The Evolving American Dream: What the New Coldwell Banker® Report Reveals About Today’s Homebuyers

The Coldwell Banker® American Dream Report launched yesterday, and it is already sparking meaningful conversations about the state of homeownership in America. More than a collection of data points, the report offers a compelling look at how consumers are navigating a fast-changing housing landscape—and what that means for real estate professionals.

Why This Report Matters

In a market defined by quick shifts and constant competition, clarity is critical. The American Dream Report provides a statistically grounded understanding of how today’s buyers are thinking about homeownership: their motivations, their concerns, and the tradeoffs they’re willing to make.

One of the most notable findings is that 84 percent of Americans are willing to make concessions in order to purchase a home. These choices aren’t signs of settling. Instead, they reveal a new level of intentional, strategic decision-making.

Today’s buyers are exploring:

• More affordable submarkets

• Supplemental income sources

• Alternative ownership models

• Long-term equity opportunities over short-term perfection

The dream of homeownership isn’t disappearing—it’s evolving. Buyers are adapting, recalibrating expectations, and taking thoughtful steps toward long-term stability.

For real estate professionals, understanding these insights adds real value. It equips sales teams to better connect with clients, deepen conversations, and guide buyers through an increasingly complex landscape.

How Real Estate Professionals Can Use This Report

The American Dream Report is designed not only to share high-impact insights, but also to empower affiliated companies and agents to engage their local markets more effectively.

Coldwell Banker Vice President of Marketing Brandon Newman will be connecting with marketing directors to outline practical ways to leverage the report, including:

• Incorporating data into client conversations

• Using insights to shape local media outreach

• Enhancing social media storytelling with relevant trends

• Positioning affiliated companies as trusted market experts

By integrating these findings into your communication strategy, you strengthen your ability to speak directly to what today’s buyers are feeling and experiencing.

The Bottom Line

Despite delayed milestones and financial challenges, 85 percent of Americans still believe homeownership is part of the American Dream. It remains more than a transaction—it’s a cornerstone of life’s biggest decisions, from family planning to career growth to long-term financial stability.

To explore the full findings and see how the American Dream is evolving, visit the Coldwell Banker Blue Matter blog for deeper insights.