What 11,000 buyers & sellers want from real estate agents

Boston Real Estate for Sale

What 11,000 buyers & sellers want from real estate agents

Based on large-scale consumer research (including Zillow’s Trends Report and NAR’s 2025/2026 findings), the following are the primary expectations and behaviors of home buyers and sellers.

What Home Buyers Want

For buyers, the priority has shifted from getting a “deal” to finding the right home and having a knowledgeable guide.

Finding the Right Property (49%): This is the top reason buyers hire an agent, far outweighing price negotiation (11%) or contract terms (14%).
Process Guidance: 76% of first-time buyers credit their agent with helping them understand the complex buying process.
Spotting Hidden Flaws: Over half (58%) of buyers value an agent who points out unnoticed property features or faults.
Mobile-First Communication: 53% of buyers prefer texting or messenger apps, while only 33% prefer phone calls.
Hyper-Local Expertise: Buyers expect detailed neighborhood data on schools, zoning, and property tax information.

What Home Sellers Want

Sellers are focused on marketing efficiency and maximizing ROI through professional presentation.

Compelling Marketing (22%): This is the top priority for sellers. They specifically seek agents who offer high-resolution photography (78%) and virtual tours or floor plans (75%).
Competitive Pricing (20%): Sellers rely on agents to set a price that attracts buyers without leaving money on the table.
Speed and Timeline (18%): Sellers often have a specific timeframe, frequently driven by life events like job transfers.
National Association of REALTORS® +3
First Impressions Matter: 59% of sellers hire the very first agent they contact, making the initial appointment critical for securing the listing.

Universal Priorities for Both Groups

Trust and Reputation: Honesty and trustworthiness are consistently cited as the top criteria for choosing an agent across all generations.
National Association of REALTORS®
Referrals: More than one-third of clients find their agent through a friend, neighbor, or relative.
National Association of REALTORS® +1
Personalized Service: 73% of clients value agents who personally call to update them on activities rather than just sending automated updates.