Online Research Matters
Online Research Matters: How Buyers and Sellers Choose Real Estate Agents Today
Online Research Now Drives Agent Selection
How buyers and sellers choose a real estate agent has changed significantly in recent years. According to Zillow’s 2025 Consumer Housing Trends Report for Agents, online research has become one of the most influential factors in agent selection.
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36% of sellers now find their agent through online channels—more than double the share in 2018
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33% of buyers say online research played a key role in choosing their agent
This shift reflects a market where consumers are more informed, more intentional, and more selective long before the first conversation takes place.
Repeat Buyers Now Dominate the Market
Today’s housing market is increasingly driven by experience. Repeat buyers now make up 55% of all home purchasers, bringing higher expectations and a more strategic approach to hiring agents.
After several years of waiting for mortgage rates to improve, many homeowners are reentering the market with:
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Clear expectations around timing and trade-offs
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A deliberate process for vetting agents
“These comeback buyers have lived through multiple market cycles,” said Amanda Pendleton, Zillow’s home trends expert. “They reward agents who show up with a clear strategy, strong process management, and a modern, digital-first experience.”
Agent Loyalty Has Shifted Toward Intentional Choice
While 79% of repeat buyers say they would consider working with the same agent again, only 13% actually hired their agent based on prior experience.
Why the gap?
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Buyers move to new markets
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Agents retire or change focus
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Life circumstances evolve
More importantly, experienced buyers are being intentional. Nearly half interviewed two or more agents, often narrowing their shortlist through online research before making first contact.
This highlights a critical reality: agent selection often happens online before the first call ever takes place.
First Contact Happens Fast—Decisions Even Faster
Once buyers and sellers make contact, decisions tend to happen quickly:
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47% of buyers hired the first agent they spoke with
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59% of sellers did the same
This means an agent’s online presence, messaging, and credibility often determine who gets the call—and who doesn’t.
Agents who clearly communicate expertise, strategy, and results online are far more likely to win business in today’s market.
What Repeat Buyers Value Most in an Agent
Compared to first-time buyers, repeat buyers prioritize efficiency and execution over education:
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Process management:
63% ranked organizing and submitting paperwork as the most valuable service -
Pricing and negotiation strategy:
Strong emphasis on offer structure and negotiations -
Communication preferences:
50% prefer texting or messaging apps
Only 33% prefer phone calls
These buyers want agents who move quickly, communicate clearly, and manage details seamlessly.
Sellers Are Prioritizing Timing and Certainty
Seller expectations are also evolving. Zillow’s data shows:
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About two-thirds of sellers covered some or all buyer closing costs
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One in three sellers offered a rate buydown
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One in three sellers prioritized selling within their desired timeframe over maximizing price
This reflects a pragmatic approach where certainty and execution matter more than chasing peak pricing.
How Marketing Quality Impacts Agent Choice
Professional marketing remains a major factor in agent selection:
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78% of sellers prefer agents who offer high-resolution photography
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75% of sellers favor agents who provide virtual tours and interactive floor plans
Strong digital marketing is no longer optional—it’s a baseline expectation.
Why Online Presence Is Now a Competitive Advantage
Taken together, the data points to a housing market that is:
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Digitally driven
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Highly informed
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Fast-moving and intentional
For agents, success increasingly depends on online visibility, clarity of strategy, and a modern client experience—not just personal referrals.
Buying or selling and researching agents online? Looking for a modern, results-driven real estate experience?Connect with Laura Graves Real Estate today and work with an agent who understands how today’s buyers and sellers make decisions.
Phone: 786-457-8001
Email: [email protected]
Email: [email protected]
