New research from real estate branding and marketing firm 1000Watt is sending a clear message to the real estate industry: sellers still deeply value agents, but they are becoming far more discerning about how that value is delivered.
A new national survey of 1,000 recent home sellers found that consumers are laser-focused on negotiation skills, pricing expertise, communication, and visible marketing execution from their listing agents.
For REALTORS®, the findings are both encouraging and instructive, but here is what sellers are telling you they want.
Sellers Still Want Human Expertise
Despite the rapid rise of AI tools and automated home valuation platforms, sellers overwhelmingly continue to value the role of a professional agent.
That’s an important reminder in a market increasingly dominated by technology conversations. Sellers aren’t looking for someone to simply unlock doors or input a listing into the MLS. They want strategic advisors who can guide them through high-stakes financial decisions, advocate for their interests, and position their property competitively.
Show Your Marketing Work
One of the most revealing findings in the report was the disconnect between agent marketing efforts and seller perceptions.
While 51% of sellers said their home was marketed “very well,” another 42% said it was only marketed “somewhat well.”
The report suggests many agents may be doing the work behind the scenes, but failing to clearly communicate the strategy, momentum, and impact of those efforts to sellers throughout the process.
Sellers notice quiet periods. They notice when communication slows down. They notice when a home’s best features are not highlighted effectively.
Here is some tips from 1000 Watt on what listing agents can do to build that value:
- Owning the standard early. Define what great marketing looks like and align it to the seller ’s goals before the listing begins.
- Translating activity into impact. Frame every tactic in terms of reach, exposure, and buyer response so the value is clear.
- Designing visible momentum. Create a weekly cadence of updates that shows progress, signals activity, and reinforces movement.
- Packaging the story at the end. Deliver a clear recap with metrics that connect actions to outcomes and make the work tangible.
And it’s important to know the complaints from sellers. Here were some of the verbatim responses from sellers about listing agents:
The Rise of the “Informed Seller”
Another major theme in the research: today’s sellers are arriving at the table more informed than ever.
Nearly one in four sellers reported using AI tools during the selling process, primarily to:
- Research pricing
- Evaluate market conditions
- Compare agent recommendations
- Validate listing price strategies
However, usage varies based on gender, age, and income.
From the report:
- 30% of male sellers used AI during their sale vs. 17% of female sellers.
- 57% of male AI users checked or compared
the agent’s suggested price vs. 41% of female AI users.
- Sellers aged 35 to 44 used AI at 31%, more than double the rate of sellers aged 55 to 64 at 13%, an 18-point gap.
- Higher-income sellers follow: 30% of sellers earning $150,000 or more used AI vs. 19% earning under $75,000.
- 35% of sellers with a Master’s degree or higher used AI vs. 21% with a bachelor’s and 19% below. Parents with children under 18 show the highest AI usage of any segment: 36% vs. 14% without.
Most sellers who used AI still said their agent’s expertise either aligned with or exceeded what AI tools provided.