What Buyers and Sellers Really Want From Real Estate Agents

To help agents navigate shifting market conditions and economic uncertainty, Zillow released its first Consumer Housing Trends Report for Agents. Over the course of the year, more than 5,000 buyers and 6,200 sellers were surveyed to better understand their attitudes, preferences, and recent experiences in the housing market.

The findings reveal how consumers choose agents, which services they value most, how they prefer to communicate, and what they really think about commissions.

Here are a few standout insights from the report.

How Do Buyers Prefer to Communicate?

Start stretching those fingers.

When it comes to staying in touch, buyers overwhelmingly favor written communication. Among those who worked with an agent, 53% preferred texting or messaging apps, while just 33% favored phone calls. Add in the 13% who preferred email, and nearly two-thirds of buyers chose written communication over speaking on the phone.

This shift could work in agents’ favor. With so much time spent traveling between appointments and showings, messaging allows agents to manage conversations throughout the day without constantly stepping away to take calls.

That said, responsiveness still matters. Forty-four percent of buyers reported being in daily contact with their agent, while another 47% communicated weekly—highlighting the importance of staying consistently engaged, regardless of the channel.

How Many Agents Do Sellers Contact?

Nearly all sellers—93%—work with an agent at some point during their transaction.

Interestingly, sellers who hired an agent were far more likely to go with the first professional they contacted (59%) compared to buyers (47%). The gap widens even further among first-timers: 64% of first-time sellers hired the first agent they spoke with, versus just 40% of first-time buyers.

Urgency may be driving that behavior, particularly for sellers navigating life changes like job relocations or time-sensitive moves.

First impressions also appear to play a major role. While buyer’s agents may face stiffer competition early on, listing agents often have an opportunity to secure the relationship during the initial meeting—especially when they arrive with a strong pricing strategy and compelling marketing plan.