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AG Flash Poll results – the Realtor brand & NAR politics

AG Flash poll results

This is the first time in quite a while that our polling has resulted in a series of answers that border on shocking. Last week, we asked three questions about the Realtor brand via poll.

We asked who is most responsible for the REALTOR® brand, if the messaging behind the brand is effective and if the National Association is more liberal or more conservative?

The results:

Analysis of the results:

Who is most responsible for the Realtor brand? This question was asked to determine whether the industry feels that they themselves are responsible for ushering the brand or if they hold their local, state or national association responsible. While many people indicated the brand responsibility lies on themselves, an overwhelming 59% noted that the National Association of Realtors is responsible. Perhaps because of the sheer size and power of the NAR in comparison to state or local associations, the majority feel it is up to them to manage the brand.

As the saying goes, with great power comes great responsibility. As people hold the NAR accountable for the brand, 77% believe the messaging behind the Realtor brand is ineffective with the implication that the NAR is not managing the brand suitably according to the AG Flash Poll.

We all know that the NAR is a large organization with many moving parts, so we thought it would be interesting to ask if people perceive the NAR as more conservative than liberal. The majority answered that they feel the association is more conservative which is intriguing given the sheer diversity of NAR staff, so we wonder if this perception is based on policies or interaction with staff? If the perception were true that the NAR was centrist, the poll would have been more balanced than skewed to conservative.

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We sought to ask these questions not knowing that so much emphasis would be put on the national level, but even in comments unrest was implied. All three questions are based on Realtors’ perception, so it might not be true that the NAR is conservative in nature, but members believe it to be so, and true or not, they believe NAR is responsible but not effective with the Realtor brand.

These results are curious- if all real estate is local, then why so much emphasis on the national level?

We’re now asking new questions about Realtors’ perceptions on consumer expectations and invite you to take the quick poll.

Lani is the COO and News Director at The American Genius, has co-authored a book, co-founded BASHH, Austin Digital Jobs, Remote Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.



  1. Ken Montville

    May 11, 2010 at 4:18 pm

    Interesting stuff. I understand NAR is contemplating raising dues to cover the cost of increasing “public awareness” as the NAR calls it. I wonder how many Realtors would say it’s NAR’s responsibility to build the brand when they are doing so with member’s dues dollars.

    I think the liberal/conservative question might be misunderstood. If I had answered the poll, I might have misunderstood the question to mean “the members” of the NAR. I can’t believe a lot of respondents actually interact enough with staff at NAR to form an opinion about the liberal/conservative orientation.

    Still, interesting results.

    • Benn Rosales

      May 11, 2010 at 4:24 pm

      Ken, you have it correct, it’s on the whole. The analysis is simply posing food for thought on what may drive that perception.

  2. Sam Chapman

    May 12, 2010 at 1:28 pm

    I think the NAR campaign has been a waste of time and money. The same thing goes for “I am a Texas REALTOR.” I don’t think the public cares and that is mainly because they don’t know that to be a REALTOR, a licensed agent must be a member of NAR. It is similar to many disignations. I coule put AAGG on my business card and nobody may ever ask what it stands for, which by the way is all around great guy!

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