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Few Consumers Know What Brokers Do

Posted: 12 June 2007 by John Huval
Home Buying

Sally Duros — Chicago Sun-Times, June 2007

A new survey by the Washington, D.C.-based Consumer Federation of America reveals that while 84 percent of consumers have a favorable opinion of real estate agents and brokers, many of them lack an understanding of the services that real estate professionals provide.

Just 36 percent of those polled said they had “a lot” of knowledge about what agents and brokers do, and only 34 percent understood that the multiple listing service typically has the most comprehensive data about for-sale properties.

On the topic of commissions, 41 percent of respondents said they thought the real estate industry imposed the exact percentage and 13 percent thought commissions were governed by state law. Only 26 percent were aware that compensation is negotiable.

Additionally, the research found most consumers are wary of dual agency because they think that conflicts of interest make it unlikely that a single agent can effectively represent both sides of the transaction.

“To some extent it’s incumbent on the customer to ask questions,” said Michael Golden, president elect of the Chicago Association of REALTORS®, and a partner of @properties. However, he adds: “It is [also] incumbent on the practitioner to be open and honest.”

Realtor News Central Copyright© 2007

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