BrokerageIndustry News

Study sets benchmarks for customer service

Keller Williams, Prudential top J.D. Power survey

A first-of-its-kind ranking of customer satisfaction with national real estate brokerages not only gives Keller Williams and Prudential something to crow about, but creates industry benchmarks local brokers can use to distinguish themselves from the competition.The J.D. Power and Associates 2008 Home Buyer/Seller Study surveyed more than 3,200 people who bought or sold a home between April 2007 and June 2008. Buyers gave Keller Williams the highest overall satisfaction ratings, while Prudential was ranked highest by those who sold a home.Although the California-based marketing research firm has conducted similar proprietary surveys for brokerages' internal use, this is the firm's first "syndicated" study of customer satisfaction in the real estate industry. J.D. Power funds syndicated studies itself, releasing the results publicly and awarding trophies to top-scoring firms.The highest-ranked company in each category can enter into a licensing agreement and advertise that fact...