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Friday, February 26, 2016

Communication Audit Results

Regularly, Columbus REALTORS® does something to gauge how we’re doing with regard to our communication with you. Back in July 2007, we conducted a full blown communication audit. In July 2010, our member satisfaction survey included questions regarding our communication. In April 2013, we conducted a web site survey (prior to our full site update). And in August 2014, we did a survey on the In Contract magazine.


In each instance, our attempt was to determine various information, but always to gauge your satisfaction with our communication methods – and what you want to know more about.

 

Last year, we piggybacked on a communication audit being conducted by the Ohio Association of REALTORS® (OAR) via 200 telephone interviews of members randomly selected from the OAR membership list. The interviews took place in November/December and we received the results in January.


With this most recent audit, we focused on our primary communication vehicles: ColumbusRealtors.com, In Contract magazine, e-Notes and social media.


Due to space constraints, I’ve only included highlights from the Columbus REALTORS® audit here. But you can view a more comprehensive article and the full reports for both Columbus REALTORS® as well as OAR on ColumbusRealtors.com.


The OAR report was more comprehensive and addresses our aging membership, newer member retention, membership benefits, among other things. Results from the OAR audit overwhelmingly demonstrate a high level of importance and respect for the REALTOR® Code of Ethics.


The full reports further break out the results by agents and brokers and by seasoned agents and new agents (in the business less than 3 years).


Desired Improvements or Enhancements columbusrealtors.com



  • Make it easier to view on a smartphone or other device - 50%

  • Consumer section needs to be more graphically appealing - 35%

  • Has good information, just too disjointed – 17%

  • Make it graphically more appealing, consistent - 16% 

  • News, events, videos, section needs to be more prominent - 8%

  • No changes needed - 8% 

  • Unsure - 8%


e-Notes



  • No changes needed - 33%

  • Make it more graphical - 27%

  • Links to longer articles difficult to view on a smartphone - 20%

  • More local market information - 19%

  • Unsure - 10%


Facebook (or other social media)



  • No changes needed - 56%\

  • Not really familiar with it - 23%

  • Don’t usually go to Facebook or Twitter - 12%

  • Give me reasons to visit, use it - 10%


In Contract magazine



  • Send more often, but not so long - 56%

  • More information on REALTOR® success stories - 52%

  • Fewer ads, more content - 48%

  • Less is more, have a more limited focus per issue - 22%

  • Break into smaller parts - 20%

  • Seems disorganized - 15%

  • Make it less of a list of random topics - 15%

  • Look is cluttered - 14%

  • Needs to have a consistent theme, purpose - 2%


Most Important Topics and Issues You Would Like to see Columbus REALTORS® Communicate to You:



  • Help on how to take advantage of social media - 41%

  • More projections on where and why the market is going - 40%

  • More information on first-time buyers - 37%

  • More forecasts on residential real estate sales - 30%

  • Strategies to get potential buyers off the fence & commit - 29%

  • Strategies and tactics for Millennials (Gen Y) and other younger buyers - 23%

  • More information on condition and direction of housing inventory - 20%

  • Strategies to convince potential buyers of the value of homeownership - 11%

  • Forecasts on mortgage rates - 10%


Overall satisfaction with communications from Columbus REALTORS® = 8.0!


Interesting information on central Ohio survey respondents:



  •  Median age: 53

  • Female 53%; Male  47%

  • Agent 74%; Principal Broker  26%

  • Primary Occupation: Real estate Sales  89%; Something else  11%

  • Newer REALTORS® (3 years or less) 30%; Seasoned REALTORS® (3+ years) 70

  • Do you plan on being in the business 3 years from now?  Yes 67%; No 11%; Unsure 23

  • Average years in real estate = 10.5

  • Average # of transactions in 2015 = 5.2


Executive Summary - Columbus REALTORS®

Full presentation - Columbus REALTORS®

Full presentation - Ohio Association of REALTORS®

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