Demographics
| Median Age | 54 |
| Female/Male | 65% / 35% |
| Median Household Income | $116,700 |
| Married | 69% |
| Registered to Vote | 95% |
| Veterans/Active Duty Service Member | 12% / 1% |
| Obtained Bachelors Degree+ | 51% |
| Homeownership | 82% Primary Residence / 37% Secondary Property |
| Community Volunteers | 66% |
Readership
REALTOR® Magazine readers are engaged with the publication.
| 79% |
Read both the articles and advertisements in REALTOR® Magazine |
| 25.5 minutes | Average time spent reading REALTOR® Magazine |
| 85% | Readers who report taking action during the past year such as recommending products/services, or requesting additional information/visiting an advertiser’s website as a result of reading REALTOR® Magazine |
| 65% | REALTOR® Magazine readers say they are more likely to trust a company that advertises its products/services in the publication |
| 55% | REALTOR® Magazine readers said they are more likely to click an online ad if they’ve seen the advertiser’s message in the publication |
| 85% | REALTOR® Magazine readers prefer the print magazine vs. the digital edition |
| 1.9 | Average readers per copy (includes those receiving the publication and those passed along to colleagues) |
Profession publications received and read regularly.
100% |
REALTOR® Magazine |
| 8% | Bloomberg Business |
| 12% | Fortune |
| 21% | INMAN News (digital) |
| 7% | The Residential Specialist |
| 12% | RIS Media Magazine |
Readers look to REALTOR® Magazine as a resource for:
| 58% | Closing Gifts |
| 48% | Education/Training |
| 56% | Home Inspection Services |
Trusted Influencers
REALTORS® refer service providers to their clients.
86% recommend products and services to their clients.
REALTORS® Recommend:
| 53% | Homebuyer assistance programs |
| 62% | Home warranty/residential service contract |
| 48% | Homeowner’s insurance |
| 86% | One or more product categories |
Profession News
REALTOR® Magazine readers place value on the latest developments and options within the following categories/all topics that are covered in REALTOR® Magazine on regular basis.
| 93% | Mortgage lending and assistance, homeowner’s insurance, title insurance, home warranty programs |
| 87% | Finances and retirement planning |
| 96% | Legal and regulatory information related to real estate |
| 91% | Marketing my business and/or properties |
Small-Business Owners
REALTORS® make their own buying decisions and spend generously on products and services.
The REALTOR® market of more than 1.5 million practitioners has a collective purchasing power of $7.8 billion.
| $1.7 billion | Business use of vehicles |
| $67 million | Marketing of services |
| $708 million | Technology products and services |
| $864 million | Business promotion/marketing |
| $864 million | Administrative |
| $888 million | Professional development |
Technology Adopters
COVID-19 proved to be a unique time for real estate with extremely high buyer demand and 40-year lows in housing inventory. More than ever, REALTORS® embraced new technologies and marketing strategies as a way of doing business to reach their audience to bridge the gap when in-person contact was limited and social distancing was essential in order to find suitable and afforable properties for buyers. In addition, REALTORS® tend to find the most value in technology tools that allow them to conduct business quickly and conveniently, and on the go.
| 96% use a Smartphone for conducting business with existing clients | |
| 95% use email to conduct business on a daily basis | |
| 74% use Facebook for professional purposes | |
| 56% use LinkedIn for professional purposes | |
| 44% use Instagram for professional purposes | |
| 36% have enlisted the use of drones to use in business |
Reach More Owners and Managers
Three times a year, REALTOR® Magazine features content directed toward broker/owners.
Broker Profile
| Median Age | 57 |
| Attended College | 93% |
| Median Household Income | $135,700 |
Sources: 2021 NAR Member Profile (March 2021) for 2020 statistical data, 2017 REALTOR® Magazine Member Profile Study, GKI MRI 2017 Readership Study, 2017-2019 Harvey® AdQ Study.
The AdQ Study is a quantitative ad readership and effectiveness study designed to provide publishers with ad readership, editorial, and reader profile information. This information is usable for both sales purposes and editorial guidance. AdQ measures the effectiveness of advertising among those with buying involvement – the advertiser’s target audience – and a key element in proving ROI to advertisers.