How Do Buyers Actually Find Homes for Sale Today?

Today's homebuyers find properties through a combination of online real estate searches, mobile apps, real estate agents, referrals, social media, open houses, and direct exposure to properties in the communities where they want to live.

For homeowners thinking about selling in Coastal North Carolina, understanding how buyers discover homes is important. Simply placing a property in the MLS is one part of the process, but reaching potential buyers involves making sure the home is presented effectively and visible across the places buyers are already searching.

Whether you're selling a primary residence in Holly Ridge, a beach house on Topsail Island, a waterfront property in Sneads Ferry, or a condominium in North Topsail Beach, the way your home is marketed can influence how potential buyers discover and evaluate it.

Where Do Buyers Actually Find Homes for Sale?

Online searches are the leading discovery channel, but buyers do not rely on just one source.

According to the National Association of REALTORS® 2025 Profile of Home Buyers and Sellers, 52% of buyers found the home they purchased through an online search. Another 27% found their property through a real estate agent, while 9% found it through a friend, relative, or neighbor.

These findings demonstrate why an effective listing strategy needs to reach buyers through multiple channels rather than relying on a single source.

Here are the primary ways buyers discover homes today.

1. Real Estate Websites and Online Property Searches

Online real estate searches are one of the most important ways buyers discover available properties.

Buyers frequently begin by searching websites and platforms that allow them to filter properties according to their preferences.

Popular home-search destinations include:

• Zillow.

• Realtor.com.

• Homes.com.

• Real estate brokerage websites.

• Individual real estate team websites.

Buyers can search by location, price, property type, number of bedrooms, waterfront access, and other features.

For Coastal North Carolina homeowners, this is particularly relevant because buyers may be searching for very different types of properties.

Someone looking for a permanent residence in Jacksonville may have different priorities than someone searching for an oceanfront condominium in North Topsail Beach or a vacation rental on Topsail Island.

What this means for Sellers:

Your listing needs more than basic property information. Professional photography, accurate descriptions, useful property details, and an appealing presentation help buyers understand what makes the home worth considering.

The online listing is often a buyer's first impression of your property.

2. Real Estate Agents and Their Listing Networks

Real estate agents continue to play an important role in helping buyers find properties.

Buyers may receive property recommendations from their agents based on their desired location, budget, property type, and other preferences.

Agents also help buyers identify properties that match their needs, arrange showings, obtain additional information, and evaluate available opportunities.

This can be especially important in Coastal North Carolina, where a buyer may need help understanding the differences between oceanfront, sound-front, Intracoastal Waterway, and inland properties.

A buyer searching for a home in Surf City may not fully understand the differences between owning a primary residence, a second home, or a property intended for vacation rental use.

An agent familiar with the local market can help explain relevant property characteristics and guide the buyer through the search.

What this means for Sellers:

Marketing to other real estate professionals remains an important part of listing exposure.

A listing should be easy for agents to find, understand, and share with buyers who may be looking for that particular type of property.

Agent-to-agent marketing can complement online exposure and help introduce a property to potential buyers.

3. Mobile Apps and Smartphone Searches

Today's buyers can search for homes almost anywhere.

Real estate apps and mobile-friendly websites allow buyers to browse listings, save properties, receive notifications, compare homes, and request additional information.

A buyer visiting Topsail Island for the weekend might browse available oceanfront properties from a phone. Someone relocating to the Jacksonville area might search for homes while preparing for a military-related move.

Mobile searches make it important for a property listing to look good on a smaller screen.

Important elements include:

• Clear, professional photographs.

• Accurate property descriptions.

• Easy-to-understand property details.

• Floor plans when available.

• Correct pricing and property information.

• An appealing first photograph.

The National Association of REALTORS® 2025 buyer research identifies photographs, detailed property information, and floor plans as particularly useful online listing features.

What this means for Sellers:

Your listing should be designed to make a strong first impression whether someone views it on a desktop computer, tablet, or smartphone.

If the photographs are poor or the property information is incomplete, buyers may move on to another listing before ever considering a showing.

4. Social Media and Digital Marketing

Social media has become another way buyers discover homes and become familiar with local real estate markets.

Platforms such as:

• Facebook.

• Instagram.

• YouTube.

• TikTok.

allow properties to be presented through photographs, videos, virtual tours, property highlights, and other digital content.

For example, a video showcasing an oceanfront property on Topsail Island can help prospective buyers appreciate the views, outdoor spaces, and coastal setting before scheduling an in-person visit.

A property-specific social media strategy can also help introduce a home to people who may not have discovered it through a traditional property search.

What this means for Sellers:

Social media should complement the property's broader marketing plan.

Simply posting a photograph and an asking price is not necessarily a complete marketing strategy. The presentation should communicate the property's features, location, lifestyle, and characteristics that make it different from competing listings.

5. Open Houses, Yard Signs, and Local Exposure

Traditional real estate marketing still has a place in today's home search.

Buyers may discover a property through:

• Driving through a neighborhood.

• Seeing a For Sale sign.

• Attending an open house.

• Visiting a community.

• Hearing about an available property from someone they know.

This can be particularly relevant in coastal communities.

Someone spending time in Surf City or North Topsail Beach may notice a property while visiting the area and become interested in exploring ownership opportunities.

Open houses also give buyers an opportunity to experience a property's layout, condition, surroundings, and overall appeal in person.

What this means for Sellers:

Physical property presentation still matters.

The home's exterior, landscaping, signage, accessibility for showings, and overall condition can influence how buyers perceive it when they encounter the property in person.

Online marketing and traditional exposure work best when they support one another.

6. Referrals and Personal Connections

Not every buyer discovers a property through a website.

Friends, relatives, neighbors, coworkers, and other personal connections can introduce buyers to homes they might otherwise overlook.

This can happen when someone hears that a homeowner is considering selling, learns about a property through a local connection, or receives a recommendation from someone familiar with the community.

For example, someone relocating to the Sneads Ferry area may already have friends or family familiar with the community.

Likewise, a buyer who regularly vacations on Topsail Island may hear about available properties through personal connections.

What this means for Sellers:

A property's marketing should not depend entirely on waiting for buyers to find it themselves.

A well-developed listing strategy should also consider professional networks, local exposure, and opportunities to introduce the property to people who may already have an interest in the area.

7. New Construction and Builder Websites

Buyers searching for homes may also discover properties directly through builders and new construction communities.

In areas such as Holly Ridge, Jacksonville, Hampstead, and the greater Wilmington market, buyers may compare existing homes with newly constructed properties.

This creates an additional consideration for homeowners selling an existing home.

Buyers may be comparing:

• Purchase price.

• Property size and layout.

• Lot size.

• Age and condition.

• Available upgrades.

• Community amenities.

• Location and convenience.

• Expected maintenance.

A Seller's home is competing for attention not only against other resale properties but potentially against available new construction.

What this means for Sellers:

Understanding the competition is an important part of pricing and marketing.

A listing agent should help evaluate how the property compares with other homes buyers may realistically consider, including relevant new construction when applicable.

Does Listing a Home in the MLS Automatically Put It Everywhere?

The Multiple Listing Service (MLS) is an important part of the property marketing process, but Sellers should understand the difference between MLS distribution and additional marketing.

Depending on applicable MLS rules, brokerage arrangements, listing settings, and platform agreements, property information may be distributed to consumer real estate websites.

However, standard listing syndication is not necessarily the same as enhanced listing presentation or paid promotional exposure.

For example, Streamline Realty Team utilizes additional marketing opportunities through:

• Zillow Showcase for qualifying or applicable listings.

• Enhanced Realtor.com listing promotion, including Spotlight where applicable.

• Homes.com Boost for applicable listings.

These programs are part of Streamline's broader property marketing strategy and are distinct from ordinary MLS syndication.

The availability and use of specific enhancements depend on the listing and applicable program requirements.

When interviewing a listing agent, homeowners should ask:

• Where will my property be advertised?

• What happens beyond MLS distribution?

• Will professional photography be included?

• Are floor plans or drone photography appropriate for my property?

• Will video or social media marketing be used?

• How will online listing performance be monitored?

• How will I receive updates about buyer interest and showing activity?

These questions can help homeowners understand what they are actually receiving from a listing agent.

What Makes a Home Stand Out When Buyers Find It Online?

Getting a property in front of buyers is only part of the equation. The next step is giving them a reason to take a closer look.

A strong listing presentation should communicate the property's most important features without overwhelming buyers with unnecessary information.

For Coastal North Carolina properties, this may include:

Location and setting: Is the property oceanfront, sound-front, waterfront, or located in an established inland community?

Property photography: Do the photographs accurately showcase the home's interior, exterior, views, and outdoor living spaces?

Property details: Are important features such as bedrooms, bathrooms, square footage, storage, parking, and amenities clearly explained?

Lifestyle features: Does the listing communicate relevant features such as beach access, boating opportunities, community amenities, or proximity to local destinations?

Property condition: Are upgrades, improvements, and maintenance features presented accurately?

Pricing: Does the asking price make sense compared with recent comparable sales and current competing properties?

The goal is to help potential buyers recognize the property's value and understand why it may fit their needs.

Does More Online Exposure Guarantee a Faster Sale or Higher Price?

No. More exposure does not guarantee that a home will sell, sell faster, or achieve a particular price.

Marketing can help introduce a property to potential buyers, but the outcome depends on several factors, including:

• Asking price.

• Property condition.

• Location.

• Buyer demand.

• Competing inventory.

• Property-specific characteristics.

• Financing and transaction circumstances.

• Market conditions.

A well-marketed property can still struggle if it is priced incorrectly or does not meet the needs of the buyers currently shopping in that market.

Likewise, an appropriately priced home with a strong presentation may attract interest without requiring an unnecessarily complicated marketing campaign.

The objective should be to create a thoughtful marketing strategy that supports the property's positioning in the current market.

How Does Streamline Realty Team Help Sellers Get Their Homes in Front of Buyers?

Streamline Realty Team approaches listing marketing as more than simply entering a property into the MLS.

Led by Managing Broker Matt Jones and operating under Real Broker, LLC, Streamline serves homeowners throughout Coastal North Carolina, including Surf City, Topsail Beach, North Topsail Beach, Holly Ridge, Sneads Ferry, Wilmington, Jacksonville, Pender County, and Onslow County.

The Team has exceeded $250 million in closed real estate sales and has received multi-year recognition through RealTrends' America's Best Real Estate Professionals.

Depending on the property and its marketing strategy, Streamline's listing services may include:

• Professional real estate photography.

• Drone and aerial photography.

• Floor plans.

• Video and property presentation.

• MLS distribution.

• Digital and social media marketing.

• Agent-to-agent marketing.

• Enhanced listing exposure through Zillow Showcase, Realtor.com promotional products, and Homes.com Boost where applicable.

• Showing feedback and listing-performance monitoring.

• Seller market reports and pricing-position reviews.

Streamline also uses dedicated listing coordination and transaction coordination to support communication, documentation, and important transaction milestones after a property goes under contract.

The marketing strategy is developed around the property rather than assuming every home requires the same approach.

What Should Sellers Do Before Listing Their Home?

Before choosing a listing agent, homeowners should understand how their property will be positioned in the market and how prospective buyers are likely to evaluate it.

A useful starting point is to ask for a property-specific marketing and pricing consultation.

This should include:

1. An evaluation of the property's location, features, and condition.

2. A review of relevant comparable sales.

3. An assessment of current competing listings.

4. A discussion of the most appropriate marketing channels.

5. A plan for professional property presentation.

6. An explanation of how showing activity and buyer feedback will be monitored.

7. A discussion of how pricing and marketing adjustments will be evaluated if needed.

For Coastal North Carolina homeowners, property-specific considerations may also include waterfront characteristics, flood-zone information, insurance considerations, vacation-rental history, septic systems, and community amenities when relevant.

The right preparation can help a Seller make more informed decisions before the property enters the market.

Thinking About Selling Your Coastal North Carolina Home?

Buyers today have more ways than ever to discover homes for sale. But getting a property noticed is only one part of a successful listing strategy.

The way a home is priced, presented, marketed, and positioned against competing properties all contribute to how potential buyers evaluate it.

If you're considering selling in Surf City, Topsail Beach, North Topsail Beach, Holly Ridge, Sneads Ferry, Wilmington, Jacksonville, or the surrounding Coastal North Carolina market, Streamline Realty Team can help you evaluate your property's position and develop a marketing strategy based on its specific features and market.

Contact Streamline Realty Team to discuss your property, review its potential market position, and learn what a property-specific listing and marketing plan could look like before you decide to sell.

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