RRSP], and this way my future won’t be solely reliant on the value of one property investment.
- I’m keeping track of my expenses
What I am not doing:
- I’m beating myself up because I don’t own anything yet.
- Comparing myself to influencers who bought at 22 with the assistance they do not reveal.
- Portraying renting as an immoral activity.
7. Why this matters to my blog. The internet has a tendency to polarize this issue: “Renting is throwing money away!” “Owning is a boomer scam!” The truth, as always, lies somewhere in the middle. My blogging activity aims to be truthful about the messy middle through: True-life examples from my parents' work experiences Actual data from polls and research My experiences in attempting to live life as a trust fund baby If there’s one thing I want my Gen Z audience to take away, it’s this: You are free to put the values of stability, adaptability, and mental well-being before meeting another person’s mark on their schedule. Home ownership need not be the end of your story.

POST 5 — Content Marketing #EEAT Analysis
Does This First-Time Buyer Guide Actually Help? A Real-Estate Content #EEAT Checkup
Category: Content Marketing Analysis
Topics: content marketing, EEAT, real estate, case study
This case study will analyze a first-time homebuyer guide created by a prominent financial organization in Canada. This article is a long entry that shows up in the search results for the search term “how to buy your first home.” https://www.scotiabank.com/ca/en/personal/advice-plus/features/posts.3-essential-tips-for-first-time-homebuyers.html?
Given the topics of the blog: Generation Z, finance, and housing, the review will consider the following:
- Whether the guide will be of value to a first-time buyer
- From the point of view of public relations and web communications: Whether the content reveals an in-depth level of expertise and credibility regarding EEAT issues, and, alternatively, whether it amounts to generic content created for SEO purposes
Objectives of the guide
The guide is designed to assist first-time home buyers and covers:
- Explanations of basic terms such as down payment, pre-approval, and closing costs
- Step-by-step process from savings to the day of move-in
- Links to calculators and mortgages are interspersed throughout
All of the above are elements of the expected standards, and the question is how well the guide facilitates the achievement of these elements.
This guide clearly shows technical know-how, but could be much more realistic in form if it contained anecdotal examples or quotes from real first-time purchasers and their counsellors.
Personality: How much personality is there in the voice, or is the text simply a brand tool?
The voice is objective and professional but clearly corporate in tone.
Characteristics noted:
- Lack of an identifiable author
- No quotes
- There are no real-life examples, and the target audience is positioned as “you, the homebuyer.”
This might serve the purpose in the pre-artificial intelligence age. When the air is thick with neutral and polite copy, the presence of a human voice becomes imperative.
Perhaps a few improvements would be made in remembering and expressing humanity through:
- Opening one-paragraph story (such as “Sam and Noor bought their first condominium in…”)
- Sidebar: Giving first-time buyers advice via an imagined message from an advisor
These elements might make the guide more memorable and accessible.
Trust and Authority: Do you trust the document?
The presence of a major bank results in strong trust indicators, which include:
- Brand identity and logo
- Secure website
- Access to tools (calculators, branch locator, pre approval form)
- Legal notices at the page footer
All the above characteristics are indicators that the information is coming from a known and established organization regulated by a defined set of rules.
Areas of weakness include:
- Lack of interaction with independent sources (such as CMHC, governmental housing websites)
- Lack of attribution for statistics and statements
- Lack of clear instructions regarding the circumstances in which buying might be inadvisable
In the perspective of Gen Z, where there is a tendency to distrust large institutions, greater transparency regarding trade-offs and more sources might increase integrity levels.
Format & mobile: how readable will this be on my phone?
On my phone, the guide is:
- Broken into short sections with subheadings
- Primarily short paragraphs and bullet points
- Easy to skim
Overall, the basic mobile readability is quite fine.
Where it Could Improve:
- There are very few illustrative examples (such as a breakdown of how your monthly payment is spent)
- No video at the top gives a one-minute overview of the process.
What I learned for my own blog
When I examined this guide through the perspective of #EEAT, I learned some things:
Specific > generic
The Canada-specific rules and number examples are the strongest areas. They’re also the toughest to convincingly fake for an AI model.
Humans > Brand voice only.
I want to be able to relate to the communications I read through the personality of quotes, short stories, and an author's name as a reader. This is how I will be able to trust and remember the information I’m reading.
Honesty generates trust.
I would find the guide easier to trust if it acknowledged where a rental might be a good option, and if it linked to other sources to verify its information.
Format matters.
Making paragraphs short, using clear headings, and employing simple images has a huge effect in mobile design.
For my own posts regarding Gen Z and housing, I will:
- Maintain the clear structure presented in this guide
- Add real expert voices from my interviews
- Add poll data from people my age
- Be more forthcoming regarding the trade-offs involved in renting versus buying
In other words, I want all the things that this bank guide does well, plus the human side that is missing. I believe that quality content marketing and the best practices of PR in the AI age mean quality information combined with real people, real stories, and a sense of honesty.
Thank you for reading!
This blog began as my final project for the U of T class SCS 2875, but I’ve really enjoyed applying what I’m learning in class to my conversations about money, housing, and life in Gen Z. I’ve really enjoyed this class, and I’m grateful if you have taken the time to read along:)
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