Member Research Findings
Each year the National Association of REALTORS® conducts a tracking study of member attitudes and awareness regarding the association and its communications programs. This year, the objectives of the study are to measure:
- Awareness and support of the 2014 Consumer Advertising Campaign that promotes home buying/selling, realtor.com®, and the REALTOR® profession
- Satisfaction with NAR membership
- Satisfaction with communications from NAR to its members
The most recent study was conducted online among 2,358 members selected at random from NAR membership lists between September 29 and October 12, 2014. The sample was weighted to reflect the proportion of the total membership regarding gender, specialization and classification – in other words, brokers and sales agents, commercial and residential agents, and men and women were represented in proportion to their actual presence in the association.
Summary of Key Findings
The member survey results demonstrate continued strong support among REALTORS® for the Consumer Advertising Campaign.
Some key findings:
- 96 percent of REALTORS® favored NAR’s advertising efforts and want the current advertising outreach to continue.
- 91 percent would like to see more NAR advertising that protects homeownership, promotes real estate investment, and advances the REALTOR® profession, a number unchanged from 2013.
- 99 percent believe the ads are appropriate for the current real estate market.
- 95 percent believe ads put REALTORS® and NAR in the best light, an all-time high and up 6 percent from 2013.
- 92 percent believe the current advertising approach will effectively capture the attention and interest of home buyers and sellers, up from 82 percent in 2013 and representing an all-time high percentage.