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We analyzed 2025’s performance compared to 2024, and the results were striking. Not only did we see an increase in installs and rebills, but we also saw a record-breaking increase in subscriptions.
2025 delivered strong growth and strong momentum, positioning us well for what economists forecast will be a more active and stabilized real estate market in 2026. The data points to not only increased activity, but a shift in how and when realtors should prepare for success.
THE DATA
WHAT IT MEANS
Demand is growing, not just holding steady. Increase in both installations (+15.8%) and removals (+17%) signals higher transaction volume overall, indicating a healthier, more active market compared to earlier periods. The near-parallel rise in installs and removals suggests faster job cycles and a quicker turnaround. The 2,900% increase in subscriptions, while from a small base, represents a major behavioral change. Customer behavior is shifting toward long-term relationships. Customers are no longer viewing services as one-off transactions, but as ongoing solutions.
This shift toward higher engagement and long-term relationships suggests that the market is maturing. Customers are becoming more discerning, valuing reliability and continuity over one-off interactions. For businesses, this means that cultivating loyalty and offering consistent, high-quality service will likely pay greater dividends than chasing short-term gains. It also signals a more resilient market overall: as subscriptions and repeat engagements grow, businesses can anticipate steadier revenue streams and reduced sensitivity to seasonal fluctuations or sudden demand shocks.
GENERAL ANALYSIS
In 2026, the market is loosening but not exploding. 2025 delivered positive growth and market momentum, laying a strong foundation for what many economists now predict will be a more active and more balanced real estate market in 2026. According to the National Association of REALTORS®, existing home sales are forecast to increase around 14% in 2026 as mortgage rates ease and inventory begins to recover. One of the clearest signals for the coming year is stabilization in mortgage rates. Rates are expected to settle near or slightly below 6%, providing buyers and sellers with greater predictability. This stability helps push buyer demand that was previously hindered by borrowing cost uncertainty.
The market isn’t expected to “explode” overnight, but instead to move with controlled momentum, much like a thawing market loosens gradually after a freeze. The HAR analysis captures this well: buyers are re-engaging, sellers are becoming more strategic, and transaction activity is beginning to accelerate without overwhelming volatility.
2025 proved that momentum is real. 2026 is shaping up to be the year that momentum turns into sustained growth. With market conditions improving and activity beginning earlier in the year, preparation, not timing, will be the defining factor of success.
Realtors who plan ahead, launch early, and maintain consistent visibility will be best positioned to thrive in a stabilizing market.
What are your thoughts on the market? What else would you like to know? Shoot us your thoughts. We plan on sending out these unique market analysis reports regularly to help our agents better grasp what's been going on and, more importantly, what to expect.
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