When helping clients navigate their next move, understanding their motivations can make all the difference. A recent survey of National Association of Realtors (NAR) members reveals surprising trends about what drives homebuyers’ decisions. While affordability and space are still important, the primary factor influencing relocations is emotional—being closer to friends and family.

As real estate agents, these insights can help you tailor your services to meet the specific needs of your clients. Let’s dive into the trends and how they vary by region, demographic, and lifestyle.

• 30% of homebuyers cited proximity to friends and family as their main reason for relocating.

• When asked about their primary reason, 23% prioritized being closer to loved ones, followed by 12% wanting more home for their money.

• 21% of buyers moved to afford a larger home for the same price.

• Taxes and crime were also notable concerns, influencing 16% of moves.

• West: Buyers moved primarily for more affordable homes (24%).

• South: Lower taxes were the top motivator (19%).

• Northeast: Closeness to work was most important (22%).

The South and West remain hotspots for migration.

• 46% of clients relocated to the South, followed by 25% to the West.

• At the same time, the South saw the most departures, with 33% moving out.

• 36% of buyers moved to a different state, with the South and West seeing the highest interstate migration rates.

• 21% stayed in the same city, while another 21% moved to a different city within the same state.

• 18% of buyers returned to areas they previously lived in.
  • Most common in the Midwest (24%) and West (20%).

• 43% of clients were not influenced by job location because they work remotely.

• Only 37% of moves were driven by jobs requiring in-office attendance, and 20% of agents were unsure of their clients' employment status.

• 20% of repeat buyers kept their previous property as a second home or investment property, highlighting opportunities for agents to assist with both buying and managing rental properties.

Proximity to family and friends remains the strongest factor in relocation decisions. Use this knowledge to:

• Help clients explore neighborhoods that align with their emotional and logistical needs.

• Highlight community features like schools, parks, and local amenities to create a sense of belonging.

Each region has unique drivers for moves:

• In the South, emphasize tax benefits and cost of living.

• In the West, focus on affordability and larger spaces.

• For the Northeast, proximity to workplaces and urban centers can be a selling point.

With many buyers unbound by office locations, agents can:

• Showcase areas with strong community ties and lower costs of living.

• Emphasize homes with dedicated office spaces and high-speed internet.

Nearly a quarter of repeat buyers keep their homes as rentals or vacation properties. Position yourself as a resource for:

• Selling and buying investment properties.

• Managing second homes or rentals, either directly or through trusted partnerships.

1. Enhance Community Knowledge

   Stay informed about local amenities, tax benefits, and regional trends to offer tailored advice to your clients.

2. Leverage Emotional Connections

   In your marketing, emphasize how your services can help clients reconnect with loved ones or find a home that fits their desired lifestyle.

3. Target Remote Workers

   Promote listings with features that appeal to remote workers, such as flexible layouts, quiet neighborhoods, and tech-friendly infrastructure.

4. Market to Investors

   Position yourself as an expert in managing transitions for buyers keeping properties as investments or vacation homes.

Homebuying decisions are deeply personal, driven by factors like proximity to family, affordability, and lifestyle needs. By understanding these motivations, real estate agents can better serve their clients and position themselves as trusted advisors in an ever-evolving market. Whether helping someone relocate for emotional reasons or practical ones, the key is to align their goals with the unique opportunities in today’s housing market.