Rocket Companies Inc. Reports Surge in Homebuyer Interest in Climate-Risk Data Post-Disasters

On December 9, 2025, Rocket Companies Inc. announced a significant trend in homebuyer behavior through its subsidiary, Redfin, highlighting how major natural disasters have influenced consumer interest in climate-risk data. The report indicates that while homebuyers become more engaged with climate-risk information following catastrophic events, this heightened awareness tends to fade quickly, illustrating the challenge of sustaining long-term interest in climate resilience.

According to Redfin's analysis, homebuyers on Redfin.com demonstrated a notable increase in clicks to the climate-risk section of property listings shortly after disasters. For instance, during the 90 days leading up to the devastating wildfires in Los Angeles in January 2025, the average click-through rate for climate-risk data in California was 4.2%. Following the onset of the fires, interest spiked to 5.7% the day after the fires began, peaking at 7.8% on January 12. However, by the end of March, engagement levels reverted to pre-crisis rates.

Daryl Fairweather, Redfin's Chief Economist, commented on this phenomenon, stating, “Humans often have short memories when it comes to natural disasters. A major fire or storm can jolt homebuyers into paying attention to climate risk because the event feels fresh and likely to happen again, but this urgency is fleeting.”

In conjunction with the report, a Redfin-commissioned survey conducted by Ipsos in May 2025 revealed that over two-thirds (67.6%) of U.S. residents consider living in areas with low risk of natural disasters to be non-negotiable. Nonetheless, many continue to reside in high-risk areas, often due to personal ties or emotional attachments to specific homes. Interestingly, 2024 marked the first year since 2019 that more individuals moved out of flood-prone regions than relocated into them.

The report also highlighted an uptick in homebuyer engagement in Florida during the 2024 hurricane season. Prior to Hurricane Helene, the average click rate for climate-risk data in Florida was 8%. Following the hurricane's landfall, this figure surged to 9.4%, peaking at 16.3% just days later as Hurricane Milton approached. However, like the California wildfires, engagement levels returned to pre-hurricane averages shortly thereafter.

Nationally, the clickthrough rate for climate-risk data also experienced a rise in response to these disasters, albeit at a less dramatic level. The rate climbed from 3.5% before the Los Angeles wildfires to 3.9% during the event, only to revert to normal levels by late March. The report elucidates that the variations in engagement are largely driven by how directly individuals are affected by these disasters.

Yingqi Xu, Redfin's Senior Economist, remarked on the implications of these findings, stating, “While the increases in the national clickthrough rate are small, they are meaningful. It’s clear that the spike in Florida’s clickthrough rate during hurricane season and the spike in California’s clickthrough rate during the Los Angeles fires drove increases in the national clickthrough rate.”

The data also revealed regional disparities in homebuyer engagement with climate-risk information. Mississippi and Louisiana topped the list with clickthrough rates of 9.6% and 9.2%, respectively, reflecting their high vulnerability to climate-related disasters. Conversely, Washington, D.C. reported the lowest engagement rate at 2.4%. The high rates in states like Louisiana can be attributed to the overwhelming costs of homeowners’ insurance driven by flood and storm risks.

The findings from Rocket Companies Inc. underscore a critical narrative in the evolving landscape of real estate and homeownership. As climate change continues to pose risks, the importance of integrating climate-risk data into home listings is becoming increasingly evident. While the initial surge in interest following disasters is clear, the challenge remains for stakeholders to maintain a sustained focus on climate resilience among homebuyers. As Redfin continues to innovate within the real estate sector, the integration of climate-risk awareness into the home-buying process will be pivotal for future growth and consumer education.