The Canadian Real Estate Association (CREA) and Nanos Research recently conducted a survey to gauge consumer sentiment and overall satisfaction around working with a REALTOR®. The research took place from May 3 – 30, 2021 and surveyed Canadians active in the housing market. The goal was to learn more about what factors consumers cite for choosing to enlist the help of a REALTOR®, as well as why they would choose not to.
There are, of course, many things clients look for in a REALTOR® and the top three reported by the survey come as no surprise. When asked about the most important attributes a REALTOR® should display, the highest ranked by consumers were, “honesty and integrity” closely followed by “knowledge of the purchase process” and “negotiation skills”. These attributes make sense when standing alongside the No. 1 most valuable service consumers believe a REALTOR® can provide when buying: helping them find the right home.
On the other hand, when selling real estate, consumers cited the desire for REALTORS® to help them price their home competitively, and market it effectively to potential buyers, as their most helpful and beneficial resource. According to the survey, 76% of Canadian sellers active in the housing market agree working with a REALTOR® makes the process of listing a home easier.
In addition, the survey found, 81% of Canadian homeowners active in the housing market have used the services a REALTOR® for their last home purchase or sale. On a scale of 1-10, 93% of those rated their satisfaction level at least “average”, with 61% rating it high or between eight and 10.
REALTORS® continue to demonstrate their value to clients throughout every part of the buying or selling process, and it’s clearly reflected in the sentiments of those active in the market. As Canadians attempt to navigate constantly changing real estate markets, it’s evident REALTORS® play an important role in making sure their clients are adequately represented and get what they hope for out of their transaction.
To read more about the survey findings and learn other insights into the minds of Canadians, check out the full Nanos consumer survey here: