As repeat buyers comprise 55% of the market, agents are encountering a more tech-savvy clientele that is transforming the way real estate relationships start.

SEATTLE, Dec. 30, 2025 — The process by which buyers and sellers select a real estate agent has undergone significant changes in recent years, transforming the requirements for securing business.

Per the report, 36% of sellers now discover their agents via online platforms, representing more than a twofold increase from the 15% recorded in 2018. For buyers, 33% indicate that online research was instrumental in their agent selection process.

Concurrently, repeat buyers represent 55% of all home purchases, bringing enhanced experience, elevated expectations, and a more methodical approach to agent selection.

Following years of waiting on the sidelines for mortgage rates to decline, numerous homeowners are returning to the market with a deeper comprehension of rates, timing, and compromises. These seasoned buyers are re-entering with shifted priorities and heightened expectations while navigating current market conditions.

“Repeat buyers now constitute the majority of the current market, and they’re returning with a significantly altered perspective compared to just a few years prior,” stated Amanda Pendleton, Zillow’s home trends expert. “These ‘comeback buyers’ have experienced multiple market cycles; they’ve adapted to current rates; and they’re deliberate in their hiring decisions, favoring agents who present a clear strategy, robust process management, and a genuinely modern, digital-first approach.”

A more competitive but predictable client landscape

The data also reveals a change in repeat buyers’ agent selection process. Though 79% of repeat buyers express willingness to work with their previous agent again, merely 13% actually engaged their agent based on prior experience.

This discrepancy reflects typical circumstances — relocations to new markets, agent retirements, or life transitions — yet it also underscores the purposeful nature of experienced buyers. Approximately half of repeat buyers interviewed at least two agents, frequently refining their shortlist through online research prior to initiating contact.

“This doesn’t signify the end of loyalty,” Pendleton noted. “It’s about buyers becoming more purposeful. Agents who maintain visibility, communicate transparently, and showcase their expertise from the outset are strategically positioned to secure that business — even when working with seasoned clients.”

Once contact is established, decisions typically occur rapidly; 47% of buyers retained the first agent they contacted, as did 59% of sellers. This indicates that for agents, the hiring decision frequently occurs prior to the initial conversation, influenced by how effectively an agent’s expertise, methodology, and performance history are conveyed online.

What comeback buyers value most from agents

In contrast to first-time buyers, repeat buyers prioritize efficiency and strategic direction:

• Efficiency over guidance: 63% of repeat buyers identified organizing and submitting documentation as the most valuable agent service, versus 51% of first-time buyers.
• Enhanced offer strategy: Repeat buyers assigned greater importance to pricing strategy, negotiations, and offer composition, while de-emphasizing private showings.
• Text-based communication: 50% of buyers who engaged an agent favor texting or messaging applications for agent communication, compared to just 33% who preferred telephone calls.

Sellers are prioritizing timing and certainty

The report additionally demonstrates that sellers are making practical decisions to accomplish their objectives:

• Approximately two-thirds of sellers paid some or all of the buyer’s closing expenses.
• One-third of sellers provided a rate buydown.
• One-third of sellers indicated that selling within their desired timeframe was more important than achieving maximum price.

How agents market listings influences hiring decisions

• 78% of sellers expressed greater likelihood of hiring agents who provide high-resolution photography.
• 75% of sellers showed increased likelihood of hiring agents who offer virtual tours and interactive floor plans.

Collectively, the findings indicate a market that is dynamic, knowledgeable, and purposeful — where preparation and transparency are as critical as relationships.

The complete 2025 Consumer Housing Trends Report for Agents can be accessed .

About Zillow Group:

Zillow Group, Inc. (Nasdaq: Z and ZG) is revolutionizing real estate to help more people achieve homeownership. As America’s most frequented real estate application and website, Zillow and its partners assist individuals in finding and securing their desired homes by providing digital tools, committed real estate experts, and streamlined buying, selling, financing, and rental processes.

Zillow Group’s network of affiliates, subsidiaries, and brands encompasses Zillow®, Zillow Premier Agent®, Zillow Home Loans℠, Zillow Rentals®, Trulia®, Out East®, StreetEasy®, HotPads®, ShowingTime+℠, Spruce®, and Follow Up Boss®.

All trademarks mentioned herein are the property of MFTB Holdco, Inc., a Zillow affiliate. Zillow Home Loans, LLC operates as an Equal Housing Lender, NMLS #10287 (). © 2025 MFTB Holdco, Inc., a Zillow affiliate.

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SOURCE Zillow