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Home  >   News Media >   Public Awareness Campaign >   PACHome >   Consumer Research

Public Awareness 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 current position of the public's attitudes, beliefs, and opinions about REALTORS®
  • Changes in the predisposition to use a REALTOR® in the sale or purchase of real estate
  • Awareness of the current year’s advertising campaign
Methodology
Telephone interviews were conducted among 1,500 qualified adults selected at random between September 17 and October 10, 2007.

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
  • No fewer than 70 percent of respondents had purchased or sold real estate in the past 12 months
Summary of Key Findings
The results of this year’s study indicate that the expanded, 11-month media plan introduced in 2007 has significantly increased consumer awareness and improved attitudes regarding the value that REALTORS® bring to the real estate transaction.

The percentage of consumers that would use a REALTOR® to buy or sell a home has increased significantly over the past five years, from 52 percent in 2002 to 71 percent today - an all-time high.

In addition, the percentage consumers who plan to buy or sell a home without professional assistance is at an all-time low of 16 percent, down from 25 percent in 2001.

The consumers surveyed also believe that REALTORS®:
  • Make selling a home easier (70 percent; up from 53 percent in 2002)
  • Make buying a home easier (69 percent; up from 51 percent in 2002)
  • Are a good source for financing resources, home inspections, and other services related to the home buying and selling process (68 percent, up from 59 percent in 2002)
  • Are a good source for preparing a home for sale (66 percent, up from 63 percent in 2002)
  • Bring the latest technology to buying and selling a home (58 percent, up from 37 percent in 2002)



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