ANNUAL REPORT REVEALS AGENT SENTIMENT AND
RANKS THEIR PRIORITIES
Coldwell Banker Real Estate ranked higher than
any other brand in agent satisfaction
MADISON,
N.J., May 2, 2022 /PRNewswire/ -- Coldwell
Banker Real Estate LLC, a Realogy (NYSE: RLGY) company, today
announced the results of its annual agent priority report,
conducted by Quester among agents and brokers across top national
real estate brands to keep a finger on the pulse of what real
estate professionals value in their careers. In a time when the
Great Resignation has posed a threat to many American workplaces,
and competition for exceptional agent talent is substantial, the
real estate industry may not be experiencing an exodus of current
sales agents. The report's findings reveal that agent priorities
among the real estate brokerage community are now more important
than ever.
Real estate is a desirable profession.
- Citing work/life balance, increased income and gratitude for
having a job, 60% of agents surveyed say the pandemic has had no
impact on their future career plans as an agent, and about
25% say it has made them more interested in remaining an
agent.
- For the third time, Coldwell Banker Real Estate ranked #1 in
agent satisfaction. Coldwell Banker agents surveyed said they
were extremely or very likely to recommend their current company to
another agent.
No need to leave.
A hot market makes for happy agents, with only 9% of all
surveyed agents across all brands reporting that they plan to
switch affiliation this year (vs. 20% in 2020).
- What matters most among agents open to affiliating with
Coldwell Banker?
-
- Leading edge tech & tools: 98%
- A strong brand image: 97%
- Best equipped to navigate future of real estate: 97%
- Most knowledgeable agents: 96%
- Local expertise: 94%
- Recognized by buyers/sellers: 93%
- Coldwell Banker affiliated agents are less likely to change
affiliation in the next two years than any other company's agents
according to survey results.
-
- Agent Affinity is Growing: Agents affiliated with
the Coldwell Banker brand are less likely to change affiliation in
the next two years than any other company's agents.
- Gold Star Opinion: Agents' opinion of the Coldwell
Banker brand is higher than any other real estate brand.
The top reasons for leaving.
- For those agents not affiliated with Coldwell Banker who
chose to leave their company, numerous factors were at play.
According to the survey, reasons why agents who were not
affiliated with Coldwell Banker left their previous brand
included:
-
- Commission: 46%
- Referrals/Leads: 40%
- Team Support: 36%
- Better Tools: 31%
- Better Training: 27%
- Culture: 25%
- Local reputation: 20%
Brand reputation is key.
Real estate brands have more competition than ever to retain and
attract their top talent. A notable brand reputation will prevail,
as most agents agree that their company's reputation is important
to their business success. This sentiment is believed even more
fervently among Coldwell Banker affiliated agents.
Coldwell Banker brand tools and network support are
unmatched, and affiliated agents surveyed have a lot to say about
their experiences:
"People trust the Coldwell Banker brand, and I get referrals
because I work there. They also have a lot of training and support
for new or busy agents. There are so many apps available, such as
Listing Concierge, MOXI and InTouch that help me stand out from
other agents."
"Its reputation is unmatched. Everyone recognizes the brand and
correlates it to excellence and professionalism," said one Coldwell
Banker survey respondent. "I appreciate its reputation and Coldwell
Banker has assisted me in my transactions and assisted me in
gaining listings."
"The company is very ethical, and the top people are great. They
are very responsive to the agents' needs, and the company enjoys a
great reputation. My customers and clients realize Coldwell
Banker's reputation, so it makes it easy to do business.
CLICK TO TWEET:
Partner with a meaningful brand. Agents' opinion of the
@ColdwellBanker brand is higher than any other #realestate brand,
according to our 2022 Agent Priority Report
https://blog.coldwellbanker.com/2022-agent-priorities/ #CBProud
QUOTES:
"At Coldwell Banker, we take immense pride in ensuring that the
tools, services, and education we provide to our affiliated agents
enable them to thrive. This survey, along with our significant
recruitment and retention statistics, is confirmation that we are
succeeding in our efforts and delivering the value that our agents
deserve to build their book of business. They are also confident in
knowing that we honor and respect them as individuals and esteemed
members of our Coldwell Banker family. We warmly invite all agents
to come and explore the power of the Coldwell Banker brand."
- M.
Ryan Gorman, CEO of Coldwell Banker
Real Estate LLC
"The guidance of our agents is unmatched in the industry, and we
are committed to understanding the priorities of real estate agents
in order to deliver what matters most to our network. We believe
our depth of care, our suite of production-boosting resources and
our inspiring culture make Coldwell Banker Real Estate an
extraordinary home for real estate professionals. It's a commitment
we call the Coldwell Banker Way."
-
David Marine, CMO of Coldwell
Banker Real Estate LLC
Survey Methodology
This survey was conducted online
within the United States by
Quester on behalf of Coldwell Banker Real Estate from Q4 2021 – Q1
2022, among 1,405 licensed real estate agents or brokers that work
primarily in residential real estate aged 21-75. Quotes
provided by affiliated agents are anonymous, but all interviewed
consented to having their statements anonymously published.
About Coldwell Banker Real Estate LLC
Powered by
its network of over 100,000 affiliated sales professionals in
approximately 2,200 offices across 40 countries and territories,
the Coldwell Banker® organization is a leading provider of
full-service residential and commercial real estate brokerage
services. The Coldwell Banker brand prides itself on its history of
expertise, honesty and an empowering culture of excellence since
its beginnings in 1906. Coldwell Banker Real Estate is committed to
providing its network of sales professionals with the tools and
insights needed to excel in today's marketplace and is known for
its bold leadership and dedication to driving the industry forward.
The brand was named among the 2022 Women's Choice Award® Most
Recommended brands for customer experience and overall quality.
Blue is bold and the integrity and values of Coldwell Banker give
the Gen Blue network an unbeatable edge. Coldwell Banker Real
Estate LLC fully supports the principles of the Fair Housing Act
and the Equal Opportunity Act. Each office is independently owned
and operated. To join Coldwell Banker Real Estate and unlock the
possibilities of Gen Blue®, please
visit www.coldwellbanker.com/join.
About Realogy Holdings Corp.
Realogy Holdings Corp. (NYSE: RLGY) is moving the real estate
industry to what's next. As the leading and most integrated
provider of U.S. residential real estate services encompassing
franchise, brokerage, relocation, and title and settlement
businesses as well as a mortgage joint venture, Realogy supported
approximately 1.5 million home transactions in 2021. The company's
diverse brand portfolio includes some of the most recognized names
in real estate: Better Homes and Gardens® Real
Estate, CENTURY 21®, Coldwell Banker®, Coldwell
Banker Commercial®, Corcoran®, ERA®, and Sotheby's
International Realty®. Using innovative technology, data and
marketing products, high-quality lead generation programs, and
best-in-class learning and support services, Realogy fuels the
productivity of its approximately 196,700 independent sales agents
in the U.S. and approximately 136,700 independent sales agents in
118 other countries and territories, helping them build stronger
businesses and best serve today's consumers. Recognized for ten
consecutive years as one of the World's Most Ethical Companies,
Realogy has also been designated a Great Place to Work four years
in a row and is one of LinkedIn's 2021 Top Companies in the U.S.
and honored on the Forbes list of World's Best Employers 2021.
Media
Inquiries:
|
|
Athena Snow
|
Deanna
Gorecki
|
Coldwell Banker Real
Estate LLC
|
G&S for Coldwell
Banker Real Estate LLC
|
973.407.5590
|
516.233.9446
|
Athena.Snow@coldwellbanker.com
|
DGorecki@gscommunications.com
|
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SOURCE Coldwell Banker Real Estate LLC