Perceptions of Real Estate Agents

The 2015 Consumer Perceptions of Real Estate survey wanted to test this stereotype by going directly to people who had experience of agents and their performance.

Market research company, Roy Morgan has been polling Australians about the trustworthiness of different professions since 1975. Real estate agents have always polled poorly - in its 2015 Image of Professions* only 9% of those surveyed rated them as "very high" or "high" ethics and honesty. Only advertising people and car salesmen score worse.

The 2015 Consumer Perceptions of Real Estate survey wanted to test this stereotype by going directly to people who had experience of agents and their performance.

The key finding was that the majority of vendors reported positive experiences with their agents with 31% rating the experience as Excellent and 35% rating it as Good. 34% said the service had underwhelmed and even angered them.

The survey also highlighted behaviour that made vendors satisfied that is easy for agents to deliver.


What impressed you about your real estate agent?

Image: Survey snapshot - Word cloud from buyers, selllers & investors


Survey report contents:

  1. Executive Summary
  2. Respondent Profile & Methodology
  3. Introduction
  4. Vendor sale insights
  5. Agent selection process
  6. Agent Profile
    • Male and female agents: is there a difference?
  7. Agent market knowledge
  8. Agent skill levels
  9. Vendor knowledge and market awareness
  10. How Vendor’s feelings about their Agent changed throughout the sales process
  11. Vendor satisfaction levels with the price achieved
  12. Vendor rating of the overall sale experience
  13. Vendor recommendations
  14. The impact of data on the quality of vendor experience
  15. Conclusions
    • The surprises
    • What agents do poorly
    • 6 behaviours to Improve Service

How did the agent demonstrate his or her knowledge of your local market?*

Image: Chapter 7 - Agent market knowledge (pg.14)


About the survey’s author

Kylie Davis is the Head of Real Estate Solutions at CoreLogic, responsible for category business strategy and innovation within Australia and New Zealand’s largest property data supplier.

Kylie has an MBA from AGSM University of NSW, and 25 years background in media, working at News Corp, Fairfax and 10 years in her own newspaper publishing business.

Follow Kylie on LinkedIn or Twitter.




DISCLAIMER
In compiling this publication, CoreLogic has relied upon information supplied by a number of external sources and CoreLogic does not warrant its accuracy or completeness. To the full extent allowed by law CoreLogic excludes all liability for any loss or damage suffered by any person or body corporate arising from or in connection with the supply or use of any part of the information in this publication. CoreLogic recommends that individuals undertake their own research and seek independent financial advice before making any decisions. © 2014 CoreLogic.


About CoreLogic

CoreLogic Australia is a wholly owned subsidiary of CoreLogic (NYSE: CLGX), which is the largest property data and analytics company in the world. CoreLogic provides property information, analytics and services across Australia, New Zealand and Asia, and recently expanded its service offering through the purchase of project activity and building cost information provider Cordell. With Australia’s most comprehensive property databases, the company’s combined data offering is derived from public, contributory and proprietary sources and includes over 500 million decision points spanning over three decades of collection, providing detailed coverage of property and other encumbrances such as tenancy, location, hazard risk and related performance information.

With over 20,000 customers and 150,000 end users, CoreLogic is the leading provider of property data, analytics and related services to consumers, investors, real estate, mortgage, finance, banking, building services, insurance, developers, wealth management and government. CoreLogic delivers value to clients through unique data, analytics, workflow technology, advisory and geo spatial services. Clients rely on CoreLogic to help identify and manage growth opportunities, improve performance and mitigate risk. CoreLogic employs over 650 people across Australia and in New Zealand. For more information call 1300 734 318 or visit www.corelogic.com.au.

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