Consumer insights that drive SEO and media coverage
Did you know that 40% of non-homeowners say down payments and closing costs are keeping them from purchasing a home. That’s huge. And Rocket Mortgage Data Journalist, Isabell Lenzin was intent on uncovering insights surrounding this gap. So, she teamed up with aytm’s experts to discuss ways of understanding the intention-behavior gap when it comes to first-time home buyers saving for down payments. Then she leveraged aytm's survey platform build and launch a survey to 1,000 non-homeowners, seeking insights surrounding obstacles to saving for a down payment. The results showed an average gap in savings of $1,500 a year and illuminated rationale and consumer priorities impacting one of Rocket Mortgage's core audiences.