Brokerages affiliated with franchisors Prudential Real Estate, Re/Max and Century 21 scored higher than average in overall customer satisfaction among first-time buyers in a J.D. Power study measuring customer satisfaction among first-time and repeat homebuyers and sellers among the nation’s largest real estate companies.
In general, overall satisfaction with real estate companies was higher among consumers who had bought or sold a home before, compared to first-time buyers and sellers. On a 1,000-point scale, the average score among repeat homebuyers was 817, and 803 among repeat home sellers, compared with the industry average of 797.
Companies affiliated with Prudential Real Estate ranked highest with first-time homebuyers in overall customer satisfaction (811), followed by Re/Max (798) and Century 21 (797). Companies affiliated with Coldwell Banker (792) and Keller Williams (787) scored below average. Among first-time sellers, Prudential Real Estate (809), Keller Williams (802), Re/Max (800) and Century 21 (799) were tops, with Coldwell Banker (780) scoring below average.
“Real estate companies remain challenged in adapting their customer service approach to best meet the needs of first-time homebuyers and sellers,” said Christina Cooley, director in the diversified services industries practice at J.D. Power, in a statement.
“They need to educate these customers by explaining the current state of the market, discuss foreclosure and short-sale transactions, and walk them through every step of the closing process.”
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