Homebuyers Are More Likely to Click on Climate-Risk Data After Major Disasters—But the Urgency Is Fleeting
Rocket Companies, Inc. Class A (RKT)
Company Research
Source: Business Wire
The share of Redfin users clicking into the climate-risk section of home listings nearly doubled after the 2025 Los Angeles wildfires started burning. The same effect took hold in Florida during hurricane season. In both instances, the bump in user engagement was short-lived. SEATTLE--(BUSINESS WIRE)--House hunters on Redfin.com are more likely to click into the climate-risk section of home listings when major natural disasters hit, but it doesn’t take long for this effect to fade, according to a new report from Redfin, the real estate brokerage powered by Rocket.In the 90 days leading up to the 2025 Los Angeles wildfires, Redfin users clicked into the climate-risk section of California home listings 4.2% of the time, on average. On January 8—the day after the fires began—that percentage jumped to 5.7%, and on January 12, it peaked at 7.8%. The clickthrough rate fell back to its pre-fire average at the end of March and has hovered around that level since.“Humans often have short me
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