When it comes to selling a home, 81% of all sellers using a real estate agent contact only one before signing a contract.
And among those, nearly four in 10 (38%) use an agent referred to them by a friend, neighbor, or relative—while 28% use an agent who helped them in the past.
That’s according to the 2025 Home Buyers and Sellers Generational Trends Report released this week by the National Association of Realtors® (NAR).
In 2025, 66% of sellers used a past agent or a referral, meaning trusted real estate professionals have the advantage. That number climbs even higher (72%) for Younger Millennials.
If you’re a listing agent, this is a massive opportunity. Your next deal might already be in your CRM. You just have to nurture those relationships.
Referrals vs Repeat Business
Among all home sellers surveyed, the highest percentage chose their agent based on a referral from a person they trusted.
- 38% found their agent through a referral from a friend, neighbor or relative
- 28% used an agent who helped them with a previous transaction
- 4% discovered their agent through a website, a referral from another real estate agent, or personal contact from the agent via phone call, email, etc.
- 3% met their agent at an open house
- 2% found their agent through direct mail or from contact information seen on a “For Sale” or “Open House” sign
Eighty-one percent of all sellers contacted only one real estate agent, with the youngest groups—ages 26 to 34 (86%) and 35 to 44 (85%)—being the most likely to stop at one, and sellers aged 70 to 78 being the least likely (79%).
Fifteen percent of all sellers contacted two agents, while 6% contacted three. Only 1% of all sellers talked to four or more agents before signing a contract.
How Many Sellers Are Happy With Their Agent?
Client satisfaction is the foundation of repeat business. According to NAR’s latest data:
- 87% of sellers would recommend their agent to friends or family, with 72% saying they would “definitely” recommend their agent, and 15% saying they “probably” would.
- Only 6-7% of sellers indicated they would “definitely not” use their agent again or recommend them.
- Silent Generation sellers (75%) and Gen Xers (74%) were the most likely to say they would “definitely” recommend their agent or use them again.
- The typical seller has already recommended their agent twice since closing, with 35% making three or more referrals. Among Younger Millennials, 37% made at least three.
What Sellers Want Most from Real Estate Agents
Whether a seller sees you as their first (or only) agent to call has everything to do with whether you delivered in the areas of service they value most.
According to NAR’s data, more than one in five (22%) of all sellers want an agent who can help them market their home effectively to potential buyers, with Younger Boomers (25%) and Silent Generation sellers (26%) most likely to rank this service at the top of their priority list.
Next in line?
- Help price the home competitively (20% of all sellers — from 22% of Older Millennials to 14% of Silent Generation sellers)
- Help sell the home within a specific timeframe (18% of all sellers — from 24% of Older Millennials to 13% of Younger Boomers)
- Help the seller find ways to fix up the home to sell it for more (15% of all sellers—from 17% of those in the youngest age group (26-34) to 11% of Silent Generation sellers)
- Help find a buyer for their home (13% of all sellers—from 20% of Silent Generation sellers to 7% of Older Millennials.
- Help with negotiation and dealing with buyers (6% of all sellers—10% of Silent Generation sellers, 8% of Gen Z and Younger Millennials, and 5% of Older Millennials and Older Boomers)
What This Means for Agents in 2025
If you’re not getting repeat business, it’s time to ask why.
The numbers show that sellers value relationships and trust—as well as the skills and knowledge you need to guide your clients and get the best possible outcome for them.
In a market where 90% of sellers use an agent, the real opportunity is in keeping your past clients close. The agents who understand this aren’t just closing deals; they’re building client relationships that only grow stronger.
