Consumer Research

Consumer Advertising Campaign: Consumer Research

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 2012 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 12-25, 2012.

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:

Purchased a home in the past 12 months, or
Were thinking about buying 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 2012 consumer survey results reveal that NAR's national advertising efforts are 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 – even more so than in 2011. Some key findings:

97 percent of consumers surveyed believe homeownership is good for families.
96 percent believe homeownership build stronger communities.
96 percent agreed that homeownership is part of the American Dream.
96 percent agreed that homeownership is part of the American Dream.
82 percent of consumers surveyed said that NAR’s advertising made them feel more positive about homeownership – up significantly from 70 percent in 2011.
88 percent of respondents believe that NAR and REALTORS� are working to ensure Americans have access to homeownership – up from 85 percent in 2011.
87 percent agreed that NAR is working to ensure homeownership is attainable for current and future generations – up from 81 percent in 2011.
76 percent believe NAR and REALTORS� are the voice in Washington for homeowners.
62 percent worry that their children, grandchildren, or other family members will not be able to buy a home in the future – up significantly from 47 percent in 2011.