Zillow's 2025 Consumer Housing Trends Report for Agents shows that more than one-third (36%) of home sellers now find their agents online, a sharp increase from just 15% in 2018.
Among buyers, 33% said online research played a significant role in selecting an агент.
At the same time, repeat buyers now account for a majority of home purchases.
Zillow found that 55% of buyers have previously bought a home — a shift that is changing expectations around how agents demonstrate value.
After waiting out several years of elevated ставки по ипотечным кредитам, many homeowners are returning to the market with greater familiarity with financing costs and trade-offs, the report found.
“Repeat buyers now make up the majority of today’s market, and they’re coming back with a very different mindset than they had even a few years ago,” said Amanda Pendleton, Zillow’s home trends expert. “These ‘comeback buyers’ have lived through multiple market cycles; they’ve adjusted to today’s rates; and they’re intentional about who they hire, rewarding agents who show up with a clear strategy, strong process management and a truly modern, digital-first experience.”
Personal connection still a factor
The report shows that while familiarity still matters, it is no longer decisive on its own.
Although 79% of repeat buyers said they would consider working with the same agent again, only 13% ultimately hired an agent based on a prior relationship.
Many experienced buyers reported interviewing multiple agents before making a decision. Nearly half said they spoke with two or more agents — often narrowing their choices through online research before making contact.
“This isn’t about loyalty disappearing,” Pendleton said. “It’s about buyers being more intentional. Agents who stay visible, communicate clearly and demonstrate expertise early are well positioned to earn that business — even with experienced clients.”
Buyers, sellers deciding on agents quickly
Despite the more deliberate search process, hiring decisions often happen quickly once contact is made.
Zillow found that 47% of buyers and 59% of продавцы hire the first agent they speek with, suggesting that impressions formed online frequently shape outcomes before a first conversation takes place.
The data also shows that repeat buyers prioritize efficiency and strategy more than first-time buyers.
Nearly two-thirds of repeat buyers ranked organizing and submitting paperwork as the most valuable service an agent provides — compared with just over half of покупатели впервые.
Repeat buyers also placed greater importance on pricing strategy, negotiations and offer structure, while showing less interest in services such as private tours.
Communication preferences have also shifted. Half of buyers who worked with an agent said they preferred texting or messaging apps, compared with one-third who favored phone calls.
Closing costs, agent tools
On the selling side, Zillow’s report points to more pragmatic decision-making.
About two-thirds of sellers said they covered some or all of a buyer’s closing costs, while roughly one-third offered снижение ставок по ипотеке.
Another one-third said selling within their preferred time frame mattered more than achieving the highest possible price.
Marketing strategies also influenced agent selection. Zillow found that 78% of sellers were more likely to hire agents who offer high-resolution photography, and 75% favored agents who provide virtual tours or interactive floor plans.
Zillow’s full 2025 Consumer Housing Trends Report for Agents is available здесь.
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