Mortgage Rate Dip Boosts Housing Affordability and Market Activity

How Online Research Shapes Real Estate Agent Relationships: Zillow Insights

Update The Digital Shift: Understanding Today’s Real Estate Agents The real estate landscape has undergone a seismic shift, especially in how buyers and sellers select agents. A recent Zillow report highlights a dramatic increase in the role that digital channels play in the agent selection process. In 2025, a staggering 36% of sellers found their agents online, compared to just 15% in 2018. For buyers, the figure stands at 33%. This substantial shift represents more than just numbers; it reflects the evolving expectations of a digitally savvy client base who are now dominating the market. The Rise of the Repeat Buyer Interestingly, repeat buyers now constitute 55% of the market. These buyers are not just returning to the market; they bring with them a wealth of experience and higher expectations. Many of them have carefully observed market trends and are more informed about financing options, timing, and leverage in negotiations. As Amanda Pendleton, Zillow’s home trends expert, notes, this group is characterized by their intentionality—they’re seeking agents who can articulate a clear strategy and manage processes efficiently. Speed and Efficiency Matter With repeat buyers showing a penchant for high efficiency, it’s no surprise that 63% value an agent's ability to organize and submit paperwork over the traditional agent roles of guidance and support. This indicates a pivotal change from the historical expectation of agents as supportive mentors to their clients. The Competitive Nature of Agent Selection The competitive landscape is underscored by the fact that, while 79% of repeat buyers would consider working with their previous agents, only 13% actually end up doing so. This speaks volumes about the intentional nature of today’s clients. Many prefer to explore multiple options and rely heavily on online research before reaching out, which reinforces the need for agents to maintain a strong online presence. Value of Communication in a Text-First World The report also reveals a shift in communication preferences; a solid 50% of buyers are more inclined to use texting or messaging apps instead of traditional phone calls. Agents who adapt their communication styles to meet these preferences will likely fare better in winning over clients. Sellers are Now More Pragmatic The marketing strategies employed by agents are increasingly influencing sellers’ decisions. Many sellers are more willing to cover part of the buyer's closing costs or offer incentives, such as rate buydowns, to expedite sales. About one-third of sellers indicated that selling within their preferred timeframe is more important than maximizing the sale price. This pragmatic approach reflects the new realities of the housing market and the understanding that making timely, strategic decisions can lead to successful outcomes. Effective Marketing Techniques to Stand Out For agents looking to attract today’s savvy buyers and sellers, effective marketing techniques are paramount. This includes enhancing online visibility through effective listing presentations, showcasing success stories, and utilizing testimonials and reviews that resonate with potential clients. Pulling from the experiences of others enhances credibility and builds trust. Final Thoughts on the Evolving Real Estate Landscape The transformations highlighted in Zillow’s report should serve as a wake-up call for real estate professionals. Not only do agents need to be visible in digital spaces, but they must also offer services that meet the nuanced demands of a more informed and experiential client base. Those who can provide strategic insights while adapting to modern communication preferences are the ones who will thrive in this new marketplace. Ultimately, as homebuyers and sellers continue adapting to current market dynamics, understanding how to meet their evolving needs will determine the success of real estate agents in forming enduring professional relationships.