Zillow report: Online research now shapes how most agent relationships begin
Zillow (NYSE: Z) released data from its 2025 Consumer Housing Trends Report for Agents showing online research now shapes most agent relationships and repeat buyers dominate the market.
Rhea-AI Summary
Zillow (NYSE: Z) released data from its 2025 Consumer Housing Trends Report for Agents showing online research now shapes most agent relationships and repeat buyers dominate the market. Key metrics: 55% of buyers are repeat buyers; 36% of sellers found agents online (up from 15% in 2018); 33% of buyers cite online research; 47% of buyers and 59% of sellers hired the first agent they spoke with. Repeat buyers value process efficiency (63% prioritized paperwork) and text-first communication (50% prefer texting).
The findings highlight rising digital-first expectations and faster pre-contact hiring decisions that affect agent visibility and lead generation strategies.
Positive
- Sellers finding agents online rose to 36% (2018: 15%)
- 55% of buyers are repeat buyers, representing majority market share
- 47% of buyers hired the first agent they spoke with, speeding conversions
- 50% of buyer clients prefer texting or messaging apps
Negative
- 79% of repeat buyers would consider the same agent but only 13% rehired them
- Repeat buyers emphasize process efficiency: 63% ranked paperwork as most valuable (vs 51% first-timers)
Details
News Market Reaction – Z
On Dec 30, the day this news came out, Z closed 0.72% below the previous close.
Data tracked by StockTitan Argus for the Dec 30 session.
Key Figures
- Repeat buyers share
- 55%
- Share of all home purchasers in 2025 Zillow agent report
- Sellers via online channels
- 36%
- Sellers finding agents online in 2025 vs 2018
- Sellers via online channels 2018
- 15%
- Sellers finding agents online in 2018 baseline
- Buyers using online research
- 33%
- Buyers saying online research played key role in agent choice
- Repeat buyers consider same agent
- 79%
- Repeat buyers who would consider using prior agent
- Hired based on past agent
- 13%
- Repeat buyers who actually rehired prior agent
- Buyers hiring first agent
- 47%
- Buyers who hired first agent contacted
- Sellers hiring first agent
- 59%
- Sellers who hired first agent contacted
Historical Context
-
Seasonal cooling, softer listings, slight affordability improvement heading into 2026.
-
Zillow Zeitgeist 2025 highlighting lifestyle-focused home search trends.
-
Midwest markets topping Zillow 2025 popularity rankings and strong demand signals.
-
Festive holiday towns feature with notable same-day share decline.
-
Analysis of limited rate shopping and impact of modest mortgage rate changes.
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
AI-generated analysis. How Rhea-AI works. Not financial advice.
With repeat buyers making up
According to Zillow's 2025 Consumer Housing Trends Report for Agents,
At the same time, repeat buyers account for
After several years on the sidelines waiting for mortgage rates to fall, many homeowners are reentering the market with a stronger understanding of rates, timing and trade-offs. These experienced buyers are returning with different priorities and higher expectations as they navigate today's market conditions.
"Repeat buyers now make up the majority of today's market, and they're coming back with a very different mindset than they had even a few years ago," said Amanda Pendleton, Zillow's home trends expert. "These 'comeback buyers' have lived through multiple market cycles; they've adjusted to today's rates; and they're intentional about who they hire, rewarding agents who show up with a clear strategy, strong process management and a truly modern, digital-first experience."
A more competitive but predictable client landscape
The data also highlights a shift in how repeat buyers choose agents. While
That gap reflects common realities — moves to new markets, agents who have retired, or life changes — but it also highlights how intentional experienced buyers have become. Nearly half of repeat buyers interviewed two or more agents, often narrowing their short list through online research before making contact.
"This isn't about loyalty disappearing," Pendleton said. "It's about buyers being more intentional. Agents who stay visible, communicate clearly and demonstrate expertise early are well positioned to earn that business — even with experienced clients."
Once contact is made, decisions tend to happen quickly;
What comeback buyers value most from agents
Compared with first-time buyers, repeat buyers place greater emphasis on efficiency and strategic guidance:
- Process over hand-holding:
63% of repeat buyers ranked organizing and submitting paperwork as the most valuable agent service, compared to51% of first-time buyers. - Stronger offer strategy: Repeat buyers placed higher value on pricing strategy, negotiations and offer structure, while placing less emphasis on private tours.
- Text-first communication:
50% of buyers who used an agent prefer texting or messaging apps when working with agents, while only33% preferred phone calls.
Sellers are prioritizing timing and certainty
The report also shows sellers making pragmatic decisions to achieve their goals:
- About two-thirds of sellers covered some or all of the buyer's closing costs.
- One in 3 sellers offered a rate buydown.
- One in 3 sellers said selling within their preferred time frame mattered more than maximizing price.
How agents market listings influences hiring decisions
78% of sellers were more likely to hire agents who offer high-resolution photography.75% of sellers were more likely to hire agents who provide virtual tours and interactive floor plans.
Taken together, the findings point to a market that is active, informed and intentional — one in which preparation and clarity matter as much as relationships.
The full 2025 Consumer Housing Trends Report for Agents is available here.
About Zillow Group:
Zillow Group, Inc. (Nasdaq: Z and ZG) is reimagining real estate to make home a reality for more and more people. As the most visited real estate app and website in
Zillow Group's affiliates, subsidiaries and brands include Zillow®, Zillow Premier Agent®, Zillow Home Loans℠, Zillow Rentals®, Trulia®, Out East®, StreetEasy®, HotPads®, ShowingTime+℠, Spruce®, and Follow Up Boss®.
All marks herein are owned by MFTB Holdco, Inc., a Zillow affiliate. Zillow Home Loans, LLC is an Equal Housing Lender, NMLS #10287 (www.nmlsconsumeraccess.org). © 2025 MFTB Holdco, Inc., a Zillow affiliate.
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SOURCE Zillow
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