Integrity, prompt response time and commitment are among the most important factors consumers consider when choosing a real estate agent, according to a new survey.

Realty Executives International queried consumers and agents in the Kansas City, Boston, San Diego and Orlando, Fla., metropolitan areas for the survey. The company’s Phoenix franchise also conducted research in its local market.

While many consumer and agent responses were similar within the study, results revealed that, very often, there was a disconnect between the two groups when it comes to what characteristics matter the most to consumers. 

Most survey participants agreed that the integrity of an agent is the single-most important factor in their choice. Nearly 90 percent said that prompt and responsive behavior is very important, as well as the real estate agent’s commitment to helping the consumer buy or sell a home.

Fees and length of time in the market also weighed in heavily on consumer decisions, according to the survey. 

The survey also found that consumer loyalty lies more with the agent than with the brokerage company.

Less impactful factors when choosing an agent included advertising and affiliation with a specific company, the survey noted.

Realty Executives is a Phoenix-based real estate franchise company with offices in eight countries.


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