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The buyer intelligence needed to compete more effectively in the GTHA.
The GTHA Home Buyers Survey offers a clear view of today’s prospective purchaser: who is planning to buy, what type of home they are considering, where they want to buy, what financial limits they are working within, and which builder brands are strongest in the market. Based on 300 GTHA residents aged 25+ considering a home purchase in the next three years, the study is built to inform positioning, product planning, marketing and sales strategy.
WHAT THE STUDY CONTAINS
- Purchase intent and timing
- Housing types under consideration
- Reasons for buying and purchase triggers
- Preferred areas for purchase across the GTHA
- Condo unit size and feature priorities
- Price expectations, down payment plans
- Mortgage comfort
- Barriers to purchase
- Awareness of 25 builder brands across the GTHA
- Competitive builder metrics, including unaided recall, aided awareness, brand impressions and likely developer choice
- Where prospective buyers are seeing builder advertising and promotions
HOW THE STUDY WAS DONE
The study was conducted online from March 13 to 23, 2026, among 300 residents of the Greater Toronto and Hamilton Area aged 25 and older who are considering buying a home in the next three years. Forty-nine per cent of respondents live in the city of Toronto, with the balance from elsewhere in the GTHA. The sample includes both current homeowners and renters and was conducted using a professionally managed panel by Dufferin Research.
PURCHASE NOW
This is the first edition of the survey which will be conducted twice a year, in the spring and in the fall.
Please contact UrbanToronto for to discuss and for purchase details.