#USA #Seattle #Real Estate #home buyers #Zillow Report

Shifts in Real Estate: Online Research Transformation

Introduction

The way buyers and sellers select their real estate agents has drastically changed in recent years, according to the latest insights from Zillow. Their 2025 Consumer Housing Trends Report reveals an industry that is not only adapting but thriving in the digital age. The findings suggest a new breed of home purchasers and sellers who rely heavily on online resources to navigate their real estate journeys.

The Rise of Online Research

In 2018, a mere 15% of sellers reported finding their agents online. Fast forward to 2025, and that number has more than doubled to 36%. Buyers are similarly influenced, with 33% admitting that their agent selection was significantly shaped by online research. This shift signifies a profound change in how potential clients view their relationships with agents, heavily favoring informed choices facilitated by technology.

The Comeback Buyers

One of the standout statistics in Zillow's report is that repeat buyers now account for 55% of the market. This demographic brings a wealth of experience, heightened expectations, and a more calculated approach to agent selection. These 'comeback buyers' have engaged in previous market cycles and are now more informed about interest rates, financial implications, and what constitutes a successful transaction. Amanda Pendleton, Zillow’s home trends expert, emphasizes that these individuals approach the market with a different mindset, one that values clear strategies and effective communication from their agents.

A More Competitive Landscape

Interestingly, while 79% of repeat buyers express a willingness to work with their previous agents, only 13% actually do so when it comes time to hire. This discrepancy points to a heightened desire for intentionality in the hiring process, exacerbated by factors such as relocating to new areas or changes in agents’ careers. More than half of repeat buyers now interview two or more agents before making contact, utilizing online tools to narrow their choices and verify an agent’s credibility.

The Value of Clear Communication

Zillow's findings underscore a crucial trend: once a connection is established, actions are rapid. Almost half of buyers hire the first agent they contact. Thus, agents must present their expertise and methodology effectively through digital channels. Continuous visibility and concise communication can significantly increase the likelihood of winning over these experienced clients.

What Buyers Seek

Repeat buyers have distinct priorities, preferring efficiency over extensive hand-holding. Key services they value include:

• - Paperwork Management: A significant 63% highlighted the organization of paperwork as vital, contrasting with only 51% of first-time buyers.
• - Strategic Offers: They place emphasis on negotiations and offer structures, aiming for maximum efficacy over unnecessary showings.
• - Text Communication: Approximately 50% prefer to communicate through texts or messaging apps rather than traditional phone calls. This trend in messaging reflects their desire for a swift, adaptable communication style.

Seller Insights

Sellers, too, are evolving in their decision-making processes. A significant portion of sellers are intelligently adapting their strategies to meet various market conditions. Around two-thirds have agreed to cover part or all of the buyer’s closing costs, and a third are opting to offer rate buydowns. This focus on timing and certainty highlights sellers’ intention to move efficiently without losing sight of their goals.

Marketing and Agent Selection

The manner in which agents market their listings heavily influences clients’ decisions. For instance, a staggering 78% of sellers prefer agents who present high-resolution photography, while 75% want those who offer virtual tours and interactive floor plans. This underscores the significance of a strong online presence and high-quality visual content in attracting potential sellers and buyers.

Conclusion

The landscape painted by Zillow’s report suggests that the real estate market is active, informed, and increasingly intentional. The data conveys a clear message: successful agents must blend personal rapport with strategic, data-driven approaches to thrive in this digital-first environment. With preparation and clarity about their offerings, agents can better cater to the modern consumer, ensuring a competitive edge in the evolving market.