The data tells a clear story about how real estate has changed. Here's the research that drives everything we build.
of buyers used an agent to shop, search, or purchase their home
of sellers use an agent
of buyers use an agent
Agent usage hasn't declined — it's stayed strong and even increased over the past 7 years. The relationship still matters. But HOW you get chosen has fundamentally changed.
Source: Zillow Consumer Housing Trends Report 2019-2025
Source: Zillow Consumer Housing Trends Report 2025
of buyers used at least one online resource when shopping for a home
of sellers now find their agent online
(was 15% in 2018 — more than doubled)
of buyers say online research influenced their agent choice
of sellers hired the FIRST agent they contacted
of buyers hired the FIRST agent they spoke with
Almost everyone shops online first. Agents are being chosen before the first conversation happens. Your online presence, content, and speed-to-lead determine whether you get the call — or get passed over.
of repeat buyers say they would consider working with the same agent again
ultimately hired their agent based on past experience alone
The gap? Life happens. People move. Markets change. Clients still research and re-shop. That doesn't mean agents did a bad job — it means the world changed. Clients research online before they ever make a call.
Retention is now a MARKETING problem — not just a relationship problem. Staying visible after closing matters just as much as delivering great service during the transaction.
Source: Zillow Consumer Housing Trends Report 2025
MORE likely to hire
an agent active on social media
No impact
on their hiring decision
LESS likely to hire
an agent on social media
For 44% of buyers, your social presence is a competitive advantage. For only 10%, it's a turnoff. The math is clear: showing up online helps far more than it hurts. You don't need to go viral — you need to be visible and consistent.
Source: Zillow Consumer Housing Trends Report 2025
| Generation | Text/Message | Phone Calls | Net: Written |
|---|---|---|---|
| Gen Z (18-29) | 59% | 29% | 71% |
| Millennial (30-44) | 53% | 28% | 72% |
| Gen X (45-59) | 57% | 34% | 66% |
| Boomers+ (60+) | 42% | 46% | 53% |
| Total | 53% | 33% | 67% |
Two-thirds of buyers prefer written communication over phone calls. Younger generations — your future clients — prefer texting even more. Agents need modern, fast-response workflows that match how clients actually want to communicate.
Source: Zillow Consumer Housing Trends Report 2025
more likely to hire an agent offering high-resolution photography
more likely to hire an agent offering virtual tours / interactive floor plans
more likely to view a home if the listing includes a floor plan they like
Source: Zillow Consumer Housing Trends Report 2025
2019
2025
2020
2025
Gen Z
Millennials
Gen X
Boomers+
Younger buyers — your future clients — demand interactive visuals. Gen Z and Millennials want 3D tours more than any other generation, and this trend is only accelerating. The agents who deliver premium visual experiences win the listing.
Source: Zillow Consumer Housing Trends Report 2025
of mortgage buyers were denied financing at least once before getting approved
of sellers had at least one offer fall through
of all fallouts
More than half of sellers experience a deal falling through — and financing is the number one reason. Your job isn't just to find buyers. It's to close deals. Partner with lenders who reduce fallout risk and protect your pipeline.
Source: Zillow Consumer Housing Trends Report 2025
"Lower commission ranked DEAD LAST among all agent characteristics sellers valued."
Sellers don't hire on price — they hire on TRUST and RESPONSIVENESS. Commission concerns ranked last among all the qualities sellers look for. Agents who demonstrate expertise, build trust quickly, and communicate well win listings.
Source: Zillow Consumer Housing Trends Report 2025
"We're not naive. We know that when you win, we win. That's why we built SCL Connect — to give you every advantage, not to compete with you."
Scale without the corporate feel
Multi-million dollar firm resources, relationship-first approach
Cutting-edge AI innovation
Tools that actually help you grow, not gimmicks
We never compete for your clients
We're here to help you win, not take your business
Human interaction at the heart
Technology should enhance relationships, not replace them
Loan officers who fight for approvals
With 31% of buyers getting denied at least once, your clients need lenders who work hard
The data is clear. The tools are free. Start showing up where your clients are looking.