New survey shows uncertainty and confusion pushing Canadians to seek expert advice
First-time homebuyers are increasingly searching for reliable expertise as they contend with affordability challenges and widespread economic uncertainty.
Scotiabank’s latest Housing Poll reveals that 95% of prospective buyers say solid advice would make them feel more secure as they approach the largest purchase of their lives and almost half expressed concerns about making a costly mistake at a time when budgeting is tight and housing options feel limited.
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Survey results highlight a market that feels increasingly out of reach with more than half of newcomers to the market (56%) citing affordability as their biggest challenge and another 47% worrying about the uncertain economic environment, while 43% fear choosing the wrong home or mortgage.
Job security is also shaping decisions with 43% of first-time purchasers saying that employment stability factors heavily into mortgage planning, compared to only 28% of Canadians overall. Among those aiming to buy within five years, 53% feel homeownership is currently unattainable, and 62% say the financial climate is pushing their plans back.
“Scotiabank’s latest Housing Poll shows that nearly half of first-time homebuyers worry about making the wrong decision and place clarity and guidance at the top of their needs when taking their first step into homeownership,” says Matthew Grey, Vice President, Real Estate Secured Lending at Scotiabank.
While trust in lenders is critically important for 78% of first-time buyers, 92% still find the mortgage journey difficult to navigate; a much higher share than Canadians overall (68%). Even with half of respondents turning to loved ones for insights, 27% still report lacking dependable guidance.
The poll further revealed that 72% prefer to keep their financial services under one roof, and 67% want more straightforward information about what it takes to own a home.
The Harris Poll Canada conducted the survey between September 24 and 26, 2025, with a sample of 3,064 adults weighted to reflect the national population.
