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Factors Related to the Selection of a Real Estate Agency or Agent

Authors: Joyce M. Johnson, Hugh O. Nourse, and Ellen Day

Start Page: 109
End Page: 118
Volume: 3
Issue Number: 2
Year: 1988
Publication: Journal of Real Estate Research

Abstract: Real estate firms attempting to maintain or increase their market share want to know the characteristics of the firm or individual agents that are important to market participants. A survey of homeowners conducted during August 1987 found the following: 1) the individual agent is more important than the firm itself in the selection of a real estate firm; 2) knowing an agent of the firm was the primary factor considered in the selection of a real estate firm; and 3) agent characteristics of selling ability, competence, integrity, knowledge of the market, and understanding the client's needs and concerns were most important.

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