Illinois REALTOR® Magazine 2009 Reader Survey

In June we surveyed a random sample of 5,000 magazine readers to find out what they value most in the magazine, about their social media habits and what big issues they see on the horizon that will impact their real estate business business. Here are some highlights.

What information do REALTORS® value most? 1) legal Q&A, 2) housing market and economic analysis 3) Illinois legislative updates 4) sales & marketing tips 5) industry trends, and 6) technology tips.

• 94% rate the magazine excellent or good 

What do readers get from Illinois REALTOR® Magazine they don’t get anywhere else? Legal, legislative and market knowledge tailored to the Illinois REALTOR® - "It’s the one place I look for Illinois information, unbiased and current."

• Readers are split 50/50 whether or not they would flip through a digital online version of the magazine and read the articles.

• 69% would very likely or likely click on links in a digital online magazine to access more information online.

Pros/cons for reading the magazine online in a digital format? Pro: “Save trees!" Con: "More time at the desk!” Some like the hard copy and think they spend too much time online already; many want the opportunity to “go green” and get it digital especially if it would save costs.

• Most say they access the IAR Web site (www.illinoisrealtor.org) monthly (34.7%) or quarterly (24.3%); 18.3% say they access it weekly, 2.5% daily and 11.4% never.

• Facebook is the most common social media tool used by Illinois REALTORS® to promote their real estate business (50.5%), while others have ventured into LinkedIn (38.1%) and YouTube (10.9%). One commented “I’m 75 years old and am in the process of joining Facebook!”

• 34.7% use no social media tools for their business.

• Among the popular blogs read are ActiveRain, Crain’s Chicago Business, Trulia, Remax.net, RealTown, Zillow, Homegain, Sellsius, Mytechopinion, AgentGenius.

Top issues on the horizon that will greatly impact the business: foreclosures, short sales, bank lending practices, financing hurdles, price stability, home values, appraisals, the economy, job rate, rising interest rates, business consolidation, Web (social media, gen x/y marketing), end of the first-time homebuyer tax credit.

Topics readers would like to see covered in the magazine: short sales, foreclosures, specific market info and trends, low-cost marketing tips, ethics issues, condo market, updated forms, stories about people who made it in this soft market, info to help us educate consumers, inexpensive tech, problem-solving section, mortgage industry, health care benefits for REALTORS®.

Tell us what you think! Send your comments and story ideas to iarnews@iar.org.