The way consumers buy homes has evolved significantly over the past decade—and new research from the National Association of REALTORS® (NAR) confirms just how much buyer expectations have changed.
NAR recently commissioned a nationwide survey conducted by Harris Poll to better understand consumer preferences for real estate services. Originally conducted in 2008 and again in 2010, the 2015 survey marks the third wave of research and evaluates how homebuyer behavior has shifted alongside an improving economy.
The results are clear: interest in and adoption of one-stop shopping (OSS) has increased substantially.
The National Association of REALTORS® (NAR) recently commissioned a survey by Harris Poll on consumer preferences for real estate services. Originally conducted in 2008 and again in 2010, this third survey evaluates any changes in homebuyer preferences, especially given the improvement in the economy over the past several years. Surveying over 1,100 recent and future homebuyers online in September 2015, NAR discovered that usage of and interest in “one-stop shopping” (OSS) has substantially increased. Fifty percent of recent buyers used one source to procure home-buying services, compared to 29 percent in 2008. Benefits of OSS noted by homebuyers include:
- Saving money when firms offer discounted prices (81 percent)
- Having the ability to compare rates across a variety of providers (75 percent)
- Making the home-buying process more efficient and manageable(74 percent)
What the NAR–Harris Poll Survey Revealed
Surveying more than 1,100 recent and future homebuyers online in September 2015, NAR found a dramatic rise in consumers using a single source to manage multiple aspects of the homebuying process.
50% of recent homebuyers used one source to procure home-buying services
This is a sharp increase from 29% in 2008
The data shows that as consumers became more confident in the housing market, they also became more intentional about simplifying the buying experience.
Why Consumers Prefer One-Stop Shopping
The survey didn’t just measure usage—it also explored why buyers are drawn to a one-stop model. Homebuyers identified several key benefits that make OSS attractive:
1. Saving Money Through Bundled or Discounted Pricing (81%)
The most cited benefit was cost savings. Buyers appreciate when firms offer discounted pricing or bundled services, allowing them to reduce overall transaction costs without sacrificing quality.
In an era where affordability is top of mind, perceived savings play a powerful role in consumer decision-making.
2. Ability to Compare Rates Across Multiple Providers (75%)
Contrary to the idea that one-stop shopping limits choice, buyers reported that OSS actually made it easier to compare rates and options across different providers.
This suggests that transparency and access—not just convenience—are central to the appeal of integrated service models.
3. A More Efficient and Manageable Homebuying Process (74%)
Buying a home involves dozens of steps and multiple vendors. OSS reduces friction by centralizing communication, streamlining workflows, and minimizing handoffs.
For nearly three-quarters of buyers surveyed, one-stop shopping made the entire process feel more organized and less overwhelming.
What This Means for the Real Estate Industry
The NAR research confirms a long-term trend: homebuyers increasingly value simplicity, coordination, and efficiency.
As markets evolve and consumer expectations rise, buyers are gravitating toward professionals and firms that can deliver a more seamless experience. One-stop shopping isn’t just about convenience—it’s about improving outcomes, reducing stress, and enhancing trust throughout the transaction.
A Shift That’s Here to Stay
The growth in OSS adoption from 2008 to 2015 highlights a meaningful behavioral shift, not a temporary preference. As technology improves and consumers continue to expect faster, more integrated services, demand for one-stop solutions is likely to keep rising.
For real estate professionals, the takeaway is clear: buyers want fewer moving parts, clearer communication, and a more manageable path to closing. NAR’s research shows that one-stop shopping delivers exactly that—and consumers are responding accordingly.