How a lot do first impressions matter for actual property brokers? Do brokers profit from social media? What digital instruments matter most to consumers and sellers?
Zillow just lately surveyed over 5,000 consumers and 6,200 sellers to seize solutions to those questions and lots of extra as a part of our first annual Client Housing Tendencies Report for Brokers, which options dozens of insights that may assist brokers add worth and tailor their method to working with shoppers.
These 5 key takeaways from our analysis are value understanding whether or not you’re a brand new agent or have a long time of expertise.
1. Almost all consumers and sellers work with brokers
In the present day’s shoppers have entry to loads of info and actual property instruments in comparison with earlier generations, however that hasn’t diminished the function of brokers. Although on the market by proprietor (FSBO) paths exist, 93 p.c of sellers and 85 p.c of consumers used an agent sooner or later throughout their journey. These benchmarks haven’t budged a lot lately both, highlighting the necessity for reliable and responsive brokers who can assist information shoppers from the primary assembly to the ultimate contract.
2. Many consumers and sellers rent the primary agent they contact
Customers aren’t buying round a lot in terms of illustration: 59 p.c of sellers and 47 p.c of consumers in the end employed the primary agent they contacted. This can be a signal that many shoppers select an agent that they had labored with beforehand, reasonably than probably losing time with a number of in-person conferences. This development can be an excellent reminder to arrange an agent profile and hold info updated on web sites and social networks so it’s simple for first-timers to find you.
3. Digital instruments profit each brokers and shoppers
Digital instruments aren’t only for shoppers — brokers who use them successfully can acquire an edge. For instance, 78 p.c of sellers mentioned they’re extra more likely to rent an agent who provides hi-res images, and 71percent mentioned they’re extra more likely to rent somebody offering digital excursions and/or interactive flooring plans. For good motive: Purchaser curiosity in seeing listings with 3D capabilities and digital excursions has elevated since 2019.
4. Patrons wish to textual content brokers
In terms of speaking, 91 p.c of consumers who labored with an agent mentioned they had been in touch weekly, together with 44 p.c who had been in touch every day. To handle the back-and-forth, most of those consumers most popular to speak by way of textual content message or messenger app, in comparison with simply 33% who most popular cellphone calls. Given the time brokers spend touring outdoors of an workplace, this might be a optimistic development that helps them handle shoppers all through the day without having to interrupt showings to choose up the cellphone.
5. Itemizing brokers have a possibility to set expectations with sellers
Although dwelling costs have elevated lately, many sellers seem like doing extra work. In the present day’s typical vendor holds two open homes — in comparison with one previous to 2023 — and has to go away their dwelling twice for personal showings. Plus, 50 p.c of sellers mentioned that they had a suggestion fall via. This knowledge highlights the significance of teaching sellers all through the method. Brokers appear to be making sturdy first impressions, however given the hurdles that many sellers face, there’s additionally usually a necessity to guard the vendor’s schedule and assist them handle stress earlier than the sale is full.
Jordan Teicher is Zillow’s senior supervisor of B2B content material. His writing has been printed by The New York Occasions, The Wall Road Journal and The New Yorker.
To see extra analysis like this round agent commissions and shopper preferences, obtain Zillow’s free 2025 Client Housing Tendencies Report for Brokers.
