Case Study: Rocket Mortgage uncovers first-time homebuyer savings insights with aytm

Rocket Mortgage uncovers 22% savings gap with aytm

Rocket Mortgage partnered with AYTM to explore a key challenge facing first-time homebuyers: the intention-behavior gap in saving for a down payment. The company wanted to understand why prospective buyers save less than they intend to, with the goal of using these consumer insights to create a data-driven SEO article that would drive earned media coverage.

AYTM implemented a solution using its survey platform, launching a study to 1,000 non-homeowners screened for those planning to buy a home within five years. The results from AYTM revealed that first-time buyers save 22% less monthly than intended, an average gap of $1,500 per year, and provided actionable data on the obstacles consumers face when saving.

Rocket Mortgage