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1 Keeping up with Canadian consumer habits, changes and new innovative ways on how they choose a REALTOR and discovering what the expected role of the REALTOR is. 1

2 2015 Consumer Research Summary Top 3 things the consumer perceptions about the RE/MAX brand Sells more than anyone else Leader in the real estate category Contributes to charitable causes remax.ca is the #1 branded real estate site for finding a good REALTOR. (unaided awareness) 51% Expected response time after initial contact 22% Within 1 hour 40% Within 4 hours 51% Within same business day Top 10 31% Important REALTOR Choice Drivers 12% 11% realtor.ca remax.ca RLP C21 Respond to those leads! Good Negotiator Honest Trustworthy Good Value Local Market Experience Good Listener Good Professional Communicator Organized Good Reputation Consumer s expectations of the agent 1. Price negotiations 2. Terms of purchase/sale negotiations 3. Professional guidance on home values 4. In depth local knowledge 5. Educating on the process and expectations How do you measure up? 52% Would talk to more than 1 REALTOR before deciding which one to use. 52% 48% When you re going up against another REALTOR, what s your value proposition? Top info consumers look for when searching for a REALTOR Experience Reviews Expertise Rates Specialties Number of active listings Is your profile updated? What are they looking for? Reputation How you communicate Feedback/reviews 40% Market Trends of consumers New listings before follow an agent others on Social Media 2

3 Consumer loyalty to the same REALTOR is not always the case Yes No 65% of consumers used the same REALTOR for both the buying and selling process. Current/planned to buyers and sellers Undecided 42% 13% 45% Past buyers and sellers 35% 65% 45% of consumers plan to use the same REALTOR for their planned buying and selling. Yes No 3

4 What s your Value Proposition? Fifty-two per cent of consumers talk to more than one REALTOR before deciding which one to use. 48% I typically have one REALTOR in mind that I go to 52% I prefer to talk to more than one REALTOR before deciding which one to use Generation X, young boomers and families with kids at home are more likely to talk to more than one REALTOR before choosing. 4

5 Respond to your leads! Time is of the essence Expected response time after initial contact: Immediately 6% (less than 20 min) Within 30 minutes 13% Within 1 hour 22% Within 4 hours 40% Within the same day 51% 5

6 Consumers are looking for you online The TOP 4 attributes looked for when researching a REALTOR online to find the right one: 1. Years of experience 2. REALTOR reviews 3. Areas of expertise 4. Current active listings Top keywords searched: Your reputation matters! 6

7 Get Social! 40% of consumers follow an agent or company on social media Why do they follow a company? 1. Listings and Real Estate Market Trends 2. Agents performance info i.e.: feedback and reviews Why do they follow an agent? 1. Hearing about new listings before others 2. Get a feel for agent s communications 3. Get a feel for agent s reputation and what people say about them 7

8 What Buyers Expect From You Essential Roles of the Agent when Buying Showing properties that meet your needs Communicates with you regularly throughout the process Helps buyers with purchase price negotiations Helping find the best value for the money Helping buyer negotiate terms of purchase other than price Providing professional guidance on home values 8

9 What Sellers Expect From You Essential Roles of the Agent when Selling Making sure you get the most money for your property Advertising your listing on MLS Helps sellers negotiate selling price Provides in-depth local real estate market knowledge Providing professional guidance on home values Helps seller negotiate terms of sales other than price 9

10 What attributes do you possess? Negotiator Trustworthy Honest Valuable Local Market Expert Good negotiator on your behalf and for your own benefit Trustworthy to do what promised to do Honest/does not sugar coat any information or expectations Provides good value for money Have local real estate market expertise Professional Listener Listens to my needs when showing properties Professional Organized Communicator Reputable Good communicator and knows how to keep me informed Organized and does not waste my time Have a good reputation 10

11 Is your profile updated? 51% 31% 12% 11% realtor.ca remax.ca RLP C21 Remax.ca The #1 branded real estate website for finding a good REALTOR Unaided awareness consumers thought of remax.ca without being prompted. 11

12 Keep in touch with your past clients 31% 69% Yes No Over 2 in 3 consumers expect to hear from their REALTOR after closing. How do you keep in touch? 12

13 Preferred Company = RE/MAX Last REALTOR Used RE/MAX Royal Lepage C21 Sutton Coldwell Banker Keller Williams Homelife Realty Executives MacDonald Exit None / Nothing

14 How consumers see RE/MAX in Western Canada Top 3 perceptions of the RE/MAX brand 1. Sells more than anyone else 2. Leader in the real estate category 3. Contributes to charitable causes 14

15 Still Holding Strong Total Brand Awareness in Western Canada 15

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