Each year the National Association of REALTORS® conducts a tracking study of consumer attitudes and awareness regarding the association and its communications programs. The research objectives are to measure:
- The public’s attitudes, beliefs, and opinions about REALTORS® and homeownership
- Awareness of the current year’s advertising campaign
NAR’s 2014 advertising campaign aimed to convince consumers that the search for real estate begins and ends with REALTOR®. The ads promote home buying and selling, realtor.com®, and the value REALTORS® bring to the real estate transaction, most notably through the “Real People” campaign launched in July 2014.
Telephone interviews were conducted among 1,500 qualified adults selected at random between September 22 and October 12, 2014.
Qualified respondents reflected the campaign’s target audience. Respondents were men or women between the ages of 25-54 who were responsible for decisions regarding real estate transactions for the household, and who had either:
- Bought or sold a home in the past 12 months, or
- Planned to buy or sell a home within the next 12 months
As in past years, data collection controls were established to ensure consistent and reliable data:
- No more than 55 percent of respondents were female.
- A parallel random-digit phone survey was used to identify a representative demographic mix of qualifying households (age and income).
Summary of Key Findings
The 2014 consumer survey results reveal that the Consumer Advertising Campaign is having a strong effect and a positive impact on the public’s perception of and attitudes toward homeownership and the value of owning real estate. NAR’s advertising has also been effective in persuading consumers of the value of using a REALTOR®.
Some key findings:
- 82 percent of consumers surveyed said that NAR’s advertising made them feel more positive about homeownership.
- 80 percent also said NAR’s advertising made them feel more confident about the housing market or buying or selling a home.
- 87 percent of respondents believe now is a good time to buy a home.
- 83 percent said NAR’s ads made them feel better informed – up from 80 percent in 2013 and 69% in 2012.
- 92 percent agreed a REALTOR® is well informed about housing conditions and a good source on how to prepare a home for sale.
- 91 percent of respondents said a REALTOR® can more effectively promote the sale of homes than sellers can on their own.
- 94 percent believe a REALTOR® can help find a house that is right for you.
- 90 percent said REALTORS® make buying a home easier.
- 85 percent said NAR’s advertising encouraged them to find a REALTOR® when ready to buy or sell a home, up from 77 percent in 2013
- 70 percent said the advertising made them want to contact a REALTOR® for additional information, up from 65 percent in 2013.