Updated October 2026 · 6 minute read
Paid leads are the most visible way to find clients, but they are not how most buyers and sellers pick an agent. NAR’s latest survey shows referrals and repeat business still lead by a wide margin. Here is what the data says and a no-ads plan built around it.
- 43% of buyers found their agent through a referral.12
- 66% of sellers used a referral or a past agent.2
- Only about 7% of buyers met their agent by inquiring about a property online.1
- 91% of buyers would use their agent again or recommend them.1
- Plan: work your sphere monthly, ask for referrals, host open houses, partner with lenders, follow up with past clients.
How clients actually find agents
| How they found the agent | Buyers | Sellers |
|---|---|---|
| Referral from friend, neighbour or relative | 43% | 37% |
| Used an agent they worked with before | 15% | 29% |
| Referred by another agent or broker | 7% | 4% |
| Inquired about a property seen online | 7% | |
| Website, no specific reference | 6% | 4% |
| Open house | 5% | 3% |
| Direct personal outreach | 5% |
Source: NAR 2025 Profile of Home Buyers and Sellers, as reported by BAM (November 2025).1 Blank cells were not reported for that group.
Most clients also don’t shop around: BAM reports that 80% of sellers contacted only one agent.1 Being the agent people think of first matters more than winning a comparison.
1. Work your sphere every month
- List everyone you know: family, friends, past colleagues, neighbours, parents from school, gym, church or club.
- Contact each person at least once a month with something useful: a local market note, a home maintenance tip, an invite.
- Ask directly once in a while: “If anyone you know is thinking of moving, I’d be glad to help.”
2. Turn past clients into referrals
In NAR’s 2025 data, 91% of buyers would use their agent again or recommend them, and 62% already had; 87% of sellers would recommend their agent.1 That goodwill fades if you disappear after closing.
- Call on the home anniversary and send a yearly value estimate.
- Send a short year-end note with local price trends.
- Ask for a review and a referral when the client is happiest, right after closing.
3. Open houses
Open houses brought in 5% of buyers’ agents and 3% of sellers’ agents in the survey.1 Offer to host for busy listing agents in your office, collect visitor details with a sign-in sheet, and follow up within a day.
4. Referral partners
Another agent or broker referred 7% of buyers.1 Build relationships with lenders, agents in other cities, divorce and estate attorneys, builders and relocation contacts, and send referrals both ways.
5. Direct outreach within the rules
Direct personal outreach found 5% of sellers’ agents.1 Expired listings, for-sale-by-owner homes and absentee owners are common targets. Before calling, check numbers against the National Do Not Call Registry and your state rules, and follow consent rules for texts. Letters and door knocking avoid most of those issues.
Track it in one spreadsheet
| Column | Example |
|---|---|
| Name and relationship | Maria Lopez, past client 2024 |
| Phone and email | |
| Last contact and next contact date | Oct 2 / Nov 2 |
| Home anniversary | June 14 |
| Referrals given | 2 |
| Notes | Daughter starting college in 2027 |
Sort by next contact date every Monday and work down the list. It costs nothing but your time.
Want a ready-made list to reach out to?
We research targeted contact lists, such as local lenders, builders, attorneys or for-sale-by-owner listings, with sources and verified emails, delivered in Excel.
Questions
How do most buyers find a real estate agent?
In NAR’s 2025 Profile of Home Buyers and Sellers, 43% of buyers found their agent through a referral from a friend, neighbour or relative, by far the biggest single source. Only about 7% met their agent after inquiring about a property online.
How do sellers choose a listing agent?
Sixty-six percent of sellers in NAR’s 2025 profile found their agent through a referral or used an agent they had worked with before: 37% by referral and 29% by going back to a past agent.
How can a new agent get leads without paying for ads?
Work your sphere of influence and past contacts every month, host open houses, partner with lenders and other agents for referrals, and reach out to expired and for-sale-by-owner listings within the rules. These channels cost time, not ad spend.
How often should I contact past clients?
Often enough to be remembered when they or a friend move. A simple monthly touch (market update, check-in, useful local tip) plus a call around their home anniversary works for many agents. Track every contact in a spreadsheet or CRM.
Are cold calls to expired listings allowed?
Phone outreach must follow the National Do Not Call Registry and your state’s rules, and text messages have their own consent rules. Check numbers against the registry and your state requirements before you call.
Related guides
Sources
- BAM: How Home Buyers and Sellers Find Their Agents in 2025 (citing NAR’s 2025 Profile of Home Buyers and Sellers), November 2025
- Virginia REALTORS: Key takeaways from NAR’s 2025 Profile of Home Buyers and Sellers, December 2025
Tahir Abbas
Founder of Softotech Solutions. Tahir’s team researches contact lists and builds lead-tracking spreadsheets for agents and small businesses. Survey figures come from the sources above.
