Coldwell Banker Real Estate LLC conducted an online survey from Q4 2021 to Q1 2022. The survey included nearly 1,500 real estate advisors in the United States, ranging in age from 21 to 75. This week the brand published the results of the survey, which asked industry professionals what they value in their careers. The report's findings revealed that advisors' real estate priorities are now more important than ever.
The profession of property advisor is highly desirable. Sixty percent of real estate advisors surveyed said the pandemic has had no impact on their future career as an advisor and 25% said their interest in becoming an advisor has increased. For the third year in a row, Coldwell Banker® ranked number one in real estate advisor satisfaction. Advisors within the network said they would definitely recommend the brand to other advisors.
The dynamic and vibrant market means there's no need to leave. Only 9% of all advisors surveyed across all brands report that they plan to change affiliation this year (compared to 20% in 2020). Advisors who are willing to join Coldwell Banker® rank highest on the following points: State-of-the-art technology and tools: 98% Strong brand image: 97% Increased ability to navigate the future of real estate - 97% More knowledgeable advisors: 96% Local experts: 94% Recognised by buyers/sellers: 93% Furthermore, according to the survey results, Coldwell Banker® advisors are less likely to change brands over the next two years than advisors in any other real estate network.
This translates to a growing affinity for Coldwell Banker® network advisors and also adds that their opinion of Coldwell Banker® is significantly stronger than that of any other brand. Top reasons for departure Focusing on advisors who are not part of Coldwell Banker®, a portion chose to leave their firm with numerous factors at play. According to the survey, the reasons why advisors not affiliated with Coldwell Banker® left their former brand were as follows:
- Commissions: 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 attract and retain top talent. A remarkable brand reputation will ultimately prevail, as most advisors agree that their firm's reputation is important to the success of their business.
This sentiment is even more strongly believed among Coldwell Banker® affiliated advisors. Coldwell Banker® brand tools and network support are unparalleled, and the affiliated advisors 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 advisors. "Their reputation is second to none. Everyone recognises the brand and associates it with excellence and professionalism," said one Coldwell Banker® respondent. "I appreciate their reputation and Coldwell Banker® has helped me in my transactions and has helped me in my recruiting efforts. "The company is very ethical and the management is great. They are very responsive to the needs of advisors and the company has a great reputation. My clients are aware of Coldwell Banker's® reputation, so it makes it easy to do business.