I have seriously considered this question over the last six months.

My conclusion just came to me over the last few weeks when I realized my kids, who will be 17 in a couple of months, could be looking to buy their first home in the next five to 10 years.

You see, my kids are at the tail end of Gen Z (1996-2012), which pretty much means they were born with a smart device in their hands. They are digital natives, raised in a world where the internet, smartphones, and social platforms weren’t just innovations, they were infrastructure.

And thanks to the post-pandemic digital acceleration, Gen Z has adopted social media and e-commerce platforms faster than any other demographic.

My wife and I? 

Well, we are digital immigrants. 

I didn’t get my first iPhone until the 3GS came out. My 8010 Blackberry World edition took a tumble at the Grey Cup game in 2009 at McMahon Stadium, and within a couple of days, I was an Apple Fanboy.

Before the Blackberry it was a regular old flip phone that I could play Tetris on–yes, one game.

The horror…

Gen Z: A different kind of consumer

This group of digital natives are a different type of consumer. They have no problem doing their own research before buying, primarily online (with the help of mom and dad’s credit card, of course).

Unlike Gen Xers, Gen Z places deep trust in the digital world, and for good reason.

A 2024 study of 250 Gen Z consumers published by the International Journal of Accounting Finance in Asia Pacific found that security, pricing and discounts, and environmental sustainability were the only factors that significantly influenced their trust in online shopping. 

While convenience, ease of comparison, and product variety had no meaningful impact.

Instead, the research indicates that Gen Z’s trust is rooted in a platform’s security, transparency, and ethical practices.

When my son wanted to order from Shein, we made him do a research presentation to prove it was safe. But the truth? 

He was already convinced, as his friends were buying there, showing off the swag at school and on social media.

I mean, let’s be honest, it was us who needed convincing.

Platforms over people

Gen Z doesn’t go to the mall to find clothes; they go there to try them on. 

They go to Instagram and TikTok (search the hashtag #tiktokmademebuyit–6.8 billion searches) to find what they are looking for. 

They don’t browse car lots. They design Teslas from their phones.

It seems that in nearly every category, they are rejecting in-person sales models in favour of digital platforms that offer speed, control, and transparency.

The old idea that a salesperson earns trust through a handshake and a smile? 

Could be close to being dead. 

With this generation, trust now comes from UX, verified reviews, and seamless backend security.

Gen Z trusts systems, not salespeople.

So what does that mean for real estate?

Traditionally, real estate agents have been the trusted guides through a complex and often overwhelming process. 

We interpret market data. We advise on pricing and marketing. We are confidants, consultants, and crisis managers.

We have never valued ourselves as door openers and chauffeurs, but individuals dedicated to helping people achieve the ultimate dream of home ownership. We have been the shoulder to cry on, the punching bag, the attack dog, and everything in between.

So when I say Gen Z may bypass real estate agents, people push back.

“Who’s going to point out the poly-b plumbing?” “Who’s going to catch a flood zone issue?” “Who’s going to explain furnaces and radon levels?” “Who’s going to negotiate under or over asking?”

Fair questions.

Let’s look at the tech

Let’s look at where technology is today and what Gen Z and the rest of us have access to through various AI platforms.

AI can already:

• Perform CMAs and neighborhood analysis
• Analyze and assist with contracts
• Identify issues like poly-b plumbing, complete with case law and repair options
• Guide buyers through mortgage pre-approval via chatbots
• Analyze photos of furnaces and hot water tanks to determine brand, age, and reliability

OK, so AI cannot open the door, but the listing agent can.

AI cannot regulate the emotional responses of the buyers, but remember what I mentioned earlier: this is a different kind of buyer, driven more by data and logic than emotion.

A future Gen Z transaction

Here’s how I see it playing out:

1. Buyer starts the process with ChatGPT.
2. AI outlines steps to get pre-approved.
3. Buyer connects to a lender via AI, starts pre-approval with a chatbot, and finishes with a human broker.
4. Neighborhood research begins guided by social proof and AI suggestions.
5. Buyer calculates price range.
6. AI recommends search portals. Buyer begins home search.
7. AI runs market analyses on shortlisted homes.
8. Buyer narrows it down to four and books showings directly with listing agents.
9. They find the one, decide to represent themselves, and prepare an offer with ChatGPT’s help.
10. Their numbers are based on logic, data, and market value.

The outcome? It depends on the strength of the offer and whether the listing agent is a deal-maker or a deal-breaker.

Of course, this is a prediction. I could be wrong. But the buyer agent’s role is already shifting.

What might survive

I do see some roles of the buyer’s agent retaining immense value:

• Hyper-local expertise
• Complex negotiations
• Emotional decision support

But agents who don’t evolve into digital-native advisors will become obsolete. To stay relevant, buyer’s agents must:

• Integrate AI and platform tools
• Build trust through transparency, not persuasion
• Shift from “gatekeeper” to “strategic consultant”

Gary Vee said it best

And that brings us to something Gary Vee has said that lands squarely in this conversation: 

“AI tools will be the commodity. You knowing how to use the racket, the screwdriver, the wrench, the car, that is going to be the game.”

In other words, the technology itself won’t be the differentiator–how you use it will be. 

Gen Z won’t be impressed by that you’re using AI. 

They’ll expect it. 

They’ll measure you by how seamlessly AI enhances their experience. 

Agents who treat AI like a shiny feature will be replaced by those who wield it like a weapon.

The signs are everywhere. Gen Z doesn’t just use digital tools–they live through them. 

If you think they’ll suddenly revert to trusting a stranger in a suit because “that’s how it’s always been done,” you’re underestimating the largest cultural shift in trust we’ve seen in decades.

Real estate agents have five to 10 years to adapt—or be left behind.

If you think Gen Z will need a real estate agent, you’re thinking like a Boomer in a Gen Z market.

Kelley Skar

I am a second generation REALTOR®, SUCCESS Certified real estate coach, a real estate trainer with a proven track record as well as an international speaker (which means I’ve spoken all over Canada and the US).
I knew early on in life that I was going to be an educator; I started with University thinking I was going to be a high school teacher. Life took me in another direction. However, my passion for learning and educating has never left. I am a student of history, business and of life. My passion lies in high-level discussions around business strategies and helping agents & brokers build a bigger, better, and highly profitable real estate business.
I have been married to my beautiful wife for over 16 years, and we have smart, athletic and articulate 14-year-old twins. We enjoy hiking through the Okanagan together, spending time at the beach and on the lake as well as traveling the continent and hopefully at some point, the globe. I love to play golf, work out in the gym, hang out with my friends, and am a huge Green Bay Packers football fan.