Homeowners still trust brokers even as AI advice looms, finds HomeOwners Alliance
Banks and building societies are the most trusted source of information for UK homeowners.
Mortgage brokers remain one of the most trusted sources of homebuying and mortgage information, despite growing interest in AI tools among younger buyers, according to new research from HomeOwners Alliance.
The research found that banks and building societies are the most trusted source of information for UK homeowners (51%), closely followed by mortgage brokers (48%).
Comparison sites were used by 38%, while property websites were cited by 37%.
While traditional sources continue to dominate, the findings suggest a generational shift is underway, with younger homeowners increasingly combining professional advice with digital tools, online communities and social media.
Homeowners aged under 35 were almost twice as likely as homeowners overall to use AI tools for homebuying and mortgage information, at 17% compared with 9%.
They were also more likely to seek advice from online forums, cited by 18% compared with 8% overall, and social media influencers, at 15% compared with 5%.
Family and friends also play a larger role among younger buyers, with 33% relying on them for advice compared with 19% of homeowners overall.
By contrast, older homeowners remain more reliant on traditional sources.
Among over-55s, 57% use banks and building societies, while only 4% use AI tools and almost none turn to social media influencers for homebuying advice.
The research also found that first-time buyers are more likely to seek personal guidance and reassurance during the purchasing process.
Around 35% use estate agents as a source of information, compared with 28% of existing homeowners, while 32% rely on family and friends compared with 20% overall.
First-time buyers are also less likely to use comparison sites or general online searches, suggesting confidence and trust remain important factors when navigating the homebuying process.
Although AI adoption remains relatively low, interest in the technology is growing. More than half of under-35s said they would be likely to use AI as part of the homebuying journey, compared with just 8% of over-55s.
Among those open to using AI, the most popular potential applications were general advice (45%), property valuations (39%), affordability calculations and mortgage comparisons (38%), researching areas (37%) and property searches (34%).
However, fewer respondents expected AI to play a role in more complex areas such as reviewing contracts (30%), negotiations (29%), choosing an estate agent (24%) or securing a mortgage (24%).
Among those willing to use AI, 44% said the biggest benefit would be helping them make better-informed decisions. Reducing stress and providing better market insight were both cited by 38%.
Paula Higgins, chief executive of HomeOwners Alliance, said: “Buying or selling a home is not just a transaction.
“It is emotional, stressful and often the biggest financial decision people will ever make, so it is no surprise that buyers still want trusted human advice alongside online tools.
“AI has real potential to help people research the market, compare options and feel more confident.
“But it will not replace the role of good estate agents, mortgage brokers and other professionals who understand the local market and can guide people through the practical realities of moving home.
“What this research shows is that younger and first-time buyers are using a wider mix of sources than ever before. That should be a wake-up call for the industry.
“Buyers need clear, consistent and trustworthy guidance, whether they are speaking to an estate agent, using a property advice website or testing out AI.
“The challenge for the industry is to make sure technology improves advice and transparency, rather than adding more confusion to an already stressful process.”
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