REALTORŪ Member Research Findings
Each year the National Association of REALTORSŪ 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 Public Advocacy Campaign
- Awareness of NAR's communications program to the general public promoting the value of homeownership and the REALTORŪ profession
- Satisfaction, attitudes, and beliefs regarding NAR membership and the efforts of the association
Methodology
The most recent study was conducted online among 2,000 members selected at random from NAR membership lists between September 6-23, 2011. 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 Public Advocacy Campaign is one of the most popular programs among NAR members. In 2011, 94 percent of REALTORSŪ favored the advertising program, and 94% also believe the ads are appropriate for the current political climate.
Some other findings from the survey of REALTORSŪ :
- 92% of NAR members like that the new Public Advocacy Campaign is helping to fight back political and regulatory threats to the real estate profession.
- 87% believe the current ads put REALTORSŪ and NAR in the best light.
- 88% would like to see more NAR advertising that promotes homeownership and real estate investment, and advances the REALTORŪ profession.
- 92% like that the Public Advocacy Campaign is standing up for the rights of Americans to own property.
As a result of these efforts and others by the association, nearly all members would recommend NAR membership to a colleague (89%), and 82% believe NAR efforts to support members are “Good” to “Excellent.” These percentages are even higher among engaged REALTORSŪ – those with a higher number of transactions and those who are RPAC contributors.
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