2014 MEMBERSHIP SURVEY HIGHLIGHTS Joel Singer, CEO May 3, 2014.

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Presentation transcript:

2014 MEMBERSHIP SURVEY HIGHLIGHTS Joel Singer, CEO May 3, 2014

Survey Methodology 800 telephone surveys of randomly selected members in January Maximum sampling error: ±2.45% at 2 standard deviations (a 95% confidence level). Subsets of the total sample will have a higher sampling error.

DEMOGRAPHICS: WHO ARE WE?

Median Age: 52 Q: What is your age?

Generation Q: What is your age by generation?

Education Q: What is the highest level of formal education you have completed?

Ethnicity Q: What is your ethnic background?

Tenure in Real Estate Holding Steady

Sales Agent & Broker Associate Are The Dominating Roles Q: Which of the following categories best describes your role in real estate? Sales Agent or Broker Associate 80% Broker Manager or Broker Owner 20%

Majority are Full Time Q: Which statement, full-time REALTOR® or part-time REALTOR®, best reflects your role in real estate: (New question for 2014.)

Majority are Full Time Q: Which statement, full-time REALTOR® or part-time REALTOR®, best reflects your role in real estate: (New question for 2014.)

Average Number of Closed Escrows Q: About how many transactions did you close in 2012?

AWARENESS OF C.A.R. MEMBERSHIP/BENEFITS

Unaided Awareness of Belonging to Real Estate Associations Q: What industry (real estate) associations or other organizations do you belong to?

Membership Awareness Slightly Increases Q: What industry (real estate) associations or other organizations are you aware of?

When You Hear C.A.R., You Think… (Unaided responses) Q: When you hear CALIFORNIA ASSOCIATION OF REALTORS®, what is the first thing that comes to mind? [Single response only.] (Selected listing of highest frequency responses) First-time mentioned in 2014

REALTORS® Can’t Live Without…. Q: What is the ONE (stress) member benefit provided by C.A.R. that you cannot live without to conduct your real estate business? (New question in 2014.)

Over the Years Legal Hotline Remains Top Benefit, zipForm® “Most Improved” Q: What benefits, information, events, services or products does the CALIFORNIA ASSOCIATION OF REALTORS® (C.A.R.) offer REALTORS® like you?

Desired Benefits: Most Want Reduced Dues Q: If C.A,R could offer one new benefit, product, or service that would help you in you real estate business or save you money, what would it be?

MEMBER SATISFACTION: HOW ARE WE DOING?

Members are Mostly Satisfied with C.A.R. Q: Please rate C.A.R on a series of other programs on a scale of 1 to 10, with 10 being extremely satisfied and 1 being extremely dissatisfied.

Satisfaction in All Areas Steady or Down Slightly in 2014 Q: Please rate C.A.R on a series of programs on a scale of 1 to 10, with 10 being extremely satisfied and 1 being extremely dissatisfied.

How C.A.R helps REALTORS® Q: Why do you feel that organized real estate does help you in your real estate business? N=643

Members Who Do Not Value Organized Real Estate Find Dues Too High Q: Why do you feel that organized real estate does not help you in your real estate business? N=157

Historical Trend of Perceived Average Dues Q: What are your annual dues exclusively for California Association of REALTORS®, not your local board and N.A.R. or your MLS?

Members Who Know the Correct Amount of Dues They Pay Q: What are your annual dues exclusively for the California Association of REALTORS®, not your local board of REALTORS®, National Association of REALTORS®, or your MLS (Listing Service)?

Broker Requirement Still Primary Reason to Join a Real Estate Trade Association Q: Why do you maintain membership in real estate trade association?

KEY ISSUE FOCUS: ETHICS & PROFESSIONALISM

Ethics Violations

Majority Don’t Report Ethics Violations Q: Have you ever dealt with another agent you believe committed an ethics violation but did not report that person?

Ethics Issues: Reporting is Not Worth The Time Q: Why did you choose not to report the other agent?

OUTLOOK 2014

REALTORS® Most Concerned about Financing in 2014 (Average Score) Q: Please rate the following legislative issues on a 10pt. Scale in order of their importance, with 10 being extremely important and 1 being extremely unimportant. *New or changed in 2014

Referrals, Marketing, Social Media Among Top Changes to 2014 Business Plan (All responses) Q: What, if anything new, are you planning on incorporating into your 2014 business plan to help you deal with anticipated challenges?

2014 Traditional/Standard Sales Greatest Opportunity (2014 All responses) Q: What do you anticipate will be your greatest opportunity in your real estate business over the next year? (Single Response)

2014 Lack of Inventory Greatest Challenge (2014 All responses) Q: What do you anticipate will be the greatest challenge for your real estate business over the next year? (Single response)

HAVE A GREAT 2014 THANK – YOU