id,section,statistic,figure,population,source,publisher,date,url,read_date
RE-01,How buyers search,46% of buyers looked online for properties for sale as their first step.,46%,Share of all buyers; first step in the buying process,"NAR, 2026 Generational Trends, Exhibit 3-1, p.44",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-02,How buyers search,20% of buyers contacted a real estate agent as their first step.,20%,Share of all buyers; first step in the buying process,"NAR, 2026 Generational Trends, Exhibit 3-1, p.44",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-03,How buyers search,52% of buyers found the home they purchased on the internet and 27% found it through a real estate agent.,52% (internet); 27% (real estate agent),Share of all buyers; where the buyer found the home purchased,"NAR, 2026 Generational Trends, Exhibit 3-4, p.47",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-04,How buyers search,85% of buyers used a real estate agent as an information source.,85%,Share of all buyers; information sources used,"NAR, 2026 Generational Trends, Exhibit 3-2, p.45",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-05,How buyers search,70% of buyers used a mobile or tablet search device.,70%,Share of all buyers; information sources used,"NAR, 2026 Generational Trends, Exhibit 3-2, p.45",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-06,How buyers search,52% of buyers used an online video site.,52%,Share of all buyers; information sources used,"NAR, 2026 Generational Trends, Exhibit 3-2, p.45",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-07,How buyers search,Buyers typically searched for 10 weeks.,10 weeks,"Median weeks searched, all buyers","NAR, 2026 Generational Trends, Chapter 3 summary and Exhibit 3-3, p.42 and p.46",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-08,How buyers search,56% of buyers said finding the right property was the most difficult step.,56%,Share of all buyers,"NAR, 2026 Generational Trends, Exhibit 3-5, p.48",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-09,How buyers search,"Among buyers who used the internet, 81% rated photos very useful, 77% rated detailed property information very useful and 57% rated floor plans very useful.",81% (photos); 77% (detailed property information); 57% (floor plans),"Share of buyers who used the internet; rated ""very useful""","NAR, 2026 Generational Trends, Exhibit 3-6, p.49",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-10,How buyers search,"Among buyers who used the internet, 44% rated real estate agent contact information very useful, 34% neighborhood information and 29% videos.",44% (agent contact information); 34% (neighborhood information); 29% (videos),"Share of buyers who used the internet; rated ""very useful""","NAR, 2026 Generational Trends, Exhibit 3-6, p.49",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-11,How buyers search,"88% of all home buyers used an agent or broker, as did 92% of buyers of previously owned homes.",88% (all buyers); 92% (buyers of previously owned homes),Share of buyers,"NAR, 2025 Profile of Home Buyers and Sellers",National Association of REALTORS (NAR),2025-11-04,https://www.nar.realtor/newsroom/first-time-home-buyer-share-falls-to-historic-low-of-21-median-age-rises-to-40,2026-10-11
RE-12,How buyers search,"The first-time buyer share dropped to a record low of 21%, and the typical first-time buyer age reached an all-time high of 40 years.",21% (first-time buyer share); 40 years (typical first-time buyer age),Share of buyers; median age,"NAR, 2025 Profile of Home Buyers and Sellers",National Association of REALTORS (NAR),2025-11-04,https://www.nar.realtor/newsroom/first-time-home-buyer-share-falls-to-historic-low-of-21-median-age-rises-to-40,2026-10-11
RE-13,How buyers search,"A Realtor.com survey found nearly 90% rely on social media for housing content, with YouTube (73%) and Facebook (57%) the most used.",nearly 90% (rely on social media); 73% (YouTube); 57% (Facebook),"Share of respondents; 1,000 US adults, August 2025, with buying or selling intent; Realtor.com survey",Realtor.com survey,Realtor.com,2025-10-09,"https://mediaroom.realtor.com/2025-10-09-82-of-Americans-Use-AI-for-Housing-Market-Information,-Realtor-com-R-Survey-Finds",2026-10-11
RE-14,Choosing an agent,"43% of buyers found their agent as a referral from a friend, neighbor or relative, or because the agent is one.",43%,Share of buyers; how the buyer found the agent,"NAR, 2026 Generational Trends, Exhibit 4-4, p.56",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-15,Choosing an agent,15% of buyers used an agent they had previously used to buy or sell a home.,15%,Share of buyers; how the buyer found the agent,"NAR, 2026 Generational Trends, Exhibit 4-4, p.56",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-16,Choosing an agent,"6% of buyers found their agent through a website without a specific reference, and 1% saw the agent's social media page without a connection.",6% (a website); 1% (agent's social media page),Share of buyers; how the buyer found the agent,"NAR, 2026 Generational Trends, Exhibit 4-4, p.56",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-17,Choosing an agent,74% of buyers interviewed one agent.,74%,Share of all buyers; number of agents interviewed,"NAR, 2026 Generational Trends, Exhibit 4-6, p.58 (chart value)",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-18,Choosing an agent,"The original form of contact was a phone call for 26% of buyers, in person for 23%, an inquiry through a third-party website for 11% and the agent's own website for 3%.",26% (phone call); 23% (in person); 11% (third-party website); 3% (agent's own website),Share of buyers; original form of contact,"NAR, 2026 Generational Trends, Exhibit 4-5, p.57",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-19,Choosing an agent,"29% of buyers rated an agent having a website as important, against 72% for the agent calling personally to inform of activities and 72% for sending property information by text.",29% (agent has a website); 72% (calls personally); 72% (property information by text),Share of buyers; importance of agent communications,"NAR, 2026 Generational Trends, Exhibit 4-7, p.59",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-20,Choosing an agent,"Sellers found their agent through a friend, neighbor or relative in 37% of cases, by using the agent previously in 29%, and through a website without a specific reference in 4%.","37% (friend, neighbor or relative); 29% (used the agent previously); 4% (a website)",Share of sellers; method used to find the agent,"NAR, 2026 Generational Trends, Exhibit 7-1, p.100",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-21,Choosing an agent,80% of sellers contacted one agent before selecting one.,80%,Share of sellers,"NAR, 2026 Generational Trends, Exhibit 7-2, p.101",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-22,Choosing an agent,"35% of sellers named the agent's reputation as the most important factor in choosing a listing agent, while 4% named the agent's commission.",35% (reputation of agent); 4% (agent's commission),Share of sellers; most important factor in choosing a listing agent,"NAR, 2026 Generational Trends, Exhibit 7-6",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-23,Choosing an agent,"91% of sellers used an agent, equal to the highest percentage on record, and 5% sold for sale by owner. (the 5% for sale by owner: NAR, 2026 Generational Trends, Exhibit 6-14, p.92)",91% (used an agent); 5% (sold for sale by owner),Share of sellers,"NAR, 2025 Profile of Home Buyers and Sellers",National Association of REALTORS (NAR),2025-11-04,https://www.nar.realtor/newsroom/first-time-home-buyer-share-falls-to-historic-low-of-21-median-age-rises-to-40,2026-10-11
RE-24,Choosing an agent,"Zillow reports that 36% of sellers now find their agents through online channels, more than double the 15% share in 2018.",36% (now); 15% (2018),Share of sellers; Zillow survey. Zillow sells online agent leads.,"Zillow Group, 2025 Consumer Housing Trends Report for Agents",Zillow Group,2025-12-30,https://s25.q4cdn.com/975009107/files/doc_news/Zillow-report-Online-research-now-shapes-how-most-agent-relationships-begin-2025.pdf,2026-10-11
RE-25,Choosing an agent,"Among buyers, 33% say online research played a key role in how they chose their agent.",33%,Share of buyers; Zillow survey. Zillow sells online agent leads.,"Zillow Group, 2025 Consumer Housing Trends Report for Agents",Zillow Group,2025-12-30,https://s25.q4cdn.com/975009107/files/doc_news/Zillow-report-Online-research-now-shapes-how-most-agent-relationships-begin-2025.pdf,2026-10-11
RE-26,Choosing an agent,"47% of buyers hired the first agent they spoke with, and 59% of sellers did the same.",47% (buyers); 59% (sellers),Share of buyers; share of sellers; Zillow survey. Zillow sells online agent leads.,"Zillow Group, 2025 Consumer Housing Trends Report for Agents",Zillow Group,2025-12-30,https://s25.q4cdn.com/975009107/files/doc_news/Zillow-report-Online-research-now-shapes-how-most-agent-relationships-begin-2025.pdf,2026-10-11
RE-27,Choosing an agent,"50% of buyers who used an agent prefer texting or messaging apps when working with agents, while 33% prefer phone calls.",50% (texting or messaging apps); 33% (phone calls),Share of buyers who used an agent; Zillow survey. Zillow sells online agent leads.,"Zillow Group, 2025 Consumer Housing Trends Report for Agents",Zillow Group,2025-12-30,https://s25.q4cdn.com/975009107/files/doc_news/Zillow-report-Online-research-now-shapes-how-most-agent-relationships-begin-2025.pdf,2026-10-11
RE-28,Choosing an agent,"78% of sellers were more likely to hire agents who offer high-resolution photography, and 75% were more likely to hire those offering virtual tours and interactive floor plans.",78% (high-resolution photography); 75% (virtual tours and interactive floor plans),Share of sellers; Zillow survey. Zillow sells online agent leads.,"Zillow Group, 2025 Consumer Housing Trends Report for Agents",Zillow Group,2025-12-30,https://s25.q4cdn.com/975009107/files/doc_news/Zillow-report-Online-research-now-shapes-how-most-agent-relationships-begin-2025.pdf,2026-10-11
RE-29,Choosing an agent,"79% of repeat buyers say they would consider working with the same agent again, but only 13% ultimately hired their agent based on past experience with them.",79% (would consider the same agent); 13% (hired on past experience),Share of repeat buyers; Zillow survey. Zillow sells online agent leads.,"Zillow Group, 2025 Consumer Housing Trends Report for Agents",Zillow Group,2025-12-30,https://s25.q4cdn.com/975009107/files/doc_news/Zillow-report-Online-research-now-shapes-how-most-agent-relationships-begin-2025.pdf,2026-10-11
RE-30,"GBP, portals, AI sources","Google Business Profile supplied 116,196 AI citations, 36.6% of all citations in the study and the single largest source.","36.6% (share of AI citations); 116,196 (citations)","Share of AI citations on ""best realtor near me"" queries, 100 largest US cities; Local Falcon","Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-31,"GBP, portals, AI sources","In Google AI Mode, Google Business Profile supplied 116,189 citations, 72.5% of its sources, and Google AI Mode barely uses web pages at all.","72.5% (share of Google AI Mode sources); 116,189 (citations)",Share of Google AI Mode citations; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-32,"GBP, portals, AI sources",Agents' own websites made up roughly one citation in nine.,roughly 1 in 9,Share of all AI citations; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-33,"GBP, portals, AI sources","Asked the same question, Google's AI Overviews returned nothing at all seven times out of ten.",7 in 10,Google AI Overviews on agent-finding queries; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-34,"GBP, portals, AI sources","Zillow drew 50,626 citations, 15.9% of the total, and 86.9% of Zillow's citations point at a city list while only 13.1% point at a named agent.",15.9% (share of AI citations); 86.9% (to the city list); 13.1% (to a named agent),Share of AI citations; where Zillow's citations point; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-35,"GBP, portals, AI sources","In ChatGPT's sources, zillow.com accounted for 39.8% and realtor.com for 18.0%.",39.8% (zillow.com); 18.0% (realtor.com),Share of ChatGPT citations; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-36,"GBP, portals, AI sources","Zillow Group reported 239 million average monthly unique users, down 2% year over year, and 2.5 billion visits in Q2, also down 2%.",239 million (average monthly unique users); 2.5 billion (visits in Q2),"Q2 2026 traffic, Zillow Group apps and sites; Company-reported","Zillow Group, Q2 2026 results",Zillow Group,2026-08-05,https://s25.q4cdn.com/975009107/files/doc_earnings/2026/q2/earnings-result/Zillow-Q2-2026-Press_Release.pdf,2026-10-11
RE-37,"GBP, portals, AI sources",Zillow's residential revenue was up 7% year over year in Q2 to $465 million.,$465 million (residential revenue); 7% (year over year),Q2 2026 revenue; agent-facing products including Preferred and Showcase; Company-reported,"Zillow Group, Q2 2026 results",Zillow Group,2026-08-05,https://s25.q4cdn.com/975009107/files/doc_earnings/2026/q2/earnings-result/Zillow-Q2-2026-Press_Release.pdf,2026-10-11
RE-38,"GBP, portals, AI sources","Realtor.com averaged 68 million monthly unique users, a 6% decrease, while lead volumes increased 1%.",68 million (average monthly unique users); 6% (decrease); 1% (lead volumes increase),Fiscal Q4 2026 (April to June 2026); Company-reported,"News Corp, fiscal Q4 2026 results",News Corp,2026-08-05,https://www.sec.gov/Archives/edgar/data/1564708/000156470826000171/release-q4fy2026.htm,2026-10-11
RE-39,"GBP, portals, AI sources","Realtor.com's monthly average visits were 297 million, increasing its share to 33% of total visits to all U.S. real estate portals.",297 million (monthly average visits); 33% (share of portal visits),Fiscal Q4 2026; Comscore data as quoted by News Corp; Company-reported,"News Corp, fiscal Q4 2026 results",News Corp,2026-08-05,https://www.sec.gov/Archives/edgar/data/1564708/000156470826000171/release-q4fy2026.htm,2026-10-11
RE-40,"GBP, portals, AI sources","Sellers who used an agent said their listing was marketed on the MLS website (85%), Realtor.com (50%), the agent's website (49%), a third-party aggregator (46%), the real estate company's website (42%), social networking websites (23%) and video hosting websites (5%).",85% (MLS website); 50% (Realtor.com); 49% (agent website); 46% (third-party aggregator); 42% (real estate company website); 23% (social networking websites); 5% (video hosting websites),Share of sellers who used an agent; listing marketing methods,"NAR, 2026 Generational Trends, Exhibit 7-7, p.106",National Association of REALTORS (NAR),2026-04,https://assets.inman.com/wp-content/uploads/2026/04/2026-Generational-Trends-Report-FINAL.pdf,2026-10-11
RE-41,Which agents AI names,"Among the ranked agents and teams with a website that Local Falcon checked, 91.5% were never cited once.",91.5%,Share of RealTrends-ranked agents and teams with a website; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-42,Which agents AI names,Only 21.2% of the highest-volume individual agents in these cities were cited by any AI platform (106 of 499 with a website).,21.2% (cited by any AI platform); 106 of 499 (top producers with a website),Share of the top 10 individual agents per city by RealTrends Verified 2026 volume who publish a website; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-43,Which agents AI names,"Eighteen of the 25 most-cited agent websites carry a ""best real estate agents in [city]"" page, and sites with such a page absorb a third of every citation an agent website received.",18 of 25 (most-cited agent websites with the page); a third (of the citations agent websites received),The 25 most-cited agent websites; share of all citations that went to agent websites; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-44,Which agents AI names,"More than eight in ten agents (82.6%, 3,102 agents) were named by a single platform and by no other, and 72 agents were named by all four link-giving platforms.",82.6% (named by one platform only); 72 agents (named by all four link-giving platforms),Agents named; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-45,Which agents AI names,"3,757 distinct agents or teams were named in the 100 largest US cities. A typical city produced 42, from 18 in Stockton to 84 in San Francisco.","3,757 (distinct agents or teams); 42 (a typical city); 18 (Stockton); 84 (San Francisco)",Agents named per city; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-46,Which agents AI names,"In the average US city a single agent takes more than a quarter of everything AI says about agents in that market (26.6%), and four agents take more than half (56.1%).",26.6% (one agent); 56.1% (four agents),Share of a city's agent citations; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-47,Which agents AI names,"Compass was cited 1,510 times across 86 cities. Keller Williams, the largest brokerage in the country by agent count, ranked eighth with 76.","1,510 (Compass citations, 86 cities); 76 (Keller Williams, eighth)",Citations by national brand; Local Falcon,"Local Falcon, The Realtor AI Visibility Index",Local Falcon,2026-08-18,https://www.localfalcon.com/research/the-realtor-ai-visibility-index,2026-10-11
RE-48,AI search and chatbots,"Almost half of prospective homebuyers (45%) say they have used AI tools in their search for a new home, up from 37% in Q2 2025.",45% (Q2 2026); 37% (Q2 2025),"Share of prospective buyers; n=859, 1 to 17 June 2026","Veterans United Home Loans, AI homebuying survey",Veterans United Home Loans,2026-07-02,https://www.veteransunited.com/education/ai-homebuying-survey/,2026-10-11
RE-49,AI search and chatbots,"Of buyers who used AI, 52% used it to search for homes, 43% to estimate a monthly payment and 39% to check property values.",52% (search for homes); 43% (estimate monthly payment); 39% (check property values),Share of buyers who used AI,"Veterans United Home Loans, AI homebuying survey",Veterans United Home Loans,2026-07-02,https://www.veteransunited.com/education/ai-homebuying-survey/,2026-10-11
RE-50,AI search and chatbots,"ChatGPT was the AI tool used most (33%, up 6 points), followed by Gemini (20%, up 6 points).",33% (ChatGPT); 20% (Gemini),Share of respondents,"Veterans United Home Loans, AI homebuying survey",Veterans United Home Loans,2026-07-02,https://www.veteransunited.com/education/ai-homebuying-survey/,2026-10-11
RE-51,AI search and chatbots,"One in five prospective buyers and current homeowners now use AI tools in the homebuying process, including 32% of Gen Z and 28% of Millennials.",1 in 5; 32% (Gen Z); 28% (Millennials),"Share who used AI tools or chatbots in the past 12 months for homebuying research; n=2,000, margin of error plus or minus 2.2%","Bank of America, 2026 Homebuyer Insights Report",Bank of America,2026,https://newsroom.bankofamerica.com/content/dam/newsroom/docs/2026/BofA_HBIR_2026_AB_R7.pdf,2026-10-11
RE-52,AI search and chatbots,"Among prospective buyers who used AI, the top uses were affordability, payments or closing costs (57%), education about the process (55%) and neighborhoods, market trends or property values (52%).","57% (affordability, payments or closing costs); 55% (process education); 52% (neighborhoods, market trends or property values)",Share of AI users among prospective buyers,"Bank of America, 2026 Homebuyer Insights Report",Bank of America,2026,https://newsroom.bankofamerica.com/content/dam/newsroom/docs/2026/BofA_HBIR_2026_AB_R7.pdf,2026-10-11
RE-53,AI search and chatbots,A full 55% of homebuyers now use generative AI tools at least once a month.,55%,"Share of homebuyers; US, Canada, UK and Australia, January to February 2026; Four countries","Cotality, Trust, but verify",Cotality,2026-04-15,https://www.cotality.com/insights/analysis/trust-but-verify-ai,2026-10-11
RE-54,AI search and chatbots,"16% of US prospective buyers trust AI tools to help find a home, down from 30% in 2025.",16% (2026); 30% (2025),Share of US prospective buyers,"Cotality, Trust, but verify",Cotality,2026-04-15,https://www.cotality.com/insights/analysis/trust-but-verify-ai,2026-10-11
RE-55,AI search and chatbots,44% of buyers would pay more for a human to verify AI outputs.,44%,Share of buyers,"Cotality, Trust, but verify",Cotality,2026-04-15,https://www.cotality.com/insights/analysis/trust-but-verify-ai,2026-10-11
RE-56,AI search and chatbots,"A Realtor.com survey found 82% use AI for real estate insights, led by ChatGPT (67%) and Gemini (54%).",82% (use AI for real estate insights); 67% (ChatGPT); 54% (Gemini),"Share of respondents; n=1,000, August 2025; Realtor.com survey, published with its AI search launch",Realtor.com survey,Realtor.com,2025-10-09,"https://mediaroom.realtor.com/2025-10-09-82-of-Americans-Use-AI-for-Housing-Market-Information,-Realtor-com-R-Survey-Finds",2026-10-11
RE-57,AI search and chatbots,Respondents rated real estate agents a positive use of time at 65.6% and AI at 61.9%.,65.6% (real estate agents); 61.9% (AI),Share of respondents who rated each a positive use of time; Realtor.com survey,Realtor.com survey,Realtor.com,2025-10-09,"https://mediaroom.realtor.com/2025-10-09-82-of-Americans-Use-AI-for-Housing-Market-Information,-Realtor-com-R-Survey-Finds",2026-10-11
RE-58,AI search and chatbots,AI Overviews appear on only 4.5% of page-one Google queries for real estate.,4.5%,"Share of page-one queries; GICS real estate sector; about 21.9 million US searches, September to October 2025; Conductor. Enterprise real estate sector, not agents.","Conductor, Real Estate AEO / GEO benchmarks",Conductor,2025-11-13,https://www.conductor.com/academy/real-estate-aeo-geo-benchmarks/,2026-10-11
RE-59,AI search and chatbots,"Real estate sees 1.01% of its total traffic from AI referrals, and ChatGPT is the primary source, accounting for 95.2% of clicks.",1.01% (share of total traffic); 95.2% (ChatGPT's share of AI referral clicks),"Share of site traffic; GICS real estate sector; 1,215 enterprise domains, May to September 2025; Conductor. Enterprise real estate sector, not agents.","Conductor, Real Estate AEO / GEO benchmarks",Conductor,2025-11-13,https://www.conductor.com/academy/real-estate-aeo-geo-benchmarks/,2026-10-11
RE-60,AI search and chatbots,"Users clicked a traditional result in 8% of all visits with an AI summary, against 15% of visits without one, and clicked a link inside the summary in just 1%.",8% (with an AI summary); 15% (without); 1% (link inside the summary),"Share of Google search visits; 900 US adults, March 2025; All search, not real estate","Pew Research Center, short read",Pew Research Center,2025-07-22,https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears/,2026-10-11
RE-61,Reviews and trust,"In 2026, 41% of consumers always read reviews when browsing for businesses, up from 29% last year, and 97% of consumers read reviews online.",41% (always read reviews); 29% (last year); 97% (read reviews online),"Share of US consumers; all local businesses; n=1,002; BrightLocal. All local businesses.","BrightLocal, Local Consumer Review Survey 2026",BrightLocal,2026-02-11,https://www.brightlocal.com/research/local-consumer-review-survey/,2026-10-11
RE-62,Reviews and trust,Google's share as a review source has dipped from 83% in 2025 to 71%.,71% (2026); 83% (2025),Share of consumers using Google for reviews; BrightLocal. All local businesses.,"BrightLocal, Local Consumer Review Survey 2026",BrightLocal,2026-02-11,https://www.brightlocal.com/research/local-consumer-review-survey/,2026-10-11
RE-63,Reviews and trust,"Use of ChatGPT and other generative AI tools for local recommendations has grown from 6% last year to 45%, now the third most popular source of business recommendations.",45% (2026); 6% (last year),Share of US consumers; BrightLocal. All local businesses.,"BrightLocal, Local Consumer Review Survey 2026",BrightLocal,2026-02-11,https://www.brightlocal.com/research/local-consumer-review-survey/,2026-10-11
RE-64,Reviews and trust,91% of buyers would use their agent again or recommend them to others.,91%,Share of buyers,"NAR, 2025 Profile of Home Buyers and Sellers",National Association of REALTORS (NAR),2025-11-04,https://www.nar.realtor/newsroom/first-time-home-buyer-share-falls-to-historic-low-of-21-median-age-rises-to-40,2026-10-11
RE-65,Agent tools and AI use,"Among agents, 26% use a personal website with IDX, 21% use lead generation technology and 96% use the MLS.",26% (personal website using IDX); 21% (lead generation); 96% (MLS),"Share of agents using each technology; about 1,200 agents","NAR REALTOR News, 2026 technology report",National Association of REALTORS (NAR),2026-09-22,https://www.nar.realtor/news/real-estate-news/technology/the-tech-real-estate-agents-rely-on-most-in-2026,2026-10-11
RE-66,Agent tools and AI use,"REALTORS named social media (39%) as the technology with the highest number of quality leads, ahead of a CRM (23%), the local MLS (17%), a brokerage website (13%), a digital ad campaign (12%), their business website (12%), listing syndication or a portal (9%) and a personal blog (1%).",39% (social media); 23% (CRM); 17% (local MLS); 13% (brokerage website); 12% (digital ad campaign); 12% (My Business Website); 9% (listing syndication or portal); 1% (personal blog),"Share of REALTORS naming the technology with the highest number of quality leads; n=1,241, July 2025; 2025 edition","NAR, 2025 REALTORS Technology Survey, p.9",National Association of REALTORS (NAR),2025-10,https://cms.nar.realtor/sites/default/files/2025-10/2025-realtors-technology-survey-report-10-06-2025_1.pdf,2026-10-11
RE-67,Agent tools and AI use,"24% of REALTORS spent less than $50 a month on lead generation, and 27% spent $50 to $250.",24% (less than $50); 27% ($50 to $250),"Share of REALTORS; monthly lead generation spending, past 12 months; 2025 edition","NAR, 2025 REALTORS Technology Survey, p.10",National Association of REALTORS (NAR),2025-10,https://cms.nar.realtor/sites/default/files/2025-10/2025-realtors-technology-survey-report-10-06-2025_1.pdf,2026-10-11
RE-68,Agent tools and AI use,"23% of agents use AI daily and 25% weekly, while just 12% say they are not using it and have no plans to, down from the 32% who had not yet tried AI in 2025.","23% (daily); 25% (weekly); 12% (not using, no plans); 32% (had not tried AI in 2025)",Share of agents,"NAR, 2026 REALTORS Technology Report",National Association of REALTORS (NAR),2026-09-22,https://www.nar.realtor/newsroom/realtors-adopt-technology-to-save-time-and-improve-the-client-experience-nar-report-finds,2026-10-11
RE-69,Agent tools and AI use,"Among agents who use AI, the top uses are writing listing descriptions (75%), social media posting (56%) and emails and follow-up (52%).",75% (listing descriptions); 56% (social media posting); 52% (emails and follow-up),Share of AI-using agents,"NAR, 2026 REALTORS Technology Report",National Association of REALTORS (NAR),2026-09-22,https://www.nar.realtor/newsroom/realtors-adopt-technology-to-save-time-and-improve-the-client-experience-nar-report-finds,2026-10-11
RE-70,Agent tools and AI use,"ChatGPT is used by 91% of agents who use AI, followed by Gemini (42%), Copilot (27%) and Claude (25%).",91% (ChatGPT); 42% (Gemini); 27% (Copilot); 25% (Claude),"Share of AI-using agents; about 1,200 agents","NAR REALTOR News, 2026 technology report",National Association of REALTORS (NAR),2026-09-22,https://www.nar.realtor/news/real-estate-news/technology/the-tech-real-estate-agents-rely-on-most-in-2026,2026-10-11
RE-71,Agent tools and AI use,"Among agents who use AI, 55% say it has had a positive impact on their business.",55%,Share of AI-using agents,"NAR REALTOR News, 2026 technology report",National Association of REALTORS (NAR),2026-09-22,https://www.nar.realtor/news/real-estate-news/technology/the-tech-real-estate-agents-rely-on-most-in-2026,2026-10-11
RE-72,Agent tools and AI use,"Monthly technology spending is less than $50 for 18% of agents, $50 to $250 for 36%, $251 to $500 for 19% and more than $500 for 22%.",18% (less than $50); 36% ($50 to $250); 19% ($251 to $500); 22% (more than $500),Share of agents; monthly technology spending,"NAR, 2026 REALTORS Technology Report",National Association of REALTORS (NAR),2026-09-22,https://www.nar.realtor/newsroom/realtors-adopt-technology-to-save-time-and-improve-the-client-experience-nar-report-finds,2026-10-11
RE-73,Lead costs and income,"The overall average cost per click for real estate search ads in 2026 is $3.22, 27.27% higher than last year's average.",$3.22 (cost per click); 27.27% (higher than last year),"US dollars per click, real estate search ads; about 900 campaigns, April 2025 to March 2026; LocaliQ. Paid search, not SEO data.","LocaliQ, 2026 Real Estate Search Advertising Benchmarks",LocaliQ,2026-09-14,https://localiq.com/blog/real-estate-search-advertising-benchmarks/,2026-10-11
RE-74,Lead costs and income,"The overall average cost per lead for real estate search ads in 2026 is $102.51, 2.02% higher than last year's average.",$102.51 (cost per lead); 2.02% (higher than last year),"US dollars per lead; LocaliQ. Paid search, not SEO data.","LocaliQ, 2026 Real Estate Search Advertising Benchmarks",LocaliQ,2026-09-14,https://localiq.com/blog/real-estate-search-advertising-benchmarks/,2026-10-11
RE-75,Lead costs and income,The overall conversion rate is 3.70% and the overall click-through rate is 7.61%.,3.70% (conversion rate); 7.61% (click-through rate),"Percent; LocaliQ. Paid search, not SEO data.","LocaliQ, 2026 Real Estate Search Advertising Benchmarks",LocaliQ,2026-09-14,https://localiq.com/blog/real-estate-search-advertising-benchmarks/,2026-10-11
RE-76,Lead costs and income,"Residential real estate agents: $157.59 cost per lead, 1.29% conversion rate, 8.00% click-through rate and $3.19 cost per click. Real estate brokers: $162.39 cost per lead and 1.53% conversion. Property management: $76.71 cost per lead and 10.24% conversion.",$157.59 (agent cost per lead); 1.29% (agent conversion); 8.00% (agent click-through); $3.19 (agent cost per click); $162.39 (broker cost per lead); 1.53% (broker conversion); $76.71 (property management cost per lead); 10.24% (property management conversion),"By subcategory; LocaliQ. Paid search, not SEO data.","LocaliQ, 2026 Real Estate Search Advertising Benchmarks",LocaliQ,2026-09-14,https://localiq.com/blog/real-estate-search-advertising-benchmarks/,2026-10-11
RE-77,Lead costs and income,"NAR's current membership stands at 1,438,569.","1,438,569",REALTORS,"NAR, 2026 Member Profile",National Association of REALTORS (NAR),2026-06-25,https://www.nar.realtor/newsroom/experienced-realtors-anchor-the-industry-as-housing-affordability-remains-top-hurdle-new-nar-report,2026-10-11
RE-78,Lead costs and income,"The median gross income for REALTORS was $59,200 and total median business expenses were $9,530, up from $8,010 in 2024. The typical agent reported nine transaction sides in 2025.","$59,200 (median gross income); $9,530 (median business expenses); 9 sides (typical transaction sides)","2025 calendar year, REALTORS","NAR, 2026 Member Profile",National Association of REALTORS (NAR),2026-06-25,https://www.nar.realtor/newsroom/experienced-realtors-anchor-the-industry-as-housing-affordability-remains-top-hurdle-new-nar-report,2026-10-11
RE-79,Lead costs and income,The typical REALTOR earned 22% of 2025 business through referrals from past clients and customers.,22%,Share of 2025 business,"NAR, Feature Sheet on the 2026 Member Profile",National Association of REALTORS (NAR),2026-08-19,https://www.nar.realtor/news/economists-outlook/the-feature-sheet-2026-member-profile,2026-10-11
CV-01,Which agents AI names,"Hand-checked: 94.0% of HAR's 50,000 members were never named (95% interval 93.6 to 94.5).",94.0%,"Houston, 2,000 AI answers from 500 queries across 40 areas and four AI surfaces",The 500-Query Houston Real Estate AI Visibility Study,CiteVantage,2026-09-23,https://citevantage.com/research/houston-real-estate-ai-visibility-2026/,2026-10-11
CV-02,Which agents AI names,"Roughly 3,000 real agents, teams and brokerages were named (95% interval 2,748 to 3,206), about 6% of HAR's 50,000-plus members.","roughly 3,000","Houston, 2,000 AI answers from 500 queries across 40 areas and four AI surfaces",The 500-Query Houston Real Estate AI Visibility Study,CiteVantage,2026-09-23,https://citevantage.com/research/houston-real-estate-ai-visibility-2026/,2026-10-11
CV-03,Which agents AI names,"82.6% of the agents named appear in just one of 40 areas (hand-checked, 95% interval 79.7 to 85.6).",82.6%,"Houston, 2,000 AI answers from 500 queries across 40 areas and four AI surfaces",The 500-Query Houston Real Estate AI Visibility Study,CiteVantage,2026-09-23,https://citevantage.com/research/houston-real-estate-ai-visibility-2026/,2026-10-11
CV-04,Which agents AI names,"83.3% of the agents named appear on only one of the four surfaces (hand-checked, 95% interval 78.6 to 87.7).",83.3%,"Houston, 2,000 AI answers from 500 queries across 40 areas and four AI surfaces",The 500-Query Houston Real Estate AI Visibility Study,CiteVantage,2026-09-23,https://citevantage.com/research/houston-real-estate-ai-visibility-2026/,2026-10-11
CV-05,Which agents AI names,"74.0% of real agents were held to one area and one surface at once (hand-checked, interval 69.7 to 78.4), and 56.5% were named exactly once.",74.0%,"Houston, 2,000 AI answers from 500 queries across 40 areas and four AI surfaces",The 500-Query Houston Real Estate AI Visibility Study,CiteVantage,2026-09-23,https://citevantage.com/research/houston-real-estate-ai-visibility-2026/,2026-10-11
CV-08,Which agents AI names,"Gemini API and the Gemini web app shared only 352 distinct firms (6.8% of their combined list), and on 56.5% of the 434 queries where both named a firm they named nobody in common.",352 (shared firms),"Houston, 2,000 AI answers from 500 queries across 40 areas and four AI surfaces",The 500-Query Houston Real Estate AI Visibility Study,CiteVantage,2026-09-23,https://citevantage.com/research/houston-real-estate-ai-visibility-2026/,2026-10-11
CV-09,Which agents AI names,"Mentions are concentrated: a Gini coefficient of 0.493 across 10,998 mentions, with the top 1% of firms (47) taking 17.2% and the top 10% (478) taking 47.5%.",0.493 (Gini),"Houston, 2,000 AI answers from 500 queries across 40 areas and four AI surfaces",The 500-Query Houston Real Estate AI Visibility Study,CiteVantage,2026-09-23,https://citevantage.com/research/houston-real-estate-ai-visibility-2026/,2026-10-11
CV-10,Which agents AI names,"1,077 of 1,297 cited domains (83%) reached a single engine, and just 3 reached all five.",83%,"150 questions, five engines, 747 measurements",The 150-Query Real Estate AI Search Study,CiteVantage,2026-09-13,https://citevantage.com/research/ai-search-real-estate-2026/,2026-10-11
CV-11,Which agents AI names,The largest overlap between any two engines' top-30 lists was 10 sources out of 30.,10 of 30,"150 questions, five engines, 747 measurements",The 150-Query Real Estate AI Search Study,CiteVantage,2026-09-13,https://citevantage.com/research/ai-search-real-estate-2026/,2026-10-11
CV-15,Which agents AI names,"The share of each engine's citations that went to domains no other engine cited: Perplexity 55%, Google AI Overviews 51%, ChatGPT 47%, Gemini 37% and Microsoft Copilot 26%.",55% (Perplexity),"150 questions, five engines, 747 measurements",Which Domains AI Cites on Real Estate Questions,CiteVantage,2026-09-23,https://citevantage.com/research/domains-ai-cites-real-estate/,2026-10-11
CV-06,"GBP, portals, AI sources","Of 7,503 citations, 29.9% went to portals (Zillow 9.1%, HAR 8.6%, Realtor.com 6.3%) and 13.7% to agent referral networks (FastExpert 4.2%, HomeLight 3.5%, EffectiveAgents 3.3%, AgentPronto 1.3%), 43.6% in total.",43.6%,"Houston, 2,000 AI answers from 500 queries across 40 areas and four AI surfaces",The 500-Query Houston Real Estate AI Visibility Study,CiteVantage,2026-09-23,https://citevantage.com/research/houston-real-estate-ai-visibility-2026/,2026-10-11
CV-07,"GBP, portals, AI sources",ChatGPT sent 48.7% of its citations to portals and 11.0% to referral networks (Gemini API 27.1% and 17.4%; Perplexity 29.6% and 10.4%).,48.7%,"Houston, 2,000 AI answers from 500 queries across 40 areas and four AI surfaces",The 500-Query Houston Real Estate AI Visibility Study,CiteVantage,2026-09-23,https://citevantage.com/research/houston-real-estate-ai-visibility-2026/,2026-10-11
CV-13,"GBP, portals, AI sources","88% of all citations went to ordinary company websites rather than to portals, trade press or directories.",88%,"150 questions, five engines, 747 measurements",Which Domains AI Cites on Real Estate Questions,CiteVantage,2026-09-23,https://citevantage.com/research/domains-ai-cites-real-estate/,2026-10-11
CV-14,"GBP, portals, AI sources",All four major property portals combined drew 35 citations. YouTube alone drew 55.,35,"150 questions, five engines, 747 measurements",Which Domains AI Cites on Real Estate Questions,CiteVantage,2026-09-23,https://citevantage.com/research/domains-ai-cites-real-estate/,2026-10-11
CV-16,Agent tools and AI use,"GPTBot/1.2 got through on 0 of 8 cache-miss requests, against 8 of 8 for every other identity tested (the bare GPTBot token, OAI-SearchBot, ChatGPT-User, Googlebot, ClaudeBot, PerplexityBot and Chrome).",0 of 8,"One host, our own site",Hostinger CDN Blocks GPTBot: an HTTP 429 Case Study,CiteVantage,2026-09-14,https://citevantage.com/research/hostinger-cdn-blocks-gptbot/,2026-10-11
CV-17,Agent tools and AI use,"After warming every sitemap URL, 45 of 77 pages were readable to GPTBot, against 44 of 78 on 15 September 2026.",45 of 77,"One host, our own site",Hostinger CDN Blocks GPTBot: an HTTP 429 Case Study,CiteVantage,2026-09-21,https://citevantage.com/research/hostinger-cdn-blocks-gptbot/,2026-10-11