Housing affordability and economic uncertainty continue to shape purchasing decisions across the Greater Toronto and Hamilton Area. UrbanToronto’s GTHA Home Buyers Survey provides insight into buyer sentiment, housing preferences, financial expectations, and developer brand awareness among 300 GTHA residents aged 25 and older considering a home purchase within the next three years.

Complementing UrbanToronto’s UTPro platform, which tracks development activity across the Greater Golden Horseshoe, the survey adds the perspective of prospective buyers to support development, marketing, and sales strategies.

GTHA HOME BUYERS SURVEY

Buyer Priorities 

Affordability is the leading barrier to homeownership (31%), followed by economic uncertainty (24%) and income or financial stability (19%). Purchase interest remains strongest for:

  • Detached and semi-detached homes: 53%
  • Condominium apartments: 43%
  • Freehold townhouses: 35%
  • Condo townhouses: 34%

Respondents reported an average intended purchase price of $895,000 and a comfortable monthly mortgage payment of $3,400. More than half (51%) said having saved enough money would trigger a purchase, while 28% identified as first-time buyers.

Housing Preferences 

Among condominium buyers, 41% prefer two-bedroom units and 23% seek three-bedroom-or-larger layouts. The most important features are:

  • Parking: 66%
  • Balconies: 44%
  • Shared amenities: 38%

The survey also explores purchase timing, preferred locations, down payment expectations, mortgage comfort, and barriers to buying.

Developer Brand Strength 

The survey measures awareness and perception of 25 residential developers across the GTHA. Tridel and Mattamy Homes lead in unaided recall and aided awareness, with Tridel receiving the strongest overall impressions. Other top-performing builders include Minto Communities, Tribute Communities, Pinnacle International, Liberty Development, Aspen Ridge Homes, The Daniels Corporation, Great Gulf, and Menkes Developments.

The report also examines likely developer choice and where prospective buyers encounter builder advertising, with social media and online platforms leading exposure.

Survey Details 

Conducted online by Dufferin Research from March 13 to 23, 2026, the survey includes 300 GTHA residents aged 25 and older considering a home purchase within three years. It is the first edition of a study that will be conducted twice a year, in the spring and fall.

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.​