Realty Times January 24, 2000

Forget Awards, Demonstrate Your Market Knowledge, Says New Poll
by Realty Times Staff

You may be your association's Realtor of the Year, the Top Producer of your company, or a member of the Million Dollar Club, but only a little over five percent of consumers will choose you to work with based on your awards, shows a new Gomez.com/Realty Times Quick Poll.

Instead online consumers want substance over style - they want to work with the agent who knows the most about market trends and sales in their area. Second, they want an agent who communicates well, with whom they can have a personal rapport.

With 303 responses, consumers gave some surprising answers to the question: "What is the most important factor you would use to select a real estate agent?"

Possible Answers                                       Percentage

  • her/his industry certifications, awards (100% club, CRS): - 5.6 %
  • personal rapport (she/he communicates well, uses email, etc.): - 36.0 %
  • her/his knowledge of recent sales, local market trends: - 42.2 %
  • she/he is willing to provide menu of services and comission rates: - 9.6%
  • she/he has lots of contacts with other venders who might help me: - 6.6%

    Fee-for-service hasn't impacted consumer thinking on a wide-spread basis yet, judging by the less than 10 percent score given to agents who are willing to provide a menu of services and commission rates."However, there are a number of business models who could change consumer awareness by the end of the year," says Realty Times editor, Blanche Evans

    Ranking low were

    • Realtors should share sales comps with clients
    • email communication critical to attract independent buyer.
    • ultimately, agents will survey consumers after completing the transaction to better understand how to improve their services and maximize referrals.

    "As long as agents are able to provide the high touch along with the electronic tools that customers want," says Evans, "then the industry has nothing to worry about. There will always be a market for good agents."


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