WAV Group to industry: Embrace rentals or lose to third parties

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Real estate agents and brokers are missing out on a potentially lucrative business opportunity to serve consumers interested in rentals, according to study conducted by residential real estate consulting firm WAV Group Inc.

The study, conducted on behalf of the Houston Association of Realtors, surveyed 1,196 respondents online between Sept. 26, 2012 and Oct. 30, 2012. The vast majority of respondents, 82 percent, said they were currently renting or leasing, and the remainder said they were looking to rent or lease. All were located in the Houston metro area.