Why most buyers hire the first agent they talk to

"Repeat buyers now make up the majority of today's market, and they're coming back with a very different mindset than they had even a few years ago, said Amanda Pendleton, Zillow's home trends expert. These comeback buyers' have lived through multiple market cycles; they've adjusted to today's rates; and they're intentional about who they hire, rewarding agents who show up with a clear strategy, strong process management and a truly modern, digital-first experience."

"The report shows that while familiarity still matters, it is no longer decisive on its own. Although 79% of repeat buyers said they would consider working with the same agent again, only 13% ultimately hired an agent based on a prior relationship. Many experienced buyers reported interviewing multiple agents before making a decision. Nearly half said they spoke with two or more agents often narrowing their choices through online research before making contact."

"This isn't about loyalty disappearing, Pendleton said. It's about buyers being more intentional. Agents who stay visible, communicate clearly and demonstrate expertise early are well positioned to earn that business even with experienced clients. Despite the more deliberate search process, hiring decisions often happen quickly once contact is made. Zillow found that 47% of buyers and 59% of sellers hire the first agent they speek with, suggesting that impressions formed online frequently shape outcomes before a first conversation takes place."

Fifty-five percent of buyers are repeat buyers who waited out elevated mortgage rates and returned with greater familiarity with financing costs and trade-offs. Repeat buyers now form the market majority and approach transactions with a different mindset shaped by multiple market cycles and rate adjustments. These buyers deliberately evaluate agents, rewarding those who present clear strategies, strong process management, and modern, digital-first experiences. Familiarity alone is insufficient; although many would consider rehiring a past agent, few actually do so based solely on prior relationships. Buyers commonly interview multiple agents and use online research, while initial online impressions often determine who gets hired first.

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