NAR Member Profile: Realtors® Used More Technology, Cited Inventory Constraints
Laurie Brill, 2020 President, Lorain County Association of Realtors®
That is according to the National Association of REALTORS®.’ 2020 Member Profile, an annual report that outlines members’ behaviors and characteristics over the preceding year. Research gathered for this particular report was obtained prior to the coronavirus outbreak and before subsequent nationwide stay-at-home orders were instituted.
NAR’s report revealed that more than nine in 10 members use a smartphone and a computer on a daily basis, while just about all members regularly e-mail clients and the majority of members use social media apps to communicate with clients. Text messaging is the preferred means of communication for REALTORS®. (94%), closely followed by email (91%) and telephone calls (89%).
“As members have become more reliant on their smartphones and the internet to stay in touch with their clients, they’ve also found that some of these social media sites are another avenue to reach potential homebuyers and sellers,” said Jessica Lautz, NAR’s vice president of demographics and behavioral insights.
Seventy percent of members said they have a website for business use, reporting they have typically had their site for five years. Agents were typically the most active on Facebook, LinkedIn and Instagram.
Business Characteristics of REALTORS®
Sixty-five percent of those surveyed stated they have sales agent licenses, down from 68% in 2019. Twenty-two percent hold broker licenses, and 15% have their broker associate license. Seventy-three percent of members indicated they specialize in residential brokerage. Brokers generally work in business specialties including commercial brokerage and property management. Broker associates tend to primarily specialize in residential brokerage, while sales agents are more likely than other licensees to specialize in relocation.
Eighty percent said they were certain they will remain active in the industry for two more years, consistent with responses from previous years.
Business Activity of REALTORS®
“Low inventory continues to be a problem,” said Lautz. “Pre-pandemic, housing supply was the number one hurdle holding back potential buyers, but we continue to be faced with a great deal of pent-up demand but not enough homes.”
For the seventh consecutive year, difficulty finding the right home exceeded housing affordability as the greatest factor limiting potential clients from buying. Housing affordability continues to be the second-most important factor limiting potential clients.
The typical member generated 15% of their business from past clients and customers, a marginal increase from 13% the previous year. More experienced members noted a greater share of repeat business from clients – a median of 39% for those with 16 years or more experience, compared to no repeat business activity for those with two years of experience or less. In general, Realtors® earned 20% of their business from referrals, an increase from 17% last year. Referrals were the most common among agents with more experience – a median of 29% for those with 16 years or more experience, compared to no referrals for those with two years of experience or less.
Office and Firm Affiliation of REALTORS®
Forty-two percent of members worked at a one-office firm and 24% worked at a firm with two to four offices. The typical agent had been with their current firm for four years. Mergers and consolidations affected about one in 10 REALTORS®. in 2019. Most members reported that they were independent contractors, with firm-provided benefits proving uncommon. Of agents receiving benefits from their firm, errors and omissions (liability insurance) was most commonly cited.
Demographic Characteristics of REALTORS®
“REALTORS® are one of the most diverse collection of professionals in any industry in this country, and this survey shows that real estate continues to be a field that is welcoming of Americans from all backgrounds,” said NAR President Vince Malta, broker at Malta & Co., Inc., in San Francisco, Calif. “While the industry and our members were hit tremendously hard by the coronavirus outbreak, hardworking REALTORS® are leading America’s economic recovery as our nation slowly reopens and works to adjust to this new normal.”
Sixty-four percent of all REALTORS® were women, a decline from 67% in 2018. Only 5% of members said real estate was their first career. Seventy-three percent said that real estate was their only occupation.
REALTORS®.’ marital status was largely unchanged from the previous year, as 69% were married, while 16% were divorced and 10% were single or never married. The average member household had two adults and no children.
Eighty-two percent of members said they were fluent only in English. This share has remained largely flat since 2003 when the question was introduced. Agents under 50 years old were most likely to be fluent in another language. Spanish was the most common second language for members. Among all REALTORS®, 13% said they were born outside of the United States.
If you are thinking about buying or selling a home, contact a REALTOR® today. Members of the Lorain County Association of REALTORS® care about the community in which they live, work and support. Lorain County offers a wide variety of housing choices.
Do your research and take advantage of the many housing opportunities right here in Lorain County. We are fortunate to live in a region with such vast offerings. From big to small, country to city ... it's available in Lorain County! Our proximity to highway and freeway access provides great commute options both east and west! Contact your LoCAR REALTOR® member today.
The Lorain County Association of REALTORS® is an industry trade association representing licensed real estate sales agents in Lorain County who are members of the National Association of Realtors® (NAR) and the Ohio Association of REALTORS® (OAR). As members of NAR these licensed real estate agents have earned the REALTOR® designation and they pledge to protect the rights of homeownership and conduct their real estate business abiding by the NAR Code of Ethics.
The Lorain County Association of REALTORS® is one of more than 1,200 local boards and associations of REALTORS® nationwide that comprise the National Association of REALTORS®. The National Association of REALTORS® is America’s largest trade association, representing more than 1.4 million members involved in all aspects of the residential and commercial real estate industries.
REALTOR® is a registered collective membership mark which may be used only by real estate professionals who are members of the National Association of REALTORS® and subscribe to its strict Code of Ethics. Not all real estate sales agents are REALTORS®. All REALTORS® are members of NAR along with their State and Local Association.