How a lot do first impressions matter for actual property brokers? Do brokers profit from social media? What digital instruments matter most to consumers and sellers?
Zillow not too long ago surveyed over 5,000 consumers and 6,200 sellers to seize solutions to those questions and plenty of extra as a part of our first annual Client Housing Developments Report for Brokers, which options dozens of insights that may assist brokers add worth and tailor their method to working with purchasers.
These 5 key takeaways from our analysis are value realizing whether or not you’re a brand new agent or have many years of expertise.
1. Practically all consumers and sellers work with brokers
At present’s customers have entry to loads of data and actual property instruments in comparison with earlier generations, however that hasn’t diminished the function of brokers. Though on the market by proprietor (FSBO) paths exist, 93 % of sellers and 85 % of consumers used an agent sooner or later throughout their journey. These benchmarks haven’t budged a lot in recent times both, highlighting the necessity for reliable and responsive brokers who might help information customers from the primary assembly to the ultimate contract.
2. Many consumers and sellers rent the primary agent they contact
Customers aren’t procuring round a lot in terms of illustration: 59 % of sellers and 47 % of consumers finally employed the primary agent they contacted. This can be a signal that many customers select an agent that they had labored with beforehand, fairly than doubtlessly losing time with a number of in-person conferences. This development can be an excellent reminder to arrange an agent profile and preserve data updated on web sites and social networks so it’s straightforward for first-timers to find you.
3. Digital instruments profit each brokers and purchasers
Digital instruments aren’t only for customers — brokers who use them successfully can acquire an edge. For instance, 78 % of sellers mentioned they’re extra prone to rent an agent who provides hi-res pictures, and 71percent mentioned they’re extra prone to rent somebody offering digital excursions and/or interactive ground plans. For good motive: Purchaser curiosity in seeing listings with 3D capabilities and digital excursions has elevated since 2019.
4. Patrons wish to textual content brokers
In terms of speaking, 91 % of consumers who labored with an agent mentioned they have been involved weekly, together with 44 % who have been involved every day. To handle the back-and-forth, most of those consumers most well-liked to speak by way of textual content message or messenger app, in comparison with simply 33% who most well-liked telephone calls. Given the time brokers spend touring outdoors of an workplace, this may very well be a constructive development that helps them handle purchasers all through the day with no need to interrupt showings to choose up the telephone.
5. Itemizing brokers have a chance to set expectations with sellers
Though dwelling costs have elevated in recent times, many sellers look like doing extra work. At present’s typical vendor holds two open homes — in comparison with one previous to 2023 — and has to go away their dwelling twice for personal showings. Plus, 50 % of sellers mentioned that they had a suggestion fall by way of. This information highlights the significance of teaching sellers all through the method. Brokers appear to be making robust first impressions, however given the hurdles that many sellers face, there’s additionally usually a necessity to guard the vendor’s schedule and assist them handle stress earlier than the sale is full.
Jordan Teicher is Zillow’s senior supervisor of B2B content material. His writing has been printed by The New York Instances, The Wall Avenue Journal and The New Yorker.
To see extra analysis like this round agent commissions and consumer preferences, obtain Zillow’s free 2025 Client Housing Developments Report for Brokers.
