Consumer Research Findings
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
The objectives of the 2011 campaign were to drive awareness of and support for NAR's efforts to promote homeownership and the REALTOR® profession.
Methodology
Telephone interviews were conducted among 1,500 qualified adults selected at random between September 6-23, 2011.
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 real estate (residential or commercial) in the past 12 months, or
- Planned to buy or sell real estate (residential or commercial) 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 2011 consumer survey results reveal that the Public Advocacy 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.
Some key findings:
- 97 percent of consumers surveyed believe homeownership is good for families, helps build stronger communities, and supports the economy.
- 97 percent of respondents agreed that homeownership is part of the American Dream.
- Seven out of 10 respondents said that NAR's advertising made them feel more positive about homeownership.
- 85% believe NAR works to ensure Americans have access to home ownership.
- 81% believe NAR is working to ensure home ownership is attainable for current and future generations.
- Three-fourths of consumers surveyed said they would respond if NAR asked them to take action in support of a housing issue.
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