More Americans are turning to tech for both the homebuying and selling processes, marking a changing landscape for real estate pros who want to stand out and win business.
In 2025, 36% of sellers found agents through online channels, jumping from 15% in 2018, according to a new report from Zillow.
For buyers, 33% said online research influenced their decisions when choosing an agent.
Home sellers and buyers alike are becoming more tech-savvy and expect their agents to be digital-forward as well, according to the report.
At the same time, repeat buyers account for more than half of the market, meaning agents are working with experienced buyers with high expectations.
“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.”
Agents who fall behind may find themselves at a disadvantage in 2026, a year industry experts predict will bring greater traffic and a more robust housing market.
Even past experience won’t make up the difference, according to Zillow. Just 13% of buyers hired their former agent, despite 79% indicating they would be open to it.
Modern home shoppers aren’t dependent on recommendations or proximity to find help. About half of the repeat buyers interviewed two or more agents after researching online to find suitable candidates.
Buyers across every generation turned to online tools in 2025. More than 1 in 3 specifically used AI-driven tech in 2025, especially for virtual tours, estimating payments, and checking property values.
Industry experts are doing the same: a survey of Realtors found that the most popular tech tools among these pros were eSignature (79%), followed by social media (75%), and drone photography and video (52%).
