3 Buyer Opportunities for Agents in 2025 and 2026 (And How to Win Them)!
Let’s face it: 2025 isn’t exactly a walk in the park for buyers. Mortgage rates remain sticky, affordability is tight, and first-time buyers are feeling the squeeze. But here’s the thing—every market has opportunities. Smart agents know where to look, and more importantly, how to position themselves to serve those buyers best.
The 2025 Annual Housing Market Survey from the California Association of REALTORS® gave us some solid clues about where the action is. Here are the top three opportunities for buyer’s agents right now—and how you can spot these buyers and connect with them.
You can download a copy of the survey here: https://www.car.org/marketdata/surveys/ahs
1. First-Time Buyers (Still One-Third of the Market)
First-time buyers made up just 32.1% of sales in 2025—the lowest share in six years. That doesn’t mean they’re gone. It means they need more help than ever. They’re dealing with affordability challenges, higher down payments, and uncertainty about financing. That’s where you come in.
How to Identify Them
- CRM mining: Look for past leads who asked about condos, starter homes, or FHA/VA financing.
- Social targeting: Run ads aimed at renters aged 25 – 40. Focus on the “Stop Renting” message.
- Local partners: Team up with credit unions, employers, and even apartment managers who know when renters are getting ready to move on.
Outreach Plan
- Host a “First-Time Buyer Bootcamp” (monthly, via Zoom or at a library/community space). Promote it with social ads and lender partners.
- Publish short, helpful videos: “Did you know the median down payment for first-time buyers is just 11% right now?”
- Set up a CRM drip campaign with step-by-step emails guiding them through pre-approval, budgeting, and house hunting.
2. All-Cash Buyers (At a 13-Year High)
Here’s a number that should catch your eye: 27.9% of buyers in 2025 paid cash. That’s the highest level in more than a decade. Why? Higher mortgage rates make cash look even more powerful. Cash buyers—whether investors, downsizers, or relocators—want speed, certainty, and deals.
How to Identify Them
- Title reps/escrow officers: Request lists of cash transactions in your area.
- Networking: Investor clubs, Chamber of Commerce, and wealth advisor events are where cash buyers hang out.
- Past clients: Long-time homeowners with equity may cash out and buy smaller without a loan.
Outreach Plan
- Build a VIP “Cash Buyer Insider List” that shares off-market deals and investment opportunities.
- Host exclusive property tours for cash buyers (“Investor Thursdays” with pre-screened attendees).
- Use direct messaging like: “Cash buyers are winning in 2025 – want to see discounted properties before they hit the MLS?”
3. Relocation & Outmigration Buyers (38% Moving Out of California)
Here’s another huge opening: 38% of sellers in 2025 moved out of California. That means opportunity on both ends—helping buyers coming in and sellers relocating out. Most agents ignore relocation because it seems complicated. That’s your edge.
How to Identify Them
- MLS searches: Watch for “corporate relocation” or “relocation company” tags in listings.
- LinkedIn alerts: Job transfers and hires at major employers are signals of incoming buyers.
- Referral partners: Build relationships with agents in popular destinations like Texas, Arizona, and Nevada.
Outreach Plan
- Create a branded “Moving to [Your City] 2025 Guide” with neighborhood info, schools, and lifestyle tips.
- Offer free webinars for local employers who are relocating staff in/out of California.
- Segment your database: tag long-time owners and empty nesters. Reach out with scripts like: “Have you thought about moving closer to family or exploring more affordable states?”
Bottom Line
These three groups—first-time buyers, cash buyers, and relocation clients—represent some of the most promising opportunities in today’s market. They each have challenges, but that’s where your value as an agent comes in. The agents who educate, connect, and provide solutions will win these buyers and grow their business even in a tougher 2025.
Your move: Pick one of these niches and build a 30-day plan to connect with them. Consistency is the secret weapon here.
