Each year the National Association of REALTORS® produces their Home Buyer and Home Seller Profiles. This year we take a look at those national profiles to see how they align with our buyers and seller here in Johnston County going forward in 2025.
With the understanding that all real estate markets, like Johnston County, are always shifting, let’s take a look how these latest trends will help buyers and sellers make informed decisions in 2025.
The 2024 NAR Profile of Home Buyers and Sellers provides key insights into buyer behavior, financing, and home preferences. Here’s how these trends impact Johnston County real estate and what they mean for you as either a buyer or a seller.
Sellers Are Getting 100% of Their Asking Price
Nationally, sellers are receiving an average of 100% of their asking price, marking a 22-year high.
➡️ What This Means for Johnston County:
Demand remains strong for well-priced homes in excellent condition, particularly in desirable locations like Clayton, Archer Lodge, Middlesex, Wendell, Selma, Smithfield and Zebulon . Strategic pricing and professional marketing are key to maximizing your home’s value.
🔹 Seller Tip: A competitive market means you don’t have to underprice to attract offers, but overpricing can still backfire. Work with a local real estate professional to ensure you’re priced right.
More Buyers Are Paying All Cash (26%)
More than one in four national buyers paid all cash for their home purchase, an all-time high.
➡️ How This Affects Johnston County Buyers:
All-cash offers eliminate financing contingencies, making them more attractive when multiple-offer situations occur. Johnston County continues to see a mix of relocation buyers, retirees and a few investors leveraging cash deals.
🔹 Buyer Strategy: If you’re financing, get pre-approved with a strong lender and consider offering fewer contingencies or a higher earnest money deposit to compete with cash buyers.
First-Time Buyers Are Older & Fewer (24%)
The share of first-time home buyers dropped to a historic low of 24%, with the median first-time buyer age rising to 38 years.
➡️ Johnston County’s First-Time Buyer Market:
Our team has anecdotally seen an even older trend in Johnston County, with many first-time buyers purchasing in their 40s or 50s. Interest rates in the 7% range, and high home prices along with student loan debt delaying purchases.
🔹 Buyer Insight: If you’re a first-time buyer, don’t assume homeownership is out of reach. Programs like down payment assistance and builder incentives can make buying more affordable.
Multigenerational Living Is Increasing (17%)
Multigenerational homes—including parents, adult children, or grandparents living together—now make up 17% of purchases, a record high.
➡️ Why It Matters in Johnston County:
Baby chasers (grandparents) make up a growing segment of buyers here in Johnston County. Homes with in-law suites, bonus rooms, lofts, and extra bedrooms are in high demand. Buyers are prioritizing space, privacy, and flexibility for multi-generational living.
🔹 Seller/Builder Strategy: If a floor plan offers a second primary suite, a bonus room or an in-law suite, highlight these features when listing your home.
FSBO Sales Remain Low (6%)
Only 6% of sellers sold their home without an agent (FSBO), while 90% of home sellers used a real estate professional.
➡️ What This Means for Johnston County Sellers:
Selling a home is more complex than ever, requiring skilled pricing strategy, expert marketing, negotiation, and contract navigation. Most FSBO sellers end up listing with an agent after struggling with pricing, staging, and negotiations.
🔹 Seller Advantage: Homes marketed by agents typically sell faster and for more money than those sold by owners.
New Construction Dominates (66% of Johnston County Inventory)
New home sales have reached their highest level in 17 years nationally, but in Johnston County, they make up a more of the total home sales.
➡️ Why New Homes Are Winning in Johnston County:
Builders—including RiverWILD Homes in Clayton, Middlesex, Wendell, Zebulon, and Smithfield—are offering aggressive incentives like rate buy-downs, FREE appliances, and closing cost assistance to attract buyers.
🔹 Buyer Tip: Don’t go directly to the builder! A real estate agent will help you negotiate even better terms while ensuring you’re protected in the contract process.
Down Payments Are at a 20-Year High (18%)
The median down payment for buyers has risen to 18%, with first-time buyers putting down 9% and repeat buyers 23%.
➡️ Johnston County’s Market Reality:
With increased competition, buyers are saving more for larger down payments. Cash reserves make your offer stronger, especially in multiple-offer scenarios.
🔹 Buyer Tip: Explore down payment assistance programs and builder incentives that include lower due diligence fees of $1000 to lower your upfront costs.
Additional Market Insights for Johnston County
National Buyer Demographics: More Single Female Buyers
- 62% of buyers were married couples
- 20% were single females
- 8% were single males
- 6% were unmarried couples
➡️ Johnston County Observation:
We’ve noticed more single female buyers purchasing Johnston County homes compared to single males. This aligns with national trends but appears to be even more pronounced in our area.
🔹 Advice for Single Buyers: You don’t have to go it alone! A strong real estate team will help you find the right financing and negotiate the best deal.
How Buyers Are Searching for Homes
- Most buyers started their home search online
- 21% first contacted a real estate agent prior to searching for a home
➡️ What This Means for Johnston County Real Estate
With nearly half of all buyers starting their home search online, it’s critical that sellers have strong digital marketing, high-quality photos, video tours and their listing agent is leveraging social media marketing to attract buyers.
🔹 Seller Insight: Partnering with a tech-savvy real estate team ensures your home is marketed where buyers are looking—online and on social media.
The Power of Real Estate Agents
- 88% of buyers used a real estate agent
- 90% of sellers used a real estate agent
➡️ Why This Matters in Johnston County:
The vast majority of buyers and sellers rely on an agent’s expertise to navigate the home buying and selling process. With new construction dominating the Johnston County market, buyers especially need guidance to ensure they have the best possible representation and they’re getting the best deal.
Key Takeaways for Johnston County Buyers & Sellers
✅ Builders/Sellers are getting top dollar—but pricing, incentives and marketing still matter.
✅ Cash buyers are increasing—making competition tough for financed buyers.
✅ First-time buyers are older and facing challenges—but there are great opportunities with the right strategy.
✅ New construction dominates the market—and builders are offering huge incentives to attract buyers.
✅ More buyers are searching online first—so effective advertising and high-quality marketing are both key.
✅ The majority of transactions involve a real estate agent—professional guidance helps buyers win and sellers maximize profits.
📞 Thinking about buying or selling in Johnston County? Let’s connect today!
🏡 Visit RiverWILDRealEstate.com or contact any member of our team for expert guidance on your next move.