Online Research Is Redefining How Buyers and Sellers Choose Real Estate Agents
The way buyers and sellers choose real estate agents has changed fast, and online research is now at the center of that shift. New data shows that winning business today depends less on past relationships and more on how agents present themselves online.
According to the Zillow 2025 Consumer Housing Trends Report for Agents, 36% of sellers now find their agent online. That’s more than double the share from 2018, when just 15% relied on the internet. Buyers are following a similar path, with 33% saying online research played a major role in choosing their agent.
Zillow’s home trends expert Amanda Pendleton says repeat buyers now make up the majority of today’s market—and they’re approaching the process very differently. These buyers have lived through multiple market cycles, adjusted to higher mortgage rates, and become far more selective about who they hire.
One of the biggest changes is how repeat buyers choose agents. While 79% say they would consider working with a previous agent again, only 13% actually hired their agent based on an existing relationship. Instead, more than half used online research to narrow their options, often speaking with multiple agents before deciding.
This isn’t about loyalty disappearing. It’s about buyers being more intentional.
For agents, that means first impressions now happen long before the first phone call. Nearly 59% of sellers and 47% of buyers hired the very first agent they contacted. That tells us decisions are often made during the research phase—based on reviews, listings, track records, and digital presence.
Repeat buyers also value efficiency over hand-holding. They prioritize strong offer strategy, clear pricing guidance, and smooth transaction management. Communication preferences are shifting too, with many buyers favoring texts or messaging apps over phone calls.
Sellers are adapting as well. Many are covering closing costs, offering mortgage rate buydowns, or prioritizing timing over top-dollar pricing just to get deals done.
The big takeaway is simple: today’s real estate market is driven by informed, prepared consumers. Relationships still matter—but visibility, clarity, and credibility online matter just as much. Agents who show their value early are the ones winning business.
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