The data: A newly released ServiceLink study reveals that home price offer and negotiation is the top stressor in the homebuying process (cited by 19% of buyers). But other factors are also bunched at the top, including understanding the paperwork (15%), the closing process (12%), and securing a good mortgage rate (12%).

Digging into the data: Some issues are related to general finances, including the down payment (which is tied to savings), securing a good mortgage rate (credit score, alternative credit, and income), and coming up with the fees and/or closing costs (savings again). To fund a down payment, most consumers (77%) draw from cash or savings. That’s consistent among generations, but millennials are far more likely to pull from their 401(k) funds (37%, versus 27% of buyers overall). They and Gen Zers also disproportionately rely on family and friends: 47% of Gen Zers and 41% of millennials borrowed from or pooled money with friends or family, compared to 35% overall.

Implications for banks: Nonbank lenders have cemented their lead in mortgage originations, as we discuss in our March 2026 report Consumer Lending Trends 2026. With the right service model and technology, banks could regain some of that ground. Many homebuying factors—from understanding mortgage paperwork to navigating closing and choosing a lender—fall within the bank’s sphere of influence. To capitalize, banks need to play a more active role in guiding and educating customers across mortgage shopping, origination, and servicing.

The opportunity splits into two parts: anticipating needs and delivering timely products. Banks can use spending patterns and other behavior to identify when a customer may be preparing to buy a house. The product component is “continuous lending”—surfacing relevant credit products to customers at the moments they are most likely to need them—then guiding them through application, underwriting, and funding. AI is making the technical components easier, but the bigger hurdle is strategic, as banks first must rethink their strategy for how they participate in the homebuying process.