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Clients :
National
Association of REALTORS®
 An
Ethnography of Home Buying and Selling
The National Association of REALTORS® wanted to help their members understand the evolving nature of the REALTOR®-client relationship, especially with respect to the increasing role of the Internet in the real estate transaction. Context anthropologists met with REALTORS® and clients (homebuyers and sellers) throughout the United States. In addition to an in-depth interview, each of the homebuyers and sellers also completed a photo journal exercise, chronicling their real estate experience over a period of time. Researchers also accompanied REALTORS® on “ride-alongs”, watching as they worked and interacted with clients. The study resulted in a new, deeper understanding of the REALTOR® - client dynamic, offering REALTORS® actionable insight into how to most effectively work with clients. This insight informed the creation of a new Public Awareness campaign, and was delivered directly to NAR members in the form of a magazine-style report and a presentation given at the annual national convention. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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