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Lender Playbook: How to Reach the New Generation of Homebuyers

Lender Playbook: How to Reach the New Generation of Homebuyers

Lender Playbook: How to Reach the New Generation of Homebuyers

Key strategies for attracting Gen Z and millennial buyers in today’s market

First-time buyers now account for 58% of agency purchase lending, and Gen Z makes up a growing 25% of those loans. But winning their business requires a fresh approach: digital-first experiences, alternative credit scoring, and tailored loan products. For mortgage lenders in Massachusetts and New Hampshire, this isn’t just theory — it’s survival. In this playbook, we’ll break down the strategies that resonate with today’s buyers and help you capture tomorrow’s market.

Why This Matters

The share of first-time buyers is shrinking overall, and the median age of a first-time buyer has risen to 38. Gen Z, though small in numbers (just 3% of all buyers), is punching above its weight by embracing FHA loans, family assistance, and affordable markets. Millennials, meanwhile, are stalling under the weight of rising home prices and stagnant incomes.

For lenders, the question isn’t if you should adapt to these buyers — it’s how quickly you can.

Offer FHA and Low Down Payment Options

Younger buyers are strapped with student loans and high living costs, making traditional 20% down payments unrealistic. FHA and other low down payment products have become lifelines. Highlight these programs in your outreach, and make sure your application process clearly explains requirements, insurance costs, and benefits.

Playbook Tip: Don’t just advertise “low down payment loans.” Provide easy-to-digest comparisons that show real monthly savings.

Embrace Digital-First Lending

Gen Z has grown up with apps, mobile banking, and online shopping. They expect the same ease when applying for a mortgage. That means:

  • Online application portals that track progress in real time
  • Virtual closings and e-signatures
  • Mobile-friendly communication (texts > voicemails)

Playbook Tip: Invest in user experience. A clunky or outdated digital system is the fastest way to lose a young buyer’s trust.

Expand Credit Access with VantageScore 4.0

Traditional FICO models miss many younger buyers who have limited credit histories. The adoption of VantageScore 4.0 by Fannie and Freddie now allows rental, utility, and telecom payments to count toward creditworthiness.

Playbook Tip: Educate buyers on how their rent payments or phone bills can help build eligibility. Position your firm as the one that “opens doors” others might close.

Focus on Affordable Regions

Gen Z and millennials are avoiding expensive coastal metros and targeting affordable hubs. While Boston remains out of reach for many, smaller Massachusetts and New Hampshire markets — from Worcester to Nashua — are becoming hotspots.

Playbook Tip: Tailor marketing to highlight affordable entry points in your lending region. Show young buyers where their money stretches further.

Educate, Don’t Intimidate

Younger buyers are financially cautious. They want transparency, not jargon. Offering educational content — from down payment savings tips to debt reduction strategies — helps position lenders as trusted partners rather than gatekeepers.

Playbook Tip: Host webinars, create short guides, or even offer 1:1 consultations specifically for first-time buyers.

The Lender Recommendations at a Glance

Here’s your quick reference guide to reaching tomorrow’s homeowners:

  • Emphasize low down payment / FHA products
  • Highlight digital ease with online applications and virtual closings
  • Promote new credit scoring models (VantageScore 4.0, rent/utility history)
  • Segment geographically toward affordable regions
  • Provide educational resources to build trust and financial readiness

Final Word

The next generation of homebuyers is smaller, more cautious, and more demanding of digital convenience — but they’re also motivated. By rethinking your lending approach now, you can not only capture Gen Z and millennial buyers but also build loyalty that carries into their next purchase.

At The Law Office of David R. Rocheford, Jr., P.C., we partner with buyers and lenders across Massachusetts and New Hampshire to ensure every closing is smooth, compliant, and future-ready.

Let’s talk about how we can support your lending process and protect your transactions — schedule a consultation today

Lender Playbook How to Reach the New Generation of Homebuyers

Providing title, escrow, closing and settlement services to clients throughout Massachusetts and New Hampshire

From Our Clients

“I would highly recommend David as a closing attorney. I have known David and have been using his office for many years. David’s professionalism when dealing with me, my closing department and most especially my clients has been always exemplary.”
DAVID BREMER

SENIOR LOAN OFFICER, SHAMROCK FINANCIAL SERVICES

“The Law Office of Attorney David R. Rocheford, Jr. is by far the most exceptional real estate law office that I have had the pleasure of working with. The professionalism is by far second to none.”
JACQUI KEOGH

SENIOR LOAN OFFICER, SALEM FIVE MORTGAGE SERVICES

“Attorney David Rocheford has provided settlement and title services for me and Greenpark Mortgage several years. He has assisted all of my clients, including my family and friends with mortgage closings. Always providing excellent service. Reliable and trustworthy!”
SANDRA MALDONADO

Recent News

Lender Playbook: How to Reach the New Generation of Homebuyers

Lender Playbook: How to Reach the New Generation of Homebuyers

First-time buyers now account for 58% of agency purchase lending, and Gen Z makes up a growing 25% of those loans. But winning their business requires a fresh approach: digital-first experiences, alternative credit scoring, and tailored loan products. For mortgage...

Gen Z Homebuyers: Small in Numbers, Big in Determination

Gen Z Homebuyers: Small in Numbers, Big in Determination

They may represent just 3% of all buyers, but Gen Z is determined to change the game. Armed with FHA loans, side hustles, and family support, these resourceful buyers are targeting affordable regions — not Boston, but places like Grand Rapids and Salt Lake City. In...

Why Fewer First-Time Buyers Are Entering the Market in MA & NH

Why Fewer First-Time Buyers Are Entering the Market in MA & NH

Once upon a time, the path to homeownership started in your late 20s. Today, the median age of a first-time buyer has climbed to 38 — the highest in U.S. history. In Massachusetts and New Hampshire, where prices remain high and incomes haven’t kept pace, first-time...

Federal Eyes on Real Estate: A 4-Part Insider’s Guide for Buyers and Sellers

Federal Eyes on Real Estate: A 4-Part Insider’s Guide for Buyers and Sellers

Federal Eyes on Real Estate:

A 4-Part Insider’s Guide for Buyers and Sellers

We are pulling back the curtain on how — and why — federal agencies like FinCEN, the FBI, Homeland Security, IRS-Criminal Investigations (IRS-CI), and CFIUS monitor real estate transactions in the U.S.

Whether you’re buying with cash, investing from abroad, transferring property to a family member, or just trying to close without a headache, you’ll want to know what can trigger federal scrutiny — and how to stay off the radar.

From flagged wire transfers and shell companies to gift-of-equity sales and land near military zones, this isn’t your average title-and-keys situation.

It’s real estate with a side of national security, tax enforcement, and financial crime prevention.

4-Part Series

PART 1

Is Big Brother Watching Your Home Sale?

fbi office

What Buyers and Sellers Should Know About Federal Oversight

You’re Not Paranoid — They Might Actually Be Watching
What you didn’t know on how federal agencies keep tabs on select real estate transactions.

PART 2

Your Closing Packet Could Be a Federal File

homeland security paperwork

How Your Paper Trail Might Raise Red Flags — And What You Can Do About It

What the FBI, IRS, and Homeland Security
Could See in Your Closing Docs
We’re unpacking what agencies might spot inside your deal’s fine print.

PART 3

Caught in the Crosshairs? What Triggers Federal Interest in Your Home Sale

cross hairs

The Top Red Flags That Could Invite a Closer Look from Washington

Cash, LLCs, or Land Near a Base? You Might Just Be a Target
The warning signs that put your deal on the government’s radar — and how to stay clear.

PART 4

Follow the Money: How the IRS Tracks Financial Crimes Through Real Estate

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From Unreported Income to Shell Game Schemes
— What IRS-CI Is Looking For

Your Closing Could Be an Audit Trigger — Here’s How the IRS Sees It
Explore the patterns, documents, and loopholes that turn ordinary deals into criminal cases.

Providing title, escrow, closing and settlement services to clients throughout Massachusetts and New Hampshire

From Our Clients

“As a realtor, the Rocheford team went above and beyond to make sure my client was not only protected from a legal standpoint but also operated in a timely manner to execute the sale of my client’s dream home.

Thank you for the great experience for myself and my client! Looking forward to our next deal together!”

Viktor Ryan

Realtor®

“I don’t usually use attorneys that often. But if an attorney is needed, I couldn’t recommend this law office enough. I always pride myself on responding quickly to emails and calls, but I was in awe of how fast paralegal Robert Heckman would respond to us. We sold our house a couple months ago and then did a two-part land swap with neighbors and my folks, and both transactions were seamless, including coming in to sign paperwork.

In short, if you need a law office that is responsive and attentive to detail, definitely consider them!”

John P.

Leominster, MA

“Excellent, conscientious and professional.

The communication throughout our Real Estate transaction was better than expected. We thought the fee to be very reasonable considering the work accomplished on our behalf. The law office handled the entire closing without us having to be in attendance….as we requested. I have had experience with very competent lawyers and law firms as the result of my previous profession. I would place this law office right up there among the best in their real estate field of expertise and surprisingly at very reasonable and affordable rates/fees.”

Tom M.

Buzzards Bay, MA

Recent News

Lender Playbook: How to Reach the New Generation of Homebuyers

Lender Playbook: How to Reach the New Generation of Homebuyers

First-time buyers now account for 58% of agency purchase lending, and Gen Z makes up a growing 25% of those loans. But winning their business requires a fresh approach: digital-first experiences, alternative credit scoring, and tailored loan products. For mortgage...

Gen Z Homebuyers: Small in Numbers, Big in Determination

Gen Z Homebuyers: Small in Numbers, Big in Determination

They may represent just 3% of all buyers, but Gen Z is determined to change the game. Armed with FHA loans, side hustles, and family support, these resourceful buyers are targeting affordable regions — not Boston, but places like Grand Rapids and Salt Lake City. In...

Why Fewer First-Time Buyers Are Entering the Market in MA & NH

Why Fewer First-Time Buyers Are Entering the Market in MA & NH

Once upon a time, the path to homeownership started in your late 20s. Today, the median age of a first-time buyer has climbed to 38 — the highest in U.S. history. In Massachusetts and New Hampshire, where prices remain high and incomes haven’t kept pace, first-time...

Won’t You Be My Neighbor? ADUs Now Permitted by Right in Massachusetts

Won’t You Be My Neighbor? ADUs Now Permitted by Right in Massachusetts

Won’t You Be My Neighbor? ADUs Now Permitted by Right in Massachusetts

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Accessory Dwelling Units (ADUs) — small, independent living spaces on the same property as a main home — just got a big green light in Massachusetts. Thanks to the Healey-Driscoll Administration’s “Affordable Homes Act,” homeowners can now build or convert ADUs by right in many communities, making it easier to add housing and income flexibility.

If you’re a Realtor®, lender, or homeowner, here’s what you need to know to make sense of the new rules — and how they impact your property or transactions.

What’s an ADU?

An ADU is a secondary living unit with its own sleeping, eating, cooking, and bathroom facilities. Think: a converted garage, a backyard cottage, or a finished basement with a separate entrance.

New Rules (Effective 2024):

The updated state law allows ADUs:

  • As detached structures
  • As additions to existing homes
  • As conversions of garages, attics, or basements

To qualify, the ADU must be:

  • Less than half the size of the primary residence or under 900 square feet
  • Located in a single-family zoning district
  • Code-compliant with a separate entrance
duplex housing in the city

Key Protections for Homeowners 

The new law, under MGL Chapter 40A, Section 3, overrides local zoning if the ADU meets minimum state standards:

  • Cities cannot ban single ADUs
  • Owner occupancy is not required
  • ADUs can be rented for long-term housing
  • Only one extra parking spot can be required

Local Nuances Still Apply: 

Municipalities can:

  • Ban short-term rentals (Airbnb, etc.)
  • Restrict ADUs in flood zones or historic districts
  • Require compliance with Title V septic and environmental regulations
Basement Apartment Housing

Zoning Still Matters

Each of Massachusetts’ 351 towns has its own zoning quirks. While ADUs are protected, local rules may shape your options. Thinking of building one? Start by calling your local planning board.

At The Law Office of David R. Rocheford, Jr., P.C., we help clients navigate land use, permitting, and local regulations with confidence. Whether you’re buying, building, or advising, we’re here to help.

REFERENCES

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The Top Home Maintenance Mistake’s You Must Avoid

The Top Home Maintenance Mistake's You Must AvoidIf you own a home, you understand just how important it is to take care of it. Even though a lot of people think that if it isn’t broken you should not fix it, that doesn’t mean you should not take care of it. Take a look at a few of the top home maintenance mistakes you need to avoid, and do not let your home fall into a state of disrepair.

Allowing The Dyer Lint To Build Up

Do not allow the dryer lint to build up. Allowing the dryer lint to build up can dramatically increase your chances of dealing with a house fire. Therefore, make sure you remove the dryer lint from the dryer after every load. Furthermore, make sure you clean the ductwork of your dryer annually. If you do not know how to do so, reach out to a professional who can do it for you.

Forgetting To Clean The Gutters

You might not be able to see the gutters from the ground level, but debris can build up in them from time to time. If you do not clean your gutters, they can get clogged. Then, water will have a difficult time draining, which means it will sit on your roof. This could increase your chances of dealing with a roof leak. Make sure you clean your gutters every few months. You may even want to install a device that can prevent leaves and branches from infiltrating your gutters.

Not Handling Winter Maintenance

No matter where you live, you must be on top of your winter maintenance. Make sure that your attic is properly insulated, and check your windows for any signs of leaks. You should drain your garden hoses as well, and don’t forget to make sure that your interior pipes are insulated. All of this is important because it can help you save money on your utility bills while also reducing your chances of dealing with a leak.

Invest In Routine Maintenance

These are a few of the most common mistakes that homeowners make. Your home is an investment, and you need to take care of it. Make a list of all the maintenance tasks you should perform, and stay on top of your maintenance schedule.

 

The Smartest Home Renovations That Give the Best ROI

Paint SwatchHome renovations come in many different forms. For some homeowners, it’s about expanding the living space, while for others, it might mean working on a project that adds luxury features to the home. For homeowners that are planning to sell in the near future, the primary concern should be the expected return on investment.

There are several home renovation projects that can add value to the property and make the home more attractive to buyers. Here are a few home renovation projects that can add the most value at resale.

Enhance Your Home’s Curb Appeal

If you want to sell your home for the highest price possible, it needs to make a good first impression. Since the first impression is made when a prospective buyer pulls up out front, you want to make sure to invest both time and money when improving your home’s curb appeal.

Some simple steps include mowing the lawn regularly and keeping the bushes and trees well trimmed. You may need to use your electric chainsaw to cut down large branches if you haven’t been doing regular upkeep.

If you have an old front door, refinishing or replacing it can offer a great return on investment. Power washing your home’s front exterior is another inexpensive way to improve curb appeal and increase the potential resale value of the home.

Upgrade to Energy Efficient Windows

Energy efficient features are some of the most attractive selling points for modern homebuyers. Since windows can account for about 25-30% of a home’s heating and cooling costs, upgrading to newer, more efficient models can be a good way to increase the resale value of the home. It might not be the flashiest home upgrade out there, but smart homebuyers will recognize the potential savings that come with better windows.

Minor Kitchen Remodel

The kitchen is listed as one of the most important rooms among homebuyers. Sellers could go all out and do a complete remodel of the kitchen area, but smaller renovations tend to offer the best value in the kitchen. According to Hanley Wood, a homeowner can recoup upwards of 80% of their investment on a minor kitchen remodel.

When you do a minor kitchen remodel, you are not tearing the room down and starting anew. Instead, homeowners can focus on tasks like repainting fixtures or replacing the fronts of cabinets and drawers with a tool fitted with oscillating saw blades. Changing the kitchen hardware and possibly upgrading the countertops will also provide a strong ROI.

Interior Paint

Painting is one of the most affordable home improvements, and it has the potential to return more than you invest. If you have some rooms where the walls look old and scuffed up, a fresh coat of paint will make them look good as new.

While you could certainly just repaint the interior with your standard whites and off-white shades, there is value to be earned by putting more thought into the project. Research has shown that there are colors that can have a bigger impact on the resale value when they are used in certain rooms.

Bathroom Remodel

Second only to the kitchen, the bathroom is seen as one of the most important rooms for selling a home. With a simple bathroom remodel, you can increase the value of the home and make it more attractive to buyers.

Just like with the minor kitchen remodel, this project doesn’t require you to remake the space. Simple renovation work like regrouting tiles and replacing the caulk around the tub and toilet will offer good value. Additionally, if fixtures, like your toilet, tub, or sink, are old, you may want to consider having them replaced.

Many options exist for homeowners when it comes to renovations that will add value to the home, and most are affordable DIY projects. With the right tools and a little bit of time, you can significantly increase the value of your home without having to break the bank.