You might assume buyers are looking for the same things they always have in an agent: access to listings, market knowledge, and connections. But in New York City, buyer preferences and behavior are shifting.
As Zillow Home Trends Expert Amanda Pendleton and StreetEasy Consumer Trends Expert Nicholas D’Avella pointed out at our StreetEasy Skylines event on June 2, today’s buyers in NYC are more informed and discerning. As a result, they’re used to doing their homework before making an important decision like choosing an agent to work with.
In this article, we’ll explore what the research reveals about how NYC buyers choose an agent and search for their next home — and how agents can adapt.
Buyers do their homework before they call
According to a new StreetEasy survey1 of hundreds of NYC buyers, most (56%) spoke to more than one agent before hiring, and 25% talked to three or more. But before they reach that point, they’re researching their options online.
Of the NYC buyers surveyed, 71% began their home search online before finding an agent. 30% found their agent on StreetEasy or Zillow, 18% relied on friends and family, and 13% used social media.
What buyers find in your social posts, agent profile, and reviews largely determines their impression of you and your expertise. Be sure to keep your bios (including your StreetEasy profile), socials, testimonials, transaction history, and overall digital presence both current and specific. The clearer you are about your experience, such as the neighborhoods and buildings you’ve worked in, the faster buyers can tell if you’re a good fit.
If you’re subscribed to StreetEasy Agent Advantage℠, you can set up a premium agent profile that allows you to request and display curated testimonials from past clients.
Buyers want clarity, not just listings
Twenty years ago, buyers mostly cared about finding an agent who could bring them listings. Nowadays, they want to know you can communicate and explain the buying process clearly, especially the financial aspects.
Buying in NYC is notoriously expensive, and 55% of the buyers surveyed expect to receive some sort of financial assistance from family.
To ensure they’re taking the best approach to this expensive transaction, buyers are looking for expertise on the financial and more complex aspects of NYC real estate. The buyers surveyed want an agent who can help them with:
- Finding neighborhoods that fit their budget and lifestyle
- Guidance through board approval, inspection, and closing
- Explaining the offer and negotiation process
- Understanding what they can afford and total monthly costs
- Determining the details of their offer
Instead of waiting for buyers to ask about these topics, consider bringing them up near the start of your relationship. Offering expert insights into the complete process and financial picture lets them know what to expect.
Transparency is now part of trust
Trust has always been a key factor in real estate, but how agents earn it is beginning to evolve. More specifically, buyers expect complete transparency throughout the process, especially as it applies to listings.
StreetEasy’s survey shows that:
- 90% of NYC buyers want to be able to see all homes on the market
- 78% say it’s unfair for some buyers to see more homes than others
- 70% say they would not trust an agent who made working with them a condition for seeing all available homes
- 76% believe there’s a conflict of interest in dual agency, and 66% feel uncomfortable with the practice
“New York City buyers overwhelmingly value transparency, access, and someone who feels like an advocate and an expert they can trust,” says Nicholas D’Avella.
Practically speaking, this means agents should prioritize marketplace visibility and buyer clarity, being watchful of anything that may come across as unclear, limited, or hidden. Agents should also disclose to buyers upfront when their agency is representing both sides of a transaction.
At every step, the buyer should feel as though they’re fully informed and in control. From time to time, ask if they have any questions about the home, building, financing, or the transaction itself.
Listing content can make or break action
How a unit is depicted online largely influences whether a buyer will schedule a showing. As such, buyers increasingly rely on listing imagery to form a first impression of a property.
Most buyers surveyed (65%) say high-quality photos, floor plans, and monthly costs are the most important aspect of a listing.
Photography should be professional and attractive. Consider including floor plans and rich media like videos or 3D home tours whenever possible. StreetEasy Signature℠ grants access to premium listing pages with enhanced photo galleries that see higher media engagement.
All relevant listing details should be included as well. The goal is to help buyers quickly discern if the home matches what they’re seeking.
Be sure your listing descriptions include this information that buyers surveyed by StreetEasy are prioritizing:
- Apartment size
- Neighborhood characteristics
- Commute time and transit options
Hiding information may seem like a good way to increase showings, but buyers will only walk away feeling disillusioned.
Building a successful business that lasts
As the NYC market grows more and more complex, earning trust has only become more critical to agent success. In fact, only 31% of the NYC buyers surveyed say they’d definitely work with their agent again, while 69% would consider other options.
Every client interaction is an opportunity to prove your value and cultivate stronger trust. Those who prioritize clear communication, full transparency, and listing access will continue to build the strongest relationships with buyers — the kind that last well beyond a single transaction.
When asked what would increase their trust in an agent, surveyed buyers indicated proof points like verified reviews from past clients (42%); recognition from StreetEasy/Zillow, e.g. StreetEasy Experts or Agent Advantage (31%); examples of recent transactions (29%); and a detailed bio about the agent’s background and specialties (22%).
Visit the StreetEasy Business hub to explore our products, tools, and programs that allow you to showcase these proof points, and make sure your StreetEasy agent profile is complete, optimized, and current. Additionally, for the latest NYC housing market analysis to support all of the above, keep an eye on our monthly market reports.
- METHODOLOGY: In May 2026, StreetEasy commissioned YouGov to survey 303 New York City home buyers — NYC residents who either purchased within the past six months or planned to buy within the next six months. Results are weighted to match the demographic characteristics of New York City adult buyers; sample sizes are unweighted. ↩︎
