New data from Zillow’s 2025 Consumer Housing Trends Report for Agents reveals a marked shift in how buyers and sellers connect with real estate agents, with online research now a key driver in initiating those relationships.
According to Zillow, digital channels are playing an increasingly central role in agent selection, reshaping traditional referral and word-of-mouth pathways.
The report indicates that 36% of sellers now find their agents through online sources — more than double the 15% reported in 2018 — while 33% of buyers say online research significantly influenced their choice of agent. This trend reflects a broader shift toward digital engagement and suggests that an agent’s online presence, visibility, and perceived expertise can be decisive even before first contact.
A major factor in this shift is the rise of repeat buyers, who now comprise 55% of all home purchasers. These seasoned buyers bring greater market experience and more exacting expectations, often evaluating multiple agents and narrowing their options through online research before making direct contact. Zillow’s data shows that nearly half of repeat buyers interviewed two or more agents prior to engagement, underscoring the importance of digital first impressions.
Despite their experience with past agents — 79% of repeat buyers said they would consider working again with a previous agent — only 13% did so. This gap partly reflects real-world factors such as relocations or agent retirements, but also highlights how intentional and selective experienced buyers have become.
Once contact occurs, decisions often happen quickly: 47% of buyers and 59% of sellers hired the first agent they spoke with. Zillow concludes that decisions are frequently made before agents even pick up the phone, driven by clarity of expertise, communication style, and strategic positioning visible online.
The report also outlines specific service preferences among repeat buyers, who place a higher premium on efficiency and strategic guidance — such as organizing paperwork, pricing strategy, and negotiation — than on traditional services like private tours.
Additionally, half of buyers prefer text-first communication with agents over phone calls.
For sellers, priorities such as covering buyers’ closing costs or offering rate buydowns, and marketing tools, including high-resolution photography and virtual tours, are increasingly influential in agent selection.
