R
eal‑estate professionals are increasingly adopting technology to streamline operations, enhance client service, and outpace rivals, according to the 2025 REALTORS® Technology Survey, which gathered data from more than 1,200 agents. The survey highlights the growing array of tools agents use across lead generation, customer relationship management, and transaction management.
The most frequently cited technology is electronic signatures, followed by marketing and prospecting solutions such as social media, drone photography, and video. “These results show a profession that is adapting quickly to technological change while prioritizing client satisfaction,” said Jessica Lautz, NAR’s deputy chief economist. “Technology continues to be a powerful force in real estate, driving efficiency and marketing innovation. But at the heart of it all remains the trusted relationship between the agent and client.”
Clients reward tech‑savvy agents. The 2025 Home Buyers and Sellers Generational Trends report found that 47 % of buyers consider an agent’s technology skills “very important” when choosing representation, and 82 % of clients respond positively when agents incorporate more technology into the buying and selling process.
Agents are allocating budgets to support these tools. Roughly one‑third spend $50‑$250 per month on technology, 20 % spend $251‑$500, and about a quarter invest more than $500 monthly.
Lead‑generation tools most used by agents are:
- Social media – 39 %
- Customer relationship management (CRM) – 23 %
- Local MLS – 17 %
- Brokerage website – 13 %
- Digital ad campaigns (Google AdWords, Facebook Business, display ads) – 12 %
- Personal business website – 12 %
- Email marketing tools – 11 %
- Listing syndication/portal (e.g., Realtor.com) – 9 %
Emerging technologies are also gaining traction. Nearly 60 % of agents have experimented with tools like AI or cryptocurrency, though only about 20 % have fully adopted them. AI remains the most discussed innovation, with 20 % using it daily, 22 % weekly, and 32 % yet to try it. The leading AI platforms cited are ChatGPT, Gemini, Copilot, and Apple Intelligence.
Other emerging tech agents are watching closely includes:
- AI/generative AI – 41 %
- Predictive consumer analytics – 6 %
- Smart contracts – 5 %
- IoT (smart homes/voice tech) – 3 %
- Augmented/virtual reality – 2 %
- Cryptocurrency – 1 %
- Blockchain – 1 %
Dalton Brewer, a Kansas City broker and co‑founder of CD Technologies, believes AI can streamline the home‑buying journey by providing instant comparative market analyses, predictive analytics, and faster approvals, ultimately speeding up documentation and closing.
In short, the 2025 REALTORS® Technology Survey underscores a real‑estate landscape that is rapidly embracing digital tools to improve efficiency, client satisfaction, and competitive advantage.
