1.
Summary of Research Findings by PulteGroup

2.
Key Findings
• The largest, most ethnically and racially
diverse generation who will shape the home
buying market
• Affluent millennials are not rejecting
homeownership. They strongly desire home
ownership but face real barriers – financial and
delayed life-stages. In fact, 90 percent want to
own a home and 55 percent already do.
• Like other generations, they purchase based on
life stage and are not rejecting the suburbs.
While 71 percent of millennials see themselves in
the suburbs for their next home, 29 percent plan
to live in an urban setting IF they could find a
product that meets their needs, financial and
otherwise.
90%
Want to Own a Home

3.
Key Findings (cont.)
• Student loans ARE delaying affluent
millennials purchase, but it’s not the only
reason. 47 percent of millennial renters agree
that paying off student loans has delayed their
home purchase, but there are other reasons for
the delay, including 67 percent who say what
they want is out of their price range.
• There is a significant mortgage qualification
education opportunity we face as an industry.
Ultimately, many millennials want what they
can’t afford – it’s the reality of real estate!

4.
Key Findings (cont.)
Personal profile
• 55 percent are currently homeowners while 39 percent
currently rent and 6 percent live with friends/family
• 38 percent have children
• 74 percent have already partnered up.
Financial profile
• Affluent millennials have an average income of
$105,000
• 87 percent are employed full-time
• 67 percent of them are full-time dual incomes
Educational profile
• They are highly-educated with 63 percent of them
graduating from college
• 37 percent having a post-graduate degree Are already partnered up
74%
55%
Are current homeowenrs

5.
Opportunities to Capture Affluent Millennials
• Introducing Urban Styling
to Our Suburban Offerings – architecture,
interiors, community design
• Gramercy Park, Garland, TX
• Communities with an Easy and/or
Shorter Commute
• Silicon Valley: Metro in Milpitas, CA
• Urban Infill Communities in Large
Metro Markets
• Cambria Square, Alexandria, VA
• Affordable Options
• SouthField, South Weymouth,
Massachusetts, Former Naval Yard
in Boston Area