According to research conducted by Zillow, it has been discovered that 55% of home buyers have previously purchased a home, leading to a shift in expectations regarding the value that real estate agents provide.
After enduring several years of high mortgage rates, many homeowners are re-entering the market with a better understanding of financing costs and trade-offs, as revealed in the report.
Amanda Pendleton, Zillow’s home trends expert, noted that repeat buyers now make up the majority of the current market and have a different mindset compared to a few years ago. These “comeback buyers” have experienced multiple market cycles, adjusted to current interest rates, and are looking for agents who offer a clear strategy, efficient process management, and a modern, digital-first experience.
Personal connection remains important
While familiarity is still a factor, the report indicates that it is no longer the sole determining factor in selecting an agent.
Although 79% of repeat buyers are open to working with the same agent again, only 13% actually hire an agent based solely on a previous relationship.
Many experienced buyers reported interviewing multiple agents before making a decision, with nearly half speaking to two or more agents and using online research to narrow down their choices before reaching out.
Pendleton emphasized that loyalty is still relevant, but buyers are more intentional in their decision-making process. Agents who maintain visibility, communicate effectively, and showcase expertise early on are more likely to attract business, even from experienced clients.
Buyers and sellers making quick decisions
Despite a more thorough search process, hiring decisions are often made swiftly once contact is initiated.
Zillow’s research revealed that 47% of buyers and 59% of sellers opt to work with the first agent they communicate with, indicating that online impressions play a significant role in shaping outcomes before any direct interaction occurs.
The data also shows that repeat buyers prioritize efficiency and strategy more than first-time buyers.
Almost two-thirds of repeat buyers value an agent’s ability to organize and submit paperwork, compared to just over half of first-time buyers.
Repeat buyers also place greater emphasis on pricing strategy, negotiations, and offer structure, while showing less interest in services like private tours.
Communication preferences have also evolved, with half of buyers preferring text or messaging apps over phone calls when working with an agent.
On the selling side, Zillow’s report highlights a more pragmatic approach to decision-making.
Approximately two-thirds of sellers contribute to a buyer’s closing costs, and about one-third offer mortgage rate buydowns.
Another third prioritize selling within their preferred timeframe over achieving the highest possible price.
Marketing strategies also play a role in agent selection, with high-resolution photography and virtual tours being favored by sellers.
The complete 2025 Consumer Housing Trends Report for Agents by Zillow can be accessed here.