REALTORŽ Research

Consumer Advertising Campaign: REALTORŽ Research

REALTORŽ Member Research Findings

Each year the National Association of REALTORSŽ 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 REALTORŽ profession
Satisfaction, attitudes, and beliefs regarding NAR membership and the efforts of the association

Methodology
The most recent study was conducted online among 2,058 members selected at random from NAR membership lists between September 12-25, 2012. 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

NAR's national advertising effort is one of the most popular programs among NAR members. In 2012, 95 percent of REALTORSŽ favored the advertising program; the same percentage believe the ads are appropriate for the current political climate.

Some other findings from the survey of REALTORSŽ :

94 percent of NAR members like that the advertising is standing up for the rights of Americans to own property and advocating the benefits of homeownership.
93 percent like that the campaign is helping fight back political and regulatory threats to the real estate industry.
91 percent would like to see more NAR advertising that protects homeownership, promotes real estate investment, and advances the REALTORŽ profession.
88 percent believe ads put REALTORSŽ and the NAR in the best light.
81 percent believe the current advertising approach will effectively capture the attention and interest of home buyers – up from 76 percent in 2011.