As AI tools are increasingly shining their influence on everyday life. A new report from Realtor.com has found that a majority of home shoppers are embracing new tech tools to navigate the housing market, with 82% of respondents stating they use AI for real estate insight. Despite the shift toward enhancing the homebuyer journey with tech advances, consumers still feel real estate professionals remain the most trusted and accurate source of information throughout the homebuying process.
The study found that among AI platforms, ChatGPT (67%) and Gemini (54%) lead the way, as more than half of respondents stated they were excited about how AI can personalize their search. Following that trend, Zillow recently launched its own search functionality within ChatGPT, delivering listings and agents directly to users.
Social media has also become a common destination for homebuyers to turn to, as nearly 90% of those polled utilizing it in their home search. YouTube (73%) and Facebook (57%) led the way in terms of choice for social media searches. A majority 76% of Gen Z stated that TikTok is one of their go-to outlets for housing content, more than any other generation.
"The housing market remains a challenge for both buyers and sellers, and Americans are responding by embracing new ways to get smarter about their decisions," said Realtor.com Chief Economist Danielle Hale. "From AI platforms to social media, consumers are expanding where they turn for insights. This shift shows that the future of real estate will be shaped not only by market conditions, but also by how quickly people adopt fresh tools and perspectives to navigate them."
When seeking more knowledge and advancing the home search process, respondents said the sources that made them "smarter" about the market were real estate agents (62%), followed by AI (61%), traditional media, and social platforms. Agents were also rated the most accurate source of market information, ahead of AI, family and friends, and the news. According to those surveyed, amid all of these information sources, the majority felt that time spent navigating each source for more information about the market was a good use of time.
Despite an increased reliance and comfort with new housing market information sources, many potential buyers and sellers found housing market information 一 sourced from their friends and family, social media, and television streaming shows 一 was not applicable to their their specific housing market of choice. The survey results highlight that when turning to:
- TV and streaming shows: Nearly 40% of respondents noted that the information was not applicable to their specific market, and said it depicted an unlikely homebuying and home selling experience.
- Social media: Roughly 30% (28.8%) stated that this information was not applicable to their specific market, and 30.5% said it offered an inaccurate picture of the market.
- Friends, family, or neighbors: There were 24% who said that the information was not applicable to their specific market, and depicted an unlikely homebuying and home selling experience.
The survey highlights that while buyers and sellers are experimenting with new ways to get educated on the home shopping process, expert guidance remains critical — especially in a market where only 28% of homes are affordable to the typical household.
For the survey, Realtor.com polled 1,000 U.S. adults (aged 18 and up) in early August who were interested in buying or selling their primary residence, or have done so within the past two years.
