According to NAR’s 2025 Profile of Home Buyers and Sellers, 88% of home buyers purchased through a real estate agent or broker.
That single stat captures the ongoing trust between buyers and real estate professionals. Even in a digital era filled with search portals, social media videos, and AI tools, people continue to rely on a human guide when it comes to one of life’s biggest financial decisions.
The data shows technology hasn’t replaced agents. If anything, it has amplified their role.
Here’s what this year’s findings reveal about how buyers search for homes, what they value most, and why the agent relationship remains central to the process.
The Agent’s Role Isn’t Fading, It’s Evolving
Nearly half of all buyers, 46%, started their home search online, while 20% began by contacting an agent. While 88% of home buyers ultimately purchased through an agent or broker, 85% relied on their services as the most trusted source of information during the search itself.
Among buyers of previously owned homes, that number rose to 92%. Only 7% of buyers purchased directly from a previous owner, and 4% bought from a builder or builder’s agent.
While buyers have more access to listings than ever before, they still depend on professional guidance to interpret market data, assess property value, and navigate negotiations with confidence.
What Buyers Value Most from Agents
NAR’s report makes it clear buyers want more than help finding a house. They want an expert who can simplify the process and catch what they might miss.
Buyers identified the most valuable services as:
- 50% wanted help finding the right home
- 13% wanted help negotiating terms of the sale
- 12% wanted help with price negotiations
- 7% wanted help with paperwork
- 54% said their agent pointed out unseen features or faults
- 52% said their agent helped them understand the process
For first-time buyers, that last service stood out most. Seventy-six percent said their agent’s help in understanding the buying process was invaluable, compared to 45% of repeat buyers.
The findings reflect how buyers increasingly view agents as partners in decision-making, not just facilitators of access (i.e., “door openers”).
Trust Starts Before the First Showing
Most buyers didn’t meet their agent through an online ad or a lead form. They were referred by someone they already trusted.
- 43% found their agent through a friend, neighbor, or relative
- 49% of first-time buyers relied on referrals
- 41% of repeat buyers used referrals, and 18% worked with a previous agent
- 26% made initial contact by phone, 23% met in person, and 17% were introduced through a friend
Most buyers interviewed only one agent before deciding who to work with. That was true for 67% of first-time buyers and 76% of repeat buyers.
Another 16% interviewed two agents, with first-time buyers slightly more likely to do so.
The numbers highlight that the client relationship often starts with familiarity and confidence, not comparison shopping.
The Digital Layer Strengthens the Human Connection
Every buyer used the internet during their search, and 70% relied on mobile or tablet devices. Online tools have become essential to the early stages of the process, but they still complement, rather than replace, professional expertise.
Here’s how buyers rated the most useful digital tools and features:
- 81% found photos very useful
- 77% valued detailed property information
- 57% appreciated floor plans
- 44% wanted real estate contact information
- 38% used virtual tours
Even with these tools, 77% of buyers said real estate agents were the most useful source overall, followed by mobile devices (60%) and online video sites (58%).
So, the data shows technology helps buyers explore, but human guidance helps them decide.
The Satisfaction That Drives Repeat Business
If trust is the foundation of the agent relationship, satisfaction is the proof.
According to the report:
- 92% of buyers were satisfied with the home-buying process
- 59% were very satisfied, and 33% were somewhat satisfied
- 91% said they would use or recommend their agent again
- 62% had already recommended their agent within a year of purchase
- 18% recommended their agent four or more times, and 19% had done so twice
The numbers reinforce what experience already tells us: service quality drives referrals, and consistency drives reputation.
The Ongoing Proof of Value
While 56% of buyers said the hardest part of the process was finding the right property, the data shows the solution wasn’t another app or website. It was someone who could help them make sense of their options and feel confident about their choice.
How are you doing that for your clients right now?
