Pet Owners Are on the Rise—Be Their Agent of Choice

As more people consider their four-legged (or feathered, or scaled) friends family members rather than just pets, the real estate market is adjusting accordingly. Homes today aren’t just being purchased based on school districts, commute times, and resale value. Buyers are also paying attention to a different checklist: Can the backyard provide an optimal play area for Fido? Is there space for Ruby’s litterbox? Does the HOA allow chicken coops?

According to a NAR article, there are more households with pets than children in the U.S. About 20 percent of recent buyers said they considered their pets’ needs when choosing a neighborhood in which to purchase a home. And this percentage is larger when looking at single women buyers and unmarried couples. It’s clear, pets are a major player when it comes to real estate transactions. 

For agents, the emphasis on pet care for buyers should not go overlooked. There are things you can do to help you gain client trust and get a win-win for everyone involved, including man’s best friends. First, let’s look at why having a pet-centric approach to your business is important right now. 

The Shift from Children to Pets

Year over year, the number of families with children under the age of eighteen in their home has declined. This carries over to home buyers as well. In 2024, 27 percent of home buyers reported having a child under eighteen in their home, as opposed to 58 percent in 1985. This is reportedly due to declining birth rates and children of baby boomers having left their parents’ home for their own. 

On the opposite end, pet ownership has gone up significantly among home buyers. According to the American Pet Products Associations’s 2025 State of the Industry Report, 71 percent of households (94 million) include a pet, up from 56 percent in 1988. Millennials and Gen Z-ers make up the largest portion of pet ownership and the largest group of first-time home buyers, making it clear where pet ownership has begun to affect home buying. 

Build a Pet-Centric Buyer Business

Taking all of these statistics into consideration, agents can begin to build a business that benefits pet owners and makes them the agent of choice among households with pets (aka, the majority). Here are some ways you can support pets and their parents and make them clients for life. 

Needs Analysis and Consultation

Along with the usual questions you have for your buyers during their consultation, add in a few for pet ownership. Consider wants and needs for the type of pet and any pain points your buyer might have in their current living situation. Do they want more space outdoors/indoors? Do they need fencing? Is the breed or species of their pet an issue for any HOAs? Getting these answers will ensure you have the right information to build the best showing plan. It will also show your potential client that you care about their animal almost as much as they do. 

*Pro tip: Ask for specific information surrounding pet birthdays or adoption days so you can add it to your database. Then, send out cards or text messages (in a TCPA-compliant way) as part of your touch program. 

And before you bring your clients to a showing, make sure you know all the ins and outs of the property when it comes to pet ownership. Aside from square footage, does the home or neighborhood have any deal-breakers for those with animals? Knowing this beforehand will save you and your client potential grief and time.  

Marketing and Value Proposition

If you want to be the go-to agent for pet owners, there are a few different things you can do to market yourself as such, deliver on your promises, and earn repeats and referrals. First, educate yourself on all of the things pet owners need to know when purchasing a home. Sometimes, they may not think of the things you do when it comes to a transaction. Stay up to date on your city’s pet limits and ordinances, insurance restrictions, and certain HOA and condo rules when necessary. That way when questions or objections come up, you will have all the answers. 

Then, with your knowledge in hand, make a large portion of your content on social media pet-focused. Brand yourself as the real estate pet expert and solidify your position by creating content specifically for pet owners. Things like “top neighborhoods for dog lovers” or “how to budget for an outdoor cat castle” will draw the right type of attention. When prospecting and marketing, think about advertising at local animal shelters or going to any pet-centric events in your area. Even think about sponsoring adoptions or your local holiday pet parade to get more exposure. 

Vendors

As any pet owner knows, caring for an animal is a full-time gig. And when buying a home, chances are there are things you’ll have to do to make it perfect for your pet. Agents can help out by curating a list of vendors that may come in handy over the years. Think fence builders, carpet removers, dog walkers, pet sitters, house cleaners, trainers, and more. The more your client can depend on you for different resources when it comes to their home, the more they will think of you when it’s time to buy, sell, or refer. 

Finally, remember to add small touches here and there that show you care about your client and what’s important to them. Bring treats to the closings. Check in on milestones or heartbreaks. Going above and beyond never hurt anyone’s business, especially when it comes to pets.