Banks, building societies and mortgage brokers remain the most trusted sources of homebuying advice, despite growing interest in AI-powered tools among younger buyers, according to new research from HomeOwners Alliance.

The study found that banks and building societies are the most commonly used source of homebuying and mortgage information among UK homeowners, cited by 51% of respondents. Mortgage brokers followed closely behind on 48%, ahead of comparison websites at 38% and property websites at 37%.

While traditional sources continue to dominate, the research suggests younger homeowners are increasingly turning to a broader range of information channels, including AI tools, online forums and social media.

Homeowners aged under 35 are almost twice as likely as homeowners overall to use AI tools for homebuying and mortgage information, with 17% doing so compared with 9% across all homeowners. They are also more likely to use online forums, cited by 18% compared with 8% overall, while 15% use social media influencers, compared with 5% of homeowners as a whole.

Family and friends also play a greater role among younger buyers. A third of under-35s rely on personal contacts for advice, compared with 19% of homeowners overall.

Older homeowners remain more reliant on established sources of guidance. Among over-55s, 57% use banks and building societies for information, while just 4% use AI tools and almost none seek advice from social media influencers.

FIRST-TIME BUYERS SEEK REASSURANCE

The findings also indicate that first-time buyers place greater emphasis on personal guidance throughout the purchasing process.

Among active buyers, 35% of first-time buyers use estate agents as a source of advice, compared with 28% of existing homeowners. Similarly, 32% rely on family and friends, versus 20% of homeowners overall.

By contrast, first-time buyers are less likely to use comparison websites, at 28% compared with 45%, or general online searches, at 29% compared with 34%.

HomeOwners Alliance said the results suggest that confidence and reassurance play an important role in how buyers navigate the housing market, particularly for those purchasing their first property.

AI ADOPTION STILL IN ITS EARLY STAGES

Interest in using AI appears strongest among younger homeowners, with 52% of under-35s saying they would be likely to use AI during the homebuying process. This compares with just 8% of over-55s.

Among those open to using AI, the most common anticipated applications include general advice, cited by 45%, property valuations at 39%, affordability calculations and mortgage comparisons at 38%, researching local areas at 37%, and property searches at 34%.

However, fewer respondents expect AI to play a significant role in more complex aspects of a transaction. Just 30% would use it to review contracts, while 29% would consider it for negotiations. Only 24% believe AI could help them choose an estate agent or secure a mortgage.

SUPPORTING, NOT REPLACING, PROFESSIONAL ADVICE

Among homeowners open to AI, 44% believe the technology could help them make better-informed decisions. A further 38% said it could reduce stress, while the same proportion felt it could provide better insight into the market.

Fewer respondents expected AI to improve communication between parties, at 25%, or speed up the transaction process, at 26%.

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.”

The research points to a market where technology is beginning to influence buyer behaviour, particularly among younger consumers. However, the findings suggest that professional advice remains at the centre of the homebuying journey, with AI viewed primarily as a tool to support decision-making rather than replace human expertise.