The conversation used to happen after the offer was accepted. Increasingly, it is happening at the showing.
“What will insurance cost on this place?” “Does a roof this old even qualify?” “We’re in a flood zone. What does that mean for our mortgage?” “Why is the deductible so high on a house at this price?”
These questions are coming earlier in the buying process, and for good reason. Homeowners insurance has become more expensive, harder to qualify for, and more variable by property than most buyers expect. In some markets, insurance costs are affecting affordability calculations more meaningfully than rate changes. Buyers who discover insurability problems after going under contract are losing earnest money, blowing up timelines, and sometimes walking away entirely.
Real estate professionals who can navigate these conversations intelligently, connecting buyers with the right resources at the right moment, create a smoother transaction and a stronger client relationship. Those who handle them carelessly create liability.
What Buyers Are Actually Worried About
The questions brokers are hearing in 2026 reflect a market where insurance is no longer a formality. Buyers want to know whether a property’s roof age will trigger a denial or a dramatically higher premium before they invest in inspections and appraisals. They want to understand flood zone designations and whether National Flood Insurance Program coverage is required by their lender. They are asking about deductible structures in wind-prone areas, insurance-to-value requirements, and whether a prior claims history on a property will affect their ability to get coverage.
According to a 2026 survey from Bankrate, more than one in three homebuyers say insurance costs played a role in which home they ultimately purchased. This figure reflects how dramatically the homeowners insurance market has shifted over the past three to four years. Buyers who do not get insurance guidance until post-contract are increasingly finding surprises they did not budget for.

Where the Value Is and Where the Liability Is
The real estate professional who helps a buyer connect with a knowledgeable insurance advisor early in the search process creates measurable value: fewer failed transactions, fewer last-minute surprises, and buyers who feel genuinely supported through a complex process. That is a competitive differentiator that referrals notice.
The liability enters when agents cross from connecting buyers to insurance professionals into offering insurance assessments themselves. A broker who tells a buyer “this home should be easy to insure” or estimates monthly premium costs is making a professional representation outside the scope of their real estate license. If that representation is wrong and the buyer encounters an unexpected denial, a surcharge, or a cost that affects their ability to close, the E&O exposure is real.
The right approach is a specific one: refer early, refer specifically, and document the referral. Telling a buyer, “You should speak with a licensed insurance professional before we get too far into this search,” is a responsible approach. It positions the broker as a knowledgeable advocate who recognizes that insurance has become an important part of transaction due diligence rather than something addressed after the fact.
Building the Right Referral Relationship
The most effective brokers in markets with complex insurance environments have cultivated relationships with independent insurance advisors who understand residential property risk and can give buyers a preliminary read quickly. Tooher-Ferraris works with real estate professionals to support their buyers with straightforward, no-pressure home insurance conversations early in the process. The goal is to help transactions close without surprises, not to become a speed bump. Visit our specialty programs page to learn more about how we work with real estate professionals.
Ready to build an insurance referral relationship that adds value to your transactions? The team at Tooher-Ferraris has been helping families and professionals navigate homeowners insurance since 1932. Contact us today to learn how we work with real estate professionals.





