Buyers Lean On AI, Social Media During Their Home Search

It’s not only professionals within the housing industry who are turning to artificial intelligence tools to streamline their work. Homebuyers are also increasingly using AI to help them access information about the housing market. According to a recent survey from housing market platform Realtor.com, 82% of Americans now use AI to gather housing market data, a growing trend that could be valuable for builders, real estate agents, and others in the housing industry when trying to figure out how to reach and connect with potential clients.

Among the AI tools being used, ChatGPT leads the way, with 67% of homebuyers relying on it for housing data, followed by 54% who primarily use Google Gemini to access real estate insights.

Social media also plays a major role in the homebuying journey. Nearly 90% of buyers use social media platforms for viewing housing-related content. The most popular social media sites are YouTube and Facebook, according to a respective 73% and 57% of buyers who say they rely on these social platforms. However, 76% of Generation Z says it heavily relies on TikTok to learn about the housing market.

According to those surveyed, amid all of these information sources, the majority felt that time spent navigating each source for more information about the market was a good use of time.

Despite an increased reliance on and comfort level with new housing market information sources, many potential buyers and sellers found that housing market information from their friends and family, social media, and TV and streaming shows was not directly applicable to their housing market of choice.

TV and streaming shows were the least usable, with 40% of respondents noting that the information did not apply to their specific market. They also said this source depicted an unlikely homebuying and selling experience. Social media did not feel applicable to roughly 30% of respondents, and 30.5% said it offered an inaccurate picture of the market. Friends, family, or neighbors also offered inapplicable market information in the opinion of 1 in 4 of those surveyed.