What Consumers Really Want In Their Homes!
This is an excellent post with great information. Thanks for sharing it.
Have a super fantastic week!
Joe Jackson, Realtor-KWCP
Recently, separate surveys were conducted by Cynthia Adams, Co-Founder, Pearl Certification to two different groups - consumers and real estate agents.
The Article, "The Big Disconnect - What Byers Want Versus What Agents Think they Want."
The intent - to gauge an understanding of how consumers and real estate agents think about traditional versus energy efficient/sustainable features. WOULD THEY CHANGE THE IMPORTANCE OF A FEATURE IF THEY KNEW THE BENEFIT?
The list of features provided to the public and real estate agents included floor plans, stainless steel appliances, and heat pumps; traditional features in a home feature list.
The same list of respondents were then given the same list THAT THEY HAD PREVIOUSLY SELECTED BUT BENEFITS WERE INCLUDED.
After seeing the benefits of the same list of features, consumers revised their responses as to importance of the feature. For instance, if they rated air sealing as #9 on their list of important features, that same benefit is now changed to #5.
It's critically important to note the real estate agents responses to the same list of features that now included benefits. REAL ESTATE AGENTS DID NOT CHANGE THE NEW LIST, EVEN THOUGH THE BENEFITS WERE PROVIDED.
The Above graphic is from a 2017 Survey by the National Association of REALTORS® to realtors of their understanding of energy efficient features.
It's interesting what features consumers want and what real estate agents THINK consumers they want. When given the opportunity to understand indoor air quality, comfort, and better efficiency measures, the public will change which features are more important to them. But when given the same long list of features, agents don't change what they think the home buying public prefers, even though the benefits are listed.
The correlation between the two responses directly relates to the real estate agents' understanding and comprehension of energy efficient features and their importance to the home buying public!
Why the disparity? Simple. Agents aren't informed of features that provide better comfort and indoor air quality, energy efficiency or any other feature that they don't understand.
So I ask, "Why use an agent that doesn't understand what's important to today's consumers?"
THIS is the main reason I've focused on teaching agents how to understand, value and market these features on the MLS since 2012! If you're looking for an agent who understands what the public wants, can explain these features, then contact me.
HomeSmart Elite Group
8388 E Hartford Dr., Suite 100
Scottsdale, AZ 85255
(602) 620-2699 DIRECT
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