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UrbanToronto is introducing the GTHA Home Buyers Survey, a new look at prospective homebuyers in the Greater Toronto and Hamilton Area offering a detailed dive into buyer sentiment and brand awareness across the region.
Based on a survey of 300 respondents (split evenly between Toronto and the rest of the GTHA), the report examines how prospective purchasers are approaching today’s housing market, alongside how leading development brands are perceived. Early findings point to affordability as the primary constraint facing buyers, cited by 31% of respondents, even as purchase intent remains active across a range of housing types.
The first of its kind, the report builds on the foundation of UrbanToronto’s UTPro data and mapping platform that compiles municipal planning information and tracks development activity across the region. While UTPro provides detailed insight into projects, applications, and market movement, the Home Buyers Survey extends this offering by incorporating direct input from prospective buyers.
Buyer Mood
The first section of the report examines buyer mood, outlining how prospective purchasers are approaching the market today. Among those considering a purchase within the next three years, affordability and home prices remain the leading barrier (31%), followed by economic uncertainty (24%) and income or financial stability (19%).
The report explores current intent to buy, preferred forms of housing, and the motivations driving these decisions, alongside a closer look at condominium expectations, including unit size and amenity preferences. The average purchase price being considered is $895,000, with respondents indicating an average comfortable monthly mortgage payment of $3,400. While detached and semi-detached homes are most widely considered at 53%, interest also remains strong in condominium apartments (43%), freehold townhomes (35%), and condo townhouses (34%).
Financial Considerations
Financial considerations are also addressed, providing context on how affordability and funding conditions are influencing timing and choice. Motivations vary by life stage, with 28% of respondents identifying as first-time buyers, 22% planning a move-up purchase, and 21% considering downsizing, while 51% cite having saved enough money as the primary trigger for entering the market. Among those considering condominiums, demand trends toward larger units, with 41% preferring two-bedroom layouts and 23% seeking three bedrooms or more, while parking ranks as the most important feature (66%), ahead of balconies (44%) and shared amenities (38%).
Developer Brand Findings
The study also points to clear leaders in developer brand strength in the GTHA., identifying which developers are most recognized among respondents and how those perceptions vary across the region. The findings highlight leading names such as Tridel and Mattamy Homes, which rank highest in both unaided recall and aided awareness, with Tridel also recording the strongest positive impressions among respondents.
Other builders making it to the Top 10 ten, with strong aided awareness among likely buyers were: Minto Communities, Tribute Communities, Pinnacle International, Liberty Development, Aspen Ridge Homes, The Daniels Corporation, Great Gulf, and Menkes Developments. Social media and online sources were at the top of consumers’ lists in terms of advertising exposure for builders but TV, billboards and radio also played a strong role, with findings also including demographic breakdowns of respondents.
The UrbanToronto GTHA Home Buyers Survey was conducted online by our research partner, Dufferin Research, using a professionally managed market research panel from March 13 to 23, 2026, among 300 GTHA residents aged 25 and older who are considering a home purchase in the next three years. This is the first edition of the survey which will be conducted twice a year. Please contact UrbanToronto for purchase details.
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UrbanToronto's research and data service, UTPro, provides comprehensive data on construction projects in the Greater Golden Horseshoe—from proposal through to completion. Other services include Instant Reports, downloadable snapshots based on location, and a daily subscription newsletter, New Development Insider, that tracks projects from initial application.
