How a lot do first impressions matter for actual property brokers? Do brokers profit from social media? What digital instruments matter most to patrons and sellers?
Zillow just lately surveyed over 5,000 patrons and 6,200 sellers to seize solutions to those questions and lots of extra as a part of our first annual Client Housing Traits Report for Brokers, which options dozens of insights that may assist brokers add worth and tailor their strategy to working with shoppers.
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. Almost all patrons and sellers work with brokers
At this time’s customers have entry to loads of info and actual property instruments in comparison with earlier generations, however that hasn’t diminished the position of brokers. Though on the market by proprietor (FSBO) paths exist, 93 % of sellers and 85 % of patrons 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 will help information customers from the primary assembly to the ultimate contract.
2. Many patrons and sellers rent the primary agent they contact
Customers aren’t procuring round a lot relating to illustration: 59 % of sellers and 47 % of patrons finally employed the primary agent they contacted. This can be a signal that many customers select an agent they’d labored with beforehand, somewhat than probably losing time with a number of in-person conferences. This pattern can be a very good reminder to arrange an agent profile and maintain info updated on web sites and social networks so it’s simple for first-timers to find you.
3. Digital instruments profit each brokers and shoppers
Digital instruments aren’t only for customers — brokers who use them successfully can achieve an edge. For instance, 78 % of sellers mentioned they’re extra prone to rent an agent who affords hi-res pictures, and 71percent mentioned they’re extra prone to rent somebody offering digital excursions and/or interactive flooring plans. For good cause: Purchaser curiosity in seeing listings with 3D capabilities and digital excursions has elevated since 2019.
4. Patrons need to textual content brokers
With regards to speaking, 91 % of patrons who labored with an agent mentioned they have been in touch weekly, together with 44 % who have been in touch every day. To handle the back-and-forth, most of those patrons 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 exterior of an workplace, this could possibly be a constructive pattern that helps them handle shoppers all through the day while not having to interrupt showings to select up the telephone.
5. Itemizing brokers have a chance to set expectations with sellers
Though house costs have elevated in recent times, many sellers look like doing extra work. At this time’s typical vendor holds two open homes — in comparison with one previous to 2023 — and has to go away their house twice for personal showings. Plus, 50 % of sellers mentioned they’d a suggestion fall by way of. This knowledge highlights the significance of teaching sellers all through the method. Brokers appear to be making sturdy first impressions, however given the hurdles that many sellers face, there’s additionally typically 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 Road Journal and The New Yorker.
To see extra analysis like this round agent commissions and shopper preferences, obtain Zillow’s free 2025 Client Housing Traits Report for Brokers.
