In a market shaped by evolving buyer expectations and economic uncertainty, the 2025 CMHC Mortgage Consumer Survey offers valuable insights for real estate professionals. Drawing on responses from nearly 4,000 mortgage consumers, including first-time buyers, repeat buyers, renewers, and refinancers, it highlights how Canadians view homeownership, what they are looking for, and how they perceive professionals.

These findings are critical for supporting clients and tailoring services better.

Real Estate professionals Remain Indispensable, even to Experienced Buyers

Real estate professionals continue to be the most trusted professionals in the homebuying process; 30% of mortgage consumers identified real estate professionals as the most valuable person involved in their purchase, more than any other category of professional.

Among first-time homebuyers, 28% ranked their professional as the most important member of their team. Among repeat buyers, that number rises to 37%, which is noteworthy. Those who have previously gone through the homebuying process place even greater value on professional real estate guidance the second time around.

This shows how expertise remains crucial. Buyers are looking not just for someone to show them listings, but for a professional who can navigate intricacies and hurdles, to be a trusted advisor—not just a facilitator.

Providing high-touch, tailored service rooted in deep market knowledge can help continue this trend. Developing consultative relationships, offering clear financial guidance, and proactively managing buyer expectations can set you apart. 

Buyers Are Spending at Their Limit

A large proportion of buyers are reaching deep into their financial capacity; the survey reported that 65% of first-time buyers and 40% of repeat buyers paid the maximum amount they could afford.

Educating clients on affordability, contingency budgeting, and helping them identify value-driven properties is important to help meet client needs. Emphasizing realistic expectations and preparing them for potential unexpected costs (legal fees, repairs, inspections) will build trust and credibility.

Buyers Still View Homeownership as a Smart Investment

Across all buyer segments, confidence in homeownership remains remarkably strong. 79% to 82% of respondents believe homeownership is a good long-term financial investment. Additionally, 70% to 75% expect the value of their home to increase over the next 12 months.

This suggests clients may be more willing to stretch their budgets or invest in properties with strong appreciation potential. Positioning homes as long-term financial assets, especially those in growth corridors or near future infrastructure, can resonate strongly with today’s buyers.

Secondary Suites Are a Major Selling Point

Multigenerational living, rental income, and affordability are reshaping buyer priorities. 20% of homebuyers said the desire for a secondary suite was a key reason for their purchase. 28% of all mortgage consumers already own a secondary suite, and 9% plan to add one.

This means properties with existing secondary suites, or with clear potential to add one, are increasingly in demand. As a result, professionals should understand local zoning, permits, and income potential, in order to offer clients real guidance. Highlighting in-law units, basement apartments, or garden suites in listings can be a major selling advantage. 

Green Features and Climate Resilience Are Growing Priorities

Sustainability is no longer a niche interest; it’s becoming a mainstream decision factor: 61% of homebuyers considered energy efficiency important in their decision-making, up from 57% in 2024. 47% bought a home that was already efficient, and 51% said climate resilience mattered in their purchase.

Homes with updated insulation, smart thermostats, energy-efficient appliances, or weather-resilient features will be more attractive than ever. Use this in your marketing, and be ready to talk about green upgrades and government rebates that may appeal to cost- and eco-conscious buyers. Be prepared to discuss the climate resiliency of properties, as well. 

Filling a Changing Role

The 2025 CMHC Mortgage Consumer Survey confirms that buyers place value in professional real estate guidance. From affordability pressures to rising interest in secondary suites and green features, today’s clients face a more complex homebuying landscape than ever. Real estate professionals need to continue simplifying the complexities of the homebuying process while also ensuring they deliver what buyers are actively seeking. By staying attuned to evolving buyer expectations and delivering consultative, insight-driven service, professionals can remain not only relevant, but indispensable.