Exploring Home Buying Trends: Online Searching in 2025 and Its Implications

In a recent study conducted by At Home Co., Ltd., based in Tokyo, insights were gathered on the home buying preferences of individuals planning to purchase property between July 2024 and July 2025. The survey especially targeted individuals aged 18 to 59, providing a comprehensive overview of the online home search process and the expectations towards real estate companies.

Key Findings

Method of Searching for a Home

Both experienced buyers and potential buyers ranked searching on real estate portal sites as the top method for finding their next home. Approximately 70% of experienced buyers emphasized the importance of exterior photos when searching online. Following this, they also turned to real estate company websites, and many visited open houses or model rooms, reflecting a blend of online and in-person experiences.

When asked what information they found most helpful while searching online, property photos were rated highest by those who had previous experience. Potential buyers expressed a strong desire for floor plans in their future online searches, indicating the need for detailed information when choosing a property.

Real Estate Company Choices

The criteria for selecting real estate companies varied between experienced and prospective buyers. Experienced buyers valued companies that demonstrated in-depth knowledge of their desired neighborhoods, while potential buyers prioritized a wide selection of properties listed. A significant number of potential buyers also preferred platforms where the quality and quantity of photos available were appealing.

In terms of property viewings, more than half of the prospective buyers preferred to meet at the real estate company's office before heading to the property together. Interestingly, there was a notable reluctance to make viewing appointments via telephone, with only 38% expressing a preference for this method, compared to 51.7% of those who actually booked by phone.

Online Procedures for Transactions

The survey revealed that only about 10% of respondents had conducted crucial transactions such as important disclosures and contracts online, contrasting with approximately 20% of potential buyers expressing a desire for online procedures in the future.

Additionally, the allure of seeing property images with furniture was notable, as 80% of prospective buyers felt that it made envisioning living in the space easier. Participants suggested that seeing furniture helped convey information about room sizes and ceiling heights accurately, which directly influenced their perception of space.

The most significant inconvenience for buyers was having to visit real estate companies solely for contract signing, indicating a strong desire for more streamlined processes.

Survey Overview

This study involved 825 individuals, focused on those who are either planning to buy property within specified time frames or are already in the process of searching for a home. Conducted between July 18 and July 22, 2025, via online questionnaires, the results shed light on the changing dynamics of real estate transactions and underscore the role technology plays in modern home buying.

In conclusion, At Home Co., Ltd. frequently conducts various surveys to better understand consumer behavior within the real estate market. The findings from the home buying survey not only reflect current preferences but also highlight the ongoing evolution of the industry amid technological advancement and changing consumer expectations. For further details, past survey results, or insights into specific trends in the real estate sector, interested parties are encouraged to reach out to At Home Co., Ltd.