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 Awareness Campaign
- Awareness of NAR's communications program to the general public promoting the value and benefits of using a REALTORŪ
- Satisfaction, attitudes, and beliefs regarding NAR membership and the efforts of the association
Methodology
The study was conducted online among 1,500 members selected at random from NAR membership lists between September 17 and October 26, 2007. 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 Awareness Campaign is one of the most popular programs among NAR members - in 2007, 98 percent of REALTORSŪ favored the advertising program, and 93 percent wanted to see more advertising like it. Nearly four out of every five members rated the campaign’s effectiveness as “good” to “excellent.”
In 2007, more than three in every five new member respondents agreed that the Public Awareness Campaign influenced their decision to join NAR, and fully two-thirds of members believe that identifying themselves as REALTORSŪ differentiates them from other real estate professionals - an all-time high.
The survey also examines REALTORSŪ’ satisfaction with the Association. A high percentage of members strongly agree that NAR is:
- Succeeding in federal lobbying efforts on behalf of the real estate profession (73 percent)
- Promoting high standards for the industry (69 percent)
- Providing leadership on real estate issues (65 percent)
- Promoting the value of using an agent who is a REALTORŪ (62 percent)
- Committed to its members (61 percent)
