How Home Buyers and Sellers Find Their Agents in 2025

Referrals still run the real estate world. 

NAR’s 2025 Profile of Home Buyers and Sellers shows that the buyers and sellers found their agent through a referral more often than any other source, outperforming social media, direct mail, and even using an agent they previously worked with (though that came in at #2). 

Add the fact that most buyers and sellers only interview one agent before making their decision, and the takeaway is hard to miss. 

Your reputation and your relationships still drive your business more than anything else.

At the same time, consumer expectations have changed. People want trusted human guidance, but they also expect you to show up with a working knowledge of AI, the clearest information, and communication that moves at their speed. 

In other words, referrals get you the call, but your tech stack helps you win the job. 

How Buyers and Sellers Find Their Real Estate Agent

Referrals and past relationships drive the majority of hiring decisions for both buyers and sellers. Even with more online tools and more places to find agents than ever, most consumers still lean on someone they know or someone they’ve trusted before.

Buyers, in particular, rely heavily on their networks. First-time buyers are the most referral-dependent group in the entire report, and repeat buyers are not far behind. Online discovery does happen, but at very small rates compared to personal recommendations.

Here’s what the numbers look like for buyers.

• 43% were referred by a friend, neighbor, or relative.
• 49% of first-time buyers relied on a referral.
• 41% of repeat buyers were referred.
• 15% used an agent they worked with previously.
• 18% of repeat buyers used a past agent.
• 7% inquired about a property they saw online and met the agent that way.
• 7% were referred by another real estate agent or broker.
• 6% found their agent through a website with no specific reference.
• 5% met their agent at an open house.

Sellers show an almost identical pattern, but with an even stronger lean toward repeat business. Two-thirds of all sellers either hired someone referred to them or used an agent they had worked with in the past. 

That’s a massive signal about how much trust and repeatability matter in an industry where most consumers only make a move every few years.

Here’s a breakdown of how sellers find their agent.

• 37% were referred by a friend, neighbor, or relative.
• 29% used an agent they previously worked with.
• 5% responded to direct personal outreach from an agent.
• 4% found their agent through a website.
• 4% were referred by another real estate agent or broker.
• 3% met their agent at an open house.
• 2% hired an agent who sent direct mail.
• 2% used contact info from a For Sale or Open House sign.
• 2% walked into or called an office and were connected with the agent on duty.
• 1% were referred through an employer or relocation company.

The bottom line for both buyers and sellers? Technology can expand your reach and improve your communication, but referrals still provide the strongest path to being hired. 

Agents who stay connected to their people and deliver a consistently high-quality experience are the ones who dominate these stats year after year.

Buyers Still Lean on Agents More Than Anything

Even with more tools and more data online than ever, 88% of buyers used a real estate agent or broker to purchase their home. That number has held steady for years.

Buyers depend on their agents for the things technology still can’t replace: 

• 50% of all buyers want help finding the right home. 
• Another 13% want help negotiating the terms
• 12% want support with price negotiations. 

Agents also catch problems consumers miss. A full 54% say their agent identified features or faults they didn’t notice. And for first-time buyers who need help understanding the process, 76% say their agent’s guidance was essential.

Information is everywhere, but buyers still want a trusted expert who can interpret it.

Referrals Drive the First Conversation

The biggest lead source in real estate is still people talking about you.

Here’s what the numbers show.

• 43% of all buyers find their agent through a friend, neighbor, or relative.
• 49% of first-time buyers rely on a referral.
• 41% of repeat buyers find their agent the same way.
• 18% of repeat buyers return to an agent they used before.

And because buyers aren’t really shopping around, the stakes are higher.

• 67% of first-time buyers and 76% of repeat buyers hire the first agent they speak to.

If you’re not top of mind in your network, you’re missing the moment when someone is ready to make a move.

Sellers Aren’t Shopping Around Either

Sellers behave almost the same way buyers do: 

• A full 66% hire either a referred agent or someone they’ve worked with in the past. 
• 80% contact only one agent before deciding who to hire.

Most importantly, 91% of sellers chose professional representation, which is the highest share since 2018. Meanwhile, FSBOs hit a record low at 5%. When sellers didn’t know the buyer personally, 96% hired an agent to protect their interests.

Trust and experience are still carrying the industry. Yet, agents who are also learning how to leverage AI to better serve their clients are positioning themselves to lead the next real estate boom. The right tech frees you up to spend more time on activities that require a human touch. 

Technology Is No Longer Optional

Consumers want the relationship, and they want technology that enhances it. 

On the buy side, expectations around communication start here:

• 72% value personal update calls.
• 72% value property information and texts.
• That climbs to 75% for first-time buyers.

Clients want speed, clarity, and personalized information. AI tools help you deliver that without adding more hours to your day.

For sellers, technology shows up in how agents present, promote, and track the listing, as well as in how they keep their clients in the loop throughout the process. 

NAR’s data shows how much clients value responsiveness, clarity, and communication. Technology makes it easier for you to lead with all three.

Satisfaction Is Sky-High for Agents Who Deliver

When agents show up with responsiveness, honesty, clarity, and strong communication, clients stick with them.

• 91% of buyers would use their agent again or recommend them.
• 62% already have.
• 87% of sellers would recommend their agent.
• 65% already have.
• 24% of sellers recommended their agent four or more times.

Great service multiplies itself. When you combine relationship-driven business with modern tools, your clients become your marketing team.

Referrals still rule real estate, and the numbers show they always will. But the next wave of top producers combines trust, reputation, and personal connection with modern technology that makes every part of the experience smoother, faster, and more transparent.