THE SOURCE - Fall 2016 - (Page 35)

marketing matters The Realtor - The Forgotten Ally By Jon Christiansen, Ph.D. The Home Purchase - Realtor Represents the Buyer When I purchased my first home, I, like many first-time home buyers, pled rationally ignorant to the benefits of natural gas. and ironically, of the 10 or so house showings, my offer went the way of the only house with natural gas. My Realtor was adamant about how much I would appreciate natural gas due to the ease of cooking, reliability, and most notably, the cost reduction in winter months. fast forward to 2016, I was reflecting on my experience and contemplating whether mine was typical of the homebuyer journey. Conventional wisdom suggests that my experience is likely common. Many Realtors walk through more homes a year than I have in my lifetime. and in every walk-through, Realtors size up the features of the home. So maybe it is safe to assume that Realtors are vigilant to the benefits of natural gas. But is this correct, and if so, what is the potential magnitude of the Realtor perception to the natural gas industry? To answer this question and other similar questions, Sparks Research conducted a national study, surveying 300 Realtors about natural gas topics and issues. We were running with a few key questions through the study. first, does a home's energy source sway a Realtor's recommendations to a client? and second, in which direction would this sway a Realtor's recommendation? and perhaps most importantly, what would a Realtor's recommendation pitch sound like? Interestingly, two-thirds of those we surveyed noted that the energy source would sway the recommendation to a client. But the critical question remains-toward which source? Realtors recommending one home over another due to the home's energy source are five times more likely to call out natural gas as the recommendation. The most commonly named attributes about the natural gas pitch include: cheaper/ cost effective (25 percent of Realtors), client prefers natural gas (eight percent of Realtors), preference for natural gas appliances (seven percent of Realtors) and more efficient (six percent of Realtors). interestingly, two-thirds of those we surveyed noted that the energy source would sway the recommendation to a client. But the critical question remains-toward which source? REALTORS OVERWHELMINGLY RECOMMEND NATURAL GAS OVER ELECTRIC additionally, Realtor beliefs about natural gas are very favorable. Realtors are nine times more likely to agree than disagree that cooking is easy, nearly six times more likely to claim natural gas is reliable, and nearly four times more likely to claim its efficiency over other sources. continued on page 36 THE SOURCE | fall 2016, vOl. 9, ISSUE 1 35 »

Table of Contents for the Digital Edition of THE SOURCE - Fall 2016

First Person
APGA Events
Q&A: Representative Blackburn
A Successful CNG from Sea to Shining Sea Road Rally
Richmond Breweries Tout Benefits of Natural Gas
Presidential Candidates Outline their Energy Plans
The Rising Cost of Natural Gas Transport
CNG for Public Transportation
APGA Hosts Second Southeast Tour
Legislative Outlook
The Pipeline
Marketing Matters
Advertisers’ Index/ Advertiser.com
At Last

THE SOURCE - Fall 2016

https://www.nxtbook.com/naylor/PGAQ/PGAQ0218
https://www.nxtbook.com/naylor/PGAQ/PGAQ0118
https://www.nxtbook.com/naylor/PGAQ/PGAQ0417
https://www.nxtbook.com/naylor/PGAQ/PGAQ0317
https://www.nxtbook.com/naylor/PGAQ/PGAQ0217
https://www.nxtbook.com/naylor/PGAQ/PGAQ0117
https://www.nxtbook.com/naylor/PGAQ/PGAQ0416
https://www.nxtbook.com/naylor/PGAQ/PGAQ0316
https://www.nxtbook.com/naylor/PGAQ/PGAQ0216
https://www.nxtbook.com/naylor/PGAQ/PGAQ0116
https://www.nxtbook.com/naylor/PGAQ/PGAQ0415
https://www.nxtbook.com/naylor/PGAQ/PGAQ0315
https://www.nxtbook.com/naylor/PGAQ/PGAQ0215
https://www.nxtbook.com/naylor/PGAQ/PGAQ0115
https://www.nxtbookmedia.com