(Insights from the NAR 2025 Home Buyers and Sellers Generational Trends Report)
Most broker/owners assume that clients hire real estate agents primarily to negotiate the best price. But the data tells a different story.
According to the NAR 2025 Home Buyers and Sellers Generational Trends Report, buyers value their agent’s recommendations for home service providers more than their ability to negotiate price. Exhibit 4-3 of the report makes this clear: homeowners are looking for trusted guidance that extends beyond the transaction itself .
Why This Matters: Trust Beyond the Closing Table
Negotiation is a moment-in-time skill. Vendor recommendations create ongoing trust and value.
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- Clients face a long list of tasks, repairs, inspections, movers, landscapers, contractors, before and after closing.
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- They don’t just want any provider. They want someone their agent trusts.
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- A curated list of vendors makes a client’s life easier and positions the agent (and brokerage) as their go-to resource for years to come.
In short: today’s buyers want an advisor, not just a negotiator.
What This Means for Brokerages
The NAR 2025 Home Buyers and Sellers Generational Trends Report signals a clear opportunity for broker/owners. Brokerages that empower their agents with branded, centralized vendor lists are delivering the exact value homeowners say they want most.
Key benefits:
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- Agent Differentiation: Agents who bring solutions beyond the sale win trust faster.
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- Client Loyalty: Recommendations extend value well beyond the transaction.
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- Brokerage Advantage: A branded vendor platform strengthens your firm’s reputation and keeps your brand top-of-mind long after closing.
More Valuable Than Price Negotiation
Negotiation may help clients save money in the moment, but recommendations shape the client experience for years. Exhibit 4-3 shows that homeowners place greater weight on vendor referrals than on financial bargaining.
That’s why brokerages focused solely on negotiation risk missing what truly drives client satisfaction.
The Brokerage Advantage: Turning Data Into Strategy
The takeaway from the NAR 2025 Home Buyers and Sellers Generational Trends Report is clear:
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- Better vendor lists.
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- Elevated client value.
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- Happier homeowners.
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- More referrals and repeat business.
By giving your agents tools to deliver trusted vendor recommendations, you align your brokerage with what today’s homeowners value most, and you gain a competitive advantage that goes far beyond the deal.
Link to NAR Survey: https://www.nar.realtor/research-and-statistics/research-reports/home-buyer-and-seller-generational-trends
