Keller Williams Realty Tops in Customer Service

J.D. Power and Associates Reports: Importance of Extra Services Increases as Home Buyers and Sellers Seek Value From Real Estate Companies.

Among Home Buyers, Keller Williams Ranks Highest in Customer Satisfaction for a Second Consecutive Year, While Coldwell Banker Ranks Highest among Home Sellers. The study, now in its second year, measures customer satisfaction of home buyers and sellers with the largest national real estate companies. Overall satisfaction is determined by examining three factors for the home-buying experience: agent (47%); office (28%); and package of additional services (25%). Four factors are examined for the home-selling experience: agent (34%); marketing (34%); office (17%); and package of additional services (15%).

For both buyers and sellers, the agent is still the most important driver of overall satisfaction. However, the importance of agents has declined substantially from 2008, while the importance of additional services has increased considerably - by 12 percentage points among buyers and 8 percentage points among sellers.
"In a tight market, every aspect of service offered will be scrutinized very closely," said Jim Howland, senior director of the real estate and construction practice at J.D. Power and Associates. "For this reason, it is critical for real estate companies to promote the value that they bring to buyers and sellers, not only in any additional services they offer, but
also in their agents and operations."

In the home-buyer segment, Keller Williams ranks highest for a second consecutive year, with a score of 806 on a 1,000-point scale. Keller Williams also performs particularly well in the agent factor. Following in the rankings are Coldwell Banker (801) and RE/MAX (798). Coldwell Banker performs particularly well in the office factor.

Among home sellers, Coldwell Banker ranks highest with a score of 815 and performs particularly well in all four factors. Keller Williams follows Coldwell Banker in the segment ranking with a score of 801.

The study finds that the proportion of first-time home buyers has increased considerably -- to 56 percent in 2009 from 44 percent in 2008. Many of these first-time buyers may be attracted by improved home affordability and the perception of a strong buyer's market.
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