Real estate agents are increasingly prioritizing technology that reduces mental workload rather than simply saving time or money, according to a new survey from Zillow Group.
The company’s 2026 Agent Trends Survey found ease of use now ranks as the most important factor agents consider when evaluating new technology, surpassing both cost and efficiency. The shift reflects the growing complexity of agents’ workflows, as most professionals rely on two to four different systems weekly to manage listings, client communications, and transactions. This fragmentation contributes to cognitive strain that agents say detracts from relationship-building and client service.
Artificial intelligence (AI) is playing an increasingly central role in addressing those challenges. Nearly half of agents report using AI tools such as ChatGPT, Gemini, or Claude on a daily basis, signaling rapid adoption as agents seek to automate routine tasks like drafting communications and summarizing market data. However, adoption remains uneven: roughly one-quarter of agents use AI infrequently or not at all, highlighting a widening technology gap within the profession.
"What stands out in this data is how quickly AI has become routine for many agents, while others are barely using it at all," said Cameron Swiggett, Zillow's vice president of product. "For agents who haven't started yet, here's the reality: AI isn't here to edge you out — it's here to give you an edge. Start small with repetitive tasks, like drafting follow-up emails or summarizing market reports. The goal is to free up mental energy so you can focus on what really matters: winning clients, deepening relationships and guiding people through the biggest financial decisions of their lives. The agents who figure this out will appear superhuman to their clients and win more deals."
Beyond workflow efficiency, the survey underscores agents’ continued importance as advisors. Nearly half of agents say new clients overestimate their homebuying budgets, while most buyers require substantial guidance despite having basic financial literacy. Pre-approval trends are also mixed, with about half of agents reporting that new leads arrive pre-approved only some of the time.
Referrals and repeat business remain the industry’s dominant lead sources, reinforcing the value of long-term client relationships. Meanwhile, most agents rely heavily on comparable sales data, including price history and days on market, to guide listing strategies.
