 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 15 and October 6, 2008.
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
- A parallel random-digit phone survey was used to identify a representative demographic mix of qualifying households (age and income)
Summary of Key Findings
The 2008 survey results were incredibly positive, pointing to the continued phenomenal success of the campaign:
- Nearly three-fourths, or 74 percent, of consumers would use a REALTOR® to buy or sell a home. This has increased significantly over the past seven years, from 50 percent in 2001, and is an all-time high.
- Only 16 percent of consumers plan to buy or sell a home without professional assistance – that’s an all-time low, down from 25 percent in 2001.
- Among consumers who bought a home in the past 12 months, 86 percent used a REALTOR®.
- Eighty six percent of consumers surveyed strongly agree that the real estate market varies by location.
- Seventy one percent strongly agree that owning a home helps build long-term wealth.
- A full two-thirds of consumers surveyed – 66 percent – strongly agree that the number of homes currently available for sale represent a good buying opportunity.
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