Republicans are struggling to find a winning message on housing costs — an issue that's top of mind for Americans — heading into a midterm election season that both parties expect to be decided by affordability concerns. After Democrats dominated the 2025 off-year election cycle with campaigns centered on the cost of living, GOP operatives are scrambling to focus their midterm strategies on voters' wallets. Some Republicans expect housing will be a key issue in 2026. A recent POLITICO poll found homebuying and rental costs were among the top affordability concerns for U.S. adults overall — especially among young and Hispanic adults, whose unexpected shift toward President Donald Trump last year helped Republicans return to power.