Four in ten aspiring homeowners still holding back, despite rising confidence

Despite growing confidence - with three quarters (75%) saying they feel positive about their mortgage options - many aspiring buyers are holding back at the final hurdle. Concerns around affordability, market conditions, and uncertainty about what they can borrow continue to delay decision-making.

This highlights a widening disconnect between confidence and action. While many aspiring buyers feel financially prepared, hesitation driven by confusion and misconceptions is holding them back. MAB’s findings suggest the barrier is no longer just financial, but one of clarity and confidence, with many closer to purchasing than they realise.

Strong motivation - but delayed decisions

The research shows that homeownership remains a powerful goal for prospective buyers, with lifestyle and financial drivers firmly intact:

●       Nearly half (47%) say stability and security is their biggest motivation for buying

●       41% want the freedom to decorate or own pets

●       37% are focused on building long-term wealth

However, these ambitions are being tempered by perceived financial barriers:

●       45% cite high property prices as a key obstacle

●       44% say saving for a deposit is holding them back

Crucially, nearly a third (31%) admit they lack understanding of the homebuying process itself – highlighting that confusion and lack of guidance can be just as significant as financial constraints. This creates a clear “confidence gap” among aspiring buyers – where ambition is high, but action is delayed.

Waiting for the right moment

The data suggests aspiring homebuyers aren’t lacking intent: they’re holding back at the final hurdle. With 41% waiting for the right ‘sign’ to act, the findings raise an important question: are aspiring homeowners delaying their purchase unnecessarily due to misconceptions about affordability?

This comes despite wider signs of resilience in the housing market, with first time buyers continuing to drive mortgage activity in 2026. Against a backdrop of ongoing market volatility and economic uncertainty, affordability conditions have shifted in recent months. Despite this, regulatory changes, evolving lending criteria, alongside more flexible deposit options and increased use of family support, are helping to open more routes onto the ladder. However, while conditions are gradually stabilising, many remain uncertain about what’s realistically within reach.

Bridging the confidence gap

The major challenge facing prospective buyers is no longer just financial, but informational. Despite evolving mortgage products and changing borrowing conditions, many remain unaware of what may already be within their reach.

Ben Thompson, Director of Home Moving Strategy, Mortgage Advice Bureau, said:

“First time buyers today are more resilient, prepared and motivated than ever before, but too many are still held back by uncertainty and misconceptions about affordability.

“Over the past year, we’ve seen real changes in affordability, supported by regulatory developments, evolving lending criteria and alternative routes to the ladder – giving buyers more options than ever before, but not always the confidence to act.

“Speaking to a mortgage adviser can help bridge that gap, giving buyers a clear view of what they can afford, what they can borrow and the support available to them. With the right advice, what feels out of reach can quickly become achievable.”