When it comes to selling a home in today's market, strategic preparation can make a real difference — and a fresh coat of paint is often the first step.

Most homeowners take on at least one improvement project before listing, and painting is the most common. But as new Zillow research shows, the colors sellers choose can have a significant impact on buyer perception and offer price.

Zillow's latest paint color analysis, which surveyed more than 4,200 recent and prospective homebuyers, reveals which shades can increase buyer interest and drive higher offers. This data-backed guide gives real estate agents a valuable opportunity to start strategic conversations with sellers about preparing their home for the market.

A modest investment in paint — if it's the right color — can pay off big. Here are five takeaways you can use to help your clients earn top dollar.

Courtesy of Sherwin-Williams

1. Olive green kitchens can mean more green at closing

Buyers showed a strong preference for muted olive green kitchens, and they're willing to pay for it — homes with this shade saw offer prices $1,597 higher on average. This color evokes calm and reflects the popular organic modern aesthetic.

Nearly one-third of homeowners paint their homes before selling, but selecting the right color is what turns effort into profit. Use this finding as a starting point to guide clients toward color choices that speak to today's buyer — and help their home stand out.

Examples: Ripe Olive SW 6209, Secret Garden SW 6181, Succulent SW 9650

Courtesy of Sherwin-Williams

2. Navy blue bedrooms make a strong (and soothing) impression

The standout shade in bedrooms was navy blue, which boosted offer prices by an average of $1,815. Buyers responded to this rich, soothing tone that creates a sense of serenity — exactly what they want in a personal retreat.

Agents can leverage this insight to help clients transform a basic bedroom into a standout space that sells. It's an easy, affordable way to add emotional value that resonates with buyers.

Examples: Naval SW 6244, In the Navy SW 9178, After the Storm SW 9685

3. Charcoal gray continues to command attention in living rooms

Dark gray remained the top performer in living rooms, delivering a $2,593 premium. This shade communicates sophistication and helps buyers see the home as move-in ready — a major selling point in a competitive market.

Suggesting charcoal gray in a living area, whether for walls or accent features, is a smart strategy to position a home as polished and current. It's especially effective in open-concept layouts where bold yet neutral tones help define the space.

Examples: Cyberspace SW 7076, Iron Ore SW 7069, Peppercorn SW 7674

Courtesy of Sherwin-Williams

4. Bathrooms go bold with mid-tone brown

In bathrooms, mid-tone brown — a color in line with the 2025 Pantone Color of the Year — inspired the highest offer prices. It's a surprising shift from light and bright tones, proving that bolder, nature-inspired palettes are trending across the board.

Help your clients rethink the bathroom as a space to add warmth and character with a grounded, contemporary color palette. It's a small update that can yield outsized results.

Examples: Java SW 6090, Tavern Taupe SW 7508, Homestead Brown SW 7515

5. The wrong colors can cost real money

While the right hues can bring in thousands more, the wrong ones can hurt a home's perceived value. Zillow found that a daisy yellow kitchen or living room could cost sellers nearly $4,000 in reduced offers. Bright red bedrooms and living spaces also dragged down offer prices by nearly $2,000.

This is where your guidance as an agent is essential. Instead of relying on outdated advice to "keep it light," you can show sellers how specific colors connect with buyers. This research empowers you to recommend options that are not only on trend but also proven to pay off.

Bringing it home: Strategic color choices sell

Zillow's new analysis provides additional color on how to help sellers navigate one of the most cost-effective — and impactful — upgrades they can make before listing. With paint color backed by behavioral science and Sherwin-Williams visuals to support your recommendations, you're equipped to offer expert guidance that leads to smarter decisions and stronger offers.

Use this data as a conversation starter to show clients that the right shades can do more than refresh a room — they can drive real return. In a market where strategy matters, you can help sellers use paint color to their advantage.