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Why Online Research is Now Key for Real Estate Agent Relationships

Update How Online Research is Transforming Real Estate Relationships In an evolving real estate landscape, homebuyers and sellers are increasingly turning to the digital domain to connect with agents. Recent insights from Zillow's 2025 Consumer Housing Trends Report reveal that 36% of sellers now find their real estate agents through online channels—up from just 15% in 2018. Buyers are equally savvy, with 33% acknowledging that online research has significantly influenced their choice of agent. The Rise of the Experienced Buyer Notably, repeat buyers dominate the current market, accounting for 55% of all home purchases. These buyers, often referred to as "comeback buyers," approach the real estate process armed with deeper knowledge. After years of navigating fluctuating mortgage rates and housing prices, they possess a clearer understanding of their needs and expectations. Amanda Pendleton, Zillow's home trends expert, shares valuable insights: “These experienced buyers have lived through multiple market cycles; they've adjusted to today’s rates, and they’re intentional about who they hire.” This shifts the dynamic for agents, necessitating a proactive approach that emphasizes strategic planning and effective digital communication. Intentional Agent Selection The data also shows a fascinating trend in how repeat buyers choose their agents. While 79% of repeat buyers are open to working with an agent they’ve used before, only 13% do so based on their past experiences. Many repeat buyers conduct thorough online research, interviewing multiple agents before making contact. This shift highlights the buyers’ intent to engage in a methodical selection process rather than relying solely on loyalty. For real estate professionals, this indicates the importance of maintaining a strong online presence and showcasing expertise effectively. Buyers are increasingly making hiring decisions before the initial call; thus, agents must clearly communicate their successes and strategies online to make an impression. What Comeback Buyers Value From Agents As buyers become more sophisticated, their requirements from agents have shifted significantly. For experienced buyers, efficiency and strategic insight are paramount. According to the report, 63% of repeat buyers ranked the organization and submission of paperwork as the most valuable service provided by their agents, reflecting their desire for streamlined processes over basic support. This starkly contrasts with the 51% of first-time buyers who prioritize the personal touch. Moreover, repeat buyers place a heightened value on pricing strategies and negotiation skills, favoring these over private showings. Interestingly, the communication preferences also lean towards modern methods: 50% of buyers today prefer texting or messaging apps for correspondence, compared to just 33% who would rather speak on the phone. Sellers Making Pragmatic Decisions On the flip side, sellers are also adjusting their strategies to meet market dynamics. Recent trends show that about two-thirds of sellers are willing to cover some or all of a buyer's closing costs, and one-third are offering rate buydowns to incentivize sales. Additionally, many sellers prioritize selling within their preferred timeframe over maximizing their selling price, showcasing a practical mindset that reflects current economic conditions. Adapting to a Digital-First Landscape For agents, understanding these trends is crucial. How they market listings can significantly influence their hiring decisions. Statistics reveal that 78% of sellers are more likely to engage agents who provide high-resolution photography, and 75% prefer those who offer virtual tours and interactive floor plans. These elements enhance visibility and appeal, proving that preparation and attention to detail are as critical as relationship-building in today’s market. In a time where preparation matters, agents need to stay informed and adaptable to thrive. As the real estate landscape continues to develop, embracing digital tools and enhancing client experience will be vital for success. Engage With Your Future For homeowners looking to navigate the real estate market, staying in touch with current trends can significantly influence your success. Whether buying or selling, consider how these insights may affect your strategy and approach.