More than 90 per cent of Alberta consumers intend to employ a REALTOR® in their next real estate transaction. Three quarters of buyers and two-thirds of sellers plan to return to their same REALTOR® the next time they are considering a real estate transaction. But only one in two are likely to recommend that REALTOR® to friends and family, and younger consumers are significantly more critical of their experiences than baby boomers.
In Winter 2016-17, AREA conducted qualitative and quantitative market research on consumer and REALTOR® perceptions of REALTORS®, with funding support from the Alberta Real Estate Foundation. This research identified areas where REALTORS® are excelling, as well as areas REALTORS® can improve their service to clients.