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. The objectives of the study are to measure:
- Membership awareness, attitudes, and support for the Consumer Advertising Campaign
- Awareness of NAR's communications program to the general public promoting the value of homeownership and the REALTOR® profession
- Satisfaction, attitudes, and beliefs regarding NAR membership and the efforts of the association
The most recent study was conducted online among 3,034 members selected at random from NAR membership lists between September 23 and October 8, 2013. 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 a strong support among REALTORS® for the Consumer Advertising Campaign.
Some key findings:
- 95 percent of REALTORS® favored NAR’s advertising efforts and want the current advertising outreach to continue – this is unchanged from 2012.
- 91 percent would like to see more NAR advertising that protects homeownership, promotes real estate investment, and advances the REALTOR® profession.
- 97 percent believe the ads are appropriate for the current real estate market.
- 89 percent believe ads put REALTORS® and NAR in the best light.
- 82 percent believe the current advertising approach will effectively capture the attention and interest of home buyers and sellers.