Study: Consumers more loyal to real estate companies than agents | Cross River Real Estate

Agents, think your clients would follow you if you were to hang your license elsewhere? That may not be the case.

Less than 20 percent of recent homebuyers and sellers said they “definitely will” switch real estate companies if their sales agent moved to another company, according to a buyer and seller satisfaction study from global marketing research firm J.D. Power.

“A real estate company’s agent remains the most important aspect of the customer’s experience among first-time and repeat homebuyers and sellers; however, customer loyalty is first to the company and second to the agent,” said Christina Cooley, director in the diversified services industries practice at J.D. Power, in a statement.

“In the end, it is the combination of the company’s standards, processes and approach to addressing customer needs combined with outstanding execution by the sales agent that will truly differentiate the customer experience.”

The sixth annual study included 3,930 respondents who bought or sold a home between March 2012 and April 2013 with one of the nation’s largest real estate companies.

The shares of first-time homebuyers and sellers in the market jumped from last year’s study, opening up an opportunity for real estate companies who can better serve their needs, the study said.

Study: Consumers more loyal to real estate companies than agents | Inman News.