Saturday, October 22, 2005

Image improvement

It seems that things are getting better for our kind at least in the states. I don't know where they do their polling but I suspect that the numbers may actually be a little better here in Canada.

Realtors are improving their image, according to the latest National Association of Realtors' annual survey that gauges public opinion.

The survey's composite image score of 19 beliefs, opinions and attitudes about Realtors rose from 56 percent in 2004 to 59 percent this year – up 11 points since 2002, the group announced today. The survey also found that the likelihood of real estate consumers to use a Realtor over a real estate licensee who is not a Realtor rose four points to 64 percent this year.

Some of the consumer beliefs and opinions that improved most over the past 12 months are: “Realtors bring the latest technology to buying and selling a home" (up six points to 63 percent); “Realtors have the expertise to help sellers price their home fairly" (up four points to 64 percent); “Realtors earn their commission" (up six points to 50 percent) and “Realtors advocate private property rights of homeowners" (up 12 points to 54 percent).

Beliefs about Realtors that improved the most this year were: that they have the best network of sources to help buyers and sellers (79 percent, up six points over year ago); that they are best qualified to promote the sale of a home (73 percent, up 12 points); that they are professional (70 percent, up 13 points); that they conduct business with ethics and integrity (69 percent, up 11 points); and that they get the job done properly (68 percent, up 10 points).
Buyers who purchased a home in the past 12 months reported a jump from 39 percent to 56 percent in agents identifying themselves as Realtors, while sellers reported an even more dramatic 23 percentage point gain, from 41 percent to 64 percent, the group reported.

Realtor support for the advertising campaign continues at levels similar to those last year, according to a survey of NAR members conducted in concert with the consumer survey. Ninety-eight percent of all NAR members favor the ad program, 94 percent would like to see more advertising, and 78 percent rate the advertising effectiveness as excellent/very good (up four points). Sixty-seven percent of members cite NAR's advertising as an important reason for joining the association, according to the announcement.


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