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Seeking to understand how real estate agents are perceived within the state, the Real Estate Institute of Queensland (REIQ) commissioned a survey, the results of which seem to counter the usual narrative.
Working with Honeycomb Strategy, which conducted the poll between 6 October and 5 November 2021, REIQ discovered that 74 per cent of the general public would describe real estate agents in a positive manner.
This runs somewhat at odds with recent studies that have found real estate agents are judged by the public to be among the most unethical professional groups, second only to politicians.
The survey, which attracted 400 respondents, found that Queenslanders regarded agents as friendly – with 45 per cent listing that as an attribute they’ve come to expect from industry professionals – helpful (44 per cent) and accessible 30 per cent.
REIQ chief executive Antonia Mercorella said the results showed that Queensland real estate professionals have worked to maintain a good relationship with their clients.
“When you consider that Australian real estate agents don’t typically rate very well when national rankings of professional perception are released, this survey shows that Queensland agents have bucked this national trend and created a positive public image of themselves,” Ms Mercorella said.
“Due to the nature of the profession, real estate agent conduct is constantly on display and, in Queensland, agents have demonstrated they stand out from the rest and set the benchmark for professional standards in the industry.”
But Ms Mercorella noted that the survey results wouldn’t lure the organisation into complacency.
“That’s not to say there’s no room for improvement in our state’s sector. Through our industry training courses, seminars, events and endorsement of continuous professional development, the REIQ, as the peak body for real estate professionals, is committed to understanding and addressing weaknesses in our industry to raise the bar of professionalism even higher,” she said.
The industry body also took note of the attributes respondents said they valued most highly when choosing a real estate agent to represent them.
Out of 16 options, Queenslanders, by and large, said they needed to feel their agent was trustworthy. After that, they judged them on friendliness, communication skills, and customer reviews.
Ms Mercorella commended Queensland’s agents for maintaining good customer relationships during a hot market that increasingly put them under pressure.
“In order to operate successfully and uphold a good reputation in this fast-moving market, real estate professionals have adopted new technology, learned to work smarter and have put in more hours to ensure they can respond to large volumes of enquiry in a timely manner,” she said.
“These efforts aren’t always seen by the broader community, but the REIQ is continually heartened by the quality and integrity of professionals within our sector and membership”.
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