4 Areas Agents Can Add More Value in 2025, According to Buyers

You could make a strong case that agents are most valuable when the market seems least attractive. That’s been especially true over the last year because, in addition to limited inventory, stubborn mortgage rates, and rising home prices, 44% of buyers were first-timers. In today’s market, good agents act as invaluable local market experts who help new buyers avoid common pitfalls.

While recent industry events like the NAR lawsuit settlement have put agent practices under a microscope, Zillow research shows that roughly 85% of buyers use an agent. Many buyers still want — and need — a dedicated agent who can support them as they look for the right home.

With more attention being paid to the value agents provide, we surveyed thousands of buyers to find out what skills and contributions they want most from agents.

Provide consistent and proactive communication

Agents know communication matters, but what might surprise them is how much. When it comes to communicating, 53% of buyers who worked with an agent preferred to text or use a messenger app, while only 33% wanted to speak on the phone. When you add in buyers who liked sending email (13%), two-thirds preferred written communication with their agent over a
traditional phone call.

Making a positive first impression is a good start, but sending consistent communication throughout the home-selling process should also be a focus for 2025. Given that agents spend a lot of time traveling outside of an office, an increase in digital communication could help them manage clients throughout the day without needing to interrupt showings to pick up the phone. However, responsiveness still matters to many buyers: 44% said they were in contact with their agent daily, while 47% communicated weekly.

Learn more with our partner-led course about connection call strategies. 

Use digital tools to enhance the in-person experience

Many consumers look to technology to remove hurdles from the home buying journey, but they still crave human help.

Half of buyers agreed that they wasted time viewing homes they would’ve skipped had they understood the floor plan before touring. And 86% of buyers are more likely to view a home in person if the listing includes a digital floor plan they like.

Our research points to a future where tech will complement agent skills – not replace them. Among buyers who used an agent, 56% said their agent was the most helpful resource during their home buying experience. Only 36% said a real estate app or website was their most helpful resource. Agents that master new tools and tech have an opportunity to differentiate themselves and educate buyers about their value early on in the process.  

Learn more with our partner-led course about positioning yourself for future success.

Offer trusted financing guidance

Not only can agents assist with initial financing questions, they also play a huge role in helping buyers search for mortgage providers. In fact, agent referrals were the most common way buyers found their lender.

Also, a large share of first-time buyers indicates that clients may need more support with financing. Consistent with data from previous years, about a third of buyers (31%) with a mortgage reported getting denied financing at least once before they were approved. In 2024, agent referrals were the most common way (19%) buyers ultimately found their lender.

Learn more with our partner-led course about preparing buyers for financing and the transaction. 

Help with offer strategies and negotiations

If agents want to master any aspects of their job, offer strategy is a good place to start.

Buyers who used an agent were most likely to say that help with offer details (58%) was among the three most valuable services their agent provided. Leading contract negotiations (44%) was also an important consideration.

Promoting these services to potential clients may be tricky — paperwork isn’t the most glamorous part of real estate. But the data shows that buyers care about a lot more than just finding homes to tour. This could help guide how agents market themselves to potential clients — impacting everything from high-level conversations about the value an agent brings, all the way down to smaller decisions about what messages to highlight on a website or in marketing materials.

Given that home values continue to rise in many metro areas, agents may want to start sharpening those negotiation skills now. They’ll likely come in handy if buyers need to get creative with their offers.

Learn more with our partner-led course about coaching your clients through the offer process.