I have just returned from the National Association of REALTORS convention in San Francisco and a marathon of meetings. While there weren't many new issues of earth-shaking consequences, telemarketing, pending spam legislation and VOWs were at the forefront. Telemarketing is here to stay, and we were reminded that the fine for violations can be as much as $10,000 per violation. NAR is working hard to influence spam legislation on two levels - we don't want routine REALTOR e-mails like MLS data sheets to be considered spam; and we don't want to have to deal with a cumbersome list of e-mail addresses of those opting out of spam. As for VOWs, the MLS committee recommended, and the NAR Board passed, an extension of local board implementation from Jan. 1, 2004 to July 1, 2004. I had the opportunity to spend some time on the exhibit floor, which was awesome. There were 548 exhibitors. Quite frankly, I wasn't wowed by anything new in the technology department. This is good news, because I wasn't tempted to buy anything! It seems we're on a technological plateau giving us time to absorb what we already have. In all of our meetings, and in private dialog with others during the convention, I was made aware so many times how valuable our President, Bill Malkasian, is to our profession. His advice was asked for on almost every issue that came up for discussion. He is the most knowledgeable leader of any state association, and in return, the Wisconsin REALTORS Association stands tall among its peers. Bill and his crew should make us all proud; we're a class act! This issue of Wisconsin REALTORŪ is going into antiquity. It's the last you'll see in the newspaper format. The all new Wisconsin Real Estate Magazine will debut in January, and I think you will be pleasantly surprised. Our new Vice President of Communications and Marketing, Rob Uhrina, and his crew, have done a super job on this all new format. Let me close by wishing each of you and your families a very Happy Holiday Season and good health and prosperity in 2004. Sincerely, Return to On-Line Publications
|
|||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
 |
Each year, the National Association of REALTORS conducts a tracking study of member and consumer attitudes regarding the association and its communications programs. This program is now in its seventh year and has helped millions of potential homebuyers and sellers understand the value of a REALTOR during one of their lives' most important transactions. The program also provides information to state and local REALTOR associations to help in maximizing their public awareness efforts.
The results from this year's tracking studies are the most impressive yet. In a consumer study of 900 households, there are laudatory gains in advertising awareness, as well as increases in important attitudinal measures. Unaided advertising awareness continues to grow, with the 2003 number up five percentage points to 51 percent. Over the past five years, unaided awareness has risen l4 points from 37 percent in 1999 to 51 percent in 2003. Total advertising awareness is at its highest level ever, up eight points over last year to 75 percent in 2003. Interestingly, those aware of advertising have significantly higher opinions of REALTORS than do those not aware of the ads-56 percent for those aware versus 45 percent for those not aware of the campaign. Clearly, the advertising is getting through and is shaping consumer opinion.
This increase in recognition and comprehension of the NAR message has resulted in strong shifts in consumer perceptions about the value and the values of REALTORS. The overall image score of REALTORS has improved from 48 to 55, with significant gains in agreement with the following attributes:
- Buying/selling involves a partnership between REALTOR and client: up 18 points to 75 percent
- Using a REALTOR makes selling a home easier than without one: up 11 points to 68 percent
- Using a REALTOR makes selling a home easier: up nine points to 63 percent;
- REALTORS have expertise to price a home fairly: up 11 points to 60 percent;
- Buyers/sellers can be confident in using a REALTOR: up nine points to 48 percent;
- REALTORS earn their commission: up 14 points to 44 percent.
With regard to FSBO, there continues to be a downward trend in prospects desiring to sell a home without a REALTOR, from 29 percent in 1999 to 20 percent in 2003. In fact, virtually all attribute ratings increased this year.
Overall, this is the best consumer tracking study we have ever experienced, and I believe it owes the value of consistent national broadcast advertising, the effect of the implementation of the REALTOR Pride Campaign, the continued salience of residential real estate and the growth in ad spending in the real estate category.
In the Member Study, there are similar gains across many different attributes. Satisfaction with the Public Awareness Campaign remains high, spurred by continued strong awareness of the advertising and the program overall. Total awareness of the program gained 12 points to 92 percent, and since 1999, awareness has grown 25 points. Recognition of specific commercials within the campaign grew 12 points as well, to 81 percent.
Overall attitudes among members toward NAR and its services gained significantly. On the seventeen attributes that comprise the composite satisfaction score, all either improved or remained unchanged. Areas with notable positive changes are as follows:
- "Listening to members" rose nine points to 53 percent
- National advertising gained five points to 64 percent
- Educational services were up five points to 66 percent
- Business products and forms rose four points to 56 percent
In general, member satisfaction with NAR showed healthy gains, with those rating their satisfaction an 8, 9, or 10 moving from 51 percent to 57 percent, and the "mean rating" of satisfaction jumped significantly, from 7.1 to 7.4.
Interestingly, 54 percent of new members say that NAR's national advertising was somewhat or extremely important in the decision to join NAR.
On questions relating to the $20 member assessment that funds the Public Awareness Campaign, 79 percent favor continuing the assessment, but that number drops to 40% when we ask how many favor an assessment at the $25 level. Any request for an increased assessment will have to be preceded by heightened member education with regard to media inflation and effectiveness.
REALTORŪ Magazine readership involvement continues to grow, with the average time spent reading the magazine at an all time high of 45 minutes per issue. At the level of state and local association communication members generally agree that the frequency of communication is "just about right."
Seventy percent of members agree that identifying themselves as REALTORS helps reassure clients of their professionalism, and 45 percent say that membership helps them sell more real estate. The most valuable member services continue to be lobbying, publications, educational services, and advertising/PR.
Finally, this year we asked new members some additional questions. We found that new members are not necessarily new to real estate. On average, new members have been involved in real estate for 6.4 years, and 30 percent have been involved in real estate for five or more years prior to joining NAR.
In nearly every area, the National Association of REALTORS is reported by members and consumers to be doing an effective job, and this year's results show a high return on the investments made in the Public Awareness Campaign and in the efforts to provide ever more valuable member services.
Home |
Education |
Products &
Services |
Public
Affairs |
Legal Services |
REALTORŪ
Resources |
Find A REALTORŪ
Copyright 1998 - 2008 Wisconsin REALTORSŪ
Association. All rights reserved. |