Press Release

October 2, 2025

Kaplan Unveils its First-Ever Real Estate Survey of Trends: Insights on Market Shifts, Client Expectations, and AI’s Impact

Kaplan

Fort Lauderdale, FL (October 2, 2025) ⁠— Kaplan Real Estate Education has released its inaugural Real Estate Survey of Trends, which explores the diverse experiences and viewpoints of professionals in the real estate industry, amid a changing industry landscape, shaped by fluctuating market dynamics, shifting client expectations, and the advent of artificial intelligence.* Among the highlights of the survey, which included responses from 750 licensed real estate agents polled between May and June 2025:

Client Growth: Nearly half (48 percent) of real estate professionals surveyed anticipate expanding their client base within the next 6-to-12 months, signaling optimism in a market where interest rates may finally be seeing a steady path downward; 44 percent see their number of clients remaining the same over the same time period; only 8 percent predict fewer clients for themselves.
Competition: The agents Kaplan surveyed were split in their concern about an economic downturn’s potential impact on their livelihood. Nearly one in three (32 percent) are concerned that an increase in new real estate agents, a common occurrence when people lose their jobs in other industries during a recession, would make it even more competitive to secure new clients; 41 percent say they are unconcerned about this happening; the remaining 27 percent are unsure.
Career Longevity: The vast majority of respondents plan to remain real estate agents over the next three to five years—42 percent said definitely, and 35 percent said probably. Still, nearly one-quarter of agents are at risk of leaving the industry. Retirement is a driver for some, but income instability, burnout, and economic uncertainty are top of mind for agents sitting on the fence.
AI: Despite the justified buzz around how artificial intelligence may transform the real estate industry, Kaplan found that almost half (46 percent) are not using AI in a professional capacity, forgoing a tool that could make them faster, more effective, and ultimately more successful. Among the minority of agents who do utilize AI, the most popular usages are for social media content creation, email marketing efforts, and administrative tasks.
Digital Deficit: Helping to explain this slow adoption of AI, 52 percent of agents surveyed agree with the statement, “Traditional brokerages are not doing enough to prepare agents for the technology-driven future of real estate.” Only 15 percent disagree with that statement, with the remaining 33 percent neither agree nor disagree.

Toby Schifsky, vice president, Kaplan Real Estate Education, said:

“The real estate industry is changing faster than ever, fueled by innovation, rising consumer demands, and fluctuating market conditions. Kaplan’s inaugural Real Estate Survey of Trends shows that success today requires more than passing exams—it demands continuous learning, market expertise, and strong client skills. We’re committed to giving agents the tools and training to leverage AI, generate leads, and thrive, helping them turn industry change into opportunity and sustainable career growth."

Reporters can contact Russell Schaffer at russell.schaffer@kaplan.com for more information and also download the full report.

*This study represents the findings of a quantitative survey conducted by Kaplan Real Estate Education between May 23, 2025, and June 10, 2025. A sample of 750 licensed real estate agents was interviewed online.

About Kaplan

Kaplan, Inc. is a global education company that helps individuals and institutions advance their goals in an ever-changing world. Our broad portfolio of solutions help students and professionals further their education and careers, universities and educational institutions attract and support students, and businesses maximize employee recruitment, retainment, and development. Stanley Kaplan founded our company in 1938 with a mission to expand educational opportunities for students of all backgrounds. Today, our thousands of employees working in 27 countries/regions continue Stanley’s mission as they serve about 1.3 million students and professionals, 16,000 corporate clients, and 2,700 schools, school districts, colleges, and universities worldwide. Kaplan is a subsidiary of the Graham Holdings Company (NYSE: GHC). Learn more at kaplan.com.

Press Contact

Russell Schaffer
russell.schaffer@kaplan.com
X: @KaplanEdNews

Press Release Archive

Press Release

Kaplan Earns 2026 Military Friendly® Employer and Military Spouse Friendly® Employer Designations

by Kaplan

Kaplan Unveils its First-Ever Real Estate Survey of Trends: Insights on Market Shifts, Client Expectations, and AI’s Impact

About Kaplan

Press Contact

Press Release Archive

Kaplan Earns 2026 Military Friendly® Employer and Military Spouse Friendly® Employer Designations

Kaplan Recognized as a 2025 Inc. Power Partner Award Winner in Recognition of Being a Leading B2B Company

Kaplan Survey: Colleges Increasingly Clarify Rules on GenAI Use in Admissions Essays, But Majority Still Keep Applicants Guessing

Hampden-Sydney College Partners with Kaplan to Offer All of its Students and Alumni Free Comprehensive Prep for Graduate-Level Admissions Exams

Kaplan Named to the 2025 America’s Top 100 Most Loved Workplaces® List

Kaplan’s All Access License® Named as a Winner in Tech & Learning’s 2025 Awards of Excellence for Back to School

Kaplan Survey: Another Fierce Law School Admissions Cycle Looms Large, Driven by Politics

Kaplan Unveils its First-Ever Real Estate Survey of Trends: Insights on Market Shifts, Client Expectations, and AI’s Impact

The College for Financial Planning®—a Kaplan Company Launches AI-Driven Wealth Management Professional Assistant for Financial Advisors

Kaplan Survey: 70 Percent of Admissions Officers Believe College Rankings Have Lost Some Prestige

Dillard University Partners with Kaplan to Offer Its Students Free Test Prep Courses

Denison University Expands Partnership with Kaplan to Offer All of its Students and Alumni Free Comprehensive Prep for Graduate-Level Admissions Exams

HEOPPO Partners with Kaplan to Offer Free Test Prep at NYC Campuses

Kaplan Wins “Test Prep Innovation of the Year” Designation in EdTech Breakthrough Awards Program for its Groundbreaking Partnership with the State of Illinois

Kaplan Named to Newsweek’s List of the 2025 Global Most Loved Workplaces®

Kaplan Wins the Association for Talent Development’s Prestigious 2025 BEST Award for Commitment to Workplace Talent Development Practices

Kaplan Survey: Political Climate and 2024 Election Results Are Driving Law School Applicant Surge

Sun Sentinel Names Kaplan a Winner of the South Florida Top Workplaces 2025 Award, Marking its Fifth Consecutive Annual Recognition

Kaplan Survey: Law School Admissions Officers Increasingly Say the Rankings Have Lost Prestige

Kaplan Survey: Pre-Law Students Want Clarity from Law Schools on Using GenAI in Admissions Essays…Clarity That’s Currently Lacking

Kaplan Earns 2025 Great Place To Work Certification™

Illinois Student Assistance Commission and Kaplan Announce Free Test Prep Courses

The College for Financial Planning®—a Kaplan Company to Provide Scholarships to Volunteers with the Volunteer Income Tax Assistance Program in Puerto Rico

The College for Financial Planning®—a Kaplan Company and iShares® by BlackRock Launch ETFs and Portfolio Construction Certificate Program for Financial Advisors

Kaplan’s 2024 $20K Tuition Sweepstakes Winner is University of California, Berkeley Pre-Med Student Ella Mayor

Kaplan Named as a Double Winner in the American Consortium for Equity in Education’s 2024 Excellence in Equity – Industry Impact Awards

The College for Financial Planning®—a Kaplan Company Joins the CFA Institute University Affiliation Program

Kaplan Schweser Releases 2024 CFA® Program Survey: Charterholders and Candidates Say Artificial Intelligence is Having Big Impact on Careers and Express Overall Job Satisfaction

Kaplan Releases Findings from Annual Medical School Admissions Officers Survey, Revealing Key Insights on Application Trends

Kaplan Named to Inc.’s 2024 Best in Business List for Groundbreaking Career Pathing Initiative

Association for Program Administrators of CSTEP and STEP, Inc., Now Providing All Students at its Member Institutions with Free Kaplan Test Prep Courses for Graduate School Admissions Exams

Kaplan Named to Newsweek’s America's Top Online Learning Schools 2025 List

Albion College Becomes First School to Offer All Students, Faculty, Staff, and Alumni Free Skills Development Courses and Test Prep for Graduate-Level Admissions Exams Through Partnership with Kaplan

Kaplan Earns 2025 Military Friendly® Employer Designation

Syracuse University College of Law Partners with Kaplan to Provide All Students with Free Prep Courses for the Bar Exam

Inc. Names Kaplan as a 2024 Power Partner Award Winner in Recognition of Being a Leading B2B Company

Kaplan Survey: Law Schools Lag on Official Policies on How Applicants Can Use AI in Admissions Essays, Potentially Leaving Them in Limbo

Kaplan Named to Newsweek’s Most Loved Workplaces® in America 2024 List

Kaplan Survey: 75 Percent of Admissions Officers Believe College Rankings Have Lost Their Luster

The College for Financial Planning®—a Kaplan Company Launches Accredited Investment Fiduciary® Training for Financial Professionals Pursuing the AIF® Designation

Kaplan Survey: Most Buyer’s Agents Don’t Think New Commission Rules are a Good Thing, But are Ready to Face the Challenge

Manhattan Prep/Kaplan Survey: Most MBA Applicants Consider Their Social Media Posts “Fair Game” in the Admissions Process

Kaplan Comments on Major Changes to the ACT® Exam, Set to Launch in 2025

Kaplan’s All Access License Wins “Test Prep Innovation Of The Year” For Second Consecutive Year in the 6th Annual EdTech Breakthrough Awards Program

The City University of New York School of Law Expands Partnership with Kaplan to Provide All Students with Free Prep Courses for the Bar Exam

Sun Sentinel Names Kaplan a Winner of the South Florida Top Workplaces 2024 Award, Marking its Fourth Consecutive Annual Recognition

Kaplan Certified as a Most Loved Workplace® for Fourth Consecutive Year, a Recognition of Employees’ On-The-Job Happiness and Career Satisfaction

Fast Company Names Kaplan’s All Access License as a Winner in its 2024 World Changing Ideas Awards

Manhattan Prep/Kaplan Survey: Most Future Business School Applicants Wary about Unrestricted Use of AI in Admissions Essays

University of Detroit Mercy Partners with Kaplan to Offer Students Free Comprehensive Test Prep for Graduate-Level Admissions and Licensing Exams

The College for Financial Planning®—a Kaplan Company Launches Financial Paraplanner Qualified ProfessionalSM Designation Program in Spanish to Better Serve Hispanic Investors

Manhattan Prep/Kaplan Survey: Aspiring Business School Students Say the Rankings Have Lost Some Prestige, But Still Depend on Them

Kaplan Surveys: Law Schools Believe the Rankings Have Lost Their Luster, but Pre-Law Students Still Find Them Useful

Barron’s Partners with Brainfuse to Offer Students Premium Content to Succeed Academically and Prepare for College Admissions Exams

Kaplan Launches Buyer Agency Professional Designation to Help Real Estate Agents Navigate Looming Major Changes to the Industry’s Business Model

Poznan University of Medical Sciences Expands Partnership with Kaplan to Offer Students Additional Prep for Medical and Dental Licensing Exams

Available for Media Interviews: The New Digital SAT® Launches March 9. Kaplan Experts Can Provide Answers to Top Questions.

Yale University Joins Dartmouth, MIT, and Georgetown in Requiring Applicants to Submit Standardized Test Scores; Kaplan Survey Suggests Other Schools Will Join Them

Kaplan Earns 2024 Great Place To Work Certification™

Kaplan’s All Access License Named to Tech & Learning’s Best for 2023 List, Citing Its Ability to Expand Opportunities

The College for Financial Planning®—a Kaplan Company Releases 2024 Survey of Financial Planning Professionals

Kaplan’s $20K Tuition Sweepstakes Winner is Georgia Tech Student Emily Conn, a Future Doctor of America

Kaplan Survey: College Admissions Officers Think It’s OK to Visit Applicants’ Social Media, But Most Don’t

Kaplan Survey: Law Schools Concerned about Class Diversity, Amid Affirmative Action Ban Fallout

Kaplan Survey: Most Colleges and Universities Take Laissez Faire Approach Towards Use of GenAI in Admissions

Kaplan Survey: A Majority of Pre-Law Students Say It’s Important to Attend Law School With Students Having the Same Political Views

Kaplan’s AccelPro Platform Expands Peer-to-Peer Coaching and Career Development to New Audiences

Alabama A&M University Partners with Kaplan to Offer Students Free Comprehensive Test Prep for Graduate-Level Admissions Exams and Professional Certifications

Kaplan Named to Fast Company’s 2023 “Brands That Matter” List

Kaplan Survey: Most Pre-Law Students Don’t Think Law School Applicants Should Be Allowed to Use GenAI in Admissions Essays

Sri Manakula Vinayagar Medical College Announces Partnership with Kaplan to Enhance Clinical Readiness and Education Outcomes for Aspiring Doctors

Rutgers Law School Partners with Kaplan to Provide All Students with Free Prep Courses for the Bar Exam

Kaplan’s Graduate School Tuition Sweepstakes to Give One Lucky Student $20K

Kaplan Named to Newsweek’s List of the Top 100 Global Most Loved Workplace for 2023

Kaplan’s All Access License for Colleges and Universities Wins “Test Prep Innovation Of The Year” in the 5th Annual EdTech Breakthrough Awards Program

Spelman College Partners with Kaplan to Offer Students Free Comprehensive Prep for Graduate-Level Admissions Exams