9 out of 10 Consumers Still Use Real Estate Agents

Roughly nine out of ten buyers (88%) and sellers (91%) still use a real estate agent. But they expect you to prove your value fast.

Clients move quickly and form opinions early. They decide who earns their trust within the first few moments of interaction.

The National Association of REALTORS® 2026 Generational Trends report reinforces how firmly agents are embedded in the transaction. It also highlights rising expectations on both sides.

Clients pay attention to how clearly you explain what you do and how it helps them. They look for signs you can guide them through the process with confidence.

When a buyer or seller reaches out, they already have a sense of what they want. The next step is deciding who can deliver.

Consumers Still Choose Agents at Scale

The headline number holds steady for another year. Buyers still rely on real estate agents at a rate that leaves little room for doubt about relevance. Sellers show even stronger alignment with that choice. The role of the agent remains central to how home purchase transactions get done.

Here is what the data makes clear:

• 88% of buyers purchased their home through a real estate agent
• 91% of sellers used an agent to sell their home
• Only 5% of sellers completed a for-sale-by-owner transaction
• 43% of buyers found their agent through a referral
• 15% worked with an agent they had used before
• Around 6% found their agent through a website without a referral

These numbers point to a market that still runs through professionals. Consumers are not opting out of representation in meaningful numbers. They are choosing who to trust.

Referrals carry the most weight in that decision. Nearly half of buyers come through a personal connection. Past experience also plays a strong role, especially among older clients who return to agents they already know. 

Digital discovery sits far behind these channels, which reinforces how much reputation drives opportunity.

In other words, the industry runs on trust signals that form before the first conversation. Clients arrive with expectations shaped by someone else’s experience or by their own history.

When a buyer or seller reaches out, they’re already leaning toward using an agent. The question they’re trying to answer is whether this agent is worth it.

What Clients Expect From Agents

The next layer of the data shows where agents truly earn their place. Clients are pretty clear about what they want help with, and it’s centered on decisions, not access.

Here’s what buyers say they want most from their agent:

• 50% want help finding the right home
• 13% want help negotiating the terms of the sale
• 12% want help negotiating price
• 7% want help with paperwork

Most buyers aren’t looking for someone to open doors and fill out paperwork. They want someone who can guide them to the right choice and help them lock it down at an affordable price.

What buyers say agents actually deliver fills in the rest:

• 54% say agents pointed out features or faults they would have missed
• 52% say agents helped them understand the purchase process
• 45% say agents negotiated better contract terms
• 44% say agents connected them with service providers
• 35% say agents negotiated a better price
• 27% say agents shortened their home search

Buyers want someone who can spot problems early, explain what really matters, and keep things moving without surprises. Price matters, but it’s only one piece of what clients remember.

Younger buyers lean even harder into guidance. They want to understand what’s happening and why.

• 71% of Younger Millennials say understanding the process is a key benefit
• 61% of Gen Z say the same

They’re learning how the process works while they go through it. 

Communication shapes how all of this feels to the client. Fast responses and clear updates are critical elements of your client’s perception of you as a guide. Leave them guessing and wringing their hands over when you’ll finally get back to them, and they’re already thinking, “Should I have hired the other agent?”

• 72% want direct communication and updates
• 68% want alerts as soon as listings or price changes hit the market

Clients notice how quickly you respond and how clearly you explain what comes next. That’s where confidence starts to build. And it’s the kind of confidence that determines whether or not they recommend you to someone else. Ever. 

Because buyers already have access to listings. They’re hiring agents for judgment, insider knowledge, clarity, and someone who can help them make the right call (and avoid mistakes).

And they’re looking for proof you are that agent. 

Sellers Expect Precision and a Clear Plan

Seller behavior tells a slightly different story. Their reliance on agents is even stronger, and the stakes feel higher right from the start. 

Here’s what the data shows on the seller side:

• 91% of sellers used an agent to sell their home
• Median sale price came in at 99% of the final listing price
• 9% of sellers never reduced their asking price
• 25% reduced their price once
• About half reduced their price four or more times
• 27% of sellers offered incentives to attract buyers
• Sellers stayed in their homes for a median of 11 years before selling
• 66% reported being very satisfied with the selling process

Selling isn’t something people do often. Most homeowners are coming into this after a decade or more in the same property. There’s money on the line, and there’s emotion tied to it.

Pricing sits at the center of the experience. Some homes sell without adjustments. Many require multiple price changes to find the right buyer. That puts pressure on the agent to get it right early or explain clearly what needs to change and why.

That begins with separating the list price from your seller’s identity. 

Incentives add another layer. More than a quarter of sellers are offering something extra to move the deal forward. That can mean closing cost help, repairs, or other concessions. Sellers look to their agent to guide those decisions and protect their bottom line.

Motivation also shapes expectations. A seller’s decision to move is often rooted in life changes.

• 26% want to move closer to friends or family
• 10% say their home is too small
• 10% say their home is too large

These are personal decisions tied to timing, family needs, career changes, and lifestyle. Sellers want a plan that fits their situation, not a generic approach.

Satisfaction is strong, though it leaves room for improvement. Two-thirds report being very satisfied. That still leaves a sizable share who expected more from the process.

From the seller’s perspective, value comes down to control and confidence. They want to know the home is priced right and positioned to sell within a reasonable timeframe. 

They’re looking for someone who can guide them through decisions that directly affect their financial outcome, which could directly impact their lifestyle for the next several years. 

The Real Test Happens in the First Conversation

Buyers and sellers still choose agents in overwhelming numbers. The decision happens quickly and hinges on whether the agent can make their value clear right away.

Clients want someone they can trust to guide them through decisions that carry real consequences. They want to know how you’ll help them choose the right home (or price theirs correctly), negotiate better terms, and avoid mistakes they can’t see yet.

But the time window for proving your value has gotten narrower. By the time a client reaches out, they already have context from referrals, past experience, or their own research, which could include what you’re sharing on social media. 

What they’re looking for is confirmation they called the right agent. And much depends on the first impression you make when you show up for your first face-to-face.

For both camps, the agents who win answer one question without hesitation. What do you actually do for me, and how does it change the outcome?