<p><em>随着重复购房者占市场的 55%，房地产经纪人面临着一个更加数字化的客户群体，这正在重塑房地产关系的起始方式</em></p>
<p>, /PRNewswire/ -- 买家和卖家选择房地产经纪人的方式在过去几年中发生了显著变化，这正在重塑赢得业务所需的条件。</p>
<p><img src="https://imageproxy.pbkrs.com/https://mma.prnewswire.com/media/844956/Zillow_v2_Logo.jpg?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="" width="400" height="84" original-src="https://imageproxy.pbkrs.com/https://mma.prnewswire.com/media/844956/Zillow_v2_Logo.jpg"/></p>
<p>根据 <strong>Zillow 2025 年消费者住房趋势报告</strong>，36% 的卖家现在通过在线渠道找到他们的经纪人，这一比例是 2018 年 15% 的两倍多。在买家中，33% 表示在线研究在选择经纪人时发挥了关键作用。</p>
<p>与此同时，重复购房者占所有购房者的 55%，他们带来了更丰富的经验、更高的期望以及更为谨慎的雇佣经纪人的方式。</p>
<p>在经历了几年的观望，等待抵押贷款利率下降后，许多房主重新进入市场，对利率、时机和权衡有了更强的理解。这些经验丰富的买家在应对当今市场条件时，带着不同的优先事项和更高的期望回归。</p>
<p>“重复购房者现在占据了当今市场的主导地位，他们的心态与几年前截然不同，” Zillow 的住房趋势专家 Amanda Pendleton 表示。“这些 ‘回归买家’ 经历了多个市场周期；他们已经适应了今天的利率；他们在雇佣经纪人时非常有意图，奖励那些展现出清晰策略、强大流程管理和真正现代、数字优先体验的经纪人。”</p>
<p><strong>更具竞争性但可预测的客户格局</strong></p>
<p>数据还突显了重复购房者选择经纪人的方式发生了变化。虽然 79% 的重复购房者表示他们会考虑再次与同一经纪人合作，但最终只有 13% 的人根据与他们的过去经验雇佣了该经纪人。</p>
<p>这一差距反映了常见的现实——搬到新市场、经纪人退休或生活变化——但也突显了经验丰富的买家变得更加有意图。近一半的重复购房者采访了两位或更多的经纪人，通常在联系之前通过在线研究缩小了短名单。</p>
<p>“这并不是说忠诚度消失了，” Pendleton 说。“而是买家变得更加有意图。那些保持可见、清晰沟通并早期展示专业知识的经纪人，能够更好地赢得这些业务——即使是面对经验丰富的客户。”</p>
<p>一旦建立联系，决策往往迅速发生；47% 的买家雇佣了他们第一次交谈的经纪人，59% 的卖家也是如此。这意味着，对于经纪人来说，雇佣决定往往在第一次通话之前就已做出，驱动因素是经纪人的专业知识、方法和过往业绩在网上的清晰展现。</p>
<p><strong>回归买家最看重经纪人的哪些方面</strong></p>
<p>与首次购房者相比，重复购房者更重视效率和战略指导：</p>
<ul>
<li><strong>流程优于手把手指导：</strong> 63% 的重复购房者将整理和提交文件视为最有价值的经纪人服务，而首次购房者中这一比例为 51%。</li>
<li><strong>更强的报价策略：</strong> 重复购房者更重视定价策略、谈判和报价结构，而对私人参观的重视程度较低。</li>
<li><strong>以短信为主的沟通：</strong> 50% 的使用经纪人的买家在与经纪人合作时更喜欢短信或消息应用，而只有 33% 的人更喜欢电话沟通。</li>
</ul>
<p><strong>卖家优先考虑时机和确定性</strong></p>
<p>报告还显示，卖家在实现目标时做出了务实的决策：</p>
<ul>
<li><strong>约三分之二的卖家</strong> 承担了部分或全部买家的过户费用。</li>
<li><strong>三分之一的卖家</strong> 提供了利率买断。</li>
<li><strong>三分之一的卖家</strong> 表示在他们首选的时间框架内出售比最大化价格更重要。</li>
</ul>
<p><strong>经纪人如何营销房源影响雇佣决策</strong></p>
<ul>
<li><strong>78% 的卖家</strong> 更倾向于雇佣提供高分辨率摄影的经纪人。</li>
<li><strong>75% 的卖家</strong> 更倾向于雇佣提供虚拟导览和互动平面图的经纪人。</li>
</ul>
<p>综合来看，这些发现指向一个活跃、知情且有意图的市场——在这个市场中，准备和清晰度与关系同样重要。</p>
<p>完整的 2025 年消费者住房趋势报告可在此处获取。</p>
<p><strong>关于 Zillow 集团：</strong></p>
<p>Zillow 集团（Nasdaq: Z 和 ZG）正在重新构想房地产，以使更多人实现拥有住房的梦想。作为美国访问量最大的房地产应用和网站，Zillow 及其附属公司通过连接数字解决方案、专注的房地产专业人士以及更简便的买卖、融资和租赁体验，帮助人们找到并获得他们想要的家。</p>
<p>Zillow 集团的附属公司、子公司和品牌包括 Zillow®、Zillow Premier Agent®、Zillow Home Loans℠、Zillow Rentals®、Trulia®、Out East®、StreetEasy®、HotPads®、ShowingTime+℠、Spruce®和 Follow Up Boss®。</p>
<p>本报告中的所有商标均由 MFTB Holdco, Inc.拥有，MFTB Holdco, Inc.是 Zillow 的附属公司。Zillow Home Loans, LLC 是平等住房贷款人，NMLS #10287 (www.nmlsconsumeraccess.org)。© 2025 MFTB Holdco, Inc.，Zillow 的附属公司。</p>
<p><em>(ZFIN)</em></p>
<p>来源：Zillow</p>

Zillow集团-A

<p>Zillow 2025 年消费者住房趋势报告揭示了买卖双方选择房地产经纪人的方式发生了显著变化，36% 的卖家和 33% 的买家现在通过在线渠道找到经纪人。重复购房者占市场的 55%，他们优先考虑效率和战略指导，通常在做出决定之前会面试多位经纪人。卖家也在做出务实的选择，许多人愿意承担买方的成交费用，并重视高质量的营销。报告强调了数字优先的方法和清晰沟通对于经纪人在这个不断变化的市场中取得成功的重要性</p>

<p><em>With repeat buyers making up 55% of the market, agents face a more digitally savvy client base that's reshaping how real estate relationships begin</em></p>
<div class="lb-trans"><p><em>随着重复购房者占市场的 55%，房地产经纪人面临着一个更加数字化的客户群体，这正在重塑房地产关系的起始方式</em></p>
</div><p>, /PRNewswire/ -- How buyers and sellers choose a real estate agent has shifted meaningfully over the past several years, and it's reshaping what it takes to win business.</p>
<div class="lb-trans"><p>, /PRNewswire/ -- 买家和卖家选择房地产经纪人的方式在过去几年中发生了显著变化，这正在重塑赢得业务所需的条件。</p>
</div><p><img src="https://imageproxy.pbkrs.com/https://mma.prnewswire.com/media/844956/Zillow_v2_Logo.jpg" alt="" original-src="https://mma.prnewswire.com/media/844956/Zillow_v2_Logo.jpg"/></p>
<p>According to <strong>Zillow's 2025 Consumer Housing Trends Report for Agents</strong>, 36% of sellers now find their agents through online channels, more than double the 15% share in 2018. Among buyers, 33% say online research played a key role in how they chose their agent.</p>
<div class="lb-trans"><p>根据 <strong>Zillow 2025 年消费者住房趋势报告</strong>，36% 的卖家现在通过在线渠道找到他们的经纪人，这一比例是 2018 年 15% 的两倍多。在买家中，33% 表示在线研究在选择经纪人时发挥了关键作用。</p>
</div><p>At the same time, repeat buyers account for 55% of all home purchasers, bringing greater experience, higher expectations and a more deliberate approach to hiring an agent.</p>
<div class="lb-trans"><p>与此同时，重复购房者占所有购房者的 55%，他们带来了更丰富的经验、更高的期望以及更为谨慎的雇佣经纪人的方式。</p>
</div><p>After several years on the sidelines waiting for mortgage rates to fall, many homeowners are reentering the market with a stronger understanding of rates, timing and trade-offs. These experienced buyers are returning with different priorities and higher expectations as they navigate today's market conditions.</p>
<div class="lb-trans"><p>在经历了几年的观望，等待抵押贷款利率下降后，许多房主重新进入市场，对利率、时机和权衡有了更强的理解。这些经验丰富的买家在应对当今市场条件时，带着不同的优先事项和更高的期望回归。</p>
</div><p>&#34;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,&#34; said Amanda Pendleton, Zillow's home trends expert. &#34;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.&#34;</p>
<div class="lb-trans"><p>“重复购房者现在占据了当今市场的主导地位，他们的心态与几年前截然不同，” Zillow 的住房趋势专家 Amanda Pendleton 表示。“这些 ‘回归买家’ 经历了多个市场周期；他们已经适应了今天的利率；他们在雇佣经纪人时非常有意图，奖励那些展现出清晰策略、强大流程管理和真正现代、数字优先体验的经纪人。”</p>
</div><p><strong>A more competitive but predictable client landscape</strong></p>
<div class="lb-trans"><p><strong>更具竞争性但可预测的客户格局</strong></p>
</div><p>The data also highlights a shift in how repeat buyers choose agents. While 79% of repeat buyers say they would consider working with the same agent again, only 13% ultimately hired their agent based on their past experience with them.</p>
<div class="lb-trans"><p>数据还突显了重复购房者选择经纪人的方式发生了变化。虽然 79% 的重复购房者表示他们会考虑再次与同一经纪人合作，但最终只有 13% 的人根据与他们的过去经验雇佣了该经纪人。</p>
</div><p>That gap reflects common realities — moves to new markets, agents who have retired, or life changes — but it also highlights how intentional experienced buyers have become. Nearly half of repeat buyers interviewed two or more agents, often narrowing their short list through online research before making contact.</p>
<div class="lb-trans"><p>这一差距反映了常见的现实——搬到新市场、经纪人退休或生活变化——但也突显了经验丰富的买家变得更加有意图。近一半的重复购房者采访了两位或更多的经纪人，通常在联系之前通过在线研究缩小了短名单。</p>
</div><p>&#34;This isn't about loyalty disappearing,&#34; Pendleton said. &#34;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.&#34;</p>
<div class="lb-trans"><p>“这并不是说忠诚度消失了，” Pendleton 说。“而是买家变得更加有意图。那些保持可见、清晰沟通并早期展示专业知识的经纪人，能够更好地赢得这些业务——即使是面对经验丰富的客户。”</p>
</div><p>Once contact is made, decisions tend to happen quickly; 47% of buyers hired the first agent they spoke with, and 59% of sellers did the same. What this means for agents is that the hiring decision often happens before the first call, driven by how clearly an agent's expertise, approach and track record come through online.</p>
<div class="lb-trans"><p>一旦建立联系，决策往往迅速发生；47% 的买家雇佣了他们第一次交谈的经纪人，59% 的卖家也是如此。这意味着，对于经纪人来说，雇佣决定往往在第一次通话之前就已做出，驱动因素是经纪人的专业知识、方法和过往业绩在网上的清晰展现。</p>
</div><p><strong>What comeback buyers value most from agents</strong></p>
<div class="lb-trans"><p><strong>回归买家最看重经纪人的哪些方面</strong></p>
</div><p>Compared with first-time buyers, repeat buyers place greater emphasis on efficiency and strategic guidance:</p>
<div class="lb-trans"><p>与首次购房者相比，重复购房者更重视效率和战略指导：</p>
</div><ul>
<li><strong>Process over hand-holding:</strong> 63% of repeat buyers ranked organizing and submitting paperwork as the most valuable agent service, compared to 51% of first-time buyers.</li>
<li><strong>Stronger offer strategy:</strong> Repeat buyers placed higher value on pricing strategy, negotiations and offer structure, while placing less emphasis on private tours.</li>
<li><strong>Text-first communication:</strong> 50% of buyers who used an agent prefer texting or messaging apps when working with agents, while only 33% preferred phone calls.</li>
</ul>
<div class="lb-trans"><ul>
<li><strong>流程优于手把手指导：</strong> 63% 的重复购房者将整理和提交文件视为最有价值的经纪人服务，而首次购房者中这一比例为 51%。</li>
<li><strong>更强的报价策略：</strong> 重复购房者更重视定价策略、谈判和报价结构，而对私人参观的重视程度较低。</li>
<li><strong>以短信为主的沟通：</strong> 50% 的使用经纪人的买家在与经纪人合作时更喜欢短信或消息应用，而只有 33% 的人更喜欢电话沟通。</li>
</ul>
</div><p><strong>Sellers are prioritizing timing and certainty</strong></p>
<div class="lb-trans"><p><strong>卖家优先考虑时机和确定性</strong></p>
</div><p>The report also shows sellers making pragmatic decisions to achieve their goals:</p>
<div class="lb-trans"><p>报告还显示，卖家在实现目标时做出了务实的决策：</p>
</div><ul>
<li><strong>About two-thirds of sellers</strong> covered some or all of the buyer's closing costs.</li>
<li><strong>One in 3 sellers</strong> offered a rate buydown.</li>
<li><strong>One in 3 sellers</strong> said selling within their preferred time frame mattered more than maximizing price.</li>
</ul>
<div class="lb-trans"><ul>
<li><strong>约三分之二的卖家</strong> 承担了部分或全部买家的过户费用。</li>
<li><strong>三分之一的卖家</strong> 提供了利率买断。</li>
<li><strong>三分之一的卖家</strong> 表示在他们首选的时间框架内出售比最大化价格更重要。</li>
</ul>
</div><p><strong>How agents market listings influences hiring decisions</strong></p>
<div class="lb-trans"><p><strong>经纪人如何营销房源影响雇佣决策</strong></p>
</div><ul>
<li><strong>78% of sellers</strong> were more likely to hire agents who offer high-resolution photography.</li>
<li><strong>75% of sellers</strong> were more likely to hire agents who provide virtual tours and interactive floor plans.</li>
</ul>
<div class="lb-trans"><ul>
<li><strong>78% 的卖家</strong> 更倾向于雇佣提供高分辨率摄影的经纪人。</li>
<li><strong>75% 的卖家</strong> 更倾向于雇佣提供虚拟导览和互动平面图的经纪人。</li>
</ul>
</div><p>Taken together, the findings point to a market that is active, informed and intentional — one in which preparation and clarity matter as much as relationships.</p>
<div class="lb-trans"><p>综合来看，这些发现指向一个活跃、知情且有意图的市场——在这个市场中，准备和清晰度与关系同样重要。</p>
</div><p>The full 2025 Consumer Housing Trends Report for Agents is available here.</p>
<div class="lb-trans"><p>完整的 2025 年消费者住房趋势报告可在此处获取。</p>
</div><p><strong>About Zillow Group:</strong></p>
<div class="lb-trans"><p><strong>关于 Zillow 集团：</strong></p>
</div><p>Zillow Group, Inc. (Nasdaq: Z and ZG) is reimagining real estate to make home a reality for more and more people. As the most visited real estate app and website in the United States, Zillow and its affiliates help people find and get the home they want by connecting them with digital solutions, dedicated real estate professionals, and easier buying, selling, financing, and renting experiences.</p>
<div class="lb-trans"><p>Zillow 集团（Nasdaq: Z 和 ZG）正在重新构想房地产，以使更多人实现拥有住房的梦想。作为美国访问量最大的房地产应用和网站，Zillow 及其附属公司通过连接数字解决方案、专注的房地产专业人士以及更简便的买卖、融资和租赁体验，帮助人们找到并获得他们想要的家。</p>
</div><p>Zillow Group's affiliates, subsidiaries and brands include Zillow®, Zillow Premier Agent®, Zillow Home Loans℠, Zillow Rentals®, Trulia®, Out East®, StreetEasy®, HotPads®, ShowingTime+℠, Spruce®, and Follow Up Boss®.</p>
<div class="lb-trans"><p>Zillow 集团的附属公司、子公司和品牌包括 Zillow®、Zillow Premier Agent®、Zillow Home Loans℠、Zillow Rentals®、Trulia®、Out East®、StreetEasy®、HotPads®、ShowingTime+℠、Spruce®和 Follow Up Boss®。</p>
</div><p>All marks herein are owned by MFTB Holdco, Inc., a Zillow affiliate. Zillow Home Loans, LLC is an Equal Housing Lender, NMLS #10287 (www.nmlsconsumeraccess.org). © 2025 MFTB Holdco, Inc., a Zillow affiliate.</p>
<div class="lb-trans"><p>本报告中的所有商标均由 MFTB Holdco, Inc.拥有，MFTB Holdco, Inc.是 Zillow 的附属公司。Zillow Home Loans, LLC 是平等住房贷款人，NMLS #10287 (www.nmlsconsumeraccess.org)。© 2025 MFTB Holdco, Inc.，Zillow 的附属公司。</p>
</div><p><em>(ZFIN)</em></p>
<div class="lb-trans"><p><em>(ZFIN)</em></p>
</div><p>SOURCE Zillow</p>
<div class="lb-trans"><p>来源：Zillow</p>
</div>

Zillow 报告指出：在线研究现已成为大多数代理关系的起点 | Zillow 股票新闻