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2014 MEMBERSHIP SURVEY HIGHLIGHTS
Joel Singer, CEOMay 3, 2014
Survey Methodology
• 800 telephone surveys of randomly selected members in January 2014.•Maximum sampling error: ±2.45% at 2 standard deviations (a 95% confidence level). Subsets of the total sample will have a higher sampling error.
DEMOGRAPHICS: WHO ARE WE?
Median Age: 52
Under 25 years
25 to 34 years
35 to 44 years
45 to 54 years
55 to 64 65 or older
0%
5%
10%
15%
20%
25%
30%
1%
12%
17%
25%
28%
17%
• Q: What is your age?
Generation
12%
26%
54%
8%
Gen Y Gen X Boomer Senior
• Q: What is your age by generation?
Education
• Q: What is the highest level of formal education you have completed?
JD/LLM/PhD
Some graduate school (no degree)
Master's degree
BA/BS degree
AA degree (2 years)
Some college (no degree)
High school diploma
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
1%
1%
3%
41%
17%
20%
17%
Ethnicity
• Q: What is your ethnic background?
0%
5%
10%
15%
20%
25%
30%
35%
40%37%
22%
15%
8% 7% 6%4%
2%
Tenure in Real Estate Holding Steady
2005 2006 2007 2008 2009 2010 2011 2012 2013 20140
2
4
6
8
10
12
14
10.0
8.7 8.910.3
11.010.2 10.4 10.2 10.6
11.7
Sales Agent & Broker Associate Are The Dominating Roles
• Q: Which of the following categories best describes your role in real estate?
Sales Agent or Broker Associate
80%
Broker Manager or
Broker Owner20%
Majority are Full Time
• Q: Which statement, full-time REALTOR® or part-time REALTOR®, best reflects your role in real estate: (New question for 2014.)
Full-time REALTOR®
78%
Part-time REALTOR®
22%
Majority are Full Time
• Q: Which statement, full-time REALTOR® or part-time REALTOR®, best reflects your role in real estate: (New question for 2014.)
Full-time REALTOR® Part-time REALTOR®0%
20%
40%
60%
80%
100%
120%
84%
16%
81%
19%
85%
15%
0%
100%
Gen Y Gen X Boomers Seniors
Average Number of Closed Escrows
• Q: About how many transactions did you close in 2012?
201320122011201020092008200720062005200420032002
5.56.3
7.36.0
5.9
4.2
5.6
7.47.2
10.310.29.8
AWARENESS OF C.A.R. MEMBERSHIP/BENEFITS
Unaided Awareness of Belonging to Real Estate Associations
California Association of REALTORS®
Local Real Estate Board/Association of REALTORS®
National Association of REALTORS®
Department of Real Estate
Women's Council of Realtors
Asian Real Estate Association of America (AREAA)
National Association of Hispanic Real Estate Professionals (NAHREP)
National Association of Real Estate Brokers (NAREB)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
94%
92%
73%
31%
20%
6%
4%
3%
• Q: What industry (real estate) associations or other organizations do you belong to?
Membership Awareness Slightly Increases
20
04
20
05
20
06
20
07
20
08
20
10
20
11
20
12
20
13
20
14
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% 94%92%
73%
20%
C.A.R. Local AOR N.A.R. W.C.R.
• Q: What industry (real estate) associations or other organizations are you aware of?
When You Hear C.A.R., You Think… (Unaided
responses)
Keeping members on top of key issues
Lobbying
Code of ethics
Legal services
zipForms®
Education, training
0% 5% 10% 15% 20% 25% 30%
28%
24%
17%
13%
11%
8%
• Q: When you hear CALIFORNIA ASSOCIATION OF REALTORS®, what is the first thing that comes to mind? [Single response only.] (Selected listing of highest frequency responses)
First-time mentioned in 2014
REALTORS® Can’t Live Without….
• Q: What is the ONE (stress) member benefit provided by C.A.R. that you cannot live without to conduct your real estate business? (New question in 2014.)
Lobby/advocacy
Legal Hotline
Helping you stay current on trends in real estate
zipForms®
0% 50% 100%
4%
6%
7%
84%
Over the Years Legal Hotline Remains Top Benefit, zipForm® “Most Improved”
0%20%40%60%80% 72%
38%
55%
81% 82%
61%71% 71% 76% 80%
2011 2012 2013 2014
• Q: What benefits, information, events, services or products does the CALIFORNIA ASSOCIATION OF REALTORS® (C.A.R.) offer REALTORS® like you?
Desired Benefits: Most Want Reduced Dues
Reduce annual dues
Better enforcement of Code of Ethics
Raise professional standards to become or remain a REALTOR®
C.A.R. discounts on E&O insurance
0% 10% 20% 30% 40% 50%
43%
34%
21%
2%
• Q: If C.A,R could offer one new benefit, product, or service that would help you in you real estate business or save you money, what would it be?
MEMBER SATISFACTION:HOW ARE WE DOING?
Members are Mostly Satisfied with C.A.R.
zipForm® Plus
Lobbying and political action
California Real Estate Magazine
Legal Hotline & other legal services and offerings
Value of your membership compared to what you pay
Overall satisfaction
Staff service
zipForm® 6
0 1 2 3 4 5 6 7 8 9 10
8.3
8.3
8.3
8.2
8.1
8.1
7.9
7.3
• Q: Please rate C.A.R on a series of other programs on a scale of 1 to 10, with 10 being extremely satisfied and 1 being extremely dissatisfied.
Satisfaction in All Areas Steady or Down Slightly in 2014
20
13
20
12
20
11
20
10
20
09
20
08
20
07
20
06
20
05
5
6
7
8
9
10
Legal Services RE Mkt Analysis/Stats CRE Lobbying
Staff Services zipForm® 6/ zipForm® Plus
• Q: Please rate C.A.R on a series of programs on a scale of 1 to 10, with 10 being extremely satisfied and 1 being extremely dissatisfied.
How C.A.R helps REALTORS®
Helps promote a professional
image of REALTORS®
28%zipForm® 6 and standard forms
29%
Education and Training
38%
Legal advice, Legal Hotline
40%CRE Magazine and Other
Publications 44%
Lobbying & Government Advocacy
76%
• Q: Why do you feel that organized real estate does help you in your real estate business?
N=643
Members Who Do Not Value Organized Real Estate Find Dues Too High
Dues are too high; 33%
Don't do that much real estate busi-
ness; 29%
Statewide orga-nization that
does not focus on my market; 23%
Why Organized RE does "not" help your business
• Q: Why do you feel that organized real estate does not help you in your real estate business?
N=157
Historical Trend of Perceived Average Dues
2008 2009 2010 2011 2012 2013 2014 $-
$50
$100
$150
$200
$250
$300
$350
$400
$170 $162 $167
$241 $255
$358 $325
• Q: What are your annual dues exclusively for California Association of REALTORS®, not your local board and N.A.R. or your MLS?
Members Who Know the Correct Amount of Dues They Pay
• Q: What are your annual dues exclusively for the California Association of REALTORS®, not your local board of REALTORS®, National Association of REALTORS®, or your MLS (Listing Service)?
2005 2006 2007 2008 2009 2010 2011 2012 2013 20140%
10%
20%
30%
40%
50%
60%
51%
30%
54% 53%51% 52%
31%
25%
32% 33%
Broker Requirement Still Primary Reason to Join a Real Estate Trade Association
MLS access is more affordable with membership
Keep up with industry and changes in same
Member benefits
Brokerage, broker requirement
0% 10% 20% 30% 40% 50% 60%
16%
20%
41%
59%
• Q: Why do you maintain membership in real estate trade association?
KEY ISSUE FOCUS:ETHICS & PROFESSIONALISM
Ethics Violations
Yes60%No
40%
Q: Have you ever reported another agent for an ethics
violation?
Written warn-ing
Suspension of license
Fine
Mandated educational
classes
0% 20% 40% 60% 80%
69%
15%
8%
7%
Q: What was the outcome?
Majority Don’t Report Ethics Violations
Yes66%
No34%
• Q: Have you ever dealt with another agent you believe committed an ethics violation but did not report that person?
Ethics Issues: Reporting is Not Worth The Time
Did not want to go to the time and trouble
Issue settled in office, brokerage
Settled issue one-on-one
0% 10% 20% 30% 40% 50% 60%
54%
30%
16%
• Q: Why did you choose not to report the other agent?
OUTLOOK 2014
REALTORS® Most Concerned about Financing in 2014(Average Score)
• Q: Please rate the following legislative issues on a 10pt. Scale in order of their importance, with 10 being extremely important and 1 being extremely unimportant.
• *New or changed in 2014
Business license taxes
Point-of-Sale regulations
Restoring FHA Loan Limits*
Mortgage Reform/Housing Finance Reform*
Vacant property maintenance requirements
Mortgage loan availability
1 2 3 4 5 6 7 8 9 10
6.6
7.3
8.2
8.2
8.6
9.0
Referrals, Marketing, Social Media Among Top Changes to 2014 Business Plan (All responses)
• Q: What, if anything new, are you planning on incorporating into your 2014 business plan to help you deal with anticipated challenges?
Do more networking
Incorporate use of social media
Learn how to use smart phones, smart phone app's, social media, etc. to speed up and increase
getting information to clients and prospects.
More aggressively asking for referrals
Educate sellers to be realistic, they can't sell high and buy low
Unsure
Get listings, virtual tours, etc. on social media
Increase hours worked per week
Increase marketing, farming
0% 5% 10% 15% 20% 25%
6%
6%
8%
10%
10%
13%
13%
15%
20%
2014 Traditional/Standard Sales Greatest Opportunity(2014 All responses)
• Q: What do you anticipate will be your greatest opportunity in your real estate business over the next year? (Single Response)
Increase hours worked per week
Commissions should increase (low commissions with REO's and shorts starting to decline)
Equity sales (i.e., real down payments, real income)
Cash buyers
More opportunities to cultivate, nurture past clients
Incorporate use of social media
0% 5% 10% 15% 20% 25%
2%
11%
13%
15%
16%
21%
2014 Lack of Inventory Greatest Challenge(2014 All responses)
• Q: What do you anticipate will be the greatest challenge for your real estate business over the next year? (Single response)
Earning enough to stay in the business
Lack of buying urgency
Lenders tracking credit changes, purchases hits right up to closing (reduces certainty of mortgage)
Especially difficult to qualify investors for financing
Mortgage financing is very difficult
Lack of inventory, listings
0% 5% 10% 15% 20% 25% 30% 35% 40%
6%
7%
10%
16%
26%
35%
