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Real Estate Agent Target Marketing: Are Buyers Drawn Towards Particular Real Estate Agents?

Author

Listed:
  • Aaron Arndt
  • David M Harrison
  • Mark A. Lane
  • Michael J. Seiler
  • Vicky L Seiler

Abstract

We investigate whether customers' overall impression of online property listings can be influenced by the real estate agent, and whether this influence depends on the customer's demographic characteristics. A sample of 1,594 potential homebuyers took an online audio/visual tour of a typically priced home in their area. Subjects were shown one of eight conditions in which we varied agent gender (male/female), agent attractiveness (attractive/less attractive), and pathos (used/not used). The results show that segments of customers are drawn to different real estate agents, but contrary to our expectations, customers were not necessarily drawn to similar agents or more attractive ones.

Suggested Citation

  • Aaron Arndt & David M Harrison & Mark A. Lane & Michael J. Seiler & Vicky L Seiler, 2017. "Real Estate Agent Target Marketing: Are Buyers Drawn Towards Particular Real Estate Agents?," Framed Field Experiments 00629, The Field Experiments Website.
    • Handle: RePEc:feb:framed:00629
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    References listed on IDEAS

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    1. Sean P. Salter & Franklin G. Mixon & Ernest W. King, 2012. "Broker beauty and boon: a study of physical attractiveness and its effect on real estate brokers’ income and productivity," Applied Financial Economics, Taylor & Francis Journals, vol. 22(10), pages 811-825, May.
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    4. Springer, Thomas M, 1996. "Single-Family Housing Transactions: Seller Motivations, Price, and Marketing Time," The Journal of Real Estate Finance and Economics, Springer, vol. 13(3), pages 237-254, November.
    5. Andreoni, James & Petrie, Ragan, 2008. "Beauty, gender and stereotypes: Evidence from laboratory experiments," Journal of Economic Psychology, Elsevier, vol. 29(1), pages 73-93, February.
    6. Jerry T. Haag & Ronald C. Rutherford & Thomas A. Thomson, 2000. "Real Estate Agent Remarks: Help or Hype?," Journal of Real Estate Research, American Real Estate Society, vol. 20(1), pages 205-215.
    7. Brown, Jacqueline Johnson & Reingen, Peter H, 1987. "Social Ties and Word-of-Mouth Referral Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 350-362, December.
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    Cited by:

    1. Popov, Alexander, 2022. "The division of spoils in a booming industry," Journal of Economic Behavior & Organization, Elsevier, vol. 198(C), pages 341-369.

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