Real Estate Claims and Research Objectives
An international real estate brand engaged MMR Strategy Group to measure the preferences of Canadian and U.S. recent home buyers and sellers, and people intending to buy or sell in the next 12 months. They wanted to substantiate the claim that they were the brand that buyers and sellers were most likely to recommend. MMR designed surveys to measure awareness of the brand and recommendation of the brand above others, to support the brokerage’s advertising claims.
MMR Survey Methods and Modes for Measuring Real Estate Claims
MMR conducted online surveys using qualified respondents with the following criteria: must live in the U.S. or Canada, and either bought or sold a home in the past 12 months or intended to buy or sell in the next 12 months. Age and income profiles were set in accordance with National Association of Realtors reports, and were adjusted using Canadian census data. MMR conducted surveys regionally in the U.S., using the four U.S. Census regions, and by province in Canada. Interviews in both Canada and the U.S. were proportionate to home sales and purchases in the areas.
We conducted the survey in either English or French, and respondents answered the survey questions directly. Respondents were recruited via online panel companies, which maintain lists of people who have agreed to take surveys from time to time. The awareness survey we designed used questions that measured awareness with and without prompting respondents’ memories, the brokerage respondents were most likely to consider, and the brokerage respondents were most likely to recommend. As always, our surveys conformed to best practices for survey research, including selection of questions and asking questions about only a single concept.
MMR’s awareness surveys for both Canada and the U.S. substantiated the following claims:
- Brokerage is one of the most well known in the U.S. (Awareness)
- Brokerage is among the most likely to be recommended in the U.S. (Likelihood to Recommend)
- Brokerage is one of the most likely to be considered in the U.S. (Likelihood to Consider)
- Brokerage is the most well known in Canada (Awareness)
- Brokerage is the most likely to be recommended in Canada (Likelihood to Recommend)
- Brokerage is the most considered in Canada (Likelihood to Consider)
MMR Strategy Group provided the data and documentation to support this international real estate brokerage’s claims. If you require ad compliance substantiation, contact MMR today.