20%

10%

27%

24%

19%

In the process of buying a home

In the process of selling a home

Just looking for fun/watching the market

Just beginning my search

Just bought/sold a home

What is your current interest in real estate?

More than 40% are searching/buying a

home

2

16% 16% 20%

13%

34%

0%

5%

10%

15%

20%

25%

30%

35%

40%

0 – This is my first 1 2 3 More than 3

How many homes have you bought or sold in your lifetime?

1 in 5 are first time buyers

Nearly 2/3 have purchased multiple homes

3

11%

45%

38%

5%

2%

Extremely professional and competent

Very professional and competent

Somewhat professional and competent

Not very professional and competent

Not sure/Don't really have an opinion

When you think about real estate agents, how would you rate their level of professionalism and competence

overall? 94% believe real estate agents are professional and competent;

Just 5% believe they are not

professional/competent

4

How would you compare the level of professionalism and competency of a real estate agent relative to the following types of business professionals?

Real estate agents are perceived closely to other professionals

0% 20% 40% 60% 80% 100% 120%

Attorney

Financial Planner

CPA/Accountant

Insurance Agent

Mortgage/lenderMuch moreprofessional andcompetentSomewhat moreprofessional andcompetentAbout the same

Somewhat lessprofessional andcompetentMuch lessprofessional andcompetent

5

93%

7%

Did you use a real estate professional to buy/sell your last home?

Yes

No

93% used an agent to sell

their last home

Similar to national statistics

6

88% of consumers are satisfied with their

agent;

Just 4% are not at all satisfied

34%

32%

22%

8%

4%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Extremely satisfied

Very satisfied

Somewhat satisfied

Somewhat dissatisfied

Extremely dissatisfied

How satisfied were you with them in that transaction?

7

59%

41%

Are you currently working with a real estate agent?

YesNo

Nearly 60% are currently working with

an agent

8

2%

4%

4%

5%

6%

8%

9%

16%

17%

28%

30%

Real estate agent presentation

Saw their yard signs in the area

Met them at walk-in/open house

Advertising

Found them on the Internet on a ratings site…

Company name/reputation

Found them online selling listings in areas …

Other (Please specify)

Satisfied past customer

Know them personally

Referred by a friend

How did you identify the agent you are now working with? (For those that are currently working with an agent)

Referrals and relationship still key

drivers of agent selection

9

35%

29%

36%

Are you working with a licensed real estate agent or REALTOR®? (for the 59% that are working with an agent)

Licensed real estate agent

REALTOR®

Not Sure

Less than 1 in 3 clearly know they are working

with a REALTOR®

10

21%

79%

Are you currently looking for an agent to work with? (For the 41% not

currently working with an agent)

YesNo

Just 1 in 5 are currently looking for an agent

11

1 in 4 are now using agent ratings to help find an agent

to work with 5% 6%

11% 11%

16% 16%

19% 25%

31% 47%

52%

AdvertisingYard signs in the area

Know them personallyOther

Walk-in/Open HouseReal estate agent presentation

Company name/reputationInternet on a ratings site e.g. Yelp, HAR.com

Online selling listings in areas that I’m … Satisfied Past Customer

Referral

What ways are you looking for the agent you are now considering to help you?

12

69%

5%

26%

Do you believe you will work with a real estate agent eventually? (for the 41% that are not currently

working with an agent)

Yes

No

Not Sure yet

Just 5% say they will not work with

an agent

13

14%

12%

22%

52%

Are you interested in working with a licensed real estate agent or REALTOR®?(for those not working

with an agent yet)

Licensed Real Estate Agent REALTOR® No preference Not Sure

No clear preference to work with a

REALTOR® vs. a licensed real estate agent

14

50%

32%

14% 4%

Who did you work with when you bought/sold your home(For those that have bought/sold a home?)

Licensed real estate agent REALTOR® Not sure Neither

Just 1/3 said they worked

with a REALTOR®

15

20%

55%

25%

Do you know the difference between a licensed real estate agent and a REALTOR®?

Yes No Not sure

55% do not know the difference between a real

estate agent and a REALTOR®?

16

48% 52%

Are you aware that you can find reviews of an agents performance with past clients on HAR.com?

YesNo

Nearly ½ are aware of the Client Experience Ratings

on HAR.com

17

31%

69%

Have you used the Client Experience Ratings on HAR.com?

Yes

No

Just under 1/3 of consumers have

used Client Experience Ratings

on HAR.com

18

22%

36%

33%

4%

6%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Extremely helpful

Very helpful

Somewhat helpful

Not at all helpful

No opinion/not sure

How helpful were the Client Experience Ratings to you?

90% found Client Experience Ratings

to be helpful

19

6%

39%

24%

5%

3%

17%

6%

Completely

Very much

Somewhat

Slightly

Not at all

I would use them in addition to talking to…

Not sure, haven’t looked at them

How much do you think the Client Experience Ratings from past clients would influence your decision about what agent you work with(for those that have not used agent ratings)?

More than 69% who have not used Client Experience

Ratings believe that they would be

helpful

20

1% 2%

20%

34%

42%

Not at all helpful Not sure Somewhathelpful

Extremelyhelpful

Very helpful

How helpful would it be to see how many transactions a prospective agent has been involved with in the

neighborhoods you are interested in(for those that have NOT used Client Experience Ratings)?

96% of consumers believe viewing

past transactions would be helpful

21

6% 24% 25%

29% 40%

51% 51% 52%

55% 59%

68% 71%

73%

Other (Please specify)

Positive online reviews by previous clients

They work for a well-established and trusted real estate company

Has completed many transactions in the area I’m interested in

Has a lot of experience

Seems trustworthy

Has experience selling homes in my area/price range

Referred by someone I trust

I get along with them well

Really seems to understand my unique needs

They seem respectful and patient and will help me all the way through the…

Has demonstrated that they will respond to me quickly by using all means …

Really seem to understand the market and the neighborhood(s) I’m …

When choosing a real estate professional to work with, what are the MOST important factors?(choose all that apply)

Market knowledge and responsiveness

are the two key

22

32%

46%

19%

3%

Extremely helpful – It’s very complicated

and I need help

Very helpful Somewhat helpful Not at all helpful – I believe I can do it

myself

How helpful has your real estate agent been so far?(for those that are already working with an agent)

97% believe their real estate agent has been helpful

so far

23

25%

36%

37%

53%

62%

62%

63%

67%

68%

77%

79%

Helping me search for homes online

Helping me understand the requirements for getting a mortgage

Access to an online site that allows me to track the status of my…

Helping me find a home that matches my search criteria

Helping me buy a home that will be a good investment for my family

Keeping me up to speed in real-time on all of the facets of the…

Helping me understand all of the forms that I have to sign to buy a…

Helping me deal with challenges that come up during the process…

Coordinating all of the steps that are needed to buy my home e.g.…

Knowing all of the local market rules so that I don’t get into any …

Helping me negotiate a fair price for the home I'm interested in

How important are the following tasks of your agent as you go through the process if purchasing a home

5 - Very important 4 3 2 1 - Not important

24

Current customers are most satisfied

with honesty, knowledge and

people skills 52%

66%

70%

71%

71%

73%

77%

77%

83%

24% 25%

24%

23%

23%

21%

17%

16%

12%

8%

5%

6%

5%

5%

4%

5% 3%

2%

16%

4%

1%

2% 1%

2%

1%

4%

2%

Negotiation skills

Skills with technology

Responsiveness

Knowledge of local area

Communication skills

Knowledge of real estate market

People skills

Knowledge of purchase process

Honesty and integrity

How satisfied are you with the following skills and qualities of your real estate agent?(for those in the process of buying/selling)

N/A Not satisfied Somewhat satisfied Very satisfied

25

24%

22%

28%

22%

16%

17%

17%

15%

46%

51%

41%

52%

Securing the best mortgage for me

Title Insurance

Home Inspection

Home Appraisal

How satisfied are you with the work your agent has provided to prepare you for the following? (for those

currently in the process)

Extremely satisfied Very satisfied Somewhat satisfiedSomewhat dissatisfied Not at all satisfied Have not discussed yet

Many agents are not talking about all elements of the

transaction upfront to allow consumers to know what’s

26

54%

19% 14%

8% 5%

0%

10%

20%

30%

40%

50%

60%

Extremely likely Very likely Somewhat likely Not at all likely Not sure

If you were going to do it all over again, how likely would you be to use the same agent to assist you?

Nearly ¾ of consumers would use the same agent again

27

51%

23%

15%

5% 6%

0%

10%

20%

30%

40%

50%

60%

Extremely likely Very likely Somewhat likely Somewhatunlikely

Not at all likely

How likely will you be to recommend the services of your real estate agent to a friend, neighbor or relative?

74% are likely to recommend their agent

28

Marketing, pricing, finding

buyers most important

49% 50%

60% 64%

74% 75% 75% 75% 76%

85% 92%

Helping me understand the disclosures that will be needed to…

Helping me understand all of the forms that I have to sign to sell…

Coordinating all of the steps that are needed to sell my home…

Helping me deal with challenges that come up during the…

Keeping me up to speed in real-time on all of the facets of the…

Finding qualified buyers

Knowing all of the local market rules so that I don’t get into any …

Helping me negotiate a fair price for my home

Helping me price my home appropriately

Marketing/promoting my home effectively locally

Marketing/Promotion my home effectively online

How important are each of the following tasks of your agent as you go through the process of selling a home? (1 is not

important, 5 is very important)

5 - Very important

4

3

2

1 - Not important

29

Sellers are least satisfied

with the number of qualified buyers

50%

56%

64%

64%

66%

68%

71%

71%

73%

74%

78%

80%

Bringing lots of qualified clients to look at my home

Delivering qualified buyers submitting offers for my home

Marketing/promoting my home locally

Minimizing the stress levels for me when selling my home

Providing me feedback on those that have toured the home

Creating an easy closing process by handling all challenges asthey came up

Marketing/promoting my home online

Setting up showing appointments that are convenient for me

Responding quickly to my questions and concerns about theprocess

Helping me to continue to prepare the home to sell morequickly

Helping me understand all of the steps that it takes to sell ahome

Demonstrating ethical and high integrity business practices

How satisfied are you with the performance of your agent to date in the following areas?

Top 2…

30

yes 90%

no 10%

Do you live in the Houston area?

32

male 33%

female 67%

What is your gender?

33

2.0%

28% 29%

21%

13%

4% 2%

18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65+ noanswer

What is your age?

5%

26%

35%

33%

Highschool

Some college

Undergraduate

Post-graduate

What is your education level?

34

1%

15%

1%

12%

16%

15%

20%

9%

10%

No Answer

Prefer not to say

Less than $20,000

$20,000 to $49,999

$50,000 to $74,999

$75,000 TO $99,999

$100,000 to $149,999

$150,000 to $199,999

$200,000 and above

What is your income?

35

11%

13%

20%

26%

54%

60%

Relocating

Investor

Looking to sell

Just like to lok at real estate for fun

Homeowner

Looking to buy

What best describes your real estate interest?

36